Three Cities, Three Events, and Uncovering the Real Challenges in CX

Justin Robbins, Founder & Principal Analyst at Metric Sherpa, recently took a whirlwind tour of CX events across the U.S., touching down in Tucson, Orlando, and Nashville in just five days.

Here, he shares how each stop brought fresh perspectives on the future of CX – with a recap of each event and the takeaways for leaders looking to stay ahead.

Stop 1: Frost & Sullivan’s Customer Contact West MindXchange – Tucson, Arizona

Frost & Sullivan set the stage with a message about “365 communities,” emphasizing that CX success demands engagement long after the event wraps.

But saying it is one thing – doing it is the real challenge. Attendees are tired of promises without follow-through; they want year-round connections, not just a one-off event.

In the keynote, Christina “CK” Kerley reminded us: “Acceleration isn’t the issue; it’s a lack of preparation”. As CX evolves, the goal is to equip teams for fast-paced change.

Stephen Lotz from Discover Financial and Sean Minter from AmplifAI took this a step further, exploring new metrics that focus on what businesses really need to know.

Lotz also shared how Discover views knowledge management as a trusted resource rather than a fallback. CX leaders need to be thinking about where they can make similar shifts.

Takeaway for Leaders: CX transformation starts with building trust in the tools and processes that support agents. Focus on preparing teams for quick pivots and don’t let metrics become relics – make sure they reflect current business needs.

Stop 2: ICMI’s Contact Centre Expo – Orlando, Florida

ICMI is always an inspiring event, and this year was no exception. Kyle Scheele’s keynote challenged attendees to view creativity as a CX essential.

His message? Creativity isn’t about overhauls – it’s about consistently asking, “What if we tried this a different way?” CX demands a constant flow of fresh thinking to keep pace with shifting customer expectations.

Dr. Rebecca Heiss’s keynote took this theme further, reframing stress as a growth tool. “Curiosity and fear cannot coexist,” she said, encouraging CX leaders to approach challenges as opportunities.

Her question, “Will this be an adventure or an ordeal?” resonated with the room and highlighted the importance of mindset in CX leadership.

During my workshop on evolving quality standards, we addressed CX’s “elephants in the room,” including outdated metrics.

Many organizations are still clinging to the same KPIs year after year, even when they don’t serve today’s customer needs. It’s time to assess whether your metrics are driving real value.

Takeaway for Leaders: Treat CX as a constantly evolving craft. Question outdated practices, redefine your KPIs, and ensure that creativity isn’t a buzzword but a strategic approach in your day-to-day operations.

Stop 3: Customer Contact Week – Nashville, Tennessee

In Nashville, CCW introduced the “Prism for Real-Time Agent Assist” report, which assesses leading vendors providing real-time support tools.

With 75% of companies planning to boost investments in real-time agent assistance, the report offered valuable insights into vendors that help reduce handle times and mitigate agent burnout.

Here’s a quick round up of what some of the agent assist vendors at the show were up to:

• Cresta Showcased their real-time coaching and workflow automation tools aimed at empowering agents with immediate, contextual guidance.
• Over at Reddy.io, there were new updates to their coaching platform that supports agents with pre-call training, live-call assistance, and post-call coaching, creating a continuous improvement cycle.
• Creovai demonstrated their approach to combining conversation intelligence with real-time assist features, delivering actionable insights to agents as interactions unfold.
• Balto, too, impressed with their focus on live guidance that helps agents handle complex conversations confidently and compliantly.

Takeaway for Leaders: Real-time support tools are more than efficiency boosters; they’re an investment in agent well-being and CX maturity.

When evaluating tools, prioritize those that support the full customer journey and keep agents engaged in continuous improvement.

Addressing the Elephants in the Room

Throughout the week, three major “elephants” repeatedly surfaced:

• Outdated Metrics: CX still leans heavily on legacy KPIs that no longer reflect what customers value. Re-evaluate your metrics to ensure they drive genuine impact.
• Siloed Teams: Seamless customer journeys start with breaking down silos within your organisation. Real CX transformation only happens when teams collaborate fully.
• Tech Band-Aids: There’s a tendency to rely on new tech as a quick fix for complex problems. Technology should enhance a strong foundation – not replace it. Prioritise strong processes and empowered teams over the latest “must-have” tool. 

Takeaway for Leaders: The quick fix is rarely the right fix. Take a step back to ensure that your CX foundation – metrics, processes, and collaboration—supports long-term growth.

The Key Themes Were Loud and Clear

Here’s a round-up of the key themes that were hard to ignore:

• Connection, Education, and Community

Attendees were unified in their desire for connection. CX leaders don’t want to feel like they’re facing challenges alone – they’re craving a network that goes beyond these events.

It’s clear that the role of events in CX isn’t just education or networking; it’s about building an ecosystem where leaders can find support and share strategies that go beyond a few days.

• AI: Moving from Hype to Context

AI was on everyone’s radar, but the conversations have matured. Leaders want to know exactly how AI fits into their strategies without losing sight of the human impact.

The question isn’t whether AI is needed but how it can complement, not replace, the people at the heart of CX.

• Preparing for Tomorrow, Today

Leaders are seeing the big picture and focusing on long-term strategies to equip their teams for rapid changes. It’s no longer just about immediate wins; it’s about setting CX teams up to thrive in a future defined by constant evolution.

• Stories Over Sales

The events highlighted the power of customer stories over polished pitches. Some of the most impactful moments came from technology providers stepping aside to let real users speak.

For CX leaders, the takeaway is clear: your most effective messaging often comes from those who have lived through the experience.

Final Reflections

Reflecting on his journey, Justin concludes, “I’m reminded that these events aren’t just showcases of the latest tech but reminders of the foundational values in CX: connection, community, and continuous growth.

The insights I gathered reinforce the importance of investing in people, fostering creativity, and preparing for a more resilient CX future. Three events in three cities over five days may not be for everyone, but the insights were worth every mile – and I’m already looking forward to what’s next.”