Leveraging data & AI tools to design customer journeys that resonate
November 4 - 5, 2025
| Free CX Network Webinar Series
Day Two
10:00 am - 10:30 am
GMT
Operationalizing customer centricity: Designing CX from the ground up
Dr. Jeff Dahms -
Director, CX Research & Insights,
Physicians Mutual
Launching a new CX function inside an established organization is equal parts opportunity and challenge. Often seen as a cost center, CX teams must prove value quickly, earning trust across the business. Designing great journeys isn’t just about mapping experiences, it’s about operationalizing customer centricity so that insights continuously feed into design and measurable outcomes close the loop. That requires more than surveys and dashboards: it requires embedding customer listening into every stage of journey management and making insights accessible for teams to use in real-time.
In this session, Dr. Jeff Dahms, Head of CX Research & Insights at Physicians Mutual, is building CX capabilities from the ground up, with a focus on journey design and management. From small “guerilla wins” that demonstrated the impact of customer testing, to implementing a sustainable VOC programme that ties customer feedback directly to retention and the bottom line, we will look at how to make customer centricity a reality. Attendees will see how to translate data into insights and insights into better customer journeys.
Attendees will learn:
- How to embed customer listening and feedback into journey design and evaluation.
- Practical ways to operationalize a customer-centric culture without overwhelming employees.
- Techniques for linking journey improvements to business outcomes to prove ROI and secure long-term buy-in.
10:30 am - 11:00 am
GMT
Tracking the effectiveness of CX design: The tools you need
Understanding the impact of the experiences you design is critical to delivering exceptional CX. To accurately measure the impact of CX initiatives, practitioners must move beyond anecdotal feedback and fragmented metrics, which can leave teams unable to demonstrate the effectiveness of their CX efforts or make informed decisions around future improvements. Tracking effectiveness requires a structured approach that connects design choices to measurable outcomes, supported by the right set of tools.
This session will reveal how to build robust frameworks for measuring CX design impact using analytics platforms, journey orchestration tools, VOC methods and AI-driven insight platforms to capture and corroborate quantitative and qualitative data. We’ll demonstrate how these tools monitor KPIs, assess journeys and link innovation to CSAT and business outcomes. Our focus will be on creating actionable measurement systems to inform decision-making and continuous journey improvement, ultimately proving the value of CX design.
Attendees will learn:
- How to define and track metrics that accurately reflect the effectiveness of CX design.
- How to use tools such as analytics dashboards, journey orchestration platforms, VOC systems, and AI insight platforms to measure impact.
- Techniques for turning measurement insights into actionable improvements that continuously optimize journeys and demonstrate CX value.
11:00 am - 11:30 am
GMT
The next generation of journey management tools is here: What you need to know
Customer journeys are no longer linear, with Forrester finding that 77 percent of customers interact with brands across channels. Managing them has outgrown simple journey maps and siloed insights and the next generation of journey management tools is emerging to meet this challenge. These tools connect data across channels, embed AI to anticipate needs and enable teams to design, test and optimize customer journeys in real-time. The tools also provide CX teams the opportunity to deliver adaptive, personalized experiences at scale.
In this session, we will explore how journey management platforms now act as operational engines, rather than simple tracking devices. We’ll examine the strategies employed by leading organizations who are leveraging integrated data, AI orchestration and closed-loop CX measurement to transform the way they design and manage customer journeys.
Attendees will learn:
- How journey management tools are evolving from maps to real-time orchestration platforms.
- Practical capabilities to look for in next-generation solutions, from AI integration to closed-loop measurement.
- How to connect journey management with broader CX strategy to deliver measurable business outcomes.
11:30 am - 12:00 pm
GMT
Embedding human-centered design principles in CX and UX design
CX and UX design are about people, not platforms or technology. CX Network's Global State of CX 2025 report found that expectation of instant service and demand for convenience were the first and second most significant consumer trends impacting CX teams in 2025. To ensure that customer journeys live up to these consumer demands, CX and UX design should combine efficiency with human needs and emotions to shape delightful interactions. Human-centered design offers a way to bring the focus back to what matters: creating experiences that are not only seamless and efficient but also meaningful, accessible and empathetic.
In this session, we will explore the concept of human-centered design and outline its key principles, with examples from leading global brands who have mastered this art. We will look at how to combine behavioral data with qualitative insights with journey mapping and design thinking to pin point key areas for improvement. We will also discuss how human-centered approaches can bridge the gap between CX and UX, aligning internal teams around the core vision of value for customers and business alike.
Attendees will learn:
- Core principles of human-centered design and their relevance to CX and UX professionals.
- Practical strategies to test and design journeys around customer needs and behaviors.
- How to align CX and UX efforts through shared focus on people, not platforms.
