CX Summit
EMEA

June 8–10, 2026 · Amsterdam

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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
  • 2:30 pm – 5:00 pm CET Workshop: Build A Customer-Obsessed Roadmap Leveraging The Total Experience Score
  • 3:30 pm – 5:00 pm CET Forrester Women's Leadership Program
  • 5:00 pm – 6:00 pm CET Reception
  • 6:00 pm – 9:30 pm CET Executive Leadership Exchange (Invite-Only): An Amsterdam Evening: Canals & Vermeer

Tuesday

Jun 9
  • 8:00 am – 9:00 am CET General Breakfast
  • 8:00 am – 8:50 am CET Rise & Thrive: Future Leaders Breakfast (Invite-Only)
  • 9:00 am – 9:10 am CET Welcome Remarks
  • 9:10 am – 9:30 am CET Keynote: Maximize Your Total Experience With Forrester’s EX Index
  • 9:35 am – 10:00 am CET Guest Keynote: Lead with Empathy, Win With Impact
  • 10:00 am – 10:20 am CET Keynote: Distrust In The Age Of AI
  • 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
  • 12:30 pm – 1:30 pm CET Executive Leadership Exchange (Invite-Only): Networking Lunch
  • 1:30 pm – 2:00 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 – 3:45 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
  • 4:55 pm – 5:20 pm CET Guest Keynote
  • 6:00 pm – 9:00 pm CET CX EMEA Evening Reception at LuminAir

Wednesday

Jun 10
  • 8:00 am – 9:00 am CET General Breakfast
  • 9:00 am – 9:05 am CET Welcome Back
  • 9:10 am – 9:30 am CET Keynote: The Human Foundation Of The AI‑Powered Enterprise
  • 9:30 am – 9:50 am CET Guest Keynote with BNP Paribas
  • 9:55 am – 10:35 am CET Coffee Break & Networking
  • 9:55 am – 10:35 am CET Executive Leadership Exchange (Invite-Only): Exclusive Keynote Q&A
  • 10:10 am – 10:30 am CET Get The Most From Forrester
  • 10:00 am – 11:15 am CET Workshop: Storytelling & Dashboarding: Best-Practices
  • 10:15 am – 12:00 pm CET Immersive Experience
  • 10:35 am – 11:05 am CET Case Study Sessions
  • 11:15 am – 12:00 pm CET Analyst-Led Roundtables
  • 11:15 am – 12:00 pm CET Breakout Sessions
  • 12:00 pm – 1:00 pm CET Networking Lunch
  • 12:00 pm – 1:00 pm CET Certification Lunch: Wrap-Up
  • 1:00 pm – 2:00 pm CET Pitch Perfect: Future Leaders Pitch Contest
  • 1:10 pm – 1:55 pm CET Analyst-Led Roundtables
  • 1:10 pm – 1:55 pm CET Breakout Sessions
  • 1:10 pm – 2:00 pm CET Immersive Experience
  • 2:05 pm – 2:10 pm CET Welcome Back
  • 2:10 pm – 2:40 pm CET Guest Keynote: AI At Scale: Club Med's Path To Real Impact
  • 2:40 pm – 2:45 pm CET Closing Remarks

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

2:30 pm – 5:00 pm CET

Workshop: Build A Customer-Obsessed Roadmap Leveraging The Total Experience Score

Building your organization’s customer-obsessed roadmap using the drivers within the Total Experience Score ensures cross-functional collaboration on the technology investments required for employees, the brand, and customer experience. Think of it as developing your brain’s cortex for higher-order thinking, planning, and focus. In this context, AI is not a “rip and replace” solution; instead, AI is the catalyst rebooting and connecting stagnant, siloed architectures, turning traditional stacks into interconnected ecosystems where data, intelligence, and real-time orchestration flow seamlessly.

Join this session to:

  • Understand why siloed tech stacks hinder cross-functional collaboration.
  • Learn a new approach for building a unified technology ecosystem.
  • Create a roadmap that aligns customer use cases with tech investments.

Speakers:
Rusty Warner, 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.

Here’s a glimpse of what’s in store:
3:00–3:30 PM | Arrival & Connection
Registration, find your table, and exchange advice with peers
3:30–3:45 PM | Welcome & Get‑to‑Know‑You BINGO
Kick off the afternoon with energy, connection, and a bit of fun
3:45 – 4:30​ PM | Panel: Human‑First Leadership in the AI Era
Market volatility, AI acceleration, internal transformation, and rising customer expectations are redefining what it means to lead. In this panel, Cat Lecardonnel and Anastasia Zdoroviak join Enza Iannopollo and Fiona Swerdlow to explore how senior leaders guide teams through continuous change—while navigating the new expectations created by AI‑driven work, automation, and faster decision cycles.
Together, they will unpack the hard – and rewarding! – parts of modern, AI‑era leadership: aligning stakeholders around change, influencing across functions, and making decisions that balance technology, customers, and employees. We’ll explore what they’ve learned about navigating new leadership expectations, and how they build momentum without relying on heroics. The discussion also examines how leaders coach and grow teams through transformation—what to delegate, how to build judgment and trust in an AI‑enabled environment, and how to create meaningful opportunities for emerging leaders to step up and lead.
  • Anastasia, Zdoroviak​, Chief Customer Experience Officer, Snoonu
  • Cat Lecardonnel​, Head of Customer Experience, Sainsbury’s, Supermarkets Ltd.
  • Enza Iannopollo​, VP, Principal Analyst, Forrester
  • Fiona Swerdlow​, VP. Research Director, Forrester
4:30–4:55 PM | Roundtable Discussions
4:55–5:00 PM | Closing & Thank You

Speakers:
Fiona Swerdlow, VP, Research Director, Forrester
Enza Iannopollo, VP, Principal Analyst, Forrester
Anastasia Zdoroviak, Chief Customer Experience Officer , Snoonu

5:00 pm – 6:00 pm CET

Reception

6:00 pm – 9:30 pm CET

Executive Leadership Exchange (Invite-Only): An Amsterdam Evening: Canals & Vermeer

The ELE experience begins with a reception cruise through Amsterdam’s iconic canals, offering guests a picturesque journey past the city’s most celebrated sights. The evening culminates in an exclusive private dinner at the Michelin‑starred restaurant Vermeer, where chef Sebastian Baquero Garces crafts a refined, seasonally inspired menu that pairs classic French elegance with the pure, sustainable flavours of Dutch ingredients from sea, land, and earth.

Speakers:
Ron Rogowski, VP, Executive Partner, Forrester
Richard Sheahan, VP, Executive Partner, Forrester

Tuesday Jun 9

8:00 am – 9:00 am CET

General Breakfast

8:00 am – 8:50 am CET

Rise & Thrive: Future Leaders Breakfast (Invite-Only)

  • 8:00 – 8:10 am | Welcome – Paul Ferron 
  • 8:10 – 8:40 am | Topic Tables 
    Forrester analysts will lead table discussions on topics such as negotiating skills, how AI will affect your career, and finding a mentor.
  • 8:40 – 8:50 am | Navigating CX EMEA Summit And Wrap-Up 

Speakers:
Paul Ferron, VP, Research Director, Forrester

9:00 am – 9:10 am CET

Welcome Remarks

Speakers:
Martin Gill, VP, Research Director, Forrester

9:10 am – 9:30 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

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: 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

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.

Attend one session:

10:30am - 10:40am - Papirfly: How To Stop AI Breaking Your Brand
AI is transforming customer experience — but without strong brand foundations, it only amplifies inconsistency.
This session explores why brand control is critical in the AI era and how to take practical steps to strengthen it across your organization.
Attendees will learn:
-Why AI exposes weak brand foundations at scale
-How your team can deliver your true brand identity
-Quick wins to enable controlled, on-brand content creation

Speakers:
Frank Tommy Brotke, Head of Product Marketing, Papirfly

10:45am - 10:55am - GetVocal Spotlight Session
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

The Most Expensive Insights You’re Ignoring: The Business Case For Complaint Management
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, Executive Partner, 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

Attend one session:

Optimizely Case Study
TheyDo: From Mapping To Operating: How Pfizer Built A Journey Management System That Sticks
Most CX programs generate insights that never drive change. Pfizer’s team built something different: a journey management operating model with clear roles, governance, and change management baked in from the start. The result is a living system, already generating measurable outcomes across the field, and it’s only getting started.
Join Pfizer’s Journey Ecosystem Lead, Commercial AI Accelerator, Grace de Athayde to learn:
– How to stand up journey management at scale with clear team accountability, from journey owners responsible for the full experience to business translators maintaining insights and opportunities
– Why change management is the missing ingredient in most CX programs, and how Pfizer embedded it into their operating model to drive cross-team adoption that sticks
– How AI accelerates the system once the foundation is right, helping Pfizer continuously surface and prioritize field insights rather than letting them die in PowerPoint

Speakers:
Grace de Athayde, Journey Ecosystem Lead, Commercial AI Accelerator, Pfizer Inc.

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

12:30 pm – 1:30 pm CET

Executive Leadership Exchange (Invite-Only): Networking Lunch

Continue the conversation over lunch with peers who share your level of responsibility and perspective. This intimate, executive‑only gathering is designed for candid discussion—an opportunity to exchange insights, explore today’s most pressing leadership challenges, and build on the connections formed the night before.

Speakers:
Ron Rogowski, VP, Executive Partner, Forrester
Richard Sheahan, VP, Executive Partner, Forrester

1:30 pm – 2:00 pm CET

Analyst-Led Roundtables

Curated by our analysts, these 30-minute sessions spark lively peer discussions on timely CX topics. Held during breakout sessions in a dedicated area of the meal room, they offer a great opportunity for networking and knowledge sharing. Registration is required.

Attend one session:

When Banking Talks Back: Designing Conversational CX at Scale

A peer discussion on how conversational AI is reshaping digital banking—from intent recognition to trust, transparency, and moments that still require a human touch.

Speakers:
Aurelie L'Hostis, Principal Analyst, Forrester

B2B CX Grows Up: From Relationships to Revenue Engines

This roundtable explores how leading B2B organizations are evolving CX from account management to a measurable driver of growth, loyalty, and differentiation.

Speakers:
Paul Ferron, VP, Research Director, Forrester

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, Executive Partner, 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:

Cresta Case Study
Luware Case Study
2:50 pm – 3:45 pm CET

Analyst-Led Roundtables

Curated by our analysts, these 45‑minute sessions spark lively peer discussions on timely CX topics. Held during breakout sessions in a dedicated area of the meal room, they offer a great opportunity for networking and knowledge sharing. Registration is required.

Attend one session:

Your Next Customer Isn’t Human: Preparing for AI Agents as the New Audience
As AI agents increasingly act on behalf of customers, this roundtable examines how CX leaders must rethink design, trust, and engagement for machine‑mediated experiences.

Speakers:
Fiona Swerdlow, VP, Research Director, Forrester

Government Meet-Up

Join Riccardo and Kerstin for a candid conversation with government leaders on shared challenges, priorities, and what’s ahead.

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

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 Net Promoter Score℠, 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.
  • What it takes to move from CX-as-theater 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
How To Upskill An Organization - Learnings From Roche’s AI journey

Roche’s AI journey shows how training enables a culture change and real adoption at scale. This session shares how Roche “AI‑ified” the enterprise across strategy, collaboration, and daily work—upskilling 97,000 people, leading through enablement, and moving from tool-specific training to the art of prompting. Learn what worked, what challenged culture, and what’s next with agentic AI. Attendees will learn: 

  • How to design scalable, culture-aware AI upskilling 
  • How cascading, peer-led training accelerates AI impact 
  • How to drive adoption beyond efficiency toward transformation 

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.

JourneyTrack: Stop Just Adding AI. Start Making It Work.
AI is accelerating CX. But without structure, it amplifies noise, not impact. JourneyTrack shows how AI strengthens journey management and intelligence, from Journi, our AI Agent, to Storytelling AI and emerging Governance AI, so teams move faster with clarity, alignment, and accountability while staying focused on the human experience.
Attendees will learn:
  • How JourneyTrack’s AI accelerates journey insights and alignment
  • How it turns insights into action and accountability
  • How to scale governance without added complexity

Speakers:
Ania Rodriguez, Founder & CEO, JourneyTrack

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

4:55 pm – 5:20 pm CET

Guest Keynote

Session details coming soon.

6:00 pm – 9:00 pm CET

CX EMEA Evening Reception at LuminAir

Get ready for a night of great vibes! All CX EMEA attendees are invited to join us for an evening of networking, drinks, and fun at LuminAir—Amsterdam’s elevated sky bar that quite literally sits above the clouds.
With its sky‑inspired design, glowing light installations, and ever‑shifting atmosphere, LuminAir feels like stepping into a living piece of art. It’s the perfect backdrop to unwind, connect, and soak in some unforgettable views.
Trust us—you definitely don’t want to miss this one.

Wednesday Jun 10

8:00 am – 9:00 am CET

General Breakfast

9:00 am – 9:05 am CET

Welcome Back

Speakers:
Martin Gill, VP, Research Director, Forrester

9:10 am – 9:30 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

9:30 am – 9:50 am CET

Guest Keynote with BNP Paribas

Session details coming soon.

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

9:55 am – 10:35 am CET

Coffee Break & Networking

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

9:55 am – 10:35 am CET

Executive Leadership Exchange (Invite-Only): Exclusive Keynote Q&A

ELE attendees gain private access to an exclusive Q&A session with the CX EMEA keynote speaker. This closed‑door conversation offers the chance to engage directly, ask the questions that matter most at the executive level, and explore insights uniquely relevant to today’s C‑suite leaders.

Speakers:
Ron Rogowski, VP, Executive Partner, Forrester
Richard Sheahan, VP, Executive Partner, Forrester

10:10 am – 10:30 am CET

Get The Most From Forrester

In a rapidly changing market, Forrester clients benefit from access to a powerful ecosystem of insights, tools, and experts. In this session, we’ll provide tactical examples of how professionals like you leverage Forrester to de-risk decisions and accelerate impact.

Whether you’re a current client looking to get more from your access or exploring what a Forrester partnership could unlock, this session will give you a practical, real‑world look at what’s possible.

Speakers:
Martin Gill, VP, Research Director, Forrester

10:00 am – 11:15 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

10:15 am – 12:00 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, Executive Partner, Forrester

10:35 am – 11:05 am 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:

DevRev Case Study
Dialpad Case Study
11:15 am – 12:00 pm CET

Analyst-Led Roundtables

Curated by our analysts, these 45‑minute sessions spark lively peer discussions on timely CX topics. Held during breakout sessions in a dedicated area of the meal room, they offer a great opportunity for networking and knowledge sharing. Registration is required.

Attend one session:

Designing Work That Works for Humans and AI

A peer exchange on how employee experience must evolve as AI reshapes roles, workflows, and expectations—without losing meaning, motivation, or trust.

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

Beyond Pilots: Turning AI‑Powered Innovation into Real Impact
This discussion focuses on how organizations move past experimentation to embed AI innovation into everyday decisions, processes, and outcomes.
Please note: To ensure a great experience for everyone, attendees who participated in Accelerate Your Innovation Lifecycle With Generative AI are not eligible to register for this roundtable.

Speakers:
Manuel Geitz, Principal Analyst, Forrester

11:15 am – 12:00 pm CET

Breakout Sessions

Make Your Strategy Unmistakable
Tony’s Chocolonely: Making Mission Click Digitally

A small chocolate company on a big mission to end exploitation in cocoa. Tony’s Chocolonely’s Platform Lead, Chiel Versteeg, shares how Tony’s Chocolonely brings the brand promise to life online with the help of AI. In this session, you’ll hear how Tony’s Chocoloney:

  • Uses AI as a tool to keep conversations “typically Tony’s”
  • Allows customers to “be their own Tony” with the help of genAI
  • Ensures that content aligns to Tony’s Chocoloney’s values

 

Speakers:
Chiel Versteeg, Chief Platform Lead, Tony's Chocolonely

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

12:00 pm – 1:00 pm CET

Networking Lunch

12:00 pm – 1:00 pm CET

Certification Lunch: Wrap-Up

Join your peers to reflect on the program and discuss key takeaways. If you’ve completed your workbook, you’re welcome to submit it during this session.

Speakers:
Michelle Reilly, Experience Manager, Certifications, Forrester
Joana de Quintanilha, VP, Principal Analyst, Forrester

1:00 pm – 2:00 pm CET

Pitch Perfect: Future Leaders Pitch Contest

Future Leaders are invited to join us for an energizing, hands-on session. You’ll team up in small groups to craft a compelling budget and resource pitch using a Forrester template—then bring it to life in front of a panel of analysts. They’ll choose a winning team and share actionable feedback with everyone. Get ready to sharpen your influence and have some fun along the way!

Speakers:
Paul Ferron, VP, Research Director, Forrester
Keith Johnston, VP, Group Director, Forrester

1:10 pm – 1:55 pm CET

Analyst-Led Roundtables

Curated by our analysts, these 45‑minute sessions spark lively peer discussions on timely CX topics. Held during breakout sessions in a dedicated area of the meal room, they offer a great opportunity for networking and knowledge sharing. Registration is required.

Journey Mapping That Actually Drives Change

A practical conversation on shifting journey mapping from static artifacts to living management tools that guide prioritization, governance, and investment.

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

1:10 pm – 1:55 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
Leading Customer-Centric Change Beyond Technology and AI -

AI accelerates customer experience, but in complex B2B environments, technology is rarely the real barrier to transformation—organizational change capacity is. This session shares lessons from a multi‑year customer‑centric transformation at a global semiconductor company, revealing how progress emerged through leadership choices, organizational learning, and iterative course correction. CX and transformation leaders will gain a grounded view of how change truly unfolds in legacy enterprises and how to spot—and strengthen—momentum as it appears. 

In this session, you will learn: 

  • Why customer‑centric transformations emerge organically, not linearly 
  • How to detect and reinforce change patterns already in motion 
  • Where human leadership—not AI—ultimately determines CX traction 

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

1:10 pm – 2:00 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, Executive Partner, Forrester

2:05 pm – 2:10 pm CET

Welcome Back

Speakers:
Martin Gill, VP, Research Director, Forrester

2:10 pm – 2:40 pm CET

Guest Keynote: AI At Scale: Club Med's Path To Real Impact

Five years ago, Club Med began rebuilding its data foundations and reshaping how teams think about AI, not as a technology initiative but as a business discipline. This session traces that journey from early groundwork through today’s agentic use cases delivering measurable P&L results. It examines the enablers that made scaling possible: governance, technology architecture, and large-scale upskilling, and shows how AI is now shaping the future of work while preserving Club Med’s distinctive human touch.

Speakers:
Siddhartha Chatterjee, Global Chief Data & AI Officer, Club Med

2:40 pm – 2:45 pm CET

Closing Remarks

Speakers:
Martin Gill, VP, Research Director, Forrester

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

Contact us at events@forrester.com.

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