<p>Welcome to a new CX Update! In this episode: why do we use the scary word ‘frontline’ for such a happy place? Personal AI assistants could be the next big thing in CX, and Patagonia took the promise of lifetime guarantee to an amazing new level. Also, on a more personal note: my new book ‘Diamond in the Rough’, a how-to guide for customer culture, is coming out next week!</p>