The Experience Edge

In this episode of The Experience Edge, Jochem van der Veer speaks with Shanta Bodhan, Associate Director of Innovation Customer Experience at Cornerstone, about the evolving landscape of employee development through immersive technologies like virtual reality (VR), extended reality (XR), and generative AI. Drawing on her background in HR and sustainability, Shanta shares how her team is reimagining workforce learning at scale for global brands including Siemens, Nestlé, and UPS.The conversation explores the challenges and advantages of remote-first organizations, how immersive learning can drive measurable outcomes, and the balance between personalization and scalability in customer experience. Shanta also discusses the intersection of employee and customer journeys, the role of mentorship in combating imposter syndrome, and how innovation teams can align business and individual goals. With practical insights and a vision for the future of learning, this episode offers a compelling look at the power of human-centered technology in shaping tomorrow’s workforce.Guest BioMy guest today is Shanta Bodhan, Associate Director of Innovation Customer Experience at Cornerstone. A visionary in corporate learning, Shanta is leading transformative initiatives using extended reality (XR), virtual reality (VR), and generative AI to redefine how global organizations approach employee development and engagement.With a background spanning sustainability and human resources, she’s passionate about aligning innovation with purpose. Shanta is a dedicated advocate for mentorship, diversity, and inclusion, and is helping shape the future of work through equity-driven solutions and cutting-edge learning strategies.Chapters01:17 Shanta's Background and Move to Remote Work02:31 Defining Workforce Agility and Its Relevance04:25 Remote vs. Return-to-Office: What's Working?06:28 Scaling Remote Work at Cornerstone08:19 The Value of In-Person Connection09:26 Using XR and Generative AI for Learning11:17 Overcoming Adoption Challenges in VR Training13:18 Measurable Impact of Immersive Learning14:51 Measuring Learning Retention with Hard and Soft Skills17:21 Partnering with Companies on XR Implementation19:08 Shanta’s Role in Innovation CX at Cornerstone21:16 Customer Experience vs. Customer Success23:48 Customer Feedback and Innovation Integration24:53 All-Remote Deployment of VR Learning28:28 The Future of Learning with XR and AI30:08 Who Buys XR Learning: HR, Innovation, or Leadership?32:35 Impact on Attrition and Personalization in Learning35:54 Can VR Learning Be Mandatory?38:56 Adoption Through Normalization of Immersive Tools40:31 Employee Experience vs. Customer Experience43:05 Mentorship vs. Management and the Rise of Imposter Syndrome48:13 When and How to Introduce Mentoring51:14 Aligning Employee and Business Goals53:03 Customer Journey Goals and Measuring Success54:45 Balancing Scalability and Personalization56:44 Customer Journey as a Cross-Functional Tool58:16 Fixing Friction Points in the Customer Journey59:34 Personal Reflections on Journey Moments Jochem’s Profile - ⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/jochemvanderveer/⁠⁠⁠⁠⁠⁠Shanta Bodhan - ⁠⁠⁠⁠https://www.linkedin.com/in/shanta-bodhan/

From redefining “frontline” support to using AI for strategic insight—not replacement—Jen Burton brings a fresh, human-first perspective to CX leadership. As a CX Coach at Zendesk with nearly 20 years of experience, she shares how building a culture rooted in emotional intelligence and warmth drives both team performance and customer loyalty. In this episode, Jen dives into the operational power of AI, the untapped value of second response time, and the importance of aligning CX with business goals. She also opens up about her own journey through leadership challenges, hiring missteps, and the pursuit of becoming truly “unbothered.”Guest BioJen Burton is a CX Coach at Zendesk, where she leads the design and implementation of human-centric, data-driven performance systems that streamline operations and deliver outstanding results. With more than 15 years of experience in customer support and operations, Jen is widely recognized for her ability to build scalable, high-quality support systems across chat, SMS, and voice channels.Her approach combines the power of AI with the nuance of human insight, empowering teams to operate with autonomy while driving both customer satisfaction and business success. Passionate about elevating the human experience, Jen also brings a deep commitment to fostering personal growth and authentic connections within teams.Chapters00:00 Introduction to Jen Burton and her leadership philosophy03:42 Humanizing leadership: challenges and best practices10:04 Reframing blame and building emotional resilience13:42 Creating a warm and high-performing CS culture20:21 Structuring support teams for scale and growth24:07 Collaborating across teams: CX as a strategic partner30:34 Making the business case for CX investments33:59 Operational AI: from sentiment analysis to trend detection42:54 Evolving CX metrics and performance management51:37 Coaching and QA in modern CX environments55:02 The future of CX: upskilling, AI, and journey thinking59:16 Ownership and collaboration around customer journeys01:01:50 Personal journey stories: growth through wins and losses01:09:08 Where to find Jen and final reflectionsJochem’s Profile - ⁠⁠⁠⁠⁠https://www.linkedin.com/in/jochemvanderveer/⁠⁠⁠⁠⁠Jen Burton - ⁠https://www.linkedin.com/in/jenburton/

Luciane Carrillo, Head of Customer Experience at Crunchyroll and former Netflix leader, joins the podcast to reflect on 13 years shaping CX at a global scale. She shares lessons from Netflix’s international expansion, how she's adapting them for Crunchyroll's anime-loving fanbase, and why cultural nuance, feedback, and empowerment are vital for modern CX leadership. From creating proactive CX teams to mentoring women through her Brava community, Luciane brings both strategic insight and heart to every touchpoint.Guest BioLuciane is a trailblazer in customer experience, with over 15 years of expertise transforming how global brands connect with their audiences. At Netflix, she played a pivotal role in scaling customer experience strategies during the company’s groundbreaking global expansion, navigating cultural and operational challenges to deliver exceptional results.Now leading CX transformation at Crunchyroll, a Sony Pictures subsidiary, Luciane is setting new standards by blending data-driven insights with empathetic leadership. Beyond her corporate work, she is the founder of Brava, a foundation dedicated to empowering and celebrating women.Chapters00:00 Introduction to Luciane Carrillo01:37 What Crunchyroll is and how it differs from other streaming platforms03:21 Comparing CX at Netflix vs. Crunchyroll06:08 Reusing vs. reinventing the playbook in new orgs09:44 Transferring soft skills and global mindset10:37 Adapting Netflix’s culture of feedback at Crunchyroll13:12 Navigating global teams and communication styles16:43 How CX has evolved beyond support19:27 Organizational structure to elevate CX impact22:54 Building relationships with other teams25:31 CX as a strategic foresight function27:18 Designing for fans vs. users30:59 Segmenting support based on culture and region35:12 Balancing AI and human support in CX37:18 Crunchyroll’s no-voice support strategy38:50 Understanding AI chatbot effectiveness40:00 Mentoring CX leaders and tackling systemic biases45:49 Examples of bias in workplace systems48:49 How Brava helps women navigate career challenges51:42 How Luciane’s leadership style evolved55:02 Recommended resources for CX and leadership58:15 First, last, worst, best journey stories01:02:42 Closing thoughtsJochem’s Profile - ⁠⁠⁠⁠https://www.linkedin.com/in/jochemvanderveer/⁠⁠⁠⁠ Luciane Carrillo - https://www.linkedin.com/in/luciane-carrillo-4932137/

Martin Villanueva, Global Customer Engagement Lead at IKEA, shares insights on the evolving landscape of customer loyalty, AI-driven personalization, and omnichannel experiences. He discusses how IKEA balances digital and physical retail, the challenges of managing customer engagement across global franchises, and the role of AI in shaping hyper-personalized yet privacy-conscious interactions. Martin also explores how AI is transforming customer data management and decision-making, offering a glimpse into the future of intelligent, human-centered customer experiences.Guest BioMartin Villanueva is IKEA’s Global Customer Engagement Lead, with a track record of pushing boundaries at global brands like McDonald's, Nike, adidas, and now IKEA. Combining strategic thinking, creativity, and a data-driven mindset, he delivers impactful results in every project. He is also a sought-after keynote speaker on customer engagement and innovation.Beyond his professional achievements, Martin is an accomplished athlete and former captain of his university football team, where he honed his leadership and teamwork skills while competing in Australia’s Premier League. His career has spanned multiple continents—including Buenos Aires, the Netherlands, Panama, and Peru—and his studies have taken him to Hong Kong and New York, giving him a truly global perspective in his work.Chapters00:00 Introduction and Guest Welcome01:57 Martin’s Background: From Sports to Global Brands02:46 How IKEA’s Customer Experience Differs from Nike & Adidas05:02 Is Customer Loyalty Still Relevant?07:28 The Evolution of Loyalty Programs with AI10:19 Emotional Loyalty vs. Transactional Loyalty13:02 AI’s Role in Customer Engagement at IKEA15:38 AI-Powered Personalization and Its Impact on Retail16:42 Will AI Reduce the Need for Physical Stores?19:19 IKEA’s Franchise Model and Customer Experience Strategy22:08 How Global Franchises Adopt Customer Engagement Strategies25:42 Measuring Engagement and Customer Lifetime Value28:20 Handling Franchise Resistance to Global Strategies32:27 How AI is Changing Decision-Making in Global Brands34:23 AI Adoption at IKEA and Its Impact37:15 How to Ensure AI Provides the Right Answers40:48 Has AI Changed How Teams Analyze Customer Data?42:31 The Role of Remote Work in Global Teams45:34 Managing a Distributed Global Customer Engagement Team48:11 How to Stay Close to Customers in a Global Role50:58 Bringing Physical Customer Experience Insights to Digital Teams53:14 AI-Enabled Retail Design and Behavioral Insights56:10 Ethics of Influencing Customer Behavior in Retail58:52 Closing Thoughts and Where to Find MartinJochem’s Profile - ⁠⁠⁠https://www.linkedin.com/in/jochemvanderveer/⁠⁠⁠Thomas’s Profile - ⁠https://www.linkedin.com/in/martinrvm/

Thomas Caliman, Chief Experience Officer at ADEO, shares insights on the evolving role of design and customer experience in large organizations. He discusses how design and CX teams collaborate to drive business impact, the power of journey mapping for alignment, and the importance of connecting UX with business objectives. Thomas also explores the role of generative AI in customer research and experience design, offering a glimpse into the future of AI-powered personas and synthetic user testing.Guest BioThomas is the Chief Experience Officer at ADEO, the parent company of renowned brands like Leroy Merlin and Bricoman. With over 500 million customers, ADEO is committed to delivering exceptional customer experiences.With more than 15 years of experience, Thomas has led 350 projects for 230 clients, earning nine prestigious awards for his expertise in user-centered design, customer experience (CX), and design team management. His innovative approach blends creativity with data-driven insights to drive transformative solutions.Previously a trailblazer at Amazon and Microsoft, Thomas now serves on Adobe Think Tank’s Innovative Design Board, helping to shape the future of design thinking and customer-centric strategies.Chapters00:00 Introduction to Thomas Calimaux and His Background01:19 Shaping the Future of Design Thinking at Adobe’s Design Board04:05 The Role of Design in Business Performance and Growth06:39 Aligning UX and CX with Business Goals10:18 A Practical Example of Design Driving Business Impact at ADEO13:33 The Amazon PR FAQ Method for Customer-Centric Design17:17 The Evolving Role of Generative AI in Design21:51 AI-Powered Personas and the Future of User Research26:32 From Design to Chief Experience Officer: Thomas’s Unique Career Path30:07 Bridging UX, CX, and Business Strategy34:20 Organizational Structure and the Role of Tech in UX/CX37:56 Journey Mapping and Opportunity Prioritization42:35 How ADEO Prioritizes Business and Customer Experience Initiatives49:52 The Shift Towards a Customer-Centric Culture at ADEO53:06 Making Customer Journeys Accessible to Business Leaders58:21 The Power of Customer Journeys in Aligning Organizations01:03:06 Thomas’s Best, Worst, First, and Last Customer JourneysJochem’s Profile - ⁠⁠⁠https://www.linkedin.com/in/jochemvanderveer/⁠⁠⁠ Thomas’s Profile - ⁠https://www.linkedin.com/in/thomas-caliman/

Ain Chishty discusses the evolution of AI in customer experience, particularly in contact centers. He highlights the importance of optimizing business outcomes through AI, categorizing AI applications into automation, augmentation, and optimization. Ain emphasizes the significance of understanding customer journeys and personas in engineering design, advocating for a culture of customer centricity within engineering teams to ensure that products meet user needs effectively.Jochem and Ain In this conversation the importance of a user-centric engineering culture, the significance of understanding user pain points, and the methodologies used in journey mapping and defining user personas. He emphasizes the need for quantifying the impact of customer experience and the balance between revenue generation and cost optimization in contact centers. The discussion also touches on the evolving role of AI in customer interactions, generational preferences in communication, and best practices for optimizing customer experience in large organizations.Guest BioAin is the EVP of Engineering and Technology at Affinity. They have been pioneering AI and CX since 2006 - Ain’s journey into computer engineering started all the way back in eighth grade, driven by a passion for elegant object design and the magic of coding. With a laser focus on building scalable, resilient, and customer-centric software solutions, Ain has shaped products that solve complex challenges and transform user experiences—particularly in the contact center space.Chapters00:00 The Evolution of AI in Customer Experience13:07 Optimizing Business Outcomes with AI20:04 Engineering Mindset: Customer-Centric Design30:02 Building a Culture of Customer Centricity36:32 Journey Mapping and Use Cases42:59 Revenue vs. Cost Optimization in Contact Centers52:00 Generational Preferences in Customer Interactions01:01:00 Best Practices for Optimizing Customer ExperienceJochem’s Profile - ⁠⁠https://www.linkedin.com/in/jochemvanderveer/⁠⁠Ain’s Profile - https://www.linkedin.com/in/ain-chishty/

In this episode, Daniela Carrillo, CX New Modalities Program Manager at Uber, shares insights into how Uber transforms customer experience (CX) through innovation and empathy-driven design. She discusses the importance of understanding diverse user needs across global markets and how balancing data with real-world insights leads to better customer solutions.Daniela highlights the power of cross-team collaboration, the challenges of quantifying CX pain points, and how to build trust with product teams to ensure customer feedback drives meaningful improvements. She also explores the role of AI in CX, the impact of socio-economic context on user behavior, and the importance of asking the right questions to uncover actionable insights.The conversation concludes with Daniela reflecting on her own best and worst customer journeys, reinforcing the value of simplicity, empathy, and trust in designing standout service experiences.Guest BioDaniela Carrillo is a powerhouse in customer experience transformation and currently serves as the CX New Modalities Program Manager at Uber. Passionate about empathy-driven design, she specializes in uncovering the "why" behind decisions, bridging the gap between user needs and backend complexities to create seamless and impactful journeys. At Uber, Daniela plays a crucial role in developing innovative approaches that enhance customer experiences across diverse transportation modalities, ensuring the company's global services are tailored to local market needs.Chapters00:01 Daniela Carrillo’s role at Uber01:17 What are “New Modalities” in Uber’s CX strategy?03:53 Adapting Uber’s services to different markets07:42 How Uber collects and applies customer insights12:29 Why companies should balance data with real-world experience19:24 How product teams engage with CX feedback27:42 The power of storytelling in product development34:22 Reading between the lines in customer research40:16 The pitfalls of having too much data49:55 Keeping CX research simple and effective55:48 The role of AI in Uber’s customer support57:49 Lightning round: Daniela’s best and worst customer journeysJochem’s Profile - ⁠https://www.linkedin.com/in/jochemvanderveer/⁠Daniela’s Profile - ⁠https://www.linkedin.com/in/carrillodaniela/

Lasse Kragh Carstensen, Head of Digital Business & Channels at Sparekassen Danmark, is a digital transformation expert in banking. He discusses how this customer-owned bank prioritizes human connections while embracing technology. Lasse highlights the need to simplify digital experiences over adding features and reveals the balance needed between AI and human service. He emphasizes using customer feedback to shape strategy, aligning teams with customer journeys, and the importance of collaboration in enhancing user satisfaction in the evolving financial landscape.

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 SummaryIn 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 Expertise01:53 Transitioning from Retail to SaaS at Parcel Lab05:20 Evolution of CXOs: Operational vs. Survey-Centric Leadership11:07 Framing Customer Problems with a P&L Lens17:36 Introducing Journey Pods and Redefining Retail Models24:48 Serving Emerging Luxury Customer Segments30:23 Structuring Journey Pods: Teams, Metrics, and Responsibilities36:38 Governance and Decision-Making in Journey Teams42:30 Launching “UnFuck Your CX” Newsletter: Mission and Impact50:01 Challenging NPS and Advocating for Customer Lifetime Value56:21 Setting Metrics for Business Impact and Long-Term Growth59:37 Lessons Learned in CX Leadership and Career Highlights01:04:27 Closing Remarks: How to Follow ZackFollow Zack - https://www.linkedin.com/in/zackhamilton/Follow Jochem - ⁠⁠https://www.linkedin.com/in/jochemvanderveer/