How to fix disconnected CX with an orchestration layer
Connecting siloed decision-making, tools and events for improved customer satisfaction and efficiency
Learn why simply reducing tools isn't enough to fix tech stack sprawl, and how to fix it with a CX orchestration layer that empowers teams and customers
“We’re finally consolidating our tools. So why is our CX still breaking?”
Most CX teams have already cut vendors and consolidated platforms, yet customers still get conflicting status updates, agents and self service show different answers, and “do not contact” rules break across teams. The issue isn’t just how many tools you have. It’s that customer impacting decisions live in many places, using different events, identities, and policies.
This session introduces the idea of a CX orchestration layer, which coordinates experiences using customer context, event signals, and decision rules across CRM, marketing, service, billing, and data systems. We’ll keep the focus on principles and patterns leaders can apply in any stack.
What you'll learn:
- How to recognize when decision fragmentation (not just tool sprawl) is driving CX failures
- Why consolidation alone rarely fixes duplicated messages and inconsistent outcomes
- The core building blocks of a CX orchestration layer and how it coexists with your current tools
- Real-world examples of customer journey improvements that show value without a re-platform.
- How to frame a “minimum viable” orchestration layer and where to deploy it first
Speaker
Adrian Swinscoe
Author, Workshop Leader & Keynote Speaker
Punk CX
Described as an experimental CX thought leader and visionary, Adrian Swinscoe is a best-selling author, writer, podcaster, speaker, advisor, investor, and aspirant CX Punk.
He has been advising, growing and helping develop customer-focused large and small businesses, including many technology vendors, for over 25 years now.
His clients have included brands such as Adobe, Apple, Cancer Research UK, Costa Coffee, the UK Gov's Crown Commercial Service, ING, Intercontinental Hotel Group, KFC, KPMG, ING, Kramp, Lloyds, Harper Collins, Médecins Sans Frontières, Megger, Microsoft, Nespresso, NowTV, Olympus, Pearson, Philips, Sky, Talk Talk and Zoom as well as numerous tech vendors and many smaller and medium-sized businesses.
James Cuthbertson
CRO
Relative Insight
James Cuthbertson is the CRO of Relative Insight. An innovator in text analytics, James helped to grow Relative Insight from its true start-up phase into a commercial pioneer of text analysis servicing global customers such as The NHL, Comcast, Amazon & Blue Cross Blue Shield. With over 14 years-experience in the early stage technology market, James has built and developed high performing sales and marketing functions focused on products in audience insights, ai & data. James spends time in the English countryside alongside his wife, and their ever-expanding menagerie of cats, dogs, chickens and babies.
Keith Wilson
Director, Product Management
CSG
Keith drives the product strategy at CSG, where he leads the evolution of CX platforms toward real-time, AI-driven engagement. A former advisor to leading banks, insurers, and retailers, he brings a wealth of experience in shaping transformation at scale. Today, Keith is at the heart of creating LLM-centric and Agentic AI-powered products that redefine omnichannel communication and help enterprises compete in an era of rapid change.
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