At its best, CX Day is a celebration of both a firm’s customers and its commitment to serving them. But CX Day is just one day. The real challenge is transforming that day’s excitement and activities into an ongoing culture change program. That’s what Emirates NBD accomplished, starting with a month of CX Day-type activities, and then transforming several of those programs into ongoing culture change initiatives. This report outlines the bank’s customer service month offers a blueprint to customer experience (CX) professionals at other firms that want to ensure their CX Day celebrations last year-round.