In her reflection on the first-ever Women in CX UnConference in America, WiCX founding member Serena Riley shares just how powerful it was to connect face-to-face with the community. She dives into the impact of sharing real experiences, the open conversations that sparked fresh ideas for making CX a game-changer, and all the fun, friendships, and unforgettable moments that made the event so special.

After 3.5 years as a founding member of Women in CX, I finally had the honour of attending the UnConference and meeting 23 incredible women in CX, along with the WiCX team, in person. These two days were more than just a conference; they were a celebration of women supporting women, a powerful reminder of the impact we can create together.

Finding Common Ground Across Boundaries

We came from different places, backgrounds, roles, and industries, yet we found comfort in realizing our shared challenges. Despite the diversity of our stories, we all face similar obstacles. Our teams might be small or even just us, but as we shared our experiences, it became clear that none of us are alone. Women thrive when we uplift each other, and this event reminded us that we have a network of support standing beside us, ready to help us rise.

Creating Human-Centered CX for Everyone It Serves

One philosophy I have long championed is that CX should be about more than just metrics or quick fixes—it’s about people. Real CX transcends business and speaks to the human experience. We’re here to create meaningful, human-centred solutions that benefit employees, customers, and organisations as a whole. And at the UnConference, it was inspiring to see how this belief resonated with so many others, affirming that the future of CX is about connection and impact. We’re designing not just for customers, but for the people behind every role.

Opening Up to New Conversations

The UnConference used Open Space Technology, a format that allowed each of us to explore topics we cared about most. This wasn’t your typical agenda-driven event; it was an open invitation to shape conversations that mattered. We could join discussions or even create our own, and scribes documented the essential takeaways from each breakout, ensuring no insight was left behind. It was empowering to feel so much autonomy, knowing that our voices truly mattered and that the conversations we created were vital to our growth as leaders.

Dancing, Laughing, and Letting Loose

One unforgettable highlight? Line dancing! That evening event gave us a chance to bond on a whole new level, outside the context of our professional lives. It wasn’t just fun; it was a reminder that joy and connection are essential for any community. Moments like these are what build trust, laughter, and memories that carry us through the tougher times in our work and personal lives.

Powerful Insights from Unforgettable Sessions

Every session at the UnConference was a treasure trove of wisdom, each led by brilliant women who shared their unique perspectives. Here are a few sessions that left a lasting impression on me:

Group Guided Meditation with Amélie Beerens | Starting and ending the UnConference with meditation helped us stay present and receptive. It allowed us to be mindful, centred, and grounded, setting the tone for true connection.
Making CX a Strategic Asset with Jeannie Walters, CCXP, CSP | Jeannie reminded us that CX is first a mindset, then a strategy, and finally, a business discipline. Her powerful insight? KPIs and metrics are tools for measurement, but true outcomes are what drive revenue and reduce costs. This session was a call to shift from a reactive to a proactive mindset, focusing on positive possibilities instead of problem-solving alone.
Employee Engagement: Creative Robots with Dillon Mahipala and Deepti Padakanti | Through the art of storytelling, Dillon and Deepti showed us how to connect people with purpose, an essential ingredient in building meaningful engagement.
Leading CX Innovation with Valerie Peck | Valerie’s message was simple but powerful: don’t let data collect dust. CX leaders must learn to harness the data within reach to drive innovation.
Cross-Functional Collaboration with Beth Karawan | Beth’s session not only proved the impressive impact that a group of women can have on the longevity and value of a brand, it also reinforced the importance of taking initiative, building relationships, and using collaboration tools to empower and enable our teams.
Rethinking Customer Centricity with Clare Muscutt | Clare's session was a wake-up call, revealing that 90% of startups fail largely due to a lack of Product-Market Fit. Her advice? Flip the focus from the inside-out to the outside-in. Instead of looking only at product usage, consider everything that led customers to the product in the first place.
Turning Insight into Action with Diane Magers | Diane showed us that insights come from asking “beautiful questions” and viewing challenges from new perspectives. She urged us to consider the emotions driving behaviors, which, in turn, drive business outcomes. CX begins with understanding people, and Diane’s session highlighted that in a way I’ll never forget.
Discussion: Making CX a Strategic Asset facilitated by Renee Fokken | As women in CX, we are often the advocates, the psychologists, and the motivators in our organizations. To truly make CX a strategic asset, we must focus on the big picture rather than getting pulled into every operational detail. But how do we do this? By safeguarding our well-being. Without boundaries and self-care, burnout isn’t just a possibility—it’s inevitable. In our role as strategic leaders, the advice to “own our calendars, our stories, and our worth” was a powerful reminder. By prioritizing ourselves as fiercely as we do our work, we ensure that we’re not only effective CX leaders but also resilient, balanced contributors to our organization’s success.
Discussion: Employee Engagement facilitated by Crystal D'Cunha | Crystal’s SPARK framework (Sync experiences, Personalize recognition, Align feedback, Recognize & retain, Keep visible) offered a memorable approach to nurturing engaged employees. My one addition, keep leadership visible, too, ensuring leaders are approachable and supportive to all.
Building Healthy Boundaries with Amélie Beerens | In a field where we’re often pulled in multiple directions, setting boundaries can feel challenging. But Amelie reminded us that boundaries are a collective strength: the more each of us sets them individually, the stronger we all are together.
Leadership Impact and Influence with Renee Fokken | Renee encouraged us to share our stories of triumphs and struggles. By doing so, we help others navigate similar paths and strengthen the CX community.
Tech-Enabled Experiences with Clare Muscutt | Clare emphasized that digital transformations are ultimately about people, not the technology. Her focus on the human element in tech adoption was a perfect alignment with the conference’s overall theme.
You Came, You Learned, Now Conquer: Turning Conference Insights into Success with Michelle Brigman | Michelle’s step-by-step guide provided a practical framework to ensure we didn’t lose the momentum from these conversations, helping us transform insights into actionable strategies.

A Celebration of Female Comradery

In every discussion and session, Women in CX created an environment where women felt seen, heard, and valued. The UnConference wasn’t just a chance to share best practices; it was a space to build lasting connections and forge a powerful support network. There’s nothing like knowing you have allies in the journey—especially in a field where advocating for CX can sometimes feel like an uphill battle.

***“There’s nothing like knowing you have allies in the journey—especially in a field where advocating for CX can sometimes feel like an uphill battle.”***

For every woman in CX, remember this: you’re not alone, and your contributions have immense value. We’re building a future where CX is not just a service function but a human-centred approach to business. Here’s to the incredible journey ahead—one led with purpose, passion, and a commitment to making CX a strategic asset in every organization.

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‘Celebrating WiCX UnConference: Empowering Women, Transforming CX,’ by Serena Riley