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Businesses everywhere are struggling with change due to digital disruption. They are now at an inflection point: give up obsolete marketing practices, or risk being denied a meaningful role in the lives of people. The goal is no longer to amplify the voice of the brand – it is to serve the needs and interests of customers at every stage of the relationship lifecycle. This new marketing model is characterized by the strategic embrace of Customer First Thinking, where the emphasis is on delivering a more unified experience for customers. More than simply a platitude, this idea has evolved into a set of governing principles that can transform the corporate role of marketing from brand messenger to customer advocate.

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Check latest episodes from Customer First Thinking podcast

Mastering Agentic AI: An Interview with Martin Kihn, Senior Vice President, Strategy at Salesforce

2026/08/21

Marketers are counting on AI to streamline their campaign workflows and speed up production work through the use of autonomous agents. But before that can happen, warns Salesforce's Martin Kihn, they need to rethink how the work gets done, learn how to build and deploy agents, and build a unified data infrastructure that can be trusted.

Designing for Emotion: An Interview with Jean-Pierre Lacroix, Founder and President, Shikatani Lacroix Design

2026/08/06

Many consumer buying choices are now known to be ruled by subconscious emotions rather than rational thought and those decisions often get made in the "blink of an eye". Design expert Jean Pierre Lacroix calls this the "Blink Factor" and he believes brands need to own the single emotion that triggers consumer choice in their category.

True Loyalty: An Interview with Aaron Dauphinee, Partner, The Wise Marketer Group

2026/07/08

Where brands almost always go wrong is assuming customers are more loyal than they are, rewarding them solely on the basis of their repeat buying behaviour. But customers who are truly loyal don't need incentives to buy - they just need confirmation that their trust and belief in the brand will be reciprocated, says loyalty expert Aaron Dauphinee.

The One-to-One Future Is Here (Almost): An Interview with Jim Sterne, President, Target Marketing

2026/06/01

AI is paving the way for marketing to finally usher in an era of true one-to-one marketing. As the technology evolves, it should free up marketers to give greater creative thought to making customers happy, believes Jim Sterne, who has helped steer marketers through successive waves of innovation ever since the advent of the worldwide web.

Beyond Rewards: An Interview with Zsuzsa Kecsmar, Co-founder and Chief Strategy Officer at Antavo AI Loyalty Cloud.

2026/05/20

The old "give-to-get" loyalty model has grown stale. Loyalty fatigue has set in, as members tire of programs that all look the same. To break out of this sameness trap, loyalty programs need to go beyond rewards and offer members greater value to stay engaged, according to the latest edition of the Antavo Global Loyalty Report.

Leading with CX: An Interview with Tom DeWitt, Founder and Executive Director of the XMGlobal Collaborative

2026/04/14

Too many companies today still think that improving CX is all about fixing what's broken. But for CX to make a meaningful difference in the health and success of a business, management should strive to make the everyday lives of customers better. That's why the concept of "Helpfulness" should be adopted as a core enterprise operating principle, says CX pioneer Tom DeWitt.

The Loyalty Puzzle: An Interview with Dr. Yuping Liu-Thompkins, Founder, Loyalty Science Lab

2026/03/11

Despite a massive body of loyalty research over the years, there are still many unsolved puzzles, according to top researcher Dr. Yuping Liu-Thompkins, whose Loyalty Science Lab is dedicated to helping marketers find the answers they need.

Fixing CX: An Interview with Michael Lowenstein, Founding Principal, The Linkage Group

2026/02/19

Most companies today still give lip service to the idea of putting customers first. They resist making the transformational changes required to truly improve CX quality. Until they are willing to become more stakeholder centric, argues renowned CX expert Michael Lowenstein, they will struggle to win greater customer trust.

Humanizing the Customer Relationship: An Interview with Christina Garnett, CX Evangelist and "Pocket CCO"

2026/01/15

Brands still operate today as though media coverage and reach are all that matter, even as customers make every effort to evade their messaging. A new playbook is needed, according to CX expert Christina Garnett, which fosters communal spaces called "brandoms" where relationship building and brand building intersect.

Digital Campfires: An Interview with Sara Wilson, Founder and Principal, SW Projects

2025/11/29

Suffering from social fatigue, people are increasingly turning to private spaces online where they are free to be more themselves. Community marketing expert Sara Wilson calls them "digital campfires" where brands are shut out of the conversation.

Why New Products Fail: An Interview with Tony Ulwick, Founder and CEO, Strategyn

2025/10/30

For most companies new product innovation is a game of chance, resulting in many more misses than hits. The reason, according to innovation expert Tony Ulwick, is that they don't take the time to figure out what customers actually need.

The Power of Points: An Interview with Richard Schenker, Founder, Loyal Strategy Consulting

2025/10/03

Loyalty points programs are more popular than ever. The problem is they lead to transactional relationships where customers are more loyal to the program than the brand. To build true loyalty, advises loyalty expert Richard Schenker, companies must encourage ongoing engagement beyond point collection and redemption.

Frictionless Growth: An Interview with Ryan Hamilton, Associate Professor of Marketing at Emory University, Goizueta Business School

2025/09/11

Rapid brand growth can sometimes lead to incompatibility between new and existing customer segments due to differing needs and expectations. Brand managers can minimize the possibility of segment conflict by anticipating and then carefully managing the relationship between them, according to leading marketing academic Ryan Hamilton.

Customer Portfolio Management: An Interview with Michael D. Johnson, Marketing Department Chair, Wisconsin School of Business

2025/07/22

Marketers tend to overinvest in acquiring new buyers while trying to keep the most valuable customers from leaving. That leaves a lot of customers feeling left out. To correct this imbalance, marketers need a more systematic framework for selective investment in the most promising relationship segments based on growth potential, according to the renowned marketing academic Michael Johnson.

The New MarTech Landscape: An Interview with Frans Riemersma, Founder, Martech Tribe

2025/06/20

The Martech industry is going through a radical new era of technological transformation which is changing the contours of the marketing technology landscape. A burst of AI-driven growth and innovation is not only making marketing automation tools easier to use, says Martech expert Frans Riemersma, but the evolving "marchitecture" will liberate marketers from the onerous challenges of platform integration and workflow management.

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5 out of 5

2 reviews

★★★★★

Mark C - Toronto 2022/02/08

Very well prepared and great dialogue

I just discovered this podcast a couple of weeks ago and found the last two episodes just utterly fantastic in terms of bringing me up to speed on CDP...

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