In this episode of The CX Changemakers, Maria and Henrik tackle one of the most critical questions in CX: Why does it actually matter, and where do you begin?

They challenge the idea that CX starts with surveys and dashboards, and instead explore how a strong CX strategy must be rooted in business goals, leadership commitment, and a clear vision. From connecting insights to revenue and retention, to embedding CX into company culture, this conversation is about making CX a true business driver, not just a reporting function.

If you want your CX efforts to survive budget cuts and create real impact, this episode is for you.