Insights from a CX Leader Diane Magers: Redefining Customer Experience for the Modern Era

The mid-20th century brought about the revolution in Customer Experience (CX), that changed B2B relations forever. CX has now evolved into a pivotal discipline for every business, big or small, to sustain itself in the modern era.  

Acefone had the privilege of interviewing a seasoned leader in the field of CX, who shared invaluable insights from their journey—Diane Magers. 

Diane is not just a CX expert, but also the founder of Experience Catalysts.  

Let’s look at some of the highlights from our discussion with her: 

1. What drew you to the field of Customer Experience? 

“A CEO at my first company with a leadership role believed in understanding and satisfying customer needs above all else. This perspective, especially in the early 1990s, was ahead of its time. For me, the human side of business and its potential to impact outcomes was deeply compelling. My background as a clinical psychologist, with a passion for human behavior and needs, made CX a perfect fit. I’ve always been a lifelong learner, forward thinker, and connector, so this profession aligned seamlessly with my values.” 

2. Is there a one-size-fits-all approach to improving CX?

“Customer Experience and Experience Management now have structured frameworks, competencies, and certification opportunities. While there’s a common model that can be applied universally, the execution depends on an organization’s ability to shift its mindset and operations to prioritize the customer’s perspective over its own.” 

3. What was the biggest turning point in your 25-year CX journey?

“Becoming the CEO of the Customer Experience Professionals Association (CXPA) was transformative. It gave me the opportunity to connect with hundreds of practitioners and learn how they innovatively reshaped their organizations through Experience Management.” 

4. Can you share memorable experiences that defined your career?

Some of the most defining moments include: 

• Building connections with a network of incredible experience professionals. 

• Leveraging my deep background in psychology to understand customer needs. 

• Acquiring advanced business and leadership knowledge to grasp the critical relationship between CX and business value creation. 

• Sustained involvement with CXPA, which has been instrumental throughout my career. 

5. What factors do businesses often overlook in CX delivery?

“Many businesses miss the connection between their results and the experiences they create. They underestimate the importance of employee experiences—the foundation for defining, designing, and delivering exceptional customer experiences. Employee engagement is crucial for success.” 

6. Advice for entrepreneurs and startups from the founder of Experience Catalysts

“This is a golden era for new entrepreneurs and startups. The dynamic marketplace offers immense opportunities for innovation, agility, and redefining ways of working. To stand out, you need to be a thought leader, a learner, and a forward thinker. Focus on People, Purpose, and Proaction to thrive.” 

7. How can businesses enhance CX during challenges like the COVID-19 pandemic?

“Businesses must revisit their core purpose—building value for customers. This involves understanding customer needs and creating experiences that foster stronger relationships with products and services. It’s about engaging with customers on a deeper level, even during uncertain times.” 

8. Best practices for ensuring seamless customer experiences

“Journey management and orchestration are essential. Organizations must understand the current experience and implement purposeful changes to shape a desired future experience. This approach must remain flexible to adapt to evolving expectations and emerging technologies.” 

9. The role of technology in the future of CX

“Two guiding principles for CX and technology are: 

1. Define the experience you want customers to have, then use technology to enable that experience. 

1. Technology makes things happen, but humans determine its role in their lives. 

Human-centered brands focus on meeting customer and employee needs before turning to technology as an enabler.” 

Final Thoughts 

The insights from Diane underscore the importance of human-centric approaches, thoughtful innovation, and the integration of technology in redefining Customer Experience. As businesses continue to evolve, these principles serve as a valuable guide for creating meaningful and impactful experiences for customers.