How can companies ensure that their CX ambassador program is consistently adding value to the customer experience, and not just acting as a superficial marketing tactic?

Companies can ensure their CX ambassador program is adding value to the customer experience by selecting ambassadors who are genuinely passionate about the brand and its values. These ambassadors should be trained to provide authentic and helpful interactions with customers. Regular feedback from customers and monitoring of key performance indicators can also help companies gauge the effectiveness of their program and make necessary adjustments to ensure it is not just a superficial marketing tactic. Additionally, companies should focus on building long-term relationships with customers through their ambassadors, rather than just seeking short-term gains.