As a Gold Sponsor of Experience Live Toronto 2026, hosted by Qualtrics, Optimus SBR gathered with experience management (XM) leaders and innovators to explore the future of XM. With more than a decade of expertise in customer and employee experience implementation, Optimus’s Matt Murray took the stage to deliver a dynamic closing keynote on how to turn customer insights into action and measurable outcomes.
A central theme of his keynote was the persistent gap between insight and execution. While many organizations have more customer data than ever before, far fewer are able to consistently translate those insights into decisions, behaviours, and actions that create meaningful impact.
Drawing on real-world examples, including OLG’s transformation and leading brands such as Chewy and Amazon, Matt highlighted how customer experience becomes a true differentiator when it is embedded into culture, operations, and everyday decision-making.
He reinforced that great experiences do not come from perfect data alone. They come from empowered teams taking small, focused actions that build momentum, strengthen alignment, and drive measurable outcomes over time.
The keynote concluded with a clear call to action: the future belongs to organizations that integrate their data, personalize at scale, and embed customer focus into everyday decisions and operations. By turning every insight into action, and every action into outcomes, organizations can create experiences that truly set them apart.
Congratulations to Matt on representing Optimus and contributing to an important conversation on the future of customer experience.
Optimus SBR’s Experience Management Practice
Optimus SBR is an independently owned Canadian management consulting firm that works with organizations to execute what’s next. Our experience management professionals deliver a broad range of services to support you through every step of your journey, from Advisory Services to craft your customer and employee experience strategies, to Solutions Implementation, and Managed Services for ongoing improvement.
If you’re a leader looking to enhance the success of your experience management initiatives, please feel free to connect and learn more about opportunities to partner with us.
Matthew Murray, Portfolio Lead, XM Solutions Delivery, Experience Management Practice
Matthew.Murray@optimussbr.com
Derek Bildfell, Partner & Practice Lead Experience Management Group
Derek.Bildfell@optimussbr.com
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