Most organisations investing in customer experience can show satisfaction scores. Far fewer can show what those scores actually changed in retention, revenue or operational efficiency. The CX team runs surveys, maps journeys and produces reports. Leadership nods. And then nothing changes in how the business operates.
The gap between CX insight and business results is rarely a data problem. It is a structural one. CX sits in marketing or a standalone team without connection to operations, finance or commercial decision-making. Journey maps exist but nobody owns the touchpoints across them. Insights are collected but never translated into language that gets budget approval.
In this keynote, Stine Marsal draws on 18 years of experience leading CX inside complex organisations and as a consultant to show where CX programmes structurally fail to produce results. She covers the fixes that connect customer experience investment to the numbers your leadership team actually cares about: retention, cost-to-serve, revenue per customer and operational efficiency.
This is a session about CX architecture, not CX inspiration. It is built for leaders who are done talking about customer centricity and want it to show up in the P&L.
What you will leave with:
The three structural failures that prevent most CX programmes from producing business results.
How to connect CX metrics to the financial language your CFO and board use.
How to move CX from a standalone team to an operating discipline that influences decisions across functions.
A practical checklist for assessing whether your current CX setup can produce business impact.
Who this is for:
CX leaders, COOs, CMOs and senior leaders with responsibility for customer experience in medium to large organisations. Particularly relevant for leaders who are under pressure to demonstrate CX ROI or who are building a case for increased CX investment.
Pricing and formats
All sessions are available as a standard keynote or fully tailored to your organisation, audience and challenges.
Formats: keynote (45-60 minutes), half-day workshop with group exercises, or online session. Delivered in English, Danish or French.
Online sessions from 2,350 EUR / 17,500 DKK + VAT. Onsite keynotes from 3,350 EUR / 25,000 DKK + VAT. Extended workshops from 4,700 EUR / 35,000 DKK + VAT.
Tailored sessions are quoted based on your brief.
From CX Investment to Business Results
Why your CX programme is not producing the business results you expected and what to fix.
What HR and CX leaders say about working with Stine
“Interesting, entertaining
– and we left with concrete ideas”
“Stine’s presentation and work made it easy for us to deliver better experiences to guests and staff”
Stefan Gildhoff,
Director Sales and Customer Experience
The Royal Danish Theater
“Stine’s keynote was a real eye-opener. She created a clear link between accessibility and lost revenue, and showed how small changes can lead to big results for the business.
Her concrete examples made us rethink how we integrate accessibility in our work with guests. It was not only interesting and entertaining – we left with clear ideas for creating more inclusive customer experiences.”
Sanne Forsberg Holm
Chief People Officer
LEGO House
“Stine mapped our guest and employee experience through a diversity lens and delivered a sharp, action-oriented report and presentation to executive management – the most hands-on we’ve ever received. She translated hidden barriers in the consideration and purchase phase, during the visit and afterwards into clear, concrete solutions. She also developed training videos for our guest-facing employees, making them feel more prepared for the diversity they meet every day. We are very satisfied with the tangible results we’ve achieved”.