I first met Tom DeVries when he was giving a keynote at the 2024 CXM 360 Conference at Michigan State University. Tom took an unorthodox approach to the keynote by not talking for the first 5 minutes. What? Yup! He used non-verbals, videos, and audio cues to engage the audience.

Tom has built a successful design firm and has shifted his focus in the last 12 years to include customer experience. He is an expert in human-centered design and has worked with some of the biggest brands in the US.

He shares some invaluable wisdom in this episode including:

• CX Metrics vs. Genuine Improvement:
• Tom criticizes organizations for focusing too much on CX metrics rather than genuine improvements.
• Operational Changes for Better CX:
• He suggests that organizations should initiate changes at the operational level before implementing measurement systems.
• Transformative Change in CX:
• Tom speaks about the need for transformative change in CX.
• Adaptability in CX Roles:
• Tom notes the importance of learning how to learn and adapting quickly in the current business environment. How can CX leaders foster a culture of adaptability within their teams?
• Case Studies and Pilot Programs:
• Tom emphasizes using case studies and pilot programs to demonstrate CX improvements. He discusses some key elements that should be included in a case study to make it impactful
• Brand Behavior and Customer Perception:
• The episode discusses how a brand is defined by its behavior and how it is perceived through customer experiences.
• The episode touches on the idea that brands today compete for relationships rather than transactions. How can businesses effectively build and maintain strong relationships with their customers?
• Shifting from Mechanical to Ecosystem Thinking:
• He urges businesses to shift from mechanical to ecosystem thinking. In what ways can adopting an ecosystem mindset benefit an organization in today’s fast-paced environment?
• Storytelling in Brand Strategy:

The role of storytelling in brand strategy is highlighted in the episode.

The episode is loaded with useful insights; some of which challenge traditional CX approaches.

Meet Tom:

Tom DeVries is a creative, straight-shooting strategist with a reputation for crafting industry-leading products,

brands, and experiences. By fusing business, technology, and humanity, he creates solutions that hit hard, turn

heads, and boost bottom lines. As the founder of ThoughtFull, an award-winning design firm, and Crucx, the world’s simplest customer

experience operating system, Tom drives growth by liberating organizations and their customers from the ordinary.