The CX Cast

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 i...

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 o...

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,...

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...

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 c...

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.

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.

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 cost...

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 rein...

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 matte...

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 prediction...

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 lo...

What if CX leaders could stop guessing what stakeholders want and instead ask a single structured prompt: “If you knew __ about customers, what would you do?” In this episode, we dig into the benefits of asking this question with Senior Analyst Colleen Fazio.

AI‑mediated search is rapidly becoming a primary entry point for financial decisions. Customers now start their banking journeys with LLM platforms, not branded sites — and they trust these tools enough to ask sophisticated, advice level questions. Solo host Martin Gill speaks with principal analyst Aurelie L’Hostis to break down this shift and what leaders must do now. Aurelie shares new data on...

Many CX leaders look at their org chart and wonder: Is this career path dead end or a launchpad? Co-hosts Martin Gill and Angelina Gennis sit down with Tina Lilje, former Head of Global Customer Experience at Philips Healthcare, to unpack what a sustainable, upward career in customer experience (CX) really looks like. We explore how to: Use a CX leadership role as a springboard into broader busine...

CX leadership demands more than functional expertise. It requires curiosity to uncover what others overlook, courage to ask bold questions, and communication that connects CX work to business outcomes. Angelina Gennis talks with Principal Analyst, Judy Weader and VP, Principal Analyst, Katy Tynan, about how leaders at every level build influence and move organizations toward customer‑focused chang...

A well-designed loyalty program can encourage customer behaviors that unlock shared value. Oil and gas player Emirates National Oil Company (ENOC) has a range of downstream retail offerings, from convenience stores to registration service providers. Suryaveer Singh, head of loyalty CRM and data, describes how he used ENOC's broad ecosystem to create a unique value proposition for customers.

CX leaders struggle to create strategy days, roadshows, and training that people actually remember. Game design can fix that. Co‑hosts Martin Gill and Angelina Gennis speak with Tim van den Boomen, an interaction designer who creates escape rooms and immersive learning environments for brands. Tim shows how game mechanics, player archetypes, and simple physical props can transform low‑engagement C...

Tavar James, VP global events, shares what CX leaders can learn from professional event strategists. Tavar discusses how in‑person experiences build trust, why personalization matters more than ever, how to avoid common pitfalls in hybrid formats, and what makes a standout CX event in 2026. He also previews exciting changes coming to Forrester’s CX events portfolio and offers practical advice for...

Jorissa Neutelings, ABN AMRO’s Chief Digital Officer, discusses the bank’s bold vision for becoming a liquid company: a fully adaptable, hyper‑personal, modular, and conversational organization that meets customers exactly where they are. Jorissa explains why trust, transparency, and intentional friction are essential in a digital world shaped by AI, agents, and rising fraud risks. Featuring Joris...

Principal Analysts Su Doyle and Shari Srebnick join Angelina to explore the differences and overlaps between Customer Success (CS) and Customer Experience (CX) teams. The conversation delves into CX and CS teams' primary goals, metrics, and the importance of collaboration in driving growth and retention. Featuring Su Doyle, Forrester Principal Analyst Shari Srebnik, Forrester Principal Analyst cov...

Co-hosts Martin Gill and Angelina Gennis reflect on the past year of CX Cast episodes, including coverage of evolving themes like AI and insights-rich interviews with over 20 external guests. But 2026 will be bigger, with new live events and ever-expanding research coverage. What's a gaming expert got to enhance your roadshows? Why's Martin heading to Amsterdam? Find out - and then hit subscribe t...

Tzachi Ben-Sasson, Head of Global Voice of the Customer at Amdocs, and VP principal analyst Maxie Schmidt join Angelina to discuss the evolution of Amdocs and its approach to customer engagement through its voice-of-the-customer program. Tzachi shares insights on how Amdocs transitioned from a monopoly mindset to a customer-centric approach, emphasizing the importance of understanding customer fee...

Charles Sustaita, Director of Customer Support at Coastline Academy, joins Angelina and Martin to discuss the imperative for AI leaders to fully embrace AI as a transformative technology for business efficiency and connectivity. The discussion highlights the importance of analytics, translation, and the concept of agentic work in leveraging AI for enhanced performance.

Angelina is joined by VP, principal analyst Maxie Schmidt to dive deep into the phenomenon of metrics obsession in organizations, exploring why it happens, its symptoms, and how CX leaders can move from dysfunctional measurement practices to a culture of measurement mastery. Drawing on their keynote experiences and research, they discuss the impact of metrics on employee experience, organizational...