The Global Voice of CX
Dennis
Wakabayashi
Helping people and systems
understand each other at scale.
Customers want to feel understood and know what happens next. Dennis helps leaders read what people believe, reduce unnecessary effort and build experiences people can trust.
Author of Shrink to Human. Founder and Chairman of the Global CX Alliance. Principal researcher behind ATLAS³ and principal of Brave Ah!
Read Shrink to Human free (PDF, 44 MB)
Start University lesson 1
Explore the Alliance community
Trust is the new GDP.
23 October 2026
Millions
Conversations scanned
monthly by Atlas³
Global
Practice spanning
most continents
The advisory practice
Understand what people believe. Decide what to improve.
Dennis works with leaders who need to understand what customers believe and what their organizations can improve. ATLAS³ adds evidence from public conversations, search questions and AI answers to the information teams already collect. Dennis helps turn that evidence into decisions.
His client work has included FedEx, McDonald’s, AT&T and Intuit. His practice spans brands, governments, consultancies, agencies and professional communities.
Atlas³. The Global CX Alliance. Brave Ah!
Shrink to Human explains the premise: people form belief before organizations see the outcome. ATLAS³ helps read that evidence. The Global CX Alliance connects people who want to strengthen and share the practice. Brave Ah! helps organizations plan and deliver the work.
Start with the help you need: a lesson, a peer community, a closer look at the evidence or a conversation about a piece of work.
Atlas³
Millions of conversations. Fourteen
measures. 100+ languages.
Atlas³ scans millions of topic conversations, topic clusters, and belief patterns every month. It reads what people say when they are not being asked, across reviews, forums, social platforms, app store feedback, and AI-assisted discovery responses in more than 100 languages.
What comes back is a reading of trust, momentum, and switching risk in the language customers actually use.
Who uses it
Brands and governments
Know where public trust and belief are moving before it moves revenue or policy.
Leading consultancies
Add customer language and public evidence to the research and operating information your advisory work already uses.
Advertising and marketing agencies
Understand why belief shifts before and after campaigns, and which messages are earning trust.
Special interest groups
Read public confidence and credibility across issues, regions, and language communities.
Global CX Alliance
A shared practice. Peers who understand the work. A path forward.
The Global CX Alliance welcomes people learning CX, practitioners building their careers and leaders improving organizations. Seven disciplines give people language for the work they do and a way to learn from one another.
Dennis is the founding Chairman. Community participation, learning, credentials and Fellowship each have their own purpose. Credentials recognize demonstrated practice. Fellowship recognizes sustained contribution.
What the Alliance offers
Seven CX Archetypes
Find language for the way you work through the free archetype assessment. Assessment results are a starting point for learning.
Learning and community
Find peers across disciplines, markets and career stages. Explore learning and membership options, with separate requirements for credentials and Fellowship.
CX Hall of Fame
Explore recognition for practitioners and organizations, the dated ranking editions and the published evidence method.
CX Summit Lisbon 2026 archive
Past event: 16–18 June 2026, Nova School of Business and Economics. Revisit the book and Alliance launch through the channel's recordings.
Brave Ah!
Research, planning and production built around the people you serve.
Brave Ah! begins by listening to customers and the people considering a brand. The evidence informs the plan, the content and the work delivered each month.
Start with research, a defined project or a conversation about what you need. Scope, deliverables and approval steps are agreed before work begins.
Services
Market Research and Intelligence
Understand customer language, comparisons and the evidence behind a decision.
Content Strategy and Creation
Turn what customers need to understand into useful articles, conversations and videos.
Communications Planning
Connect the message, the channel and the next step to the person receiving them.
AI Visibility and GEO Optimization
Examine how AI answers explain a brand and whether current public proof supports that explanation.
Performance Measurement and Reporting
Review progress against agreed goals alongside customer and employee evidence.
The content platform
Learn from the work.
Bring it into your own.
Explore practitioner conversations, the University lessons and writing about customer experience. Choose the question you are working through and take something useful back to your team.
The channel showed 633K subscribers on 23 October 2026. That is a YouTube account count, rather than a measure of podcast listeners or unique people across channels.
Shows
CX in the Wild
Conversations with practitioners about the people, decisions and operating conditions behind customer experience. Recording dates and guest roles retain their original context.
Customer Service University
Twelve public lessons on quality monitoring, customer listening, coaching and service leadership. Begin with the first lesson or choose a topic.
The Experience Report
Explore the Alliance's writing and sample report, and review its subscription options.
Also by Dennis
Long Live CX
Co-authored with Camila Ferreira. A practitioner’s case for running customer experience as the measure of how well an organization keeps its promises. Written for leaders who already believe it matters and want the language to prove it.
READ THE BOOK · 2026
Shrink to Human
People form trust before a company can measure it. Shrink to Human follows the customer, employee and leader inside systems built for scale, and gives the work a practical language.
Explore Reputation, Reach and Relationships alongside Economic, Efficient, Emotional and Empathetic experience. By Dennis Wakabayashi, with contributions from Ladislau Batalha, Gregório Uglioni, Camila Ferreira and Cristiani Oliveira.
Read the free digital edition (PDF, 44 MB)
Buy a printed copy on Amazon
Digital access does not require a contact-form submission.