International Women’s Day 2025: How CX leaders are accelerating action in the AI era

This year’s International Women’s Day theme is ‘Accelerate Action’. It’s a theme that customer experience (CX) leaders might be familiar with in an industry that is moving at lightning speed in this era of AI transformation. 

We thought it would be perfect timing to check in with some of our female CX leaders and CX expert friends to get their take on the theme of ‘Accelerate Action’ in this period of rapid change. They shared their words of wisdom on how they’re ‘accelerating action’ in their CX roles and their career journeys in the evolving tech space. 

Read on to discover their secrets to success and inspiring calls to action.

1. What does this year’s International Women’s Day theme, ‘Accelerate Action,’ mean to you regarding customer experience and leadership?

“To me, this year’s Women’s Day theme ‘Accelerate Action' means empowerment through service, leadership evolution, customer-centric innovation, and measurable impact.”

Shana Hafterson, Head of AMER ZCX Channel, Zoom

“‘Accelerate Action’ means driving growth for myself and those around me to succeed. It means everyone, regardless of gender, uniting to progress towards the same strategic goals and working to each other’s strengths to succeed.” 

Laura Ball, CX AI Lead EMEA, Zoom

“To me, ‘Accelerate Action’ means moving beyond speed but in the right direction—especially when it comes to workforce strategy, equity in leadership, and the evolution of CX. As women in CX, we have a unique opportunity to lead the charge in reshaping how organizations optimize their workforce, integrate AI responsibly, and create seamless customer experiences. It’s time to stop waiting for permission and start driving the change in the right direction.”

Juanita Coley, CEO & Founder,  Solid Rock Consulting

“Accelerate Action isn’t just a theme for me—it’s a mindset. It’s a call to move beyond conversations about change and actively make it happen. This applies to both customer experience and leadership. As women, we often carry the weight of expectations and feel overwhelmed by the challenges ahead. But that’s exactly why action is so critical.” 

Michelle Couture, Global Lead, CX Product Marketing, Zoom

2. What strategies have helped you make an impact as a woman leader in CX?

“To truly deliver great CX, there is one thing a business must do: put the customer first. You will never achieve your CX goals if you lose sight of the customer. Preserving that focus has helped me make an impact in my leadership journey in CX. When I work with customers, I always strive to listen, to really understand their challenges and what they are trying to achieve.”

Amy Roberge, Head of Global CX Solutions & Engineering, Zoom

“I have been fortunate enough to have learned how to make an impact as a Woman in Tech leader from others who have paved the way. Leadership is all about the people and cultivating a strong team culture that enables and rewards excellence. As a CX sales leader, I look at making an impact in two key areas: first, by helping my team be the best they can be and achieve their goals, and second, by making an impact on our customers and prospects and helping them achieve their CX transformation goals. Keeping these two core principles front and center has helped me stay focused on my leadership goals to make a larger impact in CX.”

Kristen Farris, Americas Enterprise CX Sales Lead, Zoom 

“One of my biggest strategies is open communication and cross-functional advocacy and communication.” 

Shana Hafterson, Head of AMER ZCX Channel, Zoom

“Being authentic and transparent in my direction and goals helps me bring those around me on the same journey. I believe that to be successful, you have to collaborate with those around you and utilize each others skills, as well as adapt to the situation you find yourself in. As Charles Darwin said ‘It is the long history of humankind (and animal-kind, too) that those who learned to collaborate and improvise most effectively have prevailed.”

Laura Ball, CX AI Lead EMEA, Zoom

“Several things come to mind:
1. Being unapologetically strategic – Early in my career, I realized that WFM wasn’t just a tool but a business strategy. Instead of just pressing buttons, I focused on aligning workforce processes with executive goals. That shift positioned me as a leader rather than just an operational function.

2. Owning my voice and visibility – As an introvert, I had to become comfortable with being uncomfortable. I built my brand by speaking at industry events, launching thought leadership content, and showing up confidently in spaces where women—especially Black women—were underrepresented.

3. Empowering others through education – I founded Solid Rock Consulting and wrote WFM: Go Beyond to ensure that the next generation of WFM and CX leaders had access to strategy, frameworks, and tools to excel.”

Juanita Coley, CEO & Founder,  Solid Rock Consulting

“Early on, I realized that waiting for permission to lead wasn’t an option. I’ve learned to confidently voice my ideas, challenge assumptions, and advocate for strategies that drive real customer and business impact. Representation matters, and showing up with conviction sets the tone for others to do the same.”  

Michelle Couture, Global Lead, CX Product Marketing, Zoom

“I believe one barrier to success is lack of information on what it takes to BE successful. Too often, the details of advancement are shrouded in secrecy. I have worked to be fully transparent as I work with others, hoping to take their careers to the next level. Often, understanding how to charge your services or what to ask for in your next salary review are the biggest unknowns. Wage transparency helps women elevate each other. The other strategy I have deployed is incorporating sponsorship into my thinking, not just support. Supporting other women can be like saying, “Good luck to you.” Sponsorship is putting your own reputation on the line to help other women grow their businesses or careers. Support is passive; sponsorship is active.”

Sheila McGee-Smith, President & Principal Analyst, McGee-Smith Analytics

3. As a CX leader, how do you balance technology and human connection in your own leadership approach?

“One of the things I love most about being an enterprise CX sales leader is the dynamic nature of our technology solutions and the tools we have at our fingertips. I view the technology as a robust foundation that enables us to have a stronger, better informed, and more thoughtful human connection with our teams as well as our customers.” 

Kristen Farris, Americas Enterprise CX Sales Lead, Zoom 

“As a CX leader, I balance technology and human connection by leveraging tools to stay connected with my team and streamline processes while prioritizing weekly individual meetings and consistent weekly team calls.”

Shana Hafterson, Head of AMER ZCX Channel, Zoom

"One of the things I love the most about the CX industry is that it is so human-centric. CX is all about making experiences for humans better. People are a business’s most valuable resource; I have made this a key cornerstone of my leadership approach. That said, technology has a tremendous role to play in helping people achieve their maximum potential while preventing burnout. It also helps empower better customer experiences. This year’s International Women’s Day theme is incredibly relevant to the intersection of humans and technology. It can help us in the workplace, deliver better CX, and drive us to create a world with more gender equality. It’s the combination of humans and technology that can come together and truly help us 'accelerate action'.” 

Amy Roberge, Head of Global CX Solutions & Engineering, Zoom

“I firmly believe that technology will never replace human connection—but should amplify it. In CX, AI, and automation are powerful tools, but they create friction instead of efficiency if used without strategy. My approach is: Use AI to alleviate, assist, and automate – I teach organizations my A3 Framework to ensure AI enhances the employee and customer experience, rather than creating robotic interactions. No matter how advanced CX technology becomes, employees still need mentorship, engagement, and empowerment. As a leader, I prioritize coaching, authentic connection, and making sure people feel seen and valued.” 

Juanita Coley, CEO & Founder,  Solid Rock Consulting

"Innovation moves fast, and in CX, we have to embrace change. But I believe in bringing people along for the journey—ensuring teams feel heard, valued, and empowered as we adopt new technologies. The best technology implementations succeed when employees and customers see them as enablers, not barriers."

Michelle Couture, Global Lead, CX Product Marketing, Zoom

4. What advice do you have for women looking to accelerate their careers in CX or tech?

“Build a network, have a plan, and learn how to self-reflect effectively (and honestly!). I have learned so much from many people in my career who I still maintain contact with and learn from today. They also provide great advice and support on how to progress my career.”

Laura Ball, CX AI Lead EMEA, Zoom

“Stay true to you and let your strengths shine along with partnering internally to learn and grow in areas of weakness.” 

Shana Hafterson, Head of AMER ZCX Channel, Zoom

“Don't let the perceived legacy of the CX industry hold you back. When I attended my first ever CX-related tradeshow, I was immediately intimidated as it felt like everyone in attendance had known each other for years, and I was an outsider. If I had let that feeling take hold, I would have missed out on what’s been an incredible ride so far in the CX industry. This industry is ripe for disruption, perhaps more than ever, and true disruption requires diverse perspectives and new ideas. I’d encourage any women out there with a passion for making the consumer experience better to lean in, challenge the status quo, and help us change the world of CX for the better!”

Amy Roberge, Head of Global CX Solutions & Engineering, Zoom

“I have a couple of pointers to share:
1. Master the business of CX: Don’t just know CX—understand how it impacts revenue, efficiency, and strategic growth. This will set you apart from those who only see it as customer service.

2. Position yourself as a thought leader: Speak on panels, write blogs, and share your expertise on LinkedIn. Visibility matters—people can’t promote you if they don’t know you exist.

3. Be data-driven, but give it context – Executives don’t respond to “we need better CX.” They react to metrics that tie CX to business goals. Learn how to tell a compelling CX story with numbers.

4. Create your own table: If opportunities aren’t being given to you, create them. Whether launching your own initiative, starting a podcast, or leading an internal task force, leaders make an impact before they get the title. Be Ok with being DIFFERENT.

5. Surround yourself with bold women: Your network will shape your success. Connect with women in CX and tech who are making moves and collaborate, not compete.”

Juanita Coley, CEO & Founder, Solid Rock Consulting

“Tech and CX are fast-moving industries, and challenges are inevitable. Rejections, setbacks, and imposter syndrome happen to everyone. The key is learning from each experience, adapting, and accelerating forward. Whether in a meeting, presenting a strategy, or advocating for a promotion, trust your expertise and make your voice heard. Visibility matters.”

Michelle Couture, Global Lead, CX Product Marketing, Zoom

5. What’s the most valuable lesson you've learned about leadership and action?

“Nobody else is going to act on your behalf. People will champion and support your development, but the acceleration comes from you taking ownership of the action.”

Laura Ball, CX AI Lead EMEA, Zoom

“I am always learning new lessons; a valuable leadership lesson is never to stop learning! Another important lesson is that action and leadership go hand in hand. If you are going to dare to lead, you have to dare to act as well. Both leadership and taking action can require vulnerability and operating without all of the answers, but you can’t let those things paralyze you. Studies show that the greatest regret often comes from inaction versus action, so never be afraid to act.”

Amy Roberge, Head of Global CX Solutions & Engineering, Zoom

“A few things:
1. Clarity and confidence move the needle: The biggest lesson I’ve learned is that leadership isn’t just about having great ideas but executing with clarity and confidence. You don’t have to have everything figured out, but you have to move with conviction.

2. Your perspective is valuable: There have been times in my career when I was the only woman, the only person of color, or the youngest voice in the room. I used to question whether I should speak up, but I learned that the moment I owned my expertise, my voice became my greatest asset.

3. Action beats perfection every time: Too many people sit on the sidelines waiting for the perfect moment, the perfect opportunity, the perfect plan. The truth? The leaders who drive change aren’t perfect—they’re just willing to move forward.”  

Juanita Coley, CEO & Founder,  Solid Rock Consulting

“The most important lesson I have learned is to take action and utilize tools and technology to keep your entire team in the “know” while prioritizing feedback and key success stories.”

Shana Hafterson, Head of AMER ZCX Channel, Zoom

“As a leader, I’ve realized that action—imperfect, iterative, and sometimes uncomfortable—is what drives real change. Whether it’s making a tough business decision or championing a new initiative, momentum matters more than perfection. Because leadership isn’t about waiting—it’s about making things happen.” 

Michelle Couture, Global Lead, CX Product Marketing, Zoom

We hope these golden nuggets of wisdom from our CX leaders and CX expert friends are helpful and you feel as inspired as we do. Happy International Women’s Day!

Hear more from Amy Roberge, head of global CX solutions at Zoom, in her conversation with Robin Gareiss CEO and principal strategist at Metrigy. They discuss ways you can lead AI transformation at your organization by making your employees and customers the focus.