Ep.17 - IKEA’s Secret to Global CX Success - Martin Villanueva

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

Guest Bio

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

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

Chapters

00:00 Introduction and Guest Welcome

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

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

05:02 Is Customer Loyalty Still Relevant?

07:28 The Evolution of Loyalty Programs with AI

10:19 Emotional Loyalty vs. Transactional Loyalty

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

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

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

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

22:08 How Global Franchises Adopt Customer Engagement Strategies

25:42 Measuring Engagement and Customer Lifetime Value

28:20 Handling Franchise Resistance to Global Strategies

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

34:23 AI Adoption at IKEA and Its Impact

37:15 How to Ensure AI Provides the Right Answers

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

42:31 The Role of Remote Work in Global Teams

45:34 Managing a Distributed Global Customer Engagement Team

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

50:58 Bringing Physical Customer Experience Insights to Digital Teams

53:14 AI-Enabled Retail Design and Behavioral Insights

56:10 Ethics of Influencing Customer Behavior in Retail

58:52 Closing Thoughts and Where to Find Martin

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

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