The CXPod 2026 with Stine Ringvig Marsal

And I think, Stina, before I jump into the next question, I'm just also unpacking both what you and Marietta are saying.

about the reason and the value of doing journey mapping is the fact that we do the journey mapping from the customer's perspective.

And

we know that the way they are perhaps entering into our system or our website or interaction point with us is actually changing.

But that means that's exactly the task that we need to do.

We need to understand where are they coming from and What are they landing on or coming to and how is that interaction point when they actually are in those journeys with us? And that, of course, can be multiple entries or ways in.

So it certainly puts a new sort of demand on the CX professional within the company.

And that brings me to the next question, because what do you foresee as the CX professional's responsibility for managing this changing landscape? Or changed landscape even.

The good CX manager's job doesn't really change because the good CX manager is already looking at the totality of the customer experience.

So the good CX manager is already looking across the different silos and the company and, you know, Having that total overview of not just what happens in customer service, but where is the customer mentally before they even shop with us? What are they searching for? What is our product called in their minds before they know about us? You know, those types of things.

What I do think is something that for many companies, I mean, you can't say what will AI do to the CX industry because the CX industry is business to business, business to consumer, it's attraction parks, it's airports, it's factories, like it's everything, right? So it's a little broad if I had to say something for everyone.

But in many companies, what will be necessary is an understanding of the technology available.

And how that can facilitate an easier customer journey so you convert better and keep your customers, etc.

That sort of tech interest and understanding of how do we improve our business results with the tech available while still keeping customers feeling like they have a great experience that they want to come back for.

And I am not subscribing to what many people are subscribing to, where it's like, oh, what will we do in this world where, you know, it's not personal, we have agents, etc.

People don't want to deal with people if they can do something quicker and faster without.

So if you have AI solutions that work or digital solutions that work, that is not a problem.

The problem is when everyone can copy it because the technology is available, then you need to figure out how you make your journey the one that is remembered and not interchangeable with whoever then presents a cheaper product, right?

Yeah.

And I think I'm not sure if we've been talking enough about this, but also we've been talking about what problems is it that you actually solve and how do you solve them? Like there's no longer, it's no longer enough to just provide the best experience, but you know, your whole, your whole culture needs to be.

It needs to be surrounded and dipped in this customer experience philosophy because your products need to be the best products and the most efficient products.

And your agent has to, you know, it's not just about the customer journey anymore.

Isolated speaking, you know, your products, your customers, your marketing, your everything has to be customer centric.

And I think the companies that will make it now and going forward are going to be the ones who has had this mindset all along.

And the company who has been focusing on just maybe some of the interactions or some of the steps in the journey, they will at some point, if they're not very lucky, lose in the battle of the customer because the totality needs to be present because now AI can see through if you're not, you know.

And I think, Stina, before I jump into the next question, I'm just also unpacking both what you and Marietta are saying.

about the reason and the value of doing journey mapping is the fact that we do the journey mapping from the customer's perspective.

And

we know that the way they are perhaps entering into our system or our website or interaction point with us is actually changing.

But that means that's exactly the task that we need to do.

We need to understand where are they coming from and What are they landing on or coming to and how is that interaction point when they actually are in those journeys with us? And that, of course, can be multiple entries or ways in.

So it certainly puts a new sort of demand on the CX professional within the company.

And that brings me to the next question, because what do you foresee as the CX professional's responsibility for managing this changing landscape? Or changed landscape even.

The good CX manager's job doesn't really change because the good CX manager is already looking at the totality of the customer experience.

So the good CX manager is already looking across the different silos and the company and, you know, Having that total overview of not just what happens in customer service, but where is the customer mentally before they even shop with us? What are they searching for? What is our product called in their minds before they know about us? You know, those types of things.

What I do think is something that for many companies, I mean, you can't say what will AI do to the CX industry because the CX industry is business to business, business to consumer, it's attraction parks, it's airports, it's factories, like it's everything, right? So it's a little broad if I had to say something for everyone.

But in many companies, what will be necessary is an understanding of the technology available.

And how that can facilitate an easier customer journey so you convert better and keep your customers, etc.

That sort of tech interest and understanding of how do we improve our business results with the tech available while still keeping customers feeling like they have a great experience that they want to come back for.

And I am not subscribing to what many people are subscribing to, where it's like, oh, what will we do in this world where, you know, it's not personal, we have agents, etc.

People don't want to deal with people if they can do something quicker and faster without.

So if you have AI solutions that work or digital solutions that work, that is not a problem.

The problem is when everyone can copy it because the technology is available, then you need to figure out how you make your journey the one that is remembered and not interchangeable with whoever then presents a cheaper product, right?

Yeah.

And I think I'm not sure if we've been talking enough about this, but also we've been talking about what problems is it that you actually solve and how do you solve them? Like there's no longer, it's no longer enough to just provide the best experience, but you know, your whole, your whole culture needs to be.

It needs to be surrounded and dipped in this customer experience philosophy because your products need to be the best products and the most efficient products.

And your agent has to, you know, it's not just about the customer journey anymore.

Isolated speaking, you know, your products, your customers, your marketing, your everything has to be customer centric.

And I think the companies that will make it now and going forward are going to be the ones who has had this mindset all along.

And the company who has been focusing on just maybe some of the interactions or some of the steps in the journey, they will at some point, if they're not very lucky, lose in the battle of the customer because the totality needs to be present because now AI can see through if you're not, you know.