CXPA Netherlands once again published the CX Throne Speech on the eve of the third Tuesday in September. "AI with a human face: that's the future," according to the 2025 CX Throne Speech. The CX Speech from the Throne is reproduced in full below.

 

Dear CX colleagues, directors, managers, employees, consultants and press people,

Welcome to the 2025 Customer Experience Speech from the Throne. This is the fifth speech we've created together as CXPA. Five years. An exceptionally long time, especially in the ever-accelerating digital landscape where AI is increasingly dominant. Five years of CX within an increasingly digital culture. A culture of co-creation and one with a human touch. The trend is clear. Infectious. Energetic. Stylish. Futuristic. Fashionable…?

No, ChatGTP isn't describing CX here, but rather categorically calling K-pop a breakthrough. We'd love to read this about our own industry.

If you're not familiar with K-pop yet: energetic, catchy, and colorful pop music from South Korea. And K-pop is very relevant: the Netflix film "K-pop Demon Hunters" has been in the top 10 in the Netherlands for ten weeks. K-pop stands out because it's edgy, performance-driven, and above all, because fans become part of the experience. It's not just about listening, but about participating. And that's precisely where the parallel with customer experience lies. In our industry, too, it's not just about processes or numbers, but about experience. About emotion.

And then there's Hatsune Miku. A virtual anime singer, a hologram, a digital creation without a body or breath. And yet she sells out theaters. Late last year in Amsterdam: thousands of people sang along wildly to someone who… doesn't exist. A hologram that captures hearts.

What does this tell us as CX professionals? That digital experiences can truly touch. That emotions can be evoked without a human being. That technology not only supports, but can also seduce and connect. And at the same time, it holds up a mirror to us: What does a human face mean in a digital world?

CX is more than just technology. It's about meaning; about the lasting experience, about trust and connection. About how customers feel and how employees experience their work.

That's where our role as CXPA Netherlands lies. We're certainly not being phased out. But our role is changing. We're increasingly orchestrating the interplay between man and machine. Just as K-pop is about energy, discipline, and performance. CX may still be a niche, but just like K-pop, our profession is growing into a movement with fans, energy, and results.

Today we look ahead. 2025 will be dominated by five themes that shape our profession. Five themes that help us find direction in an era of digital acceleration, human questions, and achieving results.

So be inspired. Be guided. Take charge.

1. AI with a human face

Artificial intelligence is changing the way we work and communicate. AI with a human touch means that customers receive prompt, clear, and expected service, and that employees receive the support they need to do their jobs with greater satisfaction.

The power of AI in customer experience lies not in replacing, but in enhancing. Insights become not only factual but also more personal with a customer story. And when AI is positioned as a colleague, a digital co-pilot that summarizes, signals, and advises, space is created. Employees have more time and energy for what truly matters: personal contact and empathy. Then service becomes not only faster and smarter, but also more relevant, personal, and human.

CX managers become orchestrators of the symbiosis between humans and machines. We ensure that AI is not seen as a threat, but as an ally. A partner that iterates and organizes, while humans lead and decide. This way, empathy remains core.

We also ensure relevance. AI can understand context, provide hyper-personalized advice, and prepare journeys. But it's the CX manager who ensures that these aren't gimmicks, but tangible improvements to the experience.

And above all, we are the guardians of trust. Transparency about what AI does and doesn't do, clear language, and ethical frameworks. Only then will customers feel seen and heard.

AI with a human face: that's the future. And it's the CX manager who gives this future energy, discipline, and performance.

2. From promise to proof

It's time to move beyond words. Too often, we hear organizations declare that the customer is central, while real-world experience tells a different story. Fine words are no longer enough. It's time for credibility. For proof.

Internally, this means translating our promise into tangible results. A CX strategy shouldn't be a fancy poster on the wall; it must prove itself in numbers, loyalty, and growth. Investments in customer experience should be linked to business results: Besides NPS, KTO, and CES, we also focus on higher retention, increased trust, and a stronger market position. This also requires a new role for us as CX managers: from measuring to giving meaning. Only then will the promise of CX gain its full legitimacy in the boardroom and increase the credibility of our CX profession.

Externally, the evidence demands the same level of clarity. Customers easily see through empty words. They're not looking for promises, they're looking for experience. They want to see that organizations aren't just saying they're listening, but are actually taking action. That the promised simplicity, empathy, or speed is tangible in every interaction.

So dare to turn your promise into proof. From brand to operation, from promise to performance. Invite customers to observe, measure, and build with you. That's the only way to build trust. And don't forget to involve your employees to bridge the gap between customer and organization.

3. Employees as a driving force – EX = CX

In the Customer Experience realm, employees are one of the most important drivers of customer experience. Their energy, engagement, and behavior fuel an excellent experience. Customer focus only comes to life when leaders and CX professionals demonstrate that they practice what they preach: leading by example is key.

A customer-centric strategy only works if employees benefit from it and feel valued. What we map out for customers must have the same value for employees. EX and CX operate within the same landscape: winning on the outside starts with delivering on the inside. That's why employees, alongside the customer, are becoming increasingly central to the strategy. Employee insights from daily customer interactions are invaluable for both enhancing the experience and increasing trust in the organization.

To make employees more aware of what's going on with customers, it's valuable to let them, even those without direct customer contact, listen in or participate in the customer contact center or on the work floor. Whether they're citizens, students, or customers: only when you experience the contact yourself can you, as an employee, truly understand their experience.

It's our job to positively empower employees and make successes visible. Naturally, we also explore how we can cleverly utilize AI technology to support, relieve, and empower employees. Training, smart tools, and celebrating achievements keep the engine running. Just as K-pop artists consistently dedicate their energy and discipline to shine on stage, employees need energy, practice, and recognition to consistently deliver top performance for clients.

4. Collaborating in ecosystems – looking beyond your own journey

In Customer Experience, no organization operates in isolation. Take mobility, for example: this often begins with driving lessons or scooter insurance, later progresses to roadside assistance or vacation planning, and sometimes continues even after a person's death. Different parties play a role in each phase, from driving school and insurer to travel agency and roadside assistance service. Together, they form the ecosystem that defines the entire experience. A customer journey isn't a solo journey, but rather a relay race: one organization passes the baton to the next.

We see the same principle in e-commerce, where partners gain access to services they don't provide themselves. Think, for example, of product photography or accounting. Or consider partnering with a delivery service, giving customers a seamless experience from order to delivery. Public organizations are also increasingly joining forces to support citizens during major life events.

For CX professionals, this means a new role: no longer just a journey designer, but a journey director for an entire network. It's no longer just about optimizing your own customer journey, but about connecting chains and partners. It's precisely in this broader, customer-focused landscape that true value for customers is created.

Collaborating within ecosystems is no longer a luxury, but a necessity. Because only by joining forces can we make the customer journey truly meaningful.

5. Impact and sustainability

Sustainability. For some, it still sounds like "sustainable": expensive, complicated, perhaps even a burden. For others, it's self-evident, a hygiene factor that's no longer up for debate. One thing is certain: for the customers of the future, and especially for Gen Z, sustainability is no longer a choice. It's a requirement.

It's true that not every customer attaches the same importance to sustainability. Yet, sustainability will determine tomorrow's trust. The Sustainable Development Goals show us the way: climate and energy, equality and inclusion, health and well-being. The question, then, is what role you play in this. Are you a follower, participant, or… a leader?

The path to sustainability isn't easy. It requires choices, sometimes uncomfortable, sometimes costly. In retail, we see supermarkets drastically reducing plastic packaging and offering hybrid meat made partly from plants. In the financial sector, banks are developing green loans that encourage customers to make their homes or business premises more sustainable. And in government, we see municipalities making services more inclusive so that citizens with disabilities also have digital and physical access.

The most important thing is that you make choices. Dare to stand up for something. Externally, it's about visibility and honesty. Clients don't expect perfect stories, but they do demand transparency. Show where you stand, what steps you're taking, where you're still falling short, and how you're learning. That's precisely what builds trust.

Conclusion and recommendation

And so we come to the end of this fifth CX Speech from the Throne. Five years in which we have repeatedly captured the spirit of the times and sought direction.

What connects these themes? They all require leadership and direction. Courageous choices. Honesty and transparency. Customer Experience is no longer a department or a project; it's the movement we're building together: with customers, employees, partners, and society.

CX may still be a relatively young profession, but we are also building a movement that is catchy and inspiring

and becomes indispensable, with evidence and results to back it up. Just as K-pop began as a niche and grew into a global movement with millions of fans, so too is our industry. We're building the movement within organizations that turns customers into true fans, because they feel listened to, that what was promised is delivered, and that their experience is central.

The invitation to you is clear: listen, lead, and learn. And above all, have the courage to grow from niche to fan base, unleash your potential, and demonstrate results. With conviction, energy, and together.

(CXPA Netherlands)

Customer Experience, Featured, Knowledge base cxpa