The One With the American Medical Association CX – Gloria Gupta E252 Artwork

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CX Passport is a podcast for customer experience professionals that focuses on the stories, strategies, and solutions needed to create and deliver meaningful customer experiences. It features guests from the world of CX, including executives, consultants, and authors, who discuss their own experiences, tips, and insights. The podcast is designed to help CX professionals learn from each other, stay on top of the latest trends, and develop their own strategies for success.

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CX Passport

The One With the American Medical Association CX – Gloria Gupta E252

March 03, 2026 • Rick Denton • Season 5 • Episode 252

0:00 | 35:11

What's on your mind? Let CX Passport know...

Gloria Gupta leads CX transformation at the American Medical Association.
Not a small lift. Not a short-term initiative.

A 200-year-old institution.
450 million in revenue.
Physicians as customers.
Patients as the ultimate impact.

In this episode, Gloria shares what it really takes to unify service, build enterprise CX, and make customer experience a measurable attribute of brand and culture.

5 Key Insights
• The AMA’s primary customer is the physician … but the physician’s customer is the patient
• CX transformation began by unifying service into one omnichannel team serving 98% of AMA service interactions
• More than 900 improvements have been implemented across the enterprise, many of them significant
• 400 employees are directly involved in CX … one in four across the organization
• The shared mission: identify and remove customer friction

CHAPTERS
00:00 Intro and Rick’s personal AMA connection
02:00 Who is the AMA customer?
04:00 Why CX matters at a 200-year-old institution
08:00 Healthcare evolution … EHRs, COVID, telehealth, and AI
13:30 Unifying service across the enterprise
17:00 Authentication friction and enterprise CX launch
20:00 Building trust through measurable wins
22:30 First Class Lounge
26:50 900 improvements and aftercare strategy
30:30 AI, policy, and the future of healthcare CX
33:00 Real data, real outcomes, real collaboration

Connect with Gloria
LinkedIn: https://www.linkedin.com/in/gloria-gupta-rdh-ms-fcxp-4760939/

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I'm Rick Denton and I believe the best meals are served outside and require a passport.

Disclaimer: This podcast is for informational and entertainment purposes only. The views and opinions expressed are those of the hosts and guests and should not be taken as legal, financial, or professional advice. Always consult with a qualified attorney, financial advisor, or other professional regarding your specific situation. The opinions expressed by guests are solely theirs and do not necessarily represent the views or positions of the host(s).