Jo Boswell, Customer Experience Leader, highlights the balance between AI and human connection, deeper insights over surveys, and CX strategies that drive long-term loyalty.
While many organisations chase quick wins, the real power lies in aligning every interaction with core CX principles that resonate with your brand’s vision.
“Customer experience leaders should try and find that sweet spot that delivers short-term business benefit at the same time as great customer outcomes. The key to unlocking long-term loyalty is being crystal clear on your customer experience principles and how those support, ultimately, the brand vision and purpose,” says Jo Boswell, Director of Sentio-B, Non-Exec Director and Chair of Customer Experience Committee at Saxon Weald, and a founding member of Women in CX.
Welcome to our CX Dialogues video series! In this episode, we sit down with Jo to discuss how brands can balance quick CX wins with long-term customer loyalty and brand growth; how to measure intangible aspects like trust and loyalty in an AI-enhanced environment and more.
READ MORE: CX Dialogues: Jamie Thorpe, Chief Experience Officer at Ipsos UK
Top Three CX Insights:
- Great CX is timeless: Personalised, proactive, and frictionless interactions—once the domain of local businesses—remain the gold standard global brands must scale.
- AI must empower, not replace, human empathy: Technology should remove friction and enhance context, not become a barrier that dehumanises the customer experience.
- Less surveys, more action: Customers are overwhelmed with transactional surveys—brands need insights, not just more metrics.
Watch the full video here.
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