Zanna van der Aa

Give leadership a small role in your CX transformation… (yes, you read that right)

“Zanna, we mostly struggle with how to get our board and management more involved in CX.” A common challenge. Caused by common pitfalls.   Pitfall 1: We need a business case Many CX programs start with this question: we need to make a business case for CX. That was certainly important about 10-15 years ago. …

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In 5 steps to successful Customer Experience transformation

According to Forrester, some 80% of CX initiatives lack execution power. I like to add: and business impact. CX is surrounded by fluffy and vague stuff, in part due to CX professionals themselves. Research that translates poorly into action, CX departments too far removed from operations, too much focus on new hypes and tools instead …

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Five tips for successful digital transformation thanks to customers ánd employees

Digital transformation… Customer Experience transformation… These are easily and frequently mentioned terms, but making them truly tangible is often a challenge. As a loyal reader, you now know that I advocate for a specific driver technique based on my PhD (watch this video with the most common mistakes in CX if you want to learn …

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