Last week marked a pivotal moment for the UK customer experience (CX) community.
After the unexpected closure of the CX Foundation last year, there was a palpable void in the space—one that many of us felt deeply. But that changed in London with the inaugural Customer Xperience Alliance Annual Summit, where more than 150 delegates came together for what truly felt like a rebirth of CX in the UK.
The energy in the room? Electric.
The conversations? Honest, future-facing, and packed with insight.
The turnout? A powerhouse mix of brands including The LEGO Group, Sky, HSBC, Nationwide Building Society, loveholidays, Simplyhealth, and PayByPhone.
This landmark event was brought to life through a brilliant partnership between the Customer Xperience Alliance and The Retail Bulletin. Huge kudos to both teams for creating something that felt both fresh and foundational.
Representing Outworx Contact Centre
It was a real privilege to attend as one of the USMAART outsourcing partners, representing Outworx Contact Centrealongside the incredible Kobus Coetzee. The conversations we had—on-stage and off—only reinforced why CX matters more than ever.
Key Takeaways from the Day
Words shape culture.
“Colleagues” vs. “employees”—words matter. Engagement starts with shared purpose.
CX is emotional.
Emotions aren’t optional. Whether it’s your customers or your team, emotional context drives experience.
Vulnerability isn’t just generational.
It’s situational, and understanding this is essential for empathy in design and service.
Frontline first.
Your CX lives and dies on the frontline. Train, empower, and support those who represent your brand.
Behaviour > Tech.
Tech will always evolve, but understanding human behaviour is the next great frontier in CX. How many behavioural scientists are in your business?
Build from within.
Don’t just hire the best—build the best.
From the Stage: Provocations and Perspectives
Some of the sharpest ideas of the day came from the stage. Here are a few that stuck with me:
- People. Process. Tech. — in that order, always. (Hat tip to Iain Banks.)
- Tech moves fast—but don’t sprint. People first, always.
- Ask your frontline how to make tech work—they’re your best product testers. (So well put by Sarah Williams.)
- Innovation lives outside your industry. The best ideas don’t come from your competitors—go looking elsewhere. (A brilliant provocation from Rachel Percival.)
- If you don’t understand how people feel, you won’t understand how they behave. That’s your CX gap.
- And perhaps my favourite: Get your frontline to talk to customers like their grandmother, and make decisions their mother would be proud of. (A wise reminder from one of our own Outworx clients.)
A Brilliantly Run Event
The day was expertly hosted by Martin Newman, keeping energy high and conversations honest. Special thanks to Isobel Rogers, Tina Stanley, Karen Howard, and Neil Russell-Smith for crafting a brilliant event that hit all the right notes.
It was also a pleasure to connect and reconnect with so many thoughtful CX leaders including William Carson, Paula Kennedy Garcia, Paul Carter, and Siobhain Goodall.
CX: Alive, Kicking, and Ready to Evolve
The UK CX community is back with renewed purpose—and with events like this, the future looks bright. This was more than a conference. It was a reminder of why we do what we do: to create better, more human experiences for customers and colleagues alike.
Let’s keep the momentum going.
Let’s keep the conversation honest.
And let’s evolve—together.
#CXAlliance #CustomerExperience #CXLeadership #BehaviouralScience #PeopleFirst #CX2025
