Publication date:
Publication from:
The 19th Customer Experience Conference has once again solidified its status as Ukraine’s premier cross-industry event for CX. It brought together 500 leaders and experts who are not just looking to improve service but to build profitable business systems based on it.
This year’s theme, “A System for Profit,” addressed a key challenge for businesses today: how to transform customer experience from a one-off initiative into an operating system that consistently drives profit, reputation, and growth.
In her opening speech, KA Group founder Alona Zhupikova emphasized that data research, speech analytics, and AI solutions are crucial for anticipating customer needs and creating future-proof products. She stressed that CX always marks the beginning of a new stage of development:
The customer changes, the context changes, the technology changes. CX is a living organism, and the task for any business is to understand how it works and react in time
Alona Zhupikova
Olena Tsysar, an international expert in strategic CX development, introduced a CX maturity model she described as a “mosaic” of three elements: motivation, organization, and culture.
Our main goal is to bring the voice of the customer back into the business. CX isn’t just about standards or complaint handling. It’s about humanity and respect for the journey of every customer and employee
Olena Tsysar
Kyrylo Yezhov, Business Development Director at Kantar Ukraine, continued the theme, stressing that without clear metrics and accountability, customer experience remains just a nice idea.
82% of CEOs worldwide see customer experience as a growth driver. But real results only come when a company can not only listen to the customer but also act quickly based on data
Kyrylo Yezhov
He also presented an approach that combines X-Data (customer emotions and experiences) with O-Data (operational metrics), highlighting the importance of aligning processes, roles, and culture to create a true CX management system.
Yulia Moroz, Head of Sales at Oschadbank, shared her experience of a large-scale service transformation. Thanks to automation and multi-channel services, over 70% of customer inquiries are now handled by a voice assistant. Oschadbank processes 400,000 requests annually and remains the only bank with mobile branches even in frontline territories.
The customer is the starting point for all changes. Only when CX works as a team-based system does the customer receive fast and seamless service
Yulia Moroz
The ‘WOW effect’ is an emotion of surprise and joy that brings in money, repeat customers, and high loyalty. Emotions work, and they need to be directed, just like in the fashion industry
Oleksandr Kotolup, founder of Figaro Catering, added to the discussion
Ihor Blystiv, Marketing and Innovation Director at Kormotech, explained how working with three key audiences—veterinarians, breeders, and end consumers—allowed them to build an entire ecosystem for their Optimeal brand, strengthening its market position.
Look at the customer within the entire ecosystem. Create long-term initiatives that become pieces of a much larger puzzle
Ihor Blystiv
Oleh Koss, founder of Lanka.CX, focused on dynamic customer journey maps. He explained that journey management should be a living tool integrated into the daily work of teams. According to international studies, implementing this approach yields: +37% in customer satisfaction, +15% in additional sales, and +18% in customer retention.
Complex services need a conductor. Journey management synchronizes teams and helps them focus on a shared result
Oleh Koss
How do you make complex products and services intuitive? Mykola Chumak, co-founder and CEO of IDNT, answered this question to close out the main speaker sessions. His “recipe” for simplicity consists of five ingredients: empathy, understanding complexity, focus, human language, and attractive design.
Simplicity isn’t minimalism. It’s the strategic removal of the unnecessary, allowing customers to interact with a company quickly and clearly
Mykola Chumak
The panel discussion on “Systematic, Data-Driven CX” brought together experts from Minimal, Uklon, Ajax Systems, Colobridge, and the Banda agency. They discussed how to blend analytics with creativity so that data doesn’t just measure results but helps create better customer experiences.
Key takeaways from the speakers:
A second panel discussion featured representatives from Dnipro-M, DILA, WOG, NovaIT, and Revisior. They discussed how to integrate the voice of the customer into product strategy and foster a culture of rapid feedback.
The experts agreed: companies that turn feedback into a cycle of rapid testing and new ideas gain a double advantage—they become more resilient to market changes and launch new products faster than competitors.
Vladyslav Zhylikhovskyi from Dnipro-M emphasized that speech analytics allows businesses to hear customers in real-time and gain insights that improve service quality and decision-making speed.
Speech analytics minimizes guesswork because it’s based on the real voices of customers, not assumptions
added Iryna Derhachova from DILA
Other key points included a tech-focused approach from Oleh Kushil (WOG) and Dmytro Romaniuk (NovaIT). They explained how modern algorithms can quickly analyze thousands of customer conversations to identify problems before they become critical.
Participants also joined a workshop led by Maryna Bereziuk, a business psychologist and service expert. Her approach is based on understanding service as an interconnected structure where every element affects the others. Working in teams, attendees modeled their own CX systems, focusing on four key components: people, processes, monitoring, and motivation. The exercise showed how even small changes in one area can transform the entire system.
The conference concluded with a shared reflection session, where attendees shared their personal takeaways and key ideas to implement in their work.
Top Insights:
Before the conference, I thought CX was just about surveys and tweaks. Now I see it as a complete system where all the tools work together
Roman Orlov, Kron
An amazing customer experience is impossible without a quality employee experience. It’s the foundation of success
Ruslana Kharuk, EverHelp
Customer experience is becoming the new currency of business. Marketing departments are transforming into CX-marketing teams that deeply study customer behavior and drive change within the company
Dmytro Pashko, Marketing Consultant
General Partner: Oschadbank. Official Partners: Kormotech, Colobridge, and Linkos Group. Thanks to the support of our partners, attendees were able to exchange experiences and learn about modern solutions in technology, the food industry, and digital services.
