The Biggest CX Mistake: Confusing KPIs for Outcomes | Abhinandan Jain (CSO Startek)
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The Biggest CX Mistake: Confusing KPIs for Outcomes | Abhinandan Jain (CSO Startek)
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In this episode of CX with Chopra, we sit down with Abhinandan Jain, Chief Strategy Officer at Startek — a global customer experience management company — to rethink how businesses should measure, design, and deliver customer experience in the age of AI.Everyone talks about chatbots, automation, and personalization, but very few talk about what these technologies actually mean for the human on the other side of the interaction. This conversation flips that narrative.🔎 What we explore:Why most brands confuse KPIs (AST, FCR, CSAT, NPS) with actual outcomes — and how to fix it.How to design a CX dashboard that maps business OKRs → customer needs → emotional outcomes → business impact.The importance of relatability in personalization — and why it matters more than raw data.How employee experience (EX) directly shapes customer experience (CX).Why focusing on what you can control internally is the secret to better customer outcomes.💡 Whether you’re a CX leader, marketer, or founder, this episode will help you move from surface-level metrics to the deeper emotional and behavioral outcomes that truly drive happiness, trust, loyalty, and lifetime value.