This year’s CX Voice Summit featured speakers from diverse industries and highlighted the evolving landscape of CX, the role of AI, and the importance of a human-centred approach in business.
Through a ticket giveaway earlier this year, two of our members attended the conference and shared their key takeaways with our community during a member-exclusive event.
Thanks to Rudo Greissworth and Will Cook for sharing your insights, alongside our Founder, Sarah Clearwater. You can watch the full CX Voice Summit recap as part of a Fan membership on our website. Whether you attended the summit or missed it, here’s a taste of this year’s insights.
The Growing Role of AI in CX
One of the most compelling topics at the summit was how artificial intelligence (AI) is reshaping CX. From scraping social media for sentiment analysis to using AI to conduct customer interviews, the potential of AI is immense.
Will described Joshua Bayly's presentation for Askable as “kind of surreal.” In it, Joshua showcased how they utilised AI to engage participants and gather feedback through interviews. During the session, someone raised the question, “Do customers actually want to talk to AI?” Surprisingly, survey results revealed that participants felt more comfortable and open when interacting with AI, as they experienced less judgment without a human interviewer. However, for CX practitioners, this is one of the most fulfilling parts of the job. So, something to keep an eye on!
The Potential of AI as a Collaborative Partner
While AI can boost efficiency, the discussion emphasised the importance of balancing technology with human empathy to retain the personal touch that drives meaningful customer relationships.
The group discussed AI's role in CX and how it's not just about efficiency but enhancing our ability as practitioners and organisations to process and meaningfully respond to customer needs. By integrating AI into everyday tasks — whether it's journey mapping or content creation — AI has the potential to help CX professionals focus on the more human aspects of their work. However, the discussion highlighted the ethical implications of AI, including significant environmental concerns, and the need for a critical and deliberate use of AI to maintain customer trust.
CX as a Tool for Organisational Change
CX is not just about improving customer interactions — it's a powerful tool for driving organisational change. Emma Clipson’s presentation from Westpac made a lasting impression. She discussed how design thinking and CX frameworks can be applied to business architecture, helping teams align their processes with customer needs.
She discussed getting people to think about how the strategic level players and stakeholders in our departments and companies are communicating. What’s their language? What tools are they using? And how to take a systematic wide approach to addressing solutions and customer pain points. By engaging with the entire organisation, from leadership to front-line employees, CX practitioners can create holistic strategies that benefit both customers and internal teams.
The Power of Research and Data
The summit also underscored the importance of combining quantitative and qualitative data to create actionable insights. While numbers are important, storytelling and qualitative research provide the context needed to understand why customers behave the way they do. Companies that blend both can make more informed decisions that drive long-term success.
Sarah participated in the panel discussion exploring how to make sense of a thousand data points. A key topic of discussion was how you get an organisation to do anything with the data. How do you communicate value? And how do you do that in a way that is human and responsive to the people in front of you?
Rudo reflected on the CX team’s ability at Southern Cross to communicate qualitative research outcomes in-house very effectively. As a result, the resources and artefacts that come out of their research actively shape the way they engage with healthcare providers. Will commented that there is a good balance of appetite for quantitative and qualitative research at Spark, with quantitative data helping inform what’s happening and qualitative data shining a light on the ‘why’.
Join the CX Collective for More Learning
The CX Voice Summit was packed with insights and knowledge, but the learning doesn’t have to stop there. You can watch the full recap discussion for free by signing up for one of our 7-day free membership trials.
If you’re passionate about CX and want to dive deeper into these topics, the CX Collective is the perfect space for continued growth. As a member, you’ll gain access to hours of on-demand learning sessions and thought leadership. Join a community of like-minded professionals eager to share ideas and best practices and continue your journey toward creating meaningful customer experiences.
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