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The CX Cast: Daily Summaries Delivered
by Forrester
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.
Latest Episodes
The most recent episodes — sign up to get AI-powered summaries of each one.
- 4 days ago31 min
465: Journey Mapping Essentials: Seven Steps To Effective Journey Mapping
Many organizations create journey maps. Far fewer use them to drive measurable change. This replay breaks down seven practical steps for creating journey maps that align teams, uncover customer pain points, and support better business decisions. Featuring: Joana de Quintanilha, VP, Principal Analyst Show Notes: Many organizations create journey maps. Far fewer use them to drive measurable change. This replay breaks down seven practical steps for creating journey maps that align teams, uncover customer pain points, and support better business decisions. We discuss: How to structure a successful journey mapping initiative. Common mistakes that limit impact. Ways to connect journey insights to action. Approaches for building stakeholder support. If your organization is investing in CX, journey mapping, or experience transformation, this episode provides a proven foundation.
- 1 weeks ago20 min
464: Change CX Culture By Asking Better Questions
Many CX leaders know culture needs to change before a customer experience (CX) transformation can succeed. The challenge is knowing where to start. In this episode, Angelina Gennis and Martin Gill explore a surprisingly simple approach: using powerful customer-focused questions as organizational rituals. Drawing on real examples from executive workshops and customer-centric organizations, they explain how the right question can expose silos, encourage knowledge sharing, improve accountability, and reinforce customer-focused behaviors. We discuss: Why culture change starts with behavior, not slogans How simple rituals can reshape behavioral norms Questions leaders can use to encourage customer curiosity Ways to uncover accountability gaps and siloed thinking How customer-focused questions create habits that support lasting CX transformation
- 2 weeks ago27 min
463: Distrust In The Age Of AI
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 four distinct consumer groups, from AI distrusters to embracers, and explains how different customers evaluate AI-enabled experiences. The discussion also examines the foundations of responsible AI, including transparency, accountability, fairness, privacy, security, reliability, and human oversight.
- 3 weeks ago21 min
462: Use Cases For AI In Experience Research
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.
- Aug 20, 202622 min
461: Practitioner Stories: How Michelle Samuel Built Momentum in Her First Year at Nationwide
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 scalable CX framework: Listen. Act. Monitor. They cover: How to move from customer-focused activity to customer-driven impact How to prioritize journeys that create the greatest customer and business value The role of associate empowerment in delivering exceptional customer experience (CX) Lessons from scaling CX across both B2C and partner-led business models How to connect CX measurement to loyalty, retention, and growth outcomes
- Aug 13, 202647 min
460: CX Cast Replay – How Fujitsu Europe Scaled CX Transformation
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 leaders and account teams Using a standardized but customizable approach to scale CX across account teams in various countries Focusing on value by cocreating improvements with customers Ben Phillips was the Head of Customer Experience Performance Centre when we recorded this episode. He joined us to share the path Fujitsu Europe took on its CX transformation.
- Aug 7, 202628 min
459: Why Inclusive Design Improves Customer Experience For Everyone
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 better experiences for everyone. From the origins of cruise control to the challenges of autonomous vehicles, Hannah explains why accessibility should be treated as a driver of innovation rather than a compliance exercise. The conversation also explores how assumptions about drivers, passengers, age, ability, and technology continue to shape customer experiences across industries. We cover: Why inclusive design often produces better products for all customers. What is the "curb cut effect" and what business leaders can learn from it. How automotive design highlights broader customer experience (CX) challenges. How organizations can embed inclusion early instead of retrofitting accessibility later. Why the entire customer journey matters, not just the product itself. Whether you're focused on customer experience, service design, accessibility, journey mapping, or product strategy, the lessons extend far beyond automotive.
- Jul 31, 202625 min
458: How Employee Experience Powers Total Experience Growth
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 experience influences customer experience (CX) and brand experience (BX). James explains why employee experience is not simply another score to add to the model. Instead, it acts as a force that can accelerate or hinder growth ambitions. Using examples from retail brands such as Costco, Trader Joe's, and Aldi, Angelina and James explore how employee empowerment, enablement, and inspiration shape customer outcomes and long-term business performance. They discuss: Why Total Experience focuses on customers and non-customers as the two sources of growth How employee experience can amplify or constrain CX and brand performance What Forrester's new EX impact measure reveals about organizational momentum Why some companies achieve strong CX despite weaker employee experience, and the risks that creates How leaders can use connected customer, brand, and employee data to make smarter investment decisions
About 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.
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