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 Rob Paauw (PostNL) | EPS 53
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
Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months.
🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online.
👉 Start your journey: https://academy.zannavanderaa.com/en
More info?
Newsletter -> https://zannavanderaa.com/cxleague/
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