CX Files

Mark Hillary and Peter Ryan
  • 4.3 (6)
  • Management
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CX Files features your hosts, CX industry analysts Mark Hillary and Peter Ryan, speaking each week to leading analysts, thinkers, and practitioners focused on managing the Customer Experience (CX). In each episode Mark and Peter talk to their guests about the future of CX, the important trends, and what customers really expect from brands today.

  1. 1d ago

    Matt Bowman – Is AI Putting Your Company on the Buyer's Shortlist?

    CX Files Episode 438: Matt Bowman Is AI Putting Your Company on the Buyer's Shortlist? Guest: Matt Bowman, Founder, Matthew Bowman Growth Advisory Services Hosts: Mark Hillary and Peter Ryan Published: November 5, 2026 Episode Summary The way B2B buyers discover and evaluate suppliers has changed dramatically. Traditional marketing campaigns, industry events, analyst relations, and website downloads are no longer enough to ensure that a company is considered by potential customers. Increasingly, buyers are turning to AI tools such as ChatGPT and Claude to research their challenges, compare solutions, and create supplier shortlists before ever contacting a sales team. In this episode of the CX Files, Mark Hillary talks to Matt Bowman, founder of Matthew Bowman Growth Advisory Services and a veteran marketing leader across the CX and BPO industry. Mark and Matt recently collaborated on The AI Shortlist, a ten-part podcast series exploring how AI is transforming B2B sales and marketing. Here they revisit some of the most important lessons and consider what CX and BPO leaders need to do to remain visible and competitive in an AI-driven buying environment. Matt explains why traditional marketing attribution is becoming less reliable, how smaller specialist providers can compete against established global brands, and why genuine expertise supported by credible evidence is becoming more valuable than generic thought leadership. The discussion also explores the changing relationship between sales and marketing. Matt argues that companies need to capture the questions buyers are asking their sales teams and turn that knowledge into authoritative, publicly available content. Key topics discussed include: The invisible buyer journey: Buyers increasingly research suppliers through AI conversations that marketing teams cannot track. By the time a prospect makes contact, their shortlist may already be established. Evidence over marketing claims: Describing your company as innovative, customer-centric, or a trusted partner is no longer sufficient. Buyers and AI systems need credible examples, customer results, and independent validation. The opportunity for smaller BPOs: Specialist companies with demonstrable expertise can compete for attention alongside much larger competitors when AI evaluates suppliers. From thought leadership to question leadership: Instead of producing generic reports about the future of CX, companies should publish detailed answers to the specific questions their prospective customers are asking. Connecting sales and marketing: Sales teams understand customer objections, concerns, and emerging challenges. This knowledge should become a central part of the marketing content strategy. Measuring AI visibility: Matt outlines four areas to evaluate: market demand, AI visibility, buyer influence, and commercial outcomes. Being mentioned by AI is not enough unless it contributes to business results. Moving beyond AI-generated content factories: Producing thousands of generic articles does little to demonstrate expertise. AI should help organizations capture and communicate the unique knowledge of their people rather than simply manufacture more content. Matt concludes with three priorities for CX and BPO leaders heading into 2027: understand what AI says about the problems their company solves, identify and close gaps in published evidence, and assign clear organizational responsibility for improving their visibility. The central message is that AI has not simply given marketing teams a new set of tools. It has changed how buyers make decisions. Companies that want to remain on buyer shortlists must rethink what they publish, how they demonstrate expertise, and how sales and marketing work together. As Matt explains, the goal should not be to use AI to sound like an expert. It should be to help your real experts get heard. Listen to Episode 438 of the CX Files to discover how CX and BPO leaders can adapt their marketing strategies for the AI-driven buyer journey.   https://www.linkedin.com/in/matthewabowmanmba/ https://www.matthewbowmanmba.com/ https://www.youtube.com/@aishortlistpodcast https://open.spotify.com/show/75coM85I9PHQ1gbXUjAo2X

  2. 1d ago ·  Bonus

    You Might Also Like: The Oprah Podcast

    Introducing Oprah Looks Back at Her Best Surprises from The Oprah Podcast. Follow the show: The Oprah Podcast Surprise! Oprah is looking back on some of her favorite surprises from 25 years of The Oprah Winfrey Show. Oprah shares how when she was surprised by her idol Mary Tyler Moore it sent her into the ugly cry. The time she’ll never forget surprising Tom Cruise’s biggest fan while standing in her robe, no makeup and her hair soaking wet from the shower. More surprises include Mariah Carey’s biggest fans, the iconic car giveaway - “you get a car, you get a car” - and the moment she surprised an entire audience they were all “going to Australia!” When The Oprah Show ended in 2011 she allowed her staff to surprise her over and over again at a star-studded event at the United Center in Chicago. 00:00:00 - Oprah on loving to surprise people on The Oprah Winfrey Show 00:02:15 - Oprah was surprised by Mary Tyler Moore 00:08:14 - The Tom Cruise Surprise 00:12:49 - The Weight Loss Surprise 00:16:10 - The Will and Grace surprise 00:18:36 - The Family surprise 00:20:50 - The Mariah surprise 00:24:00 - The You Get a Car surprise 00:29:20 - The biggest fans surprise 00:33:58 - The Surprise Trip 00:39:30 - Oprah’s 25 year surprise show Follow Oprah Winfrey on Social: https://www.instagram.com/oprahpodcast/ https://www.facebook.com/oprahpodcast/ https://www.instagram.com/oprah/?hl=en https://www.facebook.com/oprahwinfrey/ Listen to the full podcast: https://open.spotify.com/show/0tEVrfNp92a7lbjDe6GMLI https://podcasts.apple.com/us/podcast/the-oprah-podcast/id1782960381 DISCLAIMER: Please note, this is an independent podcast episode not affiliated with, endorsed by, or produced in conjunction with the host podcast feed or any of its media entities. The views and opinions expressed in this episode are solely those of the creators and guests. For any concerns, please reach out to team@podroll.fm.

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  3. Oct 29

    John Callachan - GoFusion - Why Customer Resolution Matters More Than Cost Reduction

    CX Files Episode 437: John Callachan – Why Customer Resolution Matters More Than Cost Reduction Guest: John Callachan, Director, GoFusion, UK Hosts: Mark Hillary and Peter Ryan Published: 29 October 2026 Episode Summary Is the customer experience industry becoming too focused on reducing costs and avoiding customer interactions rather than actually solving problems? In episode 437 of the CX Files, Peter Ryan talks to John Callachan, Director of GoFusion, a UK-based business transformation advisory company. Drawing on decades of experience in Business Process Management, outsourcing, and business leadership, John challenges several assumptions about how customer experience should be delivered. John argues that businesses have become obsessed with offering more contact channels, introducing automation, and reducing the cost of customer interactions. But these investments can be counterproductive when they fail to address what customers actually want: recognition, empathy, and a resolution to their problem. The conversation also explores how automation is transforming the role of contact centre agents, why companies need to rethink training and compensation, and why the relentless pursuit of cheaper outsourcing may ultimately damage customer relationships. Key Topics Discussed 1. More contact channels don't necessarily create better CX John challenges the assumption that customers need access to every possible communication channel. Offering telephone, email, chat, and social media support is meaningless if the channels operate independently. Companies should design connected customer journeys around how people want to interact, rather than simply adding more channels. 2. Customer resolution versus contact deflection Too many organisations use technology primarily to deflect interactions and reduce costs. John argues that unresolved problems inevitably return, creating additional contacts, increasing costs, and damaging customer loyalty. The objective should be resolving the customer's problem, not simply removing an interaction from the contact centre. 3. Customer experience is a long-term investment Companies that build their entire business around customer needs can create sustainable competitive advantages. John highlights examples from the UK energy and travel markets to illustrate why customer-centric businesses can outperform competitors over time. 4. Automation is making human customer service more demanding As AI and self-service technology handle routine enquiries, human agents are increasingly left dealing with complex complaints, disputes, vulnerable customers, and situations requiring genuine empathy. The industry is removing the simpler tasks without fully recognising how demanding the remaining work has become. 5. Contact centre agents need better pay, training, and career opportunities John argues that the traditional model of treating customer service as a low-skilled, entry-level occupation is increasingly outdated. Agents now require advanced problem-solving abilities, emotional intelligence, and knowledge across several disciplines. Longer training periods, better compensation, career development, and support for mental health are essential. 6. The dangers of outsourcing based primarily on price Despite years of industry discussion about moving beyond labour arbitrage, John observes that outsourcing providers continue to compete by undercutting one another. Clients often treat outsourcing as a commodity purchase, without examining whether the price allows sufficient investment in people, training, and service quality. 7. Outcome-based pricing alone won't fix outsourcing Although outcome-based commercial models are attracting increasing attention, John argues that changing the pricing mechanism cannot resolve the industry's deeper problems. Clients and BPO providers need to develop genuine partnerships that balance commercial performance with long-term investment in people and customer outcomes. The Bigger Question John's central message is that customer experience should not be treated simply as an operational cost that needs to be minimised. Businesses need to reconsider what they measure, how they invest in their employees, and whether outsourcing relationships are genuinely designed to support their customers over the long term. The real measure of successful customer experience isn't how cheaply a company handles an interaction. It's whether the customer gets their problem solved and wants to come back. Connect with John Callachan John is Director of GoFusion, an advisory business helping companies translate strategy and operational transformation into measurable business outcomes. Find John on LinkedIn or visit go-fusion.co.uk to learn more. https://www.linkedin.com/in/john-callachan-7376981/   The CX Files is hosted by Mark Hillary and Peter Ryan, exploring the people, businesses, and ideas shaping the future of customer experience and business process outsourcing.

  4. Oct 22

    Randy Arellano - AI Is Changing BPO Sales. Relationships Are More Important Than Ever - Ascent Growth Advisors

    CX Files Episode 436 – Randy Arellano, Founder, Ascent Growth Advisors, Dallas, Texas AI is changing how companies research and select BPO partners. Buyers can now compare suppliers, investigate locations, and explore solutions long before they speak to a salesperson. So what does this mean for the future of BPO sales? In this episode of CX Files, Mark Hillary and Peter Ryan introduce a conversation with Randy Arellano, founder of Ascent Growth Advisors and an experienced BPO sales leader. Randy argues that AI is raising the bar for sales professionals. Relationships and personal networks still matter, but they are no longer enough. Buyers need experienced advisers who can challenge assumptions, diagnose problems, understand technology, and recommend solutions that deliver genuine business outcomes. The discussion explores several important changes shaping the BPO sales team of the future: AI-informed buyers: Why salespeople need to offer more than information buyers can already discover through ChatGPT or Claude. Consultative selling: Why understanding the customer's real business problem is more valuable than simply offering contact centre capacity. Trust and relationships: How experienced salespeople can challenge assumptions and offer advice that may not always lead to an immediate sale. Better prospect qualification: Why ideal customer profiles and business trigger events matter more than building a large but poorly qualified pipeline. Cross-functional sales teams: Why solutions, operations, pricing, legal, and implementation teams must share responsibility for winning and delivering complex BPO deals. Sales and marketing alignment: How marketing teams can use insights from sales conversations to create evidence-based content that answers the questions buyers are actually asking. The shift to outcomes: Why salespeople must understand AI, automation, and outcome-based commercial models rather than focusing on headcount and traditional pricing. Randy also explains why AI could make some previously uneconomic customer service decisions viable, including bringing high-value customer support back onshore. The central message is clear: AI may transform the early stages of BPO procurement, but the ability to diagnose problems, build trust, and bring together the right expertise will define the most successful sales teams. The sales team of the future will need to be more consultative, more technically fluent, and more closely integrated with the wider business than ever before.   https://www.linkedin.com/in/randyarellano/

  5. Oct 15

    Victor Manzanera - Scale Edge Group - Beyond FTEs – The Road to Outcome-Based BPO Pricing

    CX Files Episode 435: Beyond FTEs – The Road to Outcome-Based BPO Pricing Guest: Victor Manzanera, Founder and Principal Analyst, Scale Edge Group – Oslo, Norway Everyone in the BPO industry is talking about outcome-based pricing, but how do we actually move away from charging for headcount and hours? And is the industry ready for such a fundamental change? In this episode of CX Files, Mark Hillary and Peter Ryan explore the challenges of traditional BPO contracts before Mark interviews Victor Manzanera, founder of Scale Edge Group. Victor has just published The Outcome-Based BPO Model, a 33-page report examining how BPO buyers and suppliers can gradually transition from traditional FTE pricing towards contracts that reward genuine business outcomes. Key discussion points include: Evolution, not revolution: Why outcome-based pricing requires a gradual transition rather than an overnight replacement of FTE contracts. Rethinking KPIs: Why traditional performance metrics often have little connection to the business outcomes clients actually want. Sharing the rewards: How gain-sharing agreements and meaningful bonuses can encourage BPOs to improve efficiency, customer retention, and revenue. The AI incentive problem: Why headcount-based contracts can discourage automation and how new commercial models could accelerate AI adoption. Beyond pricing: Why achieving better outcomes may require different agent skills, training, technology, and operating models. Practical next steps: How buyers can start changing their BPO relationship immediately, even without renegotiating their entire contract. Victor argues that the most important change is not simply how BPOs get paid, but how buyers and suppliers define success and work together to achieve it. The central message: Stop buying people and hours. Start building partnerships focused on business results. Victor's report, The Outcome-Based BPO Model, was published by Scale Edge Group on October 14, 2026, and is freely available through Scale Edge Group - link is below. --- https://www.linkedin.com/in/victor-manzanera/ https://www.scaleedgegroup.com/ https://www.scaleedgegroup.com/outcome-based-bpo-model https://www.linkedin.com/posts/scale-edge-group_bpo-outsourcing-cx-activity-7516022738088640513-BHiE  li>ol]:list-[lower-alpha] [&_ol>li>ol>li>ol]:list-[lower-roman] [&_ol>li>ol>li>ol>li>ol]:list-[list-decimal] [&_[data-user]]:text-primary [&_:is(pre)]:overflow-auto [&_:is(table)]:w-full [&_:is(table,th,td)]:border [&_:is(table,th,td)]:border-collapse [&_:is(table,th,td)]:border-gray-300 [&_:is(table,th,td)]:p-2 [&_:is(strong,h1,h2,h3,h4,h5,h6)]:font-semibold [&_:is(h1)]:text-2xl [&_:is(h2)]:text-lg [&_:is(h3)]:text-md [&_h1:not(:first-child)]:mt-8 [&_h1:not(:last-child)]:mb-6 [&_h2:not(:first-child)]:mt-6 [&_h2:not(:last-child)]:mb-4 [&_h3:not(:first-child)]:mt-4 [&_pre]:bg-palette-gray-200 [&_pre>code]:bg-transparent [&_pre>code]:px-0 [&_pre>code]:py-0 [&_pre]:px-[6px] [&_pre]:py-[2px] [&_pre]:m-0 [&_pre]:rounded-[4px] [&_code]:bg-palette-gray-200 [&_code]:px-[6px] [&_code]:py-[2px] [&_code]:m-0 [&_code]:rounded-[4px] [&_blockquote]:m-0 [&_blockquote]:px-[16px] [&_blockquote]:py-0 [&_blockquote]:text-subtle [&_blockquote]:border-l-[4px] [&_blockquote]:border-palette-gray-200 overflow-x-auto [&_ol]:pl-5 [&_li]:my-2 [&_:is(p,ul,ol):not(:first-child)]:mt-3 [&_:is(p,ul,ol):not(:last-child)]:mb-3" data-testid="render-markdown">   Summary & Overview The discussion examined a gradual shift from FTE pricing to outcome-based BPO relationships, including incentives and prerequisites for adoption. Hybrid Transition Victor argued that pricing and performance measurement can evolve separately: companies can keep FTE contracts while aligning KPIs and incentives to business outcomes. Buyers and BPOs need to agree on the company's actual objectives; excessive or conflicting operational KPIs can obscure results and limit BPO ownership. Incentives and Readiness Bonuses tied to outcomes such as efficiency, first-contact resolution, revenue, or reduced churn can reward BPOs for improvements and support AI adoption. Transaction pricing is most viable with reliable volume forecasts, handle-time data, and contractual volume protections. How can companies without these prerequisites create aligned incentives while retaining FTE pricing?

  6. Oct 8

    Peter Ryan - Ten Years of BPO: What Changed, What Didn't, and What Comes Next

    This week, the CX Files turns the tables on co-host Peter Ryan. Ryan Strategic Advisory has just celebrated its tenth anniversary, so Mark Hillary interviews Peter about what he has learned from a decade of advising BPOs, enterprise buyers, governments, and CX leaders around the world. Peter looks back at how the industry has changed since 2016 — from the growth of remote and hybrid work to automation, AI, employee experience, and the changing ways companies discover and select CX partners. He also explores the evolution of global delivery locations, including the continued strength of India, the Philippines, South Africa, Egypt, and Mexico, alongside the emergence of markets such as Colombia, Serbia, Kenya, Rwanda, and Ghana. The conversation also tackles one of the biggest challenges facing CX today: separating genuine structural change from industry hype. Peter reflects on earlier predictions around IVR, RPA, remote work, and now AI, arguing that technology continues to transform the industry — but the human element remains central. Finally, Peter shares some of the lessons he has learned from running an independent advisory business for ten years: the importance of visibility, relationships, investment, resilience, and being present in an industry that is still built around conversations, handshakes, and personal connections. https://www.linkedin.com/in/peter-ryan-montreal/ https://ryanadvisory.com/ https://ryanadvisory.com/2026/10/06/10-learnings-from-10-years-of-ryan-strategic-advisory/

  7. Oct 1

    Victor Botto - TP - Why Kenya Is Ready for the Global CX Stage

    In episode 433 of the CX Files, Mark Hillary talks to Victor Botto, Vice President for Business Development for Sub-Saharan Africa at TP, about why Kenya deserves far more attention as a global CX and BPO location. Victor explains why Kenya's opportunity goes well beyond lower-cost customer service. They discuss the country's highly educated workforce, deep experience in fintech and tourism, its growing technology ecosystem, and the importance of an employee-first culture in building better customer experiences. The conversation also explores the bigger African opportunity. Could establishing CX operations in Kenya give global companies not only a new delivery location, but also valuable experience and insight into one of the world's fastest-growing consumer markets? Topics include: Kenya as an alternative global BPO hub, fintech and M-Pesa, tourism and hospitality expertise, the "Silicon Savannah" technology ecosystem, employee experience, talent development, and Africa's future consumer growth. ------ https://www.linkedin.com/in/victorbotto/ https://www.tp.com/ https://theservicecontinent.substack.com/ ------ li>ol]:list-[lower-alpha] [&_ol>li>ol>li>ol]:list-[lower-roman] [&_ol>li>ol>li>ol>li>ol]:list-[list-decimal] [&_[data-user]]:text-primary [&_:is(pre)]:overflow-auto [&_:is(table)]:w-full [&_:is(table,th,td)]:border [&_:is(table,th,td)]:border-collapse [&_:is(table,th,td)]:border-gray-300 [&_:is(table,th,td)]:p-2 [&_:is(strong,h1,h2,h3,h4,h5,h6)]:font-semibold [&_:is(h1)]:text-2xl [&_:is(h2)]:text-lg [&_:is(h3)]:text-md [&_h1:not(:first-child)]:mt-8 [&_h1:not(:last-child)]:mb-6 [&_h2:not(:first-child)]:mt-6 [&_h2:not(:last-child)]:mb-4 [&_h3:not(:first-child)]:mt-4 [&_pre]:bg-palette-gray-200 [&_pre>code]:bg-transparent [&_pre>code]:px-0 [&_pre>code]:py-0 [&_pre]:px-[6px] [&_pre]:py-[2px] [&_pre]:m-0 [&_pre]:rounded-[4px] [&_code]:bg-palette-gray-200 [&_code]:px-[6px] [&_code]:py-[2px] [&_code]:m-0 [&_code]:rounded-[4px] [&_blockquote]:m-0 [&_blockquote]:px-[16px] [&_blockquote]:py-0 [&_blockquote]:text-subtle [&_blockquote]:border-l-[4px] [&_blockquote]:border-palette-gray-200 overflow-x-auto [&_ol]:pl-5 [&_li]:my-2 [&_:is(p,ul,ol):not(:first-child)]:mt-3 [&_:is(p,ul,ol):not(:last-child)]:mb-3" data-testid="render-markdown"> Overview / Summary Kenya was presented as a high-value CX and BPO destination whose advantages extend beyond labor cost. Strategic Position Victor described Kenya as a diversification option for companies facing saturation, rising costs, attrition, and talent competition in established hubs. Kenya offers a GMT+3 time zone, C1 English proficiency, cultural familiarity with Western markets, and a BPO career path viewed as desirable by graduates. Sector Expertise Digital experience with M-Pesa supports fintech and digital-wallet service operations through lived understanding of payment issues. Tourism and hospitality experience supports empathetic, flexible customer service for airlines and travel companies. Nairobi's technology ecosystem includes engineering, cloud, automation, AI data operations, fintech, and software development capabilities. li>ol]:list-[lower-alpha] [&_ol>li>ol>li>ol]:list-[lower-roman] [&_ol>li>ol>li>ol>li>ol]:list-[list-decimal] [&_[data-user]]:text-primary [&_:is(pre)]:overflow-auto [&_:is(table)]:w-full [&_:is(table,th,td)]:border [&_:is(table,th,td)]:border-collapse [&_:is(table,th,td)]:border-gray-300 [&_:is(table,th,td)]:p-2 [&_:is(strong,h1,h2,h3,h4,h5,h6)]:font-semibold [&_:is(h1)]:text-2xl [&_:is(h2)]:text-lg [&_:is(h3)]:text-md [&_h1:not(:first-child)]:mt-8 [&_h1:not(:last-child)]:mb-6 [&_h2:not(:first-child)]:mt-6 [&_h2:not(:last-child)]:mb-4 [&_h3:not(:first-child)]:mt-4 [&_pre]:bg-palette-gray-200 [&_pre>code]:bg-transparent [&_pre>code]:px-0 [&_pre>code]:py-0 [&_pre]:px-[6px] [&_pre]:py-[2px] [&_pre]:m-0 [&_pre]:rounded-[4px] [&_code]:bg-palette-gray-200 [&_code]:px-[6px] [&_code]:py-[2px] [&_code]:m-0 [&_code]:rounded-[4px] [&_blockquote]:m-0 [&_blockquote]:px-[16px] [&_blockquote]:py-0 [&_blockquote]:text-subtle [&_blockquote]:border-l-[4px] [&_blockquote]:border-palette-gray-200 overflow-x-auto [&_ol]:pl-5 [&_li]:my-2 [&_:is(p,ul,ol):not(:first-child)]:mt-3 [&_:is(p,ul,ol):not(:last-child)]:mb-3" data-testid="render-markdown"> Open Questions How quickly can Kenya build market awareness, delivery capacity, specialized accreditation, and infrastructure to compete with mature hubs? Can companies use Kenyan operations as a platform for broader growth in African consumer markets through the Africa Continental Free Trade Area?

  8. Sep 24

    Brian Riback - CMSWire 2025 Contributor of the Year - Beyond AI Visibility: How Brands Build Trust

    Brian Riback is the CMSWire 2025 Contributor of the Year. Brian is a strategic leader with over 20 years of experience as a CRM and retention specialist. He ias based in New Jersey, USA. In June 2026, Brian published a detailed article exploring how brands can build trust in the era of AI discoverability. The article was titled "How CMOs Build Brand Trust Across AI Search, Agents and Answer Engines." In this conversation with Mark Hillary, Brian describes his ideas around how to operationalise trust - a process he calls TrustOps after a paper by Andrew Frank from Gartner. --- For over two decades CMSWire, produced by Simpler Media Group, has been the world's leading community of customer experience professionals. Today the CMSWire community consists of over 5 million influential customer experience, customer service and digital experience leaders, the majority of whom are based in North America and employed by medium to large organizations. --- https://www.linkedin.com/in/brianriback/ https://www.cmswire.com/ https://www.cmswire.com/author/brian-riback/ https://www.cmswire.com/digital-marketing/how-cmos-build-brand-trust-across-ai-search-agents-and-answer-engines/ https://www.gartner.com/en/experts/andrew-frank   Summary: li>ol]:list-[lower-alpha] [&_ol>li>ol>li>ol]:list-[lower-roman] [&_ol>li>ol>li>ol>li>ol]:list-[list-decimal] [&_[data-user]]:text-primary [&_:is(pre)]:overflow-auto [&_:is(table)]:w-full [&_:is(table,th,td)]:border [&_:is(table,th,td)]:border-collapse [&_:is(table,th,td)]:border-gray-300 [&_:is(table,th,td)]:p-2 [&_:is(strong,h1,h2,h3,h4,h5,h6)]:font-semibold [&_:is(h1)]:text-2xl [&_:is(h2)]:text-lg [&_:is(h3)]:text-md [&_h1:not(:first-child)]:mt-8 [&_h1:not(:last-child)]:mb-6 [&_h2:not(:first-child)]:mt-6 [&_h2:not(:last-child)]:mb-4 [&_h3:not(:first-child)]:mt-4 [&_pre]:bg-palette-gray-200 [&_pre>code]:bg-transparent [&_pre>code]:px-0 [&_pre>code]:py-0 [&_pre]:px-[6px] [&_pre]:py-[2px] [&_pre]:m-0 [&_pre]:rounded-[4px] [&_code]:bg-palette-gray-200 [&_code]:px-[6px] [&_code]:py-[2px] [&_code]:m-0 [&_code]:rounded-[4px] [&_blockquote]:m-0 [&_blockquote]:px-[16px] [&_blockquote]:py-0 [&_blockquote]:text-subtle [&_blockquote]:border-l-[4px] [&_blockquote]:border-palette-gray-200 overflow-x-auto [&_ol]:pl-5 [&_li]:my-2 [&_:is(p,ul,ol):not(:first-child)]:mt-3 [&_:is(p,ul,ol):not(:last-child)]:mb-3" data-testid="render-markdown"> Outline AI Discoverability and Trust AI tools increasingly influence how buyers discover and evaluate B2B providers. Visibility alone is insufficient; companies must control the credibility and context surrounding their brand. Content and Websites Content should identify its author, publication timing, sources, and relevant questions. Websites should validate AI-generated recommendations with use cases, case studies, testimonials, trust indicators, and accessible human support. AI-generated content can assist production, but authority depends on original expertise and evidence rather than volume. Trust Operations A proposed trust-operations function would coordinate marketing, communications, PR, legal, IT, and cybersecurity. The group would create playbooks and manage risks affecting brand representation across AI systems. Measurement and Alignment Brian recommended emphasizing qualified leads, pipeline movement, conversion, and nurturing rather than impressions or unmeasurable awareness. Marketing and sales should share revenue accountability while maintaining clearly defined roles. Current Work Brian is developing Version Lab, a tool for creating audience-specific versions of ads and emails, and continuing his writing for CMSWire.

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About

CX Files features your hosts, CX industry analysts Mark Hillary and Peter Ryan, speaking each week to leading analysts, thinkers, and practitioners focused on managing the Customer Experience (CX). In each episode Mark and Peter talk to their guests about the future of CX, the important trends, and what customers really expect from brands today.

Information

  • Creator
    Mark Hillary and Peter Ryan
  • Years Active
    2018 - 2026
  • Episodes
    446
  • Rating
    Clean
  • Copyright
    © (C) IT Decisions and Carnaby Content 2018-2026
  • Show Website
    CX Files

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