Stay up to date with the latest customer experience thought leadership from our members
‘The Second Customer Nobody is Measuring’, by Lindsey Watson
Most CX leaders have one customer. Lindsey Watson has two.
In this piece, Women in CX Inner Circle member and CX Director Lindsey shares what it's like to lead CX in holiday lets, where property owners and guests don't always want the same thing.
Having built the function as the business grew from a few hundred properties to over a thousand, she explains why that tension is the structure of the business, not a series of judgement calls, and how the best businesses design for it on purpose.
Responsible CX by Design: What Are We Teaching Our Systems to Optimise For?
In a presentation originally delivered as a closing keynote for Amazon Web Services customers and technology, Founder and CEO Clare Muscutt examined what happens when organisations optimise for internal targets without deliberately designing the outcomes customers need.
As AI gains authority to make decisions and take action, she argued, those choices require much closer scrutiny.
Her central question: what are we teaching our systems to optimise for?
‘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.
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?
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