Stay up to date with the latest customer experience thought leadership from our members
Why “Just Doing AI” Is Becoming a Liability
This collaborative article explores the growing disconnect between rapid AI adoption and the organisational readiness required to deliver meaningful customer and employee experiences. Drawing on perspectives from contributors across the Women in CX community, it examines how poorly designed automation can amplify operational friction, increase employee fatigue and erode customer trust.
From customer operations and service design to governance, automation and employee experience, the discussion unpacks some of the counter-intuitive realities emerging from the current wave of AI adoption – and why the future of customer experience may depend less on how quickly organisations deploy AI, and more on how intentionally they design around it.
Why WiCX Is Reimagining The Future Of CX Industry Events In The Age Of AI
Something has felt increasingly broken about CX industry events for a while. As organisations face growing pressure to transform, automate and integrate AI responsibly, many events still follow the same predictable formula of presentations, panels and keynotes that rarely reflect the complexity leaders are actually navigating.
That belief is a large part of why Women in CX originally pioneered the UnConference format inside the CX industry. Not as a gimmick or a trend, but as a deliberate rejection of passive learning and performative thought leadership. Increasingly, the most valuable intelligence in the room is not sitting exclusively on the stage. It exists collectively across the lived experiences, operational realities, experiments, tensions and ideas held by the people inside it.
‘The Authority Shift: Why Agentic AI Is Redefining CX Leadership’ by Nermien Emad
As customer experience capabilities continue to evolve, organisations are gaining greater visibility into customer sentiment, intent and behaviour in real time. Yet many still struggle to turn that insight into meaningful action. In this article, WiCX Inner Circle member and AI & CX Transformation Leader Nermien Emad explores how Agentic AI is beginning to close that gap by enabling systems to respond dynamically and autonomously across the customer journey.
Drawing on her expertise in AI and customer experience, Nermien examines the shift from reactive, human-led operations towards proactive AI-driven decision-making at scale. She also considers the implications for governance, accountability and trust as organisations redefine where human judgement should remain essential.
‘CX Pulse: Reviews and Surveys Between Emotion, Ethics, and Response Rates’ by Dr. Yazmín Michelle Rodríguez Benítez
A common belief at the heart of many feedback programmes is that if we deliver a strong customer experience and send a survey, the responses will follow. It sounds simple on paper, yet in reality, customer participation is far less predictable.
In this insightful piece, WiCX Inner Circle member and Author, Dr. Yazmín Michelle Rodríguez Benítez, explores the deeper forces that influence whether customers choose to share their voice at all. Drawing on her doctoral research and extensive industry experience, this article is a timely reminder that surveys never exist in isolation. They are shaped by psychology, culture, trust, and experience design.
‘Customer Experience Is Built In Conversations, Not Frameworks’ by Freya Finnerty
There’s a familiar rhythm to CX work. The right people in the room, the right frameworks on the table – and for a moment, it feels like real progress. But too often, that momentum fades, and nothing actually changes.
This refreshingly honest and practical piece challenges the assumption in our industry that better frameworks don’t automatically lead to better customer experiences. The article unpacks why so many well-intentioned initiatives stall, despite alignment in the room and clarity on the problems. It’s a powerful reminder that customer experience is shaped in the moments where teams choose to have the conversations that actually change how work gets done.
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