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.