CX Summit Lisbon 2026: Trust as the New Measure of Customer Experience
BIQ Health Solutions was represented on the first day of CX Summit Lisbon 2026, Portugal’s largest event dedicated to customer experience, held from 16 to 18 June at Nova School of Business & Economics in Carcavelos. This article brings together the main conclusions from the day and their relevance to the healthcare sector.
Organised by LAB Experience, in partnership with Forbes Portugal and Jornal Económico, the event brought together around 450 leaders and executives and featured international keynotes, executive panels, case studies and the CX Summit Leadership Awards ceremony. This year’s edition was held under the theme Leading Customer Experience with AI, focusing on the relationship between human leadership and artificial intelligence in creating trustworthy, scalable and relevant customer experiences.
The programme was structured around three strategic pillars. Trust focused on data governance, responsible artificial intelligence and compliance as foundations of the customer relationship. People addressed leadership and culture in AI-driven organisations, highlighting the decisive role of employee experience. Technology explored AI at scale, intelligent automation and integrated customer experience architectures.
Trust as a Key Benchmark
One of the standout contributions came from Dennis Wakabayashi, founder of the Global CX Alliance, who argued that trust is becoming the main benchmark for customer experience — in his words, “the new GDP” of CX. According to Wakabayashi, the market is shaped primarily by three dimensions — reputation, reach and relationships — and measuring them rigorously is essential to brand sustainability.
The data presented supported this view. Organisations that systematically measure customer trust report margin increases of between 20% and 30%. By contrast, only 17% of consumers respond to traditional satisfaction surveys, which limits the representativeness of the resulting data. As an alternative, Wakabayashi advocated analysing the signals expressed through the channels where customers naturally communicate, drawing on an analysis of around half a million public social media conversations to capture perceptions that conventional surveys often fail to reveal.
Launch of the Global CX Alliance and Lisbon’s Growing Role
The event also marked the launch of the Global CX Alliance, an international initiative built around trust, knowledge sharing and the value of human relationships, resulting from three years of development and contributions from different markets.
Presentations by Cristiani Oliveira, Partner & COO of LAB Experience, and Ladislau Batalha, Founder & CEO of LAB Experience, reinforced this principle through the ideas that “clients pay us to tell the truth” and that people tend to choose “people they trust”.
Several speakers also highlighted Lisbon’s growing role as an international stage for customer experience discussions, reinforced by the scale of the event and the presence of global figures such as Manuela Doutel Haghighi of Microsoft and Horst Remes of OneStone, CX 50.
Relevance to BIQ Health Solutions
The topics discussed have direct relevance to the context in which BIQ Health Solutions operates.
First, trust in the handling of sensitive data: data governance and responsible AI are particularly critical in healthcare, where privacy and the accuracy of clinical information are fundamental to patient trust.
Second, the limitations of traditional surveys reinforce the importance of considering indirect indicators of satisfaction — such as adoption, repeated use and unsolicited feedback — alongside conventional declarative methods.
Third, the People pillar highlights that the experience of clinical and support teams is just as important to the final outcome as the technology itself, and should therefore inform the design of internal tools.
Finally, the focus on responsible and scalable AI is aligned with the principles BIQ Health Solutions has been adopting in the automation and personalisation of its solutions.
In summary, in a context increasingly shaped by artificial intelligence, organisational differentiation will depend not only on the ability to automate processes, but above all on the trust organisations are able to build and measure — a principle that is especially important in healthcare.