Closed Loop Podcast: Ep. 04
Ben Bax: Turning CX into a Business Advantage

In this fourth episode of the Closed Loop Podcast, Darren Wake, Head of Customer Success at CustomerSure, is joined by CX consultant and senior leader Ben Bax to discuss how customer experience can be positioned as a business advantage.

Ben draws on his experience with large corporates, regulated sectors, and high-growth SMEs to explain how CX teams can stay relevant, align with commercial outcomes, and deliver measurable value — even when resources are tight.

Here’s what we cover:

• How to keep CX at the centre of business priorities
• Proving the link between CX and revenue, loyalty, and retention
• Making operations more efficient without losing service quality
• The role of frontline teams in identifying opportunities
• Using data to secure investment and drive change

If you work in customer experience, operations, or leadership and want practical ways to make CX a true business advantage, this episode is packed with insights you can use straight away. Fill in your details to hear the full conversation.