Curious how to turn CX from a support function into a true business driver? Rob’s story at PostNL shows what it takes and if you’d like to explore applying these principles, just send me a LinkedIn DM.

In this episode, I’m joined by Rob, one of the driving forces behind the Journey Factory at PostNL. Together, we explore how customer experience (CX) can move from being a support function to becoming a strategic driver of real business impact.

We talk about why many CX teams feel like they’re pulling a dead horse—and what needs to shift for your insights to actually lead to change. Rob shares how PostNL made the bold decision to only start journey projects that the business is committed to finishing. And yes, that means saying “no” more often.

You’ll hear:

- Why starting with the business problem, not the customer journey, changes everything
- How PostNL integrated CX into strategic decision-making with top-down commitment
- What makes a journey team actually effective (hint: it’s not the tooling)
- A brilliant example of customer empowerment through the “Ask the Driver” feature
- Why not starting a CX project can be the most powerful decision you make

This is an honest, practical and energizing conversation for anyone who’s tired of superficial CX and ready to make real impact.

Accelerate in Experience Academy

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More info?
LinkedIn -> https://www.linkedin.com/in/zannavdun/
YouTube -> https://www.youtube.com/@dr.zannavanderaa
Website -> https://zannavanderaa.com/
Dutch version podcast -> https://beleving.buzzsprout.com