Do you remember the shock ending of The Sixth Sense? The film taps into that mysterious sixth sense—something beyond our usual perception.

Similarly, in the world of taste, umami goes beyond salty, sweet, bitter, and sour to create a richer, more memorable experience. But what if businesses could apply this concept to customer experience?

In this episode, Aga Szóstek, PhD—author, CX leader, and design expert—shares a powerful framework that parallels umami, helping brands forge deeper emotional connections, stand out in the market, and drive lasting loyalty. Drawing from her work with companies like Google and Philips Lighting, Aga delivers invaluable insights, including:

•  How to avoid the "syndrome of averaging out" and create a truly differentiated experience
• The core principles of an Umami Strategy that enhances emotional connection and loyalty
• How pragmatic values and emotional engagement work together to build lasting customer relationships

This conversation is packed with actionable wisdom you won’t want to miss!

🎧 Subscribe to The Delighted Customers Podcast for more expert insights. 

Show Notes: 📖 The Umami Strategy: Stand Out by Mixing Business with Experience Design 📖 Leadership by Design: The Essential Guide to Transforming You as a Leader 🌐 www.catchingthenextwavepodcast.com 🌐 www.agaszostek.com 📖 Different: Escaping the Competitive Herd by Youngme Moon

MEET Aga!

Aga Szóstek, PhD is the author of "The Umami Strategy" and "Leadership by Design" and an expert in strategy and leadership.

Over the last two decades she has worked with leading companies combining design, technology and business. She has worked with brands such as Google, Philips, Samsung, Play, Allegro, EY, Santander, ING, Orange and many more, bringing a strategic experience design approach to design teams and boards.

Aga also supports her clients in leadership development based on key leadership challenges anchored in their organisational culture. She offers unique leadership programmes delivered in the form of an unforgettable experience.

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• Website: https://www.delightedcustomers.com
• Apple Podcasts: https://podcasts.apple.com/us/podcast/the-delighted-customers-podcast-with-mark-slatin/id1635863804
• Spotify: https://open.spotify.com/show/67hea1Hnu0fFjMA6ZSKTkX