CXTS™ -
Customer Experience is a Team Sport
With the launch of our upcoming book “CXTS™ - Customer Experience is a Team Sport”, we’ll also be launching the CXTS™ framework and operating model in Q3-2026, to help you operationalise CX across your entire organisation.
Launching Soon
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Sneak Peek
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Launching Soon ✳︎ Sneak Peek ✳︎
CXTS™ - Customer Experience is a Team Sport
The idea behind the concept is simple: Every single department in your organisation has a direct or indirect impact on the customer.
But customers don't experience departments. They experience one organisation.
And that’s where the trouble begins; for many organisations.
CXTS™ — Customer Experience is a Team Sport is a practical framework and operating model designed to help organisations move beyond siloed CX initiatives and build a mature, organisation-wide CX practice.
Because great customer experience isn't created by individual brilliance.
It's created when the whole team works together.
To help you move that concept into reality, we created the CXTS™ Operating Model.
Knowing that CX is a team sport is one thing. Building an organisation that can actually operate that way is another matter entirely.
The CXTS™ Operating Model translates the team sport concept into a practical, organisation-wide approach to building and maturing your CX practice.
It is built around five interconnected pillars:
Leadership, Alignment & Governance
Culture
Enablement & Orchestration
Tools & Capabilities
Insights & Performance
Be the first to know when the book CXTS™ - Customer Experience is a Team Sport is out!
Meet Melanie
The thinking behind CXTS™ comes from two worlds.
My life has been shaped by two careers – one as an international athlete, and one as a CX leader.
For over a decade, I raced internationally as a competitive athlete, competing across outrigger canoeing (waka ama), surfski, and kayaking, in both team and individual boats, all around the world. I represented both Germany and New Zealand across three World Championships, racing everything from short, explosive sprint events to gruelling marathon races, and winning medals along the way. Over those years, I collected regional, national, European, and World Championship titles, including the IVF Va’a World Sprint Championships title in 2016.
When I'm not on the water, I work in CX. I've racked up many years in corporate CX, insights, and VoC roles; I've worked at technology analyst firms; and I started my own CX consulting business in 2022. My sporting background has shaped the way I see the world, including my work in CX. It's where I drew the inspiration for the central idea behind the CXTS™ concept: that customer experience, to truly succeed at an organisational level, must be treated as a coordinated, collective effort: a team sport.
Speak to Melanie now if you don’t want to wait for the book launch!
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