Discovering CX Transformation
Based on her PhD in CX and her 25+ years of experience driving CX transformation programs globally, dr. Zanna van der Aa explains the core concepts of Customer Experience transformation, navigating you through the sense and nonsense, sharing do's and don'ts, lessons learnt and successful, inspiring interventions.
She combines her scientific background with a very no-nonsense, pragmatic, energizing approach that you can apply immediately in your day-to-day work. Always connecting it to her vision of creating more Human Centric organisations by focusing on the three pillars of successful CX transformation: customers, employees and purpose.
Discovering CX Transformation
Finding the Drivers of Customer Experience | EPS #4
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In this second episode, Zanna van der Aa (20+ years of experience in CX and PhD in CX) explains how you can find the drivers of customer experience.
Most organisations are struggling to find hard, steerable data that tells them: for this journey, topic x will get you to a 8 or 9+ five times faster than topic y.
Most research companies fail to deliver on that promise. They either analyze open texts or predefined list of topics customers could select or they use correlation (which is not the same as cause and effect!).
Zanna explains:
💡 the risks of not using smart statistics
💡 which smart statistics to use and the value they add
💡 the process how to find the drivers of your journeys
Zanna van der Aa combines 20+ years of experience in CX transformation with a PhD in CX.
Miranda Nijenhuis is Zanna's partner in crime for over 8 years now and in these podcasts she has the role of the interviewer. This podcast was recorded on Oct 28th, 2022.