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Beyond the Map: Why Journey Management — Not Orchestration — Is the Next Frontier for the US CX Industry
When we gathered in Berlin earlier this year, our conversation about journey management opened the first door. We explored how static journey maps have become corporate wallpaper — admired, referenced, even celebrated — yet disconnected from the real, messy, dynamic journeys customers actually experience.
Coming to Miami, it was clear the conversation wasn’t finished. If Berlin revealed the aspiration, Miami exposed the reality.
The New Listening Imperative: Why It’s Time for CX to Move Beyond NPS
When we gathered in Berlin for the Women in CX Moving Beyond UnConference in September, our EMEA community raised a clear warning: NPS is no longer enough. Not in a world where customer journeys are nonlinear, experiences are increasingly AI-mediated, and feedback flows from every direction in real time.
When we brought the conversation to Miami for our US edition, the message only amplified. The American perspective added urgency — a sense that organisations may be drowning in data yet still starved of understanding. And behind all the dashboards, pie charts and weekly reports sits the same universal question: How can one number possibly represent loyalty, emotion, complexity or truth?
Beyond the Ticket: Reclaiming the Human Heart of Customer Experience
For years, customer experience was seen as too fluffy — heavy on empathy but light on impact. The commercial edge was missing. So, we professionalised, we measured, we operationalised. We proved CX could drive ROI. Because being commercial is no longer the goal — it’s a given.
The real challenge for CX leaders today is delivering both: human connection and commercial impact in equal measure. And as the stories from Women in CX community members show, when you get that balance right, the results are transformative — for customers, teams, and the bottom line.
Champions of Change: How Women in CX Are Reshaping Customer and Colleague Experiences
Every transformation starts with a single step. Within the Women in CX community, we asked our members:
“What’s one change you’ve championed in customer experience that made a real difference for your customers or colleagues — and what did you learn along the way?”
As always, the community responded with honesty and generosity, sharing stories of persistence, creativity, and impact. From cultural shifts to frontline fixes, their experiences highlight just how many different ways women are moving CX forward. In this collaborative article, we’re delighted to share some of their stories and key takeaways.
What’s Next in CX: Moving Beyond the Map and Into Journey Orchestration
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.
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