Every business says customer experience matters — yet many organizations still treat it as a cost center instead of a growth driver. That disconnect is costing companies far more than they realize.  In this episode of the Etech Leadership & CX Podcast, Jim Iyoob sits down with Camila Ferreira, Global Customer Experience Leader and Strategist, to unpack one of the biggest misconceptions in CX today — the belief that customer experience lives only within customer support.  With over 20 years of experience leading CX transformations across the US, Latin America, and Europe, Camila explains why real customer experience must span the entire business journey — from sales and onboarding to service and support. When CX is isolated, growth stalls. When it’s connected, it becomes a powerful engine for revenue, retention, and loyalty.  This conversation goes beyond trends and tools. It focuses on what truly moves the needle: aligning people, processes, culture, and technology — including AI — without losing the human connection that customers and employees value most.  About the Episode   This episode explores how organizations can shift from viewing CX as a cost to treating it as a strategic advantage.  Camila shares why simply relabeling customer support as “customer experience” doesn’t solve the real problem — and how leaders can unlock far greater value by connecting every stage of the customer journey. The discussion also dives into AI adoption, explaining why technology should amplify strong processes, not mask broken ones.  You’ll also hear practical insights on why employee experience and customer experience are deeply connected — and why sustainable CX improvements can’t happen without investing in both.    Why This Conversation Matters   Rethink Customer Experience: Learn why limiting CX to support teams creates blind spots that directly impact growth.  Use AI the Right Way: Understand how to avoid AI hype and focus on readiness, data, and clear problem-solving.  Strengthen Employee Experience: See how engaged employees drive higher customer satisfaction and long-term loyalty.  Plan for Smarter Growth: Discover how breaking silos and aligning teams leads to better CX outcomes and stronger ROI.  What You’ll Learn   The biggest misconception about customer experience that costs companies millions  Why CX must be treated as a business-wide strategy, not a support function  How to prepare your organization for AI before investing in new technology  The link between employee satisfaction and customer satisfaction  Common planning mistakes leaders should avoid when budgeting for CX and AI initiatives  Meet the Experts   Camila Ferreira – Global Customer Experience Leader & Strategist  Jim Iyoob – President, ETS Labs  Watch Now: Build CX That Drives Real Value  Discover how leading organizations are moving beyond surface-level CX initiatives to build experiences that create lasting business impact.  Gain practical insights on CX strategy, AI readiness, employee engagement, and leadership — straight from real-world experience.  ▶️ Watch the full episode now  📢 Stay updated with more conversations on leadership, AI, and customer experience — subscribe to the  Etech Leadership & CX Podcast.