Ep.29 - CX is a function, VML’s Global Chief Experience Strategy Officer on Strategy and AI - Ben Geheb

In this episode of The Experience Edge, Jochem van der Veer sits down with Ben Geheb, Global Chief Experience Strategy Officer at VML, to unpack the challenges and misconceptions surrounding customer experience strategy today. From jargon pitfalls to the need for actionable journeys, Ben shares compelling insights on bridging the gap between customer-centric thinking and real-world business execution.

The conversation includes strategic guidance on aligning CX with organizational goals, building rituals that sustain decision-making, and transforming CX from a reporting function into an accountable, outcome-driven practice. Whether discussing how to position CX teams within enterprise structures or the need to modernize tech stacks to support agile solutions, Ben brings a clear-eyed perspective on making CX impactful and resilient.

Guest Bio

My guest today is Ben Gehab, he is the Global Chief Experience Strategy Officer at VML, a leader in customer experience strategy, helping brands stay ahead in an era of shifting expectations. His insights have been featured in Harvard Business Review and VML’s Future Shopper 2024 report, shaping the conversation on digital transformation and consumer trends. With a passion for problem-solving, Ben specializes in aligning business goals with customer-centric innovation. Featured on podcasts like Human Centered, he explores the future of experience strategy - designing solutions that don’t just meet customer needs but anticipate them

Chapters

00:00 Introduction and client names

01:47 Guest bio and professional intro

03:05 Overcoming jargon and redefining journeys

06:31 Good vs. bad CX initiatives

12:03 Moving from data to decision-making

15:49 Creating momentum and business buy-in

21:18 Building effective ceremonies and alignment

28:26 Infusing CX into agile and sprint cycles

31:04 Gaining influence through accountability

38:45 Ownership vs. influence in CX transformation

43:58 Misconceptions about customer-centricity

48:52 Quantifying CX value and measuring impact

56:24 Final thoughts on modernizing CX execution

59:27 Wrap-up and where to find Ben online

Follow us:

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

Ben's Profile - https://www.linkedin.com/in/ben-geheb-5b747245/