We often assume that if we want to create real impact, we should start with the customer. Design better journeys. Collect more feedback. Innovate around their needs. That if we just listen hard enough, structure smart enough, ...

If you’ve ever felt like your CX team is pushing water uphill—mapping journeys, conducting research, collecting insights, and yet… nothing really changes—this one’s for you. Because I’ve had that feeling too. And when I spoke with Rob ...

Yes, I’ve told a potential client they were asking the wrong question. No, they didn’t walk away. In fact — they became a client. Let me take you back to a moment I’ll never forget. A senior ...

“But Zanna… isn’t CX something for the Chief Customer Officer? What does that have to do with me as CHRO?” If I had a euro for every time I’ve heard that question…  Let’s get one thing straight: ...

Let’s be honest: Customer Experience (CX) has become a bit of a buzzword. Over the past years, I’ve seen countless organizations invest in CX dashboards, workshops, journey mapping sessions… and yet, many of them miss the point ...

Let me start with the obvious: almost every organization I work with believes they’re doing journey management. They’re mapping stuff. They’ve got sticky notes. There’s a tool involved. Maybe even two. Everyone’s super busy. But here’s the ...

When people think about customer experience, their mind often jumps to retail or B2C—fast-paced transactions, NPS scores, and omnichannel tools. But let’s be honest: if you really want to test your CX muscles, try building it in ...