The Experience Edge

In this episode of The Experience Edge, Jenni Reijonen shares how LocalTapiola, one of Finland’s largest insurance companies, is reshaping customer experience. She reveals how they built a thriving customer community of over 1,000 members without any incentives, how they’re using design thinking to transform CX, and why customer experience is more than just customer service. Jenni also opens up about the challenges of shifting from system-centric to customer-first development, the power of persistence, and the small wins that keep the team motivated.Guest Bio Jenni Reijonen is not your typical customer experience leader—she’s an Experience Evangelist, dedicated to transforming CX into a strategic business advantage. With a deep background in design thinking and customer-centric innovation, she has played a pivotal role in reshaping how organizations understand and engage with their customers.One of her standout achievements was building LocalTapiola’s customer community from the ground up, growing it into a thriving ecosystem of over 1,000 members—an impressive feat for an insurance company. For Jenni, customer experience isn’t just about improving journeys; it’s about fundamentally changing how companies connect with their audiences.Today, she leads customer experience renewal and design tools at LocalTapiola, driving innovation and deeper customer engagement.Chapters:00:00 Introduction to Jenni Reijonen and Her CX Expertise  02:12 Why Build a Customer Community?  04:02 The Challenges of Scaling a CX-Driven Community  06:45 How Culture Supports Customer-Centric Transformation  08:42 Making the Business Case for CX  11:35 Early Indicators That CX Transformation Works  14:19 The House Framework for CX Renewal  17:52 Mapping Processes to Customer Journeys  20:46 The Evolving Governance Model for CX  22:41 Measuring CX & Connecting to Business Metrics  26:44 The Role of Cross-Functional Teams in CX  31:53 What Happens After Transformation?  35:58 Overcoming Resistance to Change in CX  39:46 Communicating & Scaling CX Initiatives  47:36 Celebrating Small Wins in CX  51:09 Jenni’s Best, Worst & First Customer Journeys  54:47 Closing Remarks & How to Connect with JenniFollow Jenni - https://www.linkedin.com/in/reijosenjenni/Follow Jochem -⁠⁠⁠https://www.linkedin.com/in/jochemvanderveer/

Visit ⁠⁠⁠www.theydo.com⁠⁠⁠ Summary In this episode of The Experience Edge, Zack Hamilton, a seasoned CX leader and retail strategist, joins us to explore the future of customer experience. From his unique journey from retail to SaaS, Zack shares insights on the rise of Journey Pods, the fall of NPS, and how focusing on customer lifetime value can transform businesses. With unfiltered advice and actionable strategies, Zack reveals what it takes to truly UnF*** CX and create meaningful, lasting customer connections. Guest Bio  Zack Hamilton is a distinguished retail and eCommerce strategist, recognized for his transformative leadership as a Chief Experience & Strategy Officer. With over two decades of deep expertise in retail, he has played a pivotal role in shaping the future of customer experience (CX), employee experience (EX), and post-purchase experience (PPX) for global brands. As an eCommerce visionary, Zack has been instrumental in developing and implementing digital-first strategies that seamlessly integrate online and offline retail experiences. His innovative approaches have consistently driven significant improvements in customer acquisition, conversion rates, and lifetime value across digital platforms. Having advised over 200 retail brands worldwide—including industry giants like Walmart, Macy's, and SEPHORA—Zack specializes in creating cohesive, omnichannel experiences that drive business growth. Chapters: 00:00 Introduction to Zack Hamilton and His Expertise 01:53 Transitioning from Retail to SaaS at Parcel Lab 05:20 Evolution of CXOs: Operational vs. Survey-Centric Leadership 11:07 Framing Customer Problems with a P&L Lens 17:36 Introducing Journey Pods and Redefining Retail Models 24:48 Serving Emerging Luxury Customer Segments 30:23 Structuring Journey Pods: Teams, Metrics, and Responsibilities 36:38 Governance and Decision-Making in Journey Teams 42:30 Launching “UnFuck Your CX” Newsletter: Mission and Impact 50:01 Challenging NPS and Advocating for Customer Lifetime Value 56:21 Setting Metrics for Business Impact and Long-Term Growth 59:37 Lessons Learned in CX Leadership and Career Highlights 01:04:27 Closing Remarks: How to Follow Zack Follow Zack - https://www.linkedin.com/in/zackhamilton/ Follow Jochem - ⁠⁠https://www.linkedin.com/in/jochemvanderveer/

Visit ⁠⁠www.theydo.com⁠⁠ Summary In this episode of The Experience Edge, Jivesh Juneja, Customer Journey Director at Nissan, shares how he’s reshaped customer experience for over 500 million annual visitors. Discover how Nissan shifted from product-centric to customer-focused strategies by streamlining operations with the Try, Buy, Use framework. They leveraged data to enhance customer journeys and identify "serious buyers." Jivesh also shares practical advice on fostering innovation, building cross-functional teams, and driving measurable business outcomes. Guest Bio  Jivesh Juneja is a visionary business leader and technology enthusiast, currently spearheading innovation at Nissan Motor Corporation. With over a decade of expertise in digital product management and customer experience, he employs a data-driven approach to managing customer journeys. Notably, he has optimized digital platforms with over 80 million annual visitors and enhanced integration across all customer touchpoints. Jivesh has a remarkable track record of leading large teams, managing high-stakes projects, and collaborating with senior stakeholders to deliver transformative results. It’s rare to have a journey director on the show whose expertise spans business development, omnichannel marketing, communication strategy, data analysis, and project management. Chapters: 00:00 Introduction to Jivesh Juneja and His Expertise 01:16 Transitioning to Customer Journey Director at Nissan 02:22 Nissan’s Shift to Journey-Centric Transformation 05:07 Organizing Around the Try-Buy-Use Framework 08:56 Balancing Optimization and Innovation 13:23 Implementing Scaled Agile Framework (SAFe) for Customer Journeys 18:25 Aligning Teams Around Value Streams 24:32 Prioritization Through Journey Taxonomy 31:26 Quarterly Planning and Continuous Improvement Rituals 38:18 Measuring Success with Data and Metrics 43:55 Securing Executive Buy-In for Transformation 46:01 Lessons Learned from Journey Transformation 52:26 Shifting from Product-Centric to Customer-Centric Thinking 56:09 Lightning Round: Jivesh’s First, Last, Worst, and Best Journeys 01:04:56 Closing Remarks and Jivesh’s Contact Details Follow Jivesh - ⁠⁠https://www.linkedin.com/in/jiveshjuneja/ Follow Jochem - ⁠https://www.linkedin.com/in/jochemvanderveer/

Visit ⁠⁠⁠⁠⁠www.theydo.com⁠⁠⁠⁠⁠ Summary Ryan Levier draws on his experience in customer experience and service design to highlight how building relationships with C-suite executives drives innovation. At Amtrak, he transformed the company’s focus from transportation to hospitality, using data and insights to improve service design and address challenges like train delays. Ryan emphasizes the importance of empathy, business acumen, and effective communication in fostering change. He explores the concept of "innovation debt" and how learning from past failures can shape future success. By connecting teams and framing key customer and employee moments, Ryan demonstrates how to prioritize what truly matters in the customer journey. Guest Bio  With over 15 years of experience representing Fortune 500 companies, Ryan brings a unique approach rooted in servant leadership and a track record of building competitive brands through collaboration with C-Suite executives across roles like Chief Digital Officer, Chief Strategy Officer, Chief Technology Officer, Chief Marketing Officer, and Chief Information Officer. An expert in experience design, innovation strategy, digital transformation, and athletics, Ryan has shaped world-class B2B, B2B2C, D2C, and eCommerce experiences across sectors like energy, transportation, consumer packaged goods, sports, and nonprofits. By balancing the needs of people, business objectives, and technology's potential, he guides organisations in making innovative strides, fostering adoption, aligning vision, and delivering immediate value to customers. Through a holistic view of complex challenges in today’s fast-evolving landscape, Ryan brings forward-thinking solutions to enhance operational efficiency and create sustainable growth. Chapters: 00:00 Introduction to Ryan Levier and His Expertise 02:45 Building C-Suite Relationships for Customer Experience 06:07 Transforming Amtrak: From Transportation to Hospitality 08:54 The Importance of Data and Customer Insights 11:58 Creating a Vision for the Future of Amtrak 15:10 Cross-Functional Collaboration in Innovation 18:04 Understanding Business Language in Customer Experience 21:07 The Role of Empathy and Business Understanding 23:54 Foresight vs. Insight in Strategic Planning 27:02 Communicating Change Effectively 29:59 Implementing Practical Changes at Amtrak 33:45 Understanding Train Delays and Customer Experience 37:20 Connecting Teams for Innovation 41:41 Navigating Innovation Debt 46:06 Learning from Failures 50:58 The Power of Framing in Experience Design 54:12 Micro Moments vs. Moments That Matter Follow Ryan - ⁠https://www.linkedin.com/in/crleveille/ Follow Jochem - https://www.linkedin.com/in/jochemvanderveer/

Jim Kalbach, a leading expert in experience design and author of influential books, joins to discuss the Jobs to Be Done (JTBD) framework. He highlights how JTBD refines understanding of customer needs and integrates seamlessly with journey mapping. The conversation covers the importance of job metrics, especially in healthcare, and practical strategies for implementing JTBD in organizations. Jim also emphasizes the balance between AI and human insight in research, advocating for collaborative approaches to enhance decision-making and customer experiences.

Visit us at ⁠⁠⁠www.theydo.com Summary In this conversation, Todd Unger, Chief Experience Officer at the American Medical Association (AMA), discusses his journey in transforming the organization to focus on growth through customer experience. He emphasizes the importance of understanding the target customer, creating a compelling brand proposition, and the role of digital transformation in achieving these goals. Todd shares practical insights and examples from his experience, including the development of a customer experience strategy and the creation of his book, 'The 10 Second Customer Journey.' In this conversation, Todd Unger discusses the importance of simplicity in branding, the process of building products that deliver on brand promises, and the significance of brand sentiment in driving membership. He reflects on the lessons learned during the pandemic and emphasizes the need for streamlined commerce processes and effective storytelling. Unger also highlights the importance of eliminating friction in customer experience and shares insights on the future of customer experience and growth strategies. Guest Bio: Todd is a transformational leader with a real edge on Experience, known for his "productive disruptor" mindset he turned his company upside down to focus on one thing: growth. With over a decade of expertise in consumer product marketing and advertising, he has a laser focus on the customer, ensuring that business and digital transformation are always customer-centred. Currently serving as Chief Experience Officer at the American Medical Association, they drive initiatives that blend product, marketing, e-commerce, community, and service to boost membership and enhance the impact of the organisation’s mission. He’s the author of the 10-second customer journey. A playbook on customer experience, offers a groundbreaking step-by-step framework that redefines the way businesses approach customer interactions. Chapter Breakdown: 00:00 Introduction to Todd Unger and AMA 02:01 Defining Growth at a Legacy Organization 04:31 Digital Transformation as a Growth Driver 06:31 Breaking Down Silos for Success 11:16 Redesigning Email Campaigns for Impact 16:01 Overview of the Seven-Step CX Framework 20:51 Redefining Target Customers in 4D 25:31 Creating a Compelling Brand Proposition 30:01 Delivering on the Brand Promise 36:01 Streamlining the Commerce Process 40:31 Building a Strong Storytelling Platform 50:01 Eliminating Friction Across Touchpoints 55:01 Lessons for CX Leaders Takeaways: The point of customer experience is growth. Membership growth is a challenge for associations. Digital transformation is key to member engagement. Aligning marketing, product, and service is crucial for growth. A culture of testing and experimentation drives innovation. Understanding the target customer is foundational for success. Segmentation should be driven by data, not assumptions. A compelling brand proposition resonates emotionally with customers. Simplicity in messaging is essential for clarity. Leadership support is vital for organizational change. Simplicity in branding can lead to better customer understanding. Digital brands excel by conveying their message quickly and effectively. Creating a product that aligns with brand promises is crucial. Brand sentiment is a key metric for membership success. The pandemic reshaped how organizations express their brand strategies. Streamlining the commerce process enhances customer experience. A strong storytelling platform is essential for engagement. Eliminating friction in customer journeys can drive growth. CX should be embedded in operational units for effectiveness. Continuous learning and adaptation are vital for organizational growth. ⁠⁠Follow Todd ⁠⁠⁠Follow Jochem⁠⁠⁠

Visit us at ⁠⁠www.theydo.com Summary Jochem Van Der Veer interviews Steven van Belleghem, exploring South Korea’s unique customer experience landscape, the role of AI, robotics, and government in digital innovation. They discuss personalized automation, redefining human interactions, friction hunting, emotional connections, and the leadership needed to foster customer trust and loyalty in a fast-changing world. Guest Bio: Steven is a Customer Experience veteran - he’s mostly known for his super engaging keynotes and high energy on stage. He finds his inspiration by visiting companies all over the world. He is the co-founder of Nexxworks, an inspiration agency that organises inspiration tours in all corners of the world to inspire executives to improve their customer experience. He’s also a part-time marketing professor at Vlerick Business School and guest speaker at London Business School. But most importantly, Steven has seen, dissected, inspected, reviewed and shared more customer experiences than probably any other person in the world. Some of his popular books include “Customers The Day After Tomorrow” and “When Digital Becomes Human.” His work emphasizes the balance between automation and human connection in creating future-proof customer strategies. Chapter Breakdown: 00:00 Introduction to Steven Van Belleghem 02:20 Insights from South Korea's Customer Experience Leaders 05:44 The Role of Robots in South Korea's Workforce 07:59 Korea’s Digital-First Approach to Customer Experience 11:20 Government and Corporate Collaboration in Innovation 16:51 Speed vs. Emotional Connection in Customer Experience 19:54 AI and the Future of Customer Service 24:16 Preparing Organizations for AI-Driven Transformation 30:09 Branding and Loyalty in an AI-Powered World 40:22 Redefining Metrics for Customer Experience Success 46:02 The Power of Emotional Engagement in a Frictionless World 53:54 The Future Role of CX Teams in Shaping Strategy Takeaways: Steven's trip to South Korea revealed a stark difference in customer experience compared to Europe and the US. South Korea has a unique digital landscape with local tech heroes like Naver and Coupang. The integration of robots in workplaces is a significant trend in South Korea. Cultural differences impact how customer experience is approached in different regions. The South Korean government plays a crucial role in supporting local tech companies. Speed is a critical factor in customer experience, but it's not the only one. AI will transform customer service, but brands must focus on emotional connections. Trust and loyalty will be key differentiators in a future dominated by AI. Brands need to strengthen their identity to stand out in an AI-driven market. Leadership will need to adapt to new decision-making processes influenced by AI. Innovation will primarily occur on the consumer side with better tools. Companies must redefine the role of human interaction in a digital world. B2B companies lag behind B2C in customer experience innovation. Metrics should focus on zero friction and personalization. Friction hunting is essential for maintaining strong customer relationships. Emotional connections are key to differentiating customer experiences. Customer experience teams should act as the voice of the customer. Organizations should prioritize actionable insights over lengthy reports. Chewy exemplifies exceptional customer experience practices. Leadership must prioritize customer experience as a core business strategy. ⁠Follow Steven ⁠⁠Follow Jochem⁠⁠

Visit us at ⁠www.theydo.com Summary In this conversation, Andrew George, direct marketing strategist and customer experience advocate at the Canadian Red Cross, shares strategies for optimizing donor engagement through journey mapping, empathy-driven communication, and blending traditional metrics with attitudinal data. He highlights the importance of collaboration across teams, empowering donors, and implementing feedback loops to improve retention. Andrew reflects on lessons learned, adapting to changing donor needs, and the unique challenges nonprofits face compared to for-profits while emphasizing the ongoing journey toward true donor-centricity and the need for executive buy-in to drive CX initiatives. Guest Bio Andrew wears two hats as both a direct marketing strategist and customer experience advocate at the Red Cross, where he expertly balances the metrics-driven demands of marketing with the empathy-driven needs of CX. With a focus on direct marketing, Andrew understands the rigorous push to generate responses, acknowledging the sometimes transactional nature of the field. But it’s through CX that he finds deeper fulfilment—connecting with donors one-on-one to better understand their experiences, even when the conversation is challenging. For Andrew, these insights help drive genuine, impactful relationships with donors, fueling meaningful growth for Red Cross programs. As a lifelong Tottenham Hotspur supporter, he knows all about loyalty and dedication. Andrew has also dabbled in the world of voice acting, lending their voice to small commercials and narrations—an experience that adds another layer of versatility to their storytelling skills. Chapter Breakdown 00:00 Introduction to Andrew George and His Roles 05:49 Metrics and KPIs in Non-Profit Marketing 11:56 Insights from the Ukraine Donor Journey 18:00 Creating Aha Moments for Team Empathy 24:04 Balancing What Donors Say vs. What They Do 29:54 Team Structure and Collaboration in Marketing and CX 35:45 Implementing Feedback Loops for Improvement 42:40 Empowering Donors Through Communication 48:36 Nonprofit vs. For-Profit: A Cultural Perspective 56:09 Overcoming Resistance to Change Takeaways Andrew balances metrics-driven marketing with empathy-driven customer experience. The primary customers for the Red Cross are individual donors. Optimizing donor experience is crucial for retention and engagement. Metrics like share of wallet and retention are key performance indicators. Attitudinal measures can correlate with financial success in non-profits. Journey mapping helps understand the donor experience from start to finish. The Ukraine donor journey provided valuable insights into donor motivations. Creating a seamless experience is essential for donor satisfaction. One-on-one interviews yield deeper insights than surveys. Team collaboration is vital for creating a unified donor experience. CX is organized in pockets within the organization. Collaboration is key for effective decision-making. Feedback loops are essential for continuous improvement. Mistakes in CX often stem from solving non-existent problems. Empowering donors enhances their experience and engagement. Donor needs are evolving, requiring adaptive strategies. Nonprofit organizations attract individuals motivated by purpose. True donor-centricity is a continuous challenge. Executive buy-in is crucial for successful CX initiatives. Change management is necessary to overcome resistance. Follow Andrew ⁠Follow Jochem⁠

Visit us at ⁠www.theydo.com⁠ Summary Deborah Honig, a Global Business Executive at Samsung Electronics, shares insights into customer journeys, from mobile ordering to digital banking. She highlights the role of technology in enhancing user experience, reflects on both positive and negative interactions, and explores the challenges brands face in delivering consistent online and offline experiences. Guest Bio Deborah is an accomplished leader in customer experience and brand innovation, currently driving Samsung’s vision of a connected, customer-first future in the UK. In her role, she orchestrates Samsung's diverse product and service ecosystem. And here’s what I love: merging cutting-edge technology with emotion. She is tasked with defining Samsung’s brand purpose for the UK, and today she’s pioneering ways to enrich how people live, engage, and connect. Her career began at McKinsey, From there, she advanced to leadership roles with some of the world’s most iconic brands, including Nike, Amazon, M&S, and Starbucks. Her experience spans developing brands, creating transformative customer value props, and building retail strategies that use data and technology to meet customers where they are. Chapter Breakdown 00:00 Rapid Fire Questions with Deborah 00:12 First Customer Journey: Mobile Ordering at Starbucks 01:09 Recent Journey: Buying a Samsung Vacuum 02:47 Worst Journey: In-Store and Online Boot Purchase Issues 05:03 Best Journey: Switching to Barclays for Digital Banking 07:20 Surprises in Digital Banking Experience 08:39 Challenges of Stickiness in Banking 09:30 The Evolution of Customer Journeys with Technology 12:10 Personalized Experiences in Retail and Banking 15:05 Lessons from Great and Poor Customer Journeys 18:22 Predictions for the Future of Customer Experience 21:15 Final Reflections on Digital Transformation Takeaways: People want to get in and get out quickly. Mobile ordering has evolved significantly over the years. Chatbots can enhance the customer journey by providing information. Inconsistent policies between online and offline can frustrate customers. Technology in banking has made processes more convenient and efficient. Switching banks can lead to better customer experiences. Digital validation of documents is becoming more common in banking. Customer expectations change based on past experiences with brands. Brands need to keep up with technological advancements to retain customers. A seamless customer journey is crucial for satisfaction. Follow Deborah Follow Jochem

Visit us at ⁠⁠www.theydo.com⁠ Summary In this conversation, David Avrin discusses the evolution of customer experience from a product-centric to a customer-centric approach. He emphasizes the importance of understanding changing customer expectations and balancing business needs with customer desires. Avrin advocates for compassionate capitalism, where profitability and customer satisfaction coexist. He also highlights the challenges customer experience teams face in aligning their initiatives with business outcomes and the role of leadership in driving customer experience transformation. The discussion touches on global perspectives on customer experience and the necessity of eliminating friction to enhance customer satisfaction. In this conversation, David discusses the importance of creating a seamless customer experience and the challenges businesses face in doing so. He emphasizes the need for companies to be aware of friction points in their processes and how AI can play a role in improving customer interactions. Avrin also highlights the significance of maintaining human touch in customer service, especially as automation becomes more prevalent. The discussion touches on the future of customer experience, the value of understanding customer needs, and the necessity for operational decisions to include customer experience insights. One of the most in-demand Customer Experience speakers and consultants in the world today, David Avrin, Global Speaking Fellow, has shared his content-rich, entertaining and actionable presentations with enthusiastic audiences across the world. David helps organizations better understand and connect with their changing customers and clients to help future-proof their businesses.  His insights have been featured on thousands of media outlets around the world. But he is also the author of seven books including my favorite Why Customers Leave (and How to Win Them Back). Guest Bio One of the most in-demand Customer Experience speakers and consultants in the world today, David Avrin, Global Speaking Fellow, has shared his content-rich, entertaining and actionable presentations with enthusiastic audiences across the world. David helps organizations better understand and connect with their changing customers and clients to help future-proof their businesses.  His insights have been featured on thousands of media outlets around the world. But he is also the author of seven books including my favourite Why Customers Leave (and How to Win Them Back). Chapter Breakdown 00:00 Introduction to David 01:06 Shift from Product to Customer Centricity 05:11 Breaking Silos in Customer-Centric Organizations 09:42 Compassionate Capitalism in CX 12:16 CX Teams’ Struggle to Prove Business Impact 15:36 Coaching Leadership for CX Success 18:43 Global Differences in CX Practices 21:35 Eliminating Friction in Customer Journeys 27:45 Examples of Reducing Friction 34:10 Role of AI in Reducing CX Friction 40:31 Challenges with Call Centers and Chatbots 47:28 CX as a Revenue Generator Takeaways Understanding customers is key to future-proofing. Balancing profit and customer expectations is challenging. Compassionate capitalism enhances experiences. CX often struggles to align with business goals. Leaders must prioritize CX transformation. Customer expectations vary globally, affecting strategies. Removing friction boosts satisfaction. Quality is expected; ease sets businesses apart. Adapting to evolving customer behaviors is critical. Seamless experiences are vital for success. AI can reduce friction but shouldn't replace humans. CX is often undervalued in decision-making. Friction causes dissatisfaction and customer loss. Generational preferences demand awareness. Prioritize CX during economic downturns. AI should enhance, not hinder, service. Understanding needs reduces unnecessary support calls. Visibility into processes boosts satisfaction. CX insights should inform operations. Follow David Here Follow Jochem Here