In a market where competition intensifies by the month and products increasingly resemble each other, a powerful shift is underway in Georgian business culture. Companies have begun to recognize that their success relies not only on what they offer, but on how their customers experience it. Behind this shift is CX Hub, a pioneering organization that introduced Georgia’s first structured, experience-driven strategic management platform and helped create the foundations of a modern customer-experience ecosystem.
With more than two decades of combined expertise, the co-founders Nana Akhobadze and Natia Jibladze, together with business development manager Mako Mikaberidze, have positioned CX Hub as the catalyst for a new business mindset, one where empathy is not a soft skill but a strategic tool, and where customer and employee experiences become drivers of growth, loyalty and operational health.
This is the story of how CX Hub emerged, what it builds inside organizations, and why its philosophy is reshaping business transformation across Georgia’s most competitive industries.
The Strategic Vacuum That Sparked a Movement
The idea of CX Hub was born from a clear gap in the Georgian consulting market. As Natia Jibladze recalls, most advisory services in Georgia traditionally focused on financial performance, organizational development or research functions. Missing from the ecosystem was a firm that viewed customer experience (CX) as a foundational element of business strategy.
“Today, in a hypercompetitive environment where similar products and services dominate the market, the ultimate differentiator is customer experience,” she explains. “This is not theoretical, global research shows that 86% of customers are willing to pay more not for the product itself, but for superior experience.”
Seeing this mismatch between global trends and local practice, the founders realized the moment was right to introduce a structured CX approach. Their combined backgrounds in service operations, quality management, CX systems implementation and technology solutions created a powerful synergy. That synergy was validated when the team won the TBC Entrepreneurship Project, propelling them to formalize CX Hub.
Their mission became clear: to help Georgian businesses achieve healthier, sustained growth through customer-centric culture built as a system, not a slogan.
Turning “Customer Focus” Into a Measurable Reality
One of CX Hub’s core convictions is that customer focus must be engineered, not improvised. According to Nana Akhobadze, good intentions alone rarely lead to meaningful change. What companies need is a structured, systemic model.
CX Hub’s methodology is built on four pillars, unified by an ongoing support component:
CX Transformation: A deep diagnostic of a company’s CX health, followed by the creation of a strategic framework and detailed action plan.
CX Research: Listening to customer emotions (VoC) and employee emotions (VoE), developing personas, mapping end-to-end customer journeys, and applying non-standard measurement tools for emotional and experiential analysis.
CX Management Platform: A technological solution that creates a unified space to manage, track and improve customer experience.
CX Expertise and Education: A set of authorial and international training programs, including pathways to CX certification.
+ Continuous CX Outsourcing: This provides companies with ongoing support a strong alternative to hiring permanent in-house CX staff, especially for small and medium-sized businesses.
This architecture enables companies to translate customer-centric ideas into concrete systems, processes and behaviors.
Cross-Industry Impact
CX Hub’s projects span nearly every major sector in Georgia: finance, insurance, healthcare, education, construction and real estate, retail, tourism, e-commerce, and technology.
Jibladze emphasizes that the team’s approach is flexible: they work with large corporations as well as SMEs, always tailoring strategies and budgets to the specific business.
One of the earliest and most notable projects took place in the education sector, at St. George’s International School. It became the first instance in Georgia where educational experiences were measured with such depth and methodology. The insights helped the school launch multiple new initiatives and ultimately contributed to securing international accreditation.
Another benchmark project involved one of Georgia’s largest development companies, an industry typically sensitive due to the long-term nature of purchasing a home that the buyer often cannot yet physically see. CX Hub conducted a full diagnostic of service channels, developed a CX strategy, created a clear service mission and delivered mission-aligned training. It was an end-to-end transformation: from diagnostic to strategy to redesigning the service model.
The healthcare sector has also benefited. As Akhobadze notes, participating in the transformation of an industry that is inherently human-focused but often overwhelmed by operational pressures was both challenging and rewarding. The goal was simple but profound: ensure that even difficult medical experiences leave patients with a sense of trust and emotional safety.
CX Education:
If customer centricity is the destination, education is the engine that gets companies there. But traditional, one-off trainings rarely create lasting behavioral change.
CX Hub recognized this flaw and developed a comprehensive educational ecosystem designed not only for frontline teams but also for managers who shape service culture.
A structured development program covering:
- Customers’ personal data protection
- Customer oriented sales
- Customer Service with emoitonal intelligence
- A signature worskhop: “Happiness Redisgn”
For Service Leaders:
A specialized program built on the methodologies of global leadership authorities Ken Blanchard and Mark Miller, ensuring that managers reinforce, not undermine, the culture their teams are trained to build.
“Redesigning Happiness”
Among CX Hub’s educational initiatives, “Redesigning Happiness” stands out. As Mikaberidze explains, it is a practical workshop based on the science of well-being, inspired by research from world-renowned academics Sonja Lyubomirsky (University of California) and Laurie Santos (Yale University).
Its core idea: before employees can deliver exceptional service, they must cultivate a healthier, more resilient relationship with themselves.
And the business case is strong:
- Companies that invest in employee well-being increase productivity by 21%
- Reduce risks by 41%
- And significantly lower employee turnover.
“Happiness is contagious,” Mikaberidze says. “Happy people create better environments, better companies and ultimately better societies.”
The Hidden Barrier: The “Perception Gap”
Despite the increasing interest in CX, many organizations face the same fundamental challenge: a discrepancy between how companies evaluate themselves and how customers perceive them.
CX Hub began conducting benchmark studies across industries and discovered a striking pattern:
- 70% of employees believe their company is customer-oriented.
- Only 5% of customers agree.
This “perception gap” becomes the root of systemic problems. When companies fail to see reality clearly, they cannot identify the issues eroding customer loyalty. The outcome is predictable: poor experiences, customer loss, and stalled growth.
The causes are multifaceted, lack of systemic approaches, inefficient use of technology and overlooking the human factor, but bridging this gap is essential for building sustainable, healthy sales and long-term value.
CX Business Summit: Elevating the National Conversation
CX Hub is also the organizer of the annual CX Business Summit Georgia, which has quickly become the country’s flagship event dedicated to customer experience. Supported both years by TBC as main partner, the summit brings together leading Georgian companies and global experts.
Last year’s event hosted 350 participants and nearly 80 businesses across more than 10 industries, confirming the growing importance of CX in Georgia’s business landscape.
This year, the summit is set to expand even further, offering opportunities for companies to join as partners or delegates and to position themselves as leaders in customer experience.
International Partnerships: Connecting Georgia to the Global Stage
CX Hub collaborates with several major international organizations shaping the future of CX worldwide:
- International CX Awards (ICXA)
- The Belding Group, led by World CX Guru Shaun Belding
- The CX Academy
- Interaction Design Foundation (IxDF)
- SEU (Georgian National University) in partnership with MIT’s Martin Trust Center for Entrepreneurship
Through SEU and MIT, CX Hub’s founders are helping develop Georgia’s entrepreneurial ecosystem as part of the global GLEEN network a unique contribution to the country’s innovation landscape.
Their role as exclusive ICXA partners in the Caucasus and Uzbekistan, and as jury members, is particularly significant. For the first time, Georgian companies can submit their CX projects to a global competition often dominated by giants such as Amazon, Microsoft and HSBC.
In 2025, three Georgian companies TBC, Tegeta and NGT Group, became ICXA finalists, marking a milestone for the country’s presence in the international CX arena.
The Road Ahead: Technology, Expansion and Community-Building
CX Hub’s future plans reflect its ambition to drive regional transformation:
- Expansion into Eastern Europe and Central Asia, increasing access to Georgian CX expertise.
- Continued development of CX Pulse, the first Georgian CX management platform.
- Integration of AI-driven analytics to reduce costs associated with mystery shopping and manual monitoring, and to deliver more reliable insights for teams.
- Creation of CX Community, Georgia’s first professional association for specialists working in CX, quality management, call centers, service leadership and customer-experience operations.
The goal is to strengthen the country’s CX ecosystem and elevate professional standards at a national scale.
A New Chapter for Georgian Business
CX Hub’s work illustrates a broader shift taking place across the Georgian business landscape: companies are awakening to the strategic power of customer and employee experience. CX is no longer a trend it is a foundation for sustainable growth, repeat business, long-term trust and competitive advantage.
By systemizing empathy, listening to emotions, and redesigning both experiences and internal cultures, CX Hub is helping businesses achieve a new type of transformation, one rooted in human understanding and reinforced through strategy, technology and continuous learning.
In an era where experiences matter more than ever, CX Hub stands as a force reshaping how Georgia does business and redefining what it means to grow in a customer-driven world.
