Zanna van der Aa

Let’s dive into something I think we can all agree is crucial: elevating the level of Customer Experience (CX) in ways that truly resonate with both customers and the business. I recently had an eye-opening conversation that reminded me why I’m so passionate about this field. Whether you’re deeply embedded in CX work or just […]

Today, I’m excited to share insights from a rich conversation with Arjan from Salesforce, a leader in digital transformation who offers some powerful truths about why organizations need to think beyond just “digital” when they embark on these changes. Digital transformation—it’s the buzzword that seems to be everywhere. But what does it really mean, and

Welcome! Thanks for joining me here as we dive into one of the most important areas of CX transformation: leadership activation. This is something I’ve been reflecting on a lot lately, and I’ve realized just how crucial it is to get leaders truly involved—not just at the beginning, but as a sustained, embedded part of

Let’s be real: in most CX programs, there’s a lot of measuring going on. We’re gathering data from every angle—channels, touchpoints, journeys—you name it. But here’s the thing. All that data won’t move the needle if no one’s actually doing anything with it. You might have department X analyzing their bit, and department Y working

What does it really mean to lead? How can you unlock the full potential of your team while staying true to yourself? These are questions I recently explored in a candid conversation with Inge Dubois, a leader at Randstad Belgium who’s spent 25 years evolving in her career—learning, growing, and refining what leadership means to

Today we dive deep into one of my favorite topics today: how to take your CX (Customer Experience) strategy from operational to transformational. And believe me, there’s a BIG difference. It’s a topic I’ve been reflecting on for a while, and I know many CX professionals out there are feeling stuck in the weeds of

f you’ve ever sat in a meeting where someone excitedly throws around the term “benchmarking,” you’re not alone. It’s become one of those corporate buzzwords, like “synergy” or “digital transformation.” But is benchmarking really all that? Or are we just ticking boxes and convincing ourselves we’re improving when we’re… not? Spoiler alert: It’s a bit

Today, we’re diving into the world of the Net Promoter Score (NPS). You know, that little number of companies love to chase. But how much of it is really gold, and how much is just glitter?  Let’s uncover the origins, the value, and yes, the pitfalls of NPS. Trust me, by the end of this,