Bridging the CX Perception Gap: Woodlands Native Launches ElucidCX

THE WOODLANDS, TX -- For Jessica Fraser, The Woodlands has never just been a location on a map. She was a Galatas Greyhound, a Mitchell Mustang (and had the honor of meeting George Mitchell himself to discuss the mascot for the intermediate school named after him), a Knox Knight, a McCullough Highlander, and a Woodlands Highlander. She met her husband on the football field next to the high school; he now teaches at Knox Junior High and their five children are dispersed among campuses throughout The Woodlands, walking some of the same hallways she once did.

Today she adds a new title to her resume: founder of ElucidCX, a newly launched customer experience (CX) consultancy that combines the depth of face-to-face conversations with powerful AI-driven insights.

Making CX More Human and More Effective

ElucidCX was born out of years working in CX and a hope to answer the persistent question: Why is there such a large perception gap between what companies think their customers want and what their customers actually value?

“Many businesses rely on surveys and demographic information alone to build buyer personas,” Fraser said. “This information is then used for product development, operations, marketing, and sales. But it has always felt like something was missing.”

While leading marketing teams, Fraser began experimenting with a more human approach: direct, face-to-face conversations with customers. She paired these with Net Promoter Scores (NPS) and other survey data to garner a more comprehensive approach to how to serve customers better.

“Having real conversations, face-to-face, with our customers changed everything,” Fraser said. “I could capture so much more nuance, explore so many more avenues. Most of these conversations only took about 30 minutes, but my aim was to listen. I wanted our customers to have the opportunity to feel heard and valued unlike anything they had experienced before. I wanted marketing messages to use words our customers actually used. I wanted product development to innovate to solve problems our customers actually had.”

Conversations are Key — And Seriously Smart Tech

Fraser’s passion for connecting with customers goes way back. She interned at Walt Disney World as a college student and soaked up every ounce of how they provide best-in-class, iconic service. She led marketing teams in a variety of industries, including digital media, ministry, oil and gas, and publishing. Each time, her aim has been to connect with customers.

But with ElucidCX, she’s taking it to the next level and bridging the CX perception gap.

“The conversations we have with customers are at the heart of what we do, and the technology we’ve built is truly incredible,” Fraser said. “Our software uses AI, like large language models and deep learning, to analyze conversations and identify insights that can be acted on immediately.”

The proprietary software processes each conversational transcript to identify:

• Sentiment scores
• Customer pain points and praise
• Predicted trends and sentiment shifts
• Suggestions for improvement
• Actionable summaries and themes

“All of this lives in a secure, cloud-based environment,” Fraser said. “Our models can also evolve over time so the features and insights we offer will continue to get better. You won’t get just another report, you’ll get a roadmap on how to serve your customers with excellence.”

Bringing Innovation and Heart to CX

For Fraser, CX isn’t just another buzzword; it’s a strategic advantage.

“Everyone wants to feel seen, heard, and valued,” Fraser said. “What we’re doing by having conversations with customers face-to-face isn’t revolutionary, but it’s vital. It will drive loyalty and growth. We’ll partner with you to drive better decisions, cultivate deeper relationships, and celebrate stronger results. CX leaders, marketers, and executives looking to align teams around the customer voice will find a strategic partner in us.”

As ElucidCX celebrates its official launch, Fraser is grateful for the opportunity to do what she loves in the community she loves.

“This really is a dream come true,” Fraser said. “I’m humbled to come alongside businesses right here in our community to help them serve their customers. It’s not lost on me what a privilege this is.”

ElucidCX is here to turn transparent customer feedback into strategic business action by closing the CX perception gap. Whether you're a local business looking for smarter, more actionable insights or a national brand tired of guessing what your customers actually think, ElucidCX is here to help.

Learn more at elucidcx.com