How can companies ensure that their CX ambassadors are effectively representing their brand values and creating authentic connections with customers, and what steps can be taken to address any discrepancies or issues that arise in this area?

Companies can ensure that their CX ambassadors are effectively representing their brand values by providing comprehensive training on brand messaging and values, and regularly monitoring their interactions with customers. To create authentic connections with customers, ambassadors should be encouraged to listen actively, empathize with customers, and personalize their interactions. If discrepancies or issues arise, companies should address them promptly by providing feedback and additional training, and by implementing systems for customers to provide feedback on their interactions with ambassadors. Regular performance evaluations and rewards for ambassadors who consistently embody brand values can also help maintain alignment between ambassadors and brand values.