What five questions should CX leaders ask to improve customer outcomes in 2026?

On this episode, our expert guests from this year’s past episodes each share one critical question that customer experience (CX) leaders need to ask themselves to deliver better customer outcomes in 2026.

We've compiled the most important questions from our conversations this year — each one designed to reveal where your CX strategy is vulnerable and what to do about it. Join us as we explore those questions with previous guests:

• Mark Abraham (co-author, Personalized: Customer Strategy in the Age of AI)
• Brian Breslin (vice president, fintech and SaaS, TELUS Digital)
• Diane Magers (co-author, The Customer Experience Field Guide)
• Adrian Swinscoe (author, Punk CX and Punk XL)
• Jelena Bajic (vice president, global operations excellence, TELUS)

For more from today's guests, check out these episodes of Questions for now:

• On The era of AI-driven personalization is here. What now?, Mark Abraham reveals the five key promises brands must fulfill to delight customers at every interaction.
• On Why do satisfied customers leave?, Brian Breslin uncovers what separates customers who stay from those who leave for a better offer.
• On Is experience management the new customer experience?, Diane Magers explains the strategic shift to organization-wide experience management practices.
• On How can you alleviate cost pressures in customer experience?, Adrian Swinscoe and Jelena Bajic share strategies for delivering exceptional outcomes in CX when leaders are asked to do more with less.

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