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
10 Tips To Enhance Employee Experience as a Design Principle | EPS 56
In Podcast #56 we dive into the big question: how do you use Employee Experience (EX) as a design principle for every CX-transformation? Zanna explains why the mantra “there’s no CX without EX” only matters when you make it concrete. Expect straight-talking examples, behavioural-science nuggets and loads of practical energy. You’ll learn:
- how customer drivers translate one-to-one into meaningful work for employees;
- why “tiny habits” accelerate culture change without adding time to anyone’s day;
- the three weekly questions every leader should ask to uncover EX barriers;
- plus the ten indispensable tips to embed EX in any CX programme.
The 10 tips in a nutshell
- Connect all the dots in your transformation story. Show how every CRM, HR or digital initiative serves the customer and the employee.
- Link customer drivers to meaningful work. Human drivers such as personal attention create five-times more impact and resonate instantly with staff.
- Create journey & channel teams. Break silos by letting colleagues co-own one customer journey—instant insight and energy.
- Always mirror the employee journey to the customer journey. Map the internal steps behind each customer step and eliminate waste.
- Co-create ‘tiny habits’ with employees. Use playful internal campaigns (think angels, warriors, heroes) so teams choose micro-actions that boost key drivers.
- Anchor tiny habits in existing routines. Tie every micro-action to something people already do, so it costs zero extra time.
- Equip leaders to talk CX daily. Provide managers with a “question menu” like: “When did you have real customer impact last week?”
- Ask relentlessly about barriers. Make “What’s blocking you from delivering great CX?” a standing check-in item.
- Measure your human-centric culture twice a year. A survey on the three pillars—customer, employee, purpose—shows whether the pieces click.
- Weave CX, EX & purpose into recruitment (and onboarding!). Let candidates solve real customer cases and share authentic purpose stories instead of PowerPoints.
👉 Listen to the full episode for stories, examples and quick wins to drive even more human-centric 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