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
Interview Joana de Quintanilha (Forrester) | Human Centric CEO Series | EPS #40
In this episode of the Human Centric CEO podcast, we talk with Joana (Forrester) about the concept of journey centricity and how it helps organizations become more human-focused.
We explore how to go beyond mapping customer journeys to aligning the entire organization—its structure, processes, technology, and culture—around the needs and goals of customers, employees, and partners.
Joana shares her international career experiences and explains why journey centricity is more than a “CX” buzzword; it’s a strategic transformation tool that involves the entire C-suite, from CEO and CFO to CMO, CHRO, and CIO.
We dive into the practical steps to get started, how to build internal support, the importance of metrics and ROI, and how adopting a more human and playful approach can create true impact.
Recorded in Amsterdam in November 2024.
----
Want to know more about me?
LinkedIn: https://www.linkedin.com/in/zannavdun/
Blog: https://zannavanderaa.com/blog/
Podcast: https://open.spotify.com/show/1A3Liso...
Newsletter: https://zannavanderaa.com/cxleague/
(00:00) Introduction & Joana’s Background
(02:38) Early Career Lessons & Shift from Banking
(05:45) Starting in CX at Elsevier & Joining Forrester
(08:13) Defining Journey Centricity vs. Journey Mapping
(11:47) Why It Matters for C-Level Leaders
(15:27) Roles of CEO, CFO, CMO, CHRO, CIO
(18:23) Achieving Executive Alignment
(24:16) The Three Phases: Activate, Connect, Extend
(33:43) Tools, Technology & Avoiding Pitfalls
(36:44) Inspiring Examples & Cultural Change
(42:48) Introducing Fun, Flow & Connection
(48:45) Measuring ROI & Building Business Cases