The Experience Edge

Why do CX efforts fail - even when everyone’s working hard?You’ve got the tools, the talent, and the intent. But customer pain persists. In this video, Jochem Van Der Veer (TheyDo CEO) reveals the real reason most customer experience initiatives don’t deliver results.It’s not broken UX.It’s not bad support.It’s structural misalignment - and it’s costing you more than you realize.What You’ll Learn: • Why silos aren't the enemy - and why “breaking them” is the wrong goal • The 4 hidden costs of poor cross-functional coordination: • How journey-centric orchestration helps teams work smarter, not harder • Real-world lessons from companies like Lufthansa on aligning product, UX, and service • Why journey management beats cosmetic fixes like NPS and UI tweaksJoin the conversation:Where are your teams misaligned - and what would it take to fix it?Follow Jochem on LinkedInExplore Journey Management with TheyDo #CustomerExperience #JourneyManagement #TheyDo #BusinessSilos #CXLeadership #DigitalStrategy #CrossFunctional #CustomerJourney #CXFailure #OrchestrationNotDestruction

In this episode of The Experience Edge, Jochem van der Veer welcomes Brooke Sellas, CEO of B Squared Media, to dissect how social media has evolved from a content distribution channel to a powerful platform for customer experience and intelligence. Brooke explains how forward-thinking brands are using social not just to post, but to converse, and how these conversations can reveal vital insights into customer behavior, brand sentiment, and even revenue potential.Brooke introduces her CARE framework (Conversation, Acquisition, Retention, Engagement) and explains how her agency uses this model to help enterprise brands mine social interactions for voice-of-customer data. With examples from clients like printer and appliance brands, she reveals how conversational data, social listening, and AI integration can drive measurable business outcomes, from reducing churn to increasing sales. This episode is a masterclass in turning social media into a revenue engine and customer intelligence hub.Guest BioBrooke Sellas is shaping the future of digital marketing one conversation at a time. As an award-winning CEO, she leads B Squared Media, the premier agency redefining 'social care' for brands like Brother International, Miele, and BCU. You can dive into her insights through her book Conversations That Connect, her thought leadership on CMSWire, or her expert-led courses, among them, three digital marketing courses at the University of California, Irvine (one focused on AI & Marketing) and a LinkedIn Learning course on Social Care.TakeawaysSocial media has evolved from content broadcasting to customer conversation and care.The CARE framework, Conversation, Acquisition, Retention, Engagement, drives measurable business results.Social listening tools help brands proactively identify trends, crises, and customer intent signals.Acquisition conversations on social media are often underestimated; many brands find >20% of social interactions are sales-related.Responding to positive comments increases brand affinity and fuels word-of-mouth marketing.76% of customers who don’t receive a reply on social will consider switching to a competitor.AI enhances scalability but must be paired with human judgment to avoid PR mishaps.Gen Z shoppers value brand-customer conversations more than online reviews.“Channel of choice” is essential: CX insights differ across email, phone, and social.AI can analyze conversational data to reveal which messages and offers close more deals.A single customer service issue, like a confusing coffee machine manual, can cause widespread sentiment drops unless proactively resolved.Social selling is not just a buzzword; it requires structured processes and attribution clarity.Chapters 00:00 Introduction to Brooke Sellas 01:00 Why social media has shifted from content to conversation 03:00 Who should own social media in an enterprise? 04:30 Brands leading in conversational social media 07:00 The CARE framework explained 10:00 Using VOC to find acquisition and retention signals 14:00 Proving ROI and prioritizing efforts 18:30 Scaling with AI and human oversight 25:30 Best practices in social listening and VOC integration 30:00 Segmenting by channel and generation 34:00 Case study: Fixing a product sentiment issue 41:00 Identifying channel of choice for CX alignment 46:00 Attribution tension between marketing and social care 50:00 Events that trigger companies to invest in social care 55:00 Sprout Social stat: 76% switch brands after no replyLinkedInFollow Brooke Sellas on LinkedInFollow Jochem van der Veer on LinkedInBrooke's Web Linkshttps://bsquared.media/https://bsquared.media/conversations-that-connect-book/

In this episode of The Experience Edge, Jochem van der Veer speaks with Jennifer Jenkins, Head of CX Design at Scotiabank. Jennifer shares her deep expertise in service and systems thinking, offering a fresh lens on organizational silos, cross-functional collaboration, and the evolving practice of journey management. With roots in workplace design and a strong belief in in-situ research, she provides a unique perspective on how to elevate both customer and employee experiences.The conversation delves into topics such as rethinking silos as structures, aligning organizational design with customer experience, the necessity of qualitative research in a digital world, and designing with sustainability in mind. Jennifer advocates for systems that are not only more efficient but more human, urging companies to expand their awareness, reframe assumptions, and design responsibly for scale.Guest BioJennifer Jenkins is the Head of CX Design at Scotiabank, where she leads strategy and design across complex systems in a large, legacy financial organization. With a background spanning service design, workplace strategy, and systems thinking, Jennifer brings a multidisciplinary approach to shaping impactful customer experiences. She is particularly known for championing cross-functional pods, emphasizing qualitative research, and promoting sustainable design choices in digital contexts.TakeawaysSilos can be reframed as necessary structures; the goal is to connect them, not eliminate them.Service design often breaks down when organizational design doesn't align with the intended customer experience.Journey pods at Scotiabank are cross-functional, aligning CX strategy with product development early in the process.Pods engage in both qualitative and quantitative research, using methods from anthropology to unmoderated online testing.Trust within an organization reflects externally: high employee trust correlates with high customer trust.Designing journeys as nonlinear, multidirectional experiences is more accurate than traditional linear models.Qualitative, in-situ research captures insights missed in digital-only environments - context truly matters.Journey-centric org models must remain hybrid to account for structural and process realities.Designing for sustainability includes decisions like avoiding unnecessary animations or heavy media.Employees often lack the tools and knowledge to act sustainably - education and awareness are key.Sustainability in digital design must consider both content and energy use, and requires collaboration with engineering.Small design decisions, when scaled across millions of users, can have a massive environmental impact.Chapters 00:00 Introduction and welcome 01:12 Jennifer Jenkins’ background and role at Scotiabank 02:00 Rethinking organizational silos 04:00 Why silos persist in legacy organizations 09:00 Aligning org structure with service delivery 10:00 Designing effective journey pods 13:00 Balancing quant and qual in CX research 14:00 Making CX insights actionable 16:30 Nonlinear journey design and its challenges 21:00 Viability of journey-centric org design 23:00 The overlooked role of employee experience 27:00 Measuring intangible experiences 29:00 The value of in-situ research 32:00 AI's limitations in understanding human nuance 35:00 Real-world insights from observational research 38:00 Journey friction and user trust 39:00 Designing CX with sustainability in mind 44:00 Empowering teams with knowledge and skills 48:00 Closing thoughts and where to find JenniferLinkedInFollow Jennifer Jenkins on LinkedInFollow Jochem van der Veer on LinkedIn

In this engaging conversation, Jon Picoult, founder of Watermark Consulting and author of From Impressed to Obsessed, shares his expertise on creating unforgettable customer experiences. He argues that mere customer satisfaction leads to mediocrity and explains the importance of crafting impactful interactions. By applying psychological principles like the peak-end rule, companies can engineer lasting memories and build customer loyalty. Jon also discusses the significance of empathy, strategic communication, and effectively structuring customer journeys for long-term success.

In this compelling episode of The Experience Edge, Jochem van der Veer is joined by James Munoz, Director of Brand and Employee Experience at Elsevier, to discuss what it truly means to lead through chaos and complexity. Drawing from his unique background as a former U.S. Army reconnaissance officer turned CX transformation leader, James unpacks how his soldier-first mindset evolved into a human-first philosophy that fuels customer and employee experience today.James shares hard-earned lessons from the military, financial services, and enterprise transformation programs at Wells Fargo and Elsevier. He dives into what makes a strong Voice of the Customer (VOC) program, the need for real-time feedback loops, the value of having a shared CX vision, and how artificial intelligence can serve internal teams to elevate customer understanding. The episode ends on a high note: a call to reimagine CX not as a reactive discipline, but as an engine for innovation.Guest BioJames Munoz is the Director of Brand and Employee Experience at Elsevier, where he leads strategic alignment across brand, customer, and employee initiatives. A seasoned transformation leader, James brings over a decade of military leadership experience as a former U.S. Army reconnaissance officer, followed by CX and operational roles at Bank of America and Wells Fargo. His expertise spans journey measurement, VOC program design, and experience strategy. James is a champion for connecting brand promise to execution and is known for shaping cultural change through customer-centric thinking.TakeawaysHuman-First Leadership: Military service taught James to prioritize people over tasks - a principle he now applies to CX.From Military to CX: Transitioning from the Army to brand experience was intuitive for James because both require deep understanding of human behavior.Strategic VOC Programs: Good VOC isn't just about surveys - it's about recurring engagement with business stakeholders and closing the loop on insights.Quarterly vs. Real-Time Feedback: While quarterly reviews help align stakeholders, there's a rising need for real-time, dashboard-driven CX.Regulated Industries & VOC Maturity: Banks often have more mature VOC practices due to compliance pressure - something B2B organizations can learn from.Shared North Star Vision: A tangible, organization-wide North Star aligns customer, employee, and brand experiences for consistent execution.CX as Culture: VOC programs can and should drive cultural change, not just collect metrics.AI as Internal Enabler: James is excited about AI's potential to help internal teams craft more empathetic, consistent messaging and surface insights faster.Brand-CX Disconnect: Too often, brand and CX teams operate in silos - James argues for direct alignment as they represent two halves of the same promise.Chapters 00:00 Guest Introduction and Setup 01:27 From Army Recon to CX Transformation 03:11 Translating Military Lessons to Customer Centricity 05:16 Entering CX Through Banking and Transformation 07:15 What Makes a Strong VOC Program 10:36 Regulated vs. Non-Regulated Industries 12:10 Quarterly Business Reviews and Culture Change 15:35 Real-Time Data and Agile Experience Management 19:38 Team Structures and Journey Alignment at Elsevier 22:04 Creating a Shared Vision Through a CX North Star 26:17 Getting Executive Buy-In 28:08 Misconceptions About CX Strategy 30:33 CX vs. Brand Perception 32:17 The Four Core Business Experiences 35:15 Connecting CX to Business KPIs 38:35 The Role of AI in Internal Collaboration 41:27 AI to Enhance Customer Understanding 43:45 The Magic Wand: Changing Mindsets 46:30 Should CX Be a Function? 47:46 From Fixing to Innovating in CX 50:07 CX's Language and Vision Problem 51:22 Wrap-Up and How to Connect with JamesLinkedInFollow James Munoz on LinkedInFollow Jochem on LinkedIn

Nathan Zahm, Head of CX Alpha at Vanguard's Personal Investor division, shares insights on transforming client experiences through a blend of behavioral science, analytics, and financial planning. He discusses the pivotal role of trust and transparency in enhancing client engagement and the integration of AI to meet diverse customer needs. Zahm also highlights the importance of personalized interactions during life milestones and the necessity of collaborative approaches for improving investment outcomes. His journey from actuarial science to revolutionizing financial services is both fascinating and insightful.

Tyler Andre, a CX Strategy & Design leader at Accenture Song, transforms our understanding of customer experience. He argues that true CX goes beyond reactive support, promoting a proactive approach rooted in operational excellence. Tyler critiques outdated metrics like NPS and introduces a trifecta of consistency, depth, and breadth for scalable CX practices. He highlights the synergy between AI and human-centered design, emphasizing the irreplaceable value of human ethics in crafting authentic customer experiences. The conversation is a practical guide for organizations aiming for impactful change.

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 BioMy 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 themChapters00:00 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 onlineFollow us:Jochem’s Profile - https://www.linkedin.com/in/jochemvanderveer/Ben's Profile - https://www.linkedin.com/in/ben-geheb-5b747245/

Allison Paine Landers, CXO for Banking and Lending at UBS and a FinTech Top 100 Women leader, shares her vast experience in financial services. She discusses the transformative approach to customer experience, integrating both customer and employee needs. Allison highlights strategies for navigating evolving banking expectations, emphasizing personalized service amidst digital demands. Her insights on fostering collaboration across teams and utilizing data-driven decision-making underscore the importance of deep listening and adaptive design in improving service delivery.

Elizabeth Oates is on a mission to help insight professionals go from simply being “interesting” to delivering true business impact. As the author of More Than Just Interesting and a seasoned insights leader, she’s transforming how organizations approach decision-making, data collection, and the role of human understanding in customer experience.In this episode, Elizabeth introduces the concept of “collection debt,” explains why insights functions often fall short, and provides practical tools for tying every insight to a business decision. She dives into how AI is reshaping the role of analysts, why trust and timing matter more than ever, and how journey thinking can create an infinite loop of customer engagement. Whether you lead an insights team or work with one, this is essential listening.Guest BioElizabeth Oates is an insights strategist, thought leader, and the author of More Than Just Interesting: How to Build an Insights Function for Impact. With over two decades of experience, she has built, led, and transformed insight teams for major organizations, helping them move from data collection to decision enablement.Elizabeth developed a framework of nine core skills for impactful insight work, blending business strategy, storytelling, and stakeholder influence. Her work centers on elevating the role of human insights in an increasingly AI-driven world, ensuring organizations maintain customer relevance while building trust through strategic insight delivery.Chapters00:00 Introduction to Elizabeth Oates and collection debt 03:26 What is collection debt and why it matters 07:36 Aligning insights with business actions 12:48 VOC: From reporting to relevance 14:48 Insight lifecycle: What’s still true and what’s now true 17:36 Where to start collecting insights 22:35 Anatomy of a perfect insight 28:02 Reframing insights language for impact 30:20 The role of AI in modern insights work 35:22 The underestimated power of influence 44:36 From interesting to impactful: The action connection 49:40 Case study: When not launching a product is the win 56:08 Measuring and celebrating insights impact 59:37 Using journey thinking to avoid customer exits 01:07:16 Why LEGO masters the customer journeyJochem’s Profile - https://www.linkedin.com/in/jochemvanderveer/Elizabeth's Profile - ⁠https://www.linkedin.com/in/elizabethknoxoates/