Great CX starts outside-in. If customers aren’t using what you built, the problem isn’t them.

Host Martin Gill speaks with Tom Mouhsian, Principal Analyst at Forrester, about why, even after years of investment, digital experiences still fail. The issue isn’t channels or technology. It’s a persistent gap between how customers want to get things done and how organizations force them to do it. Tom introduces the Digital Moments Map and Digital Connections Tracker—two frameworks that reframe CX around customer goals, interaction modes, and real-world behavior. We discuss:

  • Why thinking in channels is outdated and what to replace it with
  • The four “moment types” that define all digital behaviour (control, consumption, communication, commerce)
  • How interaction modes (voice, chat, GUI, XR) shape effort and adoption
  • How to identify the gap between current usage and customer preference
  • What device, channel, and platform complexity means for CX design

Tom shares real-world examples to show how even “successful” digital transformation can increase cost and friction when misaligned with customer needs.