YOUR CX TEAMS WORK IN SILOS
I ARCHITECT THE OPERATING SYSTEM THAT MAKES THEM WORK AS ONE JOURNEY
↓ Great teams, terrible handoffs. Here's the pattern.
Great teams. No connective tissue.
Broken CX operations follow the same pattern.
Each team owns their own tools. Their own metrics. Their own priorities. Their own definition of "working."
Nobody owns the space between them.
That's where customers fall through. That's where problems hide. That's where renewals die.
No one owns the end-to-end CX either.
Friction points stay unknown or are backlogged. Key touchpoints go untracked. Teams throw things at the wall and hope something sticks.
Better tools won't fix this. More people won't fix this.
You need an operating system.
EXPERIENCE ENGINEERING IN ACTION
Half strategy, half execution. Here's how the operating system comes to life.
0. The Journey = Artifact of Truth
First, we map your complete customer journey—every touchpoint, process, and tool. No more guessing where problems originate or how customers actually experience your product.
Result: Single source of truth for all customer experience work
1. Signal Capture
Every friction point gets logged in one place. No more scattered signals across Slack, tickets, and community posts.
Result: 100% visibility into customer problems
2. Intelligent Routing
Clear if/then logic ensures every signal always routes upstream. No more "add it to the backlog" black holes.
Result: 60%+ routing accuracy, zero signal loss
3. Experience Council
Weekly meeting where scattered signals aggregate and route. Not another status meeting—this is the operating system in action. Instead of asking: "How can we answer this faster?" Ask: "Why are customers asking this at all?"
Result: Cross-functional alignment, clear accountability
4. Closed Loops
Customers see what got fixed based on their feedback. Not just "thanks for reporting" but "You reported X, we fixed it, here's what changed."
Result: Trust building, increased signal sharing
WHAT A COMPLETE CX OPERATING SYSTEM INCLUDES
Here's what I've learned building these systems: there are six components that need to work together.
Most companies have some of these. Few have all six.
Almost nobody has them connected.
Onboarding & Activation
Getting customers to first value, fast.
This is where most companies focus. But if you only optimize this in isolation, you're building on sand.
Questions this component answers:
• What's the critical path to first value?
• Where do customers get stuck or drop off?
• What's the difference between completing steps vs. actually understanding?
Common dysfunction:
Onboarding team optimizes completion rates. But customers who "complete" still churn because they didn't understand the value.
Operating system thinking:
Onboarding feeds signals to other components. Drop-offs inform Knowledge. Confusion points inform Education. Patterns inform Product.
Community & Peer Support
Customers helping each other at scale.
Not a ghost town forum. A living ecosystem where your power users become your support team.
Questions this component answers:
• What questions do customers have that other customers can answer?
• How do we surface the best community answers everywhere else?
• How do unanswered questions route to the teams who should see them?
Common dysfunction:
Community exists as separate destination. Support doesn't trust it. Product never sees it. Questions go unanswered.
Operating system thinking:
Community threads become knowledge articles. Unanswered patterns route to Product. Best answers train AI agents. Customer advocates emerge here.
Education & Enablement
Proactive learning that prevents problems.
Not just "how to" docs. Strategic education that helps customers understand the "why" before they need support.
Questions this component answers:
• What do customers need to learn to be successful?
• When in their journey do they need to learn it?
• How do we know if education is actually working?
Common dysfunction:
Education team creates courses nobody takes. Content built in isolation from what Support/Community see customers struggling with.
Operating system thinking:
Support patterns inform what to teach. Community questions show knowledge gaps. Onboarding drop-offs reveal education needs. Completion rates show what's working.
Knowledge & Self-Service
Right answer, right time, right context.
Not a junk drawer of articles. Intelligent, context-aware knowledge that anticipates needs.
Questions this component answers:
• Can customers find answers without asking?
• Are answers accurate and current across all channels?
• What searches return zero results? (knowledge gaps)
Common dysfunction:
Knowledge base contradicts community which contradicts docs which contradicts in-app help. Nobody owns keeping them aligned.
Operating system thinking:
One source of truth. Community best answers → Knowledge articles. Support resolutions → Knowledge updates. Product changes → Knowledge sync. AI trained on unified content.
Customer Marketing & Lifecycle
Guiding customers to next value, proactively.
Not just nurture emails. Context-aware orchestration that meets customers where they are.
Questions this component answers:
• What's the next best action for this customer at this stage?
• How do we celebrate wins and prevent silent churn?
• When do we communicate vs. when is it just noise?
Common dysfunction:
Marketing automation treats everyone the same. New customers get pitched features they already have. Power users get beginner content.
Operating system thinking:
Lifecycle messaging informed by behavior, not just time. Onboarding status, feature adoption, community engagement, support history—all signal what they need next.
Intelligence & Orchestration
The connective tissue that makes everything work together.
This is what most companies are missing. The operating system that connects the other five components.
Questions this component answers:
• Where do signals live and where do they die?
• How do we route signals to teams who can fix root causes?
• What tells us the operating system is healthy?
Common dysfunction:
Signals scattered everywhere. No systematic aggregation. No intelligent routing. Teams working in isolation.
Operating system thinking:
Experience Council aggregates signals. Routing logic sends them to right owners. Shared metrics show what's working. Closed loops prove the system listens.
WHY THIS MATTERS
You don't have a friction problem. You have an operating system problem.
Support saw issues. Success saw drop-offs. Community found questions. Nothing reached the people who could fix it. Signals disappeared in the gaps.
We installed the CX OS: Experience Council. Single friction log. Shared KPIs. Upstream routing. Six modules. Work became visible.
Latest result: $250,000 saved per year. 6.5% deflection MoM. 92% CSAT.
The real shift? Teams stopped asking "whose job is this?" and started asking "how do we stop this?"
That's an operating system.
↗ Two ways to start
LATEST INSIGHTS: FRESH PERSPECTIVES
Real-world examples of CX operating systems in action. Prevention flywheels, friction logging, and systems thinking that actually works.
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Start with Your Cognac Moment
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CX Review: Spotify — Post-Sales Support Journey
Teardown of Spotify's customer support experience with friction findings and orchestration opportunities for immediate improvement.
TWO WAYS TO START
The Quick Audit
Rapid CX Triage
I use your product like a customer would. I find where people get stuck. I give you a list of fixes ranked by impact.
What you get:
• 45–60 minute walkthrough of your onboarding, docs, and support
• Top 5 prevention opportunities with owners and quick wins
• Friction log template (pre-filled)
• OS Fit Score showing what's broken across your CX
• Optional 15-minute Q&A within 7 days
What I need:
Be onboarded as a customer
The guarantee:
I surface at least 3 high-impact opportunities or you don't pay
The Full Build
Experience Engineering Program
I become your CX director. We build the operating system together. Then I teach your team to run it.
We start by mapping your broken pieces. We fix them fast. Then we hand everything off to your team so it keeps working after I leave.
What happens:
• Weekly Experience Council meetings (I run them, then your team does)
• 2–3 fixes shipped every month
• Monthly reviews of what's working
• Full knowledge transfer to your team
Best for:
Teams ready to build something that lasts