Learn in this episode:

• Why CX maturity means knowing your starting point instead of copying another company's playbook
• Why everything in support can be automated, and why that is the wrong goal to chase
• The one customer moment Tim says should never go to a chatbot
• How to decide which interactions earn a human before you automate the rest
• How Tim closed a feedback loop that had been trapped in a spreadsheet for years

Tim Thijsse (pronounced thigh suh) is a UX and customer experience strategist operating from the Digital Experience Collective and the author of Maturing in Customer Experience Optimization. A top 50 CX leader in 2025 and 2026, he has led digital optimization programs for brands like Heineken and E.ON, and today delivers CX trainings, talks, and workshops.

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