The CX Cast

Joana de Quintanilha, Forrester’s journey mapping expert, shares her insights on optimizing customer experiences. She discusses transforming journey maps from static forms into dynamic, actionable tools that drive improvements. The conversation highlights the significance of capturing short-term wins and utilizing metrics to align customer expectations. Joana also emphasizes the role of technology, showcasing how AI can enhance journey mapping through real-time data integration. This final installment reflects on the evolution of journey management and encourages ongoing engagement.

Joana de Quintanilha, Forrester’s journey mapping expert, shares her extensive knowledge on validating customer journey maps. She emphasizes the importance of direct customer engagement and a mix of quantitative and qualitative methods to gain insights. The discussion illuminates how adapting journey maps to evolving customer interactions is crucial. Joana also highlights the role of software in optimizing customer experiences and the growing accessibility of various journey mapping tools that cater to different organizational needs.

Joana de Quintanilha, a journey mapping expert at Forrester, shares her insights into the creation of journey maps and the planning of effective workshops. She emphasizes the importance of using digital tools like Mural and Miro for hybrid settings. Key discussions include mastering customer experience storytelling, maintaining workshop momentum, and fostering engaging ideation sessions. Joana also unveils techniques for prioritizing customer experience improvements and bridging gaps between customer pain points and organizational perceptions.

Joana de Quintanilha, a journey mapping expert at Forrester, dives into the intricacies of journey mapping. She explains how effective journey mapping acts as a change management tool, detailing a structured seven-step approach. The discussion highlights essential preparations for journey mapping workshops, including identifying key participants and crafting customer personas. Joana emphasizes the importance of thorough scoping, stakeholder involvement, and balancing qualitative with quantitative data to drive meaningful customer experience improvements.

We continue our series on Prudential’s CX transformation by interviewing John Sciacchitano, VP, Head of Journey Management. He describes a framework of journey management that's sensitive to stakeholder and customer mindsets.

Eighty percent of UK consumers believe that firms should always disclose when they use AI, yet only 48% believe that AI powers self-driving cars. With such a mismatch between consumer expectations and knowledge, Enza Iannopollo, Forrester Principal Analyst, joins us to discuss how to use emerging EU legislation as a foundation to build trusted AI.

Derek Allgood, Vice President of Global Customer Experience at eBay, shares insights from his role in shaping customer experience while prioritizing employee well-being. He discusses the importance of building strong internal relationships and fostering a culture that values genuine connections. The conversation delves into how eBay enhances accessibility and handles customer feedback. Derek also explores the balance between automation and human interaction in customer service, emphasizing the need for effective governance to navigate future challenges.

In this episode of CX Cast, we sit down with Chris Lipman, Chief Customer Experience Officer at e&. Together, we delve into the nuances of leveraging Net Promoter Score℠ (NPS) to not only measure customer satisfaction but also drive meaningful business results.

Brands want customer feedback, and Forrester research shows that customers are willing to give it—when asked properly. But too often, brands will send out a never-ending stream of ill-timed, poorly designed surveys that even the most helpful customer declines to answer. Forrester VP, Principal Analyst Maxie Schmidt joins the podcast to argue the case for treating feedback as a customer touchpoint. Featuring: Maxie Schmidt, VP, Principal Analyst Show Notes: Brands want customer feedback, and Forrester research shows that customers are willing to give it—when asked properly. But too often, brands will send out a never-ending stream of ill-timed, poorly designed surveys that even the most helpful customer declines to answer. Forrester VP, Principal Analyst Maxie Schmidt joins the podcast to argue the case for treating feedback as a customer touchpoint. We discuss: What types of questions should brands ask customers--and which should they avoid? How do surveys reflect the relationship that brands want with their customers? What do customers want out of surveys? How can brands design better surveys? Additional Resources Why And How To Pretest Surveys With Customers Companies have our data. Why do they keep asking if we like them?

Forrester's CX Index measures customers' perceptions of how well companies deliver customer experiences to ultimately build or sustain loyalty. It assesses CX quality based on ease, effectiveness and emotion. VP, Research Director Oliwia Berdak and Researcher Jana Gül share their analysis of 2024 CX Index performance in Europe, diving into insights that explain the scores specific to banking within and across several countries.