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
July 29, 2025 • 20 mins
Originally episode 283, this recording focuses on how American Express evolved their VoC program.
Show Notes:
Originally episode 283, this recording focuses on how American Express evolved their VoC program. Luis Angel-Lalanne, VP of Customer Voice at Amex, shares his organization’s journey from survey fundamentals to a robust feedback program that continuously engages stakeholders in CX understanding and drives action.
Related con...
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July 22, 2025 • 29 mins
Joana de Quintanilha and first-time CX Cast guest Richard Sheahan unpack the creation and impact of the Experience Room — an immersive, hands-on learning experience debuted at Forrester's CX Summit EMEA 2025. Created to be fast-paced, emotionally engaging, and highly collaborative, the Experience Room offered participants — working together as a bank team to improve the home-buying experience — a unique, interactive way to engage c...
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July 15, 2025 • 20 mins
We come to you live this week from Forrester’s annual CX Summit NA conference in Nashville! This year, Forrester unveiled its new Total Experience Score framework, a new measurement that connects brand and CX to deliver a more comprehensive picture of where brands stand. We spoke to some Forrester analysts at the event to discuss the research they shared and insights they gathered.
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July 8, 2025 • 33 mins
Harley Manning, longtime Forrester analyst and author of the seminal book on CX, "Outside In," takes a break from retirement to discuss the evolution of CX over the past decade. Harley dives into the foundational principles of CX, the importance of emotion in creating customer loyalty, and how CX efforts must tie into business results. Harley also shares a wealth of anecdotes that span his decades-long career as a CX thought leader...
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July 1, 2025 • 29 mins
Conny Kalcher, Group Chief Customer Officer of Zurich Insurance, discusses the transformative role of AI in customer experience with us. Conny shares insights into Zurich's journey towards becoming more customer-focused, emphasizing the importance of empathy, transparency, and reliability in AI applications. From speeding up claims processing to enhancing internal communications, discover how Zurich is leveraging AI to benefit both...
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June 24, 2025 • 24 mins
We come to you live this week from Forrester’s annual CX Summit EMEA conference in London, England. This year's summit is all about the gap between brand and customer experience and between strategy and execution with a dive deep into metrics and journeys. We capture some attendee and speaker voices discussing the research shared during the event.
Featuring:
Multiple speakers and attendees:
Hanneke Mulder (Xerox)
Shawn Stanyer...
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June 17, 2025 • 21 mins
Frontier Communications emerged from bankruptcy in 2021. That bankrupcy was the result of a broken customer experience sitting on terribly broken and outdated systems. It's new CEO launched four priorities to refocus the organization: Build fiber, sell fiber, improve customer service, become operationally efficient. Frontier's Chief Customer Operations officer, Charlon McIntosh tells the CX transformation story, with winning exampl...
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June 10, 2025 • 24 mins
Angelina and Martin are joined by returning guests Maxie Schmidt and Dipanjan Chatterjee to explore the fascinating psychology and data behind consumer purchasing decisions. Drawing from their latest Forrester research, we unpack why people say they buy versus why they actually do—and how brands can use this knowledge to better serve their customers. We discuss:
Why traditional surveys fall short and how to uncover real motivati...
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June 3, 2025 • 18 mins
Originally episode 147, this recording kicked off a theme we've continued to cover: employee CX.
Show Notes:
Originally episode 147, this recording kicked off a theme we've continued to cover: employee CX. VP, Principal Analyst Maxie Schmidt and former CX Cast host Sam Stern dive into how incentivizing better CX scores encourages unintended behaviors, stepping into the shoes of employees who “game the system." The lesson: design th...
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May 27, 2025 • 19 mins
This week, Principal Analyst Max Ball joins to explain the history and current state of AI in the contact center. Max highlights the immediate improvements brought on by AI and outlines areas where AI still has far to go. We also touch on the challenges faced by human agents and the confusion around terminology like "agentic" and "agents."
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May 20, 2025 • 21 mins
High-Tech firms operate in fiercely competitive and price-sensitive industries, making CX a potentially transformative differentiator — if implemented effectively. Principal Analyst Su Doyle joins us to share practical CX strategies tailored for high-tech firms, emphasizing the importance of aligning CX with business objectives, leveraging customer success programs, and adopting performance-focused approaches to drive growth and im...
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May 13, 2025 • 25 mins
All those reasons why customer obsession is too hard don’t matter. Customer experience wins business. VP, Principal Analyst Shar VanBoskirk explains how customer obsession is not just a goal, but a continuous practice that can lead to significant improvements in customer experience and business efficiency. She shares real world examples, challenges in measuring customer obsession, and future directions for the research. We discuss:...
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May 6, 2025 • 24 mins
Does a CX team’s position in the organization affect its influence? Principal Analyst Judy Weader shares insights from recent survey data and qualitative research, revealing that there isn't a one-size-fits-all answer. The placement of CX teams varies widely across different companies and industries, but organizational dynamics go beyond the org chart. The burden is on the CX leader to drive influence and flex with the nonlinear na...
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April 29, 2025 • 29 mins
You don’t just manage, you lead. Managing the details of CX – execution, measurement, strategy – is crucial, but for you to truly succeed, you must lead your people to become customer-obsessed, empowered workers who understand and care about your customer’s outcomes.
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April 22, 2025 • 24 mins
Why should CX professionals care about brand experience (BX)? Forrester VP, Principal Analysts Dipanjan Chatterjee and Thomas Husson join the podcast to discuss the challenges organizations face in delivering a total experience and shed light on how BX can help drive growth.
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April 15, 2025 • 34 mins
CX transformation requires leaders to determine the specific employee behaviors that drive customer loyalty and shape the conditions that enable them to activate the entire workforce to demonstrate customer focus. In this episode, Angelina introduces a blueprint consisting of three key steps: 1) describing current and ideal culture; 2) assessing the current culture; and 3) leading culture change.
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April 8, 2025 • 29 mins
Employee feedback is part of a virtuous cycle of improving customer experience (CX) through employee empowerment and enablement that builds customer trust. But if you’re not building your CX strategy using this loop, you’re in a reactive cycle of EX-blind customer focus instead. Breaking the cycle begins with an effective employee listening strategy, followed by accountability at the leadership level to ensure that employee voice l...
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April 1, 2025 • 26 mins
Most CX teams are too reliant on feedback (survey) data, leading to limited insights and even misinformed action. Forrester senior analyst Rich Saunders joins us to make the case for advanced analytics. He outlines the path forward – even for those intimidated by advanced analytics.
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March 25, 2025 • 29 mins
How should CX professionals use generative AI? Forrester VP, Principal Analyst Martha Bennett joins for a follow-up discussion to chat about the evolution and current state of genAI, busting myths and addressing real-world CX applications.
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March 18, 2025 • 20 mins
Guerilla CX is “swift, creative, and often low-cost tactics that make the most of rightsized data and foster experimentation and learning to create memorable moments that act as a catalyst for CX and EX transformation.” VP, Principal Analyst Joana de Quintanilha returns to explain why guerilla CX tactics need to be in every CX practitioner’s back pocket, as well as how deploying these tactics might lead to big impact on CX and inte...
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