Martin Gill

VP, Research Director

Forrester Bio

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Blog

Customer Journeys Connect Brand And Experience

Martin Gill March 24, 2025
Let’s start with some good news. According to Forrester’s Priorities Survey, 2024, business and technology leaders tell us that the number-one priority for their firm is to “improve the experience of our ultimate customers.” The top three priorities for this year are: 1. Improve the experience of our ultimate customers. 2. Meet measurable commercial growth […]
Blog

Anarchy In The UK: The UK Government’s Wild Ride With AI And Big Tech In 2025 — And It’s Only March

Martin Gill March 19, 2025
The UK government has declared that it will “take a ‘test and learn’ approach with spending on AI and digital to push innovation.” Staged funding, mission-driven prioritization, and outcome metrics — the civil service bringing some Silicon Valley mentality to play. In theory, I like it. In practice … hold that thought for now.
Blog

Apple Aims To Make Transparency The Core Of Its Trust Strategy

Martin Gill March 12, 2025
We made a call last week that Apple had created a trust issue in the UK, and possibly more widely.
Blog

Apple And The UK Government Broke A “Trust Promise”

Enza Iannopollo March 6, 2025
We shared some classical Greek imagery in our recent blog on the UK government’s recent swathe of AI announcements. This week, I’m more inspired by Ancient Rome to say “mala tempora currunt!” Last month, Apple decided to stop offering its Advanced Data Protection (ADP) feature to new customers in the UK, and customers who opted […]
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Siloed CX Metrics Are Holding You Back — Take Action At CX Summit EMEA

Martin Gill February 28, 2025
Too many companies invest in CX to improve what their customers say about their experiences, rather than to actually improve those experiences. At CX Summit EMEA 2025, learn how to create better, more meaningful experiences that foster loyalty and growth.
Blog

Navigating The UK’s AI Odyssey

Martin Gill February 26, 2025
The last couple of weeks has been a bonanza of public-sector AI-related news in the UK. Rather than summarize it here, you can check out a blog from myself and my colleague Enza Iannopollo outlining the policy decisions, partnerships, lack of signing up to global accords, and not-so-subtle departmental name changes that UK-dot-gov has embarked […]
Blog

The UK Government Is Ready To Embrace AI, But Without Trust, It Risks Disaster

Enza Iannopollo February 19, 2025
A commitment to trustworthy AI is paramount to keep the enthusiasm going and avoid backlash — particularly as safety takes a backseat to security.
Blog

Why You Should Treat The EU AI Act As A Foundation, Not An Aspiration

Martin Gill September 12, 2024
The EU AI Act is here. Get a detailed look at its enforcement schedule and learn why you should treat the legislation as a minimum standard, not a best practice.
Blog

Q&A With Keith Fletcher, International Customer Experience Manager At E.ON

Martin Gill July 4, 2024
Following his recent appearance on stage at Forrester’s CX Summit EMEA, Keith Fletcher, international customer experience manager at E.ON, answers more audience questions on using customer journeys to fuel sustainable growth.
Blog

Human + AI: Meet Your Digital Double

Martin Gill July 3, 2024
Last week, we wrapped up CX Summit EMEA 2024. Firstly, I have to say a massive thanks to everyone who attended, both in person and virtually, as well as to the team behind the scenes that worked tirelessly to put on a great show. It takes a village of people who you see on stage […]
Blog

Caution And Lack Of Understanding Steer UK Consumer Attitudes Towards Generative AI

Martin Gill April 25, 2024
Recent surveys about UK consumer attitudes towards AI and generative AI show one sentiment: cautious skepticism. Get three key takeaways from our most recent data in this preview of our upcoming session at CX Summit EMEA.
Blog

KI mit Selbsterkenntnis ist da – nur nicht so, wie Sie es sich vorgestellt haben

Martin Gill 25 April 2024
Generative KI bietet risikobewussten CX-Führungskräften eine enorme Chance, das Kundenerlebnis zu verbessern und Arbeitsabläufe zu optimieren.
Blog

Why You Should (And How You Can) Apply For The Forrester Customer Obsession Awards

Martin Gill February 7, 2024
If there’s one question almost every Forrester customer experience (CX) client asks us, it’s “how do I prove the value of my CX program?” Well, perhaps I can help. Enter the Forrester Customer Obsession Awards. We want to recognize organizations that put their customers at the heart of their strategy, leadership, and operations and demonstrate […]
Blog

Welcome To 2024: Let’s Kick It Off With Some Predictions

Martin Gill January 10, 2024
Every year, we at Forrester put our heads together and look at the trends that we’re seeing, what our data and forecasts are telling us, what we are hearing in inquiries and interviews, and then gaze into the metaphorical crystal ball to try to offer some advice on what to expect in the coming year. […]
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Customer Obsession Awards — Nominations Wanted

Martin Gill November 30, 2023
The 2024 Customer Obsession Awards will recognize organizations and executives who put customers at the center of everything — and, in the process, accelerate growth, customer loyalty, and employee engagement. Learn more and nominate yourself now.
Blog

Self-Aware AI Is Here — Just Not How You Imagine It

Martin Gill November 10, 2023
AI can unleash magic, but it’s not inherently as magical as some of the hype would have you believe.
Blog

Swedish Banks Continue To Lag On CX And Should Embrace Opportunities For Improvement

Martin Gill November 6, 2023
[This blog was written by Jana Gül.] Swedish banking brands offer the worst customer experiences in Europe and score below the European average. Even though Swedish customers rated their banks’ performance as lamentably low, there are opportunities to improve on customer experience (CX) and drive loyalty. Forrester’s Customer Experience Index (CX Index™) measures how well […]
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Highlights From The UK Banking CX Index Rankings, 2023 — How Do UK Banking Brands Earn Loyalty?

Martin Gill November 6, 2023
UK banking brands offer some of the best customer experiences in Europe. The competitive market, with multiple challengers and fintech startups, means that both traditional and mutual brands are forced to go the extra mile to deliver for their customers. Only one UK banking brand scored below the average in Europe this year in our […]
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Do You Understand GenAI? You Need To, Especially If You’re A CX Leader

David Truog October 3, 2023
Do you understand generative AI? Forrester’s data shows that 54% of AI decision-makers believe their organization’s executive team is “very familiar” with it — but we’ve observed widespread misunderstandings among execs of what it is, how it works behind the curtain, and what it can do. So last week we published a new, FAQ-style report […]
Blog

Customer Obsession Pays Dividends

Martin Gill March 31, 2023
Customer obsession starts with deeply understanding your customers’ needs and flows through to aligning your business operations to serve them profitably.
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