Episode 175 | June 16, 2025
AI's influence on CX with Tabitha Dunn
CX expert Tabitha Dunn shares how to lead customer-centric transformation with empathy, AI, and cross-functional alignment. Listen to her insights now.
How CX transformation starts with empathy, not AI
Imagine trying to build a high-speed train without first mapping the tracks—it might look sleek and futuristic, but it won’t get very far. That’s the risk many companies run when they dive into AI-driven innovation without anchoring their efforts in customer-centric transformation.
In a recent episode of Insights Unlocked, customer experience leader Tabitha Dunn, CCXP, shared a refreshingly human approach to transformation—one that prioritizes empathy, practical governance, and organizational alignment over trend-chasing and tech-for-tech’s-sake.
“A tool is only as good as the people who put it into place,” she said.
Let’s explore the key lessons from Tabitha’s conversation, and how they can help you build transformation strategies that truly scale—while staying grounded in what matters most: your customers.
Begin with an empathy tour, not a roadmap
When asked how she approaches new transformation roles, Tabitha emphasized the importance of understanding before action. Rather than charging in with assumptions or frameworks, she conducts what she calls an “empathy tour.”
This involves deep listening—across customers, prospects, employees, and leadership—to unearth what’s working, what’s not, and why.
“The most important part of starting those roles is what I call a full-on empathy tour,” she said, “to really understand where we're at and how we build on what the teams have already done.”
This approach reframes digital transformation from something you do to an organization into something you do with the organization. It’s also a crucial reminder that customer empathy and internal alignment are foundational to any successful transformation.
GUIDE
The executive's guide to empathy-driven ROI
AI can scale value—but only when it's built on human insight
Artificial intelligence may be the hottest tool in the digital toolbox, but without a clear understanding of who it’s serving and what problem it’s solving, it’s unlikely to deliver lasting value.
Tabitha shared an example: three customer officers implement the same AI tool—one succeeds, one struggles, and one calls it a disaster. The difference? Not the tech, but the thoughtfulness behind its implementation.
“People are afraid of AI because they ask, ‘What happens to my job?’ Instead of thinking, ‘Jobs can evolve.’ They’ve always evolved with each new technology leap,” she said.
In other words, AI in customer experience isn’t about replacing humans—it’s about freeing them up to do what they do best. Whether it’s coders escaping tedious documentation or sales teams spending more time with customers, the goal is the same: maximize human value through smart delegation to machines.
Avoiding the AI “shiny object syndrome”
It’s easy to be dazzled by AI-powered tools and trends, but Tabitha cautions against jumping in just because something looks impressive on a demo reel.
She advises leaders to:
- Ground AI investments in clearly defined customer problems
- Prioritize impact and scale over novelty
- Explore technology to stay inspired—but remain disciplined in execution
“Don’t chase the shiny object—but don’t ignore it either.” – Tabitha Dunn
This approach keeps customer-centric transformation rooted in intentionality, helping leaders resist the temptation to deploy AI just for headlines, and instead focus on systems that solve real, persistent user pain points.
Governance and usability: the transformation tightrope
As AI scales, it introduces new complexity around privacy, data ethics, and customer autonomy. Tabitha highlights that governing AI well means understanding how much your customers want to be known.
Some people want seamless, personalized interactions. Others prefer minimal data collection. Companies that can’t navigate this balance risk losing trust or alienating users.
Effective governance, she said, doesn’t just protect the business—it enhances the user experience by giving customers the right amount of control, choice, and clarity. And when governance and usability are in harmony, AI becomes less of a liability and more of a competitive advantage.
Change management is more than communication
Tabitha notes that one of the biggest missteps in digital transformation is treating change management like an afterthought—or worse, equating it to a few internal emails.
Real change management requires:
- Understanding stakeholder personas
- Addressing behavior shifts across roles
- Creating emotional investment in new ways of working
“Change management fails when people think it’s just communication,” she said. “It’s actually about helping people want to change their behavior.”
Whether it’s helping employees adopt new workflows or preparing customers for updated journeys, behavioral design must be baked into the rollout—not tacked on after the fact.
Cross-functional collaboration unlocks organizational traction
Successful customer-centric transformation doesn’t live in a single department—it touches finance, product, IT, operations, and more. But as Tabitha explains, too many CX leaders fail to speak the language of their counterparts.
“If you don’t understand what finance or product needs, it’s hard to be heard when you ask for advocacy or investment.”
Her advice? Build a robust stakeholder map and seek out cross-functional alignment early. Know what motivates each group, what metrics they care about, and how your project can help them achieve their goals too.
This shift from customer-only thinking to business-integrated thinking gives CX leaders the credibility and buy-in needed to make large-scale transformation stick.
Transformation isn’t about building—it’s about solving
Too often, teams fall into the trap of deploying AI or new tools without knowing the problem they’re solving—or whom they’re solving it for. Tabitha suggests flipping that script:
“If you start with, ‘What problem are we trying to solve, and for who?’ it’s much easier to evaluate the right solution,” she said.
This mindset transforms AI from a hammer looking for a nail into a precision instrument guided by real-world pain points. It also invites collaboration, as teams can align around outcomes instead of tools.
Why most transformations fail—and how to avoid it
Tabitha outlined three common reasons transformation efforts fall apart:
- Too many simultaneous projects: overloading the same key players leads to fatigue and prioritization chaos.
- Underestimating investment and resourcing: leaders often forget to budget for training, change support, or proper implementation time.
- Neglecting change management: without addressing human behavior, even the best technology won’t gain traction.
“It’s like Field of Dreams—if you build it, they will not come unless they want to change,” she said.
Avoiding these traps starts with honest assessment, realistic scoping, and empathy for the people asked to do the changing—inside and outside the business.
Equip CX leaders with more than CX skills
Today’s customer experience professionals need to think beyond traditional CX tools. Tabitha encourages aspiring leaders to broaden their skillset with:
- Sales training (to learn objection handling and negotiation)
- Project management certification (to drive execution)
- Change management frameworks (to guide adoption)
- Design thinking and journey mapping
- ROI modeling (to win finance support)
These disciplines help CX professionals move from influencers to enablers, with the confidence to lead both conversations and outcomes across the business.
Final thoughts: empathy is your true north
Throughout the interview, Tabitha returns to one consistent truth: transformation is about people. Whether she’s initiating change, coaching a leader through stalled progress, or stepping in to rescue a struggling rollout, her approach always starts with empathy.
Tabitha reminds us that the most powerful tool for customer-centric transformation is also the oldest: deep human understanding.
“You have to remember that you’re doing this for other people,” Tabitha said. “If you start from there, you’re already on the right track.”
Episode links:
- Tabitha on Linkedin
- Stage 2 Capital
- Bobby on LinkedIn
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- How to build customer-centric products without slowing down development: This guide provides strategies for integrating customer feedback into product development processes, ensuring that products meet customer needs without compromising on development speed.
- Transforming customer experience with responsible AI strategy: This podcast episode discusses the integration of AI in customer experience research, focusing on automating tasks and enhancing insights while maintaining human oversight.
- Digital innovation and insights driving customer-centric transformation: This blog post highlights how organizations are redefining their services by putting customers and digital-first design at the core, sharing insights on continuous digital improvements centered on user needs.
