The CX Cast

In this episode, Angelina and Martin dive into the evolving world of mobility, exploring how transportation systems — from EVs to mass transit — can be reimagined through a customer-centric lens. Joined by VP principal analyst Paul Miller and CX researcher Hannah Jachim, the conversation challenges traditional tech-centric narratives and emphasizes the importance of understanding real human needs...

How can marketing work with CX to improve customer experience? This week, Angelina sits down with senior analyst Brad Haag to dive into the world of marketing measurement and analytics. Brad shares how to accurately measure the impact of marketing efforts, the evolution of marketing mix modeling, and the role of data science in modern marketing strategies.

Cecilie Kobbelgaard was tasked with driving journey orchestration at Grundfos. But the Global Customer Journey Manager recognized that the organization needed the basics first. So, she led the development of a customer journey mapping “cookbook”, turned the cookbook into skills, built a journey atlas, and standardized the approach so different business units were working the same way – just to nam...

As customers' expectations shift due to their adoption of new technologies, organizations need to adapt. TCQ, Forrester’s Technology Change Quotient, measures the readiness of employees, teams, and organizations to adapt to technology in a way that drives productivity, creativity, and inventiveness. J. P. Gownder, VP, Principal Analyst joins us to explain how. Featuring: J. P. Gownder, VP, Princip...

Angelina Gennis and Martin Gill sit down with Joana de Quintanilha, VP and principal analyst, to explore how companies can go beyond fixing broken experiences and cocreate breakthrough value with customers. Joana highlights actionable strategies and creative techniques, as well as how to strike the balance between data-driven insights and imaginative thinking to supercharge your customer journeys.

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 understan...

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...

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.

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...

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 Zuri...

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: Hannek...

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 transf...

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...

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...

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."

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-focuse...

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 direc...

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 influ...

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.

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.

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 le...

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.

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. 

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 migh...

Since 2018, Nissan has been on a path to transform its legacy systems and operating model to make customer journeys the center of value creation and create a best-in-class integrated customer journey. Jivesh Juneja, Customer Journey Director at Nissan, joins the CX Cast to discuss Nissan’s journey from embracing customer journey mapping to scaling out journey management and adopting a journey-cent...