#697: Building the total experience for customers with AJ Joplin, Forrester

The Agile Brand with Greg Kihlstrom

The Agile Brand

Business, Marketing

5 • 2.7K Ratings

🗓️ 30 June 2025

⏱️ 22 minutes

🔗️ Recording | iTunes | RSS

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Summary

Does your AI-based interface talk to customers the way a real person would or is it tech for tech’s sake? We are here at Forrester CX in Nashville, TN and hearing all about the latest insights and ideas for brands to create better experiences for their customers. Agility is less about bolting on new features just because the tech is available and more about making tomorrow’s experiences feel intuitive and natural to the end customer using them. Today we’re diving into designing for the future of experiences with AJ Joplin, Senior Analyst at Forrester. About AJ Joplin AJ is the lead analyst for Forrester’s research on experience design (XD), design organizations, and design leadership. Helping XD and customer experience (CX) leaders develop and deliver on research-based strategy is AJ’s professional passion. She has observed that the most effective organizations combine clear purpose with the right people and leverage systems to clarify decision-making, prioritization, and workflows. AJ also has years of workshop facilitation experience in human-centered design and design thinking. Using her professional coaching skills, AJ bring clients through ambiguity and into alignment on what matters and what’s next. Resources Forrester: https://www.forrester.com https://www.forrester.com Catch the future of e-commerce at eTail Boston, August 11-14, 2025. Register now: https://bit.ly/etailboston and use code PARTNER20 for 20% off for retailers and brandsDon't Miss MAICON 2025, October 14-16 in Cleveland - the event bringing together the brights minds and leading voices in AI. Use Code AGILE150 for $150 off registration. Go here to register: https://bit.ly/agile150" Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

Transcript

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0:00.0	What if your customer experience and culture strategy didn't just create value but actually funded your growth?
0:05.5	I'm inviting you to join me in a powerful mastermind group.
0:08.5	I'm co-leading with Journey Spark Consulting.
0:11.0	It's called the CX and Culture Connection, creating a self-funding growth flywheel.
0:16.0	And it brings together CX and culture leaders who want to drive change, build stronger internal collaboration,
0:22.2	and actually reinvest efficiency savings into growth driving initiatives. This isn't just theory.
0:27.6	You'll get monthly virtual sessions, one-on-one coaching, quarterly workshops, and access to
0:32.5	the value accelerator tools focused on strategy, cultural alignment, and voice of customer. Plus, you'll connect with
0:38.7	leaders across functions, from marketing to product to ops, who are facing the same challenges
0:43.6	and pushing towards the same goals. Up to four team members can participate from your organization,
0:48.6	so you're building alignment while building momentum. Want in? Learn more and sign up at
0:53.6	journey spark consulting.com slash mastermind.
0:57.6	That's journey spark consulting.com slash mastermind. Let's turn your CX investment into a growth engine.
1:05.1	The Agile brand. Welcome to Season 7 of the Agile brand, where we discuss the trends and topics
1:19.2	marketing leaders need to know.
1:21.2	Stay curious, stay agile, and join the top enterprise brands and MARTEC platforms as we explore
1:26.7	marketing technology,
1:28.3	AI, e-commerce, and whatever's next for the Omnichannel customer experience.
1:33.3	Together we'll discover what it takes to create an agile brand, built for today and tomorrow,
1:37.3	and built for customers, employees, and continued business growth.
1:42.3	I'm your host, Greg Kilstrom, advising Fortune 1000 brands on MARTEC, AI, and marketing operations.
1:48.3	To make sure you always get the latest episodes, please hit subscribe on the app you listen to podcasts on,
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