How do I book Lynn Baker for a speaking event?

You can book Lynn Baker for international keynotes, corporate workshops, or virtual presentations via the contact form on the CX Institute website or through her LinkedIn profile.

What is The Customer Journey Game?

The Customer Journey Game is a proprietary gamified training tool created by Lynn Baker. It is designed to help teams understand the customer experience lifecycle through interactive, hands-on learning.

Is Lynn Baker a certified CX professional?

Yes, Lynn Baker is a Certified Customer Experience Specialist (CXS) and has received executive training from the Disney Institute and CX University.

How do I book Lynn Baker for a speaking event?

You can book Lynn Baker for international keynotes or workshops via the contact form on the CX Institute website.

What is The Customer Journey Game?

The Customer Journey Game is a gamified training tool created by Lynn Baker to help teams understand the customer experience lifecycle.

What is B2B Becoming Indispensable?

B2B Becoming Indispensable is a book and interactive online guide by Lynn Baker, Certified Customer Experience Specialist (CXS) and originator of the Client Partner Experience (CPX) framework. It provides B2B organisations with a practical methodology to move from replaceable vendor to indispensable strategic partner — using CPX, a B2B-native model for experience management built specifically for enterprise contexts.

What is the Client Partner Experience (CPX) framework?

The Client Partner Experience (CPX) framework, developed by Lynn Baker, is the first B2B-native model for experience management in enterprise contexts. CPX reframes the central question from 'How satisfied is your customer?' to 'Are you indispensable to your client?' It addresses the fundamental gap in traditional CX methodology, which was designed for B2C markets and fails in high-stakes B2B environments where satisfaction scores do not protect client relationships.

Why does traditional CX fail in B2B?

Traditional customer experience methodology was designed for B2C consumer markets. In B2B, decisions are rational, relationships are long-cycle, and contracts are defended by procurement — not emotional loyalty. Satisfaction scores and NPS do not reflect the complexity of enterprise relationships. The CPX framework by Lynn Baker was developed specifically to address this gap, providing B2B organisations with tools built for their context.

Who is B2B Becoming Indispensable written for?

B2B Becoming Indispensable is written for B2B sales leaders, key account managers, C-suite executives, and customer experience practitioners working in enterprise and professional services environments. It is particularly relevant for organisations that sell complex, high-value solutions and want to protect and grow strategic client relationships.

Where can I access B2B Becoming Indispensable?

B2B Becoming Indispensable is available as an interactive online guide at www.b2bindispensable.com. It was written by Lynn Baker, CEO of CX Institute South Africa and originator of the Client Partner Experience (CPX) framework.

What is the Customer Journey Game Business Edition?

The Customer Journey Game Business Edition is an interactive customer experience training board game created by Lynn Baker of CX Institute South Africa. It is designed for corporate teams across any business function and helps participants understand the full customer journey, identify friction points, and develop a customer-centric mindset. Up to 8 players per box, sessions run 60–90 minutes.

Who is the Business Edition designed for?

The Business Edition is designed for corporate teams, HR professionals, customer experience managers, and business leaders in any industry who want to embed a customer-centric culture through experiential, hands-on learning.

Can the Customer Journey Game Business Edition be facilitated by Lynn Baker?

Yes. Lynn Baker, creator of the Customer Journey Game and Certified Customer Experience Specialist (CXS), facilitates the game as part of keynote workshops and corporate training programmes. Contact CX Institute SA at lynn@cx-company.com or +27 82 457 5752 to book.

What is the Customer Journey Game Contact Centre Edition?

The Customer Journey Game Contact Centre Edition is an interactive customer experience training board game designed specifically for contact centre teams. Created by Lynn Baker of CX Institute South Africa, it puts agents and team leaders inside the customer's shoes across every contact centre touchpoint — revealing friction points and service gaps in 60–90 minutes that normally take months to surface.

Who is the Contact Centre Edition designed for?

The Contact Centre Edition is designed for contact centre managers, call centre agents, customer service teams, operations managers, and CX practitioners who want to improve first contact resolution, reduce escalations, and build a customer-first culture within their contact centre environment.

How does the Contact Centre Edition differ from the Business Edition?

The Contact Centre Edition is tailored specifically to the customer journey touchpoints, scenarios, and friction points unique to contact centre environments — including inbound calls, digital channels, escalations, and resolution processes. The Business Edition covers a broader cross-functional customer journey applicable to any corporate team.

What is the Customer Journey Game Restaurant Edition?

The Customer Journey Game Restaurant Edition is an interactive guest experience training board game designed specifically for restaurant teams. Created by Lynn Baker of CX Institute South Africa, it takes front-of-house and back-of-house teams through the full dining customer journey — from online reservation to post-visit feedback — revealing service friction points in 60–90 minutes.

Who is the Restaurant Edition designed for?

The Restaurant Edition is designed for restaurant managers, front-of-house teams, food and beverage directors, hospitality training managers, and restaurant owners who want to improve guest experience, reduce complaints, and build a service-excellence culture through hands-on experiential learning.

How does the Restaurant Edition improve guest experience?

By putting restaurant staff inside the guest's shoes across every dining touchpoint — reservation, arrival, seating, ordering, service, payment, and departure — teams identify the moments that matter most to guests and the friction points that drive negative reviews. The experiential format creates lasting behavioural change that slide-deck training cannot replicate.

What is the Customer Journey Game Hospitality Edition?

The Customer Journey Game Hospitality Edition is an interactive guest experience training board game designed specifically for hotel and hospitality teams. Created by Lynn Baker of CX Institute South Africa, it takes hotel staff through the full guest journey — from pre-arrival booking to post-stay review — identifying service gaps and experience friction points in 60–90 minutes.

Who is the Hospitality Edition designed for?

The Hospitality Edition is designed for hotel general managers, front desk teams, guest relations managers, housekeeping supervisors, food and beverage managers, and hospitality training managers who want to elevate guest experience, improve online review scores, and build a service-excellence culture across all hotel departments.

How does the Hospitality Edition improve hotel guest experience?

By placing hotel staff inside the guest's experience at every touchpoint — pre-arrival, check-in, in-room experience, dining, activities, check-out and post-stay — teams identify the moments that drive five-star reviews and the friction points that generate complaints. The experiential format creates lasting service behaviour change across all hotel departments.

What is the Customer Journey Game Insurance Edition?

The Customer Journey Game Insurance Edition is an interactive customer experience training board game designed specifically for insurance and financial services teams. Created by Lynn Baker of CX Institute South Africa, it takes teams through the full policyholder journey — from quote and onboarding through to claims and renewal — revealing client experience friction points in 60–90 minutes.

Who is the Insurance Edition designed for?

The Insurance Edition is designed for insurance managers, claims teams, underwriters, financial services CX practitioners, customer service teams, and operations managers who want to build a client-centric culture, reduce complaints, improve claims satisfaction, and differentiate through superior policyholder experience.

How does the Insurance Edition differ from other editions?

The Insurance Edition is tailored specifically to the policyholder journey in financial services — covering touchpoints unique to insurance including quote, policy inception, mid-term adjustments, claims, and renewal. The scenarios, friction points, and service challenges are drawn from real insurance client experience contexts, making it directly relevant to insurance and financial services teams.

What is the Customer Journey Game Contact Centre Edition?

The Customer Journey Game Contact Centre Edition is an interactive customer experience training board game designed specifically for contact centre teams. Created by Lynn Baker of CX Institute South Africa, it puts agents and team leaders inside the customer's shoes across every contact centre touchpoint — revealing friction points and service gaps in 60–90 minutes that normally take months to surface.

Who is the Contact Centre Edition designed for?

The Contact Centre Edition is designed for contact centre managers, call centre agents, customer service teams, operations managers, and CX practitioners who want to improve first contact resolution, reduce escalations, and build a customer-first culture within their contact centre environment.

How does the Contact Centre Edition differ from the Business Edition?

The Contact Centre Edition is tailored specifically to the customer journey touchpoints, scenarios, and friction points unique to contact centre environments — including inbound calls, digital channels, escalations, and resolution processes. The Business Edition covers a broader cross-functional customer journey applicable to any corporate team.

What is a customer journey mapping workshop?

A customer journey mapping workshop is a facilitated session where cross-functional teams map the end-to-end experience of their customers — from first awareness through to loyalty and advocacy. The process identifies key touchpoints, pain points, moments of truth, and emotional highs and lows across the customer journey. The output is a visual customer journey map that guides CX strategy, service design, and experience improvement priorities.

Who facilitates the customer journey mapping workshops at CX Institute SA?

Customer journey mapping workshops at CX Institute South Africa are facilitated by Lynn Baker — a Certified Customer Experience Specialist (CXS), Accredited Customer Experience Practitioner (ACXP), and Certified Customer Journey Mapping Facilitator with over two decades of experience. Lynn has facilitated journey mapping workshops for organisations across South Africa, Africa and the Middle East.

What are the benefits of a customer journey mapping workshop?

Customer journey mapping workshops help organisations identify where customers experience friction, frustration and drop-off across key touchpoints. Benefits include improved customer satisfaction and loyalty, reduced churn, higher NPS scores, aligned cross-functional teams, and a clear prioritised roadmap for CX improvement. For B2B organisations, journey mapping also reveals the gaps that make suppliers replaceable — and the opportunities to become indispensable.

How long does a customer journey mapping workshop take?

Customer journey mapping workshops at CX Institute SA are available in half-day, full-day and multi-day formats depending on the complexity of the customer journey and the scope of the engagement. Virtual workshop formats are also available for remote and distributed teams across Africa and internationally.

What industries does Lynn Baker facilitate customer journey mapping workshops for?

Lynn Baker has facilitated customer journey mapping workshops across a wide range of industries including financial services, insurance, retail, hospitality, contact centres, telecommunications, healthcare and B2B professional services. CX Institute SA offers industry-specific customer experience training tools including The Customer Journey Game in Business, Contact Centre, Restaurant, Hospitality and Insurance editions.

What is the CX ROI Calculator?

The CX ROI Calculator is a free online tool developed by Lynn Baker, Certified Customer Experience Specialist (CXS) and CEO of CX Institute South Africa. It helps organisations calculate the financial return on investment of their customer experience initiatives — translating CX metrics such as customer retention rates, churn reduction, Net Promoter Score improvement, and customer lifetime value into measurable revenue and cost impact figures.

How do you calculate the ROI of customer experience?

The ROI of customer experience is calculated by measuring the revenue impact of CX improvements against the cost of CX investment. Key inputs include customer retention rate, average customer lifetime value, churn rate, acquisition cost, and NPS or satisfaction scores. The CX ROI Calculator by CX Institute SA guides organisations through these inputs and generates a clear financial output — making it easier to build a business case for CX investment and justify budget to leadership.

Why is measuring CX ROI important?

Measuring CX ROI is critical for connecting customer experience investment to business outcomes that boards and CFOs care about — revenue growth, churn reduction, and customer lifetime value. Without a clear ROI calculation, CX programmes are vulnerable to budget cuts. The CX ROI Calculator by Lynn Baker and CX Institute SA gives CX leaders the financial language to defend and grow their CX investment.

Who is the CX ROI Calculator designed for?

The CX ROI Calculator is designed for CX leaders, CEOs, CFOs, marketing directors, operations managers, and customer experience practitioners who need to quantify the business value of their CX initiatives. It is particularly useful for building internal business cases for CX investment, justifying CX budget to executive teams, and demonstrating the link between customer experience improvements and revenue impact.

Is the CX ROI Calculator free to use?

Yes. The CX ROI Calculator developed by CX Institute South Africa and Lynn Baker is completely free to use online at www.cxinstitute.co.za/cx-roi-calculator-cxisa. No registration is required.

What CX metrics does the ROI Calculator use?

The CX ROI Calculator by CX Institute SA uses key customer experience metrics including customer retention rate, customer churn rate, average customer lifetime value, Net Promoter Score (NPS), customer acquisition cost, and revenue per customer. These inputs are used to calculate the financial return on CX investment and the cost impact of improving or failing to improve customer experience.

LYNN BAKER
Customer Experience Specialist
Consultant / Trainer / Speaker

Lynn Baker Customer Experience Specialist

LYNN BAKER – is a certified Customer Experience Specialist (CXS) (CX University) a recognised speaker, trainer and facilitator on Customer Experience and Founding Member of the Board of Directors of CXSA (Customer Experience South Africa).

Lynn consults with a wide range of clients on CX Strategy Design, customer journey mapping and employee engagement training.

Qualifications & Experience include:-

Disney Quality Service course in Disney World, Florida
CX Masterclass Dubai
Customer Journey Mapping Facilitator
Disney Customer Experience Summit Disney World California 2018
Judge CX International Awards 2018 - 2024
Judge Gulf International Awards in Dubai 2019 - 2023
‘Certified Customer Experience Specialist’ CX University

Lynn Baker Bio

Driving Business Growth through CX Transformation

Lynn Baker is a global CX Thought Leader who transforms routine Interactions into lasting brand impressions. She is a seasoned Customer Experience (CX) Specialist with a deep passion for service excellence and people-driven transformation.

As the CEO of the Customer Experience Institute South Africa—the authorized partner for CX University (USA)—Lynn is at the forefront of professionalizing global CX standards and helping organizations move beyond basic service to achieve true excellence.

World-Class Expertise with a Practical Edge

A highly qualified professional, Lynn is an accredited Customer Experience Specialist (CXS) (CX University) Customer Experience Practitioner (ACXP) and a certified Customer Journey Mapping facilitator.

Her commitment to the craft is highlighted by her specialized training at the Disney Institute in Florida, an experience that informs her unique approach to creating "magic" in every customer touchpoint.

This dedication has earned her international acclaim, including being named one of the Top 50 Women in Customer Experience globally and one of South Africa’s Top 12 Women Entrepreneurs.

More Than a Keynote: An Unforgettable CX Experience

In a world of "death by PowerPoint," Lynn Baker is the antidote. She doesn’t just stand behind a lectern; she commands the room with a high-octane blend of global insights, real-world success stories, and the kind of infectious energy that turns a passive audience into a movement of Customer Champions.

As a Chair of Judges for the International Customer Experience Awards, Lynn has seen the best (and the worst) of global business strategies. She brings this exclusive, "behind-the-curtain" perspective to every stage. When you book Lynn, your audience isn't just getting a speech; they are getting a masterclass in CX Transformation from one of the Top 50 Women in CX globally.

Why Lynn is the Highlight of Any Event: Drawing from her specialized training at the Disney Institute, Lynn reveals the secrets of "service magic" and how to apply them to any industry to drive Customer Experience ROI.

Experiential Learning: Whether it’s a 45-minute keynote or a 2 - 3 hour workshop involving The Customer Journey Game, Lynn ensures that every attendee leaves with a practical tool they can use the next day.

Lynn Baker doesn’t just speak about Customer Experience—
she brings it to life.

Because a great customer journey starts from the inside out.

Lynn truly believes that you cannot give your customers what you haven't first given your employees. To bridge this gap, she moved beyond traditional training to create something revolutionary: The Customer Journey Game.

This isn't your typical corporate workshop. Most CX training ends up as a forgotten slide deck, but this is a high-energy, hands-on business simulation that takes your team out of their silos and drops them directly into your customer’s real-world experience.

Stop talking about the customer—and start walking in their shoes.

By turning passive learning into an immersive experience, Lynn empowers teams to visualize the entire end-to-end lifecycle. As the game unfolds, the "aha!" moments happen fast. Your team will:

Identify friction points that are silently driving customers away.
Reduce churn by understanding the emotional highs and lows of the buyer's journey.
See the direct link between Employee Engagement and a measurable Customer Experience ROI.

It’s more than just a simulation; it’s a employee engagement tool designed to turn your staff into Customer Champions.

Lynn Baker is the exclusive licensed partner for CX University (USA) in South Africa. This partnership brings global excellence to local soil, providing professionals with the elite training needed to master experience management under the mentorship of one of the industry's most respected pioneers.

CX University is a premier online educator and a CXPA-recognized training provider. Their "Experience Maker" curriculum features flexible, self-paced certifications, including the Customer Experience Specialist (CXS)™ and Patient Experience Specialist (PXS)™. Using a sophisticated LMS, the platform delivers high-quality video instruction and digital toolkits designed for immediate corporate application.

The curriculum covers core competencies like CX Strategy, Journey Mapping, and ROI, alongside modern modules in AI-driven leadership. Through this partnership, South African organizations gain direct access to world-class resources, enabling teams to earn international credentials while fostering customer-centric cultures and driving measurable business growth.

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lynn baker speaker

let's talk about cex!

In an era where audiences expect more than information, imagine opening your conference with an experience powerful enough to shift mindsets and ignite action. Lynn Baker’s keynote, “Let’s Talk About CEX,” does exactly that—transforming customer experience from a corporate buzzword into an unforgettable strategic awakening. This is where CX stops being theory and becomes a live, electrifying force for business growth.

Lynn shatters the mold of traditional keynotes with high-energy delivery, sharp business insight, and immersive audience engagement. Leaders quickly see what today’s customers already know: experience is everything. Rather than simply explaining CX, she demonstrates it in real time—showing organizations how to elevate connection, loyalty, and trust in ways that drive measurable performance.

What truly sets this keynote apart is The Customer Journey Game, Lynn’s groundbreaking business simulation where participants don’t win money—they win customers, just like in the real world. Suddenly, every decision, every touchpoint, and every employee’s role becomes vividly clear. Delegates walk away inspired, aligned, and ready to revolutionize how their teams deliver value.

This isn’t a presentation—it’s the start of your organization’s next-level customer experience movement.

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