Most CEOs agree Customer Experience drives business results. But few know how to make it work beyond the buzzwords.

In this episode, Dr. Zanna van der Aa shares the CEO án CX transformation lead perspective of her new book Once You See It — a practical guide for leaders who want to make human-centric transformation measurable, scalable, and real.

You’ll learn:

• Why 4 out of 5 CX programs fail — and how CEOs can prevent it
• The three-layered model to ignite, scale, and inspire transformation
• How to move from product-centric to human-centric systems
• What 21 leadership behaviors create lasting change
• Why compassion, courage, and reflection are the CEO’s most underestimated transformation tools

Zanna shows that CX isn’t a marketing initiative — it’s a strategic way to drive performance, culture, and purpose. Once you see it, you can’t unsee it.

Check out: zannavanderaa.com/onceyouseeit

And watch the video podcast Once You See It here.

About Dr. Zanna van der Aa:
25 years in CX Transformation | PhD in Customer Experience | Author of Once You See It | 250+ transformations across 25 countries | Worked with Randstad, Egon Zehnder, Allianz

#CEOLeadership #CustomerExperience #CXTransformation #HumanCentricLeadership #OnceYouSeeIt #SystemicChange #BusinessStrategy

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?
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

AI is transforming business, but not always in the right direction.
In CX, it’s easy to get lost in the hype. Tools that automate workflows are suddenly called “AI,” and efficiency becomes more important than experience.

This episode demystifies the five biggest myths about AI in Customer Experience—and shows how leaders can use AI to enhance the human experience instead of replacing it.

What you’ll learn:

• Why workflow automation ≠ AI—and why 90% of your business issues can be solved with the right IT basics
• Why “AI is moving fast” is true for startups, but not for corporate systems with legacy IT
• Why efficiency alone kills experience—and what design principles create a real win-win for business and people
• Why customer needs haven’t changed in 100 years (but the context has)
• Why removing friction isn’t enough—human connection drives satisfaction, not speed

The real power of AI?
To give people time back for what matters most: purpose-driven work, meaningful connections, and human flourishing.

For the video podcast 'AI and CX: Demystifying 5 Beliefs' click this link.

About Dr. Zanna van der Aa:
25+ years in CX transformation | PhD in Customer Experience | Author of “Once You See It” | 250+ transformations across 25 countries | Worked with Randstad, Egon Zehnder, Allianz

#CustomerExperience #CXTransformation #AI #HumanCentricLeadership #DigitalTransformation #SystemicChange

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?
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

Many CX teams struggle with getting leaders to actively contribute to customer experience transformation. While most leaders say they support CX initiatives, translating that into meaningful action is often the real challenge.

In this episode, we explore a proven 3-step framework for leadership activation:

1. Understand Their Needs - Move beyond generic approaches by having deep one-on-one conversations with leaders to understand their specific context, challenges, and daily rhythms.

2. Monthly Check-ins - Create sustainable accountability through regular touchpoints that focus on reflection and learning, not punishment.

3. Quarterly Reflection - Facilitate both individual and group reflection sessions to accelerate learning and peer support.

We discuss why investing time in understanding each leader's unique situation pays dividends, how to make customer centricity tangible through specific habits and exercises, and why the timing of leadership activation is crucial for transformation success.

Key insights include the critical importance of middle management in CX success, practical techniques for making abstract concepts concrete, and why reflection is fundamental to any meaningful organizational change.

This episode is essential listening for CX professionals, transformation leaders, and managers looking to drive authentic customer-centric culture change throughout their organization.

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?
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

In Podcast #56 we dive into the big question: how do you use Employee Experience (EX) as a design principle for every CX-transformation? Want to explore and learn more after this podcast? Just send me a DM on LinkedIn!

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

1. Connect all the dots in your transformation story. Show how every CRM, HR or digital initiative serves the customer and the employee.
   
   
2. Link customer drivers to meaningful work. Human drivers such as personal attention create five-times more impact and resonate instantly with staff.
   
   
3. Create journey & channel teams. Break silos by letting colleagues co-own one customer journey—instant insight and energy.
   
   
4. Always mirror the employee journey to the customer journey. Map the internal steps behind each customer step and eliminate waste.
   
   
5. Co-create ‘tiny habits’ with employees. Use playful internal campaigns (think angels, warriors, heroes) so teams choose micro-actions that boost key drivers.
   
   
6. Anchor tiny habits in existing routines. Tie every micro-action to something people already do, so it costs zero extra time.
   
   
7. Equip leaders to talk CX daily. Provide managers with a “question menu” like: “When did you have real customer impact last week?”
   
   
8. Ask relentlessly about barriers. Make “What’s blocking you from delivering great CX?” a standing check-in item.
   
   
9. Measure your human-centric culture twice a year. A survey on the three pillars—customer, employee, purpose—shows whether the pieces click.
   
   
10. 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?
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

Turning CX from a project into daily practice takes more than slogans. This episode shares a practical COO playbook and if you’d like to explore bringing this to life, just drop me a DM on LinkedIn.

In this episode of the C-suite series dr. Zanna van der Aa and Miranda Nijenhuis discuss the top five COO benefits and behaviors for successful CX transformation, aimed at executives who wonder: “How can I make sure that CX transformation in our organization is successful?”

Here are the 5 most valuable insights summarized:

Customer-led efficiency unlocks big cost savings. 33–40 % of calls or store visits can be prevented when you use the “first-time-right” metric and journey data; one client cut costs 25 % while raising satisfaction.

Break silos and align KPIs around one story. Journeys force finance, digital, call-center and other teams to see their shared impact, while COOs ensure that every department KPI rolls up to a single goal instead of conflicting targets.

Continuous improvement must be rapid and concrete. Adopt short cycles (Agile, SAFe) and tiny habits so change happens in daily work, not in theoretical models.

Solve the talent shortage through the CX ‘three pillars’. Start with customers, link to employees, then purpose; employees feel their impact and retention rises.

Guard the human side of digital & AI roll-outs. COOs must test fast yet ensure every chatbot or tool still serves employees and customers, not just efficiency metrics.

Together these five habits form a hands-on playbook that enables COOs to cut costs, improve the customer experience, and prove that CX transformation really works in day-to-day operations.

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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

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Want to know more about me?

LinkedIn: https://www.linkedin.com/in/zannavdun/
Blog: https://zannavanderaa.com/blog/
Podcast: https://open.spotify.com/show/1A3LisocpUo5F7bXiNqh5n?si=fe6a3a9277dd4ef9
Newsletter: https://zannavanderaa.com/cxleague/

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00:00:00 Why the COO is critical for CX transformation
00:02:31 The COO’s unique vantage point: from operations to experience
00:04:12 The 5 biggest CX benefits for COOs
00:06:47 From cost control to value creation
00:08:56 Driver analysis: prioritizing with hard data
00:11:22 Journey teams as the bridge between silos
00:13:36 Designing the right behaviors: the COO’s role
00:16:05 Why system thinking is human-cent

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?
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

Embedding CX into culture isn’t easy, but it’s possible. This episode unpacks a real-world playbook from Zain. If you’re keen to explore how to build the same momentum, feel free to connect with me through DM on LinkedIn.

In this episode, Zanna sits down with 25-year-old transformation lead Fahed Alshammari to unpack how Zain turned a one-line challenge—“infuse customer experience into the DNA of every Zainer”—into Unity, a region-wide culture movement. Fahed traces his leap from a dusty construction site to Zain’s innovation hub, where he helped crowd-source 600 frontline ideas in the first year. Purpose lectures and workshops then engaged ≈800 colleagues to co-create the telco’s first formal purpose statement, rooting CX in what employees genuinely care about. The result: CX ownership lives far beyond a department—it shows up in spontaneous elevator pitches and cross-country teamwork.

Together we strip the playbook to its essentials: Customer → Employee → Purpose, led by leaders who make themselves human. Fahed shares how Unity’s C-suite sponsors take an active role—recording frank video podcasts, modelling tiny habits, and backing every story with hard numbers—to turn buy-in into action. His final advice: draft a rock-solid six-month plan, AB-test just 5 % before you scale, and tell the personal stories that ignite change. If you’re wrestling with CX transformation, this conversation reveals how to sprint from ideas to impact—fast.

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?
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

Curious how to turn CX from a support function into a true business driver? Rob’s story at PostNL shows what it takes and if you’d like to explore applying these principles, just send me a LinkedIn DM.

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?
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

Tired of defending CX with vanity metrics? This video shows how to anchor it in hard data and if you’d like to discuss applying this approach, just drop me a DM on LinkedIn.

In this podcast, Zanna van der Aa challenges one of the most common requests she hears from leaders: "What’s the business case for CX?" Her response may surprise you.

Instead of trying to justify the value of customer experience with more benchmarks or theoretical slides, Zanna explains why this question often signals a deeper problem — and how to reframe the conversation to focus on measurable impact.

You’ll learn:

• Why asking for a business case can be a red flag
• How to shift from vanity metrics to hard, steerable data
• What happens when you run a driver analysis on just one journey
• How to achieve measurable CX impact within 3 months
• Why CX is not about CX, but about accelerating what matters most

Whether you're a CX professional, leader, or transformation manager, this video will give you a fresh, practical perspective on how to make customer experience work — not as a nice-to-have, but as a business-critical capability.

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?
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