
As we step into 2025, it’s time to focus on a tool that has the power to transform your career, your organisation, and your impact: storytelling. Whether you’re a seasoned CX professional or just starting out, storytelling can be the bridge between where you are and where you want to be.
At its core, customer experience (CX) is often described as the “glue work” of organisations. It’s work that can be invisible but, when done right, can drive transformation. This year, our community of practice is zeroing in on the stories that shape the CX narrative—the ones we tell ourselves, the ones we share with others, and the ones we create for the future.
Why Storytelling Matters in CX
Stories Connect Us
Organisations, like the people within them, often operate in silos. There are divides between teams, in-groups and out-groups, and those with power and those without. Storytelling has the unique ability to break down these barriers, creating bridges between perspectives, departments, and individuals. By weaving customer stories into the fabric of your organisation, you can foster understanding and alignment across teams.
Stories Help Us Make Sense of Complexity
The world is full of noise, and CX professionals are often tasked with making sense of complex systems and competing priorities. Stories act as shared narratives that help us understand and communicate what matters most. Just as children’s books teach moral lessons in simple terms, the stories we tell in our professional lives can distill insights, clarify confusion, and attach meaning to the experiences of our customers.
Stories Influence Decisions
CX work is about influencing change, but to do that, we need to make our work visible and compelling. When decision-makers haven’t spoken to customers in months—or even years—it’s our responsibility to bring those voices into the room. Stories enable us to present alternative narratives that challenge dominant mental models, opening up opportunities for new ideas, perspectives, and strategies.
The CX Opportunity: Challenging Dominant Narratives
At its heart, CX practice is about questioning the status quo. It’s about challenging dominant business narratives and beliefs to bring customers closer to the people who shape their experiences. When we do this effectively, storytelling becomes a tool to:
Show the value of CX work: Position your work and communicate its impact clearly across your organisation.
Shift perspectives: Help teams and leaders move beyond old ways of thinking by introducing fresh, customer-centered insights.
Drive transformation: Use stories to connect decisions with the real-world experiences of customers, making change not only possible but inevitable.
How to Harness Storytelling in CX
To truly leverage storytelling, consider these three dimensions:
Connection: Think about the people, places, and perspectives that your story connects. Does it bridge gaps between teams? Does it invite collaboration? In fragmented organisations, storytelling can unite those with competing priorities, fostering empathy and shared purpose.
Sense-Making: Use storytelling to bring clarity to complexity. CX professionals often deal with abstract concepts or vast amounts of data. Stories provide a framework for understanding and aligning on what matters most.
Influence: Be intentional about how your stories are heard. While we hold power as storytellers, the listener’s interpretation matters too. Consider how your narrative might resonate differently with various audiences and tailor it accordingly.
2025: The Year of CX Stories
Last year was challenging for many of us, but it also showed how resilient and creative CX professionals can be. As we stand at the crossroads of deciding how we want to grow, storytelling offers a path forward. It’s not just about telling stories; it’s about using them to shape a future where customer experience is taken seriously, where CX professionals are seen as strategic leaders, and where our work transforms organisations from the inside out.
This year, our community of practice is here to support you as you:
● Build your storytelling skills.
● Position your work for greater visibility and impact.
● Connect with a like-minded community to share ideas, challenges, and successes.
Let’s make 2025 the year we harness the power of storytelling to drive change, build connections, and create a lasting impact.
Join us as we embark on this journey together. Your story matters. Let’s shape the CX narrative, one story at a time.
Join the Storytelling Challenge. Become a Fan Member and join the online forum.
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