Most CX strategies fail to land. Not because the ideas are wrong, but because teams don't internalize the decisions behind them.

Host Martin Gill speaks with Joana de Quintanilha, VP and Principal Analyst, about how immersive, gamified experiences turn CX strategy into action. Drawing on real examples like escape‑room style simulations to auction‑driven prioritization, Joana explains how leading organizations drive alignment, confidence, and better decisions at scale. We discuss:

Why immersive experiences outperform traditional workshops for CX strategy rollout

The five design principles: experiential, purposeful, participatory, repeatable, measurable

How to use gamification to improve decision quality—not just engagement

How to design for impact, including memory, behavior change, and stakeholder alignment

Practical formats: journey labs, customer carousels, simulations, and executive decision rooms

Joana shares lessons from real deployments, including how to stage experiences, measure outcomes, and avoid common pitfalls.

If CX leaders want strategy to stick, teams need to learn by doing, not just listening.