Your CX strategy might be costing you more than you think

by Catherine Hooson, Practice Director, Experience Strategy

It rarely starts with a major failure. 

More often, it’s the small things: a confusing form, a delayed response, a customer asked to repeat their story...again. 

These aren’t the kind of issues that show up red on your dashboard, but they’re the ones that are quietly pushing customers away.

This was the core of my talk - From Friction to Flow - at the recent Qualtrics X4 conference in Sydney. 

The message resonated with everyone in the room because we have all felt it before as customers - in the not-quite-right journeys, the duplication, the missed handoffs.

The reality is, friction is expensive - for customers, for teams, and for organisations alike. I've seen this play out across industries; leaders invest in big CX visions and transformation roadmaps (rightly so) but overlook the micro-frictions that chip away at trust and performance daily. 

The cost of good intentions delivered inconsistently? Lost loyalty. Slow growth. Burnt-out teams.

This is why we created the LEVO CX Strategy Playbook.

It’s not a glossy manifesto. It’s a practical guide to help you spot the real
blockers and move forward with clarity.

Inside, you’ll find:

  • The five most common challenges we see holding CX back
  • Practical strategies to reduce effort and build flow
  • A CX Maturity Assessment to benchmark where you are, and what to prioritise next

Because having a collection of touchpoints isn’t the same as having a cohesive experience strategy.

And if your CX isn’t driving growth, building loyalty, or creating operational breathing room, it’s not doing its job.






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