The CX Cast

The CX Cast

Research-based guidance on how to manage customer experience (CX) at any organization — an imperative that Forrester has been researching for over 20 years. Each week, Forrester analysts discuss key findings from their latest research on CX; analyze relevant topics in the news; or chat with CX professionals about how they’ve overcome prevalent challenges managing CX in their organizations.

Episodes

463: Distrust In The Age Of AI

September 3, 2026 • 27 mins
In this episode, Martin Gill and Angelina Gennis welcome Enza Iannopollo — VP, principal analyst — to discuss new research on trust, responsible AI, and what businesses must do to earn customer confidence. Drawing on fresh European consumer data, they explore why distrust has become the default response to AI and how organizations can build experiences that customers are willing to trust. The conversation introduces fou...
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462: Use Cases For AI In Experience Research

August 27, 2026 • 21 mins
AI moderators promise to make qualitative research faster and more scalable, but where do they fit in the research process? Senem Biyikli joins Martin Gill and Angelina Gennis to explain how AI-moderated interviews work, when they deliver value, and why human researchers remain essential. The discussion covers practical use cases, implementation guidance, participant trust, and the future of AI-powered customer research.
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461: Practitioner Stories: How Michelle Samuel Built Momentum in Her First Year at Nationwide

August 20, 2026 • 22 mins
Many organizations collect customer feedback. Far fewer consistently turn it into action and measurable business results. Angelina Gennis speaks with Michelle Samuel, Chief Customer Officer at Nationwide, about building a customer-driven operating model inside a 100-year-old mutual company. Michelle shares how her first 90 days focused on listening, alignment, and capability assessment, and how those insights led to a simple but s...
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460: CX Cast Replay – How Fujitsu Europe Scaled CX Transformation

August 13, 2026 • 47 mins
This week on the CX Cast we dig into our archives to bring you an episode that's stood the test of time. Fujitsu is a global B2B technology and services company, and Europe is its largest region outside of Japan. To double down on customer centricity, Fujitsu Europe focused on four success factors: Blending CX expertise with business inputs and creating clear CX accountability across countries Proving the value of CX to leade...
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459: Why Inclusive Design Improves Customer Experience For Everyone

August 7, 2026 • 28 mins
Most organizations still design for an "average" customer. The problem? There is no average customer. In this episode, producer Hannah Jachim, who in her day-job is a Forrester Researcher, joins Angelina Gennis and Martin Gill to explore the report she recently published exploring inclusive design in the automotive industry. Our discussion reveals how designing for people with different abilities, needs, and circumstances unlocks ...
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458: How Employee Experience Powers Total Experience Growth

July 31, 2026 • 25 mins
Customer growth comes from two sources: strengthening relationships with existing customers and attracting new ones. Forrester's Total Experience (TX) framework was designed to measure both. Now it takes the next step. Host Angelina Gennis welcomes James McQuivey, VP, Research Director at Forrester, to discuss the next generation of Total Experience and the introduction of EX impact, a new measure that reveals how employee experie...
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Hands On: Building Interactive Experiences

July 23, 2026 • 29 mins
Most CX leaders know stakeholder alignment is hard. Strategy workshops stall. Teams focus on blockers. Momentum fades before transformation begins. In this episode, Angelina Gennis and Martin Gill share lessons from a season of CX forums and immersive experiences. From stakeholder management workshops to AI-powered game shows and full-scale transformation simulations, they explore how interactive learning helps people build skills...
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456: Why You Need A Journey Decision System

July 15, 2026 • 29 mins
Most organizations have journey maps, dashboards, and customer insight. Many struggle to turn them into meaningful decisions. In this CX Cast episode, learn how to bridge the gap.
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455: Closing the Digital Experience Gap: From Channels to Customer Moments

July 9, 2026 • 29 mins
Great CX starts outside-in. If customers aren’t using what you built, the problem isn’t them. Host Martin Gill speaks with Tom Mouhsian, Principal Analyst at Forrester, about why, even after years of investment, digital experiences still fail. The issue isn’t channels or technology. It’s a persistent gap between how customers want to get things done and how organizations force them to do it. Tom introduces ...
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454: Make CX Strategy Stick With Interactive Learning

July 2, 2026 • 26 mins
Most CX strategies fail to land. Not because the ideas are wrong, but because teams don't internalize the decisions behind them. Host Martin Gill speaks with Joana de Quintanilha, VP and Principal Analyst, about how immersive, gamified experiences turn CX strategy into action. Drawing on real examples like escape‑room style simulations to auction‑driven prioritization, Joana explains how leading organizations drive alignment, conf...
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453: Build The Experience AI Can’t At CX Summit EMEA

June 18, 2026 • 26 mins
CX Summit EMEA brought CX, digital and marketing leaders together to challenge them to build the experience AI can't. We focused on earning trust, aligning teams, and turning experience strategy into something that actually operates at scale. We added an employee lens to our Total Experience framework to draw a clearer line between employee experience (EX), brand perception, and customer outcomes, and we leant into trust, empathy a...
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452: Practitioner Stories: Redesigning The B2B Enterprise For CX Led Growth At Expereo

June 11, 2026 • 30 mins
Enterprise CX transformation rarely starts with journey maps or dashboards. It starts with fixing real problems fast. In this episode of CX Cast, Angelina Gennis and Martin Gill speak with Amory Somers‑Vine, Customer Experience Director at Expereo, about leading customer‑centric change during a major B2B business model shift—from wholesale network services to enterprise partnerships. Amory shares how Expereo: Prioritised...
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451: Embrace The AI Innovation Lifecycle

June 5, 2026 • 32 mins
AI makes it easy to generate ideas. The hard part is deciding which ones deserve investment. In this episode of CX Cast, Forrester Principal Analyst Manuel Geitz joins Angelina and Martin to unpack how AI is fundamentally reshaping the innovation lifecycle from ideation to commercialization. Manuel explains why AI’s real advantage isn’t speed or scale, but decision quality. As innovation becomes continuous and dat...
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450: Why Playing Games Makes Your CX Strategy Stick

May 28, 2026 • 27 mins
In this episode, hear how hosts Angelina Gennis and Martin Gill use Forrester's research to design immersive, game‑based experiences for our CX Forums that move leaders from theory to action.
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449: How AI Shifts Design Work To The Left

May 22, 2026 • 29 mins
AI isn't killing design — but it is reshaping workflows, roles, and expectations. Principal Analyst Gina Bhawalkar joins the CX Cast to discuss her findings from interviews with design leaders.
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448: Separating The Signal From The Noise Of Customer Complaints

May 14, 2026 • 32 mins
Customer complaints are not noise. They are high‑fidelity signals of broken expectations, rising risk, and lost value. In this episode of CX Cast, Principal Analyst Riccardo Pasto joins Martin Gill to reframe how leaders should re-think about complaints from a compliance burden to a strategic CX asset. The conversation breaks down why low complaint volumes can be a warning sign, how complaint costs quietly multiply across churn, b...
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447: Kerry Bodine On Why 2026 Is The CX Profession’s Inflection Point

May 7, 2026 • 34 mins
CX leaders are at an inflection point. AI can now do much of the work CX teams once defined themselves by, such as journey mapping, insight synthesis, and analysis. That creates an existential threat. Or a breakthrough moment. In this episode, Angelina Gennis and Martin Gill are joined by ex-Forresterite Kerry Bodine, co‑author of Outside In, to explore how CX leaders can move from defense to reinvention in the age of AI. We c...
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446: Reboot Journey Measurement To Prove Value

April 30, 2026 • 39 mins
Many CX teams say they are journey‑led. Fewer can prove the value of those journeys. In this episode, Angelina Gennis and Martin Gill speak with Maxie Schmidt, VP and Principal Analyst at Forrester, about how to reboot journey measurement so it drives decisions, rather than populates dashboards.  We examine how to move beyond end‑of‑journey surveys and NPS to focus on measuring what actually matters: value for the customer an...
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445: How CX Leaders Build Resilience In A Volatile World

April 23, 2026 • 20 mins
Uncertainty is no longer an exception. It is the operating environment. In this episode of CX Cast, Angelina Gennis and Martin Gill unpack why volatility, geopolitical risk, and rapid change are overwhelming CX teams, and explore what resilient leaders do differently. We connect macro‑level uncertainty to practical leadership choices CX executives must make now, and drawing on recent CX predictions, executive data, and real client...
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444: Practitioner Stories: Curbing Coordination Tax At Ridepanda

April 16, 2026 • 18 mins
Growth makes coordination of customer problems harder - whatever your product. If your product is physical, the journey is daily, and customers are forming new habits, the "coordination tax" can erode both customer and employee experiences. In this episode, CX Cast co-host Angelina Gennis speaks with Cassidy Grace, CX Manager at Ridepanda about what it takes to scale CX in a B2B2C model without losing warmth, clarity, or trust. Ca...
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