CX Network is proud to unveil our 2026 guide to the top 40 future of CX leaders to follow.
From visionary CX heads and transformation executives to futurists and thought leaders, this year’s list celebrates individuals who are shaping the next era of customer experience (CX). These leaders are driving innovation, pioneering artificial intelligence (AI) experiences, and creating human-centered strategies that will define CX in the years ahead!
To curate this list, the CX Network editorial team considered professional achievements, influence within the CX community, thought leadership, and the ability to deliver measurable impact. Each of the 40 leaders featured here is making waves in their industries, inspiring teams and helping organizations anticipate and respond to the evolving expectations of customers.
Arranged in alphabetical order, each profile highlights why the individual stands out, alongside insights into their CX philosophy, insights, and the trends they believe will shape the future of CX.
Scroll through to discover the CX visionaries defining 2026 and beyond, or click a name to jump straight to their profile.
Jay Baer
CX Expert
The research powerhouse
Jay Baer is a globally recognised business growth and CX researcher, with over 30 years’ experience advising Fortune 500 companies on customer service trends and digital transformation. He is the founder of multiple consultancies and a seven-time bestselling author.
Baer focuses on human-first CX in a digital world, helping companies balance AI automation with meaningful customer interactions. His recent initiatives include workshops on AI-enabled customer journeys and practical strategies for digital empathy, which are guiding organizations preparing for 2026 and beyond.
Find out what Jay Baer is talking about on LinkedIn
Steven Van Belleghem
nexxworks
The human-AI harmonizer
Belgian futurist and co-founder of nexxworks, Steven Van Belleghem advises organizations on how technology, empathy, and strategy intersect to shape CX. Author of bestsellers such as When Digital Becomes Human and Customers the Day After Tomorrow, he helps brands envision the future of CX.
Speaking to CX Network, Van Belleghem said:
“The biggest shift will be the rise of autonomous AI services that solve problems before customers even notice them. CX moves from reactive to predictive to self-driving. Companies that master this invisible layer of convenience will redefine what ‘good service’ means.”
He leads “inspiration tours” and masterclasses on AI-human collaboration, automation, and personalized customer journeys. Van Belleghem’s framework focuses on scaling the human touch alongside technology, while embedding continuous feedback loops in CX strategy.
“The biggest shift will be the rise of autonomous AI services that solve problems before customers even notice them,” said Van Bellegham.
Our top pick of Steven Van Belleghem's content:
- YouTube channel
- Talk (YouTube): Why every business leader should watch Disney's 'Inside out'!
- Find out what Steven Van Belleghem is talking about on LinkedIn
Tiffani Bova
The Futurum Group
The CX-growth futurist
Tiffani Bova is chief strategy and research officer at The Futurum Group and the author of two Wall Street Journal bestsellers, Growth IQ and The Experience Mindset. She’s also spent nearly three decades shaping growth and transformation strategies for Fortune 500 companies.
At Futurum, Bova leads research and intelligence efforts that help companies navigate rapid technological disruption, shifting customer expectations, and the blurring lines between sales, service, and experience. Her work is grounded in what she calls an “experience-first” approach: CX is not a cost center – it’s the engine of growth.
She strongly advocates for merging CX with employee experience, arguing that none of the gains in automation, digital tools or personalization matter if the people delivering those experiences aren’t empowered, aligned, and valued.
Looking forward, Bova’s thought leadership suggests that the next frontier for CX is a holistic, human + tech ecosystem, where experiences are rooted in empathy. Her book and podcast What’s Next! with Tiffani Bova challenge leaders to adopt this “experience mindset,” positioning CX as the primary growth lever, rather than an afterthought.
Our top pick of Tiffani Bova's content:
- Podcast: What's Next! With Tiffani Bova
- Find out what Tiffani Bova is talking about on LinkedIn
Tesco
The retail transformer
Becky Brock is managing director for customer at Tesco, guiding the UK retailer’s approach to customer loyalty, digital experience, and omnichannel strategy.
She has led several initiatives in personalization, digital checkout innovation, and loyalty program optimization, helping Tesco remain a competitive leader in retail.
- Find out what Becky Brock is talking about on LinkedIn
Helen Bywater-Smith
Ipsos
The global CX advisor
Helen Bywater-Smith is the global head of CX advisory at Ipsos, guiding brands across more than 90 markets to design customer journeys that are both human centred and commercially effective. For Bywater-Smith, CX has always been about people, not numbers. As she told CX Network:
“CX has always been – and always will be – about relationships. My first and last thoughts are about the people having the experience and those designing and delivering it.”
Her work blends research, behavioral insight, and practical design to help organizations build emotionally resonant, trustworthy experiences. While she sees huge potential in AI and emerging technology, she emphasises that “CX is more than metrics, it’s human connection."
"The experiences you deliver are your best marketing asset and, when done well, turn customers into your most authentic influencers.”
Bywater-Smith is also the CX host of The Experience Perspective podcast, which covers everything from customer and employee experience, to channel performance.
Our top pick of Helen Bywater-Smith's content:
- Podcast: The Experience Perspective
- Article: CX service design: creating emotional attachment and driving brand growth
- Article: AI and the Future of CX
- Article: The marketing-CX chain reaction: Turning promises into profit
- Find out what Helen Bywater-Smith is talking about on LinkedIn
Mandarin Oriental Hotel Group
Architect of guest loyalty
Andrew Cleary is VP of global CRM and customer strategy at Mandarin Oriental, responsible for shaping guest experience, loyalty, and digital service delivery for a premier global luxury hospitality brand.
Under his tenure, Mandarin Oriental recently rolled out a redesigned global guest recognition programme and the first-ever group-wide mobile app. These are tools that unify guest profiles, preferences, and stay history across bookings, in-hotel stays, spa, and F&B, enabling deeply personalized, seamless guest experiences.
Cleary stands out as a voice guiding how a heritage luxury brand can stay ahead in the digital, AI-led age.
- Find out what Andrew Cleary is talking about on LinkedIn
Peter Cross
Customer Expert
The culture-first CX reformer
With an international career spanning London, Paris, and New York, Peter Cross became widely recognised during his eight year tenure leading CX at the John Lewis Partnership. He is now VP at the Institute of Customer Service, an Ambassador for the Retail Trust, and Leader in Residence at the University of Leeds, where he guides the next generation of customer leaders. In 2025, he published his bestselling debut book, Start with the Customer, described by The Grocer as “the essential test on customer experience.”
“As the gap between customer expectation and lived experience continues to widen, there has never been a more critical time to rethink your relationship with customers,” Cross told CX Network. “Great customer experience has always been cultural… Winners leverage the best of both new and old tricks, while others turn to blind faith in new technologies to fix lacklustre experiences,” he added.
Our top pick of Peter Cross' content:
- Article: Travel is split down the middle when it comes to customer service levels
- Find out what Peter Cross is talking about on LinkedIn
Walmart
The AI-powered CX and product leader
Daniel Danker is EVP of AI acceleration, product, and design at Walmart, the global retail giant. He leads Walmart’s enterprise wide push to integrate AI across every customer touchpoint, including online shopping and in-store experiences.
Danker’s background spans major disruptors and tech-native platforms. Before joining Walmart in 2025, he served as chief product officer at Instacart, where he helped to evolve the business from a grocery delivery service into a full-scale commerce platform serving customers, retailers, and brands across the food journey.
Since his tenure, Walmart has been rolling out a series of ambitious AI powered initiatives, including “super-agent” frameworks that unify store, employee, and customer AI assistance.
- Find out what Daniel Danker is talking about on LinkedIn
Maranda Dziekonski
Fexa
The operations strategist
As chief customer officer at Fexa, Dziekonski leads CX in the SaaS sector, focusing on scaling customer success, retention strategies, and operational efficiency. She regularly shares insights for Saas and B2B leaders on how to embed customer-first culture across global operations.
Dziekonski believes the future of CX will be defined by exactly how effectively organizations blend AI with human insight. She explained to CX Network that “we’re heading into a new era where AI and humans work side-by-side. AI gives us speed and clarity, but it’s our people who bring empathy, common sense, and connection.”
Dziekonski argues that companies that win in the coming years will be those that use AI not as a replacement, but as an amplifier of human capability:
“The organizations that blend the two thoughtfully will deliver the most consistent and meaningful experiences – and win the long-term relationships they seek!”
- Find out what Maranda Dziekonski is talking about on LinkedIn
Sobia Ehsan
Babble
The digital services advocate
Sobia Ehsan has significant experience leading end-to-end CX programmes in regulated environments, including ITSM implementations, digital channel enhancements, journey transformation, and service operations optimization.
Ehsan has also led network initiatives such as the 3G/4G rollout, inbound roaming, and operational/service quality improvements.
- Find out what Sobia Ehsan is talking about on LinkedIn
Kristi Faltorusso
ClientSuccess
The practical CS strategist
Kristi Faltorusso has over 13 years of experience in SaaS scaling operations, boosting retention, and driving growth for start-ups and scaleups.
Faltorusso’s philosophy is about making customer success actionable, measurable, and human-centered – helping organizations turn strategy into tangible results while empowering CS professionals to thrive.
Speaking to CX Network, Faltorusso said:
"The biggest shift is the move toward predictive, proactive customer experience. AI and data are giving us the ability to see risk, surface opportunities, and understand customer behavior before issues happen. The companies that win will be the ones that stop reacting and start anticipating, aligning teams around a customer journey that is intentional, data-driven, and consistent."
- Find out what Kristi Faltorusso is talking about on LinkedIn
The Experience Maker
The memorable-experience evangelist
Dan Gingiss is an author, keynote speaker, and consultant whose mission is simple: help businesses create experiences so good that customers can’t help but talk about them.
A former leader at Discover, McDonald’s and Humana, Gingiss specializes in straightforward, repeatable strategies that turn everyday interactions into powerful differentiators.
- Find out what Dan Gingiss is talking about on LinkedIn
Ian Golding
CX specialist
Global CX standards champion
Ian Golding is an internationally recognized speaker and author, with his thought leadership widely recognized. He served on the inaugural board of the Customer Experience Professionals Association (CXPA), helping to define global CX standards.
Author of the book Customer What: The Honest and practical Guide to Customer Experience, Golding emphasizes a practical, actionable approach to CX, focusing on how organizations can embed customer understanding, empathy, and measurement into everyday operations.
- Find out what Ian Golding is talking about on LinkedIn
TalkTalk
Human-centric experience maker
Sarah Jones is head of CX design at TalkTalk, responsible for shaping how millions of customers experience the UK-based connectivity brand across digital and service touchpoints – from broadband signup flows and account portals to support journeys and user interfaces. At TalkTalk, she has built and scaled the CX design team, embedding UX and UI thinking across product and service development.
Jones is also a recognised voice in the CX/UX community. For example, she appeared on The Joy of CX podcast to discuss the balance between emotional and functional needs in CX: how to satisfy both at scale, without losing humanity.
Our top pick of Sarah Jones' content:
- Joy of CX podcast episode featuring Sarah Jones
- Find out what Sarah Jones is talking about on LinkedIn
Conny Kalcher
Zurich Insurance Group
The empathy driven insurance CX leader
Conny Kalcher is group chief customer officer at Zurich Insurance Group, where she leads the global CX transformation for a company operating across more than 200 countries and serving millions of customers.
Kalcher has spearheaded a Global Empathy Training Programme for frontline and customer facing teams worldwide - embedding empathy, transparency, and fairness as core competencies rather than afterthoughts. The initiative reflects her belief that as digital disruption accelerates, human connection must remain at the heart of CX.
Her view is that true future-proof CX in insurance - and beyond - must blend data-driven insight, digital convenience, and human empathy, so that experiences feel personal, trustworthy, and supportive, even amid complexity and change.
Our top pick of Conny Kalcher's insights:
- Article: Creating delight in the customer journey is more than a 'nice to have’
- Find out what Conny Kalcher is talking about on LinkedIn
Kallman Communication
The futurist storyteller
Amelia Kallman is a leading London-based futurist, speaker and author, recognized as one of the Top 20 World Leading Futurist speakers, and as one of the Top 25 Women in the Metaverse. She has spoken at more than 100 conferences, hosted over 20 events, authored industry-leading reports, and addressed forums including the House of Lords and the United Nations. Kallman regularly consults for Fortune 500 companies including AT&T, Bloomberg, Allianz, Adobe, the Financial Times, Lloyds and Puma.
Kallman’s work focused on future proofing CX through emerging technologies, human centered design, and responsible innovation. On the trends shaping CX, she told CX Network:
“Brand AI agents will be able to meet customers wherever they are online, adapting on the fly to personalize and customize content every step of the customer journey, while also gathering valuable customer data and feedback that gets immediately led back into that loop.”
- Find out what Amelia Kallman is talking about on LinkedIn
Amjad Khan
Notting Hill Genesis
The predictive CX leader
Amjad Khan is a multi-award-winning customer experience and transformation leader with over 20 years of impact across financial services, utilities, automotive, and housing. Known for building high-performing teams and turning complex, legacy operations into customer-centred, data-driven ecosystems, he has shaped CX strategy at organizations including HSBC, British Gas, The AA, Notting Hill Genesis, and several global advisory bodies.
His work spans large-scale operating model redesign, service recovery excellence, AI-enabled transformation, contact center modernization and embedding customer insight at the heart of decision-making. He has led multi-million-pound portfolios, delivered industry-leading improvements in NPS and operational efficiency and coached executives on creating environments where people and customers thrive.
Speaking to CX Network, Khan explained his guiding principle for CX: “Customers remember how an experience makes them feel. I build operating models, teams, and cultures, reducing friction and increasing confidence, trust, and dignity, creating environments where better outcomes for customers and colleagues become the natural result of well designed systems.”
- Find out what Amjad Khan is talking about on LinkedIn
British Airways
The airline experience modernizer
Calum Laming is chief customer officer at British Airways, responsible for leading the airline’s marketing, onboard product, ground product, customer care, and in-flight experience teams – effectively owning the end-to-end journey for all passengers.
Under his watch, BA is rethinking what it means to fly in 2026 and beyond: combining digital convenience with premium service standards. Since joining the leadership team at BA, Laming has overseen a major transformation effort: refreshing brand identity and aligning legacy service models with the expectations of a new generation of travellers.
- Find out what Calum Laming is talking about on LinkedIn
Ekaterina Mamonova
Liberty Specialty Markets
The broker-centric CX pro
Ekaterina Mamonova is global head of broker proposition at Liberty Specialty Markets (LSM), where she leads efforts to design and deliver world-class experiences and service propositions to brokers and clients across the global commercial and speciality insurance market.
Mamonova’s focus isn’t just on compliance or product. Instead, she advocates for a service proposition built around clarity, responsiveness, and trust, turning what has often been a commoditized insurance-broker relationship into a meaningful, value-based partnership.
- Find out what Ekaterina Mamonova is talking about on LinkedIn
Nason Group
The experience disruptor
Shawn Nason is founder and chief experience and innovation officer at Nason Group, where he advises organizations on creating customer experiences that combine cutting edge technology.
Nason believes that the future of CX will be shaped by AI, but only when implemented thoughtfully: “Strategy and implementation will be the key factors to making it succeed or fail. You will need to keep the ‘human in the loop’ and the human connection for the foreseeable future,” he told CX Network.
At the heart of Nason’s philosophy is a simple but powerful guiding principle: “Know Me, Surprise Me, and Make it Easy for Me. If you get the human experience right, you will get the numbers you need!”
With more than 100,00 followers on LinkedIn, Nason is known for his bold, human-centric messages and his insistence that meaningful experience design begins with fearless leadership. His disruptive mindset makes him one of the most followed experience leaders in the world.
- Find out what Shawn Nason is talking about on LinkedIn
Faran Niaz
HALA
CX intelligence trailblazer
Faran Niaz is among the most influential CX voices in the Middle East, with more than 14,000 followers and a career spanning banking, fintech, and technology.
As director of CX at HALA in the UAE, he leads customer first transformation in one of the region’s fastest growing financial platforms, recognized widely for operational excellence and digital innovation.
Looking ahead, Niaz sees the next era of CX defined by intelligent anticipation, rather than response. He told CX Network:
“The most transformative shift ahead is the rise of predictive and autonomous CX, where organizations don’t just respond to customer needs but anticipate and resolve them proactively. The fusion of AI, real time data, and human centered design will redefine what effortless experiences truly means.”
- Find out what Faran Niaz is talking about on LinkedIn
Empathy Everywhere
The empathy advocate
Mimi Nicklin is a globally recognized bestselling author, keynote speaker, and the founder of Empathy Everywhere – an organizational empathy platform that helps companies embed emotional intelligence, listening-led leadership and psychological safety into their cultures.
Nicklin has written books, including Softening the Edge and Empathy at Work, that argue empathy is a critical business skill, particularly as organizations scale, automate, or go fully remote. She also hosts the podcast MiMi YouYou Show, using storytelling and interviews to explore how empathy, inclusion, and human understanding can shape the future of work and CX.
Speaking to CX Network, Nicklin said:
“The biggest shift ahead is a return to humanity. Customers now expect to be understood and not just served. The brands that will stand out and achieve the growth they desire, will increasingly be the ones that listen deeply, and who are able to read emotional and behavioural signals from their audience. This goes beyond functional needs to reflect diverse perspectives and contexts. As technology accelerates, the true advantage will be the ability to interpret needs with empathy and then respond in a way that feels personal and human, and not driven by an algorithm."
Our top pick of Mimi Nicklin's content:
- Newsletter: The Empathy Letters
- Podcast: MiMi YouYou Show
- Find out what Mimi Nicklin is talking about on LinkedIn
Hitesh Patel
IHG Hotels & Resorts
The hospitality CX digitalizer
IHG Hotels & Resorts' global digital director, Hitesh Patel, is shaping the future of hospitality by steering digital transformation across one of the world's largest hotel networks.
Patel’s work shows how legacy hospitality - often found by physical infrastructure and legacy systems - can become future ready through digital agility by embedding technology, data, and operational insight at the core of service design.
Speaking to CX Network about the future of CX, Patel said: "We have the chance over the next few years to shape both human and AI paths across the enterprise. Long term AI centricity impacts are through careful re-design of all things data, processes and outcomes. Time to move from the information to intelligence age!"
Patel is also speaking at CX Network's All Access: Future of CX
- Find out what Hitesh Patel is talking about on LinkedIn
Alshaya Group
The omnichannel CX strategist
Kajol Phadnis Patel is customer strategy lead at Alshaya Group, the global retail-franchise powerhouse operating brands like H&M, Starbucks, Mothercare, and dozens of others across the Middle East, North Africa, and Europe.
Patel’s work focuses on cutting through complexity to build seamless experiences in store, online, and loyalty channels. During her tenure, Alshaya has accelerated its digital commerce transformation, launching dozens of e-commerce sites across the group, rapidly scaling operations during COVID-era disruptions, and integrating omnichannel, loyalty and retail experience innovations to meet the modern customer expectation.
- Find out what Kajol Phadnis Patel is talking about on LinkedIn
Leandro Perez
Salesforce
The SaaS strategist
Leandro Perez is SVP and chief marketing officer for Salesforce’s APAC operations, leading the region’s go-to-market strategy and CX initiatives.
Perez has been a visible advocate for rethinking how CX and marketing intersect in modern enterprises, particularly in fast-evolving AI-enabled environments. Through posts and articles on Salesforce’s own channels, he writes on topics like ethical AI in marketing and CX, digital transformation, and building resilient teams across geographies.
- Find out what Leandro Perez is talking about on LinkedIn
CarParts.com
The e-commerce optimizer
Aurelia Pollet has over 20 years of experience in the retail, e-commerce, technology, and automotive sectors. At CarParts.com, Pollet has led initiatives to launch loyalty programs, enhance service with AI, replatform CRMs, redefine post-purchase support, and build repair infrastructure spanning continents.
Under her leadership, for example, Carparts.com has launched CarParts+, a membership programme offering benefits such as 24/7 roadside assistance, free shipping, extended returns, and VIP customer service – blending convenience, value, and customer care to simplify vehicle maintenance for members.
Pollet believes strongly in CX with substance, telling CX Network:
“CX is shifting back to substance. The future is about fixing real friction, delivering on brand promises, and proving ROI. CX should stand on its own as a discipline that creates measurable value for both customers and the business.”
She is also a thought leader in journey mapping, omnichannel ecosystems, agentic AI, and cross-functional collaboration, helping teams translate complex strategies into actionable results.
Our top pick of Aurelia Pollet's content:
- Podcast episode: The customer experience gap: Closing the distance betweeen expectation and reality
- Find out what Aurelia Pollet is talking about on LinkedIn
Jorie Sax
United Airlines
The aviation experience expert
Jorie Sax leads United’s Innovation Lab, where she helps test and scale emerging technologies - from mixed reality to embodied AI - to improve the traveler experience. With over 25 years of experience across legal, marketing, partnerships, innovation, and digital strategy, she has shaped human-centred growth for entertainment, lifestyle, and tech forward brands.
Sax has led the launch of new innovation functions, redesigned customer and employee experiences, elevated NPS, grown venture investments, and built engagement programs that teams actually adopt.
Sax is also speaking at CX Network's All Access: Future of CX
Find out what Jorie Sax is talking about on LinkedIn
CIMB
Empathy-driven experience maker
Manpreet Singh is head of group CX at CIMB, where she leads the bank’s CX strategy across all markets. Her approach blends data with emotional intelligence – a balance she describes as essential to creating experiences that truly matter. As she told CX Network:
“I lead with a simple belief: treat customers fairly, like they’re ours to protect. Data guides decisions, but empathy shapes behaviour. Every journey we design must honour trust, preserve dignity, and leave people feeling respected and safe. CX is not just what we deliver, it’s how we make people feel long after the transaction is over.”
- Find out what Manpreet Singh is talking about on LinkedIn
Sree Sreedhararaj
IPSY
The personalization at scale CX pro
At IPSY - a major beauty subscription platform with millions of global customers - Sree Sreedhararaj serves as chief technology officer. Leveraging data, machine learning and customer behavior analytics, he helps IPSY tailor product recommendations, subscription timing, and service touch points to individual users - creating a sense of personal curation at scale.
As beauty and retail converge with digital experience, his work embodies the future of CX: automated relevance without losing personal touch.
Our top pick of Sree Sreedhararaj's content:
- Article: Will websites matter? Long Live the Retail Ecosystems.
- Find out what Sree Sreedhararaj is talking about on LinkedIn
CULTIVATE
The CX-ism trailblazer
Katie Stabler is founder and director of CULTIVATE, helping organizations embed “CX-ism” – a philosophy that treats CX as the core of business culture, operations, and leadership.
She is also co-author of the Amazon number one bestselling book Customer Experience 2, and author of CX‑ISM, and was ranked among the top global CX thought leaders in 2024.
As a global keynote speaker, trainer, and frequent contributor at CX conferences and forums, Stabler continues to influence and shape thinking about what CX should and could be in an era of rapid digital change.
Our top pick of Katie Stabler's content:
- Newsletter: CULTIVATE Business Success
- Find out what Katie Stabler is talking about on LinkedIn
Bill Staikos
Be Customer Led
The CX transformation trailblazer
Bill Staikos is the founder and managing partner of Be Customer Led, where he helps organizations design CX strategies that are both profitable and purpose-driven.
Looking ahead, Staikos identifies two major trends shaping the future of CX. Speaking to CX Network, he said:
“First, synthetic data will let companies test changes and predict customer reactions faster, cheaper, and with fewer privacy risks. We will also see things like synthetic NPS emerge as a new offering. Second, AI-orchestrated experiences where decisions happen in real time based on context, intent, and constraints will be a key focus for 2026, starting in the service layer.”
Staikos regularly speaks on AI, synthetic data, and the future of CX, helping leaders anticipate emerging trends while keeping the customer at the heart of every transformation initiative.
Our top pick of Bill Staikos' content:
- Article: The End of Experience Management: How Private Equity, AI, and a "Kodak Moment" Are Reshaping the SaaS Landscape
- Find out what Bill Staikos is talking about on LinkedIn
GE Appliances
The AI lifestyle pioneer
Shawn Stover is VP of SmartHome Solutions at GE Appliances, where he leads the company’s vision for how connected products, AI, and everyday living come together to create more intuitive and personalized customer experiences in the home.
A passionate advocate for technology that genuinely improves daily life, Stover played a central role in developing GE Appliances’ first generative AI tools inside the SmartHQ ecosystem – the SmartHQ Assistant and Flavorly AI. Built in partnership with Google Cloud, these tools help households cool better, waste less food, understand their appliances, and get instant, personalized support.
As a vegan, Stover has personally seen the value of AI that understands individual needs, from discovering plant-based recipes to reducing food waste. He continues to push GE Appliances toward a future where homes are more intuitive, more sustainable, and designed around the rhythms of real people.
- Find out what Shawn Stover is talking about on LinkedIn
Adrian Swinscoe
Punk CX
The common sense CX critic
Adrian Swinscoe’s contrarian, but thoughtful, approach is increasingly influential among CX leaders tired of over-engineered processes and tech-heavy solutions. He argues for simplicity, clarity, and human first thinking in CX design.
With significant consulting experience across retail, services, and B2B, Swincoe helps organizations strip back complexity, rebuild around customer empathy, and design CX strategies that reflect real human behaviour, rather than trendy buzzwords.
As the CX landscape becomes more saturated with AI tools, automation suites, and data driven design, Swinscoe’s voice is a timely reminder: technology can enhance CX, but it must never replace human judgment, care, and clarity.
Speaking to CX Network about the future of CX, Swinscoe said: "There is an emerging trend of digital fatigue and a desire/need to have in-person experiences. That is going to be a really interesting one to watch to see how it plays out."
His work emphasizes that future proof CX relies on building trust, removing friction, and creating experiences that feel human – regardless of how much is automated!
- Find out what Adrian Swinscoe is talking about on LinkedIn
Netflix
The service-tech CX architect
Saki Takeda is director of product management, customer service technology at Netflix, where she leads innovation in customer service platforms, omnichannel support tools, and technical infrastructure behind global user support.
Takeda believes that by automating routine processes, teams are freed up to deliver empathetic, high quality support rather than low value transactional interactions. This balance of efficiency and emotional depth is increasingly vital as customer expectations rise.
- Find out what Saki Takeda is talking about on LinkedIn
Cindy Tan
Singtel
The digital-channel CX leader
Cindy Tan is head of digital channels experience at Singtel, overseeing how customers engage with the company through its apps, website, e-commerce, and chat platforms – a central role as telco customer experiences shift increasingly toward digital and self-service.
Under Tan’s leadership, Singtel has won multiple industry recognitions for customer and digital experience, including “Digital Experience of the Year – Telecommunications” and “Telecommunications Customer Experience of the Year” at the 2025 Asian Experience Awards, acknowledging the success of their transformed app enhancements and seamless online to offline customer journeys.
- Find out what Cindy Tan is talking about on LinkedIn
Singapore Airlines
The airline CX orchestrator bridging tradition and innovation
Phee Teik Yeoh is SVP of CX at Singapore International Airlines, overseeing end-to-end customer journeys, from booking and ground services to in-flight experiences, lounges, retail, and post-flight entertainment.
Thanks to Yeoh, SIA has delivered multiple high-profile CX initiatives, including the revamp of Premium Economy, multi-million-dollar lounge upgrades at Changi Airport, and in-flight e-commerce innovations. He has also championed sustainability and wellness programs, reducing food waste, phasing out single-use plastics, and introducing wellness oriented meals.
SIA’s efforts under Yeoh’s guidance have been widely recognized, including winning International Airline of the Year at the Roy Morgan Awards for five consecutive years, highlighting the commitment to consistently exceptional CX.
- Find out what Phee Teik Yeoh is talking about on LinkedIn
Martin Urrutia
The LEGO Group
The retail experience innovator
As the global head of retail experience and innovation at The LEGO Group, Urrutia is behind some of the world’s most engaging brand experiences – from in-store play experiences to digital physical interactions.
He is also a highly visible thought leader, sharing his insights on the future of physical retail, experiental design, and "brand love" at global CX and retail events.
Speaking with CX Network, Urrutia explained the importance of storytelling to CX:
"More than ever, customers want to feel part of a story, not just a transaction. When experiences are anchored in meaningful narratives, they create emotional resonance that stays with guests long after they’ve left the store."
Few leaders have redefined experience at a global scale the way Urrutia has.
Our top pick of Martin Urrutia's content:
- Podcast episode: When It All Clicks: Global Retail Innovation with Lego Group's Martin Urrutia
- Find out what Martin Urrutia is talking about on LinkedIn
Experience Investigators
The journey-mapping expert
Jeannie Walters is a leading CX strategist, speaker, and author who helps organizations – from small businesses to Fortune 1000 companies – embed customer centric initiatives that drive meaningful outcomes for both customers and employees. As founder and chief experience investigator at Experience Investigators, she has guided global brands including SAP, Verizon, SurveyMonkey, and Citrix to design CX strategies that deliver measurable results.
Walters believes it’s the daily actions, culture, and decisions across teams that translate into impact: “Let’s build the right vision, strategy, and outcomes around CX to meet or exceed our larger company wide goals.”
Speaking to CX Network, Walters said:
"CX moves fast, so leaders must know where they’re headed and stay adaptable. For me, that means being intentional and proactive—focusing on what truly matters to our customers and our organizations instead of chasing the next shiny thing."
A recognized thought leader, Walters has been featured in Forbes, Chicago Tribune, NPR, CustomerThink, SAP, and more. She also hosts the Experience Action podcast, where she interviews CX leaders, shares best practices, and explores trends shaping the future of CX.
Our top picks of Jeannie Walters' content:
- Newsletter: Customer Experience Works
- Podcast: Experience Action
- Article: 6 ways to improve CX – even if it’s not in your job description
- Find out what Jeannie Walters is talking about on LinkedIn
Matt Watkinson
Methodical
The CX principles master
Matt Watkinson is the author of The Ten Principles Behind Great Customer Experiences, the only book on CX ever awarded the CMI’s Management Book of the Year. Beyond that, he has authored two more books, The Grid and Mastering Uncertainty (co-authored with Csaba Konkoly).
Watkinson is frequently cited by leading research firms and has delivered keynote talks for organizations across industries worldwide. He believes that successful CX isn’t about flashy features or short term “moments of wow,” but about consistent, well-designed journeys built on deep insight and disciplined execution.
Speaking to CX Network, Watkinson said:
"Companies are continuing to make the classic mistake of starting with the desire to implement certain technologies, especially AI and the dreaded chatbots, rather than asking how they can create greater value for their customers. The typical impact on the CX will be to degrade rather than enhance it."
- Find out what Matt Watkinson is talking about on LinkedIn
Dialog Axiata PLC
The telecom visionary
Sandra De Zoysa is group chief officer at Dialog Axiata PLC, Sri Lanka’s leading telecommunications provider, and one of the region’s most experienced CX executives, with over 30 years in the ICT industry.
Since De Zoysa joined, Dialog has won global recognition, including the 2020 TM Forum “Customer Experience & Trust” Award and the 2023 Forrester “Customer Obsessed Enterprise” Award for APAC, for transitioning traditional telco services into digitally enabled, customer first experiences.
De Zoysa believes the future of CX will be defined not by technology alone, but by technology with empathy, ethics and human awareness. As she told CX Network:
“I believe AI will evolve from driving efficiency to enabling empathy, and the brands that win will be those that use intelligent, human-aware systems to create experiences that are deeply personal, ethically designed and seamlessly intuitive.”
- Find out what Sandra De Zoysa is talking about on LinkedIn