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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?
Member Spotlight: Marieliesse Gouilliard
From studying Computer Science at the University of Chicago to building her own company, Marieliesse Gouilliard has always had a passion for creating things from scratch.
In this inspiring conversation, Marieliesse reflects on the resilience and self-belief that have shaped her journey, the challenges she has experienced as a woman in engineering and technology, and why staying open to different perspectives is so important to being courageous, authentic and inclusive.
Why So Many Women Struggle to Put Themselves Forward for Recognition
A woman can lead a difficult transformation, change how her organisation understands its customers or create better conditions for employees—and still hesitate when someone suggests nominating her for an award.
Sometimes, she simply does not know how to explain what she contributed without feeling as though she is taking credit away from the team. The problem extends beyond awards. The ability to communicate your contribution affects promotion decisions, professional reputation, speaking invitations and access to new opportunities.
Member Spotlight: Marta Duchai
From a career in tourism to becoming a CX consultant, lecturer, mentor and educator, Marta Duchai has spent more than 20 years helping businesses understand the importance of creating better experiences.
In this inspiring conversation, Marta reflects on what tourism taught her about customer experience, why simplicity is at the heart of her work, and how her children, students and mentees have shaped the woman she is today.
Why Customer Insight Still Fails to Become Action
Organisations know more about their customers than ever before. Yet customers still encounter the same failures year after year, despite the wealth of insight available through data, research, complaints and frontline knowledge.
The real challenge is turning insight into action. Customer problems compete with strategic priorities, budgets, risk obligations and organisational boundaries, making leadership decisions and commitment essential to creating meaningful change.
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