Advertise on podcast: The CX Quantum Leap

This is part of our Leadership Behavior Series, where we're diving deeper into some of the 21 behaviors from my new book on human-centric CX transformation: Once You See It. In this episode, Miranda and I talk about something that fuels every transformation from the inside out: bringing the energy. And I don't just mean being loud or high-octane about it. I mean knowing your energy — what drives you, what your authentic leadership DNA looks like — and then channeling that into mobilizing an entire organization to go on the journey with you. Because here's the thing: too many employees walk into work and put on their "corporate hat." The energy dies. The transformation stalls. And the leader wonders why nothing is sticking. Some things we cover: Why "bring the energy" is one of the last — and most important — behaviors in the bookThe two sides of energy: your personal purpose AND mobilizing the organizationWhy authentic energy matters more than high-energy performanceBalancing the hard (data, numbers) and soft (behaviors, culture) sides of transformationBeyond NPS: how to actually measure energy and behavior changeWhy the old "3-year roadmap" approach kills transformation momentumAdaptive transformation: learning and improving as you goLagging vs. leading indicators — and why most leaders are stuck in the middleHow to track transformation using employee stories + AIThree practical steps to start tomorrowWhat I love most about this conversation is how it connects energy to purpose. The leaders who are genuinely fueled by why the transformation matters — not just what needs to change — are the ones who create real momentum. Not through a campaign. Through conviction. Whether you're leading a company-wide transformation or trying to shift the culture in your own team, I hope this gives you permission to start with yourself first — and bring your version of the energy. NEW! Once You See It — Executive Guide to Human-Centric CX Transformation by Dr. Zanna van der Aa is out now! A unique combination of the CEO perspective and the CX transformation lead perspective — plus a dedicated chapter on the role of AI in experience. Accelerate in Experience Academy Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelera NEW! Once You See It - Executive Guide to Human-Centric CX Transformation by Dr. Zanna van der Aa is out now! It contains a unique combination of perspectives: the CEO perspective and the CX transformation lead perspective. And in between these two parts of the book, she also shares a chapter on the role of AI in experience. Accelerate in Experience Academy Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months. 🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online. 👉 Start your journey: https://academy.zannavanderaa.com/en More info?  LinkedIn -> https://www.linkedin.com/in/zannavdun/ YouTube -> https://www.youtube.com/@dr.zannavanderaa Website -> https://zannavanderaa.com/ Dutch version podcast -> https://beleving.buzzsprout.com

This is part of our Leadership Behavior Series, where we're diving deeper into some of the 21 behaviors from my new book on human-centric CX transformation: Once You See It. In this episode, Richard and I talk about something I think is absolutely foundational for any leader navigating transformation: understanding their context. And I don't just mean knowing your stakeholders or your org chart. I mean genuinely understanding the world through the eyes of the people around you — their pressures, their competing tensions, and the invisible forces pulling them away from the change you're trying to create together. Richard brings such a rich perspective here — from the neuroscience of fight-or-flight to the three levels of adult development to the art of holding polarities. What strikes me most is how he connects the inner work of leadership to the outer results. You can't truly understand someone else's context if you haven't learned to manage your own. Some things we cover: Why empathy isn't about putting yourself in someone else's shoes — and what to do insteadHow imposter syndrome in new CEOs can actually be a leadership assetThe danger of overconfidence — and how to stay humble as your results improvePolarities: why the best leaders hold "both/and" instead of "either/or"Why stress and fight-or-flight make you a smaller version of yourselfThe three levels of adult development — and the leap every transformation leader must makeViktor Frankl and the power of the pause: choosing your response under pressureOne practical tip to become more present, starting tomorrowWhat I love most about this conversation is how Richard connects self-regulation to empathy. You simply cannot understand someone else's context if you're running on autopilot. The leaders who've done the inner work — who've processed their own adversity, who've learned to notice their triggers — are the ones who create genuine psychological safety around them. Not through a workshop. Through their presence. Whether you're a CEO navigating a major transformation or a leader who just wants to show up more fully for the people around you, I hope this gives you one small thing to try — and a reminder that slowing down is often the most powerful move you can make. Timestamps (00:00) – Introduction: Understanding Their Context (01:43) – Why empathy ≠ putting yourself in someone else's NEW! Once You See It - Executive Guide to Human-Centric CX Transformation by Dr. Zanna van der Aa is out now! It contains a unique combination of perspectives: the CEO perspective and the CX transformation lead perspective. And in between these two parts of the book, she also shares a chapter on the role of AI in experience. Accelerate in Experience Academy Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months. 🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online. 👉 Start your journey: https://academy.zannavanderaa.com/en More info?  LinkedIn -> https://www.linkedin.com/in/zannavdun/ YouTube -> https://www.youtube.com/@dr.zannavanderaa Website -> https://zannavanderaa.com/ Dutch version podcast -> https://beleving.buzzsprout.com

This is part of our Leadership Behavior Series, where we're diving deeper into some of the 21 behaviors from my new book on human-centric CX transformation: Once You See It. In this episode, Joanna and I talk about something that I think is genuinely changing the way the best organisations approach change: adaptive transformation. And I know what you might be thinking — we already have a roadmap, we already have a plan. But here's the thing: do you want to lead transformation based on a fixed plan, or based on what's actually happening? We explore why the traditional three-year roadmap so often runs out of steam, and what it looks like to transform in a way that can actually keep up with the world. Joanna brings such a rich perspective here — from her work on adaptive thinking to her research on divergent and convergent problem solving.  Some things we cover: Why there's no cookie-cutter model for transformation — and why that's actually a good thingThe three things adaptive organisations do differently: sense, respond, and redesignHow to build a genuine sensing capability (hint: it's not just about data)The yin and yang of divergent and convergent thinking — and how to use both at the right momentWhy a certain percentage of failure is actually a sign your organisation is healthyPractical first steps for leaders who want to become more adaptive tomorrow What I love most about this conversation is the honesty around the hard parts. The mindset shift. The pressure of quarterly results. The leadership changes that can unravel years of progress. We don't skip over those — because that's where transformation either lives or dies. Whether you're a CEO trying to get your organisation unstuck, or a transformation lead looking for a smarter way to drive change, I hope this gives you something concrete to take into next week. Timestamps (00:00) – Introduction: Why Adaptive Transformation? (01:39) – The Problem With the Three-Year Roadmap (05:46) – What Adaptive Transformation Actually Means (09:18) – Sensing Change: Data, Human Signals, and AI (14:52) – Divergent and Convergent Thinking: The Yin and Yang of Problem Solving (16:23) – The USAA Example: Making Adaptive Thinking Everyone's Job (19:45) – Codiwomp: Traveling Purposefully Toward a Vague Destination (22:18) – Concentric Circles: How Real Transf NEW! Once You See It - Executive Guide to Human-Centric CX Transformation by Dr. Zanna van der Aa is out now! It contains a unique combination of perspectives: the CEO perspective and the CX transformation lead perspective. And in between these two parts of the book, she also shares a chapter on the role of AI in experience. Accelerate in Experience Academy Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months. 🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online. 👉 Start your journey: https://academy.zannavanderaa.com/en More info?  LinkedIn -> https://www.linkedin.com/in/zannavdun/ YouTube -> https://www.youtube.com/@dr.zannavanderaa Website -> https://zannavanderaa.com/ Dutch version podcast -> https://beleving.buzzsprout.com

This is part of our Leadership Behavior Series, where we're diving deeper into some of the 21 behaviors from my new book on human-centric CX transformation: Once You See It. In this episode, Richard and I talk about something that I think is really foundational for leaders: embracing your courage. And I don't mean the loud, heroic kind. I mean the quiet, daily kind — the kind that asks you: am I taking the easy path, or the right one? Because here's the thing: courage is twofold. There's the courage to stand for what you believe in, especially when the short-term pressure is on and the world is pulling you somewhere else. And then there's the courage of vulnerability — of leading without all the answers in a world that's more uncertain than ever. Both matter. Both are hard. And both are worth talking about. Some things we cover: Why courage is the real foundation underneath every leadership behaviourThe two directions of courage — standing firm AND leading with vulnerabilityWhy facing your own patterns is the biggest leadership assignment of allThe difference between performing leadership behaviours and truly embodying themThe noble warrior concept: how to lead with drive and purpose without losing your humanityWhy resistance to change is often grief in disguise — and what to do with thatHow to name your core fears and choose not to be blocked by themI think what I love most about this conversation is how Richard connects courage to compassion. The leaders who've truly integrated their own adversity are the ones who create the most genuine psychological safety around them. Not through a workshop. Through their humanity. Whether you're a CEO leading a major transformation or just someone who wants to show up more fully, I hope this gives you permission to feel the fear — and go anyway. Timestamps  (00:00) – Introduction & why courage is the foundation of leadership  (01:49) – The two directions of courage: standing firm and leading with vulnerability  (07:30) – The inward journey: facing your own patterns (09:04) – From human doings back to human beings  (18:53) – Doing it vs. living it: performing vs. embodying leadership  (20:24) – The noble warrior: drive, purpose, and humanity combined  (24:32) – Holding courage when you meet resistance  (29:02) – The authenticity trap  (30:58) – What blocks most leaders: three levels of adult NEW! Once You See It - Executive Guide to Human-Centric CX Transformation by Dr. Zanna van der Aa is out now! It contains a unique combination of perspectives: the CEO perspective and the CX transformation lead perspective. And in between these two parts of the book, she also shares a chapter on the role of AI in experience. Accelerate in Experience Academy Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months. 🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online. 👉 Start your journey: https://academy.zannavanderaa.com/en More info?  LinkedIn -> https://www.linkedin.com/in/zannavdun/ YouTube -> https://www.youtube.com/@dr.zannavanderaa Website -> https://zannavanderaa.com/ Dutch version podcast -> https://beleving.buzzsprout.com

This is part 1 of our Leadership Behavior Series, where we're diving deeper into some of the 21 behaviors from my new book on human-centric CX transformation: Once You See It. In this episode, Miranda and I talk about something that I think is really crucial for leaders: creating a reflection rhythm. And I know, I know, your calendar is probably back to back with meetings. Trust me, I get it. But here's the thing: do you want to lead transformation based on your calendar, or based on your values? We explore why reflection matters, not just on a personal level, but also when you're running transformation. I share my own journey with reflection, from my leadership development program to how I've learned to design my calendar with thinking space including my monthly week at ‘Egmond aan Zee’. Some things we cover: Why standing still regularly helps you be the leader you want to beHow I learned to recognize patterns faster (from a week later, to hours later, to before I even send that email)The business case for reflection (spoiler: 15 minutes a day can boost performance by 23%)Practical tips for creating reflection rhythms, both personally and with your leadership teamWhy authenticity and being present really matter when you're leading transformationI think what I love most about this conversation is how we talk about integrity, not as this perfect state, but as something you can restore. We're human, we make mistakes, but how you handle that really tells people something about your values. Whether you're a CEO or just someone who wants to lead with more intention, I hope this gives you some space to think about your own reflection rhythm. Timestamps (00:00) – Introduction to the Behavior Series (01:09) – Why Reflection Matters for Leaders (02:15) – Leading From Values vs. Leading From Your Calendar (02:58) – Discovering the Power of Reflection (Personal Journey) (04:39) – Becoming Aware of Patterns and Their Impact (06:03) – The Benefits of Reflection: Awareness, Choice, and Growth (08:17) – Creating Space: Reflection, Creativity, and Thinking Time (11:47) – Reflection, Integrity, and Leading Transformation (15:42) – Practical Reflection Habits for Leaders and Teams (18:35) – Reflection in Teams and Transformation Journeys NEW! Once You See It - Executive Guide to Human-Centric CX Transformation by Dr. Zanna van der Aa is out now! It contains a unique combination of perspectives: the CEO perspective and the CX transformation lead perspective. And in between these two parts of the book, she also shares a chapter on the role of AI in experience. Accelerate in Experience Academy Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months. 🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online. 👉 Start your journey: https://academy.zannavanderaa.com/en More info?  LinkedIn -> https://www.linkedin.com/in/zannavdun/ YouTube -> https://www.youtube.com/@dr.zannavanderaa Website -> https://zannavanderaa.com/ Dutch version podcast -> https://beleving.buzzsprout.com

Most CEOs agree Customer Experience drives business results. But few know how to make it work beyond the buzzwords. In this episode, Dr. Zanna van der Aa shares the CEO án CX transformation lead perspective of her new book Once You See It — a practical guide for leaders who want to make human-centric transformation measurable, scalable, and real. You’ll learn: Why 4 out of 5 CX programs fail — and how CEOs can prevent itThe three-layered model to ignite, scale, and inspire transformationHow to move from product-centric to human-centric systemsWhat 21 leadership behaviors create lasting changeWhy compassion, courage, and reflection are the CEO’s most underestimated transformation toolsZanna shows that CX isn’t a marketing initiative — it’s a strategic way to drive performance, culture, and purpose. Once you see it, you can’t unsee it. Check out: zannavanderaa.com/onceyouseeit  And watch the video podcast Once You See It here.  About Dr. Zanna van der Aa: 25 years in CX Transformation | PhD in Customer Experience | Author of Once You See It | 250+ transformations across 25 countries | Worked with Randstad, Egon Zehnder, Allianz #CEOLeadership #CustomerExperience #CXTransformation #HumanCentricLeadership #OnceYouSeeIt #SystemicChange #BusinessStrategy NEW! Once You See It - Executive Guide to Human-Centric CX Transformation by Dr. Zanna van der Aa is out now! It contains a unique combination of perspectives: the CEO perspective and the CX transformation lead perspective. And in between these two parts of the book, she also shares a chapter on the role of AI in experience. Accelerate in Experience Academy Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months. 🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online. 👉 Start your journey: https://academy.zannavanderaa.com/en More info?  LinkedIn -> https://www.linkedin.com/in/zannavdun/ YouTube -> https://www.youtube.com/@dr.zannavanderaa Website -> https://zannavanderaa.com/ Dutch version podcast -> https://beleving.buzzsprout.com

AI is transforming business, but not always in the right direction. In CX, it’s easy to get lost in the hype. Tools that automate workflows are suddenly called “AI,” and efficiency becomes more important than experience. This episode demystifies the five biggest myths about AI in Customer Experience—and shows how leaders can use AI to enhance the human experience instead of replacing it. What you’ll learn: Why workflow automation ≠ AI—and why 90% of your business issues can be solved with the right IT basicsWhy “AI is moving fast” is true for startups, but not for corporate systems with legacy ITWhy efficiency alone kills experience—and what design principles create a real win-win for business and peopleWhy customer needs haven’t changed in 100 years (but the context has)Why removing friction isn’t enough—human connection drives satisfaction, not speedThe real power of AI? To give people time back for what matters most: purpose-driven work, meaningful connections, and human flourishing. For the video podcast 'AI and CX: Demystifying 5 Beliefs' click this link. About Dr. Zanna van der Aa: 25+ years in CX transformation | PhD in Customer Experience | Author of “Once You See It” | 250+ transformations across 25 countries | Worked with Randstad, Egon Zehnder, Allianz #CustomerExperience #CXTransformation #AI #HumanCentricLeadership #DigitalTransformation #SystemicChange NEW! Once You See It - Executive Guide to Human-Centric CX Transformation by Dr. Zanna van der Aa is out now! It contains a unique combination of perspectives: the CEO perspective and the CX transformation lead perspective. And in between these two parts of the book, she also shares a chapter on the role of AI in experience. Accelerate in Experience Academy Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months. 🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online. 👉 Start your journey: https://academy.zannavanderaa.com/en More info?  LinkedIn -> https://www.linkedin.com/in/zannavdun/ YouTube -> https://www.youtube.com/@dr.zannavanderaa Website -> https://zannavanderaa.com/ Dutch version podcast -> https://beleving.buzzsprout.com

Many CX teams struggle with getting leaders to actively contribute to customer experience transformation. While most leaders say they support CX initiatives, translating that into meaningful action is often the real challenge. In this episode, we explore a proven 3-step framework for leadership activation: 1. Understand Their Needs - Move beyond generic approaches by having deep one-on-one conversations with leaders to understand their specific context, challenges, and daily rhythms. 2. Monthly Check-ins - Create sustainable accountability through regular touchpoints that focus on reflection and learning, not punishment. 3. Quarterly Reflection - Facilitate both individual and group reflection sessions to accelerate learning and peer support. We discuss why investing time in understanding each leader's unique situation pays dividends, how to make customer centricity tangible through specific habits and exercises, and why the timing of leadership activation is crucial for transformation success. Key insights include the critical importance of middle management in CX success, practical techniques for making abstract concepts concrete, and why reflection is fundamental to any meaningful organizational change. This episode is essential listening for CX professionals, transformation leaders, and managers looking to drive authentic customer-centric culture change throughout their organization. NEW! Once You See It - Executive Guide to Human-Centric CX Transformation by Dr. Zanna van der Aa is out now! It contains a unique combination of perspectives: the CEO perspective and the CX transformation lead perspective. And in between these two parts of the book, she also shares a chapter on the role of AI in experience. Accelerate in Experience Academy Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months. 🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online. 👉 Start your journey: https://academy.zannavanderaa.com/en More info?  LinkedIn -> https://www.linkedin.com/in/zannavdun/ YouTube -> https://www.youtube.com/@dr.zannavanderaa Website -> https://zannavanderaa.com/ Dutch version podcast -> https://beleving.buzzsprout.com

In Podcast #56 we dive into the big question: how do you use Employee Experience (EX) as a design principle for every CX-transformation? Want to explore and learn more after this podcast? Just send me a DM on LinkedIn!  Zanna explains why the mantra “there’s no CX without EX” only matters when you make it concrete. Expect straight-talking examples, behavioural-science nuggets and loads of practical energy. You’ll learn: how customer drivers translate one-to-one into meaningful work for employees; why “tiny habits” accelerate culture change without adding time to anyone’s day; the three weekly questions every leader should ask to uncover EX barriers; plus the ten indispensable tips to embed EX in any CX programme.The 10 tips in a nutshell Connect all the dots in your transformation story. Show how every CRM, HR or digital initiative serves the customer and the employee.  Link customer drivers to meaningful work. Human drivers such as personal attention create five-times more impact and resonate instantly with staff.  Create journey & channel teams. Break silos by letting colleagues co-own one customer journey—instant insight and energy.  Always mirror the employee journey to the customer journey. Map the internal steps behind each customer step and eliminate waste.  Co-create ‘tiny habits’ with employees. Use playful internal campaigns (think angels, warriors, heroes) so teams choose micro-actions that boost key drivers.  Anchor tiny habits in existing routines. Tie every micro-action to something people already do, so it costs zero extra time.  Equip leaders to talk CX daily. Provide managers with a “question menu” like: “When did you have real customer impact last week?”  Ask relentlessly about barriers. Make “What’s blocking you from delivering great CX?” a standing check-in item.  Measure your human-centric culture twice a year. A survey on the three pillars—customer, employee, purpose—shows whether the pieces click.  Weave CX, EX & purpose into recruitment (and onboarding!). Let candidates solve real customer cases and share authentic purpose stories instead NEW! Once You See It - Executive Guide to Human-Centric CX Transformation by Dr. Zanna van der Aa is out now! It contains a unique combination of perspectives: the CEO perspective and the CX transformation lead perspective. And in between these two parts of the book, she also shares a chapter on the role of AI in experience. Accelerate in Experience Academy Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months. 🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online. 👉 Start your journey: https://academy.zannavanderaa.com/en More info?  LinkedIn -> https://www.linkedin.com/in/zannavdun/ YouTube -> https://www.youtube.com/@dr.zannavanderaa Website -> https://zannavanderaa.com/ Dutch version podcast -> https://beleving.buzzsprout.com

Turning CX from a project into daily practice takes more than slogans. This episode shares a practical COO playbook and if you’d like to explore bringing this to life, just drop me a DM on LinkedIn. In this episode of the C-suite series dr. Zanna van der Aa and Miranda Nijenhuis discuss the top five COO benefits and behaviors for successful CX transformation, aimed at executives who wonder: “How can I make sure that CX transformation in our organization is successful?” Here are the 5 most valuable insights summarized: Customer-led efficiency unlocks big cost savings. 33–40 % of calls or store visits can be prevented when you use the “first-time-right” metric and journey data; one client cut costs 25 % while raising satisfaction. Break silos and align KPIs around one story. Journeys force finance, digital, call-center and other teams to see their shared impact, while COOs ensure that every department KPI rolls up to a single goal instead of conflicting targets. Continuous improvement must be rapid and concrete. Adopt short cycles (Agile, SAFe) and tiny habits so change happens in daily work, not in theoretical models. Solve the talent shortage through the CX ‘three pillars’. Start with customers, link to employees, then purpose; employees feel their impact and retention rises. Guard the human side of digital & AI roll-outs. COOs must test fast yet ensure every chatbot or tool still serves employees and customers, not just efficiency metrics. Together these five habits form a hands-on playbook that enables COOs to cut costs, improve the customer experience, and prove that CX transformation really works in day-to-day operations. --- Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months. 🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online. 👉 Start your journey: https://academy.zannavanderaa.com/en --- Want to know more about me?   LinkedIn: https://www.linkedin.com/in/zannavdun/     Blog: https://zannavanderaa.com/blog/ Podcast: https://open.spotify.com/show/1A3LisocpUo5F7bXiNqh5n?si=fe6a3a9277dd4ef9 Newsletter: https://zannavanderaa.com NEW! Once You See It - Executive Guide to Human-Centric CX Transformation by Dr. Zanna van der Aa is out now! It contains a unique combination of perspectives: the CEO perspective and the CX transformation lead perspective. And in between these two parts of the book, she also shares a chapter on the role of AI in experience. Accelerate in Experience Academy Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months. 🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online. 👉 Start your journey: https://academy.zannavanderaa.com/en More info?  LinkedIn -> https://www.linkedin.com/in/zannavdun/ YouTube -> https://www.youtube.com/@dr.zannavanderaa Website -> https://zannavanderaa.com/ Dutch version podcast -> https://beleving.buzzsprout.com

Embedding CX into culture isn’t easy, but it’s possible. This episode unpacks a real-world playbook from Zain. If you’re keen to explore how to build the same momentum, feel free to connect with me through DM on LinkedIn.  In this episode, Zanna sits down with 25-year-old transformation lead Fahed Alshammari to unpack how Zain turned a one-line challenge—“infuse customer experience into the DNA of every Zainer”—into Unity, a region-wide culture movement. Fahed traces his leap from a dusty construction site to Zain’s innovation hub, where he helped crowd-source 600 frontline ideas in the first year. Purpose lectures and workshops then engaged ≈800 colleagues to co-create the telco’s first formal purpose statement, rooting CX in what employees genuinely care about. The result: CX ownership lives far beyond a department—it shows up in spontaneous elevator pitches and cross-country teamwork. Together we strip the playbook to its essentials: Customer → Employee → Purpose, led by leaders who make themselves human. Fahed shares how Unity’s C-suite sponsors take an active role—recording frank video podcasts, modelling tiny habits, and backing every story with hard numbers—to turn buy-in into action. His final advice: draft a rock-solid six-month plan, AB-test just 5 % before you scale, and tell the personal stories that ignite change. If you’re wrestling with CX transformation, this conversation reveals how to sprint from ideas to impact—fast. NEW! Once You See It - Executive Guide to Human-Centric CX Transformation by Dr. Zanna van der Aa is out now! It contains a unique combination of perspectives: the CEO perspective and the CX transformation lead perspective. And in between these two parts of the book, she also shares a chapter on the role of AI in experience. Accelerate in Experience Academy Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months. 🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online. 👉 Start your journey: https://academy.zannavanderaa.com/en More info?  LinkedIn -> https://www.linkedin.com/in/zannavdun/ YouTube -> https://www.youtube.com/@dr.zannavanderaa Website -> https://zannavanderaa.com/ Dutch version podcast -> https://beleving.buzzsprout.com

Curious how to turn CX from a support function into a true business driver? Rob’s story at PostNL shows what it takes and if you’d like to explore applying these principles, just send me a LinkedIn DM. In this episode, I’m joined by Rob, one of the driving forces behind the Journey Factory at PostNL. Together, we explore how customer experience (CX) can move from being a support function to becoming a strategic driver of real business impact. We talk about why many CX teams feel like they’re pulling a dead horse—and what needs to shift for your insights to actually lead to change. Rob shares how PostNL made the bold decision to only start journey projects that the business is committed to finishing. And yes, that means saying “no” more often. You’ll hear: - Why starting with the business problem, not the customer journey, changes everything - How PostNL integrated CX into strategic decision-making with top-down commitment - What makes a journey team actually effective (hint: it’s not the tooling) - A brilliant example of customer empowerment through the “Ask the Driver” feature - Why not starting a CX project can be the most powerful decision you make This is an honest, practical and energizing conversation for anyone who’s tired of superficial CX and ready to make real impact. NEW! Once You See It - Executive Guide to Human-Centric CX Transformation by Dr. Zanna van der Aa is out now! It contains a unique combination of perspectives: the CEO perspective and the CX transformation lead perspective. And in between these two parts of the book, she also shares a chapter on the role of AI in experience. Accelerate in Experience Academy Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months. 🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online. 👉 Start your journey: https://academy.zannavanderaa.com/en More info?  LinkedIn -> https://www.linkedin.com/in/zannavdun/ YouTube -> https://www.youtube.com/@dr.zannavanderaa Website -> https://zannavanderaa.com/ Dutch version podcast -> https://beleving.buzzsprout.com

Tired of defending CX with vanity metrics? This video shows how to anchor it in hard data and if you’d like to discuss applying this approach, just drop me a DM on LinkedIn. In this podcast, Zanna van der Aa challenges one of the most common requests she hears from leaders: "What’s the business case for CX?" Her response may surprise you.  Instead of trying to justify the value of customer experience with more benchmarks or theoretical slides, Zanna explains why this question often signals a deeper problem — and how to reframe the conversation to focus on measurable impact.  You’ll learn:  Why asking for a business case can be a red flagHow to shift from vanity metrics to hard, steerable dataWhat happens when you run a driver analysis on just one journeyHow to achieve measurable CX impact within 3 monthsWhy CX is not about CX, but about accelerating what matters most Whether you're a CX professional, leader, or transformation manager, this video will give you a fresh, practical perspective on how to make customer experience work — not as a nice-to-have, but as a business-critical capability.  NEW! Once You See It - Executive Guide to Human-Centric CX Transformation by Dr. Zanna van der Aa is out now! It contains a unique combination of perspectives: the CEO perspective and the CX transformation lead perspective. And in between these two parts of the book, she also shares a chapter on the role of AI in experience. Accelerate in Experience Academy Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months. 🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online. 👉 Start your journey: https://academy.zannavanderaa.com/en More info?  LinkedIn -> https://www.linkedin.com/in/zannavdun/ YouTube -> https://www.youtube.com/@dr.zannavanderaa Website -> https://zannavanderaa.com/ Dutch version podcast -> https://beleving.buzzsprout.com

Curious how CHROs can become true drivers of CX transformation? This episode lays it out and if you’d like to explore applying these behaviours in your organisation, my LinkedIn DMs are open. In this episode, we explore the vital role CHROs play in successful CX transformation. We share five key benefits and five concrete behaviors that allow CHROs to drive both employee engagement and customer impact. From onboarding redesign to integrating purpose into leadership development, this conversation offers strategic insights for any HR or CX leader ready to move from theory to measurable transformation. --- (00:39) Why the CHRO matters in CX transformation   (02:15) Benefit 1, talent acquisition and retention   (05:02) Benefit 2, employee experience as a design principle   (08:34) Benefit 3, culture transformation made tangible   (11:02) Benefit 4, driving measurable business impact   (15:33) Benefit 5, getting a seat at the board level   (17:10) Integrating CX in leadership development   (22:15) Redesigning onboarding with purpose   (32:26) The CHRO as transformation leader  NEW! Once You See It - Executive Guide to Human-Centric CX Transformation by Dr. Zanna van der Aa is out now! It contains a unique combination of perspectives: the CEO perspective and the CX transformation lead perspective. And in between these two parts of the book, she also shares a chapter on the role of AI in experience. Accelerate in Experience Academy Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months. 🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online. 👉 Start your journey: https://academy.zannavanderaa.com/en More info?  LinkedIn -> https://www.linkedin.com/in/zannavdun/ YouTube -> https://www.youtube.com/@dr.zannavanderaa Website -> https://zannavanderaa.com/ Dutch version podcast -> https://beleving.buzzsprout.com

CX is not the goal — it’s the tool. If you’re ready to link CX to revenue, culture, and purpose, this episode lays out the roadmap. Keen to discuss applying it? Feel free to send me a LinkedIn DM. Too many organizations treat Customer Experience (CX) as the end goal. But that’s where it often goes wrong. CX is not the goal — it’s a means to an end. A tool to drive concrete business outcomes like cost reduction, revenue growth, a better culture, and real purpose.  In this podcast, we explain why so many CX teams struggle to prove their value and what you can do differently. We share the five business outcomes CX should always connect to and how you, as a CX professional, can make sure your work has real business impact.  You’ll learn:  Why CX should never be the end goalHow to link CX to cost reduction and revenue growthHow CX can drive continuous improvement and experimentationWhy culture and purpose matter — and how CX accelerates bothThe biggest mistakes CX teams make (and how to avoid them)How to start making CX relevant in your organization today If you’re done with fluffy reports, endless NPS dashboards, and CX teams that don’t move the needle — this podcast is for you. --- (01:16) Cost reduction & CX (05:11) Revenue increase & CX (08:07) CX as a driver for continuous improvement (11:42) Building a customer-centric culture (13:54) How CX links to purpose & meaning (18:37) CX and innovation (20:25) What goes wrong when CX becomes the goal (24:14) How to start making CX relevant today NEW! Once You See It - Executive Guide to Human-Centric CX Transformation by Dr. Zanna van der Aa is out now! It contains a unique combination of perspectives: the CEO perspective and the CX transformation lead perspective. And in between these two parts of the book, she also shares a chapter on the role of AI in experience. Accelerate in Experience Academy Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months. 🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online. 👉 Start your journey: https://academy.zannavanderaa.com/en More info?  LinkedIn -> https://www.linkedin.com/in/zannavdun/ YouTube -> https://www.youtube.com/@dr.zannavanderaa Website -> https://zannavanderaa.com/ Dutch version podcast -> https://beleving.buzzsprout.com