In this episode of The CX Changemakers, Maria and Henrik explore what it really takes to build a customer-first culture, and why strategy alone isn’t enough.

They unpack the common trap of collecting customer data without acting on it, and discuss how organizations can move from surveys and dashboards to real, company-wide change. From making insights accessible across teams to creating shared ownership of the customer experience, this conversation highlights how culture turns CX into a true business driver.

You’ll also hear how to connect CX with employee engagement, measure cultural progress, and shift from a product-led mindset to solving real customer problems.