---
title: "Focus on the \"work to be done\", not just the \"wow\" factor in CX - third round of international CX expert's recommendations"
description: "We asked a bunch of international recognized CX experts for their recommendations on what to focus in 2023. In third collection of quotes we feature James Dodkins, Silvana Buljan, Adrian Swinscoe, Jaakko Männistö, Stan Phelps, Jason S Bradshaw and Martin Hill-Wilson."
canonical_url: "https://www.shiftcx.de/blog/focus-on-the-work-to-be-done-not-just-the-wow-factor-in-cx.html"
published: "2023-01-24"
updated: "2026-04-19"
language: "de"
content_type: "Article"
publisher: ""
---

# Focus on the "work to be done", not just the "wow" factor in CX - third round of international CX expert's recommendations

**Datum:** 23.01.2023
**Autor:** Bjoern Negelmann
**Kategorien:** CX Organisation / Operations, Interview, 001 Plattform: Shift/CX, Allgemeines Digital Marketing & CX, CX Quotes for 2023, Customer Journey Management im Wandel

We asked a bunch of international recognized CX experts for their recommendations on what to focus in 2023. In third collection of quotes we feature James Dodkins, Silvana Buljan, Adrian Swinscoe, Jaakko Männistö, Stan Phelps, Jason S Bradshaw and Martin Hill-Wilson.

In our third and final post of CX recommendations (see part 1 and part 2), we once again present a very nice collection of recommendations from more insightful CX experts. As with the other posts, we asked them to provide us with an answer to the question:

What should CX managers focus on in 2023?

As James Dodkins and Silvana Buljan put it: "Wowing" is not the key mission for CX managers, but delivering on the "brand promise". To get this right we need to have a good understanding of what matters to our customers, measure and quantify our CX efforts and prioritise our resources to…