Humanity
Human touch plus strategic orchestrationEvery touchpoint, whether human or AI, represents the brand. We design journeys where customers feel understood, not processed.
Embedded CX · AI · Business Performance Firm
Orchestration intelligencefor complex services.
DEX helps growth-stage and established companies turn fragmented customer journeys, operations, and AI initiatives into measurable business performance through embedded leadership and hands-on execution.
Embedded leadership. Hands-on execution. Capability that stays.
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01 The context
Companies manage fragments.Customersexperience a system.
Customer journeys move across teams, channels, decisions, data, and technology. Yet most organizations still manage each part separately.
Each initiative may perform well on its own while the experience continues to break between them.
What fragmentation creates
01Inconsistent experiences
02Avoidable service demand
03Lost conversion
04Higher cost to serve
05Eroded customer trust
Fragmentation is the problem.
Orchestration is the capability.02 The DEX system
DEX Orchestration Intelligence System™
See the whole system.
Move the right parts.
A human and technology operating system that reveals where experiences break, what that friction costs, and how the organization should act.
0105
CURRENT STAGE
Sense
Identify the real friction, signals, and unmet needs across the service experience.
Where we apply it
One core capability.
Two fields of application.
FIELD 01
Customer Experience and Service Transformation
Connect customer journeys, service design, operations, people, and technology to improve growth, efficiency, and trust.
JourneysService designOperating modelP&L
03 Our approach
What we believe
and bring to the table.
The DEX system balances human experience, economic performance, and the technology required to make both scalable.
Efficiency
Customer Experience connected to the P&LWe calculate the cost of friction first. Decisions and implementation priorities are connected to measurable business value.
Technology
Vendor-neutral AI orchestrationWe implement the agents, integrations, workflows, and orchestration layer the operation actually needs.
CX × AX
The next customer journey will be shared by humans and agents.
AI agents are becoming active extensions of companies and their brands. They interact, interpret context, recommend actions, and increasingly make decisions.
DEX defines how humans and agents should work together across the complete journey, with the right context, governance, measurement, and accountability.
04 How we work
Activate expertise.
Embedded,
not outsourced.
Hire the expertise. Build the capability.
DEX combines senior leadership, hands-on orchestration, and the right specialist capacity in one accountable engagement.
The old wayRole-first model
Hire a role.
Six months to recruit. $250K+ fully loaded.
Another permanent seat on the org chart.
Severance risk if it does not work.
- Full-time salary and benefits
- Long recruitment and ramp-up
- One person for a multidisciplinary problem
- Fixed capacity as priorities change
- Specialists and technology remain separate
- Knowledge can remain inside one role
The new eraExpertise-first model
Activate an expertise.
Senior leadership embedded in your operation from week one.
Strategy and hands-on AI orchestration in a single engagement.
No recruiter. No additional FTE.
- No additional headcount required
- Impact in weeks, not quarters
- Expertise adapts to each transformation stage
- Strategy and hands-on execution in one engagement
- Vendor-neutral technology decisions
- Methods and capability remain with your team
- Senior operator embedded from the beginning
No gap betweenthe deck and the deployment.
05 Ways to engage
Start with clarity.
Prove the value.
Then scale it.
Three ways to move from economic diagnosis to working capability, with a clear next decision at every stage.
014 to 6 weeks · Fixed scopeOpportunity Assessment
Find your highest-value problem.
+
Opportunity Assessment
Find your highest-value problem.
A focused diagnostic that identifies where the experience is breaking, what that friction is costing, and which opportunities should be prioritized first.
WHAT YOU GET
- Current-state journey and operating-system diagnosis
- Cost and revenue analysis across the journey
- Customer, operational, and technology friction map
- Human and AI opportunity map
- Prioritized quick wins
- 90-day roadmap with expected value and ROI
02Focused embedded implementation · Milestone-basedTransformation Sprint
Take one priority journey into operation.
+
Transformation Sprint
Take one priority journey into operation.
DEX redesigns a high-value journey, defines how humans and AI should work together, and coordinates implementation with internal teams and technology partners.
WHAT YOU GET
- Customer and business friction diagnosis
- Future-state human and AI service blueprint
- Workflow and operating-model design
- Technology and partner recommendations
- Implementation and adoption plan
- Governance and measurement system
03Minimum 6 months · EmbeddedEmbedded Orchestration Partner
Add senior leadership without adding permanent complexity.
+
Embedded Orchestration Partner
Add senior leadership without adding permanent complexity.
DEX participates in leadership decisions, guides implementation, aligns teams, and manages performance against the P&L.
WHAT YOU GET
- Head or VP of CX as a Service
- AI orchestration leadership
- Transformation portfolio management
- Customer and service operating-model redesign
06 Measurable change
Beyond activity metrics.
Into business performance.
40%
less solution-design time
8×
more solutions designed per month
+17%
increase in Product Committee approvals
11
solutions across eight business teams
“Thaysa's ability to integrate customer experience, operational strategy, and business performance is rare. Her approach is structural, data-driven, and scalable.”
“Within weeks, her work created clarity, alignment, and an efficiency impact so strong that we expanded her role from US operations to a key global program.”
07 About Thaysa
The experience
behind DEX.
Thaysa Starling
Founder and Principal, DEXThaysa Starling is a CX and AI strategist with over 16 years of experience building and scaling customer experience operations across high-growth environments, from early-stage startups to global technology companies operating in 14 countries.
Thaysa has delivered results in some of the world's most dynamic environments. She co-scaled CX at DiDi/99 across Latin America, Africa, and EMEA, founded two startups, and created and scaled award-winning customer experience models connecting physical service, digital journeys, customer insight, and operations across multiple cities.
She holds Stanford extension credentials, mentors CX and business strategy at Columbia University, speaks frequently at global CX and Service Design events, and covers CX and AI as a correspondent for OFFBounds Intelligence.
Based in New York, at the heart of innovation, Thaysa lives and breathes customer experience, AI, and business strategy transformation, bringing this perspective to every project to drive meaningful, scalable impact.
14countries scaled
7market awards
16+years leading transformation
Start with the opportunity
Where is fragmentation
costing you growth?
Bring us one customer journey, AI initiative, or operating challenge. We will identify the real friction, quantify the opportunity, and define the clearest path forward.
08 Economic opportunity
The business case
Your customer experience is already on the P&L.
It just isn't labeled.
Move the inputs to estimate how service friction and customer retention may be affecting annual performance.
ESTIMATED ANNUAL OPPORTUNITY$1,116,000
Service efficiency$252,000
Retention opportunity$864,000
A starting signal, not a final business case. DEX validates the real opportunity against your data.