The CX Cast

Hosted by Forrester

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Episodes

100

Latest episode

Oct 2026

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EN-US

About the show

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.

Listen to episodes

60 recent

October 15, 202622 min

469: Journey Mapping Essentials: The Journey-Centricity Roadmap

Journey mapping is valuable. Journey centricity is transformative. In this replay, explore how to move beyond individual projects and build a journey-centric operating model that aligns teams around customer goals. Featuring: Joana de Quintanilha, VP, Principal Analyst Show Notes: Journey mapping is valuable. Journey centricity is transformative. In this replay, explore how to move beyond individual projects and build a journey-centric operating model that aligns teams around customer goals. We discuss: What journey centricity is and why it matters. How journey centricity supports customer obsession. The stages organizations progress through on their journey-centricity roadmap. Common challenges, catalysts, and mindset shifts. The evolving role of the CX team in driving change. If you're looking to connect journey mapping, CX strategy, and organizational transformation, this episode provides a practical roadmap for making customer journeys a core part of how your business operates.

October 8, 202628 min

468: Journey Mapping Essentials: Journey Innovation

The best journey programs do more than identify problems. They create opportunities for innovation. In this replay, explore how customer journey insights can spark new ideas, improve experiences, and uncover opportunities for growth. Featuring: Joana de Quintanilha, VP, Principal Analyst Show Notes: The best journey programs do more than identify problems. They create opportunities for innovation. In this replay, explore how customer journey insights can spark new ideas, improve experiences, and uncover opportunities for growth. We discuss: How journey insights fuel innovation. Methods for identifying high-value opportunities. Ways to prioritize experience improvements. Strategies for turning insights into action. Learn how customer journeys can become a catalyst for innovation across the organization.

October 1, 202613 min

467: Journey Mapping Essentials: Supercharging Your Journey Mapping

Creating journey maps is only the beginning. This replay from way back in the archives explores techniques for increasing the value, influence, and outcomes of journey mapping programs. Featuring: Joana de Quintanilha, VP, Principal Analyst Show Notes: Creating journey maps is only the beginning. This replay from way back in the archives explores techniques for increasing the value, influence, and outcomes of journey mapping programs. We discuss: How to strengthen journey insights with additional data. Techniques for improving stakeholder engagement. Ways to connect journey mapping to business outcomes. Approaches for sustaining momentum over time. Perfect for CX leaders looking to move from tactical projects to ongoing journey management.

September 24, 202624 min

466: Journey Mapping Essentials: Why Every Organization Needs A Journey Atlas

Customer journeys rarely exist in isolation. In this replay, explore why leading organizations need a journey atlas to understand how journeys connect, overlap, and influence one another. Featuring: Joana de Quintanilha, VP, Principal Analyst Show Notes: Customer journeys rarely exist in isolation. In this replay, explore why leading organizations need a journey atlas to understand how journeys connect, overlap, and influence one another. We discuss: What a journey atlas is and why it matters. How to create visibility across journeys. Methods for prioritizing CX investments. Ways to improve organizational alignment. Learn how a journey atlas helps transform customer experience efforts from disconnected initiatives into a coordinated strategy.

September 17, 202631 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.

September 10, 202620 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

September 3, 202627 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.

August 27, 202621 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.

August 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

August 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.

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