Your CX Energy Boost!: Recent Episodes
Zanna van der Aa
Based on her PhD in CX and her 20+ years of experience with driving CX transformation programs globally, Zanna van der Aa shares all her knowledge with you, so you can enhance the impact of your own CX program even more. She always combines her scientific background with a very no-nonsense, pragmatic, energizing approach that you can apply immediately in your day-to-day work.
This is part of our Leadership Behavior Series, where we're diving deeper into some of the 21 behaviors from my new book on human-centric CX transformation: Once You See It.
In this episode, Miranda and I talk about something that fuels every transformation from the inside out: bringing the energy. And I don't just mean being loud or high-octane about it. I mean knowing your energy — what drives you, what your authentic leadership DNA looks like — and then channeling that into mobilizing an entire organization to go on the journey with you.
Because here's the thing: too many employees walk into work and put on their "corporate hat." The energy dies. The transformation stalls. And the leader wonders why nothing is sticking.
Some things we cover:
- Why "bring the energy" is one of the last — and most important — behaviors in the book
- The two sides of energy: your personal purpose AND mobilizing the organization
- Why authentic energy matters more than high-energy performance
- Balancing the hard (data, numbers) and soft (behaviors, culture) sides of transformation
- Beyond NPS: how to actually measure energy and behavior change
- Why the old "3-year roadmap" approach kills transformation momentum
- Adaptive transformation: learning and improving as you go
- Lagging vs. leading indicators — and why most leaders are stuck in the middle
- How to track transformation using employee stories + AI
- Three practical steps to start tomorrow
What I love most about this conversation is how it connects energy to purpose. The leaders who are genuinely fueled by why the transformation matters — not just what needs to change — are the ones who create real momentum. Not through a campaign. Through conviction.
Whether you're leading a company-wide transformation or trying to shift the culture in your own team, I hope this gives you permission to start with yourself first — and bring your version of the energy.
NEW! Once You See It — Executive Guide to Human-Centric CX Transformation by Dr. Zanna van der Aa is out now! A unique combination of the CEO perspective and the CX transformation lead perspective — plus a dedicated chapter on the role of AI in experience.
Accelerate in Experience Academy
Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelera
NEW! Once You See It - Executive Guide to Human-Centric CX Transformation by Dr. Zanna van der Aa is out now!
It contains a unique combination of perspectives: the CEO perspective and the CX transformation lead perspective.
And in between these two parts of the book, she also shares a chapter on the role of AI in experience.
Accelerate in Experience Academy
Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months.
🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online.
👉 Start your journey: https://academy.zannavanderaa.com/en
More info?
LinkedIn -> https://www.linkedin.com/in/zannavdun/
YouTube -> https://www.youtube.com/@dr.zannavanderaa
Website -> https://zannavanderaa.com/
Dutch version podcast -> https://beleving.buzzsprout.com
This is part of our Leadership Behavior Series, where we're diving deeper into some of the 21 behaviors from my new book on human-centric CX transformation: Once You See It.
In this episode, Richard and I talk about something I think is absolutely foundational for any leader navigating transformation: understanding their context. And I don't just mean knowing your stakeholders or your org chart. I mean genuinely understanding the world through the eyes of the people around you — their pressures, their competing tensions, and the invisible forces pulling them away from the change you're trying to create together.
Richard brings such a rich perspective here — from the neuroscience of fight-or-flight to the three levels of adult development to the art of holding polarities. What strikes me most is how he connects the inner work of leadership to the outer results. You can't truly understand someone else's context if you haven't learned to manage your own.
Some things we cover:
- Why empathy isn't about putting yourself in someone else's shoes — and what to do instead
- How imposter syndrome in new CEOs can actually be a leadership asset
- The danger of overconfidence — and how to stay humble as your results improve
- Polarities: why the best leaders hold "both/and" instead of "either/or"
- Why stress and fight-or-flight make you a smaller version of yourself
- The three levels of adult development — and the leap every transformation leader must make
- Viktor Frankl and the power of the pause: choosing your response under pressure
- One practical tip to become more present, starting tomorrow
What I love most about this conversation is how Richard connects self-regulation to empathy. You simply cannot understand someone else's context if you're running on autopilot. The leaders who've done the inner work — who've processed their own adversity, who've learned to notice their triggers — are the ones who create genuine psychological safety around them. Not through a workshop. Through their presence.
Whether you're a CEO navigating a major transformation or a leader who just wants to show up more fully for the people around you, I hope this gives you one small thing to try — and a reminder that slowing down is often the most powerful move you can make.
Timestamps (00:00) – Introduction: Understanding Their Context (01:43) – Why empathy ≠ putting yourself in someone else's
NEW! Once You See It - Executive Guide to Human-Centric CX Transformation by Dr. Zanna van der Aa is out now!
It contains a unique combination of perspectives: the CEO perspective and the CX transformation lead perspective.
And in between these two parts of the book, she also shares a chapter on the role of AI in experience.
Accelerate in Experience Academy
Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months.
🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online.
👉 Start your journey: https://academy.zannavanderaa.com/en
More info?
LinkedIn -> https://www.linkedin.com/in/zannavdun/
YouTube -> https://www.youtube.com/@dr.zannavanderaa
Website -> https://zannavanderaa.com/
Dutch version podcast -> https://beleving.buzzsprout.com
This is part of our Leadership Behavior Series, where we're diving deeper into some of the 21 behaviors from my new book on human-centric CX transformation: Once You See It.
In this episode, Joanna and I talk about something that I think is genuinely changing the way the best organisations approach change: adaptive transformation. And I know what you might be thinking — we already have a roadmap, we already have a plan. But here's the thing: do you want to lead transformation based on a fixed plan, or based on what's actually happening?
We explore why the traditional three-year roadmap so often runs out of steam, and what it looks like to transform in a way that can actually keep up with the world. Joanna brings such a rich perspective here — from her work on adaptive thinking to her research on divergent and convergent problem solving.
Some things we cover:
- Why there's no cookie-cutter model for transformation — and why that's actually a good thing
- The three things adaptive organisations do differently: sense, respond, and redesign
- How to build a genuine sensing capability (hint: it's not just about data)
- The yin and yang of divergent and convergent thinking — and how to use both at the right moment
- Why a certain percentage of failure is actually a sign your organisation is healthy
- Practical first steps for leaders who want to become more adaptive tomorrow
What I love most about this conversation is the honesty around the hard parts. The mindset shift. The pressure of quarterly results. The leadership changes that can unravel years of progress. We don't skip over those — because that's where transformation either lives or dies.
Whether you're a CEO trying to get your organisation unstuck, or a transformation lead looking for a smarter way to drive change, I hope this gives you something concrete to take into next week.
Timestamps
(00:00) – Introduction: Why Adaptive Transformation?
(01:39) – The Problem With the Three-Year Roadmap
(05:46) – What Adaptive Transformation Actually Means
(09:18) – Sensing Change: Data, Human Signals, and AI
(14:52) – Divergent and Convergent Thinking: The Yin and Yang of Problem Solving
(16:23) – The USAA Example: Making Adaptive Thinking Everyone's Job
(19:45) – Codiwomp: Traveling Purposefully Toward a Vague Destination
(22:18) – Concentric Circles: How Real Transf
NEW! Once You See It - Executive Guide to Human-Centric CX Transformation by Dr. Zanna van der Aa is out now!
It contains a unique combination of perspectives: the CEO perspective and the CX transformation lead perspective.
And in between these two parts of the book, she also shares a chapter on the role of AI in experience.
Accelerate in Experience Academy
Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months.
🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online.
👉 Start your journey: https://academy.zannavanderaa.com/en
More info?
LinkedIn -> https://www.linkedin.com/in/zannavdun/
YouTube -> https://www.youtube.com/@dr.zannavanderaa
Website -> https://zannavanderaa.com/
Dutch version podcast -> https://beleving.buzzsprout.com
This is part of our Leadership Behavior Series, where we're diving deeper into some of the 21 behaviors from my new book on human-centric CX transformation: Once You See It.
In this episode, Richard and I talk about something that I think is really foundational for leaders: embracing your courage. And I don't mean the loud, heroic kind. I mean the quiet, daily kind — the kind that asks you: am I taking the easy path, or the right one?
Because here's the thing: courage is twofold. There's the courage to stand for what you believe in, especially when the short-term pressure is on and the world is pulling you somewhere else. And then there's the courage of vulnerability — of leading without all the answers in a world that's more uncertain than ever. Both matter. Both are hard. And both are worth talking about.
Some things we cover:
- Why courage is the real foundation underneath every leadership behaviour
- The two directions of courage — standing firm AND leading with vulnerability
- Why facing your own patterns is the biggest leadership assignment of all
- The difference between performing leadership behaviours and truly embodying them
- The noble warrior concept: how to lead with drive and purpose without losing your humanity
- Why resistance to change is often grief in disguise — and what to do with that
- How to name your core fears and choose not to be blocked by them
I think what I love most about this conversation is how Richard connects courage to compassion. The leaders who've truly integrated their own adversity are the ones who create the most genuine psychological safety around them. Not through a workshop. Through their humanity.
Whether you're a CEO leading a major transformation or just someone who wants to show up more fully, I hope this gives you permission to feel the fear — and go anyway.
Timestamps
(00:00) – Introduction & why courage is the foundation of leadership
(01:49) – The two directions of courage: standing firm and leading with vulnerability
(07:30) – The inward journey: facing your own patterns (09:04) – From human doings back to human beings
(18:53) – Doing it vs. living it: performing vs. embodying leadership
(20:24) – The noble warrior: drive, purpose, and humanity combined
(24:32) – Holding courage when you meet resistance
(29:02) – The authenticity trap
(30:58) – What blocks most leaders: three levels of adult
NEW! Once You See It - Executive Guide to Human-Centric CX Transformation by Dr. Zanna van der Aa is out now!
It contains a unique combination of perspectives: the CEO perspective and the CX transformation lead perspective.
And in between these two parts of the book, she also shares a chapter on the role of AI in experience.
Accelerate in Experience Academy
Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months.
🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online.
👉 Start your journey: https://academy.zannavanderaa.com/en
More info?
LinkedIn -> https://www.linkedin.com/in/zannavdun/
YouTube -> https://www.youtube.com/@dr.zannavanderaa
Website -> https://zannavanderaa.com/
Dutch version podcast -> https://beleving.buzzsprout.com
This is part 1 of our Leadership Behavior Series, where we're diving deeper into some of the 21 behaviors from my new book on human-centric CX transformation: Once You See It.
In this episode, Miranda and I talk about something that I think is really crucial for leaders: creating a reflection rhythm. And I know, I know, your calendar is probably back to back with meetings. Trust me, I get it. But here's the thing: do you want to lead transformation based on your calendar, or based on your values?
We explore why reflection matters, not just on a personal level, but also when you're running transformation. I share my own journey with reflection, from my leadership development program to how I've learned to design my calendar with thinking space including my monthly week at ‘Egmond aan Zee’.
Some things we cover:
- Why standing still regularly helps you be the leader you want to be
- How I learned to recognize patterns faster (from a week later, to hours later, to before I even send that email)
- The business case for reflection (spoiler: 15 minutes a day can boost performance by 23%)
- Practical tips for creating reflection rhythms, both personally and with your leadership team
- Why authenticity and being present really matter when you're leading transformation
I think what I love most about this conversation is how we talk about integrity, not as this perfect state, but as something you can restore. We're human, we make mistakes, but how you handle that really tells people something about your values.
Whether you're a CEO or just someone who wants to lead with more intention, I hope this gives you some space to think about your own reflection rhythm.
Timestamps
(00:00) – Introduction to the Behavior Series
(01:09) – Why Reflection Matters for Leaders
(02:15) – Leading From Values vs. Leading From Your Calendar
(02:58) – Discovering the Power of Reflection (Personal Journey)
(04:39) – Becoming Aware of Patterns and Their Impact
(06:03) – The Benefits of Reflection: Awareness, Choice, and Growth
(08:17) – Creating Space: Reflection, Creativity, and Thinking Time
(11:47) – Reflection, Integrity, and Leading Transformation
(15:42) – Practical Reflection Habits for Leaders and Teams
(18:35) – Reflection in Teams and Transformation Journeys
NEW! Once You See It - Executive Guide to Human-Centric CX Transformation by Dr. Zanna van der Aa is out now!
It contains a unique combination of perspectives: the CEO perspective and the CX transformation lead perspective.
And in between these two parts of the book, she also shares a chapter on the role of AI in experience.
Accelerate in Experience Academy
Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months.
🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online.
👉 Start your journey: https://academy.zannavanderaa.com/en
More info?
LinkedIn -> https://www.linkedin.com/in/zannavdun/
YouTube -> https://www.youtube.com/@dr.zannavanderaa
Website -> https://zannavanderaa.com/
Dutch version podcast -> https://beleving.buzzsprout.com
Most CEOs agree Customer Experience drives business results. But few know how to make it work beyond the buzzwords.
In this episode, Dr. Zanna van der Aa shares the CEO án CX transformation lead perspective of her new book Once You See It — a practical guide for leaders who want to make human-centric transformation measurable, scalable, and real.
You’ll learn:
- Why 4 out of 5 CX programs fail — and how CEOs can prevent it
- The three-layered model to ignite, scale, and inspire transformation
- How to move from product-centric to human-centric systems
- What 21 leadership behaviors create lasting change
- Why compassion, courage, and reflection are the CEO’s most underestimated transformation tools
Zanna shows that CX isn’t a marketing initiative — it’s a strategic way to drive performance, culture, and purpose. Once you see it, you can’t unsee it.
Check out: zannavanderaa.com/onceyouseeit
And watch the video podcast Once You See It here.
About Dr. Zanna van der Aa:
25 years in CX Transformation | PhD in Customer Experience | Author of Once You See It | 250+ transformations across 25 countries | Worked with Randstad, Egon Zehnder, Allianz
CEOLeadership #CustomerExperience #CXTransformation #HumanCentricLeadership #OnceYouSeeIt #SystemicChange #BusinessStrategy
NEW! Once You See It - Executive Guide to Human-Centric CX Transformation by Dr. Zanna van der Aa is out now!
It contains a unique combination of perspectives: the CEO perspective and the CX transformation lead perspective.
And in between these two parts of the book, she also shares a chapter on the role of AI in experience.
Accelerate in Experience Academy
Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months.
🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online.
👉 Start your journey: https://academy.zannavanderaa.com/en
More info?
LinkedIn -> https://www.linkedin.com/in/zannavdun/
YouTube -> https://www.youtube.com/@dr.zannavanderaa
Website -> https://zannavanderaa.com/
Dutch version podcast -> https://beleving.buzzsprout.com
AI is transforming business, but not always in the right direction.
In CX, it’s easy to get lost in the hype. Tools that automate workflows are suddenly called “AI,” and efficiency becomes more important than experience.
This episode demystifies the five biggest myths about AI in Customer Experience—and shows how leaders can use AI to enhance the human experience instead of replacing it.
What you’ll learn:
- Why workflow automation ≠ AI—and why 90% of your business issues can be solved with the right IT basics
- Why “AI is moving fast” is true for startups, but not for corporate systems with legacy IT
- Why efficiency alone kills experience—and what design principles create a real win-win for business and people
- Why customer needs haven’t changed in 100 years (but the context has)
- Why removing friction isn’t enough—human connection drives satisfaction, not speed
The real power of AI?
To give people time back for what matters most: purpose-driven work, meaningful connections, and human flourishing.
For the video podcast 'AI and CX: Demystifying 5 Beliefs' click this link.
About Dr. Zanna van der Aa:
25+ years in CX transformation | PhD in Customer Experience | Author of “Once You See It” | 250+ transformations across 25 countries | Worked with Randstad, Egon Zehnder, Allianz
CustomerExperience #CXTransformation #AI #HumanCentricLeadership #DigitalTransformation #SystemicChange
NEW! Once You See It - Executive Guide to Human-Centric CX Transformation by Dr. Zanna van der Aa is out now!
It contains a unique combination of perspectives: the CEO perspective and the CX transformation lead perspective.
And in between these two parts of the book, she also shares a chapter on the role of AI in experience.
Accelerate in Experience Academy
Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months.
🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online.
👉 Start your journey: https://academy.zannavanderaa.com/en
More info?
LinkedIn -> https://www.linkedin.com/in/zannavdun/
YouTube -> https://www.youtube.com/@dr.zannavanderaa
Website -> https://zannavanderaa.com/
Dutch version podcast -> https://beleving.buzzsprout.com
Many CX teams struggle with getting leaders to actively contribute to customer experience transformation. While most leaders say they support CX initiatives, translating that into meaningful action is often the real challenge.
In this episode, we explore a proven 3-step framework for leadership activation:
1. Understand Their Needs - Move beyond generic approaches by having deep one-on-one conversations with leaders to understand their specific context, challenges, and daily rhythms.
2. Monthly Check-ins - Create sustainable accountability through regular touchpoints that focus on reflection and learning, not punishment.
3. Quarterly Reflection - Facilitate both individual and group reflection sessions to accelerate learning and peer support.
We discuss why investing time in understanding each leader's unique situation pays dividends, how to make customer centricity tangible through specific habits and exercises, and why the timing of leadership activation is crucial for transformation success.
Key insights include the critical importance of middle management in CX success, practical techniques for making abstract concepts concrete, and why reflection is fundamental to any meaningful organizational change.
This episode is essential listening for CX professionals, transformation leaders, and managers looking to drive authentic customer-centric culture change throughout their organization.
NEW! Once You See It - Executive Guide to Human-Centric CX Transformation by Dr. Zanna van der Aa is out now!
It contains a unique combination of perspectives: the CEO perspective and the CX transformation lead perspective.
And in between these two parts of the book, she also shares a chapter on the role of AI in experience.
Accelerate in Experience Academy
Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months.
🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online.
👉 Start your journey: https://academy.zannavanderaa.com/en
More info?
LinkedIn -> https://www.linkedin.com/in/zannavdun/
YouTube -> https://www.youtube.com/@dr.zannavanderaa
Website -> https://zannavanderaa.com/
Dutch version podcast -> https://beleving.buzzsprout.com
In Podcast #56 we dive into the big question: how do you use Employee Experience (EX) as a design principle for every CX-transformation? Want to explore and learn more after this podcast? Just send me a DM on LinkedIn!
Zanna explains why the mantra “there’s no CX without EX” only matters when you make it concrete. Expect straight-talking examples, behavioural-science nuggets and loads of practical energy. You’ll learn:
- how customer drivers translate one-to-one into meaningful work for employees;
- why “tiny habits” accelerate culture change without adding time to anyone’s day;
- the three weekly questions every leader should ask to uncover EX barriers;
- plus the ten indispensable tips to embed EX in any CX programme.
The 10 tips in a nutshell
- Connect all the dots in your transformation story. Show how every CRM, HR or digital initiative serves the customer and the employee.
- Link customer drivers to meaningful work. Human drivers such as personal attention create five-times more impact and resonate instantly with staff.
- Create journey & channel teams. Break silos by letting colleagues co-own one customer journey—instant insight and energy.
- Always mirror the employee journey to the customer journey. Map the internal steps behind each customer step and eliminate waste.
- Co-create ‘tiny habits’ with employees. Use playful internal campaigns (think angels, warriors, heroes) so teams choose micro-actions that boost key drivers.
- Anchor tiny habits in existing routines. Tie every micro-action to something people already do, so it costs zero extra time.
- Equip leaders to talk CX daily. Provide managers with a “question menu” like: “When did you have real customer impact last week?”
- Ask relentlessly about barriers. Make “What’s blocking you from delivering great CX?” a standing check-in item.
- Measure your human-centric culture twice a year. A survey on the three pillars—customer, employee, purpose—shows whether the pieces click.
- Weave CX, EX & purpose into recruitment (and onboarding!). Let candidates solve real customer cases and share authentic purpose stories instead of PowerPoints.
👉 Listen to the full episode for stories, examples and quick wins to drive even more human-centric impact!
Accelerate in Experience Academy
Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months.
🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online.
👉 Start your journey: https://academy.zannavanderaa.com/en
More info?
Newsletter -> https://zannavanderaa.com/cxleague/
LinkedIn -> https://www.linkedin.com/in/zannavdun/
YouTube -> https://www.youtube.com/@dr.zannavanderaa
Website -> https://zannavanderaa.com/
Dutch version podcast -> https://beleving.buzzsprout.com
Turning CX from a project into daily practice takes more than slogans. This episode shares a practical COO playbook and if you’d like to explore bringing this to life, just drop me a DM on LinkedIn.
In this episode of the C-suite series dr. Zanna van der Aa and Miranda Nijenhuis discuss the top five COO benefits and behaviors for successful CX transformation, aimed at executives who wonder: “How can I make sure that CX transformation in our organization is successful?”
Here are the 5 most valuable insights summarized:
Customer-led efficiency unlocks big cost savings. 33–40 % of calls or store visits can be prevented when you use the “first-time-right” metric and journey data; one client cut costs 25 % while raising satisfaction.
Break silos and align KPIs around one story. Journeys force finance, digital, call-center and other teams to see their shared impact, while COOs ensure that every department KPI rolls up to a single goal instead of conflicting targets.
Continuous improvement must be rapid and concrete. Adopt short cycles (Agile, SAFe) and tiny habits so change happens in daily work, not in theoretical models.
Solve the talent shortage through the CX ‘three pillars’. Start with customers, link to employees, then purpose; employees feel their impact and retention rises.
Guard the human side of digital & AI roll-outs. COOs must test fast yet ensure every chatbot or tool still serves employees and customers, not just efficiency metrics.
Together these five habits form a hands-on playbook that enables COOs to cut costs, improve the customer experience, and prove that CX transformation really works in day-to-day operations.
Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months.
🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online.
👉 Start your journey: https://academy.zannavanderaa.com/en
Want to know more about me?
LinkedIn: https://www.linkedin.com/in/zannavdun/
Blog: https://zannavanderaa.com/blog/
Podcast: https://open.spotify.com/show/1A3LisocpUo5F7bXiNqh5n?si=fe6a3a9277dd4ef9
Newsletter: https://zannavanderaa.com/cxleague/
00:00:00 Why the COO is critical for CX transformation
00:02:31 The COO’s unique vantage point: from operations to experience
00:04:12 The 5 biggest CX benefits for COOs
00:06:47 From cost control to value creation
00:08:56 Driver analysis: prioritizing with hard data
00:11:22 Journey teams as the bridge between silo
Accelerate in Experience Academy
Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months.
🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online.
👉 Start your journey: https://academy.zannavanderaa.com/en
More info?
Newsletter -> https://zannavanderaa.com/cxleague/
LinkedIn -> https://www.linkedin.com/in/zannavdun/
YouTube -> https://www.youtube.com/@dr.zannavanderaa
Website -> https://zannavanderaa.com/
Dutch version podcast -> https://beleving.buzzsprout.com
Embedding CX into culture isn’t easy, but it’s possible. This episode unpacks a real-world playbook from Zain. If you’re keen to explore how to build the same momentum, feel free to connect with me through DM on LinkedIn.
In this episode, Zanna sits down with 25-year-old transformation lead Fahed Alshammari to unpack how Zain turned a one-line challenge—“infuse customer experience into the DNA of every Zainer”—into Unity, a region-wide culture movement. Fahed traces his leap from a dusty construction site to Zain’s innovation hub, where he helped crowd-source 600 frontline ideas in the first year. Purpose lectures and workshops then engaged ≈800 colleagues to co-create the telco’s first formal purpose statement, rooting CX in what employees genuinely care about. The result: CX ownership lives far beyond a department—it shows up in spontaneous elevator pitches and cross-country teamwork.
Together we strip the playbook to its essentials: Customer → Employee → Purpose, led by leaders who make themselves human. Fahed shares how Unity’s C-suite sponsors take an active role—recording frank video podcasts, modelling tiny habits, and backing every story with hard numbers—to turn buy-in into action. His final advice: draft a rock-solid six-month plan, AB-test just 5 % before you scale, and tell the personal stories that ignite change. If you’re wrestling with CX transformation, this conversation reveals how to sprint from ideas to impact—fast.
Accelerate in Experience Academy
Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months.
🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online.
👉 Start your journey: https://academy.zannavanderaa.com/en
More info?
Newsletter -> https://zannavanderaa.com/cxleague/
LinkedIn -> https://www.linkedin.com/in/zannavdun/
YouTube -> https://www.youtube.com/@dr.zannavanderaa
Website -> https://zannavanderaa.com/
Dutch version podcast -> https://beleving.buzzsprout.com
Curious how to turn CX from a support function into a true business driver? Rob’s story at PostNL shows what it takes and if you’d like to explore applying these principles, just send me a LinkedIn DM.
In this episode, I’m joined by Rob, one of the driving forces behind the Journey Factory at PostNL. Together, we explore how customer experience (CX) can move from being a support function to becoming a strategic driver of real business impact.
We talk about why many CX teams feel like they’re pulling a dead horse—and what needs to shift for your insights to actually lead to change. Rob shares how PostNL made the bold decision to only start journey projects that the business is committed to finishing. And yes, that means saying “no” more often.
You’ll hear:
- Why starting with the business problem, not the customer journey, changes everything
- How PostNL integrated CX into strategic decision-making with top-down commitment
- What makes a journey team actually effective (hint: it’s not the tooling)
- A brilliant example of customer empowerment through the “Ask the Driver” feature
- Why not starting a CX project can be the most powerful decision you make
This is an honest, practical and energizing conversation for anyone who’s tired of superficial CX and ready to make real impact.
Accelerate in Experience Academy
Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months.
🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online.
👉 Start your journey: https://academy.zannavanderaa.com/en
More info?
Newsletter -> https://zannavanderaa.com/cxleague/
LinkedIn -> https://www.linkedin.com/in/zannavdun/
YouTube -> https://www.youtube.com/@dr.zannavanderaa
Website -> https://zannavanderaa.com/
Dutch version podcast -> https://beleving.buzzsprout.com
Tired of defending CX with vanity metrics? This video shows how to anchor it in hard data and if you’d like to discuss applying this approach, just drop me a DM on LinkedIn.
In this podcast, Zanna van der Aa challenges one of the most common requests she hears from leaders: "What’s the business case for CX?" Her response may surprise you.
Instead of trying to justify the value of customer experience with more benchmarks or theoretical slides, Zanna explains why this question often signals a deeper problem — and how to reframe the conversation to focus on measurable impact.
You’ll learn:
- Why asking for a business case can be a red flag
- How to shift from vanity metrics to hard, steerable data
- What happens when you run a driver analysis on just one journey
- How to achieve measurable CX impact within 3 months
- Why CX is not about CX, but about accelerating what matters most
Whether you're a CX professional, leader, or transformation manager, this video will give you a fresh, practical perspective on how to make customer experience work — not as a nice-to-have, but as a business-critical capability.
Accelerate in Experience Academy
Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months.
🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online.
👉 Start your journey: https://academy.zannavanderaa.com/en
More info?
Newsletter -> https://zannavanderaa.com/cxleague/
LinkedIn -> https://www.linkedin.com/in/zannavdun/
YouTube -> https://www.youtube.com/@dr.zannavanderaa
Website -> https://zannavanderaa.com/
Dutch version podcast -> https://beleving.buzzsprout.com
Curious how CHROs can become true drivers of CX transformation? This episode lays it out and if you’d like to explore applying these behaviours in your organisation, my LinkedIn DMs are open.
In this episode, we explore the vital role CHROs play in successful CX transformation. We share five key benefits and five concrete behaviors that allow CHROs to drive both employee engagement and customer impact. From onboarding redesign to integrating purpose into leadership development, this conversation offers strategic insights for any HR or CX leader ready to move from theory to measurable transformation.
(00:39) Why the CHRO matters in CX transformation
(02:15) Benefit 1, talent acquisition and retention
(05:02) Benefit 2, employee experience as a design principle
(08:34) Benefit 3, culture transformation made tangible
(11:02) Benefit 4, driving measurable business impact
(15:33) Benefit 5, getting a seat at the board level
(17:10) Integrating CX in leadership development
(22:15) Redesigning onboarding with purpose
(32:26) The CHRO as transformation leader
Accelerate in Experience Academy
Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months.
🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online.
👉 Start your journey: https://academy.zannavanderaa.com/en
More info?
Newsletter -> https://zannavanderaa.com/cxleague/
LinkedIn -> https://www.linkedin.com/in/zannavdun/
YouTube -> https://www.youtube.com/@dr.zannavanderaa
Website -> https://zannavanderaa.com/
Dutch version podcast -> https://beleving.buzzsprout.com
CX is not the goal — it’s the tool. If you’re ready to link CX to revenue, culture, and purpose, this episode lays out the roadmap. Keen to discuss applying it? Feel free to send me a LinkedIn DM.
Too many organizations treat Customer Experience (CX) as the end goal. But that’s where it often goes wrong. CX is not the goal — it’s a means to an end. A tool to drive concrete business outcomes like cost reduction, revenue growth, a better culture, and real purpose.
In this podcast, we explain why so many CX teams struggle to prove their value and what you can do differently. We share the five business outcomes CX should always connect to and how you, as a CX professional, can make sure your work has real business impact.
You’ll learn:
- Why CX should never be the end goal
- How to link CX to cost reduction and revenue growth
- How CX can drive continuous improvement and experimentation
- Why culture and purpose matter — and how CX accelerates both
- The biggest mistakes CX teams make (and how to avoid them)
- How to start making CX relevant in your organization today
If you’re done with fluffy reports, endless NPS dashboards, and CX teams that don’t move the needle — this podcast is for you.
(01:16) Cost reduction & CX
(05:11) Revenue increase & CX
(08:07) CX as a driver for continuous improvement
(11:42) Building a customer-centric culture
(13:54) How CX links to purpose & meaning
(18:37) CX and innovation
(20:25) What goes wrong when CX becomes the goal
(24:14) How to start making CX relevant today
Accelerate in Experience Academy
Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months.
🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online.
👉 Start your journey: https://academy.zannavanderaa.com/en
More info?
Newsletter -> https://zannavanderaa.com/cxleague/
LinkedIn -> https://www.linkedin.com/in/zannavdun/
YouTube -> https://www.youtube.com/@dr.zannavanderaa
Website -> https://zannavanderaa.com/
Dutch version podcast -> https://beleving.buzzsprout.com
Mapping journeys but not seeing results? This episode reveals the top 10 pitfalls and if you’d like to explore how to build impactful journey management in your organisation, my LinkedIn DMs are open.
Are you mapping journeys but not seeing real impact? In this episode, I break down the 10 most common mistakes in journey management and how to avoid them.
From lack of data to endless analysis loops, we cover what’s holding CX teams back and how to move from mapping to meaningful improvements.
You’ll learn:
- The 3 journey levels you need to define
- How to prioritize using smart data
- Why execution matters more than theory
If you're serious about creating impact with journey management, this episode is for you.
The 10 Pitfalls:
- No clarity on 3 levels of journeys
- No data on Level 2
- Too fast, too deep
- Never-ending analysis stage
- Too much focus on customers
- No dashboard to start with
- Too much theoretical frameworks
- Too many journeys, no execution
- No common sense
- Measuring too often or too little
(00:00) Introduction and why this podcast matters
(01:33) What journey management really means (vs journey mapping)
(03:25) Pitfall 1: No clarity on the 3 levels of journeys
(09:51) Pitfall 2: No data on level 2 journeys
(11:43) Pitfall 3: Too fast, too deep
(15:26) Pitfall 4: The never-ending analysis loop
(18:16) Pitfall 5: Too much focus on the customer
(21:41) Pitfall 6: No dashboard or an unbalanced one
(22:06) Pitfall 7: Too much focus on theoretical frameworks
(25:58) Pitfall 8–10: No execution, no common sense, and measuring too much or too little
Accelerate in Experience Academy
Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months.
🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online.
👉 Start your journey: https://academy.zannavanderaa.com/en
More info?
Newsletter -> https://zannavanderaa.com/cxleague/
LinkedIn -> https://www.linkedin.com/in/zannavdun/
YouTube -> https://www.youtube.com/@dr.zannavanderaa
Website -> https://zannavanderaa.com/
Dutch version podcast -> https://beleving.buzzsprout.com
Leadership, connection, and performance made practical. If you’d like to explore how to build this mindset in your own CX program, just drop me a DM on LinkedIn.
When people think of customer experience, they often picture fast-paced B2C environments. But what does CX look like in a B2B industrial world—where relationships span decades and trust is everything?
In this episode, I talk with Eliza from Honeywell, who leads their EMEA CX hub. We explore how to shift from transactional service to strategic partnership, empower employees with purpose, and use AI to support—not replace—humans.
This is a conversation about real CX impact, leadership without the buzzwords, and building deep, human connections in even the most complex organizations.
Tune in to discover:
- How to earn a seat at the strategy table
- Why performance is your best marketing
- What truly drives employee engagement
- How sentiment analysis can protect teams from burnout
(00:00) Introduction & why this conversation matters
(01:30) CX in industrial B2B: deeper relationships, bigger stakes
(04:15) From transactional to transformational service
(06:00) Building credibility: performance before partnership
(08:10) Empowering teams: purpose, curiosity, and culture
(11:45) CX meets EX: the employee side of transformation
(14:30) Leadership without the buzzwords
(17:20) Creating space to reflect and lead authentically
(20:00) The (refreshing) AI part we almost forgot
(23:30) Final thoughts: stop asking for a seat at the table—lead
Accelerate in Experience Academy
Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months.
🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online.
👉 Start your journey: https://academy.zannavanderaa.com/en
More info?
Newsletter -> https://zannavanderaa.com/cxleague/
LinkedIn -> https://www.linkedin.com/in/zannavdun/
YouTube -> https://www.youtube.com/@dr.zannavanderaa
Website -> https://zannavanderaa.com/
Dutch version podcast -> https://beleving.buzzsprout.com
Curious how CIOs can lead true human-centric digital transformation? This episode unpacks the mindset and behaviours that make it work. Like to explore applying them in your organisation? My LinkedIn DMs are open.
Welcome to another episode in our CX Transformation podcast series. Today, we’re focusing on the role of the CIO (or CDO, or CTO) in driving customer experience transformation. It turns out, IT leaders are often the strongest advocates for human-centric digital transformation.
In this episode, Dr. Zanna van der Aa and Miranda discuss:
- Why CIOs play a crucial role in CX transformation
- Five key benefits of CX transformation for IT leaders
- Five essential behaviors to make a real impact
- How to move beyond tech for tech’s sake and ensure digital solutions drive business value
- The power of driver analysis in prioritizing IT efforts that truly enhance the customer journey
The key takeaway? CX transformation isn’t just about better technology—it’s about designing digital solutions that improve both customer and employee experiences. And as a CIO, you have a unique opportunity to lead the way.
If you found this episode valuable, subscribe and share to help bring human-centric transformation to more organizations.
(00:05) Welcome & Introduction
(00:22) Why this podcast?
(00:33) Defining CIO, CTO, and CDO in CX transformation
(00:56) The role of CIOs in customer experience
(02:31) Five key benefits for CIOs in CX transformation
(02:45) Benefit 1: Preventing sub-optimization
(04:11) Benefit 2: Showing business value
(05:54) Benefit 3: Easier prioritization
(07:42) Benefit 4: Focus on human-centered design
(09:27) Benefit 5: Better talent management
(11:03) Five key behaviors for CIOs in CX transformation
(12:01) Behavior 1: Lead by example
(13:12) Behavior 2: Avoid tech for tech’s sake
(15:05) Behavior 3: Bridge between business and IT
(16:38) Behavior 4: Create room to experiment
(18:20) Behavior 5: Challenge business with customer and employee insights
(20:07) Final thoughts and wrap-up
Accelerate in Experience Academy
Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months.
🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online.
👉 Start your journey: https://academy.zannavanderaa.com/en
More info?
Newsletter -> https://zannavanderaa.com/cxleague/
LinkedIn -> https://www.linkedin.com/in/zannavdun/
YouTube -> https://www.youtube.com/@dr.zannavanderaa
Website -> https://zannavanderaa.com/
Dutch version podcast -> https://beleving.buzzsprout.com
Relying on direct feedback to fix CX? This episode shows why that often falls short. If you’d like to explore smarter, driver-based approaches for your organisation, just send me a DM on LinkedIn.
In this episode, Zanna van der Aa and Miranda Nijenhuis explore a key topic in Customer Experience (CX): why the value of direct feedback is often overrated.
Many companies, especially those just beginning their CX journey, immediately focus on direct feedback. But is this really the best approach? Zanna breaks it down step by step:
- What direct feedback is and how it originated in B2B
- Why its impact in B2C is often exaggerated and operationally challenging
- The real risks of relying too much on direct feedback
- A smarter, data-driven approach to improving CX that actually drives impact
Instead of reacting to unhappy customers, the key is understanding what truly drives their experience and preventing dissatisfaction in the first place. Zanna shares how driver-based surveys can help companies shift from reactive problem-solving to proactive CX excellence.
Tune in now for expert insights and actionable strategies to rethink your CX approach.
(00:00) Introduction
(00:19) Why this podcast?
(00:37) What is direct feedback?
(01:32) The origins of direct feedback and its challenges
(02:57) Why direct feedback is overrated
(05:14) The operational challenges of scaling direct feedback
(07:14) Why so many companies rely on direct feedback
(08:40) The real risks of direct feedback
(10:09) The myth of learning from direct feedback
(12:36) When direct feedback makes sense
(13:46) A smarter alternative: driver-based surveys
(15:12) The power of preventing unnecessary customer interactions
(16:02) Final thoughts and key takeaways
Accelerate in Experience Academy
Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months.
🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online.
👉 Start your journey: https://academy.zannavanderaa.com/en
More info?
Newsletter -> https://zannavanderaa.com/cxleague/
LinkedIn -> https://www.linkedin.com/in/zannavdun/
YouTube -> https://www.youtube.com/@dr.zannavanderaa
Website -> https://zannavanderaa.com/
Dutch version podcast -> https://beleving.buzzsprout.com
Curious how purpose and people-first values truly shape a CEO’s path? Andrea’s story might spark inspiration and if you’d like to explore what this could mean for your own leadership, my LinkedIn DMs are open.
In this episode, I sit down with Andrea Avila (CEO de Randstad para Argentina, Chile y Uruguay), a leader whose journey from working in her family business at 13 years old to becoming a global CEO is a compelling example of how purpose, passion, and people-first values can transform businesses and lives.
Here’s what we’ll explore in this conversation:
- Andrea’s Leadership Journey: How her experiences shaped her approach to leadership and her unwavering commitment to human-centricity.
- Defining Human-Centricity: Why prioritizing people is essential for sustainable success and what it looks like in practice.
- Leading in Challenging Times: How Andrea and her team navigated the COVID-19 crisis by focusing on relationships, communication, and care.
- Building Energized Teams: Insights into fostering diverse, long-term collaboration that drives innovation and resilience.
- Lessons for Leaders: Practical advice and reflections on adapting to change, learning from others, and staying purpose-driven.
This conversation is packed with insights for anyone striving to lead with empathy, build meaningful connections, and create sustainable impact in their organization.
Recorded in Buenos Aires in December 2024.
(00:17) Introduction
(01:26) Andrea’s Journey
(06:04) Finding Purpose
(07:59) Energizing Teams
(11:32) What is Human-Centricity?
(14:50) Challenges of Human-Centricity
(19:30) Leading Through COVID-19
(22:43) Values and Culture
(26:20) Leadership Style
(28:46) Lessons Learned
(31:03) Tips for Leaders
(36:28) Andrea’s Legacy
(39:46) Closing Reflections
Accelerate in Experience Academy
Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months.
🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online.
👉 Start your journey: https://academy.zannavanderaa.com/en
More info?
Newsletter -> https://zannavanderaa.com/cxleague/
LinkedIn -> https://www.linkedin.com/in/zannavdun/
YouTube -> https://www.youtube.com/@dr.zannavanderaa
Website -> https://zannavanderaa.com/
Dutch version podcast -> https://beleving.buzzsprout.com
Most CEOs know CX matters, but few make it stick. This conversation shows how and if you’re keen to discuss bringing these insights to life, feel free to DM me on LinkedIn.
Are you a CEO or CX leader looking to drive real customer experience transformation? In this video, we break down five key benefits of CX transformation and five critical CEO behaviors that make it successful. No fluff—just actionable insights on how to embed CX into your organization's DNA.
- Why CX matters for long-term business success
- How CX transformation accelerates revenue growth
- The leadership behaviors that drive customer-centricity
- How to break silos and integrate CX across departments
McKinsey, BCG, and Forrester have all proven the financial impact of CX. But transformation isn’t just about numbers—it’s about leadership, culture, and strategic decision-making.
If you’re serious about CX transformation, this video will give you a clear, no-nonsense roadmap on how to make it happen.
Subscribe for more insights on CX, leadership, and transformation.
(00:00) Introduction: Why CX Transformation is Crucial
(01:30) Five Benefits of CX Transformation
(02:15) 1. CX as a Growth Accelerator (With Hard Data)
(04:30) 2. Balanced Steering: More Than Just Financial KPIs
(06:10) 3. A Strong, Inspiring Vision Beyond Numbers
(08:00) 4. Culture: CX Starts Within Your Organization
(10:00) 5. Breaking Silos: CX Unites Leadership Teams
(12:30) Five CEO Behaviors That Drive CX Transformation
(13:15) 1. Lead by Example (No Window Dressing!)
(15:30) 2. Don’t Fall for the Hypes – Think Critically
(17:15) 3. Balanced Decision-Making (Beyond Just Costs & Revenue)
(19:00) 4. Make CX Everyone’s Responsibility
(20:45) 5. Integrate CX into Every Part of the Business
(23:00) Conclusion: The Time for CX Transformation is Now
Accelerate in Experience Academy
Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months.
🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online.
👉 Start your journey: https://academy.zannavanderaa.com/en
More info?
Newsletter -> https://zannavanderaa.com/cxleague/
LinkedIn -> https://www.linkedin.com/in/zannavdun/
YouTube -> https://www.youtube.com/@dr.zannavanderaa
Website -> https://zannavanderaa.com/
Dutch version podcast -> https://beleving.buzzsprout.com
Service design is powerful, but it’s not a silver bullet. This conversation shows when to use it — and when not to. If you’d like to discuss what fits best for your challenges, feel free to connect with me through DM on LinkedIn.
In this episode, Dr. Zanna van der Aa and Miranda Nijenhuis dive deep into the widespread hype of service design and discuss why companies often struggle to apply it effectively. While service design is a powerful tool for innovation, it's not always the right fit for every challenge—sometimes, simple improvements require a different approach.
Key topics we cover:
- The difference between service design and UX design – and when to use which.
- Why companies get stuck in the middle, overcomplicating processes without driving real results.
- The importance of data-driven decision-making and avoiding analysis paralysis.
- Practical advice on using journey mapping, behavior change, and the right tools for improvement.
- When to focus on prototyping versus simply taking action.
If you're working in CX, UX, or service design, this episode is packed with actionable insights that will help you avoid common pitfalls and maximize your efforts.
Subscribe for more expert insights on customer experience and service design!---
(00:00) Introduction: Why this topic matters
(00:20) Service design: Hype vs. reality
(01:18) What is service design really?
(02:54) Common pitfalls of service design in organizations
(03:47) Service design vs. UX design: Understanding the difference
(05:00) Innovation vs. improvement: Which approach to choose?
(06:51) How to avoid getting stuck? Practical tips
(08:23) The importance of behavior change in employees
(10:10) Why continuous monitoring is essential
(11:05) How much data do you need for effective insights?
(13:05) When to prototype and when to just start
(15:30) Conclusion: How to make service design effective
(20:25) Summary and key takeaways
(21:49) Closing thoughts and final tips
Accelerate in Experience Academy
Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months.
🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online.
👉 Start your journey: https://academy.zannavanderaa.com/en
More info?
Newsletter -> https://zannavanderaa.com/cxleague/
LinkedIn -> https://www.linkedin.com/in/zannavdun/
YouTube -> https://www.youtube.com/@dr.zannavanderaa
Website -> https://zannavanderaa.com/
Dutch version podcast -> https://beleving.buzzsprout.com
What happens when leaders embrace imperfection and humanity? This episode dives deep and if you’d like to explore how to build trust-based leadership in your organisation, just send me a DM on LinkedIn.
In this episode, I welcome leadership expert Richard Stark (Egon Zehnder) for an in-depth conversation about the evolving dynamics of modern leadership. Together, we explore how trust, authenticity, and a more human-centric approach are transforming the way we lead.
Key Takeaways:
- The new trust equation: combining professionalism with humanity.
- How vulnerability can strengthen leadership and create meaningful connections.
- Practical tools like self-reflection and box breathing to stay grounded.
- Insights into creating a psychologically safe environment for teams.
- The power of embracing imperfection and finding growth through challenges.
Through personal stories and practical advice, Zanna and Richard offer actionable strategies for leaders navigating today’s fast-changing and complex world. Whether you are leading a team or reflecting on your own leadership journey, this episode provides valuable insights to help you lead with clarity, courage, and purpose.
Recorded in London in December 2024.
(00:00) Introductions and welcome
(00:20) Why this episode is special
(01:05) Richard's journey
(02:59) The trust equation
(05:05) Why trust matters
(09:24) Shifting to human-centric leadership
(11:39) Navigating uncertainty
(12:02) The cockpit analogy
(14:23) Vulnerability and stress
(15:14) Kintsugi and imperfection
(17:52) Personal challenges and resilience
(21:50) How challenges shape coaching
(23:15) Vulnerability builds trust
(26:58) Engaging skeptical colleagues
(29:23) Key questions for reflection
(31:17) Hidden beliefs and change
(34:32) Managing triggered states
(38:17) Building reflection habits
(41:16) Prioritizing with triage
(42:36) Closing reflections
Accelerate in Experience Academy
Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months.
🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online.
👉 Start your journey: https://academy.zannavanderaa.com/en
More info?
Newsletter -> https://zannavanderaa.com/cxleague/
LinkedIn -> https://www.linkedin.com/in/zannavdun/
YouTube -> https://www.youtube.com/@dr.zannavanderaa
Website -> https://zannavanderaa.com/
Dutch version podcast -> https://beleving.buzzsprout.com
In this episode of the Human Centric CEO podcast, I sit down with Sid van Wijk from Miro to explore the future of work. We dive into the challenges of hybrid work, the "hybrid paradox" of flexibility vs. connection, and how experimentation can shape better workplaces. Sid shares practical tips like the "Rule of Two" for inclusive meetings and highlights the magic of human connection in a digital world.
Discover how to navigate the evolving workplace and create environments where people truly thrive.
Prefer to watch our video recording? Check the podcast on YouTube!
Recorded in Amsterdam in November 2024.
(00:00) Introduction
(00:17) Sid's journey and hybrid work experience
(02:03) The need to redesign work structures
(10:21) The hybrid paradox
(16:43) Why hybrid happens to us
(24:07) The "rule of two" for hybrid meetings
(30:31) Experimentation in the workspace
(35:05) Designing for learning and feedback
(50:32) The Importance of human connection
(1:00:07) Key takeaways and looking ahead
Accelerate in Experience Academy
Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months.
🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online.
👉 Start your journey: https://academy.zannavanderaa.com/en
More info?
Newsletter -> https://zannavanderaa.com/cxleague/
LinkedIn -> https://www.linkedin.com/in/zannavdun/
YouTube -> https://www.youtube.com/@dr.zannavanderaa
Website -> https://zannavanderaa.com/
Dutch version podcast -> https://beleving.buzzsprout.com
Journey centricity is more than a CX hype. If you’re keen to make it a true driver of change in your own company, let's connect through sending me a DM on LinkedIn.
In this episode of the Human Centric CEO podcast, we talk with Joana (Forrester) about the concept of journey centricity and how it helps organizations become more human-focused.
Prefer to watch our video recording? Check the podcast on YouTube!
We explore how to go beyond mapping customer journeys to aligning the entire organization—its structure, processes, technology, and culture—around the needs and goals of customers, employees, and partners.
Joana shares her international career experiences and explains why journey centricity is more than a “CX” buzzword; it’s a strategic transformation tool that involves the entire C-suite, from CEO and CFO to CMO, CHRO, and CIO.
We dive into the practical steps to get started, how to build internal support, the importance of metrics and ROI, and how adopting a more human and playful approach can create true impact.
Recorded in Amsterdam in November 2024.
Want to know more about me?
LinkedIn: https://www.linkedin.com/in/zannavdun/
Blog: https://zannavanderaa.com/blog/
Podcast: https://open.spotify.com/show/1A3Liso...
Newsletter: https://zannavanderaa.com/cxleague/
(00:00) Introduction & Joana’s Background
(02:38) Early Career Lessons & Shift from Banking
(05:45) Starting in CX at Elsevier & Joining Forrester
(08:13) Defining Journey Centricity vs. Journey Mapping
(11:47) Why It Matters for C-Level Leaders
(15:27) Roles of CEO, CFO, CMO, CHRO, CIO
(18:23) Achieving Executive Alignment
(24:16) The Three Phases: Activate, Connect, Extend
(33:43) Tools, Technology & Avoiding Pitfalls
(36:44) Inspiring Examples & Cultural Change
(42:48) Introducing Fun, Flow & Connection
(48:45) Measuring ROI & Building Business Cases
Accelerate in Experience Academy
Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months.
🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online.
👉 Start your journey: https://academy.zannavanderaa.com/en
More info?
Newsletter -> https://zannavanderaa.com/cxleague/
LinkedIn -> https://www.linkedin.com/in/zannavdun/
YouTube -> https://www.youtube.com/@dr.zannavanderaa
Website -> https://zannavanderaa.com/
Dutch version podcast -> https://beleving.buzzsprout.com
What happens when leaders combine structure with meaning? This conversation shows what’s possible and if you want to explore how to translate these ideas into action, just drop me a DM on LinkedIn.
Leadership is about more than strategies and metrics; it’s about balancing the head and the heart.
In this podcast, Emre Gurkan (CEO Zain Iraq) and I explore the journey of blending creativity and discipline, structure and spirit, to create meaningful transformation in organizations. Discover how authentic leadership, cultural transformation, and a focus on both hard and soft metrics can drive real impact.
This is a videocast available on YouTube via this link.
Whether you're leading a team or shaping your own journey, this podcast offers insights into combining logic with imagination for sustainable success. Watch now and learn how to 'run and fly' towards a brighter future.
Recorded in Kuwait in November 2024.
NB. This video podcast was recorded as part of the UNITY CX transformation program we are currently running in Zain Kuwait.
humancentricity #cxtransformation #interview #zain #kuwait #customerexperience #inspiration
Want to know more about me?
LinkedIn: https://www.linkedin.com/in/zannavdun/
Blog: https://zannavanderaa.com/blog/
YouTube: https://www.youtube.com/@dr.zannavanderaa
Newsletter:
Accelerate in Experience Academy
Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months.
🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online.
👉 Start your journey: https://academy.zannavanderaa.com/en
More info?
Newsletter -> https://zannavanderaa.com/cxleague/
LinkedIn -> https://www.linkedin.com/in/zannavdun/
YouTube -> https://www.youtube.com/@dr.zannavanderaa
Website -> https://zannavanderaa.com/
Dutch version podcast -> https://beleving.buzzsprout.com
Meaningful leadership goes far beyond hitting targets. If you’re ready to weave purpose into your daily work, DM me on LinkedIn to dive deeper.
What does it take to make a business thrive for the long term? Hint: It’s not just about profit. In this heart-to-heart conversation, Naiara and Zanna discuss how human-centric leadership can be a game changer. Naiara, who has spent two decades at Randstad, reflects on the lessons she’s learned about aligning business goals with the well-being of employees and customers.
Prefer the video version? Check out on YouTube! For timestamps see below.
We dive into topics like psychological safety, compassionate leadership, and why culture really does eat strategy for breakfast. Naiara reveals the practical steps leaders can take to foster a culture where employees feel safe, valued, and motivated. From balancing short-term pressures with long-term human-centric goals to real-life stories of compassionate decision-making, this conversation is packed with insights and actionable advice that every leader needs to hear.
Recorded in Barcelona in November 2024.
Want to know more about me?
LinkedIn: / zannavdun
Blog: https://zannavanderaa.com/blog/
Podcast: https://open.spotify.com/show/1A3Liso...
Newsletter: https://zannavanderaa.com/cxleague/
(00:17) Introductions and podcast origin story
(01:29) A shared philosophy on CX and EX
(02:40) Naya’s journey: from organizational psychology to leadership
(05:08) Transitioning from business to HR
(05:59) Passion for leadership and culture
(06:52) Human-ce
Accelerate in Experience Academy
Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months.
🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online.
👉 Start your journey: https://academy.zannavanderaa.com/en
More info?
Newsletter -> https://zannavanderaa.com/cxleague/
LinkedIn -> https://www.linkedin.com/in/zannavdun/
YouTube -> https://www.youtube.com/@dr.zannavanderaa
Website -> https://zannavanderaa.com/
Dutch version podcast -> https://beleving.buzzsprout.com
Join the Champions League of Customer Experience Transformation! Sign up for weekly inspiration: https://zannavanderaa.com/cxleague/ For timestamps see below.Have you ever wondered how connecting customer experience (CX) with business impact can revolutionize your strategy? In this episode, we sit down with Jeroen Velthof, CX manager at Bol, to explore the art of balancing customer experience with tangible business value.
Discover the secrets behind Bol’s success: making CX a company-wide mission, translating NPS into actionable business insights, and creating a culture that keeps both customers and employees happy. Whether you're a CX pro or just curious about what makes a company customer-crazy, this episode delivers insights with a dose of humor and plenty of practical takeaways.
(00:09) Introduction
(01:20) Historie Jeroen
(07:24) CX at Bol
(25:33) Value of the CX Team
(35:25) Golden tips when using NPS
(43:18) Customer Centric Culture
Accelerate in Experience Academy
Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months.
🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online.
👉 Start your journey: https://academy.zannavanderaa.com/en
More info?
Newsletter -> https://zannavanderaa.com/cxleague/
LinkedIn -> https://www.linkedin.com/in/zannavdun/
YouTube -> https://www.youtube.com/@dr.zannavanderaa
Website -> https://zannavanderaa.com/
Dutch version podcast -> https://beleving.buzzsprout.com
Join the Champions League of Customer Experience Transformation! Sign up for weekly inspiration: https://zannavanderaa.com/cxleague/ For timestamps see below.Don’t underestimate the importance of leadership in CX TransformationMake leadership activation part of your program design, involve them as soon as possible and make their roles really tangible.
How?
🚀 Check which levels of leadership you have in your organization
🚀 Customize specific activities for their role
🚀 Onboard every level separately
🚀 Share monthly scores & progress
🚀 Embed the way of working in the hierarchy
In this podcast Zanna talks you through all the steps in detail. Tune in and enjoy!
(01:01) Why this podcast?
(02:49) Check levels of leadership
(05:40) Customize specific activities for their role
(08:09) Onboard every level separately
(09:53) Share monthly scores & progress
(11:22) Embed the way of working in the hierarchy
(14:24) Additional inspiration
Accelerate in Experience Academy
Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months.
🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online.
👉 Start your journey: https://academy.zannavanderaa.com/en
More info?
Newsletter -> https://zannavanderaa.com/cxleague/
LinkedIn -> https://www.linkedin.com/in/zannavdun/
YouTube -> https://www.youtube.com/@dr.zannavanderaa
Website -> https://zannavanderaa.com/
Dutch version podcast -> https://beleving.buzzsprout.com
Join dr. Zanna van der Aa and Professor Dan Cable from London Business School as they explore the concept of human-centric leadership. Wondering how to make this tangible for you? Just send me a DM on LinkedIn.
Prefer the video version? Check out on YouTube!
For timestamps, see below
In this insightful and energizing conversation, they discuss how CEOs can foster a culture of purpose and engagement within their organizations.
The podcast delves into practical strategies for injecting purpose into daily work, the importance of connecting employees with customers, and how small changes can lead to significant improvements in both employee satisfaction and business outcomes. Both Dan and Zanna share research and anecdotes that highlight the power of human-centered approaches in various organisations.
Recorded in London at Premiere Podcast Studios (https://premierepodcaststudios.com/) in September 2024.
humancentricity #cxtransformation #interview #londonbusinessschool #customerexperience #inspiration #purpose
Want to know more about me?
LinkedIn: / zannavdun
Blog: https://zannavanderaa.com/blog/
Podcast: https://open.spotify.com/show/1A3Liso...
Newsletter:
Accelerate in Experience Academy
Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months.
🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online.
👉 Start your journey: https://academy.zannavanderaa.com/en
More info?
Newsletter -> https://zannavanderaa.com/cxleague/
LinkedIn -> https://www.linkedin.com/in/zannavdun/
YouTube -> https://www.youtube.com/@dr.zannavanderaa
Website -> https://zannavanderaa.com/
Dutch version podcast -> https://beleving.buzzsprout.com
In this first episode of the Human Centric CEO series of videopodcasts, host dr. Zanna van der Aa sits down with Nawaf Al-Gharabally, CEO of Zain Kuwait, to dive deep into the world of Customer Experience (CX) transformation and Human Centricity.
Prefer the video version? Check out on YouTube!
In this candid discussion, Nawaf shares his personal journey, early experiences as an engineer, his personal purpose, why he became the CEO and his thoughts on leading Zain. They explore topics like customer experience transformation, the role of purpose in business, and the challenges of fostering a human-centric approach in a large organization. A thoughtful conversation on leadership and change in today's business world.
Recorded in Kuwait in July 2024.
NB. This video podcast was recorded as part of the UNITY CX transformation program we are currently running in Zain Kuwait.
humancentricity #cxtransformation #interview #zain #kuwait #customerexperience #inspiration
Want to know more about me?
LinkedIn: https://www.linkedin.com/in/zannavdun/
Blog: https://zannavanderaa.com/blog/
YouTube: https://www.youtube.com/@dr.zannavanderaa
Newsletter: https://zannavanderaa.com/cxleague/
Join the Champions League of Customer Experience Transformation! Sign up for weekly inspiration: https://zannavanderaa.com/cxleague/ For timestamps see below.💡 Do you recognize this?
You have a lot of valuable insights from all the measurements you do,
but there is no execution power to actually improve the customer experience.
Time to start building journey and channel teams!In this podcast, Zanna talks you through the 10 steps to successfully build your own teams. She shares everything you need to know about:
- How to select suitable participants
- How to invite them to the team in a special way
- How to prepare the onboarding kit
- How to organize an inspiring Kick Off
- How to prepare everyone for the first workshop with sensitizing
- How to execute the redesign workshop
- What will be the best executing rhythm for the teams
- How to set up coaching for the teams
- How to reflect on the Way of Working
- How to check the impact of the improvements made
So don’t wait any longer… Check out this podcast and start improving!
(00:59) Why this podcast?
(02:55) How to select suitable participants
(06:19) How to invite them to the team in a special way
(07:50) How to prepare the onboarding kit
(09:12) How to organize an inspiring Kick Off
(10:29) How to prepare everyone for the first workshop with sensitizing
(11:58) How to execute the redesign workshop
(16:56) What will be the best executing rhythm for the teams
(17:35) How to set up coaching for the teams
(18:44) How to reflect on the Way of Working
(20:26) How to check the impact of the improvements made
Join the Champions League of Customer Experience Transformation! Sign up for weekly inspiration: https://zannavanderaa.com/cxleague/ For timestamps see below.Stuck in Operational CX?
👉 CX is a separate team or department
👉 You’re measuring touchpoints and/or channels
👉 You’re struggling to mobilize others
👉 There are mainly analysis and little execution
Time to move to Transformational CX!
In this podcast Zanna talks you through 10 ways that can help you make this move.
If you want to know more about:
✔️ A clear CX Compass
✔️ A storyline that connects all the dots
✔️ The most important pillars
✔️ How to activate Leadership
✔️ Integrated KPI’s
✔️ Work with journeys and journey & channel teams as a standard
✔️ Create Fun & Energy around improving customer and employee experience
✔️ Share stories and…
Create a pull strategy!
Then definitely listen to this podcast.
(01:51) Why this podcast?
(03:02) Operational CX
(06:21) Transformational CX
(07:03) A clear CX Compass
(08:59) A storyline that connects all the dots
(10:48) The most important pillars
(13:26) How to activate Leadership
(16:54) Integrated KPI’s
(19:44) Work with journey & channel teams
(23:45) Create Fun & Energy
(25:40) Sharing stories
(27:25) Create a pull strategy
Join the Champions League of Customer Experience Transformation! Sign up for weekly inspiration: https://zannavanderaa.com/cxleague/ For timestamps see below.This year, Zanna has been working in the field of customer experience for 25 years. In this podcast, she shares her own discovery journey, using CX transformation to forster human centric organization without making it super fluffy and complex.
What can you expect?
- Defining Human-Centricity in Organizations
Zanna explains the difference between product-centric, customer-centric, and human-centric organizations, emphasizing the importance of integrating employees, customers, and purpose. - Development of Driver Analysis Technique
Zana talks about her PhD work and the development of a statistical driver analysis technique that proves the impact of human-centric elements on business metrics like NPS and satisfaction. - Behavioral Science in CX Transformation
Zanna discusses the use of behavioral science, including insights from "Alive at Work" and "Tiny Habits," to create tangible changes in employee habits that enhance customer as well as employee experience. - Leadership and Steering for Human Centricity
We highlight the importance of leadership in driving human-centricity, where leaders need to balance financial metrics with employee and customer-focused KPIs. - Digital Transformation and Human-Centricity
We explore the relationship between digital and CX transformation, illustrating how digital tools can enhance personal attention and human aspects in customer interactions. - Measuring Human-Centricity in Organizations
Zanna introduces a culture survey to measure human centricity in organizations, and she explains how to use the survey results to drive engagement and business impact.
(03:36) Defining Human-Centricity in Organizations
(05:57) Development of Driver Analysis Technique
(12:28) Behavioral Science in CX Transformation
(15:55) Leadership and Steering for Human Centricity
(17:45) Digital Transformation and Human-Centricity
(19:13) Measuring Human-Centricity in Organizations
Join the Champions League of Customer Experience Transformation! Sign up for weekly inspiration: https://zannavanderaa.com/cxleague/ For timestamps see below.More and more organizations are using journey management tools such as Milkymap and TheyDo. But they drown in the amount of options that such a tool offers.
How do you prevent this for your organization?
Go through the 7 steps that Zanna & Miranda discuss in this podcast and make a conscientious choice whether you need a journey management tool and if so, how it should support you.
📌 Step 1 Make a list of all journeys within your organizations on 2 levels.
📌 Step 2 Collect data to prioritize the journeys.
📌 Step 3 Map one journey and find the drivers.
📌 Step 4 Collect relevant internal data.
📌 Step 5 Create a journey team.
📌 Step 6 Introduce a bi-weekly rhythm for improving the journey.
📌 Step 7 See measurable results in 2 to 3 months.
Go through steps 3 to 7 with one journey so you can learn and experiment. Only then start mapping the next journey.
After going through the 7 steps, you can make your own smart choices when it comes to your journey management.
(1:41) Why this podcast?
(02:55) Step 1: List all journeys
(05:45) Step 2: Collect data
(10:41) Step 3: Map one journey and find the drivers
(14:39) Step 4: Collect relevant internal data
(15:30) Step 5: Create a journey team
(16:57) Step 6: Introduce a rhythm for improvement
(18:24) Step 7: See measurable results in 2 to 3 months
Join the Champions League of Customer Experience Transformation! Sign up for weekly inspiration: https://zannavanderaa.com/cxleague/
For timestamps see below.
You use this tool to send your customer and employee experience surveys
but you struggle getting the best out of the insights it provides…
Listen to this podcast for 10 very clear pointers on how to manage to get the best value out of it.
The 10 topics that are discussed:
- Short Survey Religion
Nowadays it’s very common to ask a customer one question followed by an open text for feedback. But does this provide the insights you need to improve structurally and effectively? - Maximize MeasurementsMany different touchpoints are measured, all of which together form a customer journey. Zanna explains why these measurements do not provide you with the right insights and how you can do this differently.
- Tricky TemplatesTooling parties often have templates available for sending surveys. A copy of this can be quickly made, but these are not necessarily templates that will give you the insights you need.
- Continuous MeasuringZanna explains what is the best moment to send your measurement and why it’s useful not to continuously analyze measurements.
- Sexy DashboardingVisually attractive dashboards are of course great for drawing attention to the insights you have obtained. But don't lose sight of the fact that the ultimate goal is to do something with this information, not to keep analyzing.
- Individual Feedback CustomersIn a simple calculation, Zanna shows the impact of responding to individual customer feedback. Spoiler alert! The impact is probably much lower than you thought. This doesn't mean you should stop doing this, but it does put it into perspective.
- Individual Feedback EmployeesZanna & Miranda discuss how to ensure that individual feedback at employee level provides a fair picture.
- No Place to ‘Land’Always make sure that there is someone who will do something with the insights from the measurement you send. Why else would you measure?
- Complex IT integrationsAre you on hold to send your surveys due to complex IT integrations? Be pragmatic and start measuring to add value to the organization while IT integration is being worked on in the background.
- Response Rate FetisjThe response rate sometimes seems like a holy grail. Zanna explains for you how much response you really need to gain good insights.
Enjoy the podcast!
(02:13) Short Survey Religion
(04:53) Maximize Measurements
(06:35) Tricky Templates
(08:02) Continuous Measuring
(10:37) Sexy Dashboarding
(14:00) Individual Feedback Customers
(16:41) Individual Feedback Employees
(18:02) No Place to ‘Land’
(19:54) Complex IT integrations
(20:55) Response Rate Fetish
In this episode we explore why CX might benefit from a shift in perspective. Zanna challenges assumptions she sees and hears when working with CX professionals.
📌 We need a Journey Management Tool
- Before plunging headlong into the tool selection process, it's crucial to lay the groundwork, understand dynamics, and assess the true business value these tools can deliver.
📌 We Need to Map All Journeys
- Instead of giving in to the obsession with mapping all the journeys, prioritize journeys based on hard data and focus on the journeys that have the greatest impact on key business data.
📌 We Need Continuous Measurement
- The allure of continuous measurement often leads organizations down a path of data collection without a clear vision of how to turn insights into actionable improvements.
📌 We Need a CX Strategy
- The notion of crafting a standalone CX strategy divorced from the overarching organizational strategy can result in disjointed efforts and missed opportunities.
📌 We Need a CX Ambassador
- Relying solely on CX ambassadors, often cherry-picked from within the CX department, can lead to a limited reach and impact. Foster a culture where every employee is empowered to champion CX initiatives, regardless of their department, fostering a groundswell of engagement and commitment.
📌 We Need a Chief Customer Officer (CCO)
- Placing the burden of CX solely on the shoulders of a Chief Customer Officer can foster a culture of dependency and detachment among employees. Embed customer-centricity throughout the organization, encouraging every individual to embrace their role in shaping exceptional customer experiences.
Let's strip away the layers of complexity and focus on the essence of CX - how we make our customers feel. It's the little moments that leave a lasting impression.
(01:12) Introduction
(04:46) Journey Management Tools
(06:42) Mapping all the Journeys
(09:41) Continuous Measurement
(14:39) CX Strategy
(19:27) CX Ambassadors
(21:54) CCO
(23:30) Focus on the essence of CX
Join the Champions League of Customer Experience Transformation! Sign up for weekly inspiration: https://zannavanderaa.com/cxleague/
For timestamps see below.
“We are designed to connect.” Sandra Thompson
Sandra is Customer & Employee Experience Consult and an expert in the field of emotional intelligence.
In this podcast Zanna and Sandra discuss topics like:
🔎 Daniel Goleman's Emotional Intelligence Theory: Highlighting components like self-awareness, self-management, social intelligence, and relationship management.
🔎Technology and Human Connection: The conversation explores how technology can enhance human connection and emotional intelligence, bridging gaps in understanding and empathy.
🔎Impact of Emotional Intelligence in Organizations: Sandra shares real-world examples where emotional intelligence implementation led to positive changes in interactions and productivity within organizations.
🔎Concrete Tips for Developing Emotional Intelligence: Sandra offers practical steps like journaling, mindful breathing, and actively seeking feedback to develop emotional intelligence effectively.
The podcast also delves into specific strategies for inviting feedback, behavioral science insights, and the crucial importance of understanding customers' emotional needs in organizational settings.
Tune in and embrace the transformative power of emotional intelligence in your life and work.
Timestamps(00:05) Introduction and Background
(04:38) Technology and Human Connection
(07:10) Daniel Goleman's framework
(13:58) Self-Reflection in Transformation
(21:24) Impact of Emotional Intelligence in Organizations
(28:14) Concrete Tips for Developing Emotional Intelligence
(30:47) Journaling, Response, and Inviting Feedback
(42:07) The Importance of Understanding Customers' Emotional Needs
Join the Champions League of Customer Experience Transformation! Sign up for weekly inspiration: https://zannavanderaa.com/cxleague/
For timestamps see below.
Join Zanna when she talks with experts Kinga Wojtas and Lotte Kersten about the dynamics of generational differences in the workplace.
Kinga and Lotte are very passionate and knowledgeable about the topic of generations. They have done great research on this topic but more importantly translated their findings into super concrete insights and actionable exercises for organisations.
In this podcast they share practical strategies for enhancing collaboration and productivity across generations and talk about the importance of recognizing and embracing generational diversity to foster a more inclusive and harmonious work environment.
Some other topics in this podcast:
👉 Managing Generational Differences: Tips for managers include being honest role models, understanding generational differences, and creating environments where diverse perspectives are valued.
👉 Cross-Generational Learning: Younger generations can learn soft skills and patience from older colleagues, while older generations can benefit from the technological proficiency and fresh perspectives of younger coworkers. A mutual exchange of knowledge and skills strengthens workplace dynamics.
👉 Recruitment and Retention Strategies: Younger generations prefer purpose-driven organizations that contribute to societal or environmental goals. Authenticity and alignment with organizational culture are crucial factors in attracting and retaining talent. Providing opportunities for personal development and career growth is also essential for younger workers.
So if you’re interested in the complexities and opportunities presented by generational diversity in today's workplace, tune in to gain a deeper understanding of how to navigate and leverage generational differences.
Timestamps
(01:23) Introduction Lotte & Kinga
(06:23) Understanding Generations
(12:43) Challenges for Companies
(17:31) Improve Collaboration Reduce Burnout
(23:41) Managing Generational Differences
(26:41) Cross-Generational Learning
(32:06) Recruitment and Retention Strategies
Join the Champions League of Customer Experience Transformation! Sign up for weekly inspiration: https://zannavanderaa.com/cxleague/
For timestamps see below.
Stop measuring touchpoints…? Que?
That was the response from several CX colleagues on LinkedIn when I posted the quote that I think we should stop measuring touchpoints and focus on the journey instead.
Of course, in 1 post and 1 picture I can not share too many nuances, so I decided to make a podcast to give some context and also answer some of the specific remarks.
So if you want to know:
- How channels, touchpoints, journeys, life cycles are connected
- What the risks are of measuring touchpoints
- Why you struggle to mobilize your organisation with your touchpoint measurements
- Why you need an integrated approach to finding drivers and not a zoomed-in approach on separate touchpoints
Then I’m sure you will value the perspectives I share in this podcast!
They are not “the truth”, it’s just what I have seen to work and not work in my years of running CX transformation programs.
Enjoy!
Join the Champions League of Customer Experience Transformation! Sign up for weekly inspiration: https://zannavanderaa.com/cxleague/
For timestamps see below.
In this podcast episode, I had the pleasure to interview Ken Coyne, the co-founder of Ops Talent, a company known for its innovative approach to employee experience and culture.
Some interesting topics we discuss:
👉 The 5 H’s Framework Ops Talent's core values Be Happy, Be Healthy, Be Humble, Be Helpful, and Be Honest, and how they're integrated into the company culture.
👉 Leadership by Example We talk about communication and openness in leadership style, encouraging feedback from the team and fostering an environment where mistakes are learning opportunities.
👉 Cultivating a Family Culture How Ops Talent fosters a family-like atmosphere where individuals feel valued and supported. Ken highlights the roles of his brother Trevor and Gabriella, leveraging their strengths in leading the company.
👉 Transitioning from KPIs to "Keep People Inspired" Shift focus from traditional KPIs to "Keep People Inspired" metrics, recognizing and rewarding employees for their contributions, fostering a positive work environment.
Next to that Ken shares some steps for improving company culture.
Looking for valuable insights into leadership, culture-building, and employee engagement? Tune in now!
(01:32) Ken's Background and Journey
(05:46) Ops Talent's Origins and Evolution
(13:20) The Five H's Framework
(19:44) Challenges and Learnings in Cultivating Culture
(25:53) Leadership by Example
(28:51) From KPIs to "Keep People Inspired"
(34:18) Steps for Improving Company Culture
(37:10) Embracing Change and Human-Centricity
Join the Champions League of Customer Experience Transformation! Sign up for weekly inspiration: https://zannavanderaa.com/cxleague/
For timestamps see below.
Do you want to transform your organization into a customer-centric powerhouse?
Sam Stern is Customer Experience Expert at LinkedIn and a former CX analyst at Forrester. In this podcast Zanna and Sam delve deep into the concept of a customer-centric culture.
6 Reasons to tune in:
👉 1. Alignment Across the Board
Learn how a customer-centric culture ensures that every member of your team, from behind-the-scenes employees to customer-facing staff, comprehends how their daily efforts contribute to delivering exceptional customer experiences. This alignment is the secret sauce for fostering a cohesive, customer-centric workforce.
👉 2. Business Impact Unveiled
Discover the magic that happens when employees truly grasp the connection between providing great customer experiences and tangible business success. Sam underscores the importance of helping your team recognize the value of their individual contributions in achieving customer-centric goals.
👉 3. Manageable Change
In a customer-centric culture, Sam highlights the creation of a framework that makes change feel manageable and well within each employee's capabilities. Encourage your staff to implement small yet impactful changes in their roles, all while contributing to the broader objective of customer-centricity.
👉 4. Cultivating a Customer-Focused Culture Takes Time
Understand that culture transformation isn't a sprint; it's a marathon. Sam provides valuable insights into why it often takes several years to establish a customer-centric culture and how to pursue this transformation alongside immediate customer experience improvements.
👉 5. Employee Engagement Matters
Explore the critical link between employee engagement and delivering exceptional customer experiences. Zanna and Sam emphasize that engaged employees, armed with a strong sense of purpose and the freedom to enhance customer service quality, can be a game-changer for businesses.
👉 6. The Bright Spots Analysis
Get ready to dive into the Bright Spots analysis, a powerful technique for identifying top performers within your organization. By understanding what sets these high achievers apart from the rest, you'll be able to distill interventions, training, or tools to empower other employees to emulate these behaviors and elevate the customer experience.
Start your transformation journey today and tune in!
(03:15) Introduction to Customer-Centric Culture
(06:42) Alignment Across the Organization
(09:18) Connecting Customer-Centricity to Business Impact
(11:45) Framing Individual Contributions
(15:02) Culture Transformation Takes Time
(18:40) Involving Employees in Co-Designing Changes
(21:12) Employee Engagement and Sense of Purpose
(24:19) Employee Empowerment and Sense of Purpose
(26:50) Bright Spots Analysis
(28:35) Leadership's Role in Culture Change
Join the Champions League of Customer Experience Transformation!
Sign up for weekly inspiration: https://zannavanderaa.com/cxleague/
For timestamps see below.
Are you ready to unlock the secrets of successfully integrating Customer Experience (CX) into your organization's DNA? This podcast offers valuable insights and actionable strategies.
CX initiatives often start as programs, but the real magic happens when CX becomes an integral part of your organizational culture. The ultimate goal? Integrating CX in every facet of your operations.
Tune in and discover the 7 ways to integrate CX in the DNA of your organisation.
In this podcast we explore the 7 practical tips for effectively integrating CX. From recruitment to leadership roles, you'll learn how to seamlessly weave CX into your daily operations.
1. Share Customer Stories in RecruitmentDiscover how to incorporate CX into every part of your hiring process.
2. Design Emotion-Focused OnboardingDive into the power of integrating CX into your employee onboarding program.
3. Aim for Integrated Internal CommunicationUncover strategies for seamlessly weaving CX-related content into your existing internal communication channels, making CX a part of your daily conversations.
4. Use the Customer as Meeting StarterLearn how to incorporate CX discussions into routine gatherings and make it a consistent part of your organizational dialogue.
5. Facilitate Leaders with Tiny CX HabitsEmpower your leaders to integrate CX practices into their daily routines through small, impactful habits. Leadership plays a crucial role in shaping your customer-centric culture.
6. Align Internal and External MetricsFind out how to integrate CX metrics into your performance measurement systems.
7. Design for Energy through PlayfulnessExplore the importance of playfulness and energy in maintaining a customer-focused culture over the long term. It's not just about metrics; it's about creating an environment where CX thrives.
Listen now and integrate CX seamlessly and effectively!
(01:28) - Introduction to CX Integration
(03:37) - The Seven Ways to Integrate CX
(04:47) - CX in Recruitment
(06:13) - CX in Onboarding
(08:00) - CX in Internal Communication
(10:06) - CX in Meetings
(11:40) - CX in Leadership Roles
(16:31) - Energy through Playfulness in CX Culture
Join the Champions League of Customer Experience Transformation!
Sign up for weekly inspiration: https://zannavanderaa.com/cxleague/
For timestamps see below.
Are you curious about the inner workings of Customer Experience (CX) transformation and the pitfalls that CX teams encounter when trying to engage leadership?
If so, you will definitely like this podcast!
We delve into the world of CX transformation and explore three major pitfalls that organizations stumble upon.
Here's a sneak peek into what you can expect:
Pitfall 1: Relying on Business Cases for Engagement
- Discover how some organizations mistakenly believe that a business case is the golden ticket to engaging leadership in CX transformation.
- Learn why it's no longer just about financial proof and why leaders may remain unconvinced by traditional business cases.
- Uncover the power of hard, steerable data in illustrating the true value of CX.
Pitfall 2: Overemphasis on Qualitative Research
- Explore the challenge of overemphasizing qualitative research in CX efforts.
- Understand the importance of striking a balance between qualitative and quantitative data to effectively engage leaders.
- Find out how tangible, data-driven insights can bridge the gap between CX teams and leadership.
Pitfall 3: Don't critisize everyone all the time
- Gain insights into the pitfall of failing to maintain a positive attitude when working with leaders.
- Learn why empathy and understanding are critical for building a more productive relationship.
- Explore a collaborative approach to CX integration that can lead to greater success and a harmonious partnership.
But that's not all! The podcast also offers a deep dive into the concept of "Empathy for Leaders," shedding light on the challenges faced by leaders in today's complex corporate landscape.
Discover how showing empathy, understanding, and support for leaders can pave the way for more successful CX initiatives.
Tune in and gain valuable insights that can transform the way you approach CX initiatives and leadership engagement.
(01:54) Pitfall 1: Relying on Business Cases for Engagement
(07:28) Pitfall 2: Overemphasis on Qualitative Research
(11:05) Pitfall 3: Keep focusing on a positive attitude
(13:50) Empathy for leaders
(17:21) Next podcast with Sam Stern
Join the Champions League of Customer Experience Transformation!
Sign up for weekly inspiration: https://zannavanderaa.com/cxleague/
For timestamps see below.
In this podcast episode, we delve deep into the essence of customer experience, breaking it down into five goals that guide you through a clear CX transformation journey.
💡Goal 1: Understanding How to Impact CX
💡Goal 2: Translating Insights to Improvements
💡Goal 3: Collaborating Across Silos
💡Goal 4: Inspiring Employees to Focus on CX
💡Goal 5: Financial Impact of CX Improvements
Zanna designed, based on her global experience, this clear path to elevate your CX game.
With a dynamic blend of insights, how to's, and practical examples she navigates through each goal, blending science with a very pragmatic approach to CX Transformation.
Discover the secrets of influencing customer experience, learn how to translate insights into actionable improvements, and break down barriers to foster collaboration.
And... find out why calculating the financial impact is not the starting point of this transformative journey. 😉
Are you ready to embark on a journey that will redefine the way you view customer experience?
Tune in now and let the transformation begin!
[01:42] The Why of 5 Goals for CX Transformation
[03:32] Goal 1: Understanding CX Impact
[07:56] Goal 2: Translating Insights to Improvements
[15:10] Goal 3: Collaborating Across Silos
[22:52] Goal 4: Inspiring Employee Focus on CX
[28:30] Goal 5: Financial Impact of CX Improvements
Join the Champions League of Customer Experience Transformation!
Sign up for weekly inspiration: https://zannavanderaa.com/cxleague/
For timestamps see below.
Ever wondered how to reduce unnecessary customer contacts while boosting your customer experience?
Zanna shares her effective approach, revealing how to calculate potential savings, create simple yet impactful business cases, and and ultimately enhance the journeys to prevent contacts that also your customers would love to avoid.
Tune in to learn more about:
💡 Understanding the Scope of Service Experience
💡 The Two Perspectives of Service Experience
💡 Metrics for Measuring Experience
💡 The Power of Preventing Contacts
💡 Quality of Call Registration and Journey Analysis
💡 Maximizing Service Experience Impact
🎁 Plus, don't miss out on our special holiday gift at the end of this year.
Ready for a dose of inspiration?
Tune in today and unleash the potential of service experience.
[01:24] The Scope of Service Experience
[02:29] The Two Perspectives of Service Experience
[05:02] Metrics for Measuring Experience
[09:10] The Power of Preventing Contacts
[16:14] Call Registration and Journey Analysis
[22:19] Maximizing Service Experience Impact
Join the Champions League of Customer Experience Transformation!Sign up for weekly inspiration: https://zannavanderaa.com/cxleague/
For timestamps see below.
Dr. Maxie Schmidt is Vice President & Principal Analyst for Forrester on the topic of Customer Experience. In our new podcast Zanna and Maxie unravel the business impact of CX - and no, this is not just about making a business case - and discuss 6 common CX mistakes.
They talk about valuable insights for successful CX transformation, discuss how a company's strategy should be customer-focused and how success metrics should consider customer centricity.
Maxie also shares a powerful tool for CX leaders - the Johari Window. This tool helps leaders understand their strengths and how they are perceived by others, enabling them to become more effective in their roles and lead from their strengths.
Next to that, learn more about:
🎓 the role of metrics in creating better experiences
🎓 the importance of empathy in understanding stakeholders
🎓 the connection between customer experience and employee experience
Tune in now!
For the people who tuned in and want to learn more about the topics discussed, hereby the links:
💡 Johari Window:
https://en.wikipedia.org/wiki/Johari_window
💡 CX Commitment Checklist:
https://www.forrester.com/blogs/help-your-leaders-face-reality-with-a-leadership-cx-commitment-checklist/
💡 Prioritize customer journeys:
https://www.forrester.com/blogs/how-to-prioritize-customer-journeys/
💡 Blog for the report “Why Paying Employees For Good CX Is A Bad Idea”:
https://www.forrester.com/blogs/dontpayforgoodcx/
(00:00) The Energized CX Community
(05:11) The Most Impactful Report
(15:42) The Role of CX Teams
(17:06) The Connection Between CX and EX
(26:37) The Business Case for CX
(27:23) An Example from Schindler
(44:08) The Ideal Context for CX Transformation
(46:24) The Importance of Empathy
(48:39) The Johari Window
Join the Champions League of Customer Experience Transformation!
Sign up for weekly inspiration: https://zannavanderaa.com/cxleague/
For timestamps see below.
Join Lotte Kersten as she delves into the future of HR and organizational structures in this thought-provoking podcast. Drawing from a meta-analysis of various HR and non-HR models, Lotte shares key insights on the evolution of organizations and the transition from efficiency towards purpose.
She also provides invaluable advice on engaging millennials and Gen Z in the workplace, emphasizing the importance of authenticity, a democratic environment, and leveraging their tech-savviness.
This podcast is a must-listen for anyone interested in understanding and implementing progressive HR practices and for those keen on engaging the younger workforce effectively. Tune in to explore the possibilities of what your organization could look like on different levels.
(00:33) Introduction and Background
(03:10) The Disruptors and Changing Work Culture
(07:07) Meta Analysis of HR Models
(11:04) Maturity Model and Assessments
(14:24) The Challenge of Changing Behavior
(16:06) HR Maturity Levels and Openness to Change
(18:06) Addressing HR Questions and Transforming Roles
(29:38) Connecting on a Concrete Level
(33:45) Attracting and Engaging Millennials and Gen Z
Join the Champions League of Customer Experience Transformation!
Sign up for weekly inspiration: https://zannavanderaa.com/cxleague/
Journey Management: Transforming Customer Experiences 🚀
Danny Peters is Co-Founder & CEO of Milkymap. Join us in this podcast where we talk about the world of journey mapping and journey management and create true customer centricity through data modelling.
Here's why you should tune in:
📌 Practical applications: Learn how journey management tools can be implemented effectively
📌 Driving success: Understand the success criteria for journey management implementation
📌 CX transformation: Dive into the broader context of CX transformation
📌 Overcoming challenges: Uncover common mistakes and challenges faced by organizations during CRM and journey management implementation
Tune in now and unlock the potential of journey management!
To dive deeper into the popular topic of Journey Management, we recorded a podcast with Jochem van der Veer (CEO TheyDo, EPS 14) and Danny Peters (CEO MilkyMap, EPS 15).
Join the Champions League of Customer Experience Transformation!
Sign up for weekly inspiration: https://zannavanderaa.com/cxleague/
Discover the Power of Journey Management 🚀
Join me in the captivating conversation I had with Jochem van der Veer, Co-Founder & CEO TheyDo journeymanagement. Together we explore the fascinating world of journey management and its impact on organizations.
We discuss how Journey Management can help you to:
📌 Simplify Complexity & Gain Perspective
📌 Break Down Silos & Drive Collaboration
📌 Extract The Right Data & Have Meaningful Impact
📌 Shift Mindsets & Drive Progress
Check out this podcast to gain valuable insights on journey management and unlock it's potential in your own organisation.
To dive deeper into the popular topic of Journey Management, we recorded a podcast with Jochem van der Veer (CEO TheyDo, EPS 14) and Danny Peters (CEO MilkyMap, EPS 15).
So… You know the importance of CX.
But how do you excite all colleagues to work on improving the experience?
And how can you effectively change behavior?
Zanna and Miranda discuss the key elements to successfully changing behavior: motivation, ability, and environment. Here are three talking points to give you a taste of what you'll learn:
- Discover how to design your environment to make it easier to engage in new behaviors.
- Find out how to use the drivers of satisfaction to create a transformation program, including how to translate drivers into tiny habits and create a menu of experiments customized to different roles in the organization.
- Discover how to create a fun and engaging community that everyone wants to be part of.
Just hit play to and check out this podcast on behavior change and customer experience!
Sign up to Zanna's curated CX newsletter for weekly inspiration: https://zannavanderaa.com/weekly/.
Zanna van der Aa combines 20+ years of experience in CX transformation with a PhD in CX.
Miranda Nijenhuis is Zanna's partner in crime for over 8 years now and in this podcast she has the role of interviewer.
This podcast was recorded on April 4th, 2023.
Discover the power of Journey Mapping with Zanna and Miranda in our latest podcast episode.
In just 30 minutes, you'll learn how journey mapping can help you understand what steps your customers go through with your organization, prioritize improvements, and enhance experience. Plus, you'll get valuable insights on the different types of journey mapping and how to use them to achieve your goals.
Here are some talking points you won't want to miss:
- Hear about the different types of journey mapping, and how to use each to your advantage
- Find out why prioritization is key in using journey mapping to improve customer experience
- And how to find the real, latent drivers of satisfaction based on your journey mapping insights
Don't miss out on this opportunity to improve your journey mapping skills.
Tune in now!
Sign up to Zanna's curated CX newsletter for weekly inspiration: https://zannavanderaa.com/weekly/.
Zanna van der Aa combines 20+ years of experience in CX transformation with a PhD in CX.
Miranda Nijenhuis is Zanna's partner in crime for over 8 years now and in this podcast she has the role of interviewer.
This podcast was recorded on April 4th, 2023.
Is your organization struggling with the extreme broad topic of CX?
Do you feel you are speaking a different language when talking about CX?
Are your UX-ers claiming CX? Is you Contact Center claiming CX?
They are not wrong, but we see it's just not helpful if you are not speaking the same language when it comes to the scope of the different types of experience and how they are connected.
Do you want to know when to use which type of experience metric like the Net Promotor Score, Customer Satisfaction and / or Customer Effort Score?
Then this is the podcast for you ;-)
In this podcast Zanna introduces the scope of the five types of experience and the metrics used to measure them.
- Brand Experience
- Customer Experience
- Employee Experience
- Service Experience
- User Experience
She also offers valuable insights and recommendations on how to prioritize and design digital experiences based on customer insights.
Sign up to Zanna's curated CX newsletter for weekly inspiration: https://zannavanderaa.com/weekly/.
Zanna van der Aa combines 20+ years of experience in CX transformation with a PhD in CX.
Miranda Nijenhuis is Zanna's partner in crime for over 8 years now and in this podcast she has the role of interviewer.
This podcast was recorded on April 4th, 2023.
aka Key Statistics for CX Professionals ;)
- Are you a CX professional struggling to make sense of statistics?
- Are you intimidated by the complexity of data analysis?
Fear not!
Tune in to this podcast and learn how you create steerable information on this fluffy thing called experience.
On top of that, you learn about 5 key CX metrics that no one seems to think about...
With a focus on methodology, this podcast discusses the pluses and minuses of survey tools, the risks of using open text questions, and the key basics of statistics that can help you achieve maximum business impact.
Sign up to Zanna's curated CX newsletter for weekly inspiration: https://zannavanderaa.com/weekly/.
Zanna van der Aacombines 20+ years of experience in CX transformation with a PhD in CX.
Miranda Nijenhuis is Zanna's partner in crime for over 8 years now and in this podcast she has the role of interviewer.
This podcast was recorded on April 4th, 2023.
In this podcast Zanna & Arjan (regional VP transformation consulting) talk about digital transformation and customer experience transformation. Arjan and Zanna met in 2007 when they were both part of the high potentials program at Capgemini. They recently reconnected in their shared dream to humanize organisations.
As always we start with the background of our guest and what digital transformation means. To make that human connection in digital transformation, Arjan uses a term called "actionable empathy" to make sure that the digital transformation, just like CX transformation, is always linked to the sense of purpose, to customers and to employees.
Arjan shares his perspective and experience with digital transformation including an interesting example from Burbery who have succesfully transformed their organisation a few years ago.
Link to sign up to Zanna's curated CX newsletter: https://zannavanderaa.com/weekly/.
Zanna van der Aa combines 20+ years of experience in CX transformation with a PhD in CX.
In this podcast, Zanna interviews Inge Dubois, director of operations at Randstad Belgium. Zanna was inspired by Inge's vulnerability, willingness to learn and to lead by example in a project they worked on together, using elements of the filosophy of Dan Cable's book Alive at Work.
Since many leaders and also CX professionals are figuring out this puzzle of transformation, they sat down together to talk about Inge's experiences and tips for any leader wanting to experiment with more empowered ways of working and/or for any professional (CX, HR, digital, sustainability) that is looking to work with leadership to facilitate transformation.
NB. Unfortunately due to a technical error, the sound is not optimal, but we felt the content is too valuable to not share this podcast. This podcast was recorded in December 2022.
Without great Employee Experience there is no great Customer Experience. But how do you enhance the experience of the employees and choose the best way to let CX and EX reinforce each other?
In this episode Zanna and Miranda discuss the key issues with most employee engagement measurements (spoiler alert: most employee engagement survey tools are NOT giving you the drivers you need to enhance engagement).
Zanna explains the key issues but also shares what you can do to make smart use of many existing insights from science to make sure your organisation is measuring what matters most to your employees.
Zanna van der Aa combines 20+ years of experience in CX transformation with a PhD in CX.Miranda Nijenhuis is Zanna's partner in crime for over 8 years now and in these podcasts she has the role of the interviewer. This podcast was recorded on Oct 28th, 2022.
Recognize this mechanism?
"When we score higher than the benchmark, we say: yes! we are done! When we score lower than the benchmark we start questioning the research..."
In this episode Zanna and Miranda discuss the content of benchmarking.
Does it make sense at all?
If yes, when does it make sense?
How can I best benchmark NPS or satisfaction?
They also discuss some crucial tips and tricks to watch out for if you want to benchmark your NPS or SAT score.
Zanna van der Aa combines 20+ years of experience in CX transformation with a PhD in CX.Miranda Nijenhuis is Zanna's partner in crime for over 8 years now and in these podcasts she has the role of the interviewer. This podcast was recorded on Oct 28th, 2022.
There are 3 key metrics in the field of Customer Experience:
- The Net Promotor Score (NPS)
- The Customer Effort Score (CES)
- Customer Satisfaction (SAT
In this episode, Zanna explains the sense and non-sense of the NPS and the CES.
She starts with the history of both metrics and how they originally were intended to be used.
Based on the books about the metrics, her scientific perspective of loyalty and the data analyses she has done with several organisations, she takes you on a journey so you can better understand and explain the pros and cons of each metric and how to use them.
Zanna van der Aa combines 20+ years of experience in CX transformation with a PhD in CX.Miranda Nijenhuis is Zanna's partner in crime for over 8 years now and in these podcasts she has the role of the interviewer. This podcast was recorded on Sept 30th, 2022.
In this second episode, Zanna van der Aa (20+ years of experience in CX and PhD in CX) explains how you can find the drivers of customer experience.
Most organisations are struggling to find hard, steerable data that tells them: for this journey, topic x will get you to a 8 or 9+ five times faster than topic y.
Most research companies fail to deliver on that promise. They either analyze open texts or predefined list of topics customers could select or they use correlation (which is not the same as cause and effect!).
Zanna explains:
- the risks of not using smart statistics
- which smart statistics to use and the value they add
- the process how to find the drivers of your journeys
Miranda Nijenhuis, partner in crime of Zanna in many CX programs over the last 8 years, has the role of interviewer during these podcasts. This podcast was recorded on Sept 30th, 2022.
In this first episode of the CX Energy Boost podcast, Zanna van der Aa explains why many organisations struggle to find the right compass for their CX programs. Meaning: what's the best way to discover exactly which buttons to push to have the biggest impact and fastest increase in CX (for example satisfaction or Net Promotor Score increase).
She explains:
- The 5 types of experience and their metrics
- The risks of measuring touchpoints
- How to connect journeys, channels and the overall experience
- How to use smart statistics to find those buttons and create hard, steerable information that will show you exactly what to improve
This approach has been proven many times with different organisations, sector and even countries. Every time we have been able to show a significant increase (i.e from a 6.2 to a 7.1 or a 7.9 to an 8.8) within 3 months time.
Zanna is interviewed by partner in crime Miranda Nijenhuis.
This episode was recorded on September 30th, 2022.
I had the honor to interview Dan Cable (London Business School Professor). He is the author of one of my three 'bibles': his book "Alive at work". We talk about why he loves to work in this field of creating energy and empowerment in organisations, how he got into the field and why transformation is so difficult for so many organisations. Topics we discuss: Serendipity, Alive at work, Learned helplessness, Best Self, Emotional contagion (how to energize all the employees in the organisation), Servant leadership, Purpose. And Microsoft stocks... ;-)
"The journey of leading is putting more living in the life" - Dan Cable's best self hashtag.
In this podcast, I'd like to take you on my personal journey.
I'll share with you the lessons I've learned over the past 20 years, which I believe were important in successfully getting organizations moving towards more customer- and human centricity.
These are personal lessons which had a direct effect on my professional role. As I believe that those 2 can never be truly disconnected.
The very basis I use for all these lessons, is actually my professional journey from my first employer early in 2000 to the work I now enjoy doing as an independent consultant.
I hope these lessons can also help you make the difference