Drawing inspiration from the natural growth rings of a tree, the playbook offers a fresh perspective on how businesses can approach CX as a dynamic, living entity. Each “ring” in the framework symbolises a distinct stage of CX evolution, from establishing a robust core rooted in customer needs to achieving advanced levels of personalisation and innovation.

The idea behind the playbook comes at a critical time. Research reveals a troubling trend: a significant majority of large-scale digital CX initiatives—nearly 70%—fail to meet their objectives. Coupled with market consolidation and rising customer demands, many businesses are left grappling with stagnant CX outcomes. The playbook addresses these challenges head-on, offering actionable insights and a clear path forward.