SESSION DESCRIPTION

In this thought-provoking session, Ben Phillips explores why myths are so prevalent in society and how they directly influence the behaviors, assumptions, and decisions made within organizations—particularly in the field of Customer Experience Management. Drawing on compelling real-world examples from both within and beyond the CX profession, Ben challenges commonly accepted beliefs and conventional wisdom that many leaders take for granted. Attendees will be encouraged to reexamine long-held assumptions and consider how pervasive business myths can shape strategic thinking, often leading to costly mistakes, missed opportunities, lost revenue, and reputational damage. Through an engaging and evidence-based discussion, Ben will uncover some of the most widely accepted myths in business and customer experience, examining why they persist and how organizations can avoid falling into the same traps. Participants will leave with practical insights to help them make more informed decisions, challenge flawed thinking, and build stronger, more effective experience strategies within their own organizations.

BIO

Ben is a Certified CX Professional (CCXP) with 20 years of experience leading customer experience strategies for global B2B and B2C enterprises. A former director and consultant across fintech, tech, and research, he is also the founder of CX Alive! and a member of an award-winning CX team. An industry leader, Ben is the author of three books, including The CX Dictionary, and is consistently ranked as a top 25 global CX influencer. Based in the UK, he is a keynote speaker, musician, and Level 3 fitness trainer who balances professional excellence with high-energy engagement.