We help you build the capabilities to deliver it. Consistently.
We work with: Large organisations | Growing businesses | Start-ups
We listen deeply to understand your business, your people and your customers, then work with you to turn that understanding into action.
The CX CollectiveThe CX Collective is a customer experience consultancy founded by Emma Logan, CCXP, an award-winning CX leader, speaker and judge for UK and international CX awards. For over a decade, she’s delivered CX strategies that keep customers, grow revenue and cut wasted effort.
We help organisations deliver their brand promise consistently by building the capabilities, culture and systems behind it, creating better experiences for customers and employees alike.
Our work starts with listening to your customers, people and leaders, then shaping a CX strategy around what we learn and your business goals. Together, we agree priorities, ownership and how we’ll measure progress.
Practical workshops, training and advice help your teams act on quick wins and build the capability to keep improving. We design experiences before choosing technology, so the tools support what people need to do. And we’re honest about where we can add value, including when you don’t need us.
Six ways we can help
I founded The CX Collective after experiencing first-hand how often brands struggle to turn good intentions into what customers actually experience.
My work connects what matters to customers with business strategy, then helps teams put it into practice.
Your ambitions and what’s already working well are the starting point. I listen to your customers, people and leadership to help you agree priorities and measure progress.
I’ll shape my support around what you need, challenging your thinking, helping you turn priorities into action and demonstrate their value.
Tell me what you’re working on, and let’s explore how I can help.
Emma on LinkedInYou work directly with Emma, who brings in trusted independent specialists when your project calls for wider expertise. Each is chosen for their specialist knowledge, relevant experience and the outcomes you want to achieve.
CX Researcher and Service Designer
Oleksandra Baklanova is a Customer Experience and Service Designer who works with The CX Collective as an independent collaborator. She brings the research and design side of CX: customer insight, market and online research, and data reporting that turns complex findings into clear decisions.
She is also a strong facilitator, experienced in running Double Diamond cycles, journey mapping, rapid prototyping and testing with real users, and in bringing mixed groups of leaders, frontline staff and customers into the same room. With a sociology background and experience in both product and public service settings, she helps clients move from ‘what are customers doing?’ to ‘what should we change?’ and then test it quickly.
LinkedInBrand and Marketing Strategist
Jamie is passionate about building great brands, and believes great brands can transform organisations, society and the world at large, but only when the experience lives up to the promise. After 15+ years in the industry, he has a wealth of integrated marketing experience ranging from blue-chip clients to challenger brands across all sectors. As a collaborator with The CX Collective, he helps clients make sure what their brand promises is what customers actually experience.
Jamie moved to Dubai in May 2023 to become Marketing Director for SHARE, the loyalty programme at Majid Al Futtaim, where he spent two and a half years at the meeting point of brand and customer loyalty. Since then, he has worked as a brand and business consultant for clients including Akana Collective, Saudia and Aldar.
Before moving to the UAE, Jamie was a founding director at BBD Perfect Storm, the London-based brand and cultural transformation company, which he helped grow from three people to more than 50. That experience of aligning an organisation’s culture with the brand it shows the world is central to how The CX Collective helps clients deliver their promise.
LinkedInCX, UX and Service Designer
Jade Doel, CCXP is an experience designer with over a decade of CX, UX and service design experience across retail, shopping malls, loyalty, lifestyle and entertainment, working in both New Zealand and the UAE. As a collaborator with The CX Collective, Jade brings the design side of customer experience: researching and mapping as-is experiences, defining the to-be, and turning insight into concrete design opportunities and concepts.
Jade is hands-on with service blueprints, journey maps, design sprints and workshop facilitation, including bodystorming, and has led projects from self-service checkouts to click and collect to online fulfilment, always with the store and frontline teams in mind. Jade has also built and coached design teams, developing the frameworks and playbooks that make good practice repeatable.
LinkedInService and Experience Designer
Beatriz Rincon is a Service and Experience Designer who works with The CX Collective as an independent collaborator. She has eight years of experience in UX research and design, across more than 15 industries and five continents.
She began as an experience designer for hospitality at NetDragon in China, then moved to London, where she joined the R&D Lab at Virtusa working on AI-powered services, created ‘phygital’ boutique experiences at AllofUs, and led CX on large-scale strategic projects at BCG. In her most recent role, at Majid Al Futtaim, she led customer research for an app with more than 4.5 million active users and, worked with product, operations and technology teams to deliver a measurable increase in NPS.
She brings strategic design to CX, combining user research, service and UX design, prototyping and design operations to help clients turn insight into ideas and ideas into action. She also has an artistic side, working as an illustrator, art director and graphic designer. Beyond client work, she is an active member of the design community and mentors younger designers at UAL and through ADPList.
LinkedInProgramme and Delivery Lead
Hasnaa Touili, PMP is a programme and delivery leader who helps CX strategies reach customers. With 12 years leading technology delivery, Hasnaa has taken customer-facing products from roadmap to launch. These include the official Expo 2020 Dubai mobile app, which passed a million downloads, and the Members Experience value stream of a major regional loyalty programme, where the move to SAFe Agile improved delivery time by 22%.
As a collaborator with The CX Collective, Hasnaa brings the delivery discipline behind customer experience work. That means turning journey maps and CX roadmaps into sequenced, resourced plans, setting up PMO governance and delivery standards, and aligning product, engineering, marketing, finance and operations around one set of KPIs and OKRs. The aim is that improvements land with customers instead of stalling in a slide deck. Hasnaa works in Arabic, English and French, from the UAE or remotely.
LinkedInCX and EX Strategist
Lina Yahya, CCXP, is a customer and employee experience strategist with more than 25 years of cross-functional experience spanning customer experience, strategy, sales, product development, process improvement and business transformation.
At the heart of Lina’s work is the connection between what happens inside an organisation and what customers ultimately experience outside it. She brings a strong CX and EX perspective, helping organisations understand how culture, leadership, processes, systems and employee behaviours shape customer outcomes, and how responsibility for experience can be embedded across the business rather than sitting with one team.
Lina spent 21 years at RAKBANK, including almost a decade leading Customer Excellence and Protection. Her experience extends well beyond traditional CX, bringing together customer and employee feedback, complaints and service recovery, journey management, consumer protection, digital transformation, performance measurement and organisational culture. Earlier in her career, she led the bank’s Auto Loans business, giving her first-hand commercial experience in building and growing businesses, developing products, managing sales channels and improving profitability. She has long been the person organisations turn to when something needs to be fixed, rethought or built from the ground up.
This combination gives Lina a particularly practical approach to transformation. She works across customer, employee and business data to uncover where experiences are breaking down, but does not believe insight alone creates change. Her focus is on turning what organisations learn into clear ownership, decisions and action, with measures in place to understand whether the change has actually made a difference.
Her financial services background also brings a strong understanding of the relationship between customer experience, commercial outcomes and consumer protection. She has led the implementation of regulatory customer protection requirements, developed CX and engagement strategies, introduced journey management and customer measurement frameworks, transformed complaints and root-cause practices, and supported major digital and operational transformation programmes.
A CCXP and Customer Culture Certified Practitioner, Lina is an active contributor to the regional and international CX community as a speaker, moderator and awards judge. She currently sits on the judging panel for the Leader of the Year Award at the Inspiring Women in CX Awards and has spent more than a decade contributing to industry awards and conversations around customer experience, business excellence and leadership.
Alongside her collaborative work with CX organisations and practitioners, Lina is the founder of the change cue, built around a simple belief: organisations do not need more insight sitting in reports; they need better ways of turning insight into purposeful action. She also hosts the untold cues, a podcast exploring the human stories, experiences and lessons that often sit behind the people we see.
LinkedInMost organisations come to us facing at least one of these challenges. Each affects whether customers stay, how much they spend with you and what it costs to serve them.
We assess how customers experience your business and what helps or gets in the way. Combining their perspectives with evidence from your teams and business performance, we agree where to focus first and what can wait.
A clear starting point puts limited time and budget where they can make the greatest difference.
We trace recurring issues back to the processes, decisions and systems behind them. Working with the people who deliver the experience, we redesign the steps causing problems and check whether the changes prevent them from happening again.
Repeat problems cost twice: customers lose patience, and your people spend time putting things right.
We translate your brand promise into clear service standards and practical guidance for everyday decisions. Through training, defined responsibilities and better coordination between teams and channels, we help your people deliver an experience customers can depend on.
Consistency builds trust and reduces the risk of one poor interaction undoing an otherwise strong relationship.
We bring customer feedback together, identify the patterns that need attention and help your teams decide what to change. Each priority gets an owner, a next step and a way to check whether customers notice the improvement.
Feedback earns its place when it informs decisions, prevents wasted effort and gives customers reasons to stay.
We examine where growth is stretching your service, from rising demand to unclear responsibilities and overcomplicated processes. Then we strengthen the ways of working, training and systems your teams need to serve more customers without letting standards slip.
Growth becomes harder to sustain when service problems consume the time and income new customers bring.
We connect CX priorities to measures such as retention, repeat purchases and the cost of resolving problems. By establishing a starting point and tracking changes, we help you assess what is paying back and where investment needs reconsidering.
Evidence of business value makes CX investment easier to justify, prioritise and sustain when budgets tighten.
If any of these sound familiar, that’s enough to start a conversation. Tell us what’s happening, and we’ll help you work out where to focus first.
Let’s talk
We work alongside a small number of organisations that share our belief in recognising great customer experience and building it from the inside out, through culture, people and practical change.
The CX Collective is a partner of the Gulf Customer Experience Awards, organised by Awards International. We support the awards by encouraging organisations to share the work and collaborative effort behind better customer experiences and the results they have achieved.
Interested in entering or getting involved? We can introduce you to the awards team.
Find out moreMore partnerships to be announced soon.
Tell us a little about what you’re working on.
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The CX Collective is a partner of the Gulf Customer Experience Awards, organised by Awards International. Through this partnership, we connect organisations with opportunities to share their CX achievements, recognise their teams and take part in the wider CX community.
Good CX takes sustained work across an organisation. Awards offer a chance to bring that work together: the challenge you set out to address, what your people changed and the difference it made for customers and the business.
You may have improved a particular journey, addressed a recurring customer problem or built a stronger approach to CX across your organisation. If you’re considering sharing that work, we can introduce you to the awards team to discuss relevant categories, entry requirements and the process.
For organisations looking to support the awards and build their presence within the CX community, we can connect you with the team to explore sponsorship opportunities.
