The CX Cast

What if CX leaders could stop guessing what stakeholders want and instead ask a single structured prompt: “If you knew __ about customers, what would you do?” In this episode, we dig into the benefits of asking this question with Senior Analyst Colleen Fazio.

AI‑mediated search is rapidly becoming a primary entry point for financial decisions. Customers now start their banking journeys with LLM platforms, not branded sites — and they trust these tools enough to ask sophisticated, advice level questions. Solo host Martin Gill speaks with principal analyst Aurelie L’Hostis to break down this shift and what leaders must do now. Aurelie shares new data on how consumers use third‑party AI assistants for banking queries, why trust is shifting, and how AI‑powered search is reducing human traffic to brand websites. She also outlines the coming rise of agent‑to‑agent interactions and the backstage capabilities that banks must develop before conversational banking can scale.

Many CX leaders look at their org chart and wonder: Is this career path dead end or a launchpad? Co-hosts Martin Gill and Angelina Gennis sit down with Tina Lilje, former Head of Global Customer Experience at Philips Healthcare, to unpack what a sustainable, upward career in customer experience (CX) really looks like. We explore how to: Use a CX leadership role as a springboard into broader business leadership. Read job descriptions, org charts, budgets, and KPIs to spot which organizations are serious about CX – and which are doing “CX by rebranding.” Translate CX capabilities into transferable skills that HR, CFOs, and CEOs actually understand. Navigate metrics obsession so CX measurement, surveys, and NPS support your career instead of trapping you in metrics myopia. Stay credible on AI in CX without losing sight of the human experiences that still differentiate brands. Tina also shares practical advice for day‑one CX leaders: how to listen, build allies, and anchor every conversation in business outcomes, not tools or jargon.

CX leadership demands more than functional expertise. It requires curiosity to uncover what others overlook, courage to ask bold questions, and communication that connects CX work to business outcomes. Angelina Gennis talks with Principal Analyst, Judy Weader and VP, Principal Analyst, Katy Tynan, about how leaders at every level build influence and move organizations toward customer‑focused change. They cover: How the Three C’s of curiosity, courage, and communication show up in effective CX leadership. Why CX leaders must translate customer experience (CX) into business language that resonates with CFOs and executive sponsors. How leadership expectations shift from individual contributor to manager to executive. Why storytelling, vision setting, and strategic alignment remain the most underdeveloped leadership skills on CX teams. How mentorship, self‑assessment, and structured development accelerate a leader’s growth. This episode is essential for anyone looking to elevate their leadership impact and build credibility with senior stakeholders.

A well-designed loyalty program can encourage customer behaviors that unlock shared value. Oil and gas player Emirates National Oil Company (ENOC) has a range of downstream retail offerings, from convenience stores to registration service providers. Suryaveer Singh, head of loyalty CRM and data, describes how he used ENOC's broad ecosystem to create a unique value proposition for customers.

CX leaders struggle to create strategy days, roadshows, and training that people actually remember. Game design can fix that. Co‑hosts Martin Gill and Angelina Gennis speak with Tim van den Boomen, an interaction designer who creates escape rooms and immersive learning environments for brands. Tim shows how game mechanics, player archetypes, and simple physical props can transform low‑engagement CX moments into high‑impact experiences. Listeners will learn: How “explorers”, “achievers”, “socialisers”, and “killers” shape engagement — and how to design for all four. How to create a “magic circle” that shifts people out of meeting mode and into active participation. How to use props, constraints, time limits, and physicality to build memorable CX learning. How to apply experience‑room techniques to culture change, strategy rollout, and journey education. How to deliver impact even with limited budget, space, or resources.

Tavar James, VP global events, shares what CX leaders can learn from professional event strategists. Tavar discusses how in‑person experiences build trust, why personalization matters more than ever, how to avoid common pitfalls in hybrid formats, and what makes a standout CX event in 2026. He also previews exciting changes coming to Forrester’s CX events portfolio and offers practical advice for anyone planning to attend their first big in‑person gathering.

Jorissa Neutelings, ABN AMRO’s Chief Digital Officer, discusses the bank’s bold vision for becoming a liquid company: a fully adaptable, hyper‑personal, modular, and conversational organization that meets customers exactly where they are. Jorissa explains why trust, transparency, and intentional friction are essential in a digital world shaped by AI, agents, and rising fraud risks. Featuring Jorissa Neutelings, Chief Digital Officer, ABN AMRO Show Notes Jorissa Neutelings, ABN AMRO’s Chief Digital Officer, discusses the bank’s bold vision for becoming a liquid company: a fully adaptable, hyper‑personal, modular, and conversational organization that meets customers exactly where they are. Jorissa explains why trust, transparency, and intentional friction are essential in a digital world shaped by AI, agents, and rising fraud risks. We discuss: What a liquid company is and how it enables ABN AMRO to meet customers where their needs begin How three pillars of digital strategy allow ABN AMRO to architect journeys based on customer behavior The role of intentional friction in building trust The era of serving the "lazy customer"

Su Doyle, a Principal Analyst on Forrester's Customer Experience team, and Shari Srebnik, a Principal Analyst focused on B2B Customer Success, dive into the interplay between CX and CS. They discuss their unique goals—CX aiming for perception and loyalty, while CS hones in on retention and growth. Key metrics are explored, including NPS for CX and retention rates for CS. Insights on how these teams can collaborate effectively to enhance customer journeys and drive business outcomes make for a compelling conversation.

Co-hosts Martin Gill and Angelina Gennis reflect on the past year of CX Cast episodes, including coverage of evolving themes like AI and insights-rich interviews with over 20 external guests. But 2026 will be bigger, with new live events and ever-expanding research coverage. What's a gaming expert got to enhance your roadshows? Why's Martin heading to Amsterdam? Find out - and then hit subscribe to catch every episode of 2026!