23: Be Emotional About Customer Experience

Joana de Quintanilha and first-time CX Cast guest Richard Sheahan unpack the creation and impact of the Experience Room — an immersive, hands-on learning experience debuted at Forrester's CX Summit EMEA 2025. Created to be fast-paced, emotionally engaging, and highly collaborative, the Experience Room offered participants — working together as a bank team to improve the home-buying experience — a unique, interactive way to engage customers with four key CX tools.

We come to you live this week from Forrester’s annual CX Summit NA conference in Nashville! This year, Forrester unveiled its new Total Experience Score framework, a new measurement that connects brand and CX to deliver a more comprehensive picture of where brands stand. We spoke to some Forrester analysts at the event to discuss the research they shared and insights they gathered.