Augie Ray on the ROI of CX and the Drivers of Success

Why do so many CX practices struggle, and what does the research say actually works?

Augie Ray has led CX work at USAA and American Express and now researches customer experience at Gartner. This episode is loaded with insights for leaders who want the customer at the center of strategy.

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Originally aired June 22, 2023 as Episode 38 of The Trusted Guide Podcast (then The Delighted Customers Podcast).

What we cover

• Common obstacles that hijack customer centricity

• How American Express used NPS to make the business case for CX

• Keys to USAA's recognition as a CX leader

• Why employee onboarding is so critical

• What the research says about the ROI of CX, including secondary benefits

• Gartner research on the three primary drivers of CX success

The case for CX

Augie brings both practitioner experience and research to the ROI conversation. It's a helpful combination for anyone who has to make the case to skeptical leaders.

About the guest

At the time of this episode, Augie Ray was VP, Analyst covering customer experience at Gartner, advising clients on CX strategy, Voice of the Customer, journeys, and ROI. He previously held CX leadership roles at USAA and American Express.

If this conversation was useful, you'll find more like it in The Trusted Guide Newsletter: practical insights on trust, influence, and leading change.