CXM Academy Podcasts

Almost every brand says it's customer-centric. Almost all of it is aimed at the tiny slice of people ready to buy today, and nobody is marketing to the wait. B2B marketing strategist Justina Ciecierska opens the new season by taking apart that habit. At any given moment, only 1 to 5% of your audience is actually in a buying window, and by the time they get there, most have already made up their minds. So pouring your budget into that moment is a tough sell at best. Her alternative: build a waiting room in the buyer's head. Optimize part of your marketing not to convert, but to be remembered, so that when the window finally opens, you're the brand they think of first. In this episode: Why buying windows are shorter and rarer than marketers admit Category entry points, and how they reveal what your product really means to a customer The split between the "waiting room" (memory) and the "sales room" (making it easy to buy) Why emotion is the one thing you should never hand to a machine A call to make ads worth…

The conversation delves into the intersection of behavioral science, customer experience, and human decision-making. Paul Craven, an expert in investment decision-making and behavioral finance, shares insights on the human behavioral side of investment and the impact of unconscious decision-making. The discussion also explores the application of behavioral science in real money decisions and the role of persuasion techniques in influencing customer behavior. The conversation delves into the importance of emotional intelligence and human connection in customer service and organizational culture. It explores the impact of feedback surveys, the role of emotional intelligence in customer interactions, and the future of AI in customer service. The speakers emphasize the significance of genuine human connection and the limitations of AI in replicating it. Takeaways Behavioral science plays a crucial role in understanding human decision-making. The warmth of customer service is influenced by individual interactions…

In this episode, the host explores the unique experiences and cultural aspects of the Netherlands, focusing on positioning, marketing strategies, and the impact of technology on brand positioning. The conversation delves into the Dutch culture of directness, the concept of the marketing waiting room, and the challenges and opportunities presented by AI in brand positioning. The conversation covers the intersection of marketing, technology, and human touch, the influence of cultural identity on customer experience, the impact of a sales mindset on customer-centric strategies, the shift from a product-focused approach to a customer-centric mindset, the importance of sustainable growth strategies, the strengths and areas for improvement in Dutch customer experience, and the Dutch approach to overcoming obstacles and challenges. Takeaways Dutch culture values directness, which influences marketing and customer experience strategies. The marketing waiting room concept challenges the traditional approach to…

Table 7 · S2 · E01 — The Art of the Ands Germany · with hosts Michel Stevens & Bram De Vos Michel and Bram packed a car in Belgium and drove eight hours into Germany to test a stereotype. Efficient. Organized. A little serious. They came back with the season's thesis instead: the best customer experiences aren't built by choosing between precision and warmth. They're built by holding on to both. Three interviews, two cities, ski jumping, river surfing, and one finger-wrestling champion. Chapters 00:00 — Why we drove eight hours to Germany 01:24 — Belgium to Munich. Eight hours, Michel's taste in music, coffee. 02:16 — Cologne. Meeting Dr Graham Hill (former plant geneticist) 03:00 — Marks & Spencer interviewed 3,000 Germans. Hired virtually none. 06:30 — The 5% rule, and why CRM isn't about customers 14:45 — Rethinking the stereotype on the way south 16:30 — Munich. Meeting Christian Peter, author of It Depends on the Ands 28:00 — AI in CX: more noise or more signal? 35:42 — The Eisbachwelle: a permanent…

The conversation explores the purpose of content marketing, emphasizing its role in reducing friction, increasing confidence, and deepening customer relationships. Content serves to reduce friction, increase confidence, or deepen the customer relationship

The conversation explores the distinction between AI fluency and intelligence, highlighting the impact of fluency on human perception. It also delves into the concept of trust in AI language models and the influence of clear and convincing explanations. Takeaways AI fluency influences human perception Trust in AI language models is influenced by the clarity and confidence of explanations

The conversation delves into the essence of a real CX strategy, the assessment of organizational capabilities, the challenge of pushing back on quick fixes, prioritizing CX investments, connecting CX strategy to business outcomes, and starting a CX strategy. It emphasizes the importance of customer data, analytics, and organizational alignment in building a successful CX strategy. Takeaways Real CX strategy is not just a list of initiatives, but a clear-eyed assessment of what can be done and what should be done. Connecting a CX strategy to business outcomes requires a deep understanding of customer data, analytics, and organizational alignment. Chapters 00:00 Defining a Real CX Strategy 05:38 Assessing Organizational Capabilities 12:31 Prioritizing CX Investments 28:08 Starting a CX Strategy

The conversation explores why traditional contact center metrics, such as average handle time and service levels, often fail to reflect the real customer experience. Michel Stevens and Luke Jamieson discuss the human cost of outdated performance measures, the hidden role of technology in shaping both agent and customer outcomes, and how CX observability can help leaders see what is really happening across the contact center. Takeaways Traditional contact center metrics often reward efficiency at the expense of real customer experience. Technical issues, such as poor audio and weak desktop performance, can drive both customer distrust and agent attrition. CX observability offers a way to connect operational, technical, and experience data to create better decisions.

The conversation delves into the disconnect between company perception and customer experience, the misalignment of customer journeys and experiences, the understanding of the SERVQUAL model, the five dimensions of service quality, the impact of over-promising in marketing, the relevance of SERVQUAL in the era of AI and automation, and the identification and addressing of service quality gaps. Takeaways Service quality is defined by the customer's expectations versus their perception. The SERVQUAL model identifies five gaps that lead to service quality failure. Chapters 00:00 Identifying and Addressing Service Quality Gaps

The conversation delves into the concept of experimentation as a learning engine, emphasizing the importance of high-impact experimentation culture and the balance between velocity and quality. It also explores the differences between test level metrics and program level metrics, the structuring of experimentation teams, and the challenges of breaking out of a 'testing for winners' culture. The application of experimentation in CX leadership is also discussed, highlighting the need for change management and a narrative tailored to the organization's current setup. Takeaways Experimentation as a learning engine Balancing velocity and quality Chapters 00:00 Understanding Experimentation 10:33 Test Level Metrics vs Program Level Metrics 16:00 Balancing Velocity and Quality 22:18 Applying Experimentation in CX Leadership

The conversation explores the importance of a company's customer promise and the impact of trust friction on customer experience. It delves into the distinction between brand slogans and customer promises, the process of building a customer promise, and the balance between global brand consistency and local cultural relevance. Takeaways Trust friction is the most dangerous friction in any business. A customer promise is a contract, not just a claim or slogan. Chapters 00:00 The Danger of Trust Friction 18:25 Building a Customer Promise 27:22 Balancing Global Consistency and Local Relevance

The conversation delves into the evolution of customer attitudes towards data sharing, the art of survey design, the science of response scales, data quality and validation, and motivating respondents to participate in surveys. Mikkel Korntved shares insights on the relevance of data, the importance of survey design, and the impact of response scales on data quality. Additionally, he discusses the challenges of motivating respondents and the significance of data integrity in customer experience programs. Takeaways Data Relevance Survey Design Chapters 00:00 The Evolution of Customer Attitudes 08:00 The Science of Response Scales 18:30 Data Quality and Validation 30:03 Motivating Respondents

The conversation delves into the unique challenges of B2B customer experience, highlighting the fundamental differences between B2C and B2B, the organizational challenge of customer centricity, and the shift from insights to action in B2B CX. It emphasizes the importance of measuring success in B2B CX and the role of CX governance and organizational structure in driving customer-centric initiatives. Takeaways B2B customer experience differs fundamentally from B2C Organizational challenge of customer centricity in B2B Chapters 00:00 Introduction to B2B Customer Experience 05:04 Challenges of Applying B2C Strategies in B2B 11:36 Shifting from Insights to Action in B2B CX 22:52 CX Governance and Organizational Structure

The conversation delves into the Jobs to be Done methodology, emphasizing the importance of understanding the customer's job to be done and the common mistakes made in customer understanding. It also explores the Customer Progress Design methodology and the potential role of AI in Jobs to be Done interviews. Takeaways Understanding the customer's job to be done is crucial Jobs to be done methodology provides a lens to look at human needs Chapters 00:00 AI in Jobs to be Done Interviews

The conversation explores the concept of systems thinking and its application in understanding the whole system, emphasizing the importance of interdependencies and relationships. It delves into the friction caused by customer isolation, the significance of information, and the practical adoption of systems thinking. Additionally, it addresses resistance to systems thinking and provides a starting point for CX leaders to implement systems thinking in their organizations. Takeaways Systems thinking focuses on the whole, not just the parts Understanding the interdependencies and relationships within a system is crucial Chapters 00:00 Starting Point for CX Leaders

The conversation delves into the personalization trap, the core misunderstandings about personalization, the practical application of the personalization bow tie, the balance between data and privacy, practical steps for marketing leaders, and the use of personalization cards for practical execution. Takeaways Data vs. Understanding The Personalization Trap Chapters 00:00 The Personalization Trap 05:50 Core Misunderstandings 10:55 Practical Application of the Bow Tie 23:01 Balancing Data and Privacy 30:42 The Personalization Cards

In this conversation, Michel Stevens and Dimitri Jambé discuss the critical aspects of learning design and the impact of workshops on professional development. They explore the importance of trust in learning design and the need to optimize workshops for change rather than content coverage. Dimitri shares insights on structuring workshops for application and the future of learning design, emphasizing the role of human connection and the evolving use of AI in the learning process. Takeaways Designing workshops for change The importance of trust in learning design Chapters 00:00 The Design Problem in Workshops 09:06 What's in it for Me? 15:06 The Moment of Learning 23:13 Structuring Workshops for Application 31:47 The Future of Learning Design

Imagine a masterclass with five of the world’s leading Customer Experience minds, recorded live with an audience. That’s this episode. We brought Michel Stevens, Mikkel Korntved, Dimitri Jambé, Dominik Olejko, and Nancy Haenen together on one stage at Dialogkonferansen 2025 for a special Christmas recording. They cut through the noise to deliver the core strategies that move the needle: • The critical, actionable art of customer listening. • The undeniable data linking staff morale to customer satisfaction. • A persuasive framework for securing executive buy-in and budget for CX initiatives. • Candid stories and proven advice from recipients of the prestigious CX 50 award. And so much more! Whether you're a CX pioneer or just starting your journey, this episode packs a year’s worth of insight into one powerful session. Press play to elevate your strategy with wisdom from the global stage. Subscribe now to never miss an episode.

Think your most frequent customer is your most loyal one? You're probably wrong. This topic was so information-dense and critical, we had to make this a special double-length episode. Loyalty expert Dale W. Harrison delivers an authoritative, no-fluff masterclass that challenges outdated brand strategies. He explains why "it's not how often someone buys your brand" that defines loyalty. So, what is the real metric? Dale breaks it down: True customer loyalty is measured by the "proportion of total purchases that go to a specific brand". A customer who buys from you 10 times, but only from you, can be far more loyal than a high-frequency customer who splits their purchases with your competitors. This masterclass will teach you: Why "high purchase frequency does not guarantee high loyalty". How to properly measure loyalty by the "fraction of total purchases". Why your brand strategy must "focus on retaining loyal customers rather than just increasing purchase frequency". Using the right "customer loyalty…

Why do so many change programs fail? Leaders track budgets, timelines, and milestones, but they miss the single most important metric that predicts success. In this authoritative, practical episode, organizational expert Anouk Devriese reveals the #1 predictor of change failure: Cultural Alignment. She explores the direct "causal link between culture and strategy failure", using the powerful example of what happens when you force an "aggressive sales strategy" into a "clan culture"—one that "is like one big family". The hard truth? It simply "won't work". This "cultural misalignment" is a metric you can assess, and ignoring it will lead to "strategic failures" and tank "employee morale". At CX Master Academy, we focus on measurable, results-oriented action. This is a masterclass for leaders on how to use "understanding organizational culture" as a predictive metric before you launch your next big change. Want more actionable insights to stop strategies from failing? 🔔 SUBSCRIBE for more world-class,…

Why do so many big transformations fail to deliver? According to organizational change expert Edward Murphy, it's because leaders are missing the single most critical component: their employees. The best transformations aren't just pushed onto employees; they are employee-led. In this practical, no-fluff discussion, Ed breaks down why "co-creation" is the key to success. When you "get the employees involved" from the very beginning, you don't just get buy-in; you get a deeper level of engagement, understanding, and commitment. This is a masterclass in: Involving employees in "strategy" and "vision" creation. Helping teams "create how we're going to get there." Ensuring everyone understands the "reasons behind changes." Aligning "daily activities" with the transformation goals. At CX Master Academy, we focus on actionable insights that deliver measurable results. This is how you stop managing change and start leading it. Want more no-fluff, practical CX and leadership strategies? 🔔 SUBSCRIBE for more…

Why do so many massive, top-down transformation programs fail? We build complex frameworks and try to "persuade" people... but we forget the most important part. In this podcast, transformation expert Jannecke Drangert-Hveding shares practical, results-oriented insights that will change your entire approach: stop trying to force change and "start small, one conversation at a time." Jannecke explains that "real transformation begins in small conversations" because true "human alignment" is the only thing that creates lasting momentum. It's not about fighting resistance; it's about "mobilizing energy." This is a masterclass in: Understanding "individual motivations." Aligning "personal goals with company ambitions." Focusing on "connection rather than persuasion" to drive real, measurable change. At CX Master Academy, we focus on actionable insights that deliver real-world results. This is one of them. Want more no-fluff, practical CX and leadership strategies? 🔔 SUBSCRIBE for more world-class training that…

Ever launched a CX transformation with a big bang, only to watch it… fizzle out? You're not alone. It’s that “painfully familiar scenario”: the kickoff is energizing, but six months later, everyone reverts to old behaviors, and your big initiative quietly fades into the background. It’s one of the most frustrating realities in CX. But why does it happen? And how do you finally make change stick? In this episode of Table Stakes, our Course Director Michel Stevens sits down with the man who literally wrote the book on it. Alain Thys, author of "The Transformation Code," challenges the "industrial age habits" and "outdated training methods" that sabotage lasting transformation. In this episode, you’ll get the playbook for real buy-in: The 3-Part Formula: Alain reveals his simple but powerful "Transformation Code" (Story x Resonance x Flow) that separates initiatives that fly from those that fade. Compliance vs. Invitation: Learn why most top-down change is just a "compliance story" (destined to fail) and how to…

Across the globe people are measuring the customer experience with metrics like Net Promoter Score , Customer Satisfaction, or Customer Effort Score. These are very good metrics to measure the perception a customer has as they effectively measure the (perceived) Value for the Customer. What these don’t tell is what the Value for the Business, all the while organizations want to understand this. These metrics don’t tell either is what the context was under which these perceptions were created. And yet, this is where the key lies. This is one of the traps people have when they create surveys. Michel Stevens, host of Table 7, Course Director of CX Master Academy and CX expert extraordinaire pairs up with Frances Chapireau, Founder, Customer Experience Consultant and Facilitator of the LEGO®️ SERIOUS PLAY®️ Method. Together they dive into common issues when performing surveys and what you need to pay attention for. A good half an hour of your time, but a lifetime of wisdom (and better surveys) guaranteed!

"We put the customer first", "we are customer-centric" and "we listen to our customers" are promises often heard among management. But what's behind these promises? Unfortunately, you often don't have to dig deep under the surface to reveal lack of action and consequences behind promises. The customers feel disappointed, the employees don't believe it, and management wonders: why did all the good intentions fail? The answer: Simply because it's not sufficient to have "good intentions" when putting Customer Experience on the agenda. Customer Experience must show financial value if you wish to ensure full backing from management and the rest of the organization. Michel Stevens, host of Table 7, Course Director of CX Master Academy and CX expert extravaganza meets Daniël Granja Baltazar, B2B CRO expert of Vodafone Business and uncovers the secrets on how you can transform your surveys to cold, hard cash. Or, at the very least, conversions.

You've put in the work, you've crunched the numbers, you've built the perfect dashboard and yet nothing changes. Your brilliant insights are dying a silent death on a PowerPoint slide. The numbers speak to you but they're mute to the rest of the room. You've spent countless hours in the data trenches, and the story you've uncovered is crystal clear to you. But when you present your findings, you get a blank stare and a polite nod, and then your insights quietly fade into the background. Your hard work just became part of the digital wallpaper. We’re getting into the nitty-gritty with data storytelling maestro, Brent Dykes. For those of you who don't know him, he's the guy who literally wrote the book on how to make data influential. As a consultant, speaker, and author, he's helped countless organizations turn their data into powerful, persuasive narratives that actually drive decisions. He'll show us how to make sure our numbers don’t just have something to say, but that they scream. We’ll talk about how to…

Anchor yourself in Oslo for a very special episode of Table 7, recorded live at the historic Fram Museum—home of the famed polar exploration ship, the Fram. Join your host Michel Stevens as he navigates the evolving waters of customer experience with three of Norway's most esteemed CX pioneers: Helge Tennø, Jannecke Drangert-Hveding and Janine Hess In this episode, we explore: 🌊 Why Norway's digital-first society sets sky-high customer expectations. 🤖 The real-world balance between AI-driven efficiency and human-centric design. 📖 How powerful storytelling builds belonging in a commoditized world. ⏳ Why time is the ultimate currency for today's consumers. 🧠 The "data trap"—why companies are collecting metrics but missing true human insight. Plus, we play a game to invent a new word for rediscovering the wheel! Tune in for a conversation filled with authentic stories, practical strategies, and a unique Nordic perspective on putting the customer first. Listen now!

In this episode of "Table Stakes," host Michel Stevens dives into the world of entrepreneurship within customer experience. Joined by experts Elles, Bartek Lechowski, and Anna-Maija Tanninen, they explore the highs and lows of taking the entrepreneurial leap. From the skills needed beyond expertise to the mindset that can make or break your journey, this conversation uncovers the raw truths of forging your own path. Whether you're considering freelancing, launching a consultancy, or leaving the traditional nine-to-five, this episode offers invaluable insights and advice for those ready to bet on themselves. Tune in for an honest discussion about the realities of entrepreneurship and the courage it takes to succeed.

This month on Table Seven, we’re unpacking how Bulgarian businesses are navigating the digital age – where customer expectations meet old-school charm. (Yes, we did discuss why McDonald’s kiosks haven’t caught on here. Turns out, we still like a human touch.) Join us for insights on: * The self-service dilemma – When efficiency clashes with "but I want someone to hand me my fries" * AI’s awkward phase – Why chatbots haven’t quite won us over (yet) * The workforce behind the magic – How to keep both employees and customers happy (it’s harder than it sounds) With expert perspectives from: 🔹 Ralitsa Zaharieva, MCIM (Head of Customer Experience and Marketing, Postbank (Eurobank Bulgaria AD)) – On bridging digital and human interactions 🔹 Irina “Mateeva” Hollatz (WFM Transformation Consultant & Founder at rightWFM) – Why scheduling isn’t just "math with consequences" 🔹 Iliyan D. (Grand Master of re:do) – The tech upgrades customers actually want

This episode is so packed with insights, even our AI bots needed a coffee break. A few Takeaways: ✅ Trust in finance? More like "trust but verify… with ChatGPT." ✅ The best CX starts with hiring people who 𝒍𝒊𝒌𝒆 people. ✅ The secret sauce behind "human magic" in CX ✅ And so much more Starring Dominik Olejko, Paulina Garstka, Bartek Lechowski and Michel Stevens Watch the episode... before your competitors do. 😉

Culture & Connection: How Culture Shapes Customer Experience in Belgium Is your customer experience strategy stuck in a one-size-fits-all approach? Or do you assume that digital transformation alone will solve your CX challenges? Time for a reality check. Join Michel Stevens in the second episode of Table 7 at Antwerp’s breathtaking Botanic Sanctuary—a former monastery turned luxury hotel—where he sits down with three Belgian CX visionaries: A customer service alchemist who turns frustrated calls into loyal relationships (Dimitri) A multidisciplinary business designer who blends data, rugby, and homemade hot sauce into customer solutions (Koen) A marketing leader who treats customer feedback like her morning coffee—essential and energizing (Anne-Laura) Together, they unpack how Belgium’s unique cultural mosaic—172 nationalities, three languages, and centuries of trade—demands a fresh approach to CX. You’ll learn: * Why listening to real customer calls is more powerful than any dashboard * How Belgian…

Michelin Stars & Marketing Minds Think personalization is just using someone's first name? Think again. Or maybe you think Michelin-star service secrets don't apply to your business? Prepare to be surprised. Michel Stevens pulls up a chair at Table 7 in Copenhagen with three Danish CX Pros: a 3-star Michelin restaurateur (Tina), a personalization guru who literally wrote the book on it (Rasmus), and an insightful expert on Customer Loyalty and Customer Centricity who's seen it all (Mikkel). Get an honest view on Danish culture's impact on CX (hello, Janteloven!), why you should hire "personalities, not CVs", the surprising link between happy staff and happy customers, and why stopping cars for your customers is a great idea. Grab actionable CX insights served with Danish charm.