In this special edition of the Inspiring Women in CX podcast, celebrating the 2025 Inspiring Women in CX Awards Winners, Clare Muscutt sits down with Susanna Baqué, Senior Director, Global Customer Experience and our Culture Award winner! Shaped by a profoundly personal experience, Susanna shares her inspiring journey, revealing how vulnerability and empathy transformed her workplace – and customer experiences. Clare and Susanna explore: Leading with empathy and inclusion to drive meaningful connections with employees and customers The courage of vulnerability in leadership and how it sparks transformative cultural change Practical strategies for building psychological safety and fostering thriving teams The power of authentic, people-first leadership in shaping extraordinary workplaces Lessons on collaboration, belonging, and lifting others as you rise This episode celebrates Susanna’s remarkable leadership and the thriving CX culture she’s built. Packed with real-world insights, it’s an inspiring listen for anyone looking to create genuinely human-centred workplaces.
In this special edition of the Inspiring Women in CX podcast, celebrating the 2025 Inspiring Women in CX Awards Winners, Clare Muscutt is joined by Stine Marsal, CEO & Founder of InklusioNordic and Experience Management Consultant, and our Inclusion Award winner! With unwavering commitment and fierce passion, Stine has devoted her career to breaking down barriers for marginalised people in customer and employee experience. Drawing on her own lived experience and the voices of those too often overlooked, she is a true advocate for designing inclusive journeys that work for everyone. In this powerful episode, Clare and Stine explore: The personal motivation behind Stine’s fight for inclusion and why representation matters How designing for the edges creates smoother, more accessible experiences for all The commercial power of inclusion — and why accessibility is as profitable as it is ethical Tackling cognitive overload and removing the “burden of explanation” from marginalised customers Standing firm in the face of global DEI backlash and why resilience is key A conversation marked by honesty, passion, and practical insight, this episode demonstrates the power of inclusion in action. Stine’s story is a rallying call for CX leaders everywhere to put inclusion at the heart of their work – not as an afterthought, but as the foundation of truly great customer experiences.
In this powerful episode of Inspiring Women in CX, Clare Muscutt is joined by Kerry Sudale, a leading CX and Contact Centre recruiter and passionate advocate for inclusive, people-first hiring. With the market more competitive than ever, Kerry shares her expert insights on why so many talented CX leaders are currently on the open market—and what it really takes to stand out and secure the right role. Together, Clare and Kerry explore: The real reasons behind the CX job market squeeze The most common mistakes job seekers make (and how to avoid them) How to build a personal narrative that balances confidence with authenticity Practical strategies for resilience, self-promotion, and staying visible during a tough search Kerry also opens up about her own journey, the challenges she’s overcome, and the role that community has played in shaping her career and mission. Whether you're actively job hunting, navigating uncertainty, or thinking about your next move, this episode is packed with real talk, actionable advice, and inspiration for women in CX at every stage of their career.
In this episode of Inspiring Women in CX, Clare Muscutt speaks with Obi Santos, a passionate CX leader and cross-functional change agent, about one of the biggest challenges facing customer experience professionals today: silos. Obi shares her perspective on why, despite all the talk about alignment and collaboration, silos still persist—and what it really takes to overcome them. Together, Clare and Obi explore: Why silos are so hard to break—and why they’re still everywhere What actually works when it comes to uniting data, teams, and processes The common traps that derail CX collaboration One powerful change that could help organisations truly deliver joined-up experiences Obi also reflects on her personal journey, a challenge she’s overcome, and how being part of a community has helped her grow both personally and professionally. If you’re tired of CX efforts that feel disconnected and want to create real impact, this episode is for you.
In this intimate and inspiring episode, Clare reconnects with Freya Finnerty—agile product leader, CX professional, queer woman, and proud solo mum to baby Fox. After first working together at Sainsbury’s, the two reconnected when Clare shared her own IVF journey on LinkedIn—opening the door for a conversation that goes far beyond career. Freya opens up about choosing solo motherhood, navigating IVF as a gay woman, and how her background in agile product management unexpectedly prepared her for the emotional complexity and unpredictability of the journey. With warmth, honesty, and reflection, she explores how becoming a parent has reshaped her sense of identity and leadership. A must-listen for anyone considering IVF, solo parenthood, or simply doing life—and work—on their own terms.
“They have to start acting like leaders before they actually get the title or get the position. They have to take the opportunities. They have to be curious, agile, flexible.” In episode #806 of the Inspiring Women in CX podcast, Clare is joined by Managing Partner Michelle Ansell for a refreshing and honest conversation about the winding road of career progression, the realities of leadership and what it really takes to thrive in a competitive landscape. Michelle shares her story of navigating a non-linear career path–starting out in insurance, moving into recruitment and eventually launching her own business. She credits her success to persistence, mentorship, and seizing opportunities, even when she didn’t feel completely ready. Together, Clare and Michelle unpack the myth of the ‘perfect’ career path and why so many women feel pressure to follow a linear trajectory. They discuss women's tendency to undervalue their potential and wait until they feel 100% ready before taking the next step. Drawing on her extensive recruitment experience, Michele dispels common misconceptions about career growth and highlights the importance of visibility. She shares how learning to feel comfortable being seen and heard can open new doors—and why taking ownership of your career means showing up, speaking up, and trusting your instincts. 🎧 With real talk, practical advice, and empowering insights, this episode is a must-listen for anyone feeling stuck or underestimated in their career. Tune in now!
“There is actually a growing issue called presenteeism. It's when people are showing up at work, but they're either unwell, or they're burnt out, or they are just not able to do their best work. There was a recent survey which was conducted, it's a government survey. And it's shown that presenteeism…has cost UK businesses 25 billion pounds since 2018.” In episode #805 of the Inspiring Women in CX podcast, Clare is joined by CEO and Founder Clare White for an insightful and energising conversation about building human-centred organisations through culture, leadership and employee empowerment. Clare shares her “wiggly” career journey, from a passion project in horse racing to leading large teams and shaping CX at global brands like P&G, Microsoft and Disney. A defining moment came when she led a culture transformation at an organisation struggling with poor performance, unhappy clients, and disengaged employees. This experience sparked her passion for culture and employee experience, reinforcing the vital role of a healthy, supportive work environment and ultimately inspiring her to launch her own company to help others do the same. She offers game-changing insights into creating workplaces where people thrive, highlighting the power of psychological safety, continuous feedback, and truly empowering employees. Together, both Clare’s—without the ‘I’—unpack the role of leadership in embedding company values and the real cost of neglecting employee wellbeing, particularly the rise of presenteeism. They also explore the often-overlooked link between customer-facing and back-office teams, revealing why CX success depends on the entire organisation working together—not just those on the frontline. Tune in now to discover why, if your employees aren’t thriving, your customers won’t either—and what you can do about it.
“I think my piece of advice would be to take a real honest, hard look at…either yourself or your business. If you are communicating that you want to be a customer-centric company or organisation, then take a real honest hard look at, are we actually that?” In episode #804 of the Inspiring Women in CX podcast, Clare is joined by CX Consultant Joanna Carr for a candid and insightful discussion on customer experience strategy, the pitfalls of “CX-washing”, and the reality of delivering on brand promises. Joanna shares her career journey, from beginning behind the tills in Tesco to shaping CX at retail giants including Estee Lauder, Selfridges and Rituals. She also reflects on the community's pivotal role in her transition to CX consulting, proving the power of connection and support. Clare and Joanna unpack real-world CX failures, from frustrating self-service checkouts to rigid corporate policies that hinder customer satisfaction. They discuss the critical importance of aligning operating models with CX strategy and ensuring that technology is a tool to enhance, not replace human connection. This conversation serves as a powerful reminder that creating a seamless customer experience isn’t by accident—it takes intention, investment, and a genuine commitment to turning brand promises into reality. The episode wraps up with a compelling call to action: businesses must take an honest, reflective look at their customer-centricity and ensure they don't make promises they can't keep. 🎧 Tune in for a thought-provoking conversation on building CX strategies that make a real impact and truly deliver for your customers!
“Imposter syndrome normally shows up when you're exposing yourself in a way that you haven't exposed yourself before. And what it's telling you is…'Hey, you're uncomfortable, maybe you need to practice a bit more of this’.” In episode #803 of the Inspiring Women in CX podcast, Clare is joined by Executive and Leadership Coach Natalia Cerezo Martin for an honest and empowering conversation about imposter syndrome, emotional intelligence, and building confidence as a CX professional. Natalia shares her inspiring journey, from boldly transitioning from events to the cybersecurity industry - a space far outside her comfort zone - to starting her own business. She discusses cultivating her “Shine File” as a tool to combat self-doubt and celebrate her wins. Natalia opens up about the emotional challenges of stepping into unfamiliar territory, the value of embracing vulnerability, and the power of asking the right questions to fuel personal growth. Together, Clare and Natalia explore the realities of imposter syndrome and how it can be a powerful catalyst for success—pushing you to grow, learn, and break through limitations. They discuss the importance of psychological safety on fostering success and how community can be a game-changer. Natalia also reflects on how her connection with WiCX gave her the courage to pivot into coaching and entrepreneurship, proving the transformative power of support and shared experiences. Packed with relatable stories, actionable tips, and a reminder to trust in your own abilities, this episode is a must-listen for anyone ready to navigate challenges with confidence and step into their full potential. 🎧 Don’t miss it!
“With all the will in the world, you cannot change the organisational strategy. It's not up to you to decide. Even if you are fortunate enough to be on the board, you are a contributor to a decision that other people will have a say on. So contribute effectively.” In episode #802 of the Inspiring Women in CX podcast, Clare is joined by Founder and CEO Olga Potaptseva for a thought-provoking conversation on aligning customer-centricity with organisational strategy to drive impactful change. Olga shares her expertise on uniting people, processes, and technology under a shared purpose, breaking down silos to empower teams and enhance the customer experience. Together, Clare and Olga delve into the human side of transformation—exploring how empathy can bridge departmental gaps and foster innovation and collaboration. Reflecting on her own leadership journey, Olga opens up about embracing her strengths, nurturing potential in others, and evolving her approach to driving meaningful change. Packed with practical insights and heartfelt reflections, this episode is a must-listen for leaders and teams striving to build purpose-driven, harmonious workplaces. Tune in to discover how to transform your approach 🎧
“I wanted to leave to almost grow. I was part of the furniture… I didn’t like the feeling of being that. I wanted to have the confidence to step out of the shadows… and believe more in myself.” In episode #801 of the Inspiring Women in CX podcast, Clare is joined by Chief Operating Officer Katie Costello for a heartfelt discussion on navigating career transitions, facing redundancy, and turning uncertainty into a powerful opportunity for growth. 💪 Katie shares her personal story of stepping out of her comfort zone after leaving her long-term role at Waitrose. She opens up about the emotional highs and lows of job searching, the importance of self-belief, and how she found clarity by taking things one step at a time. With practical tips on updating your CV, preparing for interviews, and embracing expert support, Katie offers listeners a roadmap for navigating career changes with patience and self-compassion. Clare and Katie also explore the power of community and connection - how networking and leaning into professional communities can offer not just practical guidance but also emotional support. Katie’s message is clear: be kind to yourself, seek support, and remember your worth. This episode is packed with insight, inspiration, and actionable advice for anyone facing change in their career. Don't miss it! 🎧
“The biggest challenge I think the CX industry has got is the fact that it’s become an industry.” Joined by John Sills, Managing Partner at The Foundation, in episode #709 of the Inspiring Women in CX podcast, we explore the alarming disparity between the booming CX technology market and actual improvements in the experience felt by customers. Sharing his perspective on the state of CX today, advocating for real immersion into customers’ lives over endless feedback surveys, and emphasising the role of empathy and understanding over technological solutions, listen to the full episode now. To join the world’s first online community for women in customer experience and technology, visit www.womenincx.community/membership and sign up today.
Does the othering of women and minorities contribute to imposter syndrome? 🤔 Following our epic International Women’s Day event in London and expanding on the panel discussion that took place, in episode #707, we talk to Ewa Davenport, CX Senior Transformation Director at Kantar about systemic bias, how often there isn’t malice involved, and using our own power to educate others, call out inappropriate behaviours, and stand up for those less privileged than our selves. 📣 Focusing on imposter syndrome throughout Women’s History Month and beyond, we aim to draw attention to this very real issue, foreground the very real consequences, and by doing so, inspire those who have the power to effect change to join the movement. 🤝 To learn more about our mission and become a member today, visit www.womenincx.community/membership.
With fewer barriers today, why aren’t we making the inroads that we should be? 🤔 … that’s the question raised by today’s inspiring woman in CX, the Co-Founder of Neos Wave, Maria McCann. Citing the stagnant transformation failure rate, a lack of reduction in cost to serve, and declining customer satisfaction, Maria explains why she believes that industrial-sized CX frameworks are to blame. ❌ Sharing a ‘cringe-inducing’ anecdote and shining a light on the state of CX today, in episode #705, Clare and Maria discuss our obsession with metrics and KPIs above and beyond using common sense and providing kind and compassionate service, how frameworks intended to unify and elevate benchmarks are instead killing our creativity, and whether we’re losing sight of the end goal – improving experiences for customers. To join the world’s first online community for women in customer experience and technology, visit www.womenincx.community/membership and sign up today!
TW: Please note, this incredibly courageous episode contains discussions of abuse and childhood trauma, as such, listener discretion is advised. If empathy isn’t the answer, what is? 🤔 Joined by Andreena Leeanne, a Lived Experience Speaker and the Author of the poetry book ‘Charred’, in episode #704, she and Clare explore the concept of intersectionality and its importance when creating spaces for others to show up as their full, authentic selves, discuss whether it’s truly possible to empathise with someone whose lived experience is different to that of our own and foreground why “not seeing” race, colour, and gender isn’t enough if we’re to create a kinder, more inclusive world for everyone. ❌ To join the world’s first online community for women in customer experience and technology, visit www.womenincx.community/membership and sign up today.
Why is CX failing, and as leaders, what can we do about it? 🤔 With some “cheeky” questions for former CEO of the CXPA, Diane Magers, in episode #702, Clare and Diane debate the metrification of CX and how it’s become synonymous with a score, the mindset, skills and capabilities we need as CX leaders to succeed not just today but in the next generation, and how we can create clear business value in the here and now, ensuring, that like marketing and sales, our jobs are safe. So, rather than a focus on lagging indicators, NPS and certification, how can we be proactive, collaborate, and adapt to the business problem to meet the customers’ needs and demonstrate the financial impact of the experience too? 💲 To join the world’s first online community for women in customer experience and technology, visit www.womenincx.community/membership and sign up today!
What’s Beanboozled got to do with customer experience? Armed with disposable lab coats and with the warning sign in place, in episode one of our fully reloaded, increasingly audacious new series, Sandra Thompson details all about her “highly sensory” employee experience workshop and how, through a game of bean roulette, she served up a stark reminder to us all about the taste we leave in customers/employees’ mouths. As well as highlighting the importance of psychological safety and the significant impact that our actions have on others, Sandra shares her thoughts on the current state of CX, her predictions for 2024 and explains why brushing up on our business acumen is key if we’re to influence the agenda. To join the world’s first online community for women in customer experience and technology, visit www.womenincx.community/membership and sign up today!
In episode #602 of the Inspiring Women in CX podcast, Clare Muscutt talks to Charlotte Kennett, the Senior Director of Global Customer Experience at SS&C Blue Prism, about… ✨ Embracing your uniqueness and using it to your advantage 🤝 The relationship between CX and Marketing 👩💼 The importance of authenticity, especially in leadership roles 👨👩👧👦 Federating communities and accelerating the time to value 📊 How metrics indicate that the work being done is tangibly improving revenue For more information on joining the world’s first online community for women in Customer Experience, head over to www.womenincx.community/membership.
⚡ Season 6 is here ⚡ In episode #601 of the Inspiring Women in CX podcast, Clare Muscutt talks to Natasha den Dekker, the Lead User Researcher at Santander, about… 🆚 The similarities and differences between CX and UX and the intersections between them both 🪓 The various disciplines User Experience is split into and what those roles look like 🆘 How failure is one of life’s biggest lessons and is vital for our personal development 🗣️ The importance of being an assertive leader and using modal verbs to communicate more efficiently 🤝 Embracing and celebrating our diversity and the unique insight it brings to CX/UX For more information on joining the world’s first online community for women in Customer Experience, head over to www.womenincx.community/membership
In episode #510 of the Inspiring Women in CX podcast, Clare Muscutt talks to DeAnna Avis, Founder of Starfish CX and Engagement Lead at Watch This Sp_ce, about… 💼 Her impressive career trajectory from working at Teledyne e2v and leading the CX transformation at Solus ARC (Aviva) to becoming an independent consult 🤝 Her integrative approach to coaching and how this enables her to view the ‘whole’ person 🙋♀️ Her experience as a Mexican American immigrant and how this informs her passion for blending CX and DEI to drive positive change ⚠️ The fundamental issues surrounding identify that need to be addressed and how Customer Experience professionals can pave the way for change ✨ Embracing the concept of being an intrapreneur – creating a vision for yourself, and your future, and stepping into it For more information on joining the world’s first online community for women in Customer Experience, head over to www.womenincx.community/membership