Running a business is a constant juggling act – tight budgets, never-ending to-do lists, and no room for slip-ups.
Do you put your energy into winning over customers with faster support, better service, and loyalty perks? Or do you focus on streamlining operations, cutting waste, and making every dollar work harder? Both can help your SME thrive, but which one truly secures your future?
This week on Let’s Talk, our experts dive into this tough call, unpacking smart SaaS strategies, common money traps, and real-life success stories to help you decide what’s best for your business. Let’s get into it.
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Malcolm Koh, APJ Head of Customer Experience Advisory for Freshworks
“Choosing between customer experience and operational efficiency is a false dilemma; both are essential for success.
“A truly positive customer experience is fundamentally linked to efficient operations. Leveraging AI not only helps businesses save time and resources but also serves as an essential tool for creating engaging experiences for customers. AI-powered automation also allows your customer-facing employees to spend their valuable time on interactions that require a human touch, thus enhancing both customer experience and operational efficiencies.
“But many businesses mistakenly prioritise internal process optimisation without adequately considering the customer’s perspective. Consider looking at data points to quantify customer experience—handling time, improved customer satisfaction scores, and loyalty to help find the balance between managing customer needs and uncomplicating operations to support and enhance those experiences.
“The best companies get this balance right. They uncomplicate internal systems to empower employees while ensuring customers receive seamless, personalised service. Customer experience and operational excellence should be viewed as complementary, not competing, priorities.”
Bede Hackney, Head of ANZ at Zoom
“Customer experience and operational efficiency are not competing priorities – they go hand in hand. In fact, prioritising customer experience is one of the most effective ways to reduce operational costs. When customers have a smooth, positive experience, they’re less likely to require less support, which means fewer interactions with customer service teams and lower operational costs.
“AI has made it easier than ever for businesses to improve customer experience while streamlining operations. Chatbots and virtual assistants can quickly handle routine questions, providing instant resolutions and freeing up human agents for more complex issues. This kind of automation reduces the need for large, resource-intensive support teams, making operations more efficient.
“Beyond automation, AI-powered analytics help businesses understand customer behaviours and preferences, so they can solve potential issues before they even arise. Investing in customer experience isn’t just about making customers happy, it’s a practical way to reduce costs and improve efficiency. When businesses proactively meet customer needs, they spend less time fixing problems and more time focusing on innovation and growth.”
Rachana Shah, Program Manager – Cisco, Ingram Micro
“By focusing on streamlining operations, you can directly enhance customer experience. Efficient processes reduce delays, minimise errors, and ensure consistency allowing customers to get what they need quickly and easily.
“Working at Ingram Micro, a global leader in technology distribution and solutions, I have witnessed firsthand how operational excellence translates into stronger customer and partner relationships. In my work with partners to optimise workflows, enhance MSP business strategies, and create scalable growth, it is clear to see than streamlining operations is one of the most effective ways to improve customer experience.
“Customers today expect convenience, speed, and a personalised experience. Businesses that invest in operational efficiency can reduce internal administrative effort and improve accessibility to deliver a smoother, more responsive experience.
“Whether it is AI-powered chatbots for instant support, automation to reduce manual work, or improved supply chain management, streamlined operations lead to a better overall experience.
“In short, focusing on both—enhancing customer satisfaction while optimizing internal processes—builds a successful business that’s not only responsive to customer needs but also agile enough to thrive in a competitive market.”
Christopher Connolly, Solutions Engineering Lead, Communications, APJ, Twilio
“Enhancing customer experience (CX) and streamlining operations are not mutually exclusive. Streamlining might mean dropping old processes that cause customer confusion. Giving customers less but more relevant ways to communicate with your business, for example, can provide a better experience, at a cheaper cost. AI – which is already being used by seven in 10 companies to personalise content and marketing – is helping to enable superior CX, while streamlining operations too. AI can analyse data sets to provide instant information and troubleshoot common issues , while more serious issues that need a human touch can be escalated to agents.
“An unconsidered approach to streamlining operations often results in ‘tightening the belt’ for short-term gains. Great CX isn’t always cheap in the moment, but can create lasting customer relationships that create revenue over time. This should be the true goal of any business – to increase customer lifetime value. Keeping loyal customers is cheaper than trying to win new ones, hands down. Happy customers come back, and they tell their friends. Focusing on the customer experience is a smart move for long-term sales, and can also help businesses to streamline operations at the same time.”
Helen Masters, Managing Director, APJ, Smartsheet
“Exceptional customer experience cannot exist without efficient operations, and for organisations to thrive both need to be prioritised. There is also a third crucial element– strong employee engagement. Happy and engaged employees are essential to delivering great customer experiences, and internal operations deeply influence their satisfaction. If your employees are frustrated by inefficient processes, that frustration will inevitably impact customers.
“The key is maintaining equilibrium among all three—customer experience, operational efficiency and employee satisfaction—because they are interconnected. This can be challenging since they rely on each other, however, the best approach is to address the most pressing issues first, and then progressively move forward. By making small, incremental changes, organisations can create a foundation for continuous improvement, ensuring that all three elements work together effectively.
“At Smartsheet, we help organisations achieve this balance with our AI-driven solutions that streamline operations, enhance collaboration, and empower employees. By automating workflows, improving visibility, and reducing inefficiencies through our platform, teams can work more effectively, support their workforce and deliver outstanding customer experiences.”
Shaun Broughton, Managing Director, APAC at Shopify
“There are many times when doing one thing will help achieve another. For modern retailers, the shift to online means they may have disparate tools to handle ecommerce, in-store purchases, and bulk orders. But the more tools a business adds, the clunkier the customer experience can become.
“Modern commerce requires a unified approach – running the business on a single platform to bring all channels and activities together. This not only makes it easier to transact, but housing all the customer and sales data in one coherent back-end makes so many other business processes easier too. For example, consolidating data into one system helps retailers track stock levels and demand across every sales channel, so they can accurately predict when they’ll need to reorder items. It also makes applying automations for routine tasks like order processing, customer enquiries and welcome emails easier.
“Altogether, with a unified commerce approach streamlined operations and customer experience go hand in hand to create a seamless, personalised and intuitive shopping journey.”
Anthony Capano, Regional Director of APAC, Intuit Mailchimp
“The short answer? You can’t have one without the other. Prioritising customer experience without efficient operations can lead to inconsistency and frustration. On the other hand, focusing solely on efficiency risks making interactions feel impersonal and transactional. The key is integration, and businesses that get this right build stronger, longer-lasting relationships with their audience.
“When automation and AI are used strategically, they do more than streamline operations—they enhance every stage of the customer journey. Smart audience segmentation delivers the right message at the right time, predictive insights help brands anticipate customer needs, and seamless purchase experiences remove friction. These tools don’t just improve efficiency; they create the kind of meaningful, personalised interactions that drive lasting loyalty.
“So rather than picking sides, think holistically. Operational efficiency should enable – not replace – great customer experiences. When businesses align these elements, they build trust, keep customers engaged, and turn first-time buyers into ongoing advocates.”
Matt Loop, VP and Head of Asia, Rippling
“Businesses don’t need to choose between streamlining operations and enhancing customer experience. In fact, the two are connected: by streamlining operations, businesses create more time and resources to focus on serving their customers better, faster, and more consistently.
“For many small business leaders, administrative tasks can be a huge burden. Managing payroll and back-office functions demands significant attention, often pulling focus away from time spent improving customer experience. This is where modern tools that allow you to automate tasks can make a real difference.
“By automating these critical functions, businesses can eliminate manual work, reduce errors, and free up valuable time. For example, workforce management software, such as Rippling, helps businesses streamline and automate tasks like onboarding, payroll processing, compliance, and performance management.
“With these processes handled, business leaders can turn their attention to enhancing the customer journey and delivering exceptional experiences. And, when your internal systems are running smoothly, your people are more present, responsive, and empowered to deliver stand-out customer service. Errors reduce, agility increases, and customer trust grows.
“So rather than choosing between operational efficiency and customer experience, savvy businesses recognise they’re two sides of the same coin. Streamlining operations is how you create the breathing room, and the foundation, for experiences that keep customers coming back.”
Patrick Andres, Regional Vice-President Hotels JAPAC, Oracle
“This is a difficult question for the hospitality industry because customer experience and streamlined operations aren’t competing priorities, they go hand in hand. Efficient operations are essential for meeting and exceeding guest expectations, as it frees up staff so they can focus on delivering a frictionless and personalised guest experience. By leveraging cloud-based hospitality platforms that incorporate AI, such as Oracle OPERA Cloud, hotels can achieve both.
“As the hospitality shifts towards a guest-centric journey, technology enables hotels to offer customised experiences at key touchpoints, while also making operations more efficient. AI plays a vital role in optimizing operations as it can automate tasks, make data-driven decisions, and decrease inefficiencies. By partnering with technology vendors that offer comprehensive solutions, hotels can simplify their operations and reduce unnecessary complexity. The best approach isn’t choosing one over the other but aligning both for long-term success.”
Adhil Badat, Chief Operating Officer at Rackspace Technology
“Customers value efficiency and speed, but what often stays with them is how a business made them feel throughout the process. While automation offers speed and scalability, an over-reliance on rigid systems can erode the very relationships that drive long-term success.
“When efficiency comes at the cost of experience, businesses risk creating impersonal interactions that frustrate rather than engage with customers.
“At Rackspace Technology, we believe automation should enhance, not replace, human connection. The key lies in intelligent implementation, whereby AI and machine learning can streamline operations while still enabling personalised, human-centric interactions.
“By designing adaptive systems that anticipate customer needs and enable seamless human intervention, when necessary, businesses can strike the right balance between efficiency and engagement. The most successful organisations see automation as an enabler of better experiences, not just a tool for cost-cutting. A hybrid approach where AI supports rather than replaces human expertise ensures agility, responsiveness, and a truly customer-first strategy.
“Ultimately, efficiency should serve experience, not undermine it. Businesses that get this balance right will foster stronger relationships, build trust, and stay competitive in a digital-first world where customer experience defines brand loyalty.”
Jeremy Pell, Area Vice President (AVP) for Australia and New Zealand at Elastic
“At Elastic, we believe that balancing customer experience and operational efficiency is not a zero-sum game. By streamlining their operations, businesses can allocate more time and resources toward enhancing the customer experience. When organisations democratise their data and eliminate data silos, they create a more responsive, intuitive, and engaging experience for customers.
“Businesses can transform how they interact with their customers by ensuring they have the right data at the right time. With a unified platform for finding, analysing, and using data in real-time, users can find exactly what they need and help businesses fundamentally change how they engage with their customers. Organisations can gain access to real-time insights that help identify opportunities, address challenges proactively and swiftly resolve customer issues. As a result, this improves the quality and speed of customer interactions and equips teams with the information they need to make more informed decisions and adapt operationally with greater agility.”
Craig Stockdale, Managing Director, ANZ at Wasabi Technologies
“For cloud storage or any B2B IT service providers, operational efficiency and customer experience are not competing priorities but two sides of the same coin, especially in a highly competitive industry where product performance and customer loyalty are both key differentiators that can help businesses differentiate themselves.
“Our organisational customers today generate and manage vast amounts of data, and how they store, access, and secure that data largely depends on their specific operational needs and priorities. Saying that, they don’t just need storage – they need fast, affordable, and secure storage solutions that integrate seamlessly into their businesses without complexity or hidden costs.
“A cloud service provider that prioritises clients’ experiences requires an operational backbone that is adaptable to all kinds of needs. At the same time, streamlining operations in an informed and strategic way will generally deliver a smoother and more reliable experience to its clients throughout the process. When these elements work in unison, they create a resilient and sustained ecosystem within the business that eventually supports the overall success.”
Trena Blair, CEO of FD Global Connections
“When entering the competitive U.S. market, businesses must recognise that both customer experience and streamlined operations are equally crucial for success. Prioritising one at the expense of the other can create imbalances that hinder growth and sustainability.
“Delivering an exceptional customer experience differentiates a brand in a crowded marketplace. American consumers expect personalised interactions, prompt responses, and seamless service. A strong customer experience fosters loyalty, repeat business, and valuable word-of-mouth referrals – key drivers of long-term success.
“At the same time, operational efficiency is just as vital. Streamlined processes reduce costs, improve productivity, and enable businesses to offer competitive pricing while maintaining profitability. Well-structured operations also allow for faster responses to market demands and greater scalability.
“Rather than choosing between the two, businesses should integrate both strategies. Leveraging technology—such as customer relationship management (CRM) systems and automation—can enhance customer engagement while optimising workflows. This holistic approach ensures a strong foundation for growth in the dynamic U.S. market.
“By striking the right balance between customer experience and operational efficiency, businesses can establish a competitive edge and achieve sustainable success in the U.S. marketplace.”
John Deeb, General Manager ANZ and Field CTO, APAC, at Workato
“Businesses are under pressure to do more with less and deliver exceptional customer experience, all while managing with clunky, manual processes. This has led decision-makers to use automation tools to streamline operations, but while this may reduce time spent on repetitive tasks, it stops short of the significant gains that can be made with orchestration.
“Orchestration goes further and streamlines a process end-to-end through intelligent, multi-step automation or a series of triggers, with AI. With orchestration, businesses can measure the performance of a process and critically tie it to a customer outcome. For example, retailers can create workflows between inventory management software, finance and CRMs to create zero-touch orders because data seamlessly flows between systems, empowering staff to focus on high-value, customer-orientated work. This is an all-around win for businesses and teams that can simultaneously improve operational efficiency and customer outcomes.”
Richard Lundgren, Customer Success Manager, Calabrio
“Delivering exceptional customer experiences is essential for loyalty, satisfaction, and brand reputation. Customers expect seamless, personalised interactions, and failing to meet these expectations can drive them to competitors. However, improving customer experience doesn’t necessarily mean sacrificing efficiency. In fact, well-optimised operations can enhance service quality at the same time as keeping things on track financially.
“Modern companies are starting to leverage intelligent automation, AI-driven analytics, and workforce optimisation tools to ‘do more with less’—ensuring high-quality interactions without overburdening staff. By streamlining processes, staff have more time to focus on meaningful conversations rather than routine tasks, ultimately improving both efficiency and customer satisfaction.
“The real question isn’t whether to prioritise customer experience or operations—it’s how to align both. Investing in the right tools enables a smart, dynamic company to reduce costs while still delivering outstanding service, perhaps proving that operational efficiency and customer experience aren’t opposing forces but complementary goals.”
Elise Balsillie, Head of Thryv Australia
“It is not a matter of choosing one over the other as customer experience and operational efficiency go hand in hand. When operations are streamlined, your business can deliver a faster, more reliable and more personalised experience for customers.
“Think of it this way – if your internal systems are clunky, disconnected or reliant on manual tasks, that friction is felt by your customers. It might show up as a missed appointment, a delayed response, a negative review, a lost sale or even losing the customer for good. Small businesses often wear many hats and without the right tools, it becomes hard to juggle their priorities.
“Investing in technology that simplifies everyday workflows such as automated bookings, digital payments, and centralised customer communication, means more time for meaningful interactions. Customers want to feel heard and remembered and they want (and expect) convenience. Streamlined operations are the foundation that lets you deliver both.
“So yes, customer experience matters deeply. However, without efficient systems supporting it, that experience falls flat. The smartest businesses are not choosing between the two, they are making them work together.”
John-David Klausner, General Manager, International, Loop
“Customer experience doesn’t have to be – and shouldn’t be – pitted up against streamlined operations. They’re two sides of the same coin.
“When your operations are dialed in, your customer experience improves. Returns are processed faster, refunds are issued sooner, and communication is clearer. Customers should feel taken care of and informed every step of the way, as that’s what drives loyalty.
“At Loop, we’ve seen time and again that operational efficiency is customer experience. For example, our platform helps brands automate return workflows, eliminating friction while giving customers more flexibility and transparency – which often turns returns into exchanges and first-time purchases into repeat buyers.
“It’s not about choosing one over the other – it’s about recognising that streamlining operations is one of the most powerful ways to improve CX. The brands that get this right are the ones who’ll come out ahead, especially in a landscape where consumers expect speed, convenience, and empathy in every interaction.”
Rob Hango-Zada, Co-CEO, Shippit
“For Australian businesses, it’s not a question of one or the other, it’s a question of how well you integrate both. Our Commerce Delivery 2025 report highlights that rising acquisition costs and shifting consumer expectations demand a frictionless customer experience. Transparent ETAs, flexible delivery options and proactive communication are now essential to conversion and loyalty.
“But a great customer experience is only sustainable with streamlined operations. Carrier capacity constraints, rising labour costs, and the demand for faster fulfilment mean businesses need resilient, multi-carrier strategies. Retailers leveraging automation and decentralised fulfilment have seen delivery times drop by 30%, with some achieving order-to-doorstep speeds as fast as 13 minutes.
“Speed fuels impulse purchases but can also increase returns. Smart businesses are balancing convenience with efficiency, using predictive analytics, optimising inventory placement and offering tiered delivery options to improve margins while meeting customer demands. Commerce delivery platforms like Shippit can help retailers introduce delivery options at checkout, while also gaining better visibility and control over their delivery performance.
“For businesses that move fast and scale quickly, the takeaway is clear; operational efficiency powers customer experience, and customer satisfaction drives sustainable growth. Get both right, and you’ll stay ahead in 2025.”
Sonia Majkic, CEO, 3Phase Marketing
“We are spoiled for choice with digital marketing templates, AI and ‘copy-and-paste’ solutions, and it’s easy to fall into the trap of choosing operational efficiency over genuine customer connection. While streamlining processes is important, it should never come at the expense of the customer journey.
“A seamless experience requires a deep understanding of your customer’s needs and pain points, from their initial interaction with your marketing to their ongoing relationship with your brand.
“We’ve seen firsthand how a customer-centric approach can deliver exceptional results, delivering better traffic and providing an uplift in sales conversions that increase revenue. All of our clients’ results weren’t achieved through generic tactics, but by meticulously analysing the customer journey and tailoring the strategy accordingly.
“Streamlining is essential, but it should be an ongoing process of testing, trialling, and tweaking. Nothing is ever truly ‘set and forget’. With all the tools available to you, it is possible to create efficient systems that enhance, rather than detract from, the customer experience.
“Ultimately, it’s about striking a balance. Streamline your operations, but never lose sight of the customer. After all, a satisfied customer is the cornerstone of any successful business.”
Richard Gerdis, Vice President and General Manager, APJ, LogicMonitor
“Businesses often grapple with the decision of prioritising customer experience (CX) or operational efficiency. The reality is that these two factors are linked intrinsically; streamlining operations directly enhances CX, while a seamless customer journey depends on optimised backend processes. A modern approach to balancing both lies in using artificial intelligence (AI)-driven insights and unified platforms to reduce complexity, improve scalability, and minimise inefficiencies across operations. Businesses can address system performance issues proactively, optimise resource allocation, and achieve stability across digital touchpoints by introducing real-time analytics to enhance operational efficiency and guarantee smooth and uninterrupted customer service.
“Businesses navigating high-demand periods or multi-workload environments must eliminate operational silos to drive business outcomes. A unified monitoring and management strategy consolidates tools, providing a holistic view of infrastructure and applications. AI and automation streamline processes further by identifying inefficiencies, predicting issues before they escalate, and resolving issues proactively. This level of optimisation means customer-facing interactions and backend operations work in tandem, delivering a high-quality experience while reducing costs and maximising efficiency. The key is recognising that operational efficiency is the foundation of superior customer experience, not making a choice between the two.”
Christine Ramsey, Head of Client Operations, Klearcom
“Balancing customer experience and operational efficiency is crucial, but I believe prioritizing customer experience should be the primary focus. According to PwC, 73% of consumers say a good experience is key to their purchasing decisions. Exceptional customer experience drives loyalty, retention, and ultimately revenue growth.
“At Klearcom, we help contact centers ensure their customer journeys are seamless by proactively testing and identifying issues that could frustrate callers. By ensuring IVR systems function flawlessly, businesses reduce friction in customer interactions, improving satisfaction while minimizing operational disruptions. Investing in CX often reveals inefficiencies, allowing you to refine operations in parallel.
“Focusing on customer experience first ensures you’re addressing the core driver of business success—happy, loyal customers.”
Adele Coswello, Chief Customer Officer, mycar
“The reality is that the two go together, but in my experience, you need to start with prioritising the reason for your existence – your customers. It’s why we put “People First” in everything we do at mycar, right across our 275+ stores nationwide, mobile vans, customer care, digital and more.
“Being a People First business means that you continually predict and respond to the needs of your customers today and tomorrow – and what they need you to deliver.
“We have found that the best customer experiences are the ones that are frictionless in every way – and better still, continue to evolve and adapt dependent on your customers’ needs.
“At the same time, your operations play a critical role in effortlessly bringing the customer experience to life. Systems, tools, logistics and more are the backbone of any good customer experience – but it’s the experience itself that is the memorable touchpoint for customers, that both unlocks and drives growth. It’s your operations that truly live the people first promise and bring it to life for your customers.”
Nick Smith, Vice President & General Manager of Asia Pacific at Smart Communications
“The annual Smart Communications benchmark report found that 85% of Australians consider customer communication very important in their interaction with a business. Additionally, 59% of Australians are likely to move on from a company if their communications do not meet expectations. This highlights the importance of customer experience and the impact this has on achieving business goals.
“To deliver high-quality customer engagement, you must make the experience of engaging with your brand frictionless. Leading businesses are constantly streamlining operations to ensure that their customers have an end-to-end experience that is simple and intuitive.
“Removing customer pain points, such as having to print and sign forms manually rather than online, will differentiate customer experience. Businesses that allow customers to engage through the channel of their choice and the time of their choosing are winning the battle for the customer.
“By removing these pain points a business can both prioritise the customer experience and streamline processes as they go. Allowing both customer and business to benefit from the business operations.”
Sharon Nouh, CEO, ProSpend
“The real question is not whether we should focus our efforts on building a strong customer experience or streamlining operations – rather, it’s how the two can work together to ultimately drive revenue.
“A wise place to start is by zooming in on the financial operations of your business and removing any processes that cause discrepancies or wastes your employees’ time. As stated in ProSpend’s latest report, shifting away from legacy solutions and investing in a unified spend management system boosts efficiency by leveraging real-time data, automation and regulatory compliance. The quick wins? Time saved, costs cut, errors reduced and a competitive edge gained.
“But here’s the key – optimising operations directly impacts customer experience. A smoother, more efficient backend allows businesses to better allocate resources, innovate and stay responsive to customer needs.
“So, while business leaders should prioritise operational efficiency, it’s important to remember that great customer experiences stem from a well-oiled operation. When you think of streamlined operations, it’s not only about reducing costs and mitigating risks – it’s laying the foundation for improved customer experience and long-term growth. The businesses that succeed are those that strike the right balance and integrate both strategies seamlessly.”
Kris Fagan, Vice President, APAC, Bloomreach
“Businesses shouldn’t have to choose between customer experience or operational efficiency – these two dimensions of your business are deeply interconnected. Reimagining operations through the lens of customer value is what can allow you to focus on both simultaneously.
“Consider the example of personalization. Through the lens of the customer, you want to create experiences that feel tailored to the content or products they care about most. The only way to achieve that at scale is to streamline your marketing operations. By implementing AI that drives autonomous segmentation and campaign orchestration, for example, you would not only reduce marketing workload — you’d also deliver messages that resonate on a personal level with millions of individuals. Here, better customer experiences and more streamlined operations are flip sides of the same coin.
“Organizations clinging to the notion that efficiency and experience must be mutually exclusive are working with an outdated mindset. The question isn’t which to prioritize – it’s how to create systems where operational excellence directly translates to exceptional customer experiences. That’s where truly transformative business value emerges.”
Pamela Jabbour, CEO & Founder, Total Image Group
“I believe customer experience and operational efficiency go hand in hand—one cannot succeed without the other. If operations fall short, customer service is inevitably put under pressure, and even the best intentions won’t prevent a negative experience in the customer’s eyes. On the other hand, if customer service isn’t prioritised, even the most seamless operations won’t create lasting loyalty.
“In the uniform industry, every order, delivery, and interaction shapes how a customer perceives us. That’s why at Total Image Group, we focus equally on both, ensuring our operations run seamlessly while maintaining a commitment to service. It’s not just about meeting expectations but consistently exceeding them. A truly successful business doesn’t compromise one for the other; it integrates both to drive long-term success.
“The goal isn’t choosing between efficiency and experience, it’s making sure they work together to create the best possible outcome for customers and the business.”
Ingrid Maynard, Sales Performance Expert, Author of The Sales Revolution
“Streamlining operations makes sense if there are smarter ways to get the same or better outcomes. Cutting services or people in customer serving roles when trade slows offers short-term savings with longer term costs because companies usually end up having to rehire people when demand returns. What we do with the gains made from efficiencies matters. The way we think about the customer experience will determine how we generate revenue. If we streamline operations to the point where customers are waiting too long for answers, service or products and services because there’s not enough people to service them well, it affects revenue AND profit. Using AI to detect issue escalation, chatbots to answer questions personally and directly that keep customers out of a phone queue are ways to do both. By thinking about the customer experience first, we can consider the best possible way to do that for them and for us.”
Alexandra Egan, CEO & Founder, The Domino Effect Consulting & Facilitating
“The Silent Killer of Business Growth: The Wrong Focus
“What if I told you that prioritising either customer experience or operational efficiency is a mistake that could cost you everything?
“Businesses obsessed with customer experience risk burning cash on unsustainable initiatives. Those fixated on efficiency often streamline themselves into irrelevance, building a well-oiled machine no one wants to engage with. The secret? RESET Your Thinking® Rethink the illusion of choice. The most successful businesses don’t just serve customers or optimise processes; they do both in a way that fuels growth.
“Step 1: Align Operations with Customer Impact
Every efficiency-driven decision must answer one question: Does this make our customer experience better? Amazon’s logistics mastery isn’t just about speed; it’s about making customers’ lives easier. Tesla’s production efficiency isn’t just about cost; it’s about delivering innovation at scale.
“Step 2: Design Experiences That Demand Efficiency
A flawless customer journey requires streamlined operations. If your service promise exceeds operational capacity, you’re setting yourself up for failure. Balance both from the start.
“Businesses that thrive master the loop: operations that enhance experience and experiences that demand operational excellence.
“Stuck choosing? That’s ‘THE’ problem. It’s time to RESET Your Thinking®.”
Maria Kathopoulis, Chief Marketing Officer & Managing Director at UNTMD Marketing
“This is one of those questions where the answer isn’t either/or, it’s both, but in the right sequence and with the right intent.
“Customer experience is what people feel. Operations is what makes that feeling consistent.
“If you prioritise customer experience without a solid operational backbone, you end up with moments of brilliance that can’t be scaled. Conversely, if you obsess over operational efficiency but ignore the end-to-end customer journey, you risk building a business that’s functional but forgettable.
“The sweet spot is where experience and efficiency intersect. Great brands deliver value clearly, quickly, and memorably, then repeat that without friction. That’s where growth lives.
“So the real question becomes: where are you dropping the ball? If people love your brand but churn, look at your systems. If you’re operationally tight but customers feel underwhelmed, it’s time to reimagine the experience.
“Smart businesses know they’re not separate, they’re symbiotic. The magic is in making them work together.”
Florencia Mostaccio, Head of Research & Experience Design, Restive
“Customer experience and operational efficiency aren’t separate priorities – they feed into each other. A poor experience often stems from operational friction, and inefficiencies can drive customers away, impacting the bottom line.
“The best way to approach this is by mapping the customer journey and identifying the biggest points of friction, especially those that lead to drop-offs or lost revenue. More often than not, these pain points are tied to operational issues. By tackling inefficiencies that have the greatest impact on customers, you’re also solving problems that affect the business the most.
“Rather than streamlining for the sake of efficiency, the focus should be on improving operations in ways that remove customer frustrations and drive better outcomes: higher conversions, stronger retention, and greater loyalty.
“In the end, it’s not about choosing between customer experience and operations. The smartest approach is using operational improvements to deliver a better experience in ways that also make the biggest difference to the business.”
Christopher Melotti, Brand Comms Consultant, Content Marketing Advisor, Strategic Copywriter, AI Ethicist Policy Writer & Founder of Melotti Content Media
“Generally, customer experience is external-facing and therefore, typically drives more sales, leading to increased revenue. On the other hand, streamlining your operations is usually internal, focusing on reducing expenses.
“Ideally, every business should work on both simultaneously to widen the gap between the revenue generated from positive customer experiences and the cost savings from operational efficiency. Because the bigger this gap, the more profitable the business becomes.
“Unfortunately, many businesses become complacent with both. Typically, my default answer is both because you want to widen that gap. However, if I had to choose between one or the other, I’d prioritise operations – hear me out.
“That’s because improving operations internally generally flows on to a better customer experience anyway. For instance:
- Hiring the right people internally ensures they can deliver the right customer experience every time.
- Streamlining operations to reduce staff exhaustion allows them to provide better customer service.
- Enhancing your software systems enables your team to respond to enquiries more efficiently instead of wasting time on tech issues.
- Reducing monthly subscription costs helps you reinvest money into better areas that add more value to customers.
“Ultimately, optimising operations creates a solid foundation that supports better customer experiences.”
Jim Schuman, CEO, First Pivot
“We believe the customer experience vs. operations question isn’t an either/or proposition—it’s about finding the right balance at each stage of growth.
“Think of a startup like a rocket: customer experience is your guidance system, while operations are your engine. Without a powerful engine, you’ll never leave the launchpad. But without proper guidance, even the most powerful rocket will miss its target.
“In our early days at First Pivot, we obsessed over customer experience—working directly with school principals and parents to understand their needs for entrepreneurial education programs. This established our market position in Australian schools.
“As we’ve scaled, operational efficiency has become increasingly critical. Each streamlined process allows us to deliver our programs to more schools without sacrificing quality.
“The truth is, exceptional customer experience requires efficient operations behind the scenes. When our operations run smoothly, our team can focus on what matters: inspiring and educating the next generation of entrepreneurs.
“We’ve found success by letting customer feedback drive operational improvements, creating a virtuous cycle where better operations enable better customer experiences.”
Anissa Cavallo, Founder and Expert Property Adviser at Eda Property
“It depends on how large you want to be. And in particular, whether you want to scale.
“Initially, customer experience is the only thing that matters. You can have a terrible back office, but if the client loves you and they have a terrific experience, then the business will come in. They can’t see what happens in the background. BUT – and this is a big but, if you don’t have great operations, you won’t be able to scale the business, and you probably won’t get repeat business.
“You cannot scale without streamlined operations: (1) because you won’t attract staff if they have no process to be managed under with room for growth, and (2) you won’t be able to be efficient without reporting and reviewing processes. You run the risk of losing repeat customers (the cheapest lead you’ll ever have) through failures in delivery, reporting, and check-ins. AND you could miss out on new opportunities for business. Without an efficient management system, you will burn leads that haven’t been promptly monitored and responded to. I had to learn this the hard way!
“For long-term success, focusing on streamlining your operations will help you improve customer experience.”
Neil Modi, Business Development & Marketing Manager, IT&C
“This one comes up a lot in boardrooms, strategy workshops and tech reviews — and there’s no silver bullet answer.
“If you chase customer experience without streamlined operations, you risk over-promising and under-delivering. That’s dangerous. On the flip side, if you obsess over internal efficiencies but forget the customer at the centre, you create a well-oiled machine that no one wants to engage with.
“We’ve seen that the real value is always in balancing both — but not equally.
“When your business is scaling or navigating change (new tech, mergers, workforce shifts), you streamline first. Clean up the backend. Make your workflows, data, and tech stack lean. Make SOPs for everything. That’s how you get cost efficiency and avoid burnout.
“Key word here is foundation. Once that is solid, you pivot hard to customer experience. This is where loyalty, referrals and market differentiation live. CX isn’t just customer service — it’s the way your brand feels when someone interacts with you. And in today’s market, that feeling is the product.
“So, it’s not CX vs ops — it’s a matter of timing, focus and agility.”
Gabrielle Browne, CEO & Founder, Dynamic Unicorns
“Running a business today means walking a fine line between keeping your customers happy and making sure your operations can actually support that. They’re not competing priorities — they rely on each other.
“When you focus on customer experience, you build trust, loyalty and long-term relationships. That’s what brings people back and gets them talking. But if your backend can’t keep up, it doesn’t matter how good your service is. Streamlined operations make it possible to scale, reduce costs, and deliver what you promised — without losing the personal touch.
“At Dynamic Unicorns, we work with businesses who are trying to strike that balance. When you get it right, things just work. Teams move faster. Customers stay longer. The business becomes more resilient, more responsive.
“This isn’t about choosing one over the other. It’s about connecting the dots between what customers need and how the business delivers it. That’s where real, sustainable growth comes from.”
Saurabh Arora, CEO, Eminence Finance Group
“In my experience, this isn’t an “either/or” question. It’s a “both/and”. Too often, businesses see customer experience and operational efficiency as competing priorities. I’ve seen firsthand how this mindset can hinder growth, especially in an industry where 72% of customers feel stressed and frustrated by the mortgage process.
“At Eminence Finance Group, we’ve achieved significant growth – 100% year-on-year – by focusing on both. Streamlining our processes allows us to deliver a faster, more efficient service. This, in turn, enhances the customer experience. For instance, we’ve invested in technology that simplifies the loan application process, reducing approval times by 30%. This makes things easier for our clients and enables our team to provide more personalised and proactive support.
“Ultimately, a great customer experience is often the result of efficient operations. When things run smoothly internally, you have more time and resources to dedicate to your customers. Don’t fall into the trap of thinking you have to choose one over the other. Focus on creating a synergy between the two, and you’ll be well on your way to sustainable success.”
Amit Singh, Founder & Strategic Advisor, evince Consulting
“Focusing only on operational excellence without customer experience is like running a restaurant with a Michelin-starred kitchen but rude wait staff – no matter how perfect the dish, customers won’t come back.
“So, which should you focus on? Customer experience – because it tells you exactly where to focus operationally. You can have the best systems, processes, and people behind the scenes – but if you can’t get customers in the door or completing transactions, none of it matters.
“Customer experience is where your entire operation shows up. It’s not a layer on top – it’s the moment of truth.
“Work backwards from there. If an initiative doesn’t improve the experience, boost margins, or drive loyalty – it’s just noise.”
Billy Loizou, Area Vice President, APAC, Amperity
“The answer isn’t an either/or choice—you need both, but they must be built on a solid data foundation.
“Without a robust operational backbone, particularly a unified customer data platform (CDP), enhancing customer experience (CX) becomes nearly impossible. A strong data infrastructure serves as the essential foundation for improving and influencing CX effectively.
“Evaluating both revenue drivers and operational improvements reveals that a balanced approach yields the best results. Streamlining operations generates cost savings and increased efficiency that can be reinvested in customer experience enhancements. For example, automating data processes, optimizing offer targeting, or replacing legacy platforms reduces operational costs. These savings can be redirected towards building and enhancing customer data, laying the foundation for personalizing marketing campaigns and implementing customer- centric strategies.
“Thinking of this in terms of Maslow’s hierarchy of needs applied to business technology helps clarify the approach. It’s crucial that the foundational level—risk reduction, data unification and governance—is addressed before attempting to optimize customer experience. This ensures performance improvements are made, risks are mitigated, and the data infrastructure is future-proofed.
“Dr. Martens exemplifies this approach. The iconic British footwear brand strengthened their operations by implementing Amperity’s AI-powered customer data cloud, which enhanced their global data and marketing capabilities. This operational improvement directly enabled growth through personalization—a key customer experience enhancement.
“The most successful strategy creates a virtuous cycle where operational efficiency naturally boosts customer experience. By investing in a solid data foundation first, companies can create the infrastructure needed to deliver exceptional customer experiences while maintaining operational excellence.”
Jonathan Reeve, Vice President, APAC, Eagle Eye
“It’s the age-old debate: should you prioritise customer experience (CX) or streamline operations to grow your business effectively? But here’s the reality: your operations exist to support your business, and your business exists to serve your customers. The real secret isn’t about choosing one over the other; it’s about aligning them.
“When your operations and CX work together in harmony, you’ll profitably deliver on your brand promise and values. Start by defining what your brand stands for and how you will deliver a best-in-class experience. Customers will always remember a positive experience (and they never forget a bad one), but it’s exceptional CX that turns one-time buyers into loyal customers and passionate advocates.
“However, many brands make the mistake of focusing solely on CX. In today’s climate of challenging economic conditions, this doesn’t cut it. Without streamlined operations, you won’t be able to profitably deliver the experiences your customers expect. The tech and systems you use should support the proposition you’re delivering in a cost-effective way that ensures profitability.
“Take digital receipts, for example. They reduce costs for businesses but also offer a better experience for customers as they’re easier to store and more environmentally friendly. Similarly, QR codes that link to relevant product information can improve CX by providing instant access to product information while reducing the printing and staffing costs of traditional approaches to shop floor service. These practical improvements streamline operations while also improving the customer experience.
“Often, there’s no need to choose between customer experience and operational efficiency. By making changes that are better for customers, simpler for teams, and cheaper for the business, you can improve both simultaneously.”
Rahul Tabeck, Regional Sales Director of ANZ, SolarWinds
“The answer isn’t as simple as choosing one over the other – they’re interconnected. Streamlining operations often leads to improving the customer service in tandem. IT Service Management (ITSM) tools are a great example of this, helping businesses improve internally while enhancing external customer satisfaction.
“By automating routine tasks, standardising workflows, and improving issue resolution, ITSM tools ensure minimise delays and disruptions. They empower teams to prevent problems before they escalate, while providing customers with quick, self-service solutions. The result? Seamless experiences, reduced wait times and more responsive and reliable services.
“Ultimately, great customer service starts behind the scenes. When employees – such as customer service agents – are equipped with the right tools, they can dedicate time to seamless interactions with customers. Businesses that align internal efficiencies and customer outcomes won’t just improve service quality – they’ll build lasting loyalty.”
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