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Bold Starts: Monday
Jun 23- 1:30 pm – 4:00 pm CDT Forrester Women's Leadership Program
- 2:30 pm – 4:00 pm CDT Workshop: Scope Your AI Agent Future
- 2:30 pm – 4:00 pm CDT Workshop: Make Sure Your CX Capabilities Are Mission-Ready
- 4:00 pm – 6:00 pm CDT Executive Leadership Exchange (Invite-Only)
- 4:30 pm – 6:00 pm CDT CX Certification Program: Journey Mapping Fundamentals
- 4:30 pm – 6:00 pm CDT Workshop: The OG Of Relationship Marketing: Using Email Marketing To Connect With Your Customers
- 6:00 pm – 7:30 pm CDT Welcome Reception
Tuesday
Jun 24- 8:15 am – 9:15 am CDT General Breakfast
- 9:15 am – 9:40 am CDT Opening Remarks
- 9:40 am – 10:10 am CDT Keynote: Adopt An Experience Mindset To Win And Retain The Distracted Consumer
- 10:10 am – 10:40 am CDT Keynote: Design For The Future Of Experiences
- 10:45 am – 11:30 am CDT Marketplace Coffee Break & Networking (In-Person Only)
- 10:50 am – 12:05 pm CDT Workshop: Build Your CX ROI Story
- 10:50 am – 12:05 pm CDT Workshop: Better Together: Customer Segmentation And Data Strategy
- 11:00 am – 11:30 am CDT Analyst-Led Roundtables (Pre-Registration Required)
- 11:30 am – 12:00 pm CDT Breakout Sessions
- 12:10 pm – 12:40 pm CDT Case Study Sessions
- 12:50 pm – 1:55 pm CDT Lunch & Marketplace (In-Person Only)
- 2:05 pm – 2:35 pm CDT Breakout Sessions
- 2:45 pm – 3:15 pm CDT Case Study Sessions
- 3:25 pm – 3:55 pm CDT Breakout Sessions
- 3:25 pm – 4:40 pm CDT Workshop: Level Up Your B2B CX Measurement
- 3:25 pm – 4:40 pm CDT Workshop: Build Effective Personas To Drive Empathy
- 3:55 pm – 4:40 pm CDT Marketplace Coffee Break & Networking (In-Person Only)
- 4:05 pm – 4:35 pm CDT Analyst-Led Roundtables (Pre-Registration Required)
- 4:05 pm – 4:35 pm CDT CX Summit Certification Roundtables (Pre-Registration Required)
- 4:40 pm – 5:10 pm CDT Keynote: 2025 Customer-Obsessed Enterprise Award
- 5:15 pm – 5:45 pm CDT Keynote: No More Excuses: Practice Customer Obsession The Right Way
- 5:45 pm – 5:45 pm CDT Closing Remarks
- 5:45 pm – 6:45 pm CDT Reception
Wednesday
Jun 25- 8:30 am – 9:30 am CDT General Breakfast
- 9:30 am – 9:40 am CDT Welcome Back
- 9:40 am – 10:10 am CDT Keynote: Brand + CX Powers Growth
- 10:15 am – 10:45 am CDT Keynote: 2025 Customer-Obsessed Leadership Award
- 10:50 am – 11:35 am CDT Marketplace Coffee Break & Networking (In-Person Only)
- 11:00 am – 11:30 am CDT Analyst-Led Roundtables (Pre-Registration Required)
- 11:00 am – 12:15 pm CDT Workshop: CX Quality, Trust, And The Role Of Technology For Health Insurers
- 11:00 am – 12:15 pm CDT Workshop: Condition Your Culture For Collaboration
- 11:35 am – 12:20 pm CDT Breakout Sessions + Ask The Expert
- 12:30 pm – 1:00 pm CDT Case Study Sessions
- 1:10 pm – 1:55 pm CDT Lunch & Marketplace (In-Person Only)
- 2:25 pm – 3:10 pm CDT Breakout Sessions + Ask The Expert
- 3:20 pm – 3:40 pm CDT Case Study Sessions
- 3:50 pm – 4:35 pm CDT Marketplace Coffee Break & Networking (In-Person Only)
- 4:00 pm – 4:30 pm CDT Analyst-Led Roundtables (Pre-Registration Required)
- 4:45 pm – 5:15 pm CDT Keynote: The Network Effects Of AI Create Powerful Experiences
- 5:15 pm – 5:15 pm CDT Closing Remarks
- 5:15 pm – 6:05 pm CDT Reception
- 6:05 pm – 7:20 pm CDT Live Music Performance
Thursday
Jun 26- 8:30 am – 9:30 am CDT General Breakfast
- 9:30 am – 10:45 am CDT Forrester Workshops
- 9:30 am – 10:00 am CDT Breakout Session
- 10:50 am – 11:20 am CDT Marketplace Coffee Break & Networking (In-Person Only)
- 10:50 am – 11:20 am CDT Analyst-Led Roundtables (Pre-Registration Required)
- 11:25 am – 11:55 am CDT Case Study Sessions
- 12:05 pm – 12:35 pm CDT Breakout Sessions
- 12:45 pm – 1:15 pm CDT Keynote: The Leadership Quandary: How Do Leaders Embed Measurement Without Killing Culture?
- 1:15 pm – 1:15 pm CDT Closing
Bold Starts: Monday Jun 23
Forrester Women's Leadership Program
Join us as we focus on how to help women leaders in your organization break down barriers and overcome challenges. Learn from your peers on advancement strategies for women leaders and participate in a conversation about how to develop meaningful relationships with women leaders in the CX, B2C Marketing, and Digital. All are welcome to join this in-person event!
Workshop: Scope Your AI Agent Future
AI agents are the next wave of technology and AI advancement, with the potential to take CX to a new level. But before jumping to pilots or vendor selections, companies must first consider the CX use cases and scope of tasks they’d like AI agents to handle. Join this hands-on session to:
- Identify and prioritize the use cases to focus on first.
- Identify the tech and collaborators you need.
- Evaluate the data you need and the data you need to safeguard.
- Establish the metrics that AI agents will improve to build the business case.
Speakers:
Michele Goetz, VP, Principal Analyst, Forrester
Stephanie Liu, Senior Analyst, Forrester
Workshop: Make Sure Your CX Capabilities Are Mission-Ready
Enable your CX function to optimize value for customers and for your organization. Identify why your organization invests in CX (compliance, adoption, advocacy, operational efficiency, trust and reputation, etc.), and take stock of your capabilities to deliver. By attending this hands-on session, you’ll have tools to:
- Reframe how your organization is driving CX value against mission outcomes.
- Evaluate your readiness to achieve your goals.
- Articulate what to own, upskill, collaborate on, and outsource.
Speakers:
Su Doyle, Senior Analyst, Forrester
Julie Young, Manager, Senior Consultant, Forrester
Executive Leadership Exchange (Invite-Only)
Join your C-level peers as the Executive Leadership Exchange (ELE) kicks off on our Bold Starts opening Day with a powerful line-up of guest speakers.
CX, B2C Marketing, and Digital leaders will share stories of how their organizations have driven successful transformation or innovation initiatives, before answering your questions. Forrester Analysts and Executive Partners will be on hand to facilitate the peer discussions, before inviting you to an exclusive ELE networking reception.
Speakers:
Jen Sanning, Executive Partner, Forrester
Ron Rogowski, VP, Executive Partner, Forrester
Katy Tynan, VP, Principal Analyst, Forrester
CX Certification Program: Journey Mapping Fundamentals
When done right, journey maps can transform both the customer experience (CX) and company culture. Yet, CX teams often struggle to get the most out of their mapping efforts because their maps lack a clear purpose, are unfit for the intended purpose, or haven’t been socialized with employees or validated with customers. Join this workshop, part of Forrester’s Summit-Exclusive Certification program, whether you’re new to journey mapping or seeking a refresher on best practices. In this session, you will:
- Get an introduction to Forrester’s approach to effective journey mapping.
- Learn about seven essential steps to frame the journey mapping effort, create the journey map, and ensure gains from journey mapping.
- Create a journey map collaboratively with your peers.
Speakers:
Senem Guler Biyikli, Analyst, Forrester
Jenna Wohead, Director, Product Management, Forrester
Workshop: The OG Of Relationship Marketing: Using Email Marketing To Connect With Your Customers
Amidst all of the innovation and consternation about generative AI, isn’t it a relief to know that you already have, in your current toolkit, the key to solid customer relationships? Email marketing is the most cost-effective way to sell to, engage, build relationships with, and collect data from your customers. And yet, most marketers pooh-pooh its usefulness, preferring other flashier, more complex modes of customer interaction. In this workshop, we bring sexy back to the OG of relationship marketing: email.
- How can you use email to build or deepen customer relationships?
- How does Forrester’s email marketing review methodology help you master the fundamentals your email programs need?
- How good are your emails at the basics?
Attendees should expect to learn Forrester’s email review methodology and apply it to their own and other attendee emails.
Speakers:
Shar VanBoskirk, VP, Principal Analyst, Forrester
Welcome Reception
Join us for refreshments and light appetizers. All registered attendees are welcome.
Tuesday Jun 24
General Breakfast
Keynote: Adopt An Experience Mindset To Win And Retain The Distracted Consumer
Welcome to the age of peak distraction, where consumers face about 35,000 decisions each day. Their non-linear journey with brands transcends communications, customer experience, and commerce. This means capturing their attention is harder than ever. Brands that break through unify their customer touchpoints — energizing CX, marketing, and digital business leaders around a total experience mindset. Here, a combined focus on every interaction levels up a brand’s ability to win and serve its customers.
Join us to:
- Learn how to connect with the distracted consumer
- Discover what it takes to adopt an experience mindset
- Take away tools to build a total experience journey
Speakers:
Kelsey Chickering, Principal Analyst, Forrester
Keynote: Design For The Future Of Experiences
The future is coming. Will you be ready? Only if you act now to future-proof the way your organization designs its experiences. Otherwise, you’ll be stuck playing catch-up as new technologies and customer behaviors overwhelm your existing design efforts. Join us to:
- Peer into the future of experiences and why current design practices are inadequate for them.
- Understand how to future-proof your organization’s approach to design.
- Take away practical tools to start evolving how your company designs.
Speakers:
AJ Joplin, Senior Analyst, Forrester
Marketplace Coffee Break & Networking (In-Person Only)
Marketplace breaks are your chance to connect with sponsors and catch up with colleagues on the show floor.
Workshop: Build Your CX ROI Story
CX’s staying power in an org, whether as a function or a concept, relies on its connection to business value. Executives are more likely to provide real support for CX when you can demonstrate its ROI. In this interactive workshop, you will:
- Learn about the business case levers that anchor CX to business outcomes.
- Get an introduction to Forrester Decisions tools for crafting a CX ROI story.
- Draft and test your own CX ROI story.
Speakers:
Judy Weader, Principal Analyst, Forrester
Workshop: Better Together: Customer Segmentation And Data Strategy
As acquiring customer data gets increasingly challenging, companies need to be strategic about what data they ask for and how. But narrowing down data collection strategies from the realm of the possible is a tall order. Join this hands-on session to learn how to:
- Define the business goals for your segmentation strategy.
- Use your customer segmentation strategy to shape your data collection initiatives.
- Identify opportunities to ask for customer data and deliver a great experience.
Speakers:
Stephanie Liu, Senior Analyst, Forrester
Zeid Khater, Analyst, Forrester
Analyst-Led Roundtables (Pre-Registration Required)
Expertly curated by our analysts, these 30-minute roundtables foster vibrant discussions among peers on trending topics. Held during breaks, they offer a prime opportunity for networking and knowledge sharing. Registration required.
Attend one session:
Keynote Q&A: Design For The Future Of Experiences
There are a lot of variables to consider when moving from the present state of your organization’s ability to design well and into the future state you envision. In this roundtable, we’ll discuss shared challenges, opportunities, and ways in which we might all move forward.
Speakers:
AJ Joplin, Senior Analyst, Forrester
Keynote Q&A: Adopt An Experience Mindset To Win And Retain The Distracted Consumer
Speakers:
Kelsey Chickering, Principal Analyst, Forrester
Breakout Sessions
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.
Lunch & Marketplace (In-Person Only)
Marketplace breaks are your chance to connect with sponsors and catch up with colleagues on the show floor.
Breakout Sessions
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.
Breakout Sessions
Workshop: Level Up Your B2B CX Measurement
A robust approach to CX measurement is crucial for the success of any B2B customer experience initiative. Without it, CX programs often struggle to drive meaningful action and demonstrate their value to the organization. This hands-on workshop leverages Forrester’s CX measurement architecture to help you identify impactful experience metrics beyond traditional customer survey feedback. By attending this workshop, you will:
- Discover and understand the different types of CX metrics utilized in B2B firms.
- Develop an inventory of appropriate CX metrics tailored to your organization.
- Determine how your CX measurement program can enhance organizational outcomes.
Speakers:
Rich Saunders, Senior Analyst, Forrester
Su Doyle, Senior Analyst, Forrester
Workshop: Build Effective Personas To Drive Empathy
Personas can be a powerful tool for building empathy, creating alignment between functions, and driving customer-obsessed decision-making. But many personas fall flat because they’re created based on outdated practices. In this workshop, you will:
- Learn about the seven qualities of effective personas and Forrester’s framework for evaluating your company’s personas.
- Practice applying the framework to actual personas and brainstorm opportunities to improve them with your peers.
- Create a plan to uplevel your company’s approach to personas for maximum impact.
Speakers:
Audrey Chee-Read, Principal Analyst, Forrester
Gina Bhawalkar, Principal Analyst, Forrester
Marketplace Coffee Break & Networking (In-Person Only)
Marketplace breaks are your chance to connect with sponsors and catch up with colleagues on the show floor.
Analyst-Led Roundtables (Pre-Registration Required)
Expertly curated by our analysts, these 30-minute roundtables foster vibrant discussions among peers on trending topics. Held during breaks, they offer a prime opportunity for networking and knowledge sharing. Registration required.
Attend one session:
How Do You Do Self-Service Right?
Fancy AI technology holds the promise of much better customer self-service. So far, breakthrough customer self-service is the exception, not the rule. In this roundtable, we will talk about application design, the power of AI and new technology, and what successful self-service should look like in 2025 and beyond.
Speakers:
Max Ball, Principal Analyst, Forrester
Sharing Leadership Best Practices And Honest Pitfalls
Speakers:
James L. McQuivey, PhD, VP, Research Director, Forrester
CX Summit Certification Roundtables (Pre-Registration Required)
Expertly curated by our analysts, these 30-minute roundtables foster vibrant discussions among peers on trending topics. Held during breaks, they offer a prime opportunity for networking and knowledge sharing. Registration required.
Attend one session:
Ground Your Journeys In Measurement
Speakers:
Pete Jacques, Principal Analyst, Forrester
Make Your Journeys Accessible
Speakers:
Julie Young, Manager, Senior Consultant, Forrester
Design Future-State Journeys
Journey Mapping Tips And Tricks
Speakers:
Senem Guler Biyikli, Analyst, Forrester
Design Employee Journeys
Inform Journeys With Customer Insights
Speakers:
Zeid Khater, Analyst, Forrester
Keynote: 2025 Customer-Obsessed Enterprise Award
Forrester’s Customer-Obsessed Enterprise Award celebrates an organization that exemplifies customer obsession by putting the customer at the center of its leadership, strategy, and operations to achieve wins for customers, employees, and the business. This session will share insights from Forrester’s 2025 North American award winner.
Speakers:
Sharyn Leaver, Chief Research Officer, Forrester
Keynote: No More Excuses: Practice Customer Obsession The Right Way
All those reasons why customer obsession is too hard don’t matter. Customer experience wins business. Join this keynote to learn how to activate customer obsession no matter your organization’s size, business model, or industry. We’ll unveil Forrester’s next-generation Customer Obsession Assessment which you can use to:
- Profile your company type.
- Learn how other companies like yours take on customer obsession.
- Create a roadmap that will work within your organization’s constraints.
Speakers:
Shar VanBoskirk, VP, Principal Analyst, Forrester
Reception
Join us in the Marketplace for an opening night reception full of networking, fun, food and refreshments.
Wednesday Jun 25
General Breakfast
Keynote: Brand + CX Powers Growth
Brand experience (BX) and customer experience (CX) are two sides of the same coin — companies must invest in both simultaneously to maximize growth. An integrated strategy can increase revenue up to 3.5x — significantly more than focusing on one or the other. In this session, you will:
- Learn about Forrester’s new Brand Experience Index and Total Experience Score.
- Discover how they can help your brand shape acquisition and retention strategies.
- See examples in banking, automotive, retail, and more.
Speakers:
Dipanjan Chatterjee, Vice President, Principal Analyst, Forrester
Pete Jacques, Principal Analyst, Forrester
Keynote: 2025 Customer-Obsessed Leadership Award
Forrester’s 2025 Customer-Obsessed Leadership Award recognizes senior leaders who exemplify customer obsession. Join us in speaking with Forrester’s 2025 Leadership Award winners so you can:
- Gain insights into how these leaders put customers at the heart of their business.
- Apply a customer-obsessed mindset to your own initiatives and your organization.
- Align across your organization to put the customer at the center of everyone’s work.
Speakers:
Keith Johnston, VP, Group Director, Forrester
Marketplace Coffee Break & Networking (In-Person Only)
Marketplace breaks are your chance to connect with sponsors and catch up with colleagues on the show floor.
Analyst-Led Roundtables (Pre-Registration Required)
Expertly curated by our analysts, these 30-minute roundtables foster vibrant discussions among peers on trending topics. Held during breaks, they offer a prime opportunity for networking and knowledge sharing. Registration required.
Attend one session:
Sticky Data Storytelling Solutions
Three Post-it notes might just change your life. Come learn three sticky storytelling essentials to improve your data storytelling skills so you can better influence others through improved communication — even if you don’t have authority over your audiences.
Speakers:
Kim Herrington, Senior Analyst, Forrester
Combining Brand + CX Is Hard But Possible
Speakers:
Mike Proulx, VP, Research Director, Forrester
Workshop: CX Quality, Trust, And The Role Of Technology For Health Insurers
Health insurers are at a critical turning point on trust and CX quality. Optimizing technology supports delivering at scale without compromising either. Workshop participants will:
- Learn the latest data around US health insurer CX quality and trust and how technology supports innovation and better experiences.
- Connect their current and planned work to drivers of CX quality and trust.
- Exchange ideas with peers to improve CX and elevate the importance of this work in their organization.
Speakers:
Arielle Trzcinski, Principal Analyst, Forrester
Shannon Germain Farraher, Senior Analyst, Forrester
Judy Weader, Principal Analyst, Forrester
Workshop: Condition Your Culture For Collaboration
Effective collaboration isn’t a nice-to–have, it’s mission-critical. But we aren’t taught how to collaborate efficiently, influence our stakeholders, and harness diverse perspectives. Instead, we surround ourselves with people who think exactly like we do, creating an echo chamber of diminishing returns. Join this interactive session to challenge your understanding of effective collaboration and open doors to effective cross-functional partnership.
Speakers:
Betsy Summers, Principal Analyst, Forrester
Breakout Sessions + Ask The Expert
This is a 30-minute breakout session followed by a 15-minute Q&A.
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.
Lunch & Marketplace (In-Person Only)
Marketplace breaks are your chance to connect with sponsors and catch up with colleagues on the show floor.
Breakout Sessions + Ask The Expert
This is a 30-minute breakout session followed by a 15-minute Q&A.
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.
Marketplace Coffee Break & Networking (In-Person Only)
Marketplace breaks are your chance to connect with sponsors and catch up with colleagues on the show floor.
Analyst-Led Roundtables (Pre-Registration Required)
Expertly curated by our analysts, these 30-minute roundtables foster vibrant discussions among peers on trending topics. Held during breaks, they offer a prime opportunity for networking and knowledge sharing. Registration required.
Attend one session:
Keynote Q&A: Brand + CX Powers Growth
Speakers:
Pete Jacques, Principal Analyst, Forrester
Dipanjan Chatterjee, Vice President, Principal Analyst, Forrester
Creating Strategy From The Outside In
Speakers:
Shar VanBoskirk, VP, Principal Analyst, Forrester
Keynote: The Network Effects Of AI Create Powerful Experiences
Automation and AI augmentation will either disrupt your company’s ability to execute or empower it to create better experiences for their customers. The network effects of AI allow companies to redistribute tasks, skills, and roles to deliver seamless, impactful experiences. During this session, you will:
- Learn about the network effects and how they forge a connection between CX, marketing, and digital business.
- Understand how to set a strategy to progress from cost efficiency to productivity to effective experiences.
- Identify how the network effects impact talent and workflow.
Speakers:
Jay Pattisall, VP, Principal Analyst, Forrester
Reception
Live Music Performance
Thursday Jun 26
General Breakfast
Forrester Workshops
Breakout Session
Marketplace Coffee Break & Networking (In-Person Only)
Marketplace breaks are your chance to connect with sponsors and catch up with colleagues on the show floor.
Analyst-Led Roundtables (Pre-Registration Required)
Expertly curated by our analysts, these 30-minute roundtables foster vibrant discussions among peers on trending topics. Held during breaks, they offer a prime opportunity for networking and knowledge sharing. Registration required.
Attend one session:
Effectively Engaging Loyal Customers In Retail/Financial Services
Loyalty programs are ubiquitous, so why are so many customers disengaged? In this roundtable, we will discuss innovative engagement strategies in retail and food services that keep customers coming back and spending more.
Speakers:
John Pedini, Principal Analyst, Forrester
Keynote Q&A: The Network Effect Of AI Innovations
Speakers:
Jay Pattisall, VP, Principal Analyst, Forrester
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.
Breakout Sessions
Keynote: The Leadership Quandary: How Do Leaders Embed Measurement Without Killing Culture?
You must measure CX, and you must measure the EX that gets you there. But metrics can overtake strategy very quickly, signaling which outcomes the organization values and will reward. In this session, leaders will learn to:
- See how metrics, when incorrectly applied, drive harmful behavior and culture.
- Make strategy the goal, not the metrics that support them.
- Intentionally shape the culture to serve the strategy, with metrics as a tool, not a master.
Speakers:
Angelina Gennis, Senior Analyst, Forrester
Session Types Explained
CX Summit North America · June 23 – 26, 2025 · Nashville & Digital
Contact us at events@forrester.com.