How can leaders win and optimize investment in CX? (feat. Jeannie Walters, Mark Raffan and Alain Méric)

On this episode, we explore strategies for building a compelling business case for customer experience (CX) investment — and how to optimize the budget you’ve secured.

According to Forrester’s Budget Planning Guide 2025: Customer Experience, while 99% of CX decision-makers list CX improvements as a top priority of senior executives, only 40% anticipate they’ll receive significant budget increases.

As a CX leader, you must combine evidence-based arguments with emotional appeals to secure the investment needed for success. And then, whether or not you procure the resources you’re looking for, a new set of challenges arise when it comes to optimizing the budget you are granted. CX leaders must excel at making the most of limited resources, demonstrating ROI and leveraging emerging technologies effectively. 

Our expert guests share key strategies on how to navigate the process of budget planning, negotiation and optimization to keep pace. 

Listen for the actionable insights of Jeannie Walters, CX expert, host of the Experience Action podcast and CEO of Experience Investigators; Mark Raffan, negotiations expert, host of the Negotiations Ninja podcast and CEO of Negotiations Ninja; and Alain Méric, vice president of sales at TELUS Digital.

Access Forrester's Budget Planning Guide 2025: Customer Experience for insights on where to increase, decrease or experiment with your CX budgets for 2025.