The Experience Edge Ep. 38 - Journey work isn’t a side hustle. - Dan Gingiss
In this energizing episode of The Experience Edge, Jochem van der Veer is joined by customer experience visionary Dan Gingiss. With leadership roles at Discover, McDonald's, and Humana, and as author of Becoming the Experience Maker, Dan shares how companies can transform everyday interactions into powerful brand moments. The conversation dives into Dan’s WISER framework - a tactical approach to designing experiences that customers can’t help but talk about.
Together, they explore how CX isn't just a department but a company-wide mindset, and Dan offers real-world examples of how tiny improvements can drive major business outcomes. From eliminating website friction to activating back-office teams as CX advocates, this episode is packed with practical wisdom on making customer experience a core business driver. A must-listen for CX leaders looking to move from theory to tangible impact.
Guest Bio
Dan Gingiss is an international keynote speaker, author, and former Fortune 200 executive with over two decades of experience in customer experience and marketing. His career spans leadership roles at Discover, McDonald’s, and Humana, and he is the author of two influential books: Becoming the Experience Maker and Winning at Social Customer Care. Dan is also the co-host of the award-winning podcast Experience This! and a respected voice in CX thought leadership, known for his actionable WISER framework that helps brands become truly memorable.
Takeaways
- CX is a shared responsibility, not just the job of one department.
- Even back-office teams impact customer experience.
- Immersing executives in their own customer journeys reveals critical friction points.
- Eliminating small annoyances (like unnecessary form fields) can massively boost conversions.
- A WISER experience is: Witty, Immersive, Shareable, Extraordinary, and Responsive.
- Ordinary experiences are opportunities waiting to be improved.
- Business cases for CX improvements should tie directly to ROI or cost savings.
- Listening to earnings calls can help CX teams align with company priorities.
- Brands like Chewy and Zappos win customer loyalty by showing empathy and over-delivering.
- Pricing changes (like tariffs) should be transparently communicated to customers.
- Responsive service during tough times builds lasting loyalty.
- CX transformation is not a one-time project—it’s a daily mindset.
Chapters
00:00 Introduction to Dan Gingiss
01:20 The mindset shift: CX is everyone’s job
04:36 The cashless restaurant case study
08:22 Executives must become their own customers
10:13 Removing friction in digital onboarding
14:18 How to scale CX beyond the low-hanging fruit
16:30 Daily CX improvements over giant transformations
20:23 Linking CX to financial ROI
25:04 Why CX teams struggle to speak business language
29:53 The WISER framework unpacked
42:41 When not to apply the WISER framework
46:19 Leadership buy-in and prioritization
47:08 Navigating pricing and tariffs in CX
51:19 Brands that have your back build loyalty
53:17 Chewy: A masterclass in emotional CX
55:34 Where to find Dan Gingiss
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