Stay up to date with the latest customer experience thought leadership from our members
‘Redefining SaaS CX with Agent-led Onboarding’, by Marieliesse Gouilliard
A common assumption in SaaS is that if the product is good enough, users will find their way to value on their own. In reality, most never do; across the industry, activation rates hover around a third, meaning most signups never experience what the product was actually built to deliver.
In this insightful piece, WiCX Inner Circle member and Co-founder & CEO at Autoplay, Marieliesse Gouilliard, explores how agentic AI could reshape onboarding for SaaS teams and why product usage may be the clearest signal of customer experience we have.
Member Spotlight: Olivia Hogg
From studying psychology and organisational behaviour to becoming a Customer Experience Specialist, Olivia Hogg has built a career rooted in one simple belief: whatever line of work she ended up in, it would involve helping people.
In this inspiring conversation, Olivia reflects on the mentorship that shaped her path into CX, the pressure to conform she's pushed back against throughout her life, and why she believes every challenge is worth building on rather than leaving behind.
What Women in CX Wish They Had Known Earlier
When we asked members of the Women in CX Inner Circle what they wished someone had told them earlier about customer experience, very few chose a technical skill.
The lessons below concern what happens after the methods have revealed the problem: how to trace its cause, bring people with you and change the conditions allowing it to persist.
Why Better Journeys Depend on Better-Designed Organisations
A journey map can make a broken experience visible. It cannot make the organisation change. That distinction sat at the centre of our second panel at the Women in CX EMEA UnConference 2026 in London.
Journey mapping and management have transformed how organisations understand the people they serve. Yet customers continue to experience delays, repetition and disjointed service even when every function involved is meeting its own targets.
Our conversation therefore moved beyond the design of the journey itself. What must change in the organisation behind it?
Member Spotlight: Marieliesse Gouilliard
From studying Computer Science at the University of Chicago to building her own company, Marieliesse Gouilliard has always had a passion for creating things from scratch.
In this inspiring conversation, Marieliesse reflects on the resilience and self-belief that have shaped her journey, the challenges she has experienced as a woman in engineering and technology, and why staying open to different perspectives is so important to being courageous, authentic and inclusive.
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