B2B CX Reimagined: Predictive Analytics and Account-Level Insights - with Richard Owen and Mauricio Duarte Artwork

The CX Iconoclast

If you’re exhausted by traditional approaches to CX, impatient with the stunning lack of progress in the field, and done re-hashing the “best practices” that don’t change anything, you’ve found your podcast. Here’s what we know: Companies gain competitive advantage through exceptional customer experience, and customer insights are the best decision-making tool there is. But traditional CX approaches have run their course and it’s time for the next revolution in CX. Tune in every two weeks as Richard Owen, co-founder of OCX Cognition, hosts conversations and interviews with business leaders, academics, and thinkers whose ideas can guide the CX profession to think in new ways about what success looks like. Most of them aren’t CX professionals, but all of them have something to teach us about CX. We’ll take a clear-eyed look at the problems that have hampered the discipline and explore the compelling ideas behind a re-engineering CX for a modern world. Come disgruntled, leave inspired. Find us at www.ocxcognition.com

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The CX Iconoclast

B2B CX Reimagined: Predictive Analytics and Account-Level Insights - with Richard Owen and Mauricio Duarte

February 24, 2025 • OCX Cognition

In the second podcast of this two-part series, Mauricio Duarte and Richard Owen go deeper into the transformative role of AI in customer experience (CX). Richard highlights AI as a generational shift, resembling the advent of the internet in its ability to transform our work, and discusses its potential to revolutionize CX measurement and personalization. He emphasizes that while AI can enhance contact center operations and hyper-personalize digital experiences, it must be used thoughtfully to avoid alienating customers who still value human interaction.

Richard critiques traditional NPS surveys, pointing out their flaws, such as low response rates and bias toward Promoters. He explains how AI can predict customer behavior with high accuracy, eliminating the need for frequent surveys and providing real-time insights. By training AI models with operational data, companies can identify root causes of customer dissatisfaction and improve their CX strategies and actions.

The conversation shifts to lessons from the pandemic, where digital transformation became essential. Richard notes how industries like banking rapidly adopted digital tools, and customers of all ages (surprisingly) embraced digital experiences. He also discusses the increased value placed on experiences post-pandemic, as people sought to reconnect with the world after lockdowns.

In the B2B space, Richard highlights the challenges of traditional CX measurement and the potential of predictive analytics to address issues like contract-based forced loyalty and account-level insights. He stresses the importance of combining human judgment with data-driven insights to improve customer relationships and operational efficiency.

Finally, Richard shares advice on leveraging Promoters, emphasizing the need to understand why they are loyal, market to them effectively, and mobilize them for advocacy. He concludes by discussing OCX Cognition’s focus on predictive and prescriptive analytics, aiming to turn customer insights into actionable strategies for better CX outcomes.

Mauricio and Richard’s great discussion offers a forward-looking perspective on the future of CX, driven by AI and data-driven innovation.

Mauricio Duarte, is the Latin America CEO of OPINAT, a Spanish company that has been helping companies implement NPS and the Net Promoter System for over 15 years. He is a well-known international speaker and consultant in Customer Experience (CX), organizational transformation and business growth. He has worked with companies from various industries, helping them grow through strategies focused on customer loyalty, and winning by differentiating experience from the competition.

Find out how predictive CX analytics can help your business: https://ocxcognition.com/

Connect with Richard Owen on LinkedIn: linkedin.com/in/richard-owen-98ba3

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