On Day 1 of the Women in CX ‘Moving Beyond’ EMEA UnConference in Berlin, we hosted a panel to challenge one of the most persistent habits in CX: treating customer journey maps as static artefacts.

Because here’s the reality: today’s customers move fluidly between channels, contexts, and expectations. Static maps can be useful for sparking insight, but they rarely reflect the complexity of modern journeys—or the organisational effort required to manage them. Too often, they end up as slides in a strategy deck, rather than living frameworks that guide continuous design and improvement.

Artificial Intelligence is everywhere in the CX conversation right now. It’s being hailed as the game-changer—bringing faster insights, empowering employees, and promising seamless customer experiences. In fact, 96% of leaders believe AI will unlock efficiency and potential.

But as I heard loud and clear at the Women in CX ‘Moving Beyond’ EMEA UnConference in Berlin, there’s another side to this story. Our panel of conscious leaders took the stage to ask tough questions about hype versus reality and to explore what it will take to build AI that truly serves people.

For more than a decade, Net Promoter Score (NPS) has been the dominant metric in customer experience. Simple, standardised, and easy to benchmark, it promised leaders a silver bullet: one number that could measure loyalty, track performance, and compare brands.

But as we heard at the Women in CX ‘Moving Beyond’ EMEA UnConference in Berlin, that promise has worn thin. In an age of omnichannel journeys, social media, reviews, and AI-driven interactions, customers are telling us more—and in more ways—than a single blunt score could ever capture.

In a customer experience industry dominated by automation, burnout, and the same conversations on repeat, Women in CX (WiCX) are doing something radically different.

Today, the world’s first online community for women in customer experience and technology announces its 2025 UnConference series, with two intimate, in-person events in Berlin (23–24 September) and Miami (18–19 November) — sponsored by Foundever®.

The 2025 theme, “Moving Beyond,” is a rallying cry for women to challenge outdated CX models and reimagine the future of the industry — one that’s more inclusive, impactful, human-centred, and led by women.