CX Summit
EMEA

June 8–10, 2026 · Amsterdam

Agenda

Session type
Select

There are no results for this filter set. Try refining to see more options.

Bold Starts: Monday

Jun 8
  • 1:00 pm – 6:00 pm CET Registration
  • 2:30 pm – 5:00 pm CET CX Certification Program: Advance From Journey Mapping To Journey Management
  • 3:30 pm – 5:00 pm CET Forrester Women's Leadership Program
  • 5:00 pm – 6:00 pm CET Reception

Tuesday

Jun 9
  • 8:00 am – 9:00 am CET General Breakfast
  • 9:00 am – 9:10 am CET Welcome Remarks
  • 9:10 am – 9:30 am CET Keynote: Distrust In The Age Of AI
  • 9:35 am – 10:00 am CET Guest Keynote: Lead with Empathy, Win With Impact
  • 10:00 am – 10:20 am CET Keynote: Maximize Your Total Experience With Forrester’s EX Index
  • 10:25 am – 11:10 am CET Coffee Break & Networking (In-Person Only)
  • 10:30 am – 11:45 am CET Workshops
  • 10:30 am – 12:30 pm CET Immersive Experience
  • 11:10 am – 11:40 am CET Breakout Sessions
  • 11:50 am – 12:20 am CET Case Study Session
  • 12:30 pm – 1:30 pm CET Lunch & Marketplace Break
  • 12:30 pm – 1:30 pm CET Lunch & Learn Case Study
  • 1:30 pm – 2:10 pm CET Analyst-Led Roundtables
  • 1:30 pm – 2:00 pm CET Breakout Sessions
  • 1:30 pm – 3:40 pm CET Immersive Experience
  • 2:10 pm – 2:40 pm CET Case Study Sessions
  • 2:50 pm – 3:35 pm CET Analyst-Led Roundtables
  • 2:50 pm – 3:35 pm CET Breakout Sessions
  • 2:50 pm – 4:05 pm CET Workshops
  • 3:35 pm – 4:20 pm CET Coffee Break & Networking
  • 4:25 pm – 4:45 pm CET Keynote: Forrester’s Total Experience Honour: Celebrating Europe’s Best‑In‑Class
  • 4:45 pm – 5:05 pm CET Keynote Case Study
  • 5:05 pm – 5:25 pm CET Guest Keynote with BUPA Group
  • 6:00 pm – 8:30 pm CET Reception

Wednesday

Jun 10
  • 8:00 am – 9:00 am CET General Breakfast
  • 9:00 am – 9:20 am CET Welcome Back
  • 9:25 am – 9:45 am CET Keynote: The Human Foundation Of The AI‑Powered Enterprise
  • 9:50 am – 10:10 am CET Guest Keynote with ClubMed
  • 10:15 am – 11:00 am CET Coffee Break & Networking
  • 10:30 am – 11:45 am CET Workshop: Storytelling & Dashboarding: Best-Practices
  • 11:00 am – 12:25 pm CET Immersive Experience
  • 11:00 am – 11:45 am CET Analyst-Led Roundtables
  • 11:00 am – 11:45 am CET Breakout Sessions
  • 12:25 am – 1:25 pm CET Networking Lunch
  • 1:35 pm – 2:20 pm CET Analyst-Led Roundtables
  • 1:35 pm – 2:20 pm CET Breakout Sessions
  • 1:35 pm – 2:25 pm CET Immersive Experience
  • 2:30 pm – 2:35 pm CET Welcome Back
  • 2:35 pm – 2:55 pm CET Guest Speaker
  • 3:00 pm – 3:20 pm CET Guest Keynote with BNP Paribas

Bold Starts: Monday Jun 8

1:00 pm – 6:00 pm CET

Registration

2:30 pm – 5:00 pm CET

CX Certification Program: Advance From Journey Mapping To Journey Management

Although many organizations invest heavily in journey mapping, maps often become disconnected from outcomes. The next frontier is using journeys as an operating system to prioritize improvements, mobilize stakeholders, and drive measurable value. In this session, you will:

  • Build “journey detective” skills to spot high-impact improvement opportunities. 
  • Practice quantifying the value of journey improvements and activating the right stakeholders and governance. 
  • Develop stakeholder-specific stories to communicate insights, build buy-in, and get work done.  

Speakers:
Joana de Quintanilha, VP, Principal Analyst, Forrester

3:30 pm – 5:00 pm CET

Forrester Women's Leadership Program

Focused. Intentional. Transformative.

This year’s Forrester Women’s Leadership Program is built on the belief that focus drives intentionality, and intentionality creates transformation. By addressing challenges and breaking down barriers, the program empowers women to approach their careers with clarity and purpose.

Through open discussions and opportunities to build meaningful relationships, participants gain practical tools and strategies to create lasting change and advance professionally in a rapidly evolving workplace. Designed to foster connection and growth across CX, B2C marketing, and Digital, this program invites everyone to join the journey toward impactful transformation.

Speakers:
Fiona Swerdlow, VP, Research Director, Forrester

5:00 pm – 6:00 pm CET

Reception

Tuesday Jun 9

8:00 am – 9:00 am CET

General Breakfast

9:00 am – 9:10 am CET

Welcome Remarks

Speakers:
Martin Gill, VP, Research Director, Forrester

9:10 am – 9:30 am CET

Keynote: Distrust In The Age Of AI

Consumers are getting duped by the onslaught of AI-generated content filling their social media feeds or messaging apps. The line between what’s real and what’s fake nears undecipherable levels. Gone are the days when seeing was, simply, believing. And forget the adage “Trust, but verify.” Why? Distrust is now consumers’ default, as failing to question means falling prey to deepfakes and bots. As algorithms reshape trust, CX, marketing, and digital business leaders must reassess their customer strategy.

Speakers:
Enza Iannopollo, VP, Principal Analyst, Forrester

9:35 am – 10:00 am CET

Guest Keynote: Lead with Empathy, Win With Impact

Zurich Insurance Group’s Chief Customer Officer, Conny Kalcher, will outline how organizations can embed empathy into decision‑making and their operating models to better understand evolving customer needs and to strengthen long-term relationships. Whether you’re navigating digital transformation, refining your CX roadmap, or seeking new ways to deliver value, Conny will provide practical guidance to reimagine your approach and achieve lasting impact.

Speakers:
Conny Kalcher, Group Chief Customer Officer, Zurich Insurance Group

10:00 am – 10:20 am CET

Keynote: Maximize Your Total Experience With Forrester’s EX Index

The total experience — brand and customer — hinges on employees who genuinely believe in your products, services, and mission. They bring your organization to life. Until now, you’ve relied on indirect evidence demonstrating the impact that energized employees have on the business. Forrester’s Total Experience Score now provides a direct connection to how specific increases in employee sentiment and engagement lead to growth outcomes. Forrester’s employee experience (EX) research plus our new EX Index identifies the intricate interplay between brand and customer experience drivers, enabling you to strategically focus your strategy, operations, and culture on achieving customer-obsessed outcomes: more growth, high customer satisfaction, and engaged employees.

Speakers:
James L. McQuivey, PhD, VP, Research Director, Forrester

10:25 am – 11:10 am CET

Coffee Break & Networking (In-Person Only)

Enjoy coffee and snacks while networking with peers in the Partner Lounge.

10:30 am – 11:45 am CET

Workshops

Attend one session:

Distrust In The Age Of AI
As AI blurs the line between real and fake, distrust has become customers’ default setting. This hands‑on workshop helps CX, marketing, and digital leaders turn “trust” from an abstract ideal into a practical AI trust strategy — one that shows empathy, earns credibility, and bolsters organizations when things go wrong. Attendees will learn how to:
  • Operationalize trust by breaking it into actionable levers like empathy, transparency, and accountability across key customer moments.
  • Design responsible AI experiences that clearly explain AI’s role.
  • Design human-in-the-loop processes to balance speed, scale, and risk.

Speakers:
Enza Iannopollo, VP, Principal Analyst, Forrester

Complaints Handling
Customer complaints aren’t signs of negativity. They’re signals of opportunity to achieve unmet expectations. They reveal where experiences break down and where business performance is at risk. Effective complaint management turns these signals into action by repairing individual relationships, redesigning journeys, and strengthening culture. In this interactive workshop, CX leaders will:
  • Understand the true cost and benefits of complaints management.
  • Learn how to connect customer insights, VoC, and complaints insights.
  • Unlock enterprise‑wide value with the “four R’s” complaint management.

Speakers:
Riccardo Pasto, Principal Analyst, Forrester

10:30 am – 12:30 pm CET

Immersive Experience

Trading Floor for CX: Prioritize What Truly Moves the Needle

In this immersive trading‑floor simulation, teams pick their own CX adventure. Competing on cost discipline or growth, participants choose whether to prioritize hygiene, table-stakes, or signature journeys using brand promise, competitive context, and Forrester Total Experience Score drivers. Those choices shape the paths they follow and the investments they win in a live, Dutch‑style auction. Participants will

  • Make journey trade‑offs under constraints.
  • Decide where to stop, match, or differentiate.
  • Fund a CX investment portfolio.

 

Speakers:
Joana de Quintanilha, VP, Principal Analyst, Forrester
Edoardo Zavarella, Principal Consultant, Forrester
Richard Sheahan, VP, Principal Consultant, Forrester

11:10 am – 11:40 am CET

Breakout Sessions

Make Your Strategy Unmistakable
The CX Reset: From Fad To Business Function
CX is losing credibility when it should be a critical business function that links the work invested in creating and delivering experiences to revenue, cost, and risk reduction. In this session, Kristina will share:
  • How to transform CX from nice-to-have to business-critical.
  • How to build bridges between sales, service, and CX.
  • How to integrate data and AI to deliver operational CX benefits.

Speakers:
Maxie Schmidt, VP, Principal Analyst, Forrester
Kristina Klahm, Vice President Voice of Customer & Journey Excellence, E.ON

Optimize Journey Value With Data
Beyond Chatbots: Design Conversational Banking To Scale
Conversational banking began as a simple deflection tool but is becoming a strategic interface between consumers and financial services. Yet many banks remain stuck in pilot mode amidst a new wave of innovation – AI agents. In this session, you will learn:
  • Why treating conversational banking as a channel experiment is risky and misses an opportunity.
  • What “ready for scale” means across data and knowledge foundations, integration trade-offs, and responsible AI guardrails.
  • How to escape pilot mode and unlock value with agentic experiences.

Speakers:
Aurelie L'Hostis, Principal Analyst, Forrester

11:50 am – 12:20 am CET

Case Study Session

TheyDo

Session details coming soon.

Optimizely

Session details coming soon.

12:30 pm – 1:30 pm CET

Lunch & Marketplace Break

Marketplace breaks are your chance to connect with sponsors and catch up with colleagues on the show floor.

12:30 pm – 1:30 pm CET

Lunch & Learn Case Study

1:30 pm – 2:10 pm CET

Analyst-Led Roundtables

Session details coming soon.

1:30 pm – 2:00 pm CET

Breakout Sessions

Make Your Strategy Unmistakable
Unlock The Secrets Of Valuable Customer Journeys
Great customer experience drives loyalty. Apply the four “value lenses” to customer journeys so your brand can identify which parts need interventions to optimize value. This breakout session draws on Forrester’s latest journey benchmarking study across four industries (banking, insurance, telecommunications, and utilities) to show:
  • What are the key loyalty drivers in customer journeys.
  • How brands can differentiate their journeys from competition.
  • How brands can optimize the value of journeys to customers and the business.

Speakers:
Maxie Schmidt, VP, Principal Analyst, Forrester
Hannah Jachim, Researcher, Forrester

Optimize Journey Value With Data
Measure Twice: Lead Change With Better Change Metrics

Leaders are navigating continuous change as they respond to dynamic customers as well as the profusion of AI tools through the organization, leading to new tools, processes, organization and team structures, and strategic objectives that they must guide their teams to navigate and embrace. One thing that is holding leaders back in their change processes is how they measure change. Join us to learn:

  • What mistakes many organizations make in measuring change and why it harms them.
  • The connection between your CX metrics and how you measure change.
  • How to use three types of metrics as a change leader to understand the progress of continuous transformation.

Speakers:
James L. McQuivey, PhD, VP, Research Director, Forrester

1:30 pm – 3:40 pm CET

Immersive Experience

Trading Floor for CX: Prioritize What Truly Moves the Needle

In this immersive trading‑floor simulation, teams pick their own CX adventure. Competing on cost discipline or growth, participants choose whether to prioritize hygiene, table-stakes, or signature journeys using brand promise, competitive context, and Forrester Total Experience Score drivers. Those choices shape the paths they follow and the investments they win in a live, Dutch‑style auction. Participants will:

  • Make journey trade‑offs under constraints.
  • Decide where to stop, match, or differentiate.
  • Fund a CX investment portfolio.

Speakers:
Joana de Quintanilha, VP, Principal Analyst, Forrester
Edoardo Zavarella, Principal Consultant, Forrester
Richard Sheahan, VP, Principal Consultant, Forrester

2:10 pm – 2:40 pm CET

Case Study Sessions

Join case study sessions to hear real-world stories, solutions and insights leveraging the best in today’s CX, marketing, and digital technologies and services.

Attend one session:

Luware

Session details coming soon.

Cresta

Session details coming soon.

2:50 pm – 3:35 pm CET

Analyst-Led Roundtables

Session details coming soon.

2:50 pm – 3:35 pm CET

Breakout Sessions

Make Your Strategy Unmistakable
Beyond Journeys and Touchpoints: How R+V Reframed the Role of CX

At R+V, we didn’t just launch CX projects – we redefined the role of CX itself. Our CX managers are not “journey owners” or workshop hosts, but business orchestrators who are expected to drive impact: on NPS, cancellations and efficiency. In this session, we’ll share what worked – and what clearly didn’t. You’ll hear our best practices, our worst mistakes and what it really takes to move from CX-as-theatre to CX-as-system-change.

Speakers:
Maxie Schmidt, VP, Principal Analyst, Forrester
Eldin Thomas, Head of CX & CRM Business, R+V Versicherung
Joana Dartsch, Customer Experience Consultant, R+V Versicherung

Optimize Journey Value With Data
Title Coming Soon
Session details coming soon.

Speakers:
Riccardo Pasto, Principal Analyst, Forrester
Jörg Corsten, Group Lead Services, Solution and Innovation, Roche

2:50 pm – 4:05 pm CET

Workshops

Attend one session:

Maximize A Complete Total Experience With Forrester’s EX Index
Your organization has CX goals that cannot achieved without the full support of employees who are engaged in doing the work to achieve personal and organizational success. Forrester’s new Total Experience Score reveals how employee experience (EX) contributes to your organization’s customer- and brand-focused objectives. In this workshop session, you will:
  • Learn how EX feeds directly into CX scores so you can make the case to your peers and leaders for investing in the EX-to-CX high-speed train.
  • Construct a plan for diagnosing your organization’s EX, drawing on direct and indirect measurement tools.
  • Develop an approach for boosting the three “E’s” of EX: empower, enable, and inspire.

Speakers:
James L. McQuivey, PhD, VP, Research Director, Forrester

Accelerate Your Innovation Lifecycle With Generative AI

Imagine an innovation team that never sleeps. Screening market trends around the clock and rapidly translating them into various product designs. Assessed for manufacturability, profitability, and strategic fit. AI-powered innovation management helps an increasing number of organizations to accelerate and de-risk their innovation portfolio. In this session, you will:

  • Learn about promising use-cases for AI-powered innovation across industries. 
  • Identify the key enablers for accelerated innovation in your organization. 
  • Derive target operating models that power this new paradigm of innovation management. 

Speakers:
Manuel Geitz, Principal Analyst, Forrester

3:35 pm – 4:20 pm CET

Coffee Break & Networking

Enjoy coffee and snacks while networking with peers in the Partner Lounge.

4:25 pm – 4:45 pm CET

Keynote: Forrester’s Total Experience Honour: Celebrating Europe’s Best‑In‑Class

Forrester’s Total Experience Honour recognizes organizations that set the benchmark for unified, high‑impact brand, customer, and employee experiences. This session provides an inside look at how Europe’s honorees bring teams, processes, and purpose together to drive growth, strengthen brand promise, and build an engaged, high‑performing workforce. Join us as we spotlight one of our honorees’ journeys and learn how you can advance your own total experience transformation.

Speakers:
Keith Johnston, VP, Group Director, Forrester

4:45 pm – 5:05 pm CET

Keynote Case Study

Session details coming soon. 

5:05 pm – 5:25 pm CET

Guest Keynote with BUPA Group

Session details coming soon.

Speakers:
Craig Goddard, Global Customer Director, BUPA Group

6:00 pm – 8:30 pm CET

Reception

Join us for refreshments and light appetizers. All registered attendees are welcome.

Wednesday Jun 10

8:00 am – 9:00 am CET

General Breakfast

9:00 am – 9:20 am CET

Welcome Back

Speakers:
Martin Gill, VP, Research Director, Forrester

9:25 am – 9:45 am CET

Keynote: The Human Foundation Of The AI‑Powered Enterprise

As artificial intelligence reshapes the demands on your business and customer expectations, many organizations respond by bolting AI onto systems never designed for trust or coherence. The result isn’t smarter experiences — it’s faster fragmentation and declining loyalty. This keynote session challenges leaders to confront a hard truth: AI failures are strategy failures. Learn how to build the foundation AI can’t invent on its own — clarity, trust, and intent — to deliver a true total experience powered by humans and AI.

Speakers:
Rusty Warner, VP, Principal Analyst, Forrester

9:50 am – 10:10 am CET

Guest Keynote with ClubMed

Session details coming soon.

10:15 am – 11:00 am CET

Coffee Break & Networking

Enjoy coffee and snacks while networking with peers in the Partner Lounge.

10:30 am – 11:45 am CET

Workshop: Storytelling & Dashboarding: Best-Practices

Despite the promise of chatting with your data using AI, building the foundation to enable natural language query is a challenge and one of the reasons why organizations are still using dashboards to communicate CX data. But good dashboards are rare! In this workshop, we will do hands-on exercises to learn about:
  • The biggest “gotchas” in designing dashboards.
  • Aligning dashboards with decision-making.
  • Best practices to use when designing dashboards and applying storytelling principles.

Speakers:
Maxie Schmidt, VP, Principal Analyst, Forrester
Riccardo Pasto, Principal Analyst, Forrester

11:00 am – 12:25 pm CET

Immersive Experience

Trading Floor for CX: Prioritize What Truly Moves the Needle

In this immersive trading‑floor simulation, teams pick their own CX adventure. Competing on cost discipline or growth, participants choose whether to prioritize hygiene, table-stakes, or signature journeys using brand promise, competitive context, and Forrester Total Experience Score drivers. Those choices shape the paths they follow and the investments they win in a live, Dutch‑style auction. Participants will

  • Make journey trade‑offs under constraints.
  • Decide where to stop, match, or differentiate.
  • Fund a CX investment portfolio.

Speakers:
Edoardo Zavarella, Principal Consultant, Forrester
Richard Sheahan, VP, Principal Consultant, Forrester

11:00 am – 11:45 am CET

Analyst-Led Roundtables

Session details coming soon.

11:00 am – 11:45 am CET

Breakout Sessions

Make Your Strategy Unmistakable
Build A Human Brand In A Digital World

Session details coming soon.

Optimize Journey Value With Data
Journeys as a Decision System: Aligning Insight, Action, and Impact
As journey management matures, the challenge shifts from insight to execution. Journeys must function as a decision system — translating insight into prioritized action and measurable impact. In this session, you will:
  • Understand how journeys function as a decision system linking insight, action, and impact.
  • Learn how to move from journey artifacts to prioritized action, funding, and accountability.
  • See how journeys are embedded into governance to drive continuous improvement.

Speakers:
Joana de Quintanilha, VP, Principal Analyst, Forrester

12:25 am – 1:25 pm CET

Networking Lunch

1:35 pm – 2:20 pm CET

Analyst-Led Roundtables

Session details coming soon.

1:35 pm – 2:20 pm CET

Breakout Sessions

Make Your Strategy Unmistakable
What Digital Governments Teach Us About Great CX
Whether it’s a high‑stakes task or an everyday interaction, breakdowns in a digital experience create friction that slows people down, increases frustration, and leads them to abandon the process. This couldn’t be truer than when it comes to serving citizen customers. This session uses insights from global digital governments to pinpoint where journeys break, and how to fix them. If governments around the world can make progress, so can you! In this session, we will:
  • Identify the steps where people most often get confused or stuck.
  • Map the emotional and cognitive needs that drive trust and follow‑through.
  • Apply design patterns that make complex processes clearer, more predictable, and easier to complete.

Speakers:
Kerstin Wehmeyer, Researcher, Forrester
Riccardo Pasto, Principal Analyst, Forrester

Optimize Journey Value With Data
Making Customer Obsession Part Of Your DNA

Session details coming soon.

Speakers:
Maxie Schmidt, VP, Principal Analyst, Forrester
April Nishimura, Vice President, Global Customer Experience, Infineon Technologies

1:35 pm – 2:25 pm CET

Immersive Experience

Trading Floor for CX: Prioritize What Truly Moves the Needle

In this immersive trading‑floor simulation, teams pick their own CX adventure. Competing on cost discipline or growth, participants choose whether to prioritize hygiene, table-stakes, or signature journeys using brand promise, competitive context, and Forrester Total Experience Score drivers. Those choices shape the paths they follow and the investments they win in a live, Dutch‑style auction. Participants will:

  • Make journey trade‑offs under constraints.
  • Decide where to stop, match, or differentiate.
  • Fund a CX investment portfolio.

Speakers:
Joana de Quintanilha, VP, Principal Analyst, Forrester
Edoardo Zavarella, Principal Consultant, Forrester
Richard Sheahan, VP, Principal Consultant, Forrester

2:30 pm – 2:35 pm CET

Welcome Back

Speakers:
Martin Gill, VP, Research Director, Forrester

2:35 pm – 2:55 pm CET

Guest Speaker

Session details coming soon.

3:00 pm – 3:20 pm CET

Guest Keynote with BNP Paribas

Session details coming soon.

Speakers:
Sophie Heller, CTO Retail Banking & Services , BNP Paribas

Download Agenda
Please note: Your downloaded agenda will reflect the filters applied from above. To download the full agenda, please hit “clear all” at the top of this page to clear your filters.

CX Summit EMEA · June 8–10, 2026 · Amsterdam

Contact us at events@forrester.com.

Register
Sign in or create an account to register.