Start with the Problem, Not the Technology

AI is moving fast, but most customer experience programs still get stuck in the same place: teams chase tools, dashboards, and “shiny” promises while the real work and the real problem stay fuzzy. We wanted a grounded conversation about customer experience strategy that actually holds up inside complex organizations, especially when trust, risk, and regulation are part of daily life. Jeannie Walters is joined by Dr. Elizabeth ErkenBrack, Head of Strategy in the Office of the CEO at Qualtrics. They sat down at the Qualtrics X4 Summit 2026 in Seattle to talk about starting with the outcome you’re trying to achieve, defining who you’re designing for, and mapping the work that needs to change before you ever “plug in” AI. They get specific about where automation helps and where the human touch still matters most, particularly in vulnerable moments like healthcare, financial services, and other deeply personal journeys. They also dig into the ROI side of experience management: how to shift from CX as a cost center to CX as an investment, how to connect NPS and CSAT to action, and how to tie experience improvements to attributable revenue through churn, retention, conversion, and operational changes. A key takeaway is governance: measurement and execution often sit in different silos, and bringing them into lockstep is an executive decision. If you’re trying to make CX “count” in the C-suite, this gives you language and structure that leaders can align around. If this helped you rethink how you’re framing your next CX initiative, subscribe, share this episode with a teammate, and leave a review so more people can find it. Follow Elizabeth ErkenBrack on LinkedIn:   / elizabeth-erkenbrack-phd-380b5b30   Resources Mentioned: Qualtrics -- https://www.qualtrics.com/ Order your copy of Experience Is Everything -- http://experienceiseverythingbook.com Learn more about CXI Membership™ and apply -- http://CXIMembership.com Experience Investigators -- https://experienceinvestigators.com Enjoyed the show? Subscribe, share with your team, and leave a quick review to help others find us. Leave your review at https://ratethispodcast.com/xact. Want to ask a question for the podcast? Visit http://askjeannie.vip to leave Jeannie a voicemail! (And don't forget to follow Jeannie on LinkedIn!   / jeanniewalters  ) Subscribe to Experience Action here or on your favorite podcast app from https://www.experienceactionpod.com