The CX Iconoclast

In this episode, Richard Owen is joined by Felipe Bayón, newly-appointed CEO of GeoPark and former CEO of Ecopetrol, as well as Mauricio Duarte, a leading CX strategist in Latin America, to explore the evolving role of customer experience in the region. Felipe shares firsthand insights into navigating uncertainty, resilience, and digital transformation in Latin America’s complex business landscape. Mauricio highlights how companies are accelerating their shift toward customer-centric strategies, driven by changing expectations, cultural nuances, and the increasing power of data and AI.
 
The conversation covers the competitive challenges facing businesses, the role of leadership in driving CX culture, and the impact of AI on transforming customer engagement. From multinational strategies to local market realities, Felipe and Mauricio break down the critical success factors for companies looking to win in Latin America. Whether you're scaling a global business or refining your CX strategy, this episode delivers essential insights on innovation, adaptability, and the future of customer experience in the geography.

Felipe Bayón was appointed CEO of the Latin American multinational energy company GeoPark in April 2025 and is the former CEO of Ecopetrol, Colombia’s largest energy company and one of Latin America’s most influential corporations. With a background in engineering and decades of global leadership experience—including a distinguished tenure at BP—Felipe is known for driving innovation, sustainability, and customer-centric transformation in complex, high-stakes environments.

Mauricio Duarte is the Latin America CEO of OPINAT, a Spanish company that has been helping companies implement NPS and the Net Promoter System for over 15 years. He is a well-known international speaker and consultant in Customer Experience (CX), organizational transformation, and business growth. He has worked with companies from various industries, helping them grow through strategies focused on customer loyalty, and winning by differentiating experience from the competition.

Find out how predictive CX analytics can help your business: https://ocxcognition.com/

Follow us on LinkedIn: https://www.linkedin.com/company/ocxcognition/

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Richard Owen hosts a conversation on the future of the telecommunications industry with Marc Anné, Chair of the World Communication Awards judging panel, and Harry Baldock, Editor of Total Telecom. The discussion covers key industry trends, including the rise of 5G, the growing dominance of hyperscalers, and the challenge of telcos transforming into technology companies.

They address the persistent revenue struggles of telecom operators despite increasing data consumption, the role of AI in network optimization and customer experience, and the competitive pressures from China and US tech giants. Marc highlights AI-driven efficiency improvements in telcos, from predictive maintenance to hyper-personalized customer interactions, while Harry reflects on the sector’s identity crisis—caught between innovation and commoditization.

The conversation ends with predictions for the next five years, emphasizing AI-powered services, private 5G networks for B2B, and the telcos’ need for strategic partnerships to remain relevant.

Harry Baldock is the Editor at Total Telecom, writing daily news stories and feature articles on a broad randge of topics within the telecoms industry. He is also an experienced interviewer, having interviewed numerous executives from throughout the industry, including the CEO of Three and the UK Minister for Digital Infrastructure. Prior to his telecommunications role, Harry was an Editorial Assistant for the European Medical Journal.

Marc Anné has held a variety of executive global leadership positions in business development, M&A implementation, and customer experience leadership, mainly in the B2B telecommunications and software industries, notably at Orange Business, Equant, and SITA. He has been a judge for the World Communications Awards for a number of years. He is passionate about the subject and has extensive expertise in designing, orchestrating, implementing, and progress monitoring of global transformational programs to a variety of B2B and B2C telecommunications companies.

Find out how predictive CX analytics can help your business: https://ocxcognition.com/

Follow us on LinkedIn: https://www.linkedin.com/company/ocxcognition/

Connect with Richard Owen on LinkedIn: linkedin.com/in/richard-owen-98ba3

In this podcast, Richard Owen and Brian Curry tackle the provocative question, “Is NPS dead?” While acknowledging the clickbait nature of the question, they argue that the traditional Net Promoter Score (NPS) program has become outdated—not because the metric itself is useless, but because the way companies implement it has failed to evolve. Surveys, once the backbone of customer experience (CX) programs, are increasingly unreliable due to response bias and their inability to provide real-time, comprehensive insights. Instead, Owen and Curry advocate for a new approach—leveraging AI and operational data to create “generative CX analytics” that provide a more accurate, always-on view of customer sentiment and behavior.

They emphasize that the shift isn’t about replacing NPS outright but transforming how CX programs function. Traditional survey-driven programs are losing credibility with executives, who see them as delivering little actionable value. AI-driven analytics, which integrate survey insights with broader customer data, offer a path forward by providing predictive, real-time intelligence. Owen and Curry predict that companies that embrace this transformation will gain a competitive edge, while those clinging to outdated NPS programs risk irrelevance. The key takeaway: it’s not about whether NPS is dead—it’s about whether your CX program is keeping up with the future.

Find out how predictive CX analytics can help your business: https://ocxcognition.com/

Follow us on LinkedIn: https://www.linkedin.com/company/ocxcognition/

Connect with Richard Owen on LinkedIn: linkedin.com/in/richard-owen-98ba3

OCX Cognition founder Richard Owen hosts Simon Lyons in this latest conversion. Simon has had a long and varied career working in marketing, brand management, and strategic development across a variety of industries, including power generation, drinks, and even the Scottish Football Association. Richard and Simon discuss the challenges and opportunities in modern marketing, particularly as organizations shift from strategic principles to a heavy reliance on digital execution.

Simon suggests that many marketing teams focus on lead flow and performance metrics but lack the foundational skills to create long-term value. This misalignment often leads to inefficiencies, higher costs to serve, and lower retention when targeting poorly matched customers. He therefore emphasizes the importance of narrowing focus, deeply understanding target audiences, and realigning marketing philosophies across the organization. Additionally, while metrics like Net Promoter Score (NPS) remain a reliable measure of customer satisfaction, Simon says there is a growing need for more nuanced KPIs, particularly in pricing strategies and assessing new product success.

Simon notes that AI is revolutionizing marketing by automating tactical execution, generating tailored content, and optimizing campaign efficiency. However, he says this shift raises concerns about the loss of marketing intellectual property, as platforms like Meta increasingly own the insights that drive campaign success. This transition challenges marketers to redefine their roles, focusing on strategic direction and customer insights rather than tactical implementation. Leadership and teams must adapt quickly, addressing skill gaps and mindset shifts to stay competitive.

As a notable aside, Simon shared observations on the whiskey industry, noting its changing dynamics due to rising prices, long production cycles, and evolving consumer preferences, which echo broader themes of adapting to market shifts.

Find out how predictive CX analytics can help your business: https://ocxcognition.com/

Follow us on LinkedIn: https://www.linkedin.com/company/ocxcognition/

Connect with Richard Owen on LinkedIn: linkedin.com/in/richard-owen-98ba3

In the second podcast of this two-part series, Mauricio Duarte and Richard Owen go deeper into the transformative role of AI in customer experience (CX). Richard highlights AI as a generational shift, resembling the advent of the internet in its ability to transform our work, and discusses its potential to revolutionize CX measurement and personalization. He emphasizes that while AI can enhance contact center operations and hyper-personalize digital experiences, it must be used thoughtfully to avoid alienating customers who still value human interaction.

Richard critiques traditional NPS surveys, pointing out their flaws, such as low response rates and bias toward Promoters. He explains how AI can predict customer behavior with high accuracy, eliminating the need for frequent surveys and providing real-time insights. By training AI models with operational data, companies can identify root causes of customer dissatisfaction and improve their CX strategies and actions.

The conversation shifts to lessons from the pandemic, where digital transformation became essential. Richard notes how industries like banking rapidly adopted digital tools, and customers of all ages (surprisingly) embraced digital experiences. He also discusses the increased value placed on experiences post-pandemic, as people sought to reconnect with the world after lockdowns.

In the B2B space, Richard highlights the challenges of traditional CX measurement and the potential of predictive analytics to address issues like contract-based forced loyalty and account-level insights. He stresses the importance of combining human judgment with data-driven insights to improve customer relationships and operational efficiency.

Finally, Richard shares advice on leveraging Promoters, emphasizing the need to understand why they are loyal, market to them effectively, and mobilize them for advocacy. He concludes by discussing OCX Cognition’s focus on predictive and prescriptive analytics, aiming to turn customer insights into actionable strategies for better CX outcomes.

Mauricio and Richard’s great discussion offers a forward-looking perspective on the future of CX, driven by AI and data-driven innovation.

Mauricio Duarte, is the Latin America CEO of OPINAT, a Spanish company that has been helping companies implement NPS and the Net Promoter System for over 15 years. He is a well-known international speaker and consultant in Customer Experience (CX), organizational transformation and business growth. He has worked with companies from various industries, helping them grow through strategies focused on customer loyalty, and winning by differentiating experience from the competition.

Find out how predictive CX analytics can help your business: https://ocxcognition.com/

Follow us on LinkedIn: https://www.linkedin.com/company/ocxcognition/

Connect with Richard Owen on LinkedIn: linkedin.com/in/richard-owen-98ba3

In this first of a series of two podcasts, Mauricio Duarte, CEO of Opinat, interviews Richard Owen, CEO of OCX Cognition, about the evolution of customer experience (CX) and the future of AI as a way of improving customer retention and growth. Richard shares his own CX journey, starting at Dell Computer, where he recognized customer experience as a key differentiator. He later joined Satmetrix as CEO, where he and his team were top contributors to worldwide adoption of the Net Promoter Score (NPS) methodology, helping companies shift from product-centric to more customer-centric business models.

Richard emphasizes the importance of leadership commitment to NPS, treating it as a core business metric rather than just a survey tool. He highlights the need for robust diagnostics to understand the "why" behind NPS scores and integrate them into business processes for actionable insights. The discussion also covers the challenges of linking CX metrics to financial outcomes, stressing the importance of data quality and clear economic connections.

Looking ahead, Richard discusses the transformative potential of AI in CX, enabling real-time customer behavior predictions and hyper-personalization. He also reflects on lessons from the pandemic, noting the accelerated digital transformation and the increased value placed on customer experiences. Finally, Richard shares insights on B2B CX, the importance of Promoters, and OCX Cognition’s focus on predictive and prescriptive analytics to drive better customer outcomes.

This conversation offers valuable insights for CX leaders who want to get in front of their competitors in the quickly-evolving world of customer experience, retention, and growth.

Mauricio Duarte, is the Latin America CEO of OPINAT, a Spanish company that has been helping companies implement NPS and the Net Promoter System for over 15 years. He is a well-known international speaker and consultant in Customer Experience (CX), organizational transformation and business growth. He has worked with companies from various industries, helping them grow through strategies focused on customer loyalty, and winning by differentiating experience from the competition.

Find out how predictive CX analytics can help your business: https://ocxcognition.com/

Follow us on LinkedIn: https://www.linkedin.com/company/ocxcognition/

Connect with Richard Owen on LinkedIn: linkedin.com/in/richard-owen-98ba3

In this episode, Richard Owen speaks with Joe Pine and Dr. Louis-Etienne Dubois about Starbucks’ journey of rediscovering its core identity as a "third place" — a welcoming environment between work and home. They explore how Starbucks' focus on retail efficiency and loss of employee-customer connection led to its decline, while highlighting the brand’s unique strengths that competitors haven’t been able to replicate. With the new CEO aiming to return to the company’s roots, there’s optimism for Starbucks to reclaim its position in the market. 

The discussion emphasizes the vital role employees play in creating memorable customer experiences. Once renowned for treating employees well, Starbucks has seen unionization efforts arise as a sign of declining satisfaction. The speakers stress that investing in employees is essential to reviving the human connections that define Starbucks’ brand.

Finally, they tackle the role of AI in business, warning against over-automation. While AI can optimize operations and augment employee abilities, misapplying technology risks stripping away the human touch that makes Starbucks unique. The key lesson? Authenticity, employee experience, and strategic technology use are critical for businesses aiming to create lasting customer loyalty and meaningful experiences.

Joseph Pine is an internationally acclaimed author, speaker, and management advisor. He co-authored the groundbreaking book The Experience Economy with James H. Gilmore, which introduced the idea that businesses should engage customers through memorable experiences rather than just providing goods and services. 

Pine's work has significantly influenced how companies approach customer engagement and value creation. He is a co-founder of Strategic Horizons LLP, a thinking studio dedicated to helping businesses conceive and design innovative experiences. Pine is also a frequent keynote speaker and has written several other influential books on mass customization and customer experiences.

Dr. Louis-Etienne Dubois is an Associate Professor of creative industries management at Toronto Metropolitan University’s School of Creative Industries. He holds a Ph.D. (Management) and a M.Sc. (Organizational Development) from HEC Montreal, as well as a Doctorate from MINES ParisTech. 

His research activities focus on business models and innovative management practices in creative organizations. Over the years, Dr. Dubois has also consulted with a range of organizations in advertising, arts and culture, video games, sports and entertainment, and aerospace, as well as delivered executive education training.

Find out how predictive CX analytics can help your business: https://ocxcognition.com/

Follow us on LinkedIn: https://www.linkedin.com/company/ocxcognition/

Connect with Richard Owen on LinkedIn: linkedin.com/in/richard-owen-98ba3

2024 was a great year for the CX Iconoclast, thanks to the amazing guests we were able to host. It may be no surprise to you that one of the topics that came up repeatedly was the value of long term customer relationships. Long term CLV and customer retention are now vital metrics in B2B success, focusing on relationship management beyond the immediate sale.

What makes long-term customer relationships so crucial in the B2B space? In this highlight from the CX Iconoclast podcast series, Richard Owen speaks with Das Narayandas of Harvard Business School about the profound impact of managing strategic accounts effectively over the long term.

Discover the benefits and challenges of serving large customers, the role of strategy in shaping your business trajectory, and how customer selection impacts your future capabilities. Das offers unique insights from his research and decades of experience, providing actionable advice for companies navigating the complexities of long-term customer value.

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Find out how predictive CX analytics can help your business: https://ocxcognition.com/

Follow us on LinkedIn: https://www.linkedin.com/company/ocxcognition/

Connect with Richard Owen on LinkedIn: linkedin.com/in/richard-owen-98ba3

2024 was a great year for the CX Iconoclast, thanks to the amazing guests we had. One of the topics that came up was the nature of technology-driven CX enhancements. As you might imagine, technology, especially automation and AI driven support tools, has enabled companies to offer streamlined, consistent, and highly proactive customer experience.

In this 'Best of' episode of The CX Iconoclast, Richard Owen highlights great insights from two leading voices in customer experience innovation: Joe Pinto of Pure Storage and Sean Albertson, author of 4ROCKS. They explain how cutting-edge technology and automation are reshaping the CX landscape, enabling businesses to deliver seamless, proactive, and customer-focused solutions.

From Pure Storage's evergreen approach that minimizes disruptions and maximizes value, to the critical importance of simplifying customer interactions in a mobile-first world, this video suggests practical strategies for driving CX excellence through technology.

Watch to learn how these advancements can position your business to anticipate customer needs and consistently exceed expectations.

Find out how predictive CX analytics can help your business: https://ocxcognition.com/

Follow us on LinkedIn: https://www.linkedin.com/company/ocxcognition/

Connect with Richard Owen on LinkedIn: linkedin.com/in/richard-owen-98ba3

2024 was a great year for the CX iconoclast due to the amazing guests we had. In this recap, we look at the topic of operational resilience and flexibility, especially in supply chains.

Discover how leading experts Chris Gopal and Kevin O'Meara are reshaping supply chain strategies to prioritize resilience and flexibility in response to today's complex challenges. From balancing risk and agility to leveraging supply chains as competitive assets, this 'best of' episode highlights the transformative power of operational innovation.

- Chris Gopal highlights the shift from selling products to delivering integrated customer-centric services, drawing insights from top players like Amazon and Walmart.

- Kevin O'Meara describes the strategic evolution of supply chains—investing in technology, scenario planning, and balancing agility with cost control for long-term success.

Don't miss this great recap from the CX Iconoclast podcast!

Get in touch to learn how OCX Cognition's predictive CX analytics can future-proof your operations:

Find out how predictive CX analytics can help your business: https://ocxcognition.com/

Follow us on LinkedIn: https://www.linkedin.com/company/ocxcognition/

Connect with Richard Owen on LinkedIn: linkedin.com/in/richard-owen-98ba3