The Experience Edge (Jochem van der Veer)

Thomas Caliman, Chief Experience Officer at ADEO, shares insights on the evolving role of design and customer experience in large organizations. He discusses how design and CX teams collaborate to drive business impact, the power of journey mapping for alignment, and the importance of connecting UX with business objectives. Thomas also explores the role of generative AI in customer research and experience design, offering a glimpse into the future of AI-powered personas and synthetic user testing.

Guest Bio

Thomas is the Chief Experience Officer at ADEO, the parent company of renowned brands like Leroy Merlin and Bricoman. With over 500 million customers, ADEO is committed to delivering exceptional customer experiences.

With more than 15 years of experience, Thomas has led 350 projects for 230 clients, earning nine prestigious awards for his expertise in user-centered design, customer experience (CX), and design team management. His innovative approach blends creativity with data-driven insights to drive transformative solutions.

Previously a trailblazer at Amazon and Microsoft, Thomas now serves on Adobe Think Tank’s Innovative Design Board, helping to shape the future of design thinking and customer-centric strategies.

Chapters

00:00 Introduction to Thomas Calimaux and His Background

01:19 Shaping the Future of Design Thinking at Adobe’s Design Board

04:05 The Role of Design in Business Performance and Growth

06:39 Aligning UX and CX with Business Goals

10:18 A Practical Example of Design Driving Business Impact at ADEO

13:33 The Amazon PR FAQ Method for Customer-Centric Design

17:17 The Evolving Role of Generative AI in Design

21:51 AI-Powered Personas and the Future of User Research

26:32 From Design to Chief Experience Officer: Thomas’s Unique Career Path

30:07 Bridging UX, CX, and Business Strategy

34:20 Organizational Structure and the Role of Tech in UX/CX

37:56 Journey Mapping and Opportunity Prioritization

42:35 How ADEO Prioritizes Business and Customer Experience Initiatives

49:52 The Shift Towards a Customer-Centric Culture at ADEO

53:06 Making Customer Journeys Accessible to Business Leaders

58:21 The Power of Customer Journeys in Aligning Organizations

01:03:06 Thomas’s Best, Worst, First, and Last Customer Journeys

Jochem’s Profile - ⁠⁠⁠https://www.linkedin.com/in/jochemvanderveer/⁠⁠⁠

Thomas’s Profile - ⁠https://www.linkedin.com/in/thomas-caliman/

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Summary

Jochem Van Der Veer and Jim Kalbach discuss the Jobs to Be Done (JTBD) framework, its integration with experience design, and its application in understanding user needs. Jim emphasizes the importance of precision and complementary techniques in JTBD, explaining how it enhances traditional methods like journey mapping. They explore the hierarchy of target jobs, the significance of job metrics, and the ROI of implementing JTBD in organizations. 

They delve into the Jobs to Be Done framework, discussing its importance in prioritizing opportunities, understanding unmet needs, and fostering collaboration within teams. They explore the timeless nature of jobs, the longevity of research findings, and the common pitfalls organizations face when implementing this framework. The discussion also highlights the balance between leveraging AI for research and the necessity of human insight in understanding customer needs.

Guest Bio 

Jim is an expert at the intersection of experience design, innovation, and new ways of working. With a deep passion for creating meaningful user experiences and driving organisational change, Jim has authored five influential books on these subjects including : The JTBD Playbook (Rosenfeld, 2020) and Collaborative Intelligence (Wiley, 2023).

In 2020, Jim co-founded the JTBD Toolkit, a comprehensive online resource dedicated to the "Jobs to Be Done" framework. With years of experience in design thinking, remote collaboration, and product development, Jim is Chief Evangelist at Mural - the whiteboard software company and sought-after speaker and thought leader in the design and innovation space.

Chapters:

00:00 Introduction to Jobs to Be Done Framework

02:46 Complementary Techniques in Experience Design

06:05 Understanding Precision in Jobs to Be Done

09:03 Target Jobs and Hierarchy of Abstraction

11:49 Job Metrics and Their Importance

15:07 B2B Example: Health Insurance Job Metrics

17:59 Qualitative Research in Jobs to Be Done

21:14 The Value of Job Metrics for Underwriters

24:00 Scaling Jobs to Be Done in Organizations

26:53 Decision Making and Rituals in Organizations

32:18 Data Integration and Jobs to Be Done

36:28 The Longevity of Jobs to Be Done Research

37:50 Collaboration vs. Research in Jobs to Be Done

39:43 Operationalizing Jobs to Be Done

41:30 Facilitating Team Collaboration

43:16 Understanding Metrics: NPS and Jobs to Be Done

44:41 Common Mistakes in Jobs to Be Done

48:31 Delivering Insights to Teams

51:21 Balancing AI and Human Insight

56:54 Complementary Roles of AI in Research

Link to book - https://g.co/kgs/zTgBXnE

Follow Jim - https://www.linkedin.com/in/kalbach/

Visit ⁠⁠⁠⁠⁠www.theydo.com⁠⁠⁠⁠⁠

Summary

Ryan Levier draws on his experience in customer experience and service design to highlight how building relationships with C-suite executives drives innovation. At Amtrak, he transformed the company’s focus from transportation to hospitality, using data and insights to improve service design and address challenges like train delays.

Ryan emphasizes the importance of empathy, business acumen, and effective communication in fostering change. He explores the concept of "innovation debt" and how learning from past failures can shape future success. By connecting teams and framing key customer and employee moments, Ryan demonstrates how to prioritize what truly matters in the customer journey.

Guest Bio 

With over 15 years of experience representing Fortune 500 companies, Ryan brings a unique approach rooted in servant leadership and a track record of building competitive brands through collaboration with C-Suite executives across roles like Chief Digital Officer, Chief Strategy Officer, Chief Technology Officer, Chief Marketing Officer, and Chief Information Officer.

An expert in experience design, innovation strategy, digital transformation, and athletics, Ryan has shaped world-class B2B, B2B2C, D2C, and eCommerce experiences across sectors like energy, transportation, consumer packaged goods, sports, and nonprofits. By balancing the needs of people, business objectives, and technology's potential, he guides organisations in making innovative strides, fostering adoption, aligning vision, and delivering immediate value to customers.

Through a holistic view of complex challenges in today’s fast-evolving landscape, Ryan brings forward-thinking solutions to enhance operational efficiency and create sustainable growth.

Chapters:

00:00 Introduction to Ryan Levier and His Expertise

02:45 Building C-Suite Relationships for Customer Experience

06:07 Transforming Amtrak: From Transportation to Hospitality

08:54 The Importance of Data and Customer Insights

11:58 Creating a Vision for the Future of Amtrak

15:10 Cross-Functional Collaboration in Innovation

18:04 Understanding Business Language in Customer Experience

21:07 The Role of Empathy and Business Understanding

23:54 Foresight vs. Insight in Strategic Planning

27:02 Communicating Change Effectively

29:59 Implementing Practical Changes at Amtrak

33:45 Understanding Train Delays and Customer Experience

37:20 Connecting Teams for Innovation

41:41 Navigating Innovation Debt

46:06 Learning from Failures

50:58 The Power of Framing in Experience Design

54:12 Micro Moments vs. Moments That Matter

Follow Ryan - ⁠https://www.linkedin.com/in/crleveille/

Follow Jochem - https://www.linkedin.com/in/jochemvanderveer/

Visit us at ⁠⁠www.theydo.com⁠

Summary

Jochem Van Der Veer and John Cutler discuss the intersection of product management and customer experience, emphasizing the importance of customer centricity and aligning business strategies with customer perspectives. They explore the challenges of siloed departments, the role of leadership in fostering a customer-centric culture, and the need for situational awareness and innovation. The conversation highlights the importance of multi-frame thinking, cultural shifts, and integrating business metrics with customer insights. They also address the complexities of defining a North Star metric and advocate for a balanced approach combining top-down directives and bottom-up innovation.

Chapter Breakdown

(00:00) Podcast Introduction

(03:00) Overlooked Aspects of Customer Centricity

(07:10) Differences in Product Management by Company Size

(12:08) Breaking Product Team Silos

(17:29) The Challenge of Scaling Without Silos

(23:16) Innovation vs. Incremental Improvement

(28:30) Organizing Around Features vs. Customer Needs

(34:07) Examples of Thriving Product Teams

(40:53) Leadership's Role in Bridging CX and Product

(47:02) Avoiding Irreversible Decisions in CX

(53:48) Building Skills for Customer-Centric Teams

(57:58) Defining a Company’s North Star Metric

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#customer #centricity #product #management #experience #innovation #organizational #design #situational #awareness #teams #service #agile #frameworks #leadership #agility #business #metrics #northstar #cultural #shifts #skills #development #health #blindspots #strategy

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Summary

In this conversation, David Avrin discusses the evolution of customer experience from a product-centric to a customer-centric approach. He emphasizes the importance of understanding changing customer expectations and balancing business needs with customer desires. Avrin advocates for compassionate capitalism, where profitability and customer satisfaction coexist. He also highlights the challenges customer experience teams face in aligning their initiatives with business outcomes and the role of leadership in driving customer experience transformation. The discussion touches on global perspectives on customer experience and the necessity of eliminating friction to enhance customer satisfaction. In this conversation, David discusses the importance of creating a seamless customer experience and the challenges businesses face in doing so. He emphasizes the need for companies to be aware of friction points in their processes and how AI can play a role in improving customer interactions. Avrin also highlights the significance of maintaining human touch in customer service, especially as automation becomes more prevalent. The discussion touches on the future of customer experience, the value of understanding customer needs, and the necessity for operational decisions to include customer experience insights.

One of the most in-demand Customer Experience speakers and consultants in the world today, David Avrin, Global Speaking Fellow, has shared his content-rich, entertaining and actionable presentations with enthusiastic audiences across the world. David helps organizations better understand and connect with their changing customers and clients to help future-proof their businesses. 

His insights have been featured on thousands of media outlets around the world. But he is also the author of seven books including my favorite Why Customers Leave (and How to Win Them Back).

Guest Bio

One of the most in-demand Customer Experience speakers and consultants in the world today, David Avrin, Global Speaking Fellow, has shared his content-rich, entertaining and actionable presentations with enthusiastic audiences across the world. David helps organizations better understand and connect with their changing customers and clients to help future-proof their businesses. 

His insights have been featured on thousands of media outlets around the world. But he is also the author of seven books including my favourite Why Customers Leave (and How to Win Them Back).

Chapter Breakdown

00:00 Introduction to David

01:06 Shift from Product to Customer Centricity

05:11 Breaking Silos in Customer-Centric Organizations

09:42 Compassionate Capitalism in CX

12:16 CX Teams’ Struggle to Prove Business Impact

15:36 Coaching Leadership for CX Success

18:43 Global Differences in CX Practices

21:35 Eliminating Friction in Customer Journeys

27:45 Examples of Reducing Friction

34:10 Role of AI in Reducing CX Friction

40:31 Challenges with Call Centers and Chatbots

47:28 CX as a Revenue Generator

Takeaways

Understanding customers is key to future-proofing. Balancing profit and customer expectations is challenging. Compassionate capitalism enhances experiences. CX often struggles to align with business goals. Leaders must prioritize CX transformation. Customer expectations vary globally, affecting strategies. Removing friction boosts satisfaction. Quality is expected; ease sets businesses apart. Adapting to evolving customer behaviors is critical. Seamless experiences are vital for success. AI can reduce friction but shouldn't replace humans. CX is often undervalued in decision-making. Friction causes dissatisfaction and customer loss. Generational preferences demand awareness. Prioritize CX during economic downturns. AI should enhance, not hinder, service. Understanding needs reduces unnecessary support calls. Visibility into processes boosts satisfaction. CX insights should inform operations.

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Summary

In this conversation, Jochem Van Der Veer interviews Marc Fonteijn, a prominent figure in the service design community, discussing the evolution of service design, the importance of community, and the challenges faced by service designers today. They explore the dual nature of service design—commercial versus philosophical—and the ethical responsibilities that come with it. Marc shares insights on cultivating influence within organizations, the significance of personal growth, and the ongoing issue of burnout among service design professionals. In this conversation, Marc and Jochem explore the evolving landscape of service design, discussing the importance of individual contributors, the integration of design thinking into leadership roles, and the challenges of maintaining effective meetings and workshops. They delve into the significance of design language and the impact of educational systems on design thinking. The discussion also touches on parenting, community building, and the role of friendships in professional growth, emphasizing the need for supportive networks in the service design field.

Takeaways:

• Service design has evolved significantly over the years.
• Building a community is about creating a safe space for professionals.
• The challenges of community management often revolve around people dynamics.
• Service design is not just about processes; it's about impacting customer experience.
• There are two streams in service design: commercial and philosophical.
• The decline in service design job titles may indicate broader acceptance of the practice.
• Ethics in service design is crucial for sustainable solutions.
• Influence in organizations requires ongoing relationship building.
• Personal growth and reflection are essential for service designers.
• Burnout is a systemic issue that needs to be addressed in the community. - - Curiosity can transform organizational challenges into design opportunities.
• There is a stigma around career advancement in service design.
• Individual contributors are essential for the growth of service design.
• Design thinking should be integrated into leadership roles.
• Workshops can be more effective than traditional meetings.
• Design language should be accessible to everyone.
• Educational systems often hinder creative thinking.
• Encouraging children to visualize and prototype fosters creativity.
• Discipline and curiosity are more reliable than motivation.
• Building friendships is crucial for community engagement.

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Ain Chishty discusses the evolution of AI in customer experience, particularly in contact centers. He highlights the importance of optimizing business outcomes through AI, categorizing AI applications into automation, augmentation, and optimization. Ain emphasizes the significance of understanding customer journeys and personas in engineering design, advocating for a culture of customer centricity within engineering teams to ensure that products meet user needs effectively.

Jochem and Ain In this conversation the importance of a user-centric engineering culture, the significance of understanding user pain points, and the methodologies used in journey mapping and defining user personas. He emphasizes the need for quantifying the impact of customer experience and the balance between revenue generation and cost optimization in contact centers. The discussion also touches on the evolving role of AI in customer interactions, generational preferences in communication, and best practices for optimizing customer experience in large organizations.

Guest Bio

Ain is the EVP of Engineering and Technology at Affinity. They have been pioneering AI and CX since 2006 - Ain’s journey into computer engineering started all the way back in eighth grade, driven by a passion for elegant object design and the magic of coding. With a laser focus on building scalable, resilient, and customer-centric software solutions, Ain has shaped products that solve complex challenges and transform user experiences—particularly in the contact center space.

Chapters

00:00 The Evolution of AI in Customer Experience

13:07 Optimizing Business Outcomes with AI

20:04 Engineering Mindset: Customer-Centric Design

30:02 Building a Culture of Customer Centricity

36:32 Journey Mapping and Use Cases

42:59 Revenue vs. Cost Optimization in Contact Centers

52:00 Generational Preferences in Customer Interactions

01:01:00 Best Practices for Optimizing Customer Experience

Jochem’s Profile - ⁠⁠https://www.linkedin.com/in/jochemvanderveer/⁠⁠

Ain’s Profile - https://www.linkedin.com/in/ain-chishty/

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Summary

Jochem Van Der Veer interviews Steven van Belleghem, exploring South Korea’s unique customer experience landscape, the role of AI, robotics, and government in digital innovation. They discuss personalized automation, redefining human interactions, friction hunting, emotional connections, and the leadership needed to foster customer trust and loyalty in a fast-changing world.

Guest Bio:

Steven is a Customer Experience veteran - he’s mostly known for his super engaging keynotes and high energy on stage.

He finds his inspiration by visiting companies all over the world. He is the co-founder of Nexxworks, an inspiration agency that organises inspiration tours in all corners of the world to inspire executives to improve their customer experience.

He’s also a part-time marketing professor at Vlerick Business School and guest speaker at London Business School.

But most importantly, Steven has seen, dissected, inspected, reviewed and shared more customer experiences than probably any other person in the world.

Some of his popular books include “Customers The Day After Tomorrow” and “When Digital Becomes Human.” His work emphasizes the balance between automation and human connection in creating future-proof customer strategies.

Chapter Breakdown:

00:00 Introduction to Steven Van Belleghem

02:20 Insights from South Korea's Customer Experience Leaders

05:44 The Role of Robots in South Korea's Workforce

07:59 Korea’s Digital-First Approach to Customer Experience

11:20 Government and Corporate Collaboration in Innovation

16:51 Speed vs. Emotional Connection in Customer Experience

19:54 AI and the Future of Customer Service

24:16 Preparing Organizations for AI-Driven Transformation

30:09 Branding and Loyalty in an AI-Powered World

40:22 Redefining Metrics for Customer Experience Success

46:02 The Power of Emotional Engagement in a Frictionless World

53:54 The Future Role of CX Teams in Shaping Strategy

Takeaways:

• Steven's trip to South Korea revealed a stark difference in customer experience compared to Europe and the US.
• South Korea has a unique digital landscape with local tech heroes like Naver and Coupang.
• The integration of robots in workplaces is a significant trend in South Korea.
• Cultural differences impact how customer experience is approached in different regions.
• The South Korean government plays a crucial role in supporting local tech companies.
• Speed is a critical factor in customer experience, but it's not the only one.
• AI will transform customer service, but brands must focus on emotional connections.
• Trust and loyalty will be key differentiators in a future dominated by AI.
• Brands need to strengthen their identity to stand out in an AI-driven market.
• Leadership will need to adapt to new decision-making processes influenced by AI. Innovation will primarily occur on the consumer side with better tools.
• Companies must redefine the role of human interaction in a digital world.
• B2B companies lag behind B2C in customer experience innovation.
• Metrics should focus on zero friction and personalization.
• Friction hunting is essential for maintaining strong customer relationships.
• Emotional connections are key to differentiating customer experiences.
• Customer experience teams should act as the voice of the customer.
• Organizations should prioritize actionable insights over lengthy reports.
• Chewy exemplifies exceptional customer experience practices.
• Leadership must prioritize customer experience as a core business strategy.

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Summary

In this episode of The Experience Edge, Jivesh Juneja, Customer Journey Director at Nissan, shares how he’s reshaped customer experience for over 500 million annual visitors.

Discover how Nissan shifted from product-centric to customer-focused strategies by streamlining operations with the Try, Buy, Use framework. They leveraged data to enhance customer journeys and identify "serious buyers."

Jivesh also shares practical advice on fostering innovation, building cross-functional teams, and driving measurable business outcomes.

Guest Bio 

Jivesh Juneja is a visionary business leader and technology enthusiast, currently spearheading innovation at Nissan Motor Corporation. With over a decade of expertise in digital product management and customer experience, he employs a data-driven approach to managing customer journeys. Notably, he has optimized digital platforms with over 80 million annual visitors and enhanced integration across all customer touchpoints.

Jivesh has a remarkable track record of leading large teams, managing high-stakes projects, and collaborating with senior stakeholders to deliver transformative results. It’s rare to have a journey director on the show whose expertise spans business development, omnichannel marketing, communication strategy, data analysis, and project management.

Chapters:

00:00 Introduction to Jivesh Juneja and His Expertise

01:16 Transitioning to Customer Journey Director at Nissan

02:22 Nissan’s Shift to Journey-Centric Transformation

05:07 Organizing Around the Try-Buy-Use Framework

08:56 Balancing Optimization and Innovation

13:23 Implementing Scaled Agile Framework (SAFe) for Customer Journeys

18:25 Aligning Teams Around Value Streams

24:32 Prioritization Through Journey Taxonomy

31:26 Quarterly Planning and Continuous Improvement Rituals

38:18 Measuring Success with Data and Metrics

43:55 Securing Executive Buy-In for Transformation

46:01 Lessons Learned from Journey Transformation

52:26 Shifting from Product-Centric to Customer-Centric Thinking

56:09 Lightning Round: Jivesh’s First, Last, Worst, and Best Journeys

01:04:56 Closing Remarks and Jivesh’s Contact Details

Follow Jivesh - ⁠⁠https://www.linkedin.com/in/jiveshjuneja/

Follow Jochem - ⁠https://www.linkedin.com/in/jochemvanderveer/

Luciane Carrillo, Head of Customer Experience at Crunchyroll and former Netflix leader, joins the podcast to reflect on 13 years shaping CX at a global scale. She shares lessons from Netflix’s international expansion, how she's adapting them for Crunchyroll's anime-loving fanbase, and why cultural nuance, feedback, and empowerment are vital for modern CX leadership. From creating proactive CX teams to mentoring women through her Brava community, Luciane brings both strategic insight and heart to every touchpoint.

Guest Bio

Luciane is a trailblazer in customer experience, with over 15 years of expertise transforming how global brands connect with their audiences. At Netflix, she played a pivotal role in scaling customer experience strategies during the company’s groundbreaking global expansion, navigating cultural and operational challenges to deliver exceptional results.

Now leading CX transformation at Crunchyroll, a Sony Pictures subsidiary, Luciane is setting new standards by blending data-driven insights with empathetic leadership. Beyond her corporate work, she is the founder of Brava, a foundation dedicated to empowering and celebrating women.

Chapters

00:00 Introduction to Luciane Carrillo

01:37 What Crunchyroll is and how it differs from other streaming platforms

03:21 Comparing CX at Netflix vs. Crunchyroll

06:08 Reusing vs. reinventing the playbook in new orgs

09:44 Transferring soft skills and global mindset

10:37 Adapting Netflix’s culture of feedback at Crunchyroll

13:12 Navigating global teams and communication styles

16:43 How CX has evolved beyond support

19:27 Organizational structure to elevate CX impact

22:54 Building relationships with other teams

25:31 CX as a strategic foresight function

27:18 Designing for fans vs. users

30:59 Segmenting support based on culture and region

35:12 Balancing AI and human support in CX

37:18 Crunchyroll’s no-voice support strategy

38:50 Understanding AI chatbot effectiveness

40:00 Mentoring CX leaders and tackling systemic biases

45:49 Examples of bias in workplace systems

48:49 How Brava helps women navigate career challenges

51:42 How Luciane’s leadership style evolved

55:02 Recommended resources for CX and leadership

58:15 First, last, worst, best journey stories

01:02:42 Closing thoughts

Jochem’s Profile - ⁠⁠⁠⁠https://www.linkedin.com/in/jochemvanderveer/⁠⁠⁠⁠

Luciane Carrillo - https://www.linkedin.com/in/luciane-carrillo-4932137/

Martin Villanueva, Global Customer Engagement Lead at IKEA, shares insights on the evolving landscape of customer loyalty, AI-driven personalization, and omnichannel experiences. He discusses how IKEA balances digital and physical retail, the challenges of managing customer engagement across global franchises, and the role of AI in shaping hyper-personalized yet privacy-conscious interactions. Martin also explores how AI is transforming customer data management and decision-making, offering a glimpse into the future of intelligent, human-centered customer experiences.

Guest Bio

Martin Villanueva is IKEA’s Global Customer Engagement Lead, with a track record of pushing boundaries at global brands like McDonald's, Nike, adidas, and now IKEA. Combining strategic thinking, creativity, and a data-driven mindset, he delivers impactful results in every project. He is also a sought-after keynote speaker on customer engagement and innovation.

Beyond his professional achievements, Martin is an accomplished athlete and former captain of his university football team, where he honed his leadership and teamwork skills while competing in Australia’s Premier League. His career has spanned multiple continents—including Buenos Aires, the Netherlands, Panama, and Peru—and his studies have taken him to Hong Kong and New York, giving him a truly global perspective in his work.

Chapters

00:00 Introduction and Guest Welcome

01:57 Martin’s Background: From Sports to Global Brands

02:46 How IKEA’s Customer Experience Differs from Nike & Adidas

05:02 Is Customer Loyalty Still Relevant?

07:28 The Evolution of Loyalty Programs with AI

10:19 Emotional Loyalty vs. Transactional Loyalty

13:02 AI’s Role in Customer Engagement at IKEA

15:38 AI-Powered Personalization and Its Impact on Retail

16:42 Will AI Reduce the Need for Physical Stores?

19:19 IKEA’s Franchise Model and Customer Experience Strategy

22:08 How Global Franchises Adopt Customer Engagement Strategies

25:42 Measuring Engagement and Customer Lifetime Value

28:20 Handling Franchise Resistance to Global Strategies

32:27 How AI is Changing Decision-Making in Global Brands

34:23 AI Adoption at IKEA and Its Impact

37:15 How to Ensure AI Provides the Right Answers

40:48 Has AI Changed How Teams Analyze Customer Data?

42:31 The Role of Remote Work in Global Teams

45:34 Managing a Distributed Global Customer Engagement Team

48:11 How to Stay Close to Customers in a Global Role

50:58 Bringing Physical Customer Experience Insights to Digital Teams

53:14 AI-Enabled Retail Design and Behavioral Insights

56:10 Ethics of Influencing Customer Behavior in Retail

58:52 Closing Thoughts and Where to Find Martin

Jochem’s Profile - ⁠⁠⁠https://www.linkedin.com/in/jochemvanderveer/⁠⁠⁠

Thomas’s Profile - ⁠https://www.linkedin.com/in/martinrvm/

In this episode of The Experience Edge, Jenni Reijonen shares how LocalTapiola, one of Finland’s largest insurance companies, is reshaping customer experience. She reveals how they built a thriving customer community of over 1,000 members without any incentives, how they’re using design thinking to transform CX, and why customer experience is more than just customer service. Jenni also opens up about the challenges of shifting from system-centric to customer-first development, the power of persistence, and the small wins that keep the team motivated.

Guest Bio 

Jenni Reijonen is not your typical customer experience leader—she’s an Experience Evangelist, dedicated to transforming CX into a strategic business advantage. With a deep background in design thinking and customer-centric innovation, she has played a pivotal role in reshaping how organizations understand and engage with their customers.

One of her standout achievements was building LocalTapiola’s customer community from the ground up, growing it into a thriving ecosystem of over 1,000 members—an impressive feat for an insurance company. For Jenni, customer experience isn’t just about improving journeys; it’s about fundamentally changing how companies connect with their audiences.

Today, she leads customer experience renewal and design tools at LocalTapiola, driving innovation and deeper customer engagement.

Chapters:

00:00 Introduction to Jenni Reijonen and Her CX Expertise  

02:12 Why Build a Customer Community?  

04:02 The Challenges of Scaling a CX-Driven Community  

06:45 How Culture Supports Customer-Centric Transformation  

08:42 Making the Business Case for CX  

11:35 Early Indicators That CX Transformation Works  

14:19 The House Framework for CX Renewal  

17:52 Mapping Processes to Customer Journeys  

20:46 The Evolving Governance Model for CX  

22:41 Measuring CX & Connecting to Business Metrics  

26:44 The Role of Cross-Functional Teams in CX  

31:53 What Happens After Transformation?  

35:58 Overcoming Resistance to Change in CX  

39:46 Communicating & Scaling CX Initiatives  

47:36 Celebrating Small Wins in CX  

51:09 Jenni’s Best, Worst & First Customer Journeys  

54:47 Closing Remarks & How to Connect with Jenni

Follow Jenni - https://www.linkedin.com/in/reijosenjenni/

Follow Jochem -⁠⁠⁠https://www.linkedin.com/in/jochemvanderveer/

Visit us at ⁠www.theydo.com

Summary

In this conversation, Andrew George, direct marketing strategist and customer experience advocate at the Canadian Red Cross, shares strategies for optimizing donor engagement through journey mapping, empathy-driven communication, and blending traditional metrics with attitudinal data. He highlights the importance of collaboration across teams, empowering donors, and implementing feedback loops to improve retention. Andrew reflects on lessons learned, adapting to changing donor needs, and the unique challenges nonprofits face compared to for-profits while emphasizing the ongoing journey toward true donor-centricity and the need for executive buy-in to drive CX initiatives.

Guest Bio

Andrew wears two hats as both a direct marketing strategist and customer experience advocate at the Red Cross, where he expertly balances the metrics-driven demands of marketing with the empathy-driven needs of CX. With a focus on direct marketing, Andrew understands the rigorous push to generate responses, acknowledging the sometimes transactional nature of the field. But it’s through CX that he finds deeper fulfilment—connecting with donors one-on-one to better understand their experiences, even when the conversation is challenging. For Andrew, these insights help drive genuine, impactful relationships with donors, fueling meaningful growth for Red Cross programs.

As a lifelong Tottenham Hotspur supporter, he knows all about loyalty and dedication. Andrew has also dabbled in the world of voice acting, lending their voice to small commercials and narrations—an experience that adds another layer of versatility to their storytelling skills.

Chapter Breakdown

00:00 Introduction to Andrew George and His Roles

05:49 Metrics and KPIs in Non-Profit Marketing

11:56 Insights from the Ukraine Donor Journey

18:00 Creating Aha Moments for Team Empathy

24:04 Balancing What Donors Say vs. What They Do

29:54 Team Structure and Collaboration in Marketing and CX

35:45 Implementing Feedback Loops for Improvement

42:40 Empowering Donors Through Communication

48:36 Nonprofit vs. For-Profit: A Cultural Perspective

56:09 Overcoming Resistance to Change

Takeaways

• Andrew balances metrics-driven marketing with empathy-driven customer experience.
• The primary customers for the Red Cross are individual donors.
• Optimizing donor experience is crucial for retention and engagement.
• Metrics like share of wallet and retention are key performance indicators.
• Attitudinal measures can correlate with financial success in non-profits.
• Journey mapping helps understand the donor experience from start to finish.
• The Ukraine donor journey provided valuable insights into donor motivations.
• Creating a seamless experience is essential for donor satisfaction.
• One-on-one interviews yield deeper insights than surveys.
• Team collaboration is vital for creating a unified donor experience. CX is organized in pockets within the organization.
• Collaboration is key for effective decision-making.
• Feedback loops are essential for continuous improvement.
• Mistakes in CX often stem from solving non-existent problems.
• Empowering donors enhances their experience and engagement.
• Donor needs are evolving, requiring adaptive strategies.
• Nonprofit organizations attract individuals motivated by purpose.
• True donor-centricity is a continuous challenge.
• Executive buy-in is crucial for successful CX initiatives.
• Change management is necessary to overcome resistance.

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In this episode, Daniela Carrillo, CX New Modalities Program Manager at Uber, shares insights into how Uber transforms customer experience (CX) through innovation and empathy-driven design. She discusses the importance of understanding diverse user needs across global markets and how balancing data with real-world insights leads to better customer solutions.

Daniela highlights the power of cross-team collaboration, the challenges of quantifying CX pain points, and how to build trust with product teams to ensure customer feedback drives meaningful improvements. She also explores the role of AI in CX, the impact of socio-economic context on user behavior, and the importance of asking the right questions to uncover actionable insights.

The conversation concludes with Daniela reflecting on her own best and worst customer journeys, reinforcing the value of simplicity, empathy, and trust in designing standout service experiences.

Guest Bio

Daniela Carrillo is a powerhouse in customer experience transformation and currently serves as the CX New Modalities Program Manager at Uber. Passionate about empathy-driven design, she specializes in uncovering the "why" behind decisions, bridging the gap between user needs and backend complexities to create seamless and impactful journeys. At Uber, Daniela plays a crucial role in developing innovative approaches that enhance customer experiences across diverse transportation modalities, ensuring the company's global services are tailored to local market needs.

Chapters

00:01 Daniela Carrillo’s role at Uber

01:17 What are “New Modalities” in Uber’s CX strategy?

03:53 Adapting Uber’s services to different markets

07:42 How Uber collects and applies customer insights

12:29 Why companies should balance data with real-world experience

19:24 How product teams engage with CX feedback

27:42 The power of storytelling in product development

34:22 Reading between the lines in customer research

40:16 The pitfalls of having too much data

49:55 Keeping CX research simple and effective

55:48 The role of AI in Uber’s customer support

57:49 Lightning round: Daniela’s best and worst customer journeys

Jochem’s Profile - ⁠https://www.linkedin.com/in/jochemvanderveer/⁠

Daniela’s Profile - ⁠https://www.linkedin.com/in/carrillodaniela/

Visit us at ⁠⁠⁠www.theydo.com Summary

In this conversation, Todd Unger, Chief Experience Officer at the American Medical Association (AMA), discusses his journey in transforming the organization to focus on growth through customer experience. He emphasizes the importance of understanding the target customer, creating a compelling brand proposition, and the role of digital transformation in achieving these goals. Todd shares practical insights and examples from his experience, including the development of a customer experience strategy and the creation of his book, 'The 10 Second Customer Journey.' In this conversation, Todd Unger discusses the importance of simplicity in branding, the process of building products that deliver on brand promises, and the significance of brand sentiment in driving membership. He reflects on the lessons learned during the pandemic and emphasizes the need for streamlined commerce processes and effective storytelling. Unger also highlights the importance of eliminating friction in customer experience and shares insights on the future of customer experience and growth strategies.

Guest Bio:

Todd is a transformational leader with a real edge on Experience, known for his "productive disruptor" mindset he turned his company upside down to focus on one thing: growth.

With over a decade of expertise in consumer product marketing and advertising, he has a laser focus on the customer, ensuring that business and digital transformation are always customer-centred. Currently serving as Chief Experience Officer at the American Medical Association, they drive initiatives that blend product, marketing, e-commerce, community, and service to boost membership and enhance the impact of the organisation’s mission.

He’s the author of the 10-second customer journey. A playbook on customer experience, offers a groundbreaking step-by-step framework that redefines the way businesses approach customer interactions.

Chapter Breakdown:

00:00 Introduction to Todd Unger and AMA

02:01 Defining Growth at a Legacy Organization

04:31 Digital Transformation as a Growth Driver

06:31 Breaking Down Silos for Success

11:16 Redesigning Email Campaigns for Impact

16:01 Overview of the Seven-Step CX Framework

20:51 Redefining Target Customers in 4D

25:31 Creating a Compelling Brand Proposition

30:01 Delivering on the Brand Promise

36:01 Streamlining the Commerce Process

40:31 Building a Strong Storytelling Platform

50:01 Eliminating Friction Across Touchpoints

55:01 Lessons for CX Leaders

Takeaways:

• The point of customer experience is growth.
• Membership growth is a challenge for associations.
• Digital transformation is key to member engagement.
• Aligning marketing, product, and service is crucial for growth.
• A culture of testing and experimentation drives innovation.
• Understanding the target customer is foundational for success.
• Segmentation should be driven by data, not assumptions.
• A compelling brand proposition resonates emotionally with customers.
• Simplicity in messaging is essential for clarity.
• Leadership support is vital for organizational change. Simplicity in branding can lead to better customer understanding. Digital brands excel by conveying their message quickly and effectively.
• Creating a product that aligns with brand promises is crucial.
• Brand sentiment is a key metric for membership success.
• The pandemic reshaped how organizations express their brand strategies.
• Streamlining the commerce process enhances customer experience.
• A strong storytelling platform is essential for engagement.
• Eliminating friction in customer journeys can drive growth.
• CX should be embedded in operational units for effectiveness.
• Continuous learning and adaptation are vital for organizational growth.

⁠⁠Follow Todd

⁠⁠⁠Follow Jochem⁠⁠⁠

From redefining “frontline” support to using AI for strategic insight—not replacement—Jen Burton brings a fresh, human-first perspective to CX leadership. As a CX Coach at Zendesk with nearly 20 years of experience, she shares how building a culture rooted in emotional intelligence and warmth drives both team performance and customer loyalty. In this episode, Jen dives into the operational power of AI, the untapped value of second response time, and the importance of aligning CX with business goals. She also opens up about her own journey through leadership challenges, hiring missteps, and the pursuit of becoming truly “unbothered.”

Guest Bio

Jen Burton is a CX Coach at Zendesk, where she leads the design and implementation of human-centric, data-driven performance systems that streamline operations and deliver outstanding results. With more than 15 years of experience in customer support and operations, Jen is widely recognized for her ability to build scalable, high-quality support systems across chat, SMS, and voice channels.

Her approach combines the power of AI with the nuance of human insight, empowering teams to operate with autonomy while driving both customer satisfaction and business success. Passionate about elevating the human experience, Jen also brings a deep commitment to fostering personal growth and authentic connections within teams.

Chapters

00:00 Introduction to Jen Burton and her leadership philosophy

03:42 Humanizing leadership: challenges and best practices

10:04 Reframing blame and building emotional resilience

13:42 Creating a warm and high-performing CS culture

20:21 Structuring support teams for scale and growth

24:07 Collaborating across teams: CX as a strategic partner

30:34 Making the business case for CX investments

33:59 Operational AI: from sentiment analysis to trend detection

42:54 Evolving CX metrics and performance management

51:37 Coaching and QA in modern CX environments

55:02 The future of CX: upskilling, AI, and journey thinking

59:16 Ownership and collaboration around customer journeys

01:01:50 Personal journey stories: growth through wins and losses

01:09:08 Where to find Jen and final reflections

Jochem’s Profile - ⁠⁠⁠⁠⁠https://www.linkedin.com/in/jochemvanderveer/⁠⁠⁠⁠⁠

Jen Burton - ⁠https://www.linkedin.com/in/jenburton/

The Experience Edge speaks to, Lasse Kragh Carstensen, Head of Digital Business & Channels at Sparekassen Danmark, shares how a customer-owned bank is redefining financial services with a human-first approach. He discusses the paradox of scaling while staying personal, how customer insights directly shape strategy, and why simplifying digital experiences matters more than adding features. Lasse also reveals the challenges of balancing AI with human service, the importance of friction hunting, and how Sparekassen aligns teams around the customer journey.

Guest Bio

Lasse is a dynamic business strategist and digital transformation expert with a proven track record of driving customer-centric growth. With extensive experience in the financial sector, including leadership roles in the banking and pension industries, Lasse has successfully managed complex projects and teams, earning recognition for his innovative approach to digital business development and agile product design. 

His work consistently bridges the gap between companies and their customers, delivering measurable business performance improvements.

Chapters

00:00 Introduction

02:25 How Sparekassen Danmark Differs from Traditional Banks

04:53 The Paradox of Staying Human While Scaling Efficiently

07:20 AI in Banking: Where Does It Fit?

12:10 Organizing Teams Around the Customer Journey

16:53 How Customer Feedback Informs Strategic Decisions

25:55 Digital Transformation in Banking: Key Challenges

35:39 Measuring Simplicity in Customer Experiences

47:13 The Future of Human-Centric Banking

55:58 The Importance of Continuous CX Improvement

58:00 Friction Hunting: Eliminating Pain Points in Banking

01:05:09 Closing Remarks & How to Connect with Lasse

Jochem’s Profile - https://www.linkedin.com/in/jochemvanderveer/

Lasse’s Profile - https://www.linkedin.com/in/lasse-kragh-carstensen-5ba84bb2/

Visit us at ⁠www.theydo.com⁠

Summary

Deborah Honig, a Global Business Executive at Samsung Electronics, shares insights into customer journeys, from mobile ordering to digital banking. She highlights the role of technology in enhancing user experience, reflects on both positive and negative interactions, and explores the challenges brands face in delivering consistent online and offline experiences.

Guest Bio

Deborah is an accomplished leader in customer experience and brand innovation, currently driving Samsung’s vision of a connected, customer-first future in the UK. In her role, she orchestrates Samsung's diverse product and service ecosystem.

And here’s what I love: merging cutting-edge technology with emotion.

She is tasked with defining Samsung’s brand purpose for the UK, and today she’s pioneering ways to enrich how people live, engage, and connect.

Her career began at McKinsey, From there, she advanced to leadership roles with some of the world’s most iconic brands, including Nike, Amazon, M&S, and Starbucks.

Her experience spans developing brands, creating transformative customer value props, and building retail strategies that use data and technology to meet customers where they are.

Chapter Breakdown

00:00 Rapid Fire Questions with Deborah

00:12 First Customer Journey: Mobile Ordering at Starbucks

01:09 Recent Journey: Buying a Samsung Vacuum

02:47 Worst Journey: In-Store and Online Boot Purchase Issues

05:03 Best Journey: Switching to Barclays for Digital Banking

07:20 Surprises in Digital Banking Experience

08:39 Challenges of Stickiness in Banking

09:30 The Evolution of Customer Journeys with Technology

12:10 Personalized Experiences in Retail and Banking

15:05 Lessons from Great and Poor Customer Journeys

18:22 Predictions for the Future of Customer Experience

21:15 Final Reflections on Digital Transformation

Takeaways:

• People want to get in and get out quickly.
• Mobile ordering has evolved significantly over the years.
• Chatbots can enhance the customer journey by providing information.
• Inconsistent policies between online and offline can frustrate customers.
• Technology in banking has made processes more convenient and efficient.
• Switching banks can lead to better customer experiences.
• Digital validation of documents is becoming more common in banking.
• Customer expectations change based on past experiences with brands.
• Brands need to keep up with technological advancements to retain customers.
• A seamless customer journey is crucial for satisfaction.

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Visit ⁠⁠⁠www.theydo.com⁠⁠⁠

Summary In this episode of The Experience Edge, Zack Hamilton, a seasoned CX leader and retail strategist, joins us to explore the future of customer experience. From his unique journey from retail to SaaS, Zack shares insights on the rise of Journey Pods, the fall of NPS, and how focusing on customer lifetime value can transform businesses. With unfiltered advice and actionable strategies, Zack reveals what it takes to truly UnF*** CX and create meaningful, lasting customer connections.

Guest Bio 

Zack Hamilton is a distinguished retail and eCommerce strategist, recognized for his transformative leadership as a Chief Experience & Strategy Officer. With over two decades of deep expertise in retail, he has played a pivotal role in shaping the future of customer experience (CX), employee experience (EX), and post-purchase experience (PPX) for global brands.

As an eCommerce visionary, Zack has been instrumental in developing and implementing digital-first strategies that seamlessly integrate online and offline retail experiences. His innovative approaches have consistently driven significant improvements in customer acquisition, conversion rates, and lifetime value across digital platforms. Having advised over 200 retail brands worldwide—including industry giants like Walmart, Macy's, and SEPHORA—Zack specializes in creating cohesive, omnichannel experiences that drive business growth.

Chapters:

00:00 Introduction to Zack Hamilton and His Expertise

01:53 Transitioning from Retail to SaaS at Parcel Lab

05:20 Evolution of CXOs: Operational vs. Survey-Centric Leadership

11:07 Framing Customer Problems with a P&L Lens

17:36 Introducing Journey Pods and Redefining Retail Models

24:48 Serving Emerging Luxury Customer Segments

30:23 Structuring Journey Pods: Teams, Metrics, and Responsibilities

36:38 Governance and Decision-Making in Journey Teams

42:30 Launching “UnFuck Your CX” Newsletter: Mission and Impact

50:01 Challenging NPS and Advocating for Customer Lifetime Value

56:21 Setting Metrics for Business Impact and Long-Term Growth

59:37 Lessons Learned in CX Leadership and Career Highlights

01:04:27 Closing Remarks: How to Follow Zack

Follow Zack - https://www.linkedin.com/in/zackhamilton/

Follow Jochem - ⁠⁠https://www.linkedin.com/in/jochemvanderveer/