Good news.

CX leaders have successfully elevated and transformed the practice of CX over the past decade. We’ve become more professional, more analytical, and more focused on business impact. But there’s one area where many still fall short: innovation.

Not incremental improvement, not mimicry of well-known leading CX brands.

We need real, disruptive innovation. It’s time for an aggressive, sustained push to radical change in CX, innovation that leverages the latest technologies (like AI) and is deeply evidence-based—using both quantitative techniques (like behavioral economics) and qualitative research (like ethnographics). The next standards of CX will emerge from this sweet spot—at the intersection of insight and innovation.