The CX Cast Forrester

It’s time B2B organizations get our full attention! VP, Research Director Dave Frankland gives a survey of the research that will be showcased at Forrester’s B2B Summit, diving into insights shared on orchestrating comprehensive buyer and customer experiences. 

CX teams can take many paths to grow their capabilities and influence. Figuring out where to start and what’s most important can be paralyzing. Senior Analysts Su Doyle and AJ Joplin developed tools to help clients reconnect with their purpose as CX teams and plan a path forward.



Featuring:

Su Doyle, Sr Analyst

AJ Joplin, Sr Analyst

Show Notes:

CX teams can take many paths to grow their capabilities and influence. Figuring out where to start and what’s most important can be paralyzing. Senior Analysts Su Doyle and AJ Joplin developed tools to help clients reconnect with their purpose as CX teams and plan a path forward.



We discuss: 



How can we identify the capabilities a CX team needs to achieve its unique goals? 

What is the impact of using a standard tool, built on market research, to support decision-making? 

CX doesn't own everything — and sometimes owns nothing. How can CX teams be orchestrators of CX activities?



 For more, see The Forrester CX Capability Inventory and CX Activity Maps. 

Demonstrating empathy in digital experiences helps brands build trust and loyalty, yet many brands struggle to reflect customer understanding in the experiences they create and miss out on opportunities to make customers feel heard and understood. Forrester Analyst Senem Biyikli and Principal Analyst Gina Bhawalkar offer best practices to design for empathy.



Featuring:

Gina Bhawalkar, Principal Analyst

Senem Guler Biyikli, UX Analyst

Show Notes:

Demonstrating empathy in digital experiences helps brands build trust and loyalty, yet many brands struggle to reflect customer understanding in the experiences they create and miss out on opportunities to make customers feel heard and understood. Forrester Analyst Senem Biyikli and Principal Analyst Gina Bhawalkar offer best practices to design for empathy. 



We discuss: 



What’s “design for empathy”? Why does it matter? 

What are the challenges brands face when it comes to empathy? 

You discuss five best practices in your report. Can you tell us about those? 

Is AI going to make things better or worse here? Can AI help us design for empathy? 

How can brands start applying those best practices? Where should they start from? 



 



To learn more see the Forrester report, Five Best Practices To Design For Empathy In Digital Experiences. 

You’ve identified dozens of journeys and hundreds of moments of truth that matter to your customers. But where do you start your journey mapping, journey measurement and journey improvement actions? How do you prioritize where you will drive the most impact? Forrester VP and Principal Analysts Maxie Schmidt and Joana de Quintanilha join us to explain how to bring rigor and process to the task.

Featuring:

Maxie Schmidt, VP, Principal Analyst

Joana de Quintanilha, VP, Principal Analyst

Show Notes:

You’ve identified dozens of journeys and hundreds of moments of truth that matter to your customers. But where do you start your journey mapping, journey measurement and journey improvement actions? How do you prioritize where you will drive the most impact? Forrester VP and Principal Analysts Maxie Schmidt and Joana de Quintanilha join us to explain how to bring rigor and process to the task. 



We discuss: 



Why is it important to prioritize journeys? 

How can CX leaders go about it? 



What are the ideal outputs of a journey prioritization exercise? 

What inputs do we need? 





What mistakes should CX leaders avoid? 





How can companies get started that aren’t very mature in their journey work? 

How does journey prioritization fit in the larger road to increasing journey centricity maturity? 



 



To learn more, take a look at How To Prioritize Customer Journeys | Forrester Europe 

In our second episode showcasing E.ON’s journey toward customer centricity, we talk to Forrester VP and Principal Analyst Joana de Quintanilha and Keith Fletcher, International Customer Experience Manager at E.ON, to examine the inner workings of journeys at E.ON.

Since 2008, E.ON has been on a path to use journeys, not processes, as the building blocks for sustainable growth. Its customer journeys are key to giving over 47 million customers access to a sustainable supply of electricity and heat, with the aim of becoming climate neutral by 2040. Effectively leading a journey-centric transformation requires pulling six operational levers — structure, culture, talent, metrics, processes, and technology — in concert. In today’s episode, we talk to Forrester VP and Principal Analyst Joana de Quintanilha and Keith Fletcher, International Customer Experience Manager at E.ON, about E.ON's journey with journey centricity.