Be Customer Led

Today's episode features Gregorio Uglioni, Associate Partner at Forward, board member of the Customer Experience Professionals Association, and founder and host of the CX Goalkeeper podcast. During today's conversation, Gregorio reflects on his early career, emphasizing the value of human interaction and a key lesson he learned by listening to customer calls instead of relying only on presentations. The discussion also highlights how CX is more than a department; it is a mindset shaped by culture, core values, and transformation.Gregorio introduces his five principles for human-centric transformation: creating a shared vision, understanding problems, prioritizing pain points, innovating processes, and measuring progress. He illustrates these with both successful and unsuccessful change initiatives, stressing the importance of learning and incremental improvement.He also talks about challenges in healthcare CX, the role of AI in improving service and patient care, and the importance of continuous learning and collaboration. [01:35] Gregorio's Career Journey [03:59] The Importance of Business Transformation in CX [05:43] Framework for Human-Centric Transformation [13:34] Examples of Successful and Unsuccessful Change Initiatives [21:16] Challenges in Delivering Superior Patient Experience in Hospitals [28:46] AI Deployments in CX and Healthcare [34:02] Gregorio's Podcast and Its Impact [37:55] Connect with GregorioConnect with Gregorio:LinkedIn: linkedin.com/in/gregorio-uglioniWebsite: cxgoalkeeper.com/

Want to know why customers really stay loyal? It starts with psychology!Meet Mark Levy, Head of Consumer Product and Customer Experience at Frontier Internet.During today's conversation, Mark highlights how human behavior shapes customer interactions. Drawing from his new book, The Psychology of CX 101, he explains how 101 psychological principles can be applied to create meaningful, trust-driven experiences that drive business success. Mark illustrates concepts such as the anchoring effect, peak-end rule, and Von Restorff effect with real-world examples, while also addressing the growing role of AI in customer service. Moreover, he explores practical strategies for measuring the impact of CX and creating experiences that are effortless and empathetic.[01:54] Mark's Journey to Customer Experience [04:00] The Intersection of Psychology and Customer Experience[07:43] The Psychology of CX 101 [13:37] Practical Examples of Psychological Principles [25:34] Measuring Customer Experience[27:46] AI and Customer Experience[32:35] Final Thoughts [33:25] Resources ResourcesConnect with Mark:Website: psychologyofcx101.com/LinkedIn: linkedin.com/in/marklevy/

In this episode, we welcome Brian Solis, Head of Global Innovation at ServiceNow, a nine-time best-selling author, keynote speaker, and digital futurist. Starting the conversation, Brian shares the inspiration behind his latest book, "Mindshift", and emphasizes the importance of empathy and a truly customer-centric mindset. Through examples from Amazon, Disney, and IKEA, Brian illustrates how organizations can create meaningful and memorable experiences that drive both loyalty and growth.The conversation also explores the evolving role of AI, shifting from automation and cost savings to augmenting human interactions and delivering personalization. Finally, Brian calls on leaders to embrace innovation, cultivate empathy, and invest in customer experience as a catalyst for transformation and long-term success![00:31] Guest Introduction[02:00] The Concept behind "Mindshift" [04:07] Empathy and Customer-Centric Approach [13:30] The Role of AI in Customer Experience [26:34] Developing Leadership Skills for Customer Experience [31:25] The Future of AI in Customer and Employee Experience Resources:Connect with Brian:Website: briansolis.com/LinkedIn: linkedin.com/in/briansolisMentioned in the episode:Mindshift: Transform Leadership, Drive Innovation, and Reshape the Future: amazon.com/Mindshift-Embracing-Unlimited-Possibilities-VisionaryBlueprint for Customer Obsession: amazon.com/Blueprint-Customer-Obsession-Marbue-Brown

In today’s episode, Jean-Pierre Lacroix, President of SLD (Shikatani Lacroix Design), talks about the “blink factor,” a concept first discovered in 1993 with Pizza Hut. He explains how 40% of brand recognition comes from color and shape, and why emotions drive 80% of buying decisions. Drawing from his book “Think Blink Manifesto”, Jean-Pierre shares examples of brands that succeed by building emotional connections and warns of the risks that arise when brands lose authenticity.The conversation also covers the seven key principles of emotional branding, the role of design and storytelling, and how AI can help personalize customer experiences. Jean-Pierre stresses the need to balance functional benefits with emotional connections, prepare for future disruptions, and focus on authenticity to create lasting customer loyalty.[01:44] Jean-Pierre's Career Journey [04:32] The Concept of the Blink Factor[07:53] Think Blink Manifesto and Its Purpose [09:27] Examples of Emotional Branding and Missed Opportunities [13:56] The Seven Tenets of Think Blink [21:11] AI and Emotional Connections at Scale [24:17] Blind Spots in the Experience Economy [27:09] Shifting from Function First to Emotion First  [30:28] Key Takeaways Connect with Jean-Pierre:LinkedIn: linkedin.com/in/jeanpierrelacroixWebsite: sld.com/Mentioned in the episode:Think Blink Manifesto: sld.com/books/think-blink-manifesto/

Today's episode features Nick Glimsdahl, a contact center strategist and podcast host, for a deep dive into the evolving role of AI in customer experience. Nick, recognized as one of ICMI's top 25 thought leaders of 2025 and author of "The Heart of Service", shares his unique perspective on blending empathy with technology. The conversation delves into real-world challenges in contact centers and explores practical AI applications, such as agent summarization and real-time voice translation. Nick advocates for a human-first approach, emphasizing the importance of solving real problems, gaining team buy-in, and bridging the "Go-Live Gap." Tune in and discover how to integrate AI without sacrificing the human touch![01:39] Nick's Journey and Perspectives on AI [03:53] Motivation Behind "The Heart of Service" [07:11] Choosing a Parable Format for the Book[09:33] Character Inspiration and Real-World Experiences [11:42] Human-Centric Approach to AI [15:23] Practical AI Applications in Contact Centers [19:31] Building Buy-In and Overcoming Skepticism [23:00] Addressing the Go-Live Gap Connect with Nick:LinkedIn: linkedin.com/in/nickglimsdahl/Website: press1fornick.com/

Noam Fine, CEO of Hear.ai, joins today's episode to explore how generative AI is revolutionizing customer experience (CX), particularly within contact centers. Noam explains the shift from using multiple specialized tools to a single autonomous AI platform that learns from customer interactions, enhances compliance, automates quality assurance, and delivers real-time insights.Highlighting a $2M cost-saving success story, he shares how AI reduces agent attrition and boosts performance. He also outlines a broader vision: AI analyzing unstructured data across all customer touchpoints, driving the evolution toward autonomous, adaptive contact centers that are transparent, efficient, and future-ready.[01:22] Noam's Journey [06:11] Challenges and Opportunities in CX with AI[10:35] Technical Infrastructure and Zero-Touch Platform [16:32] Success Stories and Impact on Agent Performance [22:10] Compliance and Regulatory Tracking[27:47] Expanding AI's Role Beyond Contact Centers [33:39] Vision for the Autonomous Contact Center [35:18] Future Directions and Exciting Developments Connect with Noam:LinkedIn: linkedin.com/in/noamfineWebsite: hear.ai/Email: noam@hear.ai

Today's conversation explores the impact of storytelling, emotional intelligence, and employee empowerment on crafting exceptional customer experiences. Ken Hughes, a renowned keynote speaker and consumer behaviorist, shares his journey to becoming the "King of Customer Experience." He explains the concept of the "blue dot customer," highlighting the shift toward customer-centric business models. Through compelling stories from brands like Ritz-Carlton, Zappos, and Virgin Atlantic, Ken demonstrates how culture, leadership, and emotional connection foster lasting loyalty. He also offers valuable guidance for leaders seeking to embed customer intimacy within their organizations and build enduring brand advocacy.[01:00] Ken's Journey to Becoming the "King of Customer Experience"[03:41] The Importance of Action in Customer Experience Metrics[04:58] Customer Experience Stories[16:25] The Blue Dot Customer: A Metaphor for Customer-Centric Business Models [21:17] Embedding Customer Intimacy in Company Culture[32:33] The Power of Stories in Customer Experience Connect with Ken:LinkedIn: linkedin.com/in/kenhughesie/Website: kenhughes.info/

This episode features Martin Palamarz, co-founder and Chief Customer Officer at TheyDo. Martin shares his global career journey, working with iconic brands like IKEA, Volvo, Nike, and Adidas from Sweden to the UK. He explains how his passion for customer behavior and Agile practices led to co-founding TheyDo to help enterprises act on customer feedback at scale. Furthermore, Martin introduces the concept of journey management, which is aligning data, teams, and decisions to improve customer experience. He also explores how AI enhances this process and emphasizes linking CX improvements to real business outcomes and metrics.[01:44] Martin's Career Journey and Founding TheyDo [05:28] Challenges in Customer Journey Management[11:37] Introduction to Journey Management[18:04] Examples of Journey Management Success [23:32] Challenges in Becoming Customer-Centric [30:15] Future Initiatives and AI in Journey ManagementConnect with Martin:LinkedIn: linkedin.com/in/palamarzEmail: martin@theydo.com Website: theydo.com/

In this episode, we meet Dr. Chitra Ranganathan, Head of Data Science and Analytics at Atlassian. She shares her inspiring journey from academia to top roles at Microsoft, Amazon, and now Atlassian. Dr. Chitra talks about designing better employee and customer experiences using data, including her work on Amazon's groundbreaking feedback system, Amazon Connections. She explains how AI and machine learning help turn data into action and offers thoughtful advice on staying customer-focused in the long run. [01:47] Dr. Chitra's Career Journey [07:37] Insights from Dr. Chitra's Career [10:55] Amazon's Employee Feedback Program: Amazon Connections [17:54] Impact on Employee Experience [21:40] Challenges and Innovations [34:29] Dr. Chitra's Role at Atlassian [36:00] The Role of AI in Capturing Sentiment [39:09] Final Thoughts Connect with Dr. Chitra RanganathanLinkedin: linkedin.com/in/chitra-ranganathan-ph-d-Website: atlassian.com/Follow Be Customer Led on LinkedInlinkedin.com/company/becustomerledConnect with Marbue Brown on LinkedInlinkedin.com/in/marbuebrown

Meet Brett Frazer, a seasoned customer experience leader with a career spanning Microsoft, Adobe, and Sunbasket and co-founder of Service Matters. Brett emphasizes the vital link between employee and customer experience, illustrated through real-world examples and his Five A's framework—Acknowledge, Align, Assist, Advise, and Ask. Throughout the conversation, Brett explains how these principles drive long-term customer loyalty and business profitability.[01:46] Brett's Career Journey and Background [08:12] The Interconnection of Customer and Employee Experience [13:53] The Five A's of Successful Customer Engagement [26:02] The Hidden Profit Center and Long-Term Value [32:56] Practical Applications and Real-World Examples Connect with Brett:LinkedIn: linkedin.com/in/brettfrazer/Mentioned in the episode:Your Hidden Profit Center: Mastering the 5 A's of Successful Customer Engagement: amazon.com/Your-Hidden-Profit-Center-Successful

In today's episode, Zach Riggar, Vice President of Digital Marketing for Major League Soccer (MLS), shares his extensive career journey, highlighting his work with big brands and his role in the evolution of digital marketing in sports. He discusses MLS's growth, fueled by innovative technology, high-profile players like Lionel Messi, and the upcoming 2026 World Cup. Zach emphasizes the emotional nature of sports marketing, strategies for fan engagement, and the importance of balancing brand and performance marketing. He also talks about how MLS clubs shape fan experiences, the significance of first-party data, and the league's approach to growing its fanbase. [00:58] Zach's Professional Journey.[02:53] MLS's Rise in Popularity[04:44] Differences in Customer Experience in Sports [06:53] Engaging and Retaining Fans[09:19] MLS's Approach to Growing Fan Base[11:11] Favorite Platforms for Engagement[13:19] Elevating the Fan Experience [16:49] Unique Club Personalities[21:40] Learning from Other Leagues[27:09] Balancing Brand and Performance Marketing Connect with Zach:Linkedin: linkedin.com/in/zachriggar/Website:jobs.mlssoccer.com/

Meet Tim Mueller-Hickler, the Founder of Thinc-Performance and a former VP at Snap Inc. and Amazon, specializing in customer obsession, platform integrity, and employee services. In this conversation, Tim talks about his career journey and deep expertise in customer obsession. Tim shares insights from his time at American President Lines, Sun Microsystems, Amazon, and Snapchat, highlighting how customer-centric mechanisms drive business success. He explains Amazon's approach, including systems like the Andon Cord and Customer Connection, and how customer obsession extends beyond customer service to every department. Tim discusses practical ways companies can implement these principles, emphasizing leadership accountability, risk-taking, and innovation. He concludes with key takeaways on embedding customer obsession into company culture and driving meaningful improvements in customer experience.[02:12] Tim's Career Journey [06:34] Understanding Customer Obsession at Amazon [11:53] Customer Obsession Beyond Amazon [16:02] Implementing Customer Obsession in Practice [30:10] Adapting Customer Obsession Practices to Other Companies Connect with Tim Mueller-HicklerLinkedIn: in/tim-mueller-hickler-2a6317/Website: thinc-performance.com

Discover how businesses can shift from transactional models to customer excellence enterprises!Today's episode features Tom DeWitt, Ph.D., a globally recognized leader in customer experience management. As the founder and director of CXM at Michigan State University (MSU), Tom pioneered North America's first academic program in customer experience management. He is also the co-author of The Customer Excellence Enterprise, a book that redefines how organizations can embed customer-centricity into their DNA. Tom shares insights on transforming customer engagement, building a customer-centric culture, and the financial impact of exceptional customer experiences.The discussion explores real-world examples, including a healthcare experience in Thailand, the concept of helpfulness as a guiding principle, and the 39 Bold Moves for achieving customer excellence. Tom also discusses the importance of customer loyalty, the role of leadership in CX transformation, and the groundbreaking MSU Master of Science in Customer Experience Management program.[01:00] Tom’s journey in customer experience leadership[05:00] The inspiration behind The Customer Excellence Enterprise[09:00] A real-world example of customer excellence in healthcare[12:40] The impact of the "Amazon Effect" on customer expectations[19:00] 39 Bold Moves for achieving customer excellence[25:00] Why leaders must model customer-centric behaviors[29:00] Measuring emotional outcomes in customer experience[31:00] The creation and impact of the MSU CXM program[34:00] How CX education is transforming careers[36:40] The future of customer experience managementResourcesConnect with Tom DeWitt on LinkedIn: Tom DeWitt, Ph.D.The Customer Excellence Enterprise (Book by Tom DeWitt & Wayne Simmons) - Available on AmazonMichigan State University Master of Science in Customer Experience Management: MSU CXM Program

Today's episode features David Edelman, Harvard Business School fellow and author of Personalized: Customer Strategy in the Age of AI. David shares his career journey from consulting at BCG to leading digital transformation at Digitas, McKinsey, and Aetna. He explains why personalization is more than just a marketing tactic—it's a strategic tool to enhance customer experience and drive business growth. The discussion explores real-world examples from Starbucks,  Spotify and Aetna, highlighting both the opportunities and challenges of AI-driven personalization. David also introduces the Personalization Index, detailing five key dimensions that separate industry leaders from laggards. Finally, he offers insights on how companies can use AI and data to improve customer engagement and financial performance. [01:14] David's Career Journey [04:33] The Importance of Personalization [08:36] Personalization in Customer Experience [14:46] Motivation Behind Writing the Book[16:39] The Personalization Index and Its Dimensions[23:13] Unlocking New Opportunities with PersonalizationConnect with DavidLinkedIn: www.linkedin.com/in/daveedelmanWebsite: www.edelmanadvisoryservices.com

This week’s episode of the Be Customer Led podcast features Amanda Ono, Chief Human Resources Officer at Kroll. When she was in college, her passion was the interaction between teams and leaders and how they worked together to drive results. She worked in a wide range of positions, including recruiting, training, and building leadership programs, which led her towards the specific title she holds now. In today’s conversation, we talk about migrating from customer experience to employee experience. [01.26] Professional Journey – Starting the conversation, Amanda shares where she ignited her passion for customer experience. [07.40] Outcomes – Amanda explains what outcomes they achieved at Resolver by bringing customers and employees together as a business decision. [13.13] Training programs - If training is the answer, what's the question? Amanda shares why training programs fail most of the time and what we need to do to get real outcomes form them. [19.37] Leadership and management – We discuss the distinction between change leadership and change management. [26.21] Training on empathy – Amanda walks us through how they train employees on building empathy in their onboarding program at Resolver. [32.55] Inspiration – Wrapping up the conversation, Amanda shares where she gets her inspiration in her life to keep going. ResourcesConnect with AmandaLinkedIn - linkedin.com/in/amandaono/ Website - resolver.com/ Twitter - twitter.com/amandaono Book by John P. KotterLeading Change – goodreads.com/book/show/51370.Leading_Change

Today's episode of Be customer Led features Kimberly Wiefling, founding member & global consultant at Silicon Valley Alliances. Her superpower is uniting people of different nationalities, cultural backgrounds, and aesthetic preferences to accomplish a common goal. Kimberly has worked in the United States, Europe, and Asia. Also, she has visited Japan more than a hundred times to work with the culturally diverse staff of globalizing Japanese businesses. Throughout our conversation today, she imparts invaluable advice on creating an influential culture and leadership. [01:14] Background – Kimberly recounts the origins of her company, which she founded over two decades ago, and her professional journey. [04:36] Culture - Kimberly defines both corporate culture and leadership, and we talk about the relationship between the two. Also, we discuss the relationship between leaders and managers and whether one can be both, or if one must choose between being a leader or a manager.[09:42] Disconnection -  Kimberly outlines why firms fail to give what employees want and why there seems to be a disconnect between the company, its executives and managers, and its employees.[16:55] Culture in Japan -  What is the difference between the culture of Japan and Silicon Valley?[19:07] Leadership - Leaders are responsible for creating and maintaining a strong organizational culture. This involves modeling the desired behavior, celebrating successes that align with the cultural values, and correcting or dismissing behavior that goes against the cultural norms.[21:44] Culture - If you are a new leader and want to establish a company culture, Kimberly offers some suggestions on how to do so, as well as some actions you may take as an individual to alter an existing culture that is toxic or unappealing. [25:08] Action, Communication, and Thinking - The ACT framework is a simple and effective way for leaders to understand their roles and responsibilities.Resources:Connect with Kimberly:LinkedIn: linkedin.com/in/scrappykimberlywiefling/Website: wiefling.com/Website: kimberlywiefling.com/Silicon Valley Alliances: siliconvalleyalliances.com/

The CEO of Wine Access, Inc., Joe Fisch, joins Bill Staikos on this week's episode of Be Customer Led. Through careful selection, engaging narratives, and impeccable provenance, Wine Access makes finding and enjoying the world's most inspiring wines simple. During this episode, Joe discusses a variety of the experiences, insights, and perspectives that he has gained throughout his time working in the wine industry. [02:37] Background –  Joe describes his professional career, including the steps that ultimately resulted in the launch of his company. [05:47] Wine Access –  How exactly does Wine Access cater to the needs of its customers? [09:09] NPS – NPS, CX, and the Wine Industry[13:37] Personalization – Joe explains how quickly they swing into action when a customer is having a bad time with their service. On top of that, he details his company's usage of customization. [19:05] Customer Satisfaction -  We talk about how to strike a balance between maximizing profits and sales and providing a satisfying experience for customers.[25:33] Guest’s Question: In response to the previous guest's question, Joe outlines his interest in philanthropy and donating.Resources:Connect with Joe:LinkedIn: linkedin.com/in/joefisch/Website: wineaccess.com/App: apple.com/us/app/wine-access/id1642804318

This week on Be Customer Led with Bill Staikos, we interview Stacy Salvi, Vice President of Strategy at Movano Health. Movano Health is creating a portfolio of purpose-driven healthcare products to bring medical-grade, high-quality data to the forefront of consumer health devices. They are on a mission to empower and inspire you to live a healthier, happier life by integrating crucial health data with individualized intelligent feedback in stylish form factors tailored to your specific lifestyle and present you with the data most important to you. Throughout today's episode, Stacy elaborates on Movano's mission and delivers her insights on wearable technology and the customer experience.[00:28] Journey – Stacy describes her exciting journey thus far. In addition, she details her work at Movano and the company's emphasis on women. [07:27] Wearable Technology - How has technology worn on the body progressed? How has the consumer's viewpoint evolved?[09:41] Other Use Cases - Stacy shares where besides healthcare, she sees the most pressing need for wearable technology. [12:30] The Combination – Customer Experience, User Experience, and Product [18:49] The Future – What does the future hold for wearable technology?[24:09] Guest Question – Stacy's Question: How do you find balance in your life and translate that into your working life?Resources:Connect with Stacy: LinkedIn: linkedin.com/in/stacysalvi/

Janet Polach, executive coach, speaker, author, and retired marine, joins Bill Staikos for this week's episode of Be Customer Led. Janet has extensive training and expertise as an executive coach and leader-builder. Leaders throughout the world have benefited from her coaching and guidance. She has a Ph.D. in Organizational Leadership and Development from the University of Minnesota and is a retired Marine lieutenant colonel. Today's session focuses on her insights and advice for aspiring and established leaders alike in the realm of coaching.[01:20] Janet's Background – Janet commences the conversation by detailing her background.[05:54] Bill as a Leader - Janet gives Bill a leadership coaching session, during which she questions him on several themes and delivers insights. [11:56] Culture of Feedback – The concept of receiving regular feedback. [17:44] Coaching – Role of coaches, their impact and importance, and underlying reasons why most middle-aged individuals hesitate to get the support they need. [23:40] Tools for Success - How can middle-level managers ensure they are equipped with the necessary tools for success and do not lose personnel at their level or below?[28:18] Inspiration –  Janet responds to the question of which leaders she admires and where she finds inspiration.Resources:Connect with Janet:LinkedIn: linkedin.com/in/janetpolachphd/Mentioned in the episode:The Seven Mistakes New Managers Make: How to Avoid Them and Thrive: goodreads.com/book/show/61877493-the-seven-mistakes-new-managers-make

Trey Hoffman, Vice President of Customer Experience at Fleetio, joins the Be Customer Led podcast for this episode. Fleetio's software enables global organizations to track, analyze, and enhance fleet operations. In today's episode, Trey, who has a deep-seated interest in assembling formidable teams to aid clients in achieving their goals by employing novel approaches, discusses his experiences in this regard.[01:03 Trey's Journey – Trey recounts his experience and describes what Fleetio offers its customers. [09:10] Evolution of the Team - Trey explains what he was looking for in the CX team when he joined Fleetio, how Trey structured the team, and the change in the team structure he is most proud of implementing.[16:09] Team's success - Defining what constitutes success for the team.[19:34] Customer Feedback - Trey describes how he will relay customer feedback to the product board.[24:07] Customers' Success - How to measure the customers' success? How to balance focusing on different customer types and deciding whom the company wants to invest the most? [30:22] Future – Trey expresses his desires regarding his discipline.[33:18] Trey's answer – Trey responds to the previous guest's questioning regarding the brand experience that has been relevant, proactive, and responsive to his needs.Resources:Connect with Trey:LinkedIn: linkedin.com/in/treyhoffman/