Your CX Energy Boost!

Zanna van der Aa

Based on her PhD in CX and her 20+ years of experience with driving CX transformation programs globally, Zanna van der Aa shares all her knowledge with you, so you can enhance the impact of your own CX program even more. She always combines her scientific background with a very no-nonsense, pragmatic, energizing approach that you can apply immediately in your day-to-day work. read less
BusinessBusiness

Episodes

10 Survey Tooling Mistakes & How to Avoid Them EPS #28
May 8 2024
10 Survey Tooling Mistakes & How to Avoid Them EPS #28
Join the Champions League of  Customer Experience Transformation! Sign up for weekly inspiration: https://zannavanderaa.com/cxleague/For timestamps see below.You use this tool to send your customer and employee experience surveysbut you struggle getting the best out of the insights it provides…Listen to this podcast for 10 very clear pointers on how to manage to get the best value out of it. The 10 topics that are discussed:Short Survey ReligionNowadays it’s very common to ask a customer one question followed by an open text for feedback. But does this provide the insights you need to improve structurally and effectively?Maximize Measurements Many different touchpoints are measured, all of which together form a customer journey. Zanna explains why these measurements do not provide you with the right insights and how you can do this differently.Tricky TemplatesTooling parties often have templates available for sending surveys. A copy of this can be quickly made, but these are not necessarily templates that will give you the insights you need.Continuous MeasuringZanna explains what is the best moment to send your measurement and why it’s useful not to continuously analyze measurements.Sexy DashboardingVisually attractive dashboards are of course great for drawing attention to the insights you have obtained. But don't lose sight of the fact that the ultimate goal is to do something with this information, not to keep analyzing.Individual Feedback CustomersIn a simple calculation, Zanna shows the impact of responding to individual customer feedback. *Spoiler alert!* The impact is probably much lower than you thought. This doesn't mean you should stop doing this, but it does put it into perspective.Individual Feedback EmployeesZanna & Miranda discuss how to ensure that individual feedback at employee level provides a fair picture.No Place to ‘Land’Always make sure that there is someone who will do something with the insights from the measurement you send. Why else would you measure?Complex IT integrationsAre you on hold to send your surveys due to complex IT integrations? Be pragmatic and start measuring to add value to the organization while IT integration is being worked on in the background.Response Rate FetisjThe response rate sometimes seems like a holy grail. Zanna explains for you how much response you really need to gain good insights.Enjoy the podcast! (02:13) Short Survey Religion(04:53) Maximize Measurements (06:35) Tricky Templates(08:02) Continuous Measuring(10:37) Sexy Dashboarding(14:00) Individual Feedback Customers(16:41) Individual Feedback Employees(18:02) No Place to ‘Land’ (19:54) Complex IT integrations (20:55) Response Rate Fetish
CX should focus less on... CX EPS #27
Mar 28 2024
CX should focus less on... CX EPS #27
Join the Champions League of  Customer Experience Transformation! Sign up for weekly inspiration: https://zannavanderaa.com/cxleague/For timestamps see below.In this episode we explore why CX might benefit from a shift in perspective. I challenge assumptions I hear and see when working with CX professionals. 📌 We need a Journey Management ToolBefore plunging headlong into the tool selection process, it's crucial to lay the groundwork, understand dynamics, and assess the true business value these tools can deliver.📌 We Need to Map All Journeys Instead of giving in to the obsession with mapping all the journeys, prioritize journeys based on hard data and focus on the journeys that have the greatest impact on key business data.📌 We Need Continuous MeasurementThe allure of continuous measurement often leads organizations down a path of data collection without a clear vision of how to turn insights into actionable improvements.📌 We Need a CX StrategyThe notion of crafting a standalone CX strategy divorced from the overarching organizational strategy can result in disjointed efforts and missed opportunities.📌 We Need a CX Ambassador Relying solely on CX ambassadors, often cherry-picked from within the CX department, can lead to a limited reach and impact.Foster a culture where every employee is empowered to champion CX initiatives, regardless of their department, fostering a groundswell of engagement and commitment.📌 We Need a Chief Customer Officer (CCO)Placing the burden of CX solely on the shoulders of a Chief Customer Officer can foster a culture of dependency and detachment among employees. Embed customer-centricity throughout the organization, encouraging every individual to embrace their role in shaping exceptional customer experiences.Let's strip away the layers of complexity and focus on the essence of CX - how we make our customers feel. It's the little moments that leave a lasting impression.(01:12) Introduction(04:46) Journey Management Tools(06:42) Mapping all the Journeys(09:41) Continuous Measurement(14:39) CX Strategy(19:27) CX Ambassadors(21:54) CCO(23:30) Focus on the essence of CX
Interview with Sandra Thompson (Ei Evolution) on the Impact of Emotional Intelligence in Customer and Employee Experience EPS #26
Feb 12 2024
Interview with Sandra Thompson (Ei Evolution) on the Impact of Emotional Intelligence in Customer and Employee Experience EPS #26
Join the Champions League of  Customer Experience Transformation! Sign up for weekly inspiration: https://zannavanderaa.com/cxleague/For timestamps see below.“We are designed to connect.” Sandra ThompsonSandra is Customer & Employee Experience Consult and an expert in the field of emotional intelligence. In this podcast Zanna and Sandra discuss topics like:🔎 Daniel Goleman's Emotional Intelligence Theory: Highlighting components like self-awareness, self-management, social intelligence, and relationship management.🔎Technology and Human Connection: The conversation explores how technology can enhance human connection and emotional intelligence, bridging gaps in understanding and empathy.🔎Impact of Emotional Intelligence in Organizations: Sandra shares real-world examples where emotional intelligence implementation led to positive changes in interactions and productivity within organizations.🔎Concrete Tips for Developing Emotional Intelligence: Sandra offers practical steps like journaling, mindful breathing, and actively seeking feedback to develop emotional intelligence effectively.The podcast also delves into specific strategies for inviting feedback, behavioral science insights, and the crucial importance of understanding customers' emotional needs in organizational settings.Tune in and embrace the transformative power of emotional intelligence in your life and work.Timestamps(00:05) Introduction and Background(04:38) Technology and Human Connection(07:10) Daniel Goleman's framework(13:58) Self-Reflection in Transformation(21:24) Impact of Emotional Intelligence in Organizations(28:14) Concrete Tips for Developing Emotional Intelligence(30:47) Journaling, Response, and Inviting Feedback(42:07) The Importance of Understanding Customers' Emotional Needs
Interview Kinga & Lotte on Generational Insights and How to Engage Gen-Z EPS #25
Feb 9 2024
Interview Kinga & Lotte on Generational Insights and How to Engage Gen-Z EPS #25
Join the Champions League of  Customer Experience Transformation! Sign up for weekly inspiration: https://zannavanderaa.com/cxleague/For timestamps see below.Join Zanna when she talks with experts Kinga Wojtas and Lotte Kersten about the dynamics of generational differences in the workplace.  Kinga and Lotte are very passionate and knowledgeable about the topic of generations. They have done great research on this topic but more importantly translated their findings into super concrete insights and actionable exercises for organisations.In this podcast they share practical strategies for enhancing collaboration and productivity across generations and talk about the importance of recognizing and embracing generational diversity to foster a more inclusive and harmonious work environment.Some other topics in this podcast:👉 Managing Generational Differences: Tips for managers include being honest role models, understanding generational differences, and creating environments where diverse perspectives are valued. 👉 Cross-Generational Learning: Younger generations can learn soft skills and patience from older colleagues, while older generations can benefit from the technological proficiency and fresh perspectives of younger coworkers. A mutual exchange of knowledge and skills strengthens workplace dynamics.👉 Recruitment and Retention Strategies: Younger generations prefer purpose-driven organizations that contribute to societal or environmental goals. Authenticity and alignment with organizational culture are crucial factors in attracting and retaining talent. Providing opportunities for personal development and career growth is also essential for younger workers. So if you’re interested in the complexities and opportunities presented by generational diversity in today's workplace, tune in to gain a deeper understanding of how to navigate and leverage generational differences. Timestamps(01:23) Introduction Lotte & Kinga(06:23) Understanding Generations(12:43) Challenges for Companies(17:31) Improve Collaboration Reduce Burnout(23:41) Managing Generational Differences(26:41) Cross-Generational Learning(32:06) Recruitment and Retention Strategies
Interview Ken Coyne (OpsTalent) on Leadership, Culture-Building & Employee Engagement EPS #23
Jan 29 2024
Interview Ken Coyne (OpsTalent) on Leadership, Culture-Building & Employee Engagement EPS #23
Join the Champions League of  Customer Experience Transformation! Sign up for weekly inspiration: https://zannavanderaa.com/cxleague/For timestamps see below.In this podcast episode, I had the pleasure to interview Ken Coyne, the co-founder of Ops Talent, a company known for its innovative approach to employee experience and culture.Some interesting topics we discuss:👉 The 5 H’s Framework Ops Talent's core values Be Happy, Be Healthy, Be Humble, Be Helpful, and Be Honest, and how they're integrated into the company culture.👉 Leadership by Example We talk about communication and openness in leadership style, encouraging feedback from the team and fostering an environment where mistakes are learning opportunities.👉 Cultivating a Family Culture How Ops Talent fosters a family-like atmosphere where individuals feel valued and supported. Ken highlights the roles of his brother Trevor and Gabriella, leveraging their strengths in leading the company.👉 Transitioning from KPIs to "Keep People Inspired" Shift focus from traditional KPIs to "Keep People Inspired" metrics, recognizing and rewarding employees for their contributions, fostering a positive work environment.Next to that Ken shares some steps for improving company culture.Looking for valuable insights into leadership, culture-building, and employee engagement? Tune in now!(01:32) Ken's Background and Journey(05:46) Ops Talent's Origins and Evolution(13:20) The Five H's Framework(19:44) Challenges and Learnings in Cultivating Culture(25:53) Leadership by Example(28:51) From KPIs to "Keep People Inspired"(34:18) Steps for Improving Company Culture(37:10) Embracing Change and Human-Centricity
Interview Sam Stern (LinkedIn) about the Power of a Customer-Centric Culture  EPS #22
Oct 25 2023
Interview Sam Stern (LinkedIn) about the Power of a Customer-Centric Culture EPS #22
Join the Champions League of  Customer Experience Transformation! Sign up for weekly inspiration: https://zannavanderaa.com/cxleague/For timestamps see below.Do you want to transform your organization into a customer-centric powerhouse?Sam Stern is Customer Experience Expert at LinkedIn and a former CX analyst at Forrester. In this podcast Zanna and Sam delve deep into the concept of a customer-centric culture. 6 Reasons to tune in:👉 1. Alignment Across the BoardLearn how a customer-centric culture ensures that every member of your team, from behind-the-scenes employees to customer-facing staff, comprehends how their daily efforts contribute to delivering exceptional customer experiences. This alignment is the secret sauce for fostering a cohesive, customer-centric workforce.👉 2. Business Impact UnveiledDiscover the magic that happens when employees truly grasp the connection between providing great customer experiences and tangible business success. Sam underscores the importance of helping your team recognize the value of their individual contributions in achieving customer-centric goals.👉 3. Manageable ChangeIn a customer-centric culture, Sam highlights the creation of a framework that makes change feel manageable and well within each employee's capabilities. Encourage your staff to implement small yet impactful changes in their roles, all while contributing to the broader objective of customer-centricity.👉 4. Cultivating a Customer-Focused Culture Takes TimeUnderstand that culture transformation isn't a sprint; it's a marathon. Sam provides valuable insights into why it often takes several years to establish a customer-centric culture and how to pursue this transformation alongside immediate customer experience improvements.👉 5. Employee Engagement MattersExplore the critical link between employee engagement and delivering exceptional customer experiences. Zanna and Sam emphasize that engaged employees, armed with a strong sense of purpose and the freedom to enhance customer service quality, can be a game-changer for businesses.👉 6. The Bright Spots AnalysisGet ready to dive into the Bright Spots analysis, a powerful technique for identifying top performers within your organization. By understanding what sets these high achievers apart from the rest, you'll be able to distill interventions, training, or tools to empower other employees to emulate these behaviors and elevate the customer experience.Start your transformation journey today and tune in! (03:15) Introduction to Customer-Centric Culture(06:42) Alignment Across the Organization(09:18) Connecting Customer-Centricity to Business Impact(11:45) Framing Individual Contributions(15:02) Culture Transformation Takes Time(18:40) Involving Employees in Co-Designing Changes(21:12) Employee Engagement and Sense of Purpose(24:19) Employee Empowerment and Sense of Purpose(26:50) Bright Spots Analysis(28:35) Leadership's Role in Culture Change
3 pitfalls of engaging leadership in CX transformation | EPS #21
Oct 17 2023
3 pitfalls of engaging leadership in CX transformation | EPS #21
Join the Champions League of  Customer Experience Transformation! Sign up for weekly inspiration: https://zannavanderaa.com/cxleague/For timestamps see below.Are you curious about the inner workings of Customer Experience (CX) transformation and the pitfalls that CX teams encounter when trying to engage leadership? If so, you will definitely like this podcast!We delve into the world of CX transformation and explore three major pitfalls that organizations stumble upon. Here's a sneak peek into what you can expect:Pitfall 1: Relying on Business Cases for EngagementDiscover how some organizations mistakenly believe that a business case is the golden ticket to engaging leadership in CX transformation.Learn why it's no longer just about financial proof and why leaders may remain unconvinced by traditional business cases.Uncover the power of hard, steerable data in illustrating the true value of CX.Pitfall 2: Overemphasis on Qualitative ResearchExplore the challenge of overemphasizing qualitative research in CX efforts.Understand the importance of striking a balance between qualitative and quantitative data to effectively engage leaders.Find out how tangible, data-driven insights can bridge the gap between CX teams and leadership.Pitfall 3: Don't critisize everyone all the timeGain insights into the pitfall of failing to maintain a positive attitude when working with leaders.Learn why empathy and understanding are critical for building a more productive relationship.Explore a collaborative approach to CX integration that can lead to greater success and a harmonious partnership.But that's not all! The podcast also offers a deep dive into the concept of "Empathy for Leaders," shedding light on the challenges faced by leaders in today's complex corporate landscape. Discover how showing empathy, understanding, and support for leaders can pave the way for more successful CX initiatives.Tune in and gain valuable insights that can transform the way you approach CX initiatives and leadership engagement. (01:54) Pitfall 1: Relying on Business Cases for Engagement(07:28) Pitfall 2: Overemphasis on Qualitative Research(11:05) Pitfall 3: Keep focusing on a positive attitude(13:50) Empathy for leaders(17:21) Next podcast with Sam Stern
7 ways to get CX transformation in the DNA of your organisation | EPS #20
Oct 17 2023
7 ways to get CX transformation in the DNA of your organisation | EPS #20
Join the Champions League of  Customer Experience Transformation! Sign up for weekly inspiration: https://zannavanderaa.com/cxleague/For timestamps see below.Are you ready to unlock the secrets of successfully integrating Customer Experience (CX) into your organization's DNA? This podcast offers valuable insights and actionable strategies.CX initiatives often start as programs, but the real magic happens when CX becomes an integral part of your organizational culture. The ultimate goal? Integrating CX in every facet of your operations.Tune in and discover the 7 ways to integrate CX in the DNA of your organisation. In this podcast we explore the 7 practical tips for effectively integrating CX. From recruitment to leadership roles, you'll learn how to seamlessly weave CX into your daily operations.1. Share Customer Stories in RecruitmentDiscover how to incorporate CX into every part of your hiring process.2. Design Emotion-Focused OnboardingDive into the power of integrating CX into your employee onboarding program. 3. Aim for Integrated Internal CommunicationUncover strategies for seamlessly weaving CX-related content into your existing internal communication channels, making CX a part of your daily conversations. 4. Use the Customer as Meeting StarterLearn how to incorporate CX discussions into routine gatherings and make it a consistent part of your organizational dialogue.5. Facilitate Leaders with Tiny CX HabitsEmpower your leaders to integrate CX practices into their daily routines through small, impactful habits. Leadership plays a crucial role in shaping your customer-centric culture.6. Align Internal and External MetricsFind out how to integrate CX metrics into your performance measurement systems. 7. Design for Energy through PlayfulnessExplore the importance of playfulness and energy in maintaining a customer-focused culture over the long term. It's not just about metrics; it's about creating an environment where CX thrives.Listen now and integrate CX seamlessly and effectively!(01:28) - Introduction to CX Integration(03:37) - The Seven Ways to Integrate CX(04:47) - CX in Recruitment(06:13) - CX in Onboarding(08:00) - CX in Internal Communication(10:06) - CX in Meetings(11:40) - CX in Leadership Roles(16:31) - Energy through Playfulness in CX Culture
Mastering Customer Experience: The 5 Essential Goals for CX Transformation | EPS #18
Aug 24 2023
Mastering Customer Experience: The 5 Essential Goals for CX Transformation | EPS #18
Join the Champions League of  Customer Experience Transformation! Sign up for weekly inspiration: https://zannavanderaa.com/cxleague/For timestamps see below.In this podcast episode, we delve deep into the essence of customer experience, breaking it down into five goals that guide you through a clear CX transformation journey.💡Goal 1: Understanding How to Impact CX💡Goal 2: Translating Insights to Improvements💡Goal 3: Collaborating Across Silos💡Goal 4: Inspiring Employees to Focus on CX💡Goal 5: Financial Impact of CX ImprovementsZanna designed, based on her global experience, this clear path to elevate your CX game. With a dynamic blend of insights, how to's, and practical examples she navigates through each goal, blending science with a very pragmatic approach to CX Transformation.Discover the secrets of influencing customer experience, learn how to translate insights into actionable improvements, and break down barriers to foster collaboration. And... find out why calculating the financial impact is not the starting point of this transformative journey. 😉Are you ready to embark on a journey that will redefine the way you view customer experience? Tune in now and let the transformation begin!Videocall with your teamIf you'd like me to share the storyline with slides in a videocall with the (CX) leadership team of your organisation, let me know and we can see if we can find a slot to plan an hour together.(01:42) The Why of 5 Goals for CX Transformation(03:32) Goal 1: Understanding CX Impact(07:56) Goal 2: Translating Insights to Improvements(15:10) Goal 3: Collaborating Across Silos(22:52) Goal 4: Inspiring Employee Focus on CX(28:30) Goal 5: Financial Impact of CX Improvements
Interview Maxie Schmidt (Forrester) on How to Unravel the Business Impact of Customer Experience | EPS #17
Jun 22 2023
Interview Maxie Schmidt (Forrester) on How to Unravel the Business Impact of Customer Experience | EPS #17
Join the Champions League of  Customer Experience Transformation!Sign up for weekly inspiration: https://zannavanderaa.com/cxleague/For timestamps see below.Dr. Maxie Schmidt is Vice President & Principal Analyst for Forrester on the topic of Customer Experience. In our new podcast Zanna and Maxie unravel the business impact of CX - and no, this is not just about making a business case - and discuss 6 common CX mistakes.They talk about valuable insights for successful CX transformation, discuss how a company's strategy should be customer-focused and how success metrics should consider customer centricity.Maxie also shares a powerful tool for CX leaders - the Johari Window. This tool helps leaders understand their strengths and how they are perceived by others, enabling them to become more effective in their roles and lead from their strengths.Next to that, learn more about:🎓 the role of metrics in creating better experiences🎓 the importance of empathy in understanding stakeholders🎓 the connection between customer experience and employee experienceTune in now! For the people who tuned in and want to learn more about the topics discussed, hereby the links:💡 Johari Window: https://en.wikipedia.org/wiki/Johari_window 💡 CX Commitment Checklist: https://www.forrester.com/blogs/help-your-leaders-face-reality-with-a-leadership-cx-commitment-checklist/ 💡 Prioritize customer journeys: https://www.forrester.com/blogs/how-to-prioritize-customer-journeys/ 💡 Blog for the report “Why Paying Employees For Good CX Is A Bad Idea”:https://www.forrester.com/blogs/dontpayforgoodcx/(00:00) The Energized CX Community (05:11) The Most Impactful Report (15:42) The Role of CX Teams(17:06) The Connection Between CX and EX(26:37) The Business Case for CX(27:23) An Example from Schindler(44:08) The Ideal Context for CX Transformation(46:24) The Importance of Empathy(48:39) The Johari Window
Interview Danny Peters (Milkymap) on Journey Management | EPS #15
May 23 2023
Interview Danny Peters (Milkymap) on Journey Management | EPS #15
Join the Champions League of  Customer Experience Transformation!Sign up for weekly inspiration: https://zannavanderaa.com/cxleague/For timestamps see below.Journey Management: Transforming Customer Experiences 🚀Danny Peters is Co-Founder & CEO of Milkymap. Join us in this podcast where we talk about the world of journey mapping and journey management and create true customer centricity through data modelling.Here's why you should tune in:📌 Practical applications: Learn how journey management tools can be implemented effectively📌 Driving success: Understand the success criteria for journey management implementation📌 CX transformation: Dive into the broader context of CX transformation📌 Overcoming challenges: Uncover common mistakes and challenges faced by organizations during CRM and journey management implementationTune in now and unlock the potential of journey management!(00:00) Introduction and Personal Background(05:25) The Power of Journey Mapping and Journey Management(12:42) Breaking Silos with Journey Management(19:56) The Big Shift Towards Journey Management(23:30) A Pragmatic Approach to Journey Management(28:39) Driving Journey Management: Role of Departments(32:19) Preventing Data Overload in Journey Management(37:42) Taking Journey Mapping to the Next Level(42:20) The Future of CXTo dive deeper into the popular topic of Journey Management, we recorded a podcast with Jochem van der Veer (CEO TheyDo, EPS 14) and Danny Peters (CEO MilkyMap, EPS 15).