CX Forums Conference 2023 Recap

About a 2 min. read

Geoff Roper
VP, Business Development

From the beautiful venue at From the Earth, to the fantastic live music, the CX Forums conference’s energy was contagious. However, what really made it memorable was the opportunity to reconnect with CX practitioners from across the industry and share ideas on how to improve our craft.


One of the most powerful takeaways from the conference was the importance of storytelling. Dennis Ross, the founder of Book Ambition, gave a fantastic talk on the “What happened because of what happened” approach. Position and creating stories from the right angle of expression can have a profound impact. At CMB, we’re all about the story behind the data. We’re taking this lesson to heart as we look for new ways to cultivate better stories, translate insights into action, and connect with our clients more meaningfully.


It’s no secret that putting the customer first is key to success in any industry. But as we heard from multiple speakers at the conference, there’s still a major disconnect between brand promises and customer experiences. At CMB, we’re committed to helping our clients bridge that gap and deliver on their brand promises through a more holistic approach. By aligning brand research with CX and programs, we can ensure that our clients are delivering consistent and experiences at every touchpoint. This requires careful measurement of key metrics to identify areas of improvement and track progress over time. At the end of the day, our goal is always the same: to help our clients create loyal and engaged customers who keep coming back for more.Of course, no CX conference would be complete without a discussion of AI and Chat GPT. This technology continues to  change  how people interact and leverage technology and create new ways to connect with customers.

Devin Smith’s presentation on “Applying Jobs Theory to Customer Experience Design” was quite impressive. Devin spoke to the importance   of the jobs that products and services are providing can help create better customer experiences. This approach forces us to be more mindful and intentional in our product design and service delivery, so we’re creating experiences that truly resonate with our customers. Understanding the customer journey is critical to creating exceptional customer experiences. By focusing not just on the steps of the journey, but also on the deeper emotional connections customers have at each step, we’re able to create experiences that resonate on a deeper level. This approach allows us to identify pain points and opportunities for improvement, so clients can deliver a truly customer-centric experience from start to finish. Whether we’re working on a new product launch or revamping an existing service, our focus is always on delivering value to our clients and their customers.


Finally, Ashley Jones from Love Not Lost, a non-profit organization that helps people through grief, shared an inspiring story about the importance of self-care and love that really resonated with me. It was incredible to see how she’s been able to apply those lessons to design customer experiences for her organization.

Overall, the CX Forums conference was a great event. I had some great conversations and I’m excited to continue applying these insights in our everyday work.