Artificial intelligence (AI) is absorbing routine interactions at an unprecedented scale. Diversity, equity, and inclusion (DEI) commitments are being publicly tested. Frontline agents are navigating more complexity than ever before. And as customer expectations continue to rise, organizations are being forced to reckon with a more fundamental question, not just how to serve customers faster, but how to serve them better, more inclusively, and with the kind of human judgment and empathy that no technology can replicate at scale.

Our April issue of CX Insight magazine brings together research, practitioner perspectives, and real-world case studies to examine the forces reshaping CX leadership and how organizations can stay ahead of them.

The DEI Performance Gap Is Widening

The business case for inclusive customer experience has never been stronger, or more urgent. Yet a critical gap persists. CX leaders rate their own accessibility and inclusion efforts 18 points higher than consumers do. That disconnect does not resolve itself. It shows up in churn, in negative sentiment, and in the quiet erosion of loyalty over time. This article examines what closing that gap actually requires operationally, structurally, and strategically.

The Frontline is Not a Support Function

Kevin McDorman, Vice President of Customer Care at Southwest Airlines, made the case plainly at CRS Amelia Island: brands will not differentiate by how much they automate. They will differentiate by how well they equip their people for the moments automation cannot handle. The shift from rigid scripts to empowering guardrails is not a cultural preference; it is a strategic imperative. This article explores what that shift looks like in practice and why organizations that get it right will find it difficult to replicate.

Brand Spotlight: How Grubhub Maintains Service Reliability at Global Scale

Behind every seamless food delivery experience is an operational infrastructure most customers never see. In this issue’s Brand Spotlight, Tanisha Parker, Associate Director at Grubhub, pulls back the curtain on how one of the world’s most recognized food delivery platforms manages global BPO partnerships, workforce strategy, and service consistency across a vast and dynamic ecosystem of couriers, merchants, and diners. Her perspective on eliminating operational friction, without compromising customer value, is one of the most practically useful conversations on this issue.

Case Study: How Uber Is Closing the Customer Feedback Gap with AI

Traditional customer satisfaction surveys capture only a fraction of the experience. Uber decided that was not good enough. In this issue’s case study, Anindya Sundar Das, Senior Director and Head of Global Digital Experience at Uber, details how Uber’s Global Digital Experience team deployed an AI engine that infers customer satisfaction across every single support interaction. It was structured around three core metrics: Resolution, Effort, and Sentiment. The result is a real-time quality signal that enables proactive improvement at a global scale and fundamentally changes how Uber understands and responds to the experience it is delivering.

KIA Spotlight: Balancing AI and Human Connection at Carrier Enterprise

In a service environment where HVAC contractors rely on fast, accurate support to keep their businesses running, the balance between technology and human connection is not an abstract leadership question; it is an operational reality. Michael Luyster, Director of Customer Experience at Carrier Enterprise and a KIA Champion, shares how Carrier Enterprise has built a hybrid service model grounded in customer choice, operational consistency, and trust. His conviction that AI should augment human capability rather than replace it offers a model worth studying across industries.

The Growing Impact of Women in CX Leadership

CX is one of the most cross-functional, human-centered disciplines in business, and women are leading it with measurable impact. The feature on women in CX leadership examines why the pipeline still narrows too early, what structural barriers remain, and why advancing women into senior leadership roles is one of the most strategically sound decisions a CX organization can make. Contributing their perspectives to this important conversation are Lisa Oswald of Travelzoo, Maureen Barnett of Fanatics, Jessica Patel of Belk, and Dima Cichi of Microsoft: four leaders who are actively shaping what modern CX leadership looks like and what it can become.

When AI Improves Metrics but Not Outcomes

Organizations across industries are deploying AI to reduce costs and increase efficiency. By conventional measures, it appears to be working. Automation rates are rising, and handling times are falling. Containment continues to improve, yet retention remains flat. Customer experience remains inconsistent, and business outcomes remain unchanged.

Cortney Jonas Burnos, Vice President of AI & Digital at Transcom, offers a sharp diagnosis: the problem is not the technology. It is the misalignment between how customer experience is measured and where it actually creates value. As AI absorbs the most repeatable interactions, what remains for human agents is more complex, more consequential, and more emotionally demanding — and most organizations have not restructured around that reality.

The Trillion-Dollar Cost That Never Appears on the P&L

According to Qualtrics XM Institute, businesses worldwide risk losing $3.8 trillion annually due to poor customer experiences. More than half of negative interactions lead customers to reduce or stop their spending entirely. Yet this cost rarely surfaces on a standard profit and loss statement. It disappears into churn metrics, missing renewals, and referrals that were never made. This article from Procedureflow provides the framework CX leaders need to translate experience quality into financial risk and bring that conversation into the boardroom where it belongs.

The question this issue keeps returning to is this: what does it actually take to lead well in this moment?

The answer, across every article and every conversation, is the same. It begins with people. The organizations that understand this and build accordingly are the ones that will emerge from this period of disruption with something the competition will find very difficult to replicate: the trust of the people they serve.

Read and download the full April 2026 issue of CX Insight magazine.

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While most organizations have seen what AI can do operationally, a more important question is shaping the future of CX: Can AI earn customer trust? That question matters more than ever. Today, customers are not just reacting to a tool or a channel. They are reacting to the judgment behind the experience. Every automated message, recommendation, escalation path, and decision says something about the brand itself. When those moments feel clear, helpful, and respectful, trust grows. When they feel cold, confused, or overly automated, trust slips fast.

That is why trust is becoming one of the most important currencies in modern CX.

The brands getting this right understand something simple but easy to miss: the human touch has not gone away. It has just moved. It now lives in how AI experiences are designed, when automation is used, how clearly it is explained, and where human judgment steps in. This is where many organizations are feeling the pressure. AI can absolutely create efficiency. But efficiency alone does not create confidence. And customers can tell the difference.

AI may deliver speed and scale, but trust is what determines whether customers stay.

The real leaders in this space are asking sharper questions now. Does this interaction reflect how we want customers to feel about our brand? Are we being transparent enough? Do customers know when AI is involved? Have we made it easy to reach a human when the moment calls for nuance, empathy, or accountability?

The tension between efficiency and empathy is also overdue for a reset. Too often, these are treated like opposing forces. They are not. AI is powerful at speed, pattern recognition, and consistency. Humans are powerful at judgment, emotional nuance, and repair. The strongest CX strategies are not choosing one over the other. They are deliberately designing the relationship between them.

That means trust-first AI is not just about technology; it is about governance, training, measurement, and restraint. It is about helping teams build AI-assisted emotional intelligence and giving customers more visibility into what is happening and why. It is also about knowing when not to automate, when not to personalize, and when to let the customer lead.

That is the bigger idea behind The New Human Touch: Re-Earning Trust in the Age of AI, featured in the latest issue of CX Insight magazine.

AI may deliver speed and scale, but trust is what determines whether customers stay.

In the full article, we explore how CX leaders can design AI experiences that feel more human, why governance is now a frontline CX responsibility, how trust should be measured differently, and what customers really expect from brands using AI today.

Because AI may be transforming the mechanics of CX. But trust is still what determines whether customers come back.

Read the full article in CX Insight to explore what trust-first AI looks like in practice.

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This is anticipatory customer experience (CX).

And while the concept isn’t new, a powerful combination of predictive analytics, agentic artificial intelligence (AI), and disciplined governance is turning it from an aspiration into a competitive advantage.

Predictive Signals Are Becoming the New Starting Point

For years, CX teams focused on reacting well and resolving issues quickly, smoothing over friction, and optimizing the moments after something goes wrong. But predictive analytics has changed what’s possible. By analyzing patterns, signals, and customer behavior, organizations can now forecast:

• Likelihood to contact
• Churn or risk behaviors
• Sentiment shifts
• Next-best actions or offers

These insights are no longer interesting; they’re actionable. And when paired with agentic AI, they unlock anticipatory experiences that quietly remove effort from the customer’s day.

Examples include:

• A bank alerts a customer about a low balance before a fee hits.
• A healthcare provider sends check-in links hours before an appointment.
• An airline offers rebooking options before a connection is missed.

These moments aren’t flashy. But they build trust in ways reactive service never will.

Agentic AI Is Accelerating the Shift From Insight to Action

AI used to be assistive, including supporting agents, summarizing interactions, or helping customers self-serve. Today, agentic AI is elevating the model.

These systems can analyze data, recognize patterns, initiate tasks, and orchestrate workflows with little to no human intervention. That means brands can:

• Fix issues before customers notice
• Trigger resolution workflows automatically
• Deliver proactive communication at scale
• Reduce escalations and customer frustration

But here’s the nuance: the technology works only when leaders set guardrails around where AI belongs, where it doesn’t, and how human oversight ensures fairness, accuracy, and sanity checks. Without governance, predictive and agentic systems risk becoming chaotic rather than customer-centric.

When Done Well, Anticipatory CX Elevates the Human Experience

An overlooked benefit of anticipatory CX is the impact on frontline work. When AI handles the repetitive, predictable, or preventable moments (status updates, reminders, verifications), agents can focus on complex issues that truly require empathy and judgment.

The result?

• Better employee engagement
• Faster resolutions
• Lower operational costs
• More authentic interactions
• Higher customer trust

Anticipatory CX doesn’t replace humans. It makes space for them to be at their best.

Building an Anticipatory CX Playbook

The organizations that are getting this right aren’t simply deploying technology. They’re redesigning operating models, rewriting workflows, establishing experimentation labs, and ensuring human-in-the-loop (HITL) governance that keeps AI aligned with brand values.

Anticipatory CX is becoming the hallmark of mature, customer-centric organizations. And as technology accelerates, brands that don’t build these capabilities will fall behind those that do.

Read the full magazine article inside the latest issue of CX Insight to explore how forward-thinking organizations are moving from reactive to anticipatory CX, and what it takes to build your own playbook.

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Artificial intelligence (AI) has accelerated, expectations have skyrocketed, decision cycles have compressed, and somewhere in the middle of all that progress, a surprising truth has surfaced: leaders are feeling more isolated than ever. Not because they’re disengaged, nor because they’re lacking data or dashboards. But because the nature of leadership itself is changing faster than the support systems around it.

In our January issue of CX Insight magazine, we explore this emerging phenomenon of intelligent isolation and why leaders at the forefront of AI transformation are also the ones feeling the most alone in their decision-making.

The Rise of Intelligent Isolation

Today’s CX executives run global operations, agentic AI pilots, predictive analytics engines, and omnichannel ecosystems, all while supporting frontline teams navigating intense customer emotion and nonstop change. It’s a level of sophistication the industry has never seen.

But beneath that capability is a quieter reality: Many leaders are carrying the emotional and cognitive weight of transformation alone.

Calendars are full, Slack channels are buzzing, and standups are sharp and efficient. But the spaces where leaders once processed ambiguity together (the unstructured conversations, the shared problem-solving, the peer-to-peer sense-making) have eroded.

The result? Leaders are more operationally connected, yet more emotionally isolated. And that disconnect is influencing everything from strategic clarity to team culture.

AI Isn’t the Cause, But It Is the Catalyst

AI didn’t create leadership isolation; it amplified it. The speed of AI-driven change has compressed reflection time, increased expectations for certainty, and accelerated the pressure to “get it right the first time.” Leaders now carry more complexity with fewer moments to pause and sanity-check decisions with peers who understand the weight of the role.

And as our research shows, when systems fail to connect, leaders become the connective tissue doing the integration work that should be shared across the organization. It’s not sustainable. But it is solvable.

Across our community, we’re seeing CX leaders intentionally redesign the way they lead:

• Reinvesting AI-created efficiencies into connection: coaching, listening, and reflection

• Creating fewer, higher-quality spaces for shared judgment and peer advisory support

• Normalizing uncertainty earlier: pressure-testing assumptions before decisions harden

• Building community outside formal reporting lines as a form of strategic infrastructure

These are leadership competencies, and they’re becoming differentiators as AI becomes more deeply embedded in customer operations.

Why This Matters for the Future of CX

The next era of CX won’t be shaped solely by technology. It will be shaped by leaders who recognize that connection is a performance driver, not a personality trait.

This is the shift unfolding across our industry, and the full article in our January issue takes you inside the research, the patterns, and the emerging leadership practices defining 2026.

Read the full article in the January issue of CX Insight magazine.

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This issue brings together some of the most forward-thinking perspectives, real-world case studies, and leadership insights shaping the future of CX. From predictive models to emotionally intelligent design, this quarter’s publication gives CX leaders the clarity and context to navigate a year that promises to be both transformative and deeply human.

Inside the January 2026 Issue

The Future Is Predictive: Inside the Shift Toward Anticipatory CX

The cover story breaks down the move from reactive service to anticipatory, predictive care, showing how agentic AI and strong governance turn insights into action before customers ever reach out. CX leaders will find a practical playbook for building a predictive framework rooted in ethics, data integrity, and human-in-the-loop (HITL) oversight.

How Quince Turned Customer Support Data into Predictive Insights

This real-world case study from Quince reveals how the brand replaced manual reporting with an AI-powered, self-service VoC model, unlocking faster decision-making across the business. A standout story for leaders looking to democratize insights at scale.

Brand Spotlight: Fanatics

Fanatics’ Vice President of Global Fan Experience, Maureen Barnett, offers a vivid look into how emotional connection becomes a competitive advantage. From turning service centers into “experience hubs” to redefining frontline roles, Fanatics shows how passion can transform loyalty.

Leading in 2026: Reclaiming Connection in an Age of Intelligent Isolation

One of the most striking pieces in the issue, this article explores the rising phenomenon of executive isolation and why connection has become a strategic imperative for CX leaders navigating AI acceleration, higher stakes, and shrinking reflective space.

KIA Spotlight: CHEP U.S.

James Glover, VP of CX & Quality at CHEP U.S., shares how predictive insights, circularity, and harmonized data foundations are reshaping supply chains with smarter, more resilient customer experiences.

The New Human Touch: Re-Earning Trust in the Age of AI

As AI becomes embedded across customer-facing interactions, from chat and voice to personalization engines, recommendations, and automated decisioning, customers are no longer evaluating technology in isolation. They are evaluating the brand judgment behind it.

Read and Download the January 2026 Issue

The new year brings both challenges and opportunities, and this issue offers the clarity CX leaders need to navigate them with confidence. The future of CX is anticipatory. And it’s still deeply, unmistakably human.

Read and download the magazine.

Want to contribute to a future issue? Visit our Get Involved page.

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Artificial intelligence is no longer operating quietly behind the scenes. Today, it sits squarely on the frontline of customer experience. Virtual assistants greet customers before agents do. Bots resolve routine issues in seconds. Intelligent routing systems shape how quickly and easily customers reach help.

In many organizations, AI is now the first impression the brand makes.

Yet while AI adoption has accelerated, measurement has lagged. Customer satisfaction (CSAT), a long-standing metric for understanding service quality, has traditionally focused on human-led interactions. Calls, chats, and emails handled by agents are surveyed, scored, and optimized. AI-led interactions, however, often exist outside that framework.

Not because leaders don’t care, but because the rules for measuring AI satisfaction are still being written.

Redefining Quality in an AI-Led Experience

Early success metrics for AI focused heavily on efficiency: containment rates, handle-time reduction, and cost savings. Those outcomes matter. But efficiency alone doesn’t tell us how customers feel.

An AI interaction can be fast and technically correct and still leave a customer frustrated, uncertain, or disconnected. That’s where traditional operational metrics fall short. Measuring CSAT for AI isn’t about compliance or benchmarking for its own sake. It’s about understanding whether automation is actually delivering on the experience customers expect.

Leading organizations are beginning to experiment. Some deploy AI-specific post-interaction surveys. Others analyze sentiment, effort, and open-text feedback to infer satisfaction when surveys aren’t practical. The methods vary, but the intent is the same: listen, learn, and improve.

Why This Matters Now

Customer expectations have evolved. Curiosity about AI has given way to discernment. Customers know when they’re interacting with automation, and they increasingly judge it by clear standards: speed, clarity, accuracy, and the ability to escalate gracefully to a human when needed.

When AI is the front door, its performance shapes trust. Measuring satisfaction isn’t just about accountability; it’s about influence. It determines how AI is tuned, governed, and improved over time.

Recent consumer data underscores a growing tension. Self-service usage is rising sharply, yet satisfaction with those experiences consistently lags behind that of other support channels. The result is an emerging “experience gap”: customers rely on AI more than ever, but trust it less than they should.

When that gap goes unmeasured, it becomes invisible. And invisible problems don’t get fixed.

A Strategic Question

This is not a debate about whether CSAT is a perfect metric. It isn’t. But it remains a powerful signal. What leaders choose to measure sends a clear message about what matters.

Measuring AI satisfaction forces organizations to confront bigger questions:

• What does “good” look like in an automated experience?
• Where does responsibility sit when AI fails?
• How does feedback flow from customers into product, operations, and governance teams?

These are leadership questions, not tooling decisions.

The Bigger Picture

AI does not operate in isolation. Its success depends on back-office workflows, escalation paths, fulfillment systems, and cross-functional coordination. Measuring satisfaction at the surface without understanding what happens behind it creates blind spots and risk. The future of CX won’t be defined by how much AI is deployed, but by how intentionally it’s measured, governed, and improved.

And that starts with a simple question: If AI is representing your brand, do you really know how customers feel about it?

 Read the full article, Are You Measuring CSAT for AI?, to explore real-world data, examples, and the leadership questions shaping the next era of AI-driven customer experience.

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A recent Execs In The Know research report, CX Without Silos: Bridging Front- and Back-Office Operations to Elevate CX, developed in partnership with NiCE, exposes just how crucial these behind-the-scenes operations are to overall satisfaction, loyalty, and growth. The report’s findings reveal a disconnect that many organizations face: back-office excellence is recognized but rarely invested in.

The Disconnect Behind “Good” Performance

Despite 63% of CX leaders rating their back-office performance as good or very good, nearly half report low investment in these operations. Even more striking, only 20% believe their C-Suite fully understands the back office’s impact on CX. This lack of visibility not only limits operational efficiency but also diminishes the potential for meaningful collaboration between teams that directly influence customer experience outcomes.

Frontline agents are often held accountable for customer satisfaction scores, yet their success relies heavily on back-office performance. A delayed refund, an inaccurate invoice, or a fulfillment error — these are back-office issues that directly affect customer trust and perception. When these teams lack visibility, shared metrics, or a voice in CX strategy, the result is fragmented experiences and missed opportunities for improvement.

Turning Awareness Into Action

So, how can CX leaders bridge the gap? It starts with reframing the back office not as a cost center, but as a value driver. This means involving operational leaders early in CX initiatives, creating cross-functional governance councils, and introducing shared KPIs that connect operational health with customer outcomes, such as customer satisfaction (CSAT) and net promoter score (NPS).

Equally important is education, helping senior leaders see the correlation between operational efficiency and customer loyalty. When back-office teams understand their impact and are empowered to share insights, organizations see fewer handoff issues, faster resolutions, and greater alignment across the customer journey.

The AI Advantage

Artificial intelligence (AI) is also reshaping what’s possible. According to Gartner, by 2028, one-third of enterprise software will include agentic AI, automating up to 15% of day-to-day work decisions. For CX leaders, this represents a massive opportunity to connect departments, streamline workflows, and reduce manual effort, creating faster, more consistent customer experiences while empowering employees.

When implemented strategically, AI doesn’t replace the human element of CX; it amplifies it. It helps translate complex operational data into actionable insights that leaders can use to make better decisions, faster.

The Future of CX Collaboration

Ultimately, the path forward is about breaking silos and elevating visibility. Back-office teams are the unsung heroes of CX, and when their expertise is woven into strategy, organizations unlock new levels of innovation and customer satisfaction.

To dive deeper into these findings and explore actionable insights from CX leaders, read the full feature article in the latest issue of CX Insight magazine.

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That’s why this issue of CX Insight is all about clarity: how to lead with it, design for it, and sustain it in an age defined by distraction.

The October issue brings together a powerful lineup of leaders and ideas that challenge how we think about focus, artificial intelligence (AI), and the invisible systems that power the customer experience (CX). Whether you’re recalibrating your 2026 roadmap or simply trying to cut through the noise of daily demands, this issue offers a fresh perspective on what it means to lead with intention.

Leading with Clarity in the Age of Distraction

Our cover story features former NFL quarterback Travis Brown, who has turned the art of focus into a leadership framework. In a world of nonstop notifications and dashboards, Brown argues that clarity isn’t a luxury; it’s a discipline.

He challenges leaders to ask: What am I willing to mute so my team can hear what matters? Am I designing systems that simplify or complicate my people’s work?

Brown’s philosophy, “married to the mission, but only dating the methods,” is one every CX leader can appreciate. It’s a reminder that while technology and tools will continue to change, the clarity of purpose behind them should not.

Beyond Resolution: How AI Is Redefining CX

The AI conversation is shifting from hype to impact. In this contributed article by Sierra, you’ll see how brands like Chime are reframing automation as a brand builder.

AI agents are becoming ambassadors of a company’s voice, tone, and values. They’re not just resolving tickets; they’re shaping the customer’s perception of trust and care.

Here’s the question this article leaves us with: Are we measuring the right things? As AI takes on more of the front line, customer satisfaction (CSAT) for AI interactions can’t remain an afterthought. Leaders must evolve how they measure success, beyond speed and resolution, to capture emotional resonance, trust, and consistency.

Brand Spotlight: GoodLeap

Few brands embody operational excellence with as much heart as GoodLeap. COO and Execs In The Know advisory board member Paul Brandt opens up about how he leads with empathy, precision, and purpose, proving that operational excellence is the foundation of extraordinary CX.

He reminds us that, “Being operationally excellent is the foundation for a phenomenal customer experience. You can’t deliver delight if you don’t deliver the basics.”

From pioneering AI-powered internal tools to keeping humanity at the center of innovation, GoodLeap’s story demonstrates that simplicity, when done well, is a competitive advantage.

The Hidden Power of the Back Office

Every CX leader knows that the customer experience doesn’t stop at the contact center. This article explores the unseen world behind the scenes, where billing accuracy, claims processing, and order fulfillment quietly define the customer journey.

The findings are clear: silos between the front and back offices not only slow progress but also block visibility into the very metrics that matter most. As Michael Kors puts it, even luxury brands depend on operational precision: “Every touchpoint, from claim submission to resolution, must reflect the same level of care that defines the brand.”

AI Can’t Fix Bad Knowledge

ProcedureFlow’s contributed article delivers a timely reminder: no AI initiative can succeed without knowledge governance.

AI can accelerate efficiency, but it can also amplify inconsistency if the data beneath it is flawed.

This article explores how knowledge management, content accuracy, and compliance form the foundation of every successful AI strategy. The message is both practical and urgent: AI is only as intelligent as the systems that feed it.

Are You Measuring CSAT for AI?

AI is now the “first face” of many customer interactions, but are you measuring how well it performs?

This feature challenges leaders to rethink what customer satisfaction looks like when bots, not humans, deliver care. Because if AI is part of your brand’s frontline, it’s also part of your brand’s reputation.

KIA Spotlight: Crate & Barrel

We close the issue with an interview with Kate Showalter and a look inside Crate & Barrel, where collaboration and design come together to create meaningful customer connections.

The story underscores that great CX doesn’t just happen at the point of sale; it’s built in every conversation, every process, every touchpoint.

Crate & Barrel’s approach is a beautiful reminder that design thinking and human empathy can turn transactions into relationships.

What’s Next: Leading with Clarity as a Competitive Advantage

As 2026 approaches, CX leaders face a defining question: Will you be reactive or intentional? The most successful brands are choosing signal over noise and designing for clarity, measuring what matters, and aligning technology with empathy.

This issue is packed with ideas to help you do exactly that. From redefining AI metrics to building high-EQ teams, from simplifying frontline processes to empowering back-office collaboration, it’s a roadmap for leading with focus and foresight.

Read and download the October issue of CX Insight magazine today.

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In this CX Insight magazine KIA Spotlight, we sat down with Thomas Harden, Head of Operations for Customer Care at The Black Tux, to learn how he’s leading the charge to combine technology, human-centered design, and operational excellence into one seamless customer journey.

Since joining The Black Tux in 2022, Thomas has not only led his teams to exceed every key performance metric but has also focused on transforming the way success is defined. For him, the future of customer care isn’t just about scores like CSAT and NPS, it’s about understanding the story behind the score. By fostering a culture of curiosity, empowerment, and continuous improvement, Thomas is ensuring that every interaction leaves a lasting, positive impression.

Here’s a glimpse of what you’ll learn about The Black Tux customer experience:

• How The Black Tux is using an integrated tech stack, featuring Gladly, Maestro, and Simplesat, to deliver personalized service across every channel.
• Why eliminating customer friction is a top priority, and how Thomas’s leadership philosophy centers around solving problems before they impact the customer.
• Strategies for scaling global customer care operations without losing the brand’s culture or customer-first values.
• The critical role of showroom teams and how strong internal relationships create consistent, elevated service experiences for customers both online and in-person.

Thomas also shares how customer feedback directly shapes business decisions, product development, and service improvements at The Black Tux. In his view, feedback isn’t just collected, it’s lived. It’s analyzed for trends, acted upon with urgency, and seen as the heartbeat of the organization.

Looking ahead, Thomas is especially excited about:

• Deploying AI-powered support for mid-level service inquiries.
• Reducing agent friction by optimizing internal systems for greater efficiency.
• Developing future leaders within his team is a priority he views as equally important as delivering operational results.

Through a blend of precision technology, frontline empowerment, and leadership development, The Black Tux is setting a new standard for what modern customer care can and should look like.

Get the Full Story: Read Our Spotlight Interview with Thomas Harden in CX Insight Magazine →

If you’re a CX leader seeking to future-proof your customer care strategy, Thomas’s approach provides valuable insights into blending empathy and innovation for sustainable success.

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At the center of this shift is Carolyne Truelove, Vice President of Customer and Operational Excellence. With a deep belief that operational excellence and human connection can, and must, coexist, she’s leading a reimagining of what it means to care for travelers at scale.

The vision is clear: a care model that’s globally scalable, digitally intelligent, and emotionally resonant. One that empowers teams, anticipates needs, and inspires loyalty alongside bookings.

Turning Care into a Competitive Advantage

“We’re not just delivering service,” Truelove says. “We’re curating experiences with purpose, passion, and precision.” This mantra has fueled American Airlines’ shift from reactive service to proactive care.

With more than 350 airports and a vast network of multilingual engagement centers, the airline is proving that scale does not require sacrificing personalization. Predictive analytics, disruption modeling, and AI-powered tools are enabling teams to support customers before needs are even voiced.

In 2024 alone, over 20 million contacts were right-channeled from traditional to digital touchpoints such as the redesigned app and website. These efforts allow agents to focus on complex moments that call for empathy, flexibility, and a human touch.

Designing the Future of Travel, One Interaction at a Time

The airline’s transformation is reflected not just in the tools, but in the results. A reimagined AAdvantage^® app now acts as a personal concierge. Agent-assist technology has boosted First Contact Resolution past 85 percent. Newly launched self-service trackers have reduced baggage resolution times by 40 percent.

Speed is not the only priority. According to Truelove, technology is used to amplify, not replace, the human spirit. Automation addresses routine needs, giving employees more time to listen, understand, and connect.

That combination of precision and empathy defines American Airlines’ approach to modern customer care. From mood-aware AI to visual troubleshooting and multimodal service design, the airline is investing in tools that deliver care with intelligence and intuition.

Culture-Led Change Starts at the Frontline

For Truelove and her team, lasting transformation depends on trust, both with customers and employees. Frontline teams are empowered with real-time journey views and contextual tools, and their contributions are recognized through global rewards, customer kudos, and visibility into impact.

The question that drives every innovation is simple: What are our teams experiencing firsthand? These insights have led to meaningful changes in staffing models, policy design, and agent well-being, including a 14 percent reduction in absenteeism through targeted initiatives.

Coaching is central to success. Truelove describes it as her greatest joy. “The best results come from teams that feel seen, supported, and unstoppable.”

Data-Driven, Empathy-Led

Stories from customers and employees remain a powerful source of insight, but data is used as a guiding light to improve experiences in real time. It informs how and when to act, helping the team deliver consistently across channels and time zones.

Whether implementing contextual nudges, inclusive digital experiences, or culturally fluent training, American Airlines is creating personalized service from Tokyo to Tucson.

Looking ahead, the future of customer care will rely on a blend of AI and human warmth. Emotion-aware prompts and personalized guidance will allow teams to serve with efficiency and care. Yet what excites Truelove most is experiencing the journey herself, as a customer, a leader, and a traveler.

This isn’t just about better technology. It’s a human-centered reinvention of how people experience air travel.

Read the full Brand Spotlight interview in the July issue of CX Insight magazine, available now.

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