Subex in Croatia October 2017

Customer experience, data, risk analysis, fraud prevention and employee empowerment – all in two days

Two great days exploring customer experience, fraud, risk and employee engagement – held together by data and Subex expertise. This must be the first time I’ve combined these elements in one sentence, but a couple of days in Zagreb at the Subex User Conference have convinced me that the combination is possible.

Too many companies consider CX as predominantly a service issue in any serious analysis, effort or practical application. But we have known for a long time that it’s better to get things right first time, rather than focus on costly service recovery.

As we listened to presentations and participated in workshops it became increasingly apparent that we now have the technology and the people to turn the right first time ambition into reality. As risk analysis develops in accuracy and reach, customer trust is being nudged into a true brand differentiator. And as we move further into the new world powered by the IoT this will become the true currency of success. Fraud prevention is moving in the same direction. Increasingly customers and the company being protected with more than the blanket rule approach. Long gone are the days when a credit card is blocked the first time we go abroad or shop on the internet. Sophisticated fraud prevention utilising honeypots, big data and AI are at last competing with, or in advance of the fraudsters.

The last piece of the jigsaw is the move to empowering employees to make quick and accurate decisions. This requires the data and its corresponding analysis to be presented in a logical and intuitive environment. We then have the best of all worlds with technology, data, AI and people working in harmony to deliver consistent customer experiences and business outcomes.

Thank you to everyone involved, particularly Subex for bringing us together. Everyone’s enthusiasm and ambition was truly inspiring.

Extract from Carl Lyon’s presentation at the Subex Conference in Croatia, October 2017 – shared with the prior permission of Subex

Why Perpetual Experience matters


Having just completed my book Perpetual Experience, I can honestly say that writing a book is no small task. However, the process has really helped me clarify my thinking around customer experience, where it works, and where we could do more.

But what is Perpetual Experience, and why should it matter to you? Back in 2005, customer experience had only just emerged as an issue for businesses and the topic was a mystery to many. But since then, customer experience has grown to become one of the most important considerations for every business and is now a key differentiator.

Over the last ten years, I’ve been privileged to help some of the largest businesses in the UK improve their understanding of customer experience through the QoE (Quality of Experience) group. The QoE discussions have provided me with unique insights into the opportunities that customer experience offers for improving businesses. And by that, I don’t just mean improving customer experience – I mean improving efficiency, responsiveness, innovation and margin. Perpetual Experience represents the culmination of these insights, and is my way of paying tribute to the great work of all the passionate and dedicated professionals who have helped shape the QoE discussions.

What’s in it for you?

If you interested in driving business improvement you’ll be interested in the book. Whether you work in a customer experience, customer service, operations, or digital role, Perpetual Experience enables you to realign your business in support of the customer by challenging entrenched mindsets ways of working.

The Perpetual Experience methodology identifies and brings together the people who have the relevant experience to really solve persistent issues and improve experiences. It draws together people from across the business and its partners who are involved in the end-to-end delivery of any given experience. In doing so, it reveals the short-cuts work-arounds that employees have developed to solve problems and uses these to help businesses become more responsive, more innovative, more authentic, and more efficient.

I’ve written Perpetual Experience because I believe it can help customer experience achieve its full potential as a powerful mechanism for improving businesses. I’m both pleased and relieved to say that the book is now complete and available at

And I’d love to hear your views and would welcome your comments.

Carl Lyon is a customer experience thought leader and author of Perpetual Experience.