{"id":10539,"date":"2026-06-03T16:02:26","date_gmt":"2026-06-03T23:02:26","guid":{"rendered":"https:\/\/www.numberbarn.com\/blog\/?p=10539"},"modified":"2026-06-03T16:04:57","modified_gmt":"2026-06-03T23:04:57","slug":"5-cx-questions-from-reuters-customer-service-experience-west-2026","status":"publish","type":"post","link":"https:\/\/www.numberbarn.com\/blog\/5-cx-questions-from-reuters-customer-service-experience-west-2026\/","title":{"rendered":"5 Burning CX Questions from the Reuters Customer Service & Experience West 2026"},"content":{"rendered":"\n

The Reuters Customer Service and Experience West<\/a> conference made a return trip to San Diego, California on April 21 and 22 and I was privileged to attend with a couple of my NumberBarn colleagues.<\/p>\n\n\n\n

As far as conferences go, it was a fairly intimate gathering with a few hundred contact center and customer experience (CX) executives across a variety of industries. Sessions included presentations, panels and roundtable discussions and attendees were afforded ample time to network with one another and meet with a dozen or so software vendors<\/p>\n\n\n\n

In case you haven\u2019t seen it, check out my article from last year\u2019s conference<\/a>. Having just read through it I was reminded that, like last year, artificial intelligence (AI) dominated the event. And though that might sound potentially boring and redundant, it was interesting to see a few new angles on AI and hear fresh use cases.\u00a0<\/p>\n\n\n\n

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To name a few, solutions like LevelAI and Parloa seem poised to build out robust virtual phone agents to handle a wide variety of customer inquiries. Sanas uses AI to neutralize contact center agent accents, eliminate background noise and simplify realtime language translation. Clootrack and Cresta provide real-time, AI-driven customer insights to CX teams so they can make decisions and improvements faster.

As always, I took copious notes which \u2013 between you and me \u2013 keeps my mind from wandering to work-related topics and beyond during those post-lunch sessions. <\/p>\n<\/div>\n\n\n\n

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As I scroll through my notes, I\u2019m realizing that I left with more questions than answers. So rather than sharing my insights with you, I\u2019m going to present five questions and considerations that I\u2019ll continue to chew on and work to answer in my day job at NumberBarn. Let\u2019s dive in.<\/p>\n\n\n\n

Net Promoter Score<\/h2>\n\n\n\n

Question #1 \u2013 What\u2019s the value of improving Net Promoter Score?<\/h3>\n\n\n\n

An often-talked-about metric for many companies is Net Promoter Score<\/a> or NPS. Traditionally, an \u201cNPS Score\u201d results from a survey question where customers are asked \u201cOn a scale of 0-10 how likely are you to recommend our company to a friend or colleague.\u201d Those who respond with 9 or 10 are promoters, 8 and 9 are passives and 0 to 6 are detractors.\u00a0<\/p>\n\n\n\n

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Without going into more detail, a score can be derived from the responses but the ultimate goal is to find out who your passives and detractors are and find ways to turn them into promoters. Also, don\u2019t forget to keep your promoters loyal to your brand, whether it be through a loyalty program or simply by consistently providing a stellar product and service.\u00a0<\/p>\n<\/div>\n<\/div>\n\n\n\n

In an article titled Net Promoter 3.0<\/a> that was published in the Harvard Business Review, the creators of the metric worked to weed out bad practices that artificially pad results like begging customers for scores and selectively surveying only the happy customers. They instead shifted the focus to tying results to revenue. After all, companies who can get and keep more (loyal) customers should perform better in the long run.<\/p>\n\n\n\n

Heather Garboden,<\/a> Chief Customer Officer at American Airlines kicked off the conference talking about her customer experience work and shared something about NPS that sent the whole room into a frenzy. She said that one, single NPS point at American Airlines is worth between 40 and 80 million dollars in annual revenue.<\/em><\/strong> So if American Airlines can find ways to improve their NPS, they will see a tangible increase in their bottom line.<\/p>\n\n\n\n

When asked about some of their initiatives to improve NPS she spoke about their work in boosting customer loyalty. Some of these included upgrades to the champagne in first class and adding new lounges at certain airports. She also talked about adding free wifi for their Advantage members. These add ons help to create premium and differentiated experiences that customers are willing to pay for so they will continue to fly with American.<\/p>\n\n\n\n

Company Leadership<\/h2>\n\n\n\n

Question #2 \u2013 Do your customers have access to company leadership?<\/h3>\n\n\n\n
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One little nugget of insight that came through a couple of times during the conference is the importance of company leadership being present for customers. In one session, Ekta Chopra, CTO at E.L.F. Cosmetics <\/a>said, \u201cWe want to create a zero distance between us and our community.\u201d She went on to talk about how company executives are often directly accessible to customers on their various social media channels \u2013 which aligns perfectly with their mission<\/a> of \u201cmaking the best of beauty accessible to every eye, lip and face.\u201d<\/p>\n<\/div>\n\n\n\n

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In similar fashion, Heather Garboden of American Airlines spoke of the priority of making sure that pilots are present and speak with passengers during and after flights. Building that connection between the pilot and passengers makes them feel safe which is a fundamental part of a positive flight experience.<\/p>\n<\/div>\n\n\n\n

Buying Signals<\/h2>\n\n\n\n

Question #3 \u2013 Is your sales team trained to recognize buying signals?<\/h3>\n\n\n\n

I reviewed the conference agenda before attending the event, and as a musician I was especially looking forward to the session titled \u201cGuitar Center\u2019s Journey to AI-Powered Transformation.\u201d While I was disappointed not to win the raffle for the Daphne Blue Fender Squier Jaguar electric guitar<\/a>, the session did not disappoint.<\/p>\n\n\n\n

Scott Selfridge, Senior Manager for Sales Excellence at Guitar Center shared about how their company partners with AI software company Cresta to train their Gear Heads (AKA Sales Reps) to recognize customer buying signals.\u00a0<\/p>\n\n\n\n

Sales can be tricky at Guitar Center with thousands of products to choose from. AI helps Guitar Center agents during chat conversations with customers to better find the right products and equips them with the necessary expertise about each product without requiring a ton of memorization. Couple this with a tool called \u201cMicro Coaching\u201d to help agents better recognize when customers are ready to make a purchase and they saw an 85% increase in sales conversions in two years.<\/p>\n\n\n\n

Valuable Metrics<\/h2>\n\n\n\n

Question #4 \u2013 Do you know your \u2018defective booking rate\u2019?<\/h3>\n\n\n\n

In a session titled \u201cTransforming Fragmentation into Flow\u201d I particularly enjoyed getting to know Christiana Fischer, Global Care Director at GetYourGuide<\/a>, a website that connects people with travel experiences.<\/p>\n\n\n\n

She shared a metric called \u201cDefective Booking Rate\u201d where they track every order that had some kind of error or defect. With millions of bookings per year they had their work cut out for them. Fischer went on to share the complexity in improving this metric where they frequently have to gather feedback from the customer and share it with the provider of the tour or experience, helping them to make improvements.<\/p>\n\n\n\n

Though Defective Booking Rate might not be a key performance indicator for your industry, it\u2019s important to figure out what metrics are critical to your success and work tirelessly to improve them. I\u2019m just a sucker for a good industry-specific metric \u2013 especially as it relates to CX!<\/p>\n\n\n\n

AI Maturity<\/h2>\n\n\n\n

Question #5 \u2013 How mature are your AI efforts?<\/h3>\n\n\n\n

In a lunch-time workshop hosted by Ali Birouti, Director of Digital Evolution at Liveops<\/a> we walked through an AI maturity model and assessment to understand where our company stands in our efforts to implement artificial intelligence. While I won\u2019t share our score per se, I will say that I\u2019m excited about our AI efforts and where we\u2019re headed as an organization. There were a couple key nuggets I took from this session.<\/p>\n\n\n\n

First, Birouti encouraged us to get out of the \u201cendless pilot cycle.\u201d Latan\u00e9 Conant, CMO at Parloa<\/a> called it \u201cPilot Purgatory.\u201d This highlights a problem where companies constantly pilot technologies, including AI, but never commit. As someone who has been guilty of many pilots, I think it\u2019s totally okay to try new things and learn about new technologies. And it\u2019s okay to walk away if the fit isn\u2019t right. But for others, we need to show an ROI, get executive sponsorship, and start building something that improves our customer experience.\u00a0<\/p>\n\n\n\n

Secondly, I learned about the concept of \u201cAI Hallucinations<\/a>.\u201d These occur when the AI doesn\u2019t have proper boundaries and goes off the rails, making up answers as it goes. The idea of misinforming customers is enough to keep CX professionals up at night.<\/p>\n\n\n\n

These hallucinations speak to the fact that AI is not a set-it-and-forget-it technology. The Liveops AI maturity model has a section about \u201cWhat not to do\u201d and gives advice to companies whose maturity ranges from crawling to flying. One warning exists for all companies and that is \u201cDo not remove human oversight.\u201d Are you implementing an AI solution that helps contact center agents do their job or are you automating the interactions themselves?<\/p>\n\n\n\n

Either way, this speaks to the importance of a constant quality assurance cycle \u2013 taking time to interact with and review interactions with our AI to ensure that it\u2019s improving the customer experience not detracting from it.<\/strong> Yes, sometimes this means you need to spend time reading and listening to customer interactions both with your AI chatbot and your agents. Don\u2019t ever think this practice will be complete.<\/p>\n\n\n\n

______<\/p>\n\n\n\n


As you can see, my head is filled with questions. There truly are so many directions and angles we can take with AI and it\u2019s impossible to do all of them at once. We need to continue to work to implement the tools, technology and processes that will have the greatest impact on our business.\u00a0

Did you attend the event? Do you have answers to my questions? Please don\u2019t hesitate to connect with me on LinkedIn<\/a> or open up our support widget at NumberBarn.com<\/a> and enter \u201cConnect me with Jeremy.\u201d They will know how to reach me.<\/p>\n\n\n\n

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All images used with permission from Reuters Customer Service & Experience West 2026. <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

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