The CX Cast

Forrester's CX Index measures customers' perceptions of how well companies deliver customer experiences to ultimately build or sustain loyalty. It assesses CX quality based on ease, effectiveness and emotion. VP, Research Director Oliwia Berdak and Researcher Jana Gül share their analysis of 2024 CX Index performance in Europe, diving into insights that explain the scores specific to banking within and across several countries.

Personas are a foundational, seemingly simple tool—yet they’re deceptively challenging. That’s the premise of the latest research by Audrey Chee-Read and Gina Bhawalkar, which includes best practice reports and persona builder tools. They offer examples of effective and ineffective personas to increase the ROI of your efforts.

Culture change is necessary for an organization to be more customer obsessed and deliver better customer experiences. That culture change requires specifying the customer-focused behaviors that lead to customer loyalty. CX Cast co-host Angelina describes the process to determine and assess your organization’s ideal behaviors and drive adoption of targeted behavior change to align with customer and business priorities.

Forrester's annual Budget Planning Guide for Customer Experience offers data-driven guidance on where to increase, decrease, or experiment with your budget for 2025. Co-authors Principal Analyst Riccardo Pasto and VP, Executive Partner Katy Cobian explain the research process for creating the recommendations and how CX pros should use the budget planning guide.

CX Day is an annual event for a lot of organizations, usually occurring the first week of October. Successful CX Days require planning to ensure momentum is built before the event and excitement for CX is sustained after the event. With a great theme and employee-focused planning, you can use CX Day as a moment […]

How can CX leaders apply generative AI to creating customer experiences or transforming their work? Listen to learn how CX leaders can run genAI hackathons to help Forrester teams and clients experiment with genAI tools in a safe, fun, and engaging environment.

Every year, Forrester conducts a global survey of voice-of-the-customer (VoC) and customer experience (CX) measurement practices. Leaders of CX measurement programs are reporting improvements in 2024 compared to 2023. Forrester VP, Principal Analyst Maxie Schmidt explains why there are persistent gaps in what CX measurement programs can do compared to current maturity.

Culture work underpins every successful customer experience (CX) transformation. Martin and Angelina discuss Forrester’s collection of case studies that capture diverse efforts to build a customer-focused culture change to ultimately improve the customer experience.

Mental models operate throughout your organization. They determine what we believe will occur and create expectations, predictions, and decisions — for customers, executives, and employees. VP and Principal Analyst Joana de Quintanilha explains harnessing mental models and applies it to CX pros’ biggest business challenges.

CX event season may be over, but we're not done with it on the CX Cast yet! VP, Research Director Rick Parrish joins us this week to compare and contrast his experience hosting CX North America with Martin's experience hosting CX EMEA this year.

We come to you live this week from Forrester’s annual CX Summit EMEA conference in London, England. This year, sessions will focus on blending generative AI with human capabilities, plus how this will impact CX, marketing, and digital. We capture some familiar (and new!) voices discussing the research they’ll be sharing throughout the event. Featuring: […]

We come to you live this week from Forrester’s annual CX Summit North America conference in Nashville, Tennessee. This year, sessions will focus on blending generative AI with human capabilities, plus how this will impact CX, marketing, and digital. We capture some familiar voices discussing the research they’ll be sharing throughout the event.

Julian Aldeco, VP, Head of Customer Voice and Obsession at Prudential Financial, gives a candid retelling of Prudential's CX transformation thus far. Aldeco offers details to guide other practitioners in varied topics, from CX strategy to measurement to culture.

Generative AI signaled a major shift in vendor strategy for conversational AI. What do CX pros and customer service leaders, as the customers of these vendors, need to know about the vendor landscape? Principal Analyst Max Ball gives an overview of vendor history and motivations to quickly adopt generative AI for customer service applications. But will this evolution finally enable self-service applications to drive consistently good experiences? We discuss.

Principles of systems thinking expand our view on how to transform experiences and support the employees that deliver those experiences. Forrester VP and Principal Analyst J. P. Gownder shares his research on productivity and collaboration and how his systems thinking approach reveals implications for the customer experience. 

Search can make or break your digital experience, but how much do you really know about search vendors, the choices you can make, and how search really impacts customer loyalty? Forrester Principal Analyst Emily Pfeiffer joins us to share some insights into what CX leaders should know about commerce search.

A journey atlas (also known as a catalog of journeys) helps companies establish and sustain a shared customer-centric language across silos. It creates a strategic, bird’s-eye view of what matters to customers to help companies prioritize, assign responsibility, collaborate, and find shared value across journeys.

Frontline workers have an obvious role in the customer experience, but frontline work has changed a lot in the last five years. VP, Principal Analyst J. P. Gownder discusses the headwinds frontline workers face and the role that leaders need to embrace to be forward-thinking in how they drive effectiveness.

Emirati holding company Majid al Futtaim won Forrester’s first-ever Customer Obsession Enterprise Award in 2023. Grégoire Charpe-Civatte, VP of CX and Innovation, joins the CX Cast this week to discuss how the CX team embeds CX into the firm’s strategy and drives action across the organization.  Featuring: Grégoire Charpe-Civatte, VP of CX and Innovation at […]