Rita Felix was inducted into the CX Hall of Fame for the steady, unsentimental discipline she has applied to global CX inside one of the world’s largest industrial technology companies, with consistent focus on the moments where the customer experience actually decides anything.

Felix leads global customer experience and satisfaction for distributors and electricians at a major industrial technology company. Her career arc has been long and varied: from a major consulting firm’s human capital practice through quality, marketing, sales transformation, and now global CX. The breadth gave her the operational visibility to see how the pieces interlock, and where the practice is currently misallocating its attention.

Her current professional argument is concrete. The shift from Net Promoter Score to sentiment analysis is overdue. NPS asks the customer to flatten an experience into a number. Sentiment analysis works on what the customer actually said. The way a customer describes an experience says materially more than the score they assigned to it, and modern tooling finally makes the harder reading operationally feasible. The other position she holds, especially in B2B distribution and electrical contracting categories, is direct. Sometimes humans just need to talk to humans. The bot-first design instinct fails this category, and probably fails more categories than the industry admits.

What earned Felix induction is the maturity of holding both positions, sentiment over score and human over bot, in a category that prefers neither.