Stay up to date with the latest customer experience thought leadership from our members
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?
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?
‘From Insight to Impact: How Technology Enables (or Blocks) Responsible CX by Design’ by Leonora Gouveia
Technology is shaping the future of customer experience at an unprecedented pace. From AI-powered decision-making to real-time personalisation, organisations have more opportunities than ever to create meaningful, connected experiences.
In this insightful article, Women in CX Inner Circle member and Senior Business Solutions Manager at SAS, Leonora Gouveia, explores the role technology plays in enabling, or blocking, responsible CX by design.
AI in Customer Experience: Why Responsible CX by Design Is Becoming a Leadership Decision
There is a particular kind of conversation that emerges when women working in customer experience are given the time and space to speak openly. The discussion quickly moves beyond tools and technology and into the practical realities of delivering experiences inside organisations, including the trade-offs, pressures, and decisions that rarely make it into strategy presentations.
That spirit shaped an International Women’s Day CX Lab hosted in London, where participants from across customer experience, research, design, and technology came together to explore a more grounded question: what responsible AI actually looks like inside real organisations. Rather than focusing on hype, the conversation highlighted that the real challenge is not simply adopting AI, but determining where it belongs within the customer experience and how to introduce it in ways that strengthen rather than undermine customer trust.
Shaping Responsible CX, Together: Why Women’s History Month Is a Catalyst, Not a Moment
Every March, we celebrate women’s voices for a moment, without changing the conditions they return to the following week. We tell stories about leadership, while leaving systems untouched. We applaud resilience, while quietly normalising the environments that require it. At the same time, women working in customer experience, insight, design, and technology are being asked to shoulder growing responsibility. They’re expected to “do AI”, to move faster, to protect customers and brands — often without clear guardrails, shared accountability, or meaningful authority. The language is optimistic. The reality is far more complex.
That tension sits at the heart of our Manifesto. And it’s why we’re approaching International Women’s Day differently this year.
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