What a 22km Hike Taught Me About CX Success

By Phil Prosser, Founder & CEO. April 2025   A few months ago, I set out on one of Australia’s most breathtaking alpine hikes—the 22km trek from Razorback to Mount Feathertop. It’s a demanding but rewarding journey, weaving through rugged ridgelines, steep climbs, and some of the most spectacular views in Victoria’s High Country. Like any great challenge, it was a mix of effort, strategy, and moments of pure clarity. As I made my way through the ups and downs of the trail, it struck me how much this experience mirrored what we do at Feedback ASAP. Like in business, success on the trail isn’t just about starting strong—it’s about planning, adapting, and keeping your focus on the end goal. Oh, and make sure you don’t take a hike when things get tough. Here are my Top 5 Learnings from the trail and how they apply to CX and business growth:

1. Preparation is Everything

On the Trail: The key to a successful hike isn’t just physical endurance—it’s preparation. Checking the weather, packing the right gear, and understanding the terrain make all the difference. A lack of planning can turn an exciting challenge into a painful experience. In CX: The same applies to customer experience. Too many businesses launch CX programs without a clear strategy, hoping that collecting feedback alone will drive improvement. The best companies take the time to plan—understanding their customers, defining clear objectives, and ensuring their teams are equipped with the right tools and mindset to execute. Takeaway: Before launching any CX initiative, ask yourself: Do we have the right data? The right focus? Are the right people engaged? Preparation turns insight into action.

2. The Right Pace Wins the Race

On the Trail: Charging too hard at the start of a long hike is a surefire way to burn out. It’s about finding a sustainable rhythm—pushing forward but conserving energy for the challenges ahead. In CX: Businesses often want fast results from their CX efforts, but transformation doesn’t happen overnight. Rushing to collect as much feedback as possible without a clear improvement plan can lead to survey fatigue, disengaged teams, and no real impact. A slow, steady, and consistent approach—focused on small, meaningful improvements—leads to lasting success. Takeaway: CX is a marathon, not a sprint. Focus on steady, incremental improvements rather than chasing instant wins.

3. Expect Obstacles & Adjust Along the Way

On the Trail: The Razorback to Mount Feathertop track is unpredictable—rocky sections, unexpected weather shifts, and steep ascents can throw you off if you’re not ready to adapt. In CX: The path to improving customer experience is never linear. You’ll face roadblocks—shifting customer expectations, internal resistance to change, and unexpected disruptions (think economic shifts or technology changes). The best businesses embrace agility, adjusting their approach while keeping their end goal in sight. Takeaway: Be flexible in execution but firm on the destination. CX strategies must evolve with real-world insights.

4. The Best Views Come with the Hardest Climbs

On the Trail: The final push to the Mount Feathertop summit is steep and exhausting, but the reward—panoramic views stretching across the Victorian Alps—makes every step worth it. In CX: Making real improvements in CX requires effort. It’s not just about gathering feedback; it’s about acting on it, engaging teams, and changing behaviors. The best companies don’t just collect NPS scores—they empower frontline teams to make meaningful changes, turning data into action that fuels growth. Takeaway: CX success comes from pushing through challenges and committing to action, not just analysis.

5. The Journey is as Important as the Destination

On the Trail: While reaching the summit was the goal, some of the most memorable moments were along the way—the crisp alpine air, the peacefulness of the ridgeline, and the sense of accomplishment with every milestone reached. In CX: Businesses often obsess over CX scores but forget that the true value is in the ongoing journey of improvement. Engaging your teams, empowering them to create WOW moments, and fostering a customer-first culture are what truly drive long-term success. Takeaway: CX isn’t just about the numbers—it’s about consistently creating better customer experiences and building lasting relationships. Applying These Lessons to Your Business At Feedback ASAP, we help businesses navigate their CX journey the same way a great hiker approaches the trail—with a clear plan, the right tools, and a focus on continuous improvement. Whether you’re just starting or refining an existing program, the key is to take deliberate, meaningful steps that lead to long-term growth. If you’re ready to move beyond collecting data and start turning feedback into action, let’s talk. Because the best business growth—just like the best hikes—comes from knowing where you’re going and taking the right steps to get there.