CX Leaders: Are Your Change Management Efforts Driving Real Outcomes — Or Just More Documentation? – Forrester

Martin Gill, VP, Research Director
One of my less well-kept secrets is that I used to run an enterprise architecture team. Back in those good old days, we’d spend weeks crafting intricate strategy and reference model diagrams, only to watch them gather dust as the business moved on. Fast-forward to customer experience (CX), and I see a striking similarity in behavior (and lack of impact) as teams pour energy into building journey maps and personas: Unless change management is front and center, those insights rarely drive real outcomes.
Principal Analyst Angelina Gennis and I recorded a CX Cast episode all about breaking that cycle and making change stick. Through the lens of her research, along with my practical experiences in a number of roles trying (with greater and, sometimes, lesser degrees of success) to implement organizational change, Angelina and I unpack why so many CX programs stall right at the point where they should accelerate.
At Forrester, we define successful change management as the ability to continuously sense and respond to shifting requirements, whether those are customer needs or internal priorities. It’s about scaling change across strategy, operations, and leadership to create the conditions for culture change. But as we discuss in the episode, it’s not enough to have the right tools or frameworks. CX leaders need to drive adoption, build resilience, and empower teams to cocreate the journey.
Here’s how:
Ready to move your CX program from insight to impact? Listen to the latest episode of the CX Cast for grounded advice, real-world anecdotes, and actionable steps.
Stay tuned for updates from the Forrester blogs.
Stay tuned for updates from the Forrester blogs.

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