How Listening to Employees Can Shape Future of Client Experience

At the recent CX Day Mexico 2025, during the panel “Primero en casa: cómo aplicar los productos y soluciones propias potencia la estrategia de CX” ("Home First: How to apply your own products and solutions to boost your CX strategy"), I had the opportunity to share a perspective that has been shaping my work for years: The boundaries between internal and external customers are fading. Today, employees are just as important as consumers in driving meaningful transformation, and listening to both groups has become the cornerstone of true innovation. 

When we talk about customer experience, the conversation often tilts toward the end user, the person buying or interacting with a product or service. Yet, as I highlighted during the panel, our employees live the brand every day. Their feedback, frustrations, and ideas are as critical as those of paying clients. Ignoring them is like ignoring half of the ecosystem that sustains business growth. Personalization and responsiveness, once differentiators, are now baseline expectations for customers and collaborators alike. 

Rethinking Experience With Technology as an Enabler 

Technology has made this convergence not only possible but inevitable. Artificial intelligence, in particular, has stopped being a specialized tool used only by IT teams. It is now embedded across marketing, human resources, and technical support, accelerating decision-making and opening doors for professionals outside of technology to create real impact. This democratization of AI has allowed us at Beyond Technology to empower employees to solve problems faster and provide richer, more tailored experiences to clients. 

When employees see the tools they help design or refine put into practice, the ownership they feel translates directly into customer satisfaction. That’s why using our own solutions internally — before bringing them to market — has been so powerful. It turns experimentation into a shared journey rather than a corporate exercise. 

Failing Fast to Innovate Faster 

Another point I emphasized at CX Day is that traditional planning cycles are no longer suited to the pace of today’s market. The old way — months of strategy followed by a “perfect launch” — has lost relevance. What works today is releasing a minimally viable product and letting feedback shape its evolution. Mistakes are no longer setbacks if handled correctly. They become data points, opportunities to learn and refine in real time. 

At Beyond Technology, we’ve embraced this “culture of error” as an engine of innovation. We’ve seen its power in diverse projects, from deploying AI to monitor health in pig farms to building networks capable of predicting failures before they happen. These initiatives didn’t emerge fully formed. They were shaped by trial, correction, and iteration — proof that embracing imperfection leads to stronger, more resilient solutions. 

Customers as the Best Consultants 

During my remarks, I said something that resonates deeply with me: “The best consultants are your customers.” It’s not a metaphor. Listening actively, supported by technology that captures and analyzes feedback, allows us to design products and services that align more closely with actual needs. But this principle isn’t limited to end users. Associates, suppliers, and partners also bring insights that enrich the value proposition. 

When companies recognize that every interaction — internal or external — is a form of consultation, they transform scattered feedback into strategic intelligence. That intelligence, when acted upon, strengthens not just the customer experience but the very foundation of the business. 

A Personal and Professional Conviction 

As a CEO, I am often asked how companies can truly differentiate themselves in a crowded market. My answer is consistent: listen. Listen with intent, not just to check a box. Listen to employees testing your tools and to customers using your services. Listen to the signals hidden in complaints, in inefficiencies, in unspoken needs. Technology, particularly artificial intelligence, is the amplifier that helps us hear more clearly, but the act of listening must be human, deliberate, and strategic. 

AI has already become indispensable, both professionally and personally. Those who integrate it creatively, aligned with the real experiences of employees and clients, will stand apart. The future of customer experience is not built in boardrooms alone, it’s built in conversations, in observations, and in the willingness to see mistakes as pathways to progress. 

At CX Day Mexico 2025, surrounded by peers and innovators, I was reminded of this simple truth: Innovation doesn’t begin with technology. It begins with listening. And if we listen first at home — with our teams, with our partners — then every solution we deliver to the market will carry the authenticity and impact that only comes from lived experience.