Be Customer Led

Meet Brian Schiff, Co-Founder and CEO of Flip, a purpose-built Voice AI for automating customer support calls - trained on over 300 million successful calls across hundreds of brands.Brian shares how Flip started and explains how their technology replaces old, frustrating IVR systems with natural, conversational voice experiences. Instead of pressing numbers, customers can simply speak and get real help faster!The discussion covers how AI now understands everyday language and works alongside human agents rather than replacing them. Brian explains how Flip handles common customer requests like order updates, returns, and cancellations, and how AI can manage a large share of calls while improving customer satisfaction. We also discuss how success is measured, using metrics such as wait time, call resolution, and customer satisfaction. The episode ends with a look at the future of voice AI and how better conversations can drive stronger business results. Highlights[01:31] Brian's Background and Flip's Origin [04:40] AI's Role in Transforming Customer Experience [07:02] Flip's Unique Approach to Voice AI[16:36] Balancing AI and Human Interaction [19:24] Metrics and Success Measurement [24:27] Handling Complex Transactions [27:35] AI Handling Contact Volume [35:07] Deployment and Analytics [38:53] Future of Voice AIConnect with Brian:LinkedIn: linkedin.com/in/bschiff/Website: flipcx.com/

Meet Matt Marcotte, the founder of The M2 Collaborative, a leadership coaching and brand strategy consultancy.This conversation follows Matt's 34-year career in retail and his time at Salesforce. Matt calls himself a "consumer anthropologist" because he loves understanding why people behave the way they do.He believes that great customer experiences start with employees who feel valued and supported. When people believe in what they do, they create stronger connections with customers.Matt talks about key ideas from his book, Built on Belief, such as "people not products" and "belief fuels commitment." He explains the difference between a culture where employees only follow rules (compliance) and one where they care and take ownership (commitment). He shares real examples from places such as Apple, Trader Joe's, Chewy, and Zappos to show how strong cultures are built.Matt also gives simple steps for leaders: know why you want a commitment culture, understand where you are now, move in small steps, and involve employees in shaping the future.[03:22] Matt's Career Journey[06:44] Key Themes in Matt's Consultancy and his Book [11:53] Culture of Compliance vs. Culture of Commitment [19:54] Building a Culture of Commitment [24:43] Starting with the Heart [33:05] Examples of Starting with the Heart [39:53] Practical Steps for Shifting to a Commitment Culture Connect with Matt:LinkedIn: linkedin.com/in/mamarcotte/Website: m2collaborative.com/Mentioned in the episode:Built on Belief: Why Cultures of Commitment Are the Competitive Advantage: amazon.com/Built-Belief-Commitment-Competitive-AdvantageBlueprint for Customer Obsession: amazon.com/Blueprint-Customer-Obsession-Marbue-Brown

Meet  EJ Kritz, Chief Experience Officer of DBSI, a company focused on designing the bank branch of the future. He explains how DBSI brings together design, technology, digital signage, and modern banking tools to create better in-person experiences. EJ also talks about why branches still matter today and how they are becoming community-focused spaces supported by digital and problem-solving specialists. He emphasizes the importance of empathy, curiosity, and adaptability in banking, highlighting that human skills are just as essential as technical ones. Overall, the discussion shows how innovative branch design can help banks stand out and better serve their customers. HIGHLIGHTS[01:06] EJ's Journey to DBSI[02:54] Overview of DBSI's Services [05:21] The Future of Bank Branches [10:49] The Role of Digital and Problem Resolution Specialists [18:15] Branch Design and Customer Experience [21:19] The Evolution of Bank Branches [32:50] The Impact of Branch Design on Customer Experience Connect with EJ:LinkedIn: linkedin.com/in/ejkritz/Website: dbsi.com

This discussion explores the perspectives of Casey Denby, VP of Strategic Accounts & Partnerships at Zenarate, on customer experience excellence and the strategic use of AI.Casey explains that Zenarate is a leading frontline simulation and coaching platform that automates role-play to improve training effectiveness, reduce turnover, and enhance the customer experience. He highlights how AI powers realistic conversation simulations, helping new hires build confidence and proficiency while maintaining consistency.The discussion also covers the impact of Zenarate on attrition, the importance of competence in shaping customer experience, and the balance between compliance and empathy. Casey concludes by emphasizing practical AI applications in CX.Highlights[00:36] Casey's Career Journey [04:38] Overview of Zenarate[08:50] AI's Role in Zenarate[12:41] Attrition and Training Effectiveness [20:59] Customer Experience and Compliance [39:04] Implementation Challenges and Opportunities [42:31] Future of AI in CX Connect with Casey:LinkedIn: linkedin.com/in/caseydenby/Website: zenarate.com/

This conversation explores the career journey of Brad Shaw, CEO of Livepro, and his views on knowledge management in the age of AI. Brad explains why AI needs accurate, well-managed information to produce reliable answers. He highlights the risks of using crowdsourced content and stresses the importance of having a single trusted knowledge base across all channels.Brad also shares how organizations can keep their knowledge up to date by using feedback, analytics, and regular reviews. He discusses how AI may help with future updates, but human oversight will still be essential. He ends with simple advice for CX leaders: keep your knowledge organized, approved, and always up to date![02:55] Brad's Career Journey [06:34] The Importance of Knowledge Management in AI [10:06] Challenges and Misconceptions in AI and Knowledge Management[15:24] Applications of AI-Ready Knowledge Bases [20:48] Keeping Knowledge Bases Up to Date [32:11] Future of Knowledge Management and AI [38:30] Advice for CX Leaders [39:57] Contact Information Connect with Brad:LinkedIn: linkedin.com/in/brad-shawEmail: brad.shaw@livepro.com

In this talk, Matt Bruno, Chief Revenue Officer at Laivly, explains how Laivly grew during the pandemic and how its AI tools make customer service agents' work easier and more effective.Matt discusses why AI projects in contact centers often bring strong results and how Laivly's platform, Sidd, supports agents by guiding them in real time, automating tasks, and improving customer satisfaction. He also shares real success stories with clients and discusses the future, where agents use AI to build stronger, more personal connections with customers while maintaining the human touch. [02:35] Matt's Career Journey [05:16] Challenges and Successes in AI Deployments [07:09] Laivly's Approach to Agent Assist and AI Agent [14:56] Technology and Integration at Laivly[24:03] Examples of Laivly's Impact on Client Success [36:57] Future of Customer Experience and Agent Roles Connect with Matt:LinkedIn: linkedin.com/in/matthew-brunoWebsite: laivly.com/Email: matt.bruno@laivly.comMentioned in the episode:The AI Mindset: Thriving Within Civilization's Next Big Disruption: amazon.com/AI-Mindset-Thriving-Civilizations-DisruptionBlueprint for Customer Obsession: amazon.com/Blueprint-Customer-Obsession-Marbue-Brown

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