By Nathalie Schooling

It’s been 20 years since I embarked on the adventure that is nlightencx.com, and reflecting on this journey is like walking down memory lane with a smile. Since starting nlightencx in 2005, I’ve seen the term “Customer Experience“—or CX—rise to prominence globally. But let’s take a moment to shift our lens slightly: instead of just focusing on the term “customer,” what if we see it as “care“? Isn’t that really what business should be about?

When I founded nlightencx, CX wasn’t even an industry yet. There was no guidebook, no blueprint to follow, just a simple belief rooted deep in my heart— a belief that at the core of every successful business is genuine care. It still amuses me a bit to see CX as a thriving field today and to realize I was among the early adopters, even before great minds like Bruce Temkin, who began well after we first opened our doors here at the tip of Africa. Little did I know that my “crazy idea” was so ahead of the curve.

But why care? Why is it such a fundamental aspect of business, especially today?

Firstly, caring is contagious. When we care profoundly about our customers, it manifests in every interaction. It becomes palpable and transcends mere transactions. Customers, clients, or partners—whatever label you give them—sense genuine care. This sense of value breeds loyalty. People want to engage with businesses that value them as individuals, not as mere dollar signs.

Our responsibility doesn’t end with our customers. It’s about our employees too. Over these years, I’ve held the belief and seen it repeatedly proven true: staff who feel cared for will mirror that care back into their work. They become ambassadors of the brand, infused with passion and commitment. Their care creates a ripple effect that touches every part of the organization. Staff retention, work ethic, innovation—all flourish in a nurturing environment where people genuinely care for one another.

And what about the broader network—suppliers, collaborators, and partners? They are pivotal in shaping our success. When we authentically invest in these relationships by acknowledging the strategic and human value they bring, we build stronger, more resilient networks. When challenges arise, they become allies, shoulder-to-shoulder with us rather than distant vendors simply fulfilling a contract.

Today’s business landscape is more complex than ever. Technology interconnects us, but it’s easy to get lost in the digital flurry. Genuine, heartfelt care is what cuts through the noise. It’s the differentiator in a world flooded with options. Those businesses that inspire, that set themselves apart, have a commitment to care ingrained in their ethos.

As we plunge deeper into this digital age, let us remember that behind every screen and every data point is a human being, and humans inherently respond to care. nlightencx was built on this principle, and it continues to be our guiding star as we forge new paths into the future.

So, let us dare to change the narrative. Let customer experience be driven not just by data, metrics, or technology, but by care. Because in caring, we find the true essence of what it means to do business. Here’s to many more years of anchoring our actions in care, within nlightencx and beyond.