Customer experience leaders are under pressure to move faster, prove value, and keep pace with customers whose expectations change in real time. In this CX Today interview, Nicole Willing sits down with Bain & Company’s Jamie Cleghorn, Global Head of Customer Practice and Eduardo Roma, Global Head of Customer Experience Transformation for Customer Strategy & Marketing, to explore what a modern CX transformation looks like inside large enterprises, and why it cannot live as a side program.
Roma argues that customer experience is a critical connector between strategy, technology, and execution, but only when it starts with purpose and a clear enterprise goal. He outlines a blueprint anchored in a bold customer value creation plan, supported by transformation engines that translate intent into experience, proposition, and engagement improvements, and sustained by culture and capability.
Cleghorn warns that the value proposition is no longer static. New competitors are using technology to personalize at scale, and customers themselves will increasingly rely on digital agents. The message is pragmatic: big companies need to reinvent or risk losing share.
