The CX Live!

The CX Live! podcast is an interview-style show for briefing programs and meetings. Our goal is to be your dedicated channel for all things customer experiencer where we ask industry thought leaders the tough questions about building a world-class program. Each month we’ll explore a new topic or trend that impacts customer experience, employee engagement, digitization and more…We’re unfiltered. We’re authentic. We’re having a conversation… join in!

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The CX Live!

The CXLive! Episode 98: The Insight Flywheel: Making EBC Conversations Count in The Age of AI with Dmitry Risukhin

June 15, 2026

0:00 | 1:05:54

Our first episode of the summer is an 'insightful' conversation with Dmitry Risukhin, a builder of world-class executive engagement programs at companies including Microsoft, AWS, F5, and T-Mobile. Dmitry explains why, as AI, LLMs, and speech-to-text eliminate traditional barriers to capturing customer feedback, the true differentiator is contextual listening; understanding what matters, why it matters, and how to turn insights into action. He emphasizes that collecting feedback without routing it for action is simply filing, underscoring the need for closed-loop systems that drive accountability. Dmitry also explores why effective customer listening starts not with data, but with business leaders committed to acting on what customers say. Tune in as he shares the Insight Flywheel, the current state of customer listening, and where it's headed next.

Highlights

Recognizing the value of briefing conversations (Microsoft + McDonald’s example)
- Right insight reached the right person at the right time
Flywheel Introduction: more than collecting VOC
- Capture, synthesis, routing and back to the business
- Only works when all parts turn together
Amazon Flywheel Concept
- Solving problems with systems
F5 Aspire Manual System
- Early AI Adoption Scenarios
- Aspire: 3 weeks, 10 parallel tracks, 78 customer accounts, 90 partner accounts, 550+ attendees, 12 C-Level executives, 43 VPs and above
- 53 Ambassadors trained to listen in a specific way, understand context
- Results including 1407 insights that shaped product decisions
T-Mobile: Using Tech and AI, Gaps Remain
- BriefingSource, CoPilot, ChatGPT
- Aggregate, generate summaries and Insights Doc in BriefingSource field for retrieval
- 2 Gaps:
  - Briefing Managers curating AI processed insights not necessarily experts in the customers needs or T-Mobile solutions
  - No organizational mechanism to systematically act on what was captured
Honest framing: Listening competency remains scarce
- Knowing what to listen for, why it matters, discipline to close the loop
Future: Programs must solve the routing problem
- Ownership of insights collected, what decisions they are connected to, how does the loop close back to the customer
Advice for leaders starting fresh: measurement model first

Resources

Dmitry’s GACEP Aspire to Innovate Presentation
Amazon Flywheel Strategy
‘Crossing the Chasm’ by Geoffrey Moore
‘Good to Great’ by Jim Collins
BriefingSource - Retrieval platform
Qualtrics - F5 insight capture form

Guest Thought Leader

Dmitry Risukhin, a builder of world-class executive engagement programs across some of technology's most iconic companies, including Microsoft, AWS, F5, and T-Mobile. Find more at dmitryrisukhin.com

Dmitry is a customer engagement leader whose career has moved through three lanes of enterprise technology: writing code professionally since the age of 16, running enterprise IT, and building executive briefing programs.

A builder by nature, Dmitry combines strategic vision with operational execution, whether launching programs from scratch, securing capital for world-class facilities, or running self-hosted AI models in his home lab. Today he is focused on helping companies build the executive engagement infrastructure that accelerates enterprise technology adoption.