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?
Newsletter -> https://zannavanderaa.com/cxleague/
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 silo

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?
Newsletter -> https://zannavanderaa.com/cxleague/
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?
Newsletter -> https://zannavanderaa.com/cxleague/
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