CX is a Team Sport (CX Magazine)

“CX is a Team Sport” was published in February 2025 in the Customer Experience Magazine.

Customer experience (CX) is still a relatively new business discipline. It’s often understood as the process of understanding and managing customer’s interactions with a brand to create positive experiences at every touchpoint.

What’s less clear, is how to do that successfully within an organisation.

Rethinking and shaping what CX is as a business discipline, led me to the idea that “CX is a team sport”.

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