The Experience Edge

Why Talking to 10 Customers Beats 10,000 AI InsightsAre your customer insights grounded in reality - or just AI-generated guesswork?Synthetic research is everywhere. It looks real, sounds strategic, and gives you confident answers. But according to Gia Laudi, it’s BS if it isn’t rooted in real conversations with actual customers.In this episode, Jochem Van Der Veer (TheyDo CEO) breaks down the false confidence synthetic insights create - and why teams relying on AI to define personas, journeys, and jobs to be done are building on sand.What You’ll Learn: • Why synthetic research is tempting - and dangerous • Six common traps hiding in plain sight • Why real conversations with 10-12 customers outperform 1,000 AI-generated “insights” • How to anchor your growth in reality using a hybrid model • What CX teams, marketers, and product leaders miss when nuance is stripped away • The risks of basing strategic decisions on data that “sounds right” but isn’t real • Why research is meant to reduce uncertainty, not fake clarityJoin the conversation:When was the last time your team talked to 10 real customers before making a big decision?Follow Jochem on LinkedIn:Explore Journey Management with TheyDo:

Stop Saying You Are Customer CentricIs your company actually customer centric - or just saying it is?75% of companies claim to be customer-first. But only 30% of customers agree. In some surveys, the gap is even worse: 81% of leaders say they’re customer-centric... and only 3% of customers believe them.In this episode, Jochem Van Der Veer (TheyDo CEO) exposes the disconnect between intent and execution - and how journey coordination bridges the gap between brand promises and customer reality.What You’ll Learn: • Why most customer-centricity efforts fail - despite good intentions • How internal misalignment shows up as friction in the customer journey • The hidden cost of symbolic gestures: workshops, research, and surveys that don’t lead to action • Real examples from telco and transportation sectors - where clarity around where to act changed outcomes • The dangers of insight without ownership: when knowing the problem still doesn’t lead to change • How journey coordination becomes the operational structure for proving customer focus • What high-performing organizations do differently • Why customer centricity isn’t a campaign - it’s a structureJoin the conversation:Where is your company performing customer centricity… without practicing it?Follow Jochem on LinkedIn:Explore Journey Management with TheyDo:

“Nobody’s just trying to withdraw money.”That line from the podcast episode with Nathan Zahm (Vanguard) sparked this episode - and it reveals a blind spot in how most teams approach customer experience.In this video, Jochem Van Der Veer (TheyDo CEO) unpacks the three-level journey model used at Vanguard and why so many teams miss the middle: the moments that matter.If your team is optimizing for task completion or designing abstract lifecycle stages, but struggling to create real impact - this model is what you're missing.What You’ll Learn:Why task journeys (what the customer does) are just one layerHow moments that matter (what the customer feels) bridge short-term action and long-term strategyWhat defines a life journey (what the customer wants) - and how to show up when it matters mostThe three types of value this model unlocksMetrics to track each level: from call deflection to drop-off rates to customer lifetime valueReal examples from Vanguard: retirement planning, 529 savings, and building trust across decadesWhy most CX teams fail to act - and how this framework helps you prioritize what actually mattersJoin the conversation:What are the moments that matter that your company needs to get right - and do you?See the podcast episode with Nathan Zahm here.Follow Jochem on LinkedIn:Explore Journey Management with TheyDo:#CustomerExperience #JourneyManagement #CXStrategy #TheyDo #Vanguard #MomentsThatMatter #CustomerJourney #OperationalExcellence #EmotionalDesign #LifeJourneys #CXLeadership

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 BioDan 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.TakeawaysCX 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 GingissLinkedInFollow Dan Gingiss Follow Jochem van der Veer

Journey mapping has become outdated and often fails to drive real change. Discover why over 80% of these maps miss the mark due to a lack of ownership. Journey management is introduced as a solution for continuous improvement and accountability. Learn how AI plays a crucial role in turning data into actionable insights, eliminating customer pain points. Find out how leading companies enhance customer experience by adopting journey governance for measurable results.

In this episode of The Experience Edge, Jochem welcomes Sam Beek, Chief Product Officer at Veed, to explore the evolving landscape of video content creation in the age of AI. From humble beginnings hacking together apps at tech events to scaling a global video platform, Sam shares his journey and the pivotal role of customer feedback in building user-centric products.Sam and Jochem delve into how enterprises and solo creators can harness the power of video, why storytelling still reigns supreme, and how Veed's SEO-led growth strategy fuels innovation. They explore AI's role in making video creation more accessible and personalized, the shift from polished to authentic content, and how internal cultural change can help enterprises embrace the creator economy.Guest BioSamuel Beek is the Chief Product Officer at Veed.io, a fast-growing video creation platform. With a background in engineering and product development, Sam has a track record of building tools that make storytelling simpler for creators and marketers alike. A Reforge alum with expertise in user research and growth, he’s passionate about solving real problems through intuitive design and continuous customer engagement. At Veed, he’s leading the charge in AI-driven video innovation, SEO-led growth, and accessible video tools for everyone - from solo creators to enterprise teams.TakeawaysGreat product design starts with deep user empathy and regular customer conversations.Internal systems like user interviews, Slack snippet sharing, and company-wide customer Q&As ensure customer voices shape product direction.Balancing AI innovation with fixing foundational UX is critical, sometimes a logo misalignment trumps flashy new features.SEO is a growth engine at Veed, driven by the philosophy: "Make something people search for."With nearly 450,000 landing pages, Veed meets users where they are with tools tailored to hyper-specific needs.Storytelling and fun are key to adoption, people engage with tools that are enjoyable and help them express themselves.AI tools should enhance storytelling rather than replace human creativity.Enterprises must evolve: authentic, conversational video content trumps over-produced, generic messaging.There’s growing pressure for businesses to “put a face” on their brand and humanize customer relationships.Starting small, using props (like Lego figures on your webcam), or voiceover-only content helps overcome video anxiety.The best creators iterate: aim for a “video 4 out of 10” to start and improve over time.Emerging video trends: hyper-personalized content, AI-assisted storytelling, and a shift toward more human, lower-fidelity formats.Chapters 00:00 Intro to Sam Beek, CPO at Veed 01:55 Sam and Jochem’s early days building products 04:52 Why customer conversations shape product vision 07:12 Digital product research and building insight systems 10:13 Making customer feedback visible to teams 12:27 A UX failure story and what it taught Sam 14:48 Balancing AI innovation with UX basics 16:55 Revenue vs. engagement as product metrics 18:23 Veed's SEO strategy: 450k+ landing pages 21:45 LLMs and changing search behavior 23:37 Innovating for people, not just AI trends 25:55 From toys to scalable storytelling features 27:55 Why fun matters in product adoption 29:16 What enterprise teams need to learn from creators 32:10 Humanizing the enterprise through video 34:10 Brands nailing video content: Duolingo and OpenAI 36:29 Getting past corporate comms blockers 39:25 Where content creation is going 42:15 Helping people become better storytellers 47:58 The magic wand: removing the fear to create 50:37 Tactics for overcoming video creation anxiety 53:42 Final thoughts and where to follow SamLinkedInFollow Samuel Beek on LinkedIn Follow Jochem on LinkedInSamuel on Twitter screen_name=SAMUELBEEKSamuel on his website

Discover why dismantling silos isn’t the key to improving customer experience. Explore the concept of journey orchestration, emphasizing collaboration across departments instead of division. Learn how a lack of coordination leads to fragmented experiences that customers notice. Uncover the three pillars of Journey Orchestration and how appointing journey owners can unlock value. Draw insights from major players like UBS and Wells Fargo on successfully scaling customer experience transformations.

Trish Wethman, former Chief Customer Officer at Best Egg, is a seasoned leader in customer experience transformation. In this engaging discussion, she shares insights on the vital integration of customer intelligence into business operations and how to align organizations around a unified customer vision. Trish reveals the disconnect between customer data and actionable strategies, emphasizes the role of AI in modern CX, and advocates for strong cross-department collaboration to enhance customer engagement and business performance.

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/