The CX Cast

Forrester
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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.

  1. hace 17 h

    454: Make CX Strategy Stick With Interactive Learning

    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, confidence, and better decisions at scale. We discuss: Why immersive experiences outperform traditional workshops for CX strategy rollout The five design principles: experiential, purposeful, participatory, repeatable, measurable How to use gamification to improve decision quality—not just engagement How to design for impact, including memory, behavior change, and stakeholder alignment Practical formats: journey labs, customer carousels, simulations, and executive decision rooms Joana shares lessons from real deployments, including how to stage experiences, measure outcomes, and avoid common pitfalls. If CX leaders want strategy to stick, teams need to learn by doing, not just listening.

    26 min

  2. 18 jun

    453: Build The Experience AI Can’t At CX Summit EMEA

    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 and the human foundations of AI. We sent producer Hannah out onto the conference floor with a microphone to find out what the attendees thought. Featuring multiple attendees: Mickael Subileau & Nicolo Broccati, Jungheinrich Service & Parts Adam Kaye, Sonata Software James O'Connor, AmplifyXM Krishneel Naidu, Infineon Technologies Richard Prochazka, TheyDo Tina Lilje, Xenadi GmBH Adelita Artero, Netigate Deutschland

    26 min

  3. 11 jun

    452: Practitioner Stories: Redesigning The B2B Enterprise For CX Led Growth At Expereo

    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 CX improvements based on live customer issues, not theory Built a customer health model from frontline insight before formal metrics Used behaviour‑led culture change to win hearts, not just compliance Linked customer experience (CX) directly to employee experience (EX) and growth Scaled trust and partnership in a highly technical, high‑risk B2B environment This conversation is a practical playbook for CX leaders operating in complex B2B services, infrastructure, or technology‑heavy environments navigating transformation under pressure. Amory Somers‑Vine is Customer Experience Director at Expereo, a managed network service provider supporting global enterprises. She leads CX strategy, culture, and customer health across the organisation.

    30 min

  4. 5 jun

    451: Embrace The AI Innovation Lifecycle

    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 data‑orchestrated, leaders must shift focus from producing more ideas to killing the wrong ones faster. We talk about: Why AI turns innovation into an always‑on system, not a stage‑gate process How better questions matter more than better models Where CX skills like experimentation and hypothesis testing already give teams an edge The limits of AI‑driven innovation — and where human judgement still wins How to avoid innovation fatigue for customers This conversation explains how to reframe AI in CX innovation as a discipline, not a shortcut, and makes the case for CX leaders as essential partners in deciding what actually creates customer value.

    33 min

  5. 28 may

    450: Why Playing Games Makes Your CX Strategy Stick

    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.

    27 min

  6. 22 may

    449: How AI Shifts Design Work To The Left

    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.

    30 min

  7. 14 may

    448: Separating The Signal From The Noise Of Customer Complaints

    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, brand damage, and employee burnout, and what it really takes to turn complaint data into action across silos. We cover: Why complaints signal customer trust, not failure How to identify the true direct and indirect cost of poor complaint handling How broken ownership and siloed metrics block resolution How to use the "Four Rs" of complaint management value: Repair relationships. Redesign experiences. Reshape culture. Regulate risk. Where CX, service, compliance, and product teams must align to fix root causes

    32 min

  8. 7 may

    447: Kerry Bodine On Why 2026 Is The CX Profession’s Inflection Point

    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 cover a range of pop culture influences, from Terminator‑level anxiety about the coming AI apocalypse to our "Avengers Assemble" moment, which uncovers how the diversity of CX leaders' backgrounds, roles, approaches, and definitions is a feature — not a bug. However, to apply this advantage, teams must stop hiding in echo chambers and start speaking the language of executives: risk, outcomes, and organizational impact.

    35 min
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Información

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.

Ficha técnica

  • Creado por
    Forrester
  • Años en activo
    2015 - 2026
  • Episodios
    99
  • Clasificación
    Apto
  • Sitio web del podcast
    The CX Cast

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