Every successful business narrates the story of a satisfied customer. But many fail to achieve the same success due to failure in understanding Customer Experience (CX). Positive experiences gained by customers will always lead to strengthened loyalty and intense empathy towards the business.
Therefore, CX becomes a key pillar of strategic management in modern organizations. This trajectory has made it imperative for businesses to master the art of Customer Experience Management.
CX Hub is the first dedicated CX research and management agency from Georgia, founded back in 2022 by certified CX Professionals and Co-Founders Nana Akhobadze and Natia Jibladze. The firm has carved a niche for itself in designing flexible CX management practices that can proliferate the success of the business.
Nana Akhobadze, Co-Founder
Human-Centered Design for Business Success
CX Hub, under the leadership of Nana and Natia, focuses on delivering a relational and creative approach, bound by extremely empathetic values such as active listening, emotional intelligence and inclusive leadership in their services, making CX an everyday practice for their client. The organization assists in CX Strategy Design & Diagnostic Assessment, Customer & Employee Research, Customer Journey & Pain Point Management, CX Management Platform, and Capability Building. Furthermore, the company with its end-to-end integration builds easy steps for goal achievement for their clients, by providing them with training in leadership engagement and internal capability building.
CX Hub focuses on delivering services that are structured and locally contextualized, yet can meet the compliance of global framework and regional business realities. The firm has been providing services to different ecosystems which include finance, telecommunication, retailers, real estate, education, healthcare, government sectors, and hotel & restaurant sectors. Furthermore, the firm has been supporting MSMEs by working alongside International Donor Organizations and Development Agencies.
“What makes our approach unique is our end-to-end integration. We don’t deliver reports, we build living systems.
We co-create roadmaps with clients that include leadership engagement, internal capability building, and feedback-loop governance. Traditional service design often ends at the blueprint stage; we begin where design ends, embedding CX into everyday operations”, highlights Nana.
Also to note, CX Hub is the sole partner of the International Customer Experience Awards Platform across the Caucasus and Uzbekistan. The organization has been cultivating a learning ecosystem by collaborating with The CX Academy and The Belding Group, in providing internationally recognized certificates, skills and coaching programs for CX professionals.
Turning Customer Voices into Strategy
CX Hub utilizes scientific tools to measure the human experience to deliver the strategic Objective & Key Results (OKRs) and Key Performance Indicators (KPIs). The company utilizes the existing structured data (NPS, CSAT, CES) and unstructured data (complaints, reviews, open-ended feedback) to develop Voice of Customer ecosystems to help clients with issue clustering, emotional impact indexing, and customer loss risk mapping. This data-driven strategic plan will help the clients prioritize action based on real customer pain points. These insights will be utilized in building the OKRs and KPIs for the clients for strategic planning.
“We help clients develop Voice of Customer ecosystems that help leadership teams prioritize actions based on real customer pain points. These insights are then mapped to strategic OKRs or service KPIs and revisited in regular CX Governance Councils, which is an advisory structure we often help set up internally”, signifies Natia.
Embedding CX in Organizational Culture
Both founders believe that to regulate a customer-centric culture, a fundamental change in the organizational mindset is essential. Nana and Natia keeping customer-centric culture in their mind designed ‘The Serve Coaching Framework’. Under this designed framework, the firm tries to involve different hierarchies of organization in the practice of seeing, engaging, reflecting, validating, and empowerment of employee performance to align it with customer-centric values.
Our goal is clear: to become a global CX leader rooted in regional strength
CX Hub starts each project with Internal Service Diagnostics. Under the diagnostic, the company maps the policies, analyses the internal interactions of employees and utilizes effective tools to design a tailor-made culture activation program for the clients. Under this program, the clients can get expertise in aligning employee experience and performance metrics with customer-centric values.
“In addition to SERVE, CX Hub also works extensively with agile teams, helping them integrate CX into their fast-paced workflows. We incorporate sprint-aligned feedback loops, and customer empathy tools directly into agile ceremonies. This ensures that CX is not treated as a separate function, but as a guiding principle that shapes every iteration and team decision”, says Nana.
Vision for Global Impact
With successful operations in Georgia, CX Hub is focusing on its global expansion. Going forward, the company is focusing on driving economic operations and business sustainability by embedding customer-centricity as a national value. The company is planning to bring Asia and Europe together, where global standards and regional contribution can lead to the creation of an international CX landscape. The company has affiliated with the Customer Experience Professionals Association to extend its services across the globe. The leaders strongly believe in becoming a global CX leader rooted in regional strength.
Nana Akhobadze, Co-Founder
A certified CX Professional accredited by the CX Academy. Holding the MBA degree, Nana has 15+ years of experience in service operations and customer experience management. She is Co-founder at CX Hub, Service Culture Lead at TBC and Invited lecturer in one of the leading Georgian Universities.
Natia Jibladze, Co-Founder
A Certified CX Professional accredited by the CX Academy and holds PhD in Economics. Natia has 17+ Experience in Customer Experience Management, Strategy & Technological Transformation. She is Co-founder at CX Hub, CX Systems Lead at TBC and MIT MTC GLEEN Member.
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