A lot of companies say they’re customer-centric. But what does it actually take to make that happen?

In this episode of Experience Matters, Annette Franz—Founder & CEO of CX Journey Inc. and author of Built to Win—joins Niraj, CEO and Co-Founder of Hiver, to talk about what real customer-centricity looks like.

Annette shares why many businesses struggle with churn and competition, not because of bad support, but because they don’t truly understand their customers. She also explains how startups can build a strong customer focus early on, and why it’s harder for bigger companies to change.

What’s covered in this episode:

✅ Why understanding your customer is the key to fixing churn

✅ How startups can build customer-centricity from day one

✅ What larger companies need to unlearn to get CX right

✅ Why leadership and company culture matter more than tools

✅ How AI can support better customer experiences, without replacing people

Whether you’re just starting out or operating at scale, this episode will help you rethink your approach to customer experience.