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Telco · Banking · Retail · Technology

CX Catalyst designs the whole system —
research to decision —
and makes it work.

Blake James

Better research won't fix a broken action system. A better action system won't fix weak research. I've spent 20 years building both, inside some of the world's most demanding brands.

Start a ConversationDiscover what your existing customer evidence is ready to do.See the proof points
Blake, Founder of CX Catalyst
Blake
Founder & Principal, CX Catalyst
Experience insideWorld-Class Brands

“I've worked directly with Blake on the design and implementation of a holistic NPS and customer experience program. I've seen the real impact he's had across the business.”

Head of RetailGlobal Technology Brand
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What we do

Research, insight and CX systems designed to drive action.

See how we work →
How we engageTwo engagement paths.
Path 01FoundationsRe-ignite or establish your CX and Research programs.The right methods and listening posts, accurate impact sizing, intelligence beyond surveys — and teams freed to focus on what moves the needle.Path 02TransformationRe-design the operating system, enterprise-wide.Clear goals and ROI, enterprise-wide ownership, aligned metrics, governance and rhythm — with AI to unlock scale and speed.
Key capabilities
Research & VoCOmni-Channel SignalsOperating RhythmExecutive ActionCommercial OutcomesCX Financial LinkAI AnalyticsCX StrategyImpact ModellingMetric Selection
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Case studies

Repeated results, inside highly complex organisations.

Commercial CX transformationMoving brand NPS ahead of forecast.See the proof →NPS & episode improvementWhen one episode fix spread company-wide.See the proof →Insight scale & operating modelEnding analysis paralysis with AI.See the proof →
View all case studies →
Leadership
Blake James, Founder and Principal Consultant of CX Catalyst
Blake JamesFounder & Principal Consultant
Leadership

Founder-led expertise across research, insight and CX transformation.

Experience shaped inside
nbn·Apple·Samsung·Telstra·TSB Bank
Meet the founder →

“Most organisations have plenty of data. Very few have clarity on what to do next. That's the gap I close.”

— Blake James
Book a call

Insights from inside the world's most demanding brands.

Turn customer evidence into commercial action — faster.

Book a 30-Min Discovery CallMeet us to discuss how we can help.
CX Catalyst

Customer insight. Commercial action.

in Connect with Blake on LinkedIn
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ABN 86 520 521 989
What we do

The paramount problem is rarely the data. It's what happens next.

CX Catalyst is a full service CX & Research consultancy, leveraging 20+ years of success inside some of the world's most respected Brands.

Where it breaks down
Insight lands, but nothing moves.The research is good. The readout happens. Then the next quarter looks exactly like the last one.
Everyone has the data. No one owns the response.VoC and NPS exist, but accountability for acting on them sits nowhere in particular.
Analysis paralysis flywheel.Dashboards multiply, decks get presented, and research gets mistaken for movement.

The work is closing that gap — connecting customer evidence to the governance, rhythm and decisions that actually change what the business does, supported by high quality research.

How we engage

Two engagement paths

Path 01FoundationsRe-ignite or establish your CX and Research programs.
  1. Establish the correct research methods and listening posts.
  2. Set up your research framework and analysis to enable impact sizing of customer feedback.
  3. Intelligence beyond surveys — establish omni-channel listening posts to capture the complete picture.
  4. Democratise core insight: enable research and CX teams to focus on strategic levers that move the needle while removing analysis fatigue.
Path 02TransformationRe-design the operating system, enterprise-wide.
  1. Clear articulation of goals and expected return on investment.
  2. Buy-in and ownership — top-down and enterprise-wide.
  3. Listening posts, research and metrics aligned to the customer base and company strategy.
  4. Targets, deliberate scope of initiatives and Board ready glide-path.
  5. An operating model with specific governance, rhythm and accountability.
  6. AI democratisation — acceleration to unlock scale and speed.

Most engagements start with the system. But the foundations have to be sound — and I've spent 20 years building them from the ground up to influence change. Whether you need your Research or CX system designed for maximum impact, or a single layer rebuilt, I have battle-tested results inside some of Australia's most complex organisations.

Capability

Full-spectrum capability across the research and CX system

Research & Insight
  • Qualitative research
  • Quantitative research
  • Survey & questionnaire design
  • Research strategy
  • Statistical modelling
  • AI analytics
  • Metrics review
Voice of Customer & Measurement
  • VoC program design
  • NPS systems
  • NPS / CSAT rollout
  • Omni-channel signals
  • Close-loop systems
  • Metric selection
CX Strategy & Design
  • CX strategy
  • CX design
  • CX operating models
  • Operational & customer integration
  • Value of CX modelling
Transformation & Enablement
  • CX transformation
  • Research transformation
  • Insights-to-action strategy
  • Democratising research

The goal is an operating system, with crafted research component parts that all work together — making the "now what" impossible to ignore.

Book a Call
CX Catalyst

Customer insight. Commercial action.

in Connect with Blake on LinkedIn
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ABN 86 520 521 989
Case studies

“Depth in customer research and the ability to translate complex performance insights into clear strategic direction is unmatched.”

Product & Pricing LeadLarge Telecommunications Company
Commercial CX transformation+$50.48mModelled Year 1 revenue potential, Brand NPS moved at 2.2x the forecast rate.Read case study →NPS & episode improvement+35Episode NPS lifted by connecting root cause to action.Read case study →Insight scale & operating model90%Insight scaled with AI, ending the analysis paralysis.Read case study →
Commercial CX transformation Case Study 01

Designing the system that moved Brand NPS at 2.2x the forecast rate.

The Board wanted to implement NPS and lift Brand NPS 18 points — from −7 to +11 — over five years. CX Catalyst designed the system that delivered 8 of those points in just the first 12 months: 2.2x the rate of increase in the original forecast curve.

Commercial outcome+$50.48mModelled Year 1 revenue potential, Brand NPS moved at 2.2x the forecast rate.
How the transformation worked
DesignGarnered Board consensus and designed an operating model that tied the organisation's divisions together at the highest level.
OperationaliseBuilt the systems, tools and human capital to co-ordinate the insights-to-action process at the operating level.
Embed & ReinforceHaving developed the mental model that converted complex NPS drivers into a framework everyone could understand, formal training and self-serve tools embedded customer centricity. Parallel research uncovered accelerator opportunities.

The dramatic result wasn't one single factor (although each factor can be quantified) — it was a co-ordinated, formally managed project that systematically revamped the organisation's insights, systems, cadence, accountability and awareness over an eight-month period. It laid the foundation and the evidence for future success: everyone could see the system work and wanted to play their part.

NPS & episode improvement Case Study 02

Lifting episode NPS by connecting root cause to action.

In a complex organisation, CX was seen to be delivered through reporting and steering committees. By linking operational data to prove root cause, and demonstrating this Episode failure was not only impacting the Episode, but the company's entire customer base — executives paid attention.

Experience outcome+35Episode NPS point improvement in six months, after the organisations Wi-Fi modem approach was completely overhauled, driven by compelling insight.
How the shift happened
DiagnoseSeparated the real root cause from the noise.
FrameLinked customer pain points directly to an upstream supplier, and then demonstrated the far reaching impacts, removing friction from the decision to act.
New GameThe teams running the steering committees used the success to reframe what to focus on next, repeating the winning methodology for other addressable issues.

The result came from connecting customer root cause, commercial opportunity and executive action — a co-ordinated response driven by detailed analysis and compelling, clear insight.

Insight scale & operating model Case Study 03

Scaling insight with AI and ending the analysis paralysis.

Insight demand had outgrown the research team. Positioned as the organisation's data service desk, they were flooded with analysis requests — and meetings became a queue of "give me this cut, this segment, this hypothesis" that rarely reached action. The opportunity was to put insight in the hands of the business, without losing rigour.

Operating model outcome90%Reduction in high-volume operational insight bottlenecks, by pairing AI-enabled analysis with a trained enterprise expert network.
How the model worked
Make AI legibleTurned AI-analysed customer verbatim into themes that were believable, linked to real proof, and specific enough to act on — far more complex than a typical dashboard.
Democratise with controlGave a specially designed NPS Expert network deeper self-serve access, with guardrails so non-experts interpreted the data correctly.
Free the expertsThe NPS Experts, representing Enterprise divisions, handled day-to-day questions, freeing the research team for complex strategic insight.

The analysis paralysis disappeared. The people making the most noise suddenly had the control they wanted, the business answered around 90% of its own operational questions, and the research team — previously flooded and drowning in requests — was finally freed to focus on the complex strategic insight that drives real decisions and change.

CX Catalyst

Customer insight. Commercial action.

in Connect with Blake on LinkedIn
© CX Catalyst · Australia · Privacy Policy
ABN 86 520 521 989
Blake James, Founder and Principal Consultant of CX Catalyst
Blake JamesFounder & Principal Consultant
Leadership

Founder-led expertise across research, insight and CX transformation.

CX Catalyst is led by Blake James. For 20+ years, across five of the most demanding brands in their categories, Blake has been the person who builds the Voice of Customer, NPS and CX systems — and makes them move commercial metrics. Not a theorist; the operator who has done it, repeatedly, inside complex organisations.

20+ yearsHands-on experience across customer experience, research and enterprise insight.
  • Led CX transformation programs at enterprise scale — Samsung and nbn among them.
  • Builds research programs, CX operating models, inescapable metrics and insights, and board-ready narratives that drive decisions.
  • A repeated, measurable track record of moving both customer and commercial metrics across different industries.
Two decades inside
nbn·Samsung·Telstra·TSB Bank·Apple

Blake's proprietary methods and experience scale across industries.

CX Catalyst exists for one reason: to be the catalyst between evidence and action — helping organisations turn customer insight into decisions they can confidently act on.

Book a Call
CX Catalyst

Customer insight. Commercial action.

in Connect with Blake on LinkedIn
© CX Catalyst · Australia · Privacy Policy
ABN 86 520 521 989
Blake James, Founder & Principal Consultant of CX Catalyst
Blake JamesFounder & Principal Consultant

20+ years building Voice of Customer, NPS and CX transformation programs across nbn, Samsung, Telstra and Apple.

Proven impact
+$50.48mModelled Year 1 revenue potential following CX Transformation.
+35Episode NPS points in six months.
90%Fewer insight bottlenecks at scale.

“Blake has changed the way our organisation operates through his deep understanding of people, process and systems.”

Product LeadGlobal technology company

Book a discovery call to discuss where customer evidence, research, executive reporting or operating rhythm could be working harder for your organisation.

Book a Discovery Call
Connect on LinkedIn
CX Catalyst

Customer insight. Commercial action.

in Connect with Blake on LinkedIn
© CX Catalyst · Australia · Privacy Policy
ABN 86 520 521 989

Privacy Policy for CX Catalyst

Last Updated: 19 July 2026

1. Introduction and Scope

CX Catalyst ("we," "us," or "our") is committed to protecting the privacy and security of the personal information we collect and handle. This policy explains how we manage personal information in accordance with the Privacy Act 1988 (Cth) and the Australian Privacy Principles (APPs). It applies to personal information we collect through this website, through direct business dealings, and in the course of our consulting engagements. We hold ourselves to the standards of the APPs in all our data handling, regardless of any exemption that may apply to our business.

2. Information We Collect

We collect personal information that is reasonably necessary for our consultancy services, including:

  • Contact Information: Names, email addresses, phone numbers, and job titles.
  • Business Information: Company names, operational details, and business contact information.
  • Professional Records: Information provided to us during the course of our consulting engagements, including feedback, performance data, or industry research insights.

We do not seek to collect sensitive information (as defined in the Privacy Act) and ask that you do not provide it to us unless it is directly relevant to an engagement and provided with appropriate authority.

3. How We Collect and Hold Information

We collect personal information directly from you — for example, when you email us, book a call through our scheduling provider, connect with us professionally, or provide information during an engagement. We may also receive business contact information from your organisation in connection with an engagement. Information is held in our business email and document systems and in secure storage under our control, as described in Sections 8 and 10.

4. Anonymity and Pseudonymity

You may interact with our website anonymously, as it does not require registration or collect identifying information. However, for consulting enquiries and engagements, it is generally impracticable for us to deal with individuals who have not identified themselves.

5. How We Use Your Information

We use personal information to provide and manage our consultancy services, communicate regarding engagements and enquiries, maintain professional records, meet our legal and contractual obligations, and improve our services. We do not sell, rent, or trade personal information under any circumstances.

6. Direct Outreach

We may occasionally contact individuals directly about our services using business contact details obtained through professional networks, referrals, or prior dealings. We do not use client or customer data obtained through engagements for marketing purposes. If you receive direct outreach from us and prefer not to be contacted, you may opt out at any time by replying to that effect or emailing us, and we will action your request promptly.

7. Cookies and Website Analytics

Our website does not use cookies or analytics tracking.

8. Client Engagement Data and Data Sovereignty

Where an engagement involves access to a client's internal information — including customer research, Voice of Customer data, or performance data — we handle that information under the confidentiality and data-handling terms of the relevant engagement agreement, which take precedence over this policy to the extent of any inconsistency. As a standing practice, client engagement data is stored in Australia, either locally under our control or in Australian-region storage. The exceptions to this are set out in Section 9.

9. Disclosure and Overseas Recipients

We disclose personal information only where necessary to perform our services, where required or authorised by law, or with consent. The circumstances in which information we handle may leave Australia are limited to the following:

  • Email and scheduling: Our business email and call scheduling are provided by Microsoft via external links from this website. Information transmitted through these services is stored and processed on Microsoft's infrastructure, which may include servers located overseas, including in the United States.
  • Engagement software support: Where third-party software is used as part of an engagement, that provider's support personnel may access information from overseas on a temporary basis — for example, to diagnose a technical issue. In these cases the underlying data remains stored in Australia, and access is limited to what is necessary for the support activity.

Where information is handled by an overseas recipient, we take reasonable steps to ensure it is treated consistently with the APPs, including through the contractual and security commitments of the providers involved.

10. Data Security and Confidentiality

We prioritise the security of information in our care, using reasonable technical and organisational measures to protect it against unauthorised access, disclosure, misuse, or loss. These measures include access controls, maintained and up-to-date systems, and secure storage practices proportionate to the sensitivity of the information held. We treat all client information as strictly confidential, and confidentiality obligations in our engagement agreements survive the conclusion of those engagements.

11. Retention and Destruction

We retain personal information only for as long as it is needed for the purposes described in this policy, to maintain professional records of our engagements, or as required by law. Business and engagement records are generally retained for up to seven years, consistent with Australian record-keeping obligations, after which information is securely destroyed or de-identified. Client engagement data is returned or destroyed in accordance with the terms of the relevant engagement agreement.

12. Data Breach Response

We maintain practices to identify, contain, and assess suspected data breaches. In the event of a data breach involving personal information that is likely to result in serious harm, we will notify affected individuals and the Office of the Australian Information Commissioner in accordance with the Notifiable Data Breaches scheme, and will notify affected clients consistent with our engagement agreements.

13. Access and Correction

You have the right to request access to the personal information we hold about you and to request corrections if it is inaccurate, out of date, or incomplete. We will respond to access and correction requests within a reasonable period and will not charge for making a request.

14. Complaints

If you have a concern about how we have handled your personal information, please contact us first using the details below so we can investigate and respond, which we will do within a reasonable period. If you are not satisfied with our response, you may contact the Office of the Australian Information Commissioner (OAIC) at www.oaic.gov.au.

15. Changes to This Policy

We may update this policy periodically. Any changes will be posted on this page with an updated "Last Updated" date.

16. Contact Us

For any questions regarding this Privacy Policy or our data practices, or to make an access, correction, or opt-out request, please contact us at [email protected].

CX Catalyst

Customer insight. Commercial action.

in Connect with Blake on LinkedIn
© CX Catalyst · Australia · Privacy Policy
ABN 86 520 521 989