CX Today’s Rhys Fisher is joined by Adrian Swinscoe (Punk CX), Jeannie Walters (Experience Investigators), and Robert Bradshaw (WiserOwl) to tackle one of CX’s most persistent frustrations: the gap between the promise of orchestrated customer journeys and the fragmented reality most customers still live with.
The technology is often ready; the organizations aren’t. This roundtable cuts through the noise on why journey orchestration keeps failing, and what leaders need to do differently. Data misalignment is the root cause.
CX metrics and actual cost structures rarely line up, making it nearly impossible to accurately value or fix broken journey stages. AI amplifies what’s already there. Layer it onto a fragmented journey and you accelerate the damage, not the fix. Ownership is the elephant in the room.
Until financial accountability is tied to journey performance, CX loses the internal prioritization battle — even when every team’s KPIs are green. Brilliant basics beat big promises. Consistency and reliability build the trust foundation that makes orchestration actually stick.
Map a real customer journey with your data team — find where friction lives.
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