In collaboration with CCW Europe Summit 2025

CCW Europe Summit 2025 unites CX pioneers to solve today’s challenges and shape tomorrow’s solutions. Dive into next-gen AI, journey redesign, and customer-centric growth with leaders from Google, Nestlé, Ryanair, and more.

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It was an absolute pleasure to have Bruce Temkin, one of the founders of customer experience and a leading figure in the field, on the CX Goalkeeper Podcast. Bruce's vast experience and insights into customer experience, transformation, and leadership are truly inspiring.

Bruce currently leads the Qualtrics XM Institute and has been focusing on customer experience and employee experience for a long time. He has a deep understanding of how people think and feel in different contexts, whether they’re customers, employees, colleagues, partners, fans, or patients. His mantra, "Experience matters, because people matter," is a testament to his dedication to improving experiences for all.

Episode Chapters

00:00 Game Start

01:09 Bruce Temkin introduces himself

02:01 Bruce shares the values that drive his life

03:50 Discussion on Experience Management

06:44 The difference between CX and XM

08:37 Bruce shares the six laws of Experience Management

14:33 Bruce's favorite law of Experience Management

16:11 Key leadership lessons from Bruce's career

21:04 Bruce's vision for the future of Experience Management

30:02 How to contact Bruce

30:39 Bruce's golden nugget

Deep Dive into the Discussion

• Understanding Experience Management
• The Difference Between CX and XM
• The Six Laws of Experience Management

1. Every interaction creates a personal reaction,
2. People are instinctively self-centered,
3. Customer loyalty is about emotions,
4. Customer feedback isn't enough,
5. Unengaged employees don't create engaged customers, and
6. Operational silos can cause bad customer experience.

• Key Leadership Lessons from Bruce's Career
• Bruce's Vision for the Future of Experience Management

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