Leveraging data & AI tools to design customer journeys that resonate
November 4 - 5, 2025
| Free CX Network Webinar Series
Day One
10:00 am - 10:30 am
GMT
Designing the post-purchase journey: How Wayfair maps experience to impact
Lariane Rossanese -
Global Head of Product Design - Supply Chain Network, Enterprise & Service Tech,
Wayfair
Wayfair is a leading global e-commerce company specializing in home goods, with over 30 million products and 21.4 million active customers across North America and Europe, generating $11.9 billion in annual revenue.
Most organizations focus on the customer journey before purchase, but at Wayfair, the real CX challenges begin after the transaction. From managing accounts and deliveries to returns and problem resolution, the post-purchase experience is where loyalty is won or lost.
In this session, Lariane Rossanese, Global Head of Product Design for Wayfair’s Supply Chain Network, Enterprise & Service Tech, will share how her team is reimagining the post-purchase journey from the ground up. She will discuss how they map pain points, prioritize tech investments, and drive cross-functional alignment to deliver meaningful customer outcomes. Join this webinar to learn how CX design, powered by data and UX strategy, can transform the post-purchase experience.
Attendees will learn:
- How Wayfair blends UX and CX to redesign the post-purchase journey around customer and business outcomes.
- What it takes to prioritize design and tech efforts in a global, multi-stakeholder environment.
- Why journey mapping is only as powerful as the data behind it, and how metrics like CSAT, NPS, and others to guide decision-making.
Lariane Rossanese
Global Head of Product Design - Supply Chain Network, Enterprise & Service TechWayfair
10:30 am - 11:00 am
GMT
How AI agents are revolutionizing customer journey orchestration
Customer journeys are no longer linear: they’re multi-touch and highly context-dependent, with customers often dipping in and out of channels. Traditional rules-based systems struggle to adapt in real time, often leaving customers frustrated with rigid flows or repetitive interactions.
AI agents offer a new way forward. By autonomously coordinating multiple processes, learning from customer behavior and adapting to mood and context, AI agents can orchestrate journeys that feel seamless and are personalized at scale, allowing brands to reengage customers across channels. In fact, Monday.com found that just over half (51 percent) of UK retailers believe that AI could handle most customer interactions within 5 years. CX Network's own research found that over a third of practitioners reported that journey orchestration technologies had a positive impact on profits in 2025.
In this session, we will explore how agentic AI is reshaping journey management to be smarter, more personalized and more efficient. We’ll move beyond old-school mapping exercises to show how AI agents can dynamically respond to customer needs, proactively suggest next-best actions, and orchestrate multi-agent workflows across channels – without human intervention. From hyperpersonalized onboarding flows to adaptive service, we’ll showcase practical examples of how AI can transform the way organizations manage and continuously improve customer journeys.
Attendees will learn:
- How AI agents differ from traditional automation tools in orchestrating dynamic and personalized journeys.
- Practical use cases where agentic AI enhances journey management, from onboarding to post-purchase service.
- Design considerations to ensure AI-driven journeys are transparent and customer centric.
11:00 am - 11:30 am
GMT
From journey maps to service blueprints: Designing Hyatt's connected guest experience
Gavin Johnston -
Director, UX Research,
Hyatt Hotels
When Hyatt set out to build a research practice during the pandemic, the hotel industry was facing unprecedented disruption. Out of that moment came not just a team, but a new way of thinking about customer journeys beyond the obvious touchpoints of booking and check-in. Today, the UX research function has matured into a strategic driver for the business, helping Hyatt connect the dots across digital, and on-property engagements that keep travelers connected even after their stay. The work is about understanding not just what customers do, but why, and how those motivations shift depending on context.
In this session, Gavin Johnston, Director of UX Research at Hyatt Hotels, will share how, as the hospitality landscape evolves, the hospitality giant is rethinking loyalty and personalization at scale. We will discuss the challenge of recognizing the differences in persona and, more critically perhaps, context, between a guest booking a massive convention hotel versus a romantic boutique property, and then delivering experiences that feel tailored without being transactional. Attendees will learn how, by leveraging research, data partnerships, and emerging AI tools, Gavin’s team is moving beyond “points and perks” to cultivate lasting loyalty rooted in relevance and memory.
In this session, you’ll learn:
- How Hyatt evolved from journey maps to service blueprints to create a more connected view of guest experience.
- Why context-driven personas and behavioral triggers are critical to designing loyalty strategies that go beyond traditional programs.
- How research insights are reshaping personalization in hospitality and driving long-term engagement.
11:30 am - 12:00 pm
GMT
Journey mapping in B2B and complex ecosystems
With long buying cycles, multiple stakeholders and journeys that span products, services and partner networks, mapping B2B journeys can be a major challenge. Mapping B2B experiences goes beyond capturing linear touchpoints and requires deep understanding of layered relationships, interdependencies and operational drivers that shape customer outcomes. In 2024, Visora found that B2B companies averaged 266 touchpoints to close a deal. Despite this, only 36 percent of B2B firms use journey mapping tools.
In this session, we will explore how to adapt journey mapping tools and methodologies for a multi-stakeholder, B2B setting. We will dive into different personas and moving parts, explaining how to capture journeys, identifying the moments that matter most and translating those insights into CX design improvements. We will provide practical strategies for making sense of complex decision paths and aligning internal teams around a shared view of the customer journey.
Attendees will learn:
- How to design journey maps that reflect the complexity of B2B buying cycles.
- Tools and techniques for uncovering emotional and operational drivers that influence B2B customer decisions.
- Ways of using journey maps as alignment tools and decision-making support across functions and partners.
12:00 pm - 12:30 pm
GMT
Designing CX for the connected home: Simplifying journeys for complex digital offerings
Hassan Jaafar -
Product Squad Lead - Strategy, IOT & Connected Home,
BT Group
Broadband is saturated and increasingly telcos are “evolving into techcos”. In this context, seamless service and product launch with careful communication is especially critical. In this session, hear how BT and EE are tackling the challenges of designing and launching next-generation connectivity products from gaming-optimized broadband to bandwidth prioritization tools that serve the needs of diverse digital households. Discover how customer journey design, smart segmentation, and cross-functional collaboration are at the heart of product innovation.
With a focus on simplifying the complex, Hassan Jaafar, Product Squad Lead for IoT & Connected Home, will share how EE is turning deeply technical services into user-friendly experiences, ensuring that every touchpoint, from app interface to contact center support, is aligned with customer expectations. Learn how robust internal testing, real-time customer feedback, and transparent, dynamic communication are driving higher engagement, satisfaction, and brand differentiation in an increasingly competitive market.
Attendees will learn:
- How to translate complex technical features into intuitive customer journeys through app design, comms, and agent enablement.
- The role of segmentation in CX design: Building experiences that work for gamers, WFH users, streamers, and less tech-savvy households.
- Best practices for launching new digital services at scale: Testing protocols, cross-team alignment, and measuring engagement post-launch.
12:30 pm - 1:00 pm
GMT
Virtual roundtable: Designing omnichannel journeys for the modern customer
The modern customer doesn’t think in terms of “channels” – they simply expect to be able to move seamlessly between digital platforms and physical spaces while maintaining consistency. For organizations, orchestrating seamless omnichannel journeys remains a major challenge. Silos in data and ownership can leave customers frustrated.
In this virtual roundtable, attendees are invited to join us for a discussion about current and evolving customer expectations and to workshop strategies for designing journeys that meet customers where they are. We will explore how to unify data, align teams and, ultimately, deliver consistent, personalized experiences across touchpoints.
We will discuss:
- The omnichannel expectations of the customer of today.
- The role of data, technology and organizational alignment in orchestrating seamless journeys.
- How to design and deliver journeys that delight customers, connecting digital and physical channels.
This session is open to all attendees and CX Network members. The discussion will not be recorded.
