CX Summit EMEA

Build Customer Trust In AI

Almost half of European consumers say they do not trust companies using AI. Yet every company aspires to develop AI projects that their customers trust and are willing to engage with. Failing to close the trust gap threatens the success of even the most promising AI strategy. This session explores how companies embrace trustworthy AI practices and build trust with their customers. Join this session to:

Learn what drives customer trust in AI.
Gain guidance from companies that have successfully implemented trustworthy AI projects that customers really trust.
Understand how you can apply best practices to your AI projects and strategy.

Speakers:
Enza Iannopollo, VP, Principal Analyst, Forrester

Must-Have Data And Metrics For Marketing Measurement

Proper marketing measurement requires the right mix of data, skills, and technologies. But Forrester’s data shows that data challenges hold back many marketers from effectively measuring their marketing efforts. Brands and marketers need a roadmap for how to properly measure the impact of their marketing efforts. In this session, you will learn:

The best metrics for different types of measurement.
Where and how to source data for more precise results.
When and why to lean on partners for support.

Speakers:
Brad Haag, Senior Analyst, Forrester

Develop A Leadership Promise To Match Your CX Mandate

You don’t just manage, you lead. Managing the details of CX — execution, measurement, strategy — is crucial, but for you to truly succeed, you must lead your people to become customer-obsessed, empowered workers who understand and care about your customers’ outcomes. Join this introductory session to the leadership track to:

Understand how your leadership accelerates your team’s CX efforts.
Learn the leadership models and tools that can help you be more effective.
Get your CX leadership map for evaluating where your CX leadership priorities should focus next.

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

12:15 pm – 12:45 pm BST

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:

TheyDo: Lufthansa Group: making every mile count with unified journeys

At Lufthansa Group, customer journeys are becoming the backbone of a Group-wide transformation to elevate the travel experience. With tens of thousands of feedback entries collected across digital touchpoints, the challenge isn’t getting insights—it’s making sense of them. In this session, Daniel Hoffman shares how Lufthansa Group Digital Hangar is using TheyDo to bring structure to the chaos, connecting customer pain points and needs to concrete service opportunities. You’ll also learn how Lufthansa Group is building a shared journey architecture across all hub airlines to create a clear, actionable view of the entire customer experience. If you’re tackling complexity at scale, this session is your boarding pass.

Speakers:
Daniel Hoffman, Lead Service Designer, Lufthansa Group Digital Hanger

Medallia Case Study

12:45 pm – 1:45 pm BST

Lunch & Marketplace Break (In-Person Only)

Enjoy lunch while networking in the Marketplace. Learn about innovative products and gain a deeper understanding of industry trends by attending one of the spotlight sessions in the Marketplace.

12:45 pm – 1:30 pm BST

Lunch & Learn

Lunch and learn with Genesys and Rabobank

Join Genesys for an exclusive Lunch & Learn at the Forrester CX Summit EMEA, where we bring experience orchestration to life through real-world customer success stories. Discover how global leaders like Rabobank are transforming customer experiences, driving business value, and innovating through AI-powered tools and seamless orchestration. This interactive session will explore how to benchmark where you are today, uncover gaps, and identify opportunities to elevate your CX strategy. Through real examples and practical insights, you’ll learn how to move from vision to value-faster. Whether you’re just starting your transformation or scaling your strategy, this workshop will leave you inspired, informed, and ready to act.

Speakers:
Nick Chaillier, Sr. Director - Global CSS GTM Strategy, Genesys
Thom Kokhuis, Head of Conversational AI & CRM, Rabobank
Daan de Haas, Lead Product Manager, Rabobank

12:45 pm – 1:45 pm BST

Executive Leadership Exchange (Invite-Only): Exclusive Networking Lunch

Establish connections with like-minded peers and Forrester experts as you trade insights on your approaches to the most pressing topics for B2C marketing, CX, and digital leaders.

1:45 pm – 4:35 pm BST

Immersive Experience (Registration Required): Drive Customer-Obsessed Decisions

Attend one session:

1:45 - 2:35 PM | Group 3 (Reserved for Executive Leadership Exchange attendees)

Speakers:
Edoardo Zavarella, Principal Consultant, Forrester

2:45 - 3:35 PM | Group 4

Speakers:
Edoardo Zavarella, Principal Consultant, Forrester

3:45 - 4:35 PM | Group 5

1:45 pm – 2:30 pm BST

Breakout Sessions

Optimize Tech Investments To Fuel CX Transformation

Cross-functional technology alignment powers an organization’s customer-obsession growth engine. To succeed, CX, marketing, and digital teams must partner with business leaders and enterprise architects to define a roadmap that guides technology investments. In this session, we’ll:

Debunk the idea of siloed tech stacks for business functions.
Understand evolving needs for a unified technology ecosystem.
Learn how to map key functions and use cases to tech investments.

Speakers:
Rusty Warner, VP, Principal Analyst, Forrester

How To Measure Journeys Effectively

Every journey presents an opportunity to build or diminish value for both the customer and for your firm. By gaining a deep understanding of customer journeys, brands can identify and address issues and optimize the value of customer journeys. This session will feature insights from a Forrester journey benchmarking study for three industries: banking, telecommunications, and utilities. Attendees will learn:

How different brands and journeys perform.
What the key drivers of journey performance are.
How individual journey performance impacts brand performance.

Speakers:
Maxie Schmidt, VP, Principal Analyst, Forrester
Hannah Jachim, Researcher, Forrester

Maximizing Your Talent’s Tech Readiness With An Artificial Intelligence Quotient (AIQ)

Success with AI depends on human capabilities. Two companies could acquire the same AI technology, leverage similar data, and still generate radically different business results. The difference? The understanding, skills, and ethical awareness of their leaders and employees. Join this session to learn:

How AIQ, the artificial intelligence quotient, measures your employees’ readiness.
How AIQ can drive business success with AI.
What you can do as a leader to guide your specific team.

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

2:40 pm – 3:10 pm BST

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.

Inbenta: FamilySearch & Inbenta AI: Scaling Multilingual AI to 95%+ Accuracy

Facing high global demand, FamilySearch sought efficient multilingual support and accurate answers. Inbenta’s AI-powered tools, including a specialized knowledge base and dynamic multilingual prompts, achieved over 95% response accuracy. This boosted user self-help success, reduced frustration, and increased productivity by 60-70%. Inbenta’s solutions transformed customer service, enhancing both user experience and operational efficiency for FamilySearch’s millions of users worldwide. Discover how AI-driven platforms streamline support and drive business growth.

Speakers:
Melissa Solis, CEO, Inbeta AI

3:10 pm – 3:55 pm BST

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.

3:15 pm – 3:45 pm BST

Analyst-Led Roundtables

Attend one session:

Customer Consent: Do's and Don'ts

Are consent and privacy banners killing your CX? They don’t have to! How to use consent and privacy communications to enrich, not derail, CX.

Speakers:
Enza Iannopollo, VP, Principal Analyst, Forrester

Delivering CX for B2B customers: it is harder than in B2C?

From dealing with groups rather than individuals, to dealing with indirect routes-to-market, we’ll explore a whole gamut of issues that make CX so unique and challenging in B2B, as well as discovering solutions that are working for peers.

Speakers:
Nicky Briggs, VP, Principal Analyst, Forrester

FI Services Meetup: What Drives Great CX In Financial Services

CX Best Practices Across Frontstage and Backstage.

Speakers:
Oliwia Berdak, VP, Research Director, Forrester

3:15 pm – 4:30 pm BST

Workshop: Drive Effective Cross-Functional Collaboration With Powerful Mindset Changing Tools

Shared responsibility for customer obsession and continuous cross-functional alignment and collaboration is essential for organizations to effectively meet customer needs and drive innovation. To achieve this a powerful shift in mindset and in ways of working is required. In this session, we will:

Learn how to use customer-focused behaviors, tools, methodologies, artifacts, and rituals that accelerate customer obsession.
See a handful of mindset-changing tools that can spark epiphanies in action.
Build an inventory of mindset-changing tools that is relevant for your organization and current initiatives.

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

3:55 pm – 4:25 pm BST

Breakout Sessions

Building Your Digital Intelligence

Digital intelligence enables organizations to capture, analyze, and act on digital interaction data to continually optimize customer experiences at scale. However, effective digital intelligence requires CX, digital, and insights leaders to work together and create a connected ecosystem of data capabilities. In this session, attendees will explore:

How they need to adapt their digital intelligence strategy in response to genAI.

Where to maintain their investment, invest, divest, or experiment.

Best practices for combining core and extended digital intelligence capabilities.

Speakers:
Chiara De Gasperin, Analyst, Forrester

Practitioner Stories: Measure What Matters Most

CX leaders must establish a robust program to measure CX quality and then drive improvement actions. But this is easier said than done. In this panel, CX leaders will each set out their company’s approach to measuring their customers’ experience and then answer your questions. Attendees will learn from leading organizations that have implemented effective measurement programs to support and guide their CX activity:

What customer and business measures and techniques they’re using and why.
What’s working — and what isn’t.
What they have learned in developing and updating their program.

Speakers:
Richard Sheahan, VP, Principal Consultant, Forrester
Ben Phillips, Head of Cx Performance Centre, Fujitsu

Practitioner Stories: CX Career Pathways

To be successful, CX leaders must navigate complex business environments, turning lack of awareness, misalignment, or doubt into enthusiasm, collaboration, and professional opportunity. In this panel, CX leaders will walk attendees through some key milestones of their career paths, revealing the encounters, challenges, and key resources that made them successful. Attendees will learn:

What the different trajectories and defining moments of a CX career path are.
Top challenges CX leaders will face — and how to manage them
What qualities CX leaders need to be successful

Speakers:
Edoardo Zavarella, Principal Consultant, Forrester
Craig Goddard, Global Customer Director, BUPA Group
Tina Lilje, Head of Philips Customer Experience, Philips International

4:40 pm – 5:10 pm BST

Keynote: Design For The Future Of Experiences

The next generation of customer experiences is reshaping relationships at an unprecedented pace. Artificial intelligence and other mature and emerging technologies all demand that companies urgently adapt their design strategies to keep up with this rapid evolution. Customers’ expectation for a brand to deliver The Total Experience involves creating more intuitive, conversational, and humanlike interfaces. By doing so, businesses can gain deeper insights into customer preferences, automate repetitive tasks, and streamline the delivery of future digital experiences. Consequently, these experiences become more assistive, anticipatory, and empowering for customers, a shift that positions organizations to engage and grow with today’s “distracted consumer.”

In this keynote presentation, you will learn:

How digital experiences need to evolve to be more humanlike and empowering.

Leading organizations’ journeys toward next-generation design and technology strategies.

Practical tools to start evolving how your company builds design practices and technical capabilities to deliver next-gen experiences.

Speakers:
Aurelie L'Hostis, Principal Analyst, Forrester

5:10 pm – 5:40 pm BST

Keynote: Forrester 2025 Customer-Obsessed Enterprise Award Winner

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 EMEA award winner.

Speakers:
Rusty Warner, VP, Principal Analyst, Forrester

5:40 pm – 5:40 pm BST

Closing Remarks

Speakers:
Martin Gill, VP, Research Director, Forrester

5:40 pm – 6:40 pm BST

Reception

Join us in the Marketplace for an opening night reception full of networking, fun, food and refreshments.

7:00 pm – 10:00 pm BST

Executive Leadership Exchange (Invite-Only): Networking Reception At Sky Bar

ELE attendees will be welcomed at the Eighteen Sky Bar for a drink’s reception with breathtaking views of the River Thames and iconic Canary Wharf skyline after dark. Connect with industry leaders and engage in intimate discussions with our analysts.

Valuable Insights: Gain firsthand knowledge from our expert analysts.
Peer Networking: Build meaningful relationships with fellow VIPs.
Luxurious Ambiance: Experience the elegance of the Sky Bar at the Intercontinental O2.

Wednesday Jun 4

8:30 am – 9:30 am BST

General Breakfast

8:30 am – 9:20 am BST

Immersive Experience (Registration Required): Drive Customer-Obsessed Decisions

8:30 - 9:20 AM | Group 6

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

9:30 am – 9:35 am BST

Welcome Back

9:35 am – 10:05 am BST

Keynote: Navigate The Culture Risks Of Metrics

In the pursuit of transformation, companies often turn to metrics as their primary tool. You’ve heard the phrase “What gets measured gets done,” but metrics can also overtake your journey when they should be signaling the outcomes that the organization values and will reward. We will explore the cultural implications of metrics that guide the Total Experience and provide insights that will help you effectively forge the balance between your customers and employees on a path to transformative growth.

You will learn:

How metrics impact your culture energy and shape behavior.

How to spot and fix culture-killing measurement practices.

How to intentionally shape culture to serve your business.

Speakers:
Maxie Schmidt, VP, Principal Analyst, Forrester

10:10 am – 10:40 am BST

Guest Keynote featuring Bank of Ireland

Details Coming Soon.

Speakers:
Áine McCleary, Chief Customer Officer, Bank of Ireland

10:45 am – 11:30 am BST

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.

10:50 am – 11:20 am BST

Analyst-Led Roundtables

Attend one session:

Martech and CX Alignment

How can you ensure your martech investments support your CX vision?

Speakers:
Rusty Warner, VP, Principal Analyst, Forrester

Women In CX

Speakers:
Enza Iannopollo, VP, Principal Analyst, Forrester

Journey Institute

Speakers:
Martin Gill, VP, Research Director, Forrester

11:00 am – 12:15 pm BST

Workshop: Metrics – Useful Tool Or Culture Killer?

Based on Maxie Schmidt’s keynote on the impact of metrics on the development of a customer-centric culture, attendees will dive deeper into the issues around metrics and culture. They will:

Discuss the keynote as a group.
Start assessing the magnitude of the problem in their firm.
Identify potential solutions.

Speakers:
Maxie Schmidt, VP, Principal Analyst, Forrester

11:00 am – 12:50 pm BST

Immersive Experience (Registration Required): Drive Customer-Obsessed Decisions

Attend one session:

11:00 - 11:50 PM | Group 7

12:00 - 12:50 PM | Group 8

11:30 am – 12:15 pm BST

Breakout Session

Hands-On: Design For Positive Emotion In Digital Experiences

Our research shows that emotion has a bigger influence on customer loyalty than effectiveness or ease do. Yet organizations have struggled to drive powerful emotional connections through digital experiences, fixating on broken experiences and convenience. Instead of merely tackling negative emotions, companies should aim to proactively design for positive emotional engagement through their digital experiences. In this session, attendees will explore:

How to think about emotions in the context of digital experiences.
How to leverage the positive emotional design model to create digital experiences that evoke positive emotions.
Which levers and tactics they can pull to design for emotions.

Speakers:
Oliwia Berdak, VP, Research Director, Forrester
Kerstin Wehmeyer, Researcher, Forrester

Hands-On: How To Optimize Journey Value

Unless you have no competitors — now or ever — you can only create a long-term viable business by building mutually beneficial relationships with your customers. Each time a customer embarks on a journey with you, it can create or destroy value not only for that customer but for your firm. You must optimize value for the customer and the business for each individual journey and in the context of your journey portfolio. Join us to:

Learn why it’s important to evolve toward optimizing the value of customer journeys.
Understand two key lenses for optimizing journey value: value proportion and value pattern.
Use Forrester’s checklists to assess journey value for customers and your firm for a journey of your choice.

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

Hands-On: Design Learning Programs That Boost Your Team’s GenAI Skills

Although generative AI (genAI) solutions are becoming commonplace, employees have numerous gaps in their understanding, skills, and inclinations around genAI, and those gaps won’t be filled by an hour in a classroom or online training alone. Join us for an interactive look into strategies and examples to build your team’s GenAI skills and increase AIQ. Attendees will learn:

A framework for designing AI learning programs.
Challenges in upskilling on GenAI.

Speakers:
Nicky Briggs, VP, Principal Analyst, Forrester
Katy Tynan, VP, Principal Analyst, Forrester

12:25 pm – 12:55 pm BST

Breakout Sessions

Deliver Great Conversational Experiences

Leaders have high hopes for conversational experiences but struggle with cumbersome technology and poor design. This panel brings together practitioners from various industries to share their firsthand accounts of designing, implementing, and refining conversational experiences. Attendees will learn:

Which use cases offer the best opportunities for conversational AI.
How to balance automation and human touch in customer interactions.
What pitfalls to avoid on their conversational AI journey.

Speakers:
Aurelie L’Hostis, Principal Analyst, Forrester

CX Metrics & CX Governance

More details coming soon.