Is your GBS flourishing or stuck in the cycle of valuing the process destination over the purpose of the journey? For far too long, efficiency and operational focus have overshadowed what truly drives value: customer centricity. Yet, 74% of respondents in SSON’s State of the Industry Report 2025 recognize customer satisfaction as the key to success. In this session, we highlight how revamping your company culture surrounding CX can be a significant driver of fresh perspectives that place the customer’s voice at the forefront, in turn, boosting economic success for your GBS.