Empowering the Real Heroes of CX: Unnathi’s Call to Put the Frontline First
In an age where companies chant “customer centricity” like a mantra, Unnathi S. Vashista, Founder of U Defined, challenges businesses to walk the talk — by starting where it matters most: the frontline.
“Frontline First. Always.” It’s not just a phrase; it’s a philosophy Unnathi lives by. According to her, the unsung heroes of customer experience aren’t sitting in boardrooms — they’re answering phones, responding to complaints, calming tempers, and solving problems in real time. They are the face, the voice, and often the deciding factor in how a customer remembers a brand.
But here’s the uncomfortable truth she points out: if frontline teams are disempowered, buried in bureaucracy, or operating in fear of backlash for taking initiative, then companies aren’t truly customer-centric — they’re just customer-theoretic.
Through her work at U Defined, Unnathi has made it her mission to redefine how organizations view and support their frontline employees. Her message is clear and compelling:
If you want loyal customers, start by building empowered teams.
She advocates for four core enablers:
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Autonomy to act
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Tools to solve problems on the spot
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Confidence to make decisions
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Trust to own every customer moment
When organizations invest in these pillars, the impact is immediate and lasting. Customers are happier. Issues get resolved faster. Employees feel valued. And most importantly, CX stops being a department and becomes a culture.
Unnathi believes that the frontline is not the bottom of the pyramid — they are the brand. That’s why her rallying cry to organizations is simple but profound: stop micromanaging and start trust-managing.
To learn more about Unnathi’s philosophy and work in the field of customer experience, connect with her on LinkedIn.
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