Inside Microsoft's Mission to Be the World's CX Leader with Zehra Syeda-Sarwat

15 snips

Aug 25, 2025

Zehra Syeda-Sarwat, Global Head of CX Strategy and Insights at Microsoft, is on a mission to transform customer experience. She shares how Microsoft is proving that AI can indeed be empathetic while reshaping customer journeys and enhancing employee experiences. Zehra discusses the importance of measuring intention before action and how to connect employee and customer friction for mutual benefits. With actionable strategies, she emphasizes balancing quick wins with long-term initiatives to drive impactful changes in the ever-evolving landscape of customer service.

Ask episode

AI Snips

Chapters

Transcript

Episode notes

INSIGHT

Ambitious AI-Driven CX Vision

Microsoft aims to become the world leader in customer experience by using AI to reimagine customer, employee, and partner journeys.
The company sees an opportunity to create disruptive, never-before-done experiences at large scale.

ADVICE

Tie CX Metrics To Business Outcomes

Build a clear data strategy linking CX metrics to business outcomes to prove ROI.
Standardize metrics, assign accountability, and tie performance management to CX expectations.

ADVICE

Make Transformation Fun Internally

Use internal marketing to make transformation fun and build momentum across the company.
Celebrate wins with awards and swag like stickers and jackets to ignite curiosity and participation.

Get the Snipd Podcast app to discover more snips from this episode

Get the app

Most companies think AI can never be empathetic. But Microsoft is proving that belief completely wrong while transforming customer experiences at an unprecedented scale.

Join hosts Chuck Moxley and Nick Paladino as they talk with Zehra Syeda-Sarwat, Global Head CX Strategy and Insights at Microsoft.

With experience from Amazon Web Services and now leading Microsoft's ambitious mission to become the world leader in customer experience, Zehra shares how they're using AI to reimagine not just customer journeys, but employee and partner experiences in ways never done before.

Key Actionable Takeaways:

Use the two-by-two framework for prioritization - Plot customer pain points on effort vs. impact matrices to identify low-effort, high-impact quick wins that build momentum
Measure intention before action - Track early signals like website learning, employee training, and event attendance to predict customer loyalty before it converts to revenue
Connect employee and customer friction simultaneously - Focus employee experience improvements specifically on customer-facing roles to create dual outcomes that benefit both groups

Want more tips and strategies about digital transformation and customer experience? Subscribe to our newsletter! https://www.thefrictionlessexperience.com/frictionless/
Download the Black Friday/Cyber Monday eBook: http://bluetriangle.com/ebook

-

Zehra Syeda-Sarwat's LinkedIn: https://www.linkedin.com/in/zehra-syedasarwat-7127a211/
Zehra Syeda-Sarwat's X: https://x.com/ZehraSyedaS
Nick Paladino's LinkedIn: https://linkedin.com/in/npaladino
Chuck Moxley's LinkedIn: https://linkedin.com/in/chuck-moxley

Chapters:
(00:00) Introduction
(03:00) Microsoft's ambition to lead global customer experience with AI
(04:00) Culture change lessons
(06:00) Four foundational elements for CX transformation success
(09:00) The power of internal marketing and making transformation fun
(13:00) Prioritization frameworks - customer feedback and two-by-two matrices
(17:00) Assessing effort vs. impact for transformation initiatives
(21:00) The three Cs - connection, conviction, and commitment
(25:00) Balancing quick wins with long-term strategic initiatives
(27:00) Internal friction solutions that improve both employee and customer experience
(31:00) Metrics that signal transformation is actually working
(35:00) Measuring customer intention as a leading indicator
(38:00) Why AI empathy misconceptions are holding companies back
(39:00) Conclusion