Mapping journeys but not seeing results? This episode reveals the top 10 pitfalls and if you’d like to explore how to build impactful journey management in your organisation, my LinkedIn DMs are open.

Are you mapping journeys but not seeing real impact? In this episode, I break down the 10 most common mistakes in journey management and how to avoid them. 

From lack of data to endless analysis loops, we cover what’s holding CX teams back and how to move from mapping to meaningful improvements. 

You’ll learn: 

• The 3 journey levels you need to define
• How to prioritize using smart data
• Why execution matters more than theory

If you're serious about creating impact with journey management, this episode is for you.

The 10 Pitfalls: 

1. No clarity on 3 levels of journeys
2. No data on Level 2 
3. Too fast, too deep 
4. Never-ending analysis stage
5. Too much focus on customers
6. No dashboard to start with 
7. Too much theoretical frameworks
8. Too many journeys, no execution
9. No common sense
10. Measuring too often or too little

---

(00:00) Introduction and why this podcast matters
(01:33) What journey management really means (vs journey mapping)
(03:25) Pitfall 1: No clarity on the 3 levels of journeys
(09:51) Pitfall 2: No data on level 2 journeys
(11:43) Pitfall 3: Too fast, too deep
(15:26) Pitfall 4: The never-ending analysis loop
(18:16) Pitfall 5: Too much focus on the customer
(21:41) Pitfall 6: No dashboard or an unbalanced one
(22:06) Pitfall 7: Too much focus on theoretical frameworks
(25:58) Pitfall 8–10: No execution, no common sense, and measuring too much or too little

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?
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

Leadership, connection, and performance made practical. If you’d like to explore how to build this mindset in your own CX program, just drop me a DM on LinkedIn.

When people think of customer experience, they often picture fast-paced B2C environments. But what does CX look like in a B2B industrial world—where relationships span decades and trust is everything? 

In this episode, I talk with Eliza from Honeywell, who leads their EMEA CX hub. We explore how to shift from transactional service to strategic partnership, empower employees with purpose, and use AI to support—not replace—humans. 

This is a conversation about real CX impact, leadership without the buzzwords, and building deep, human connections in even the most complex organizations. 

Tune in to discover: 

• How to earn a seat at the strategy table
• Why performance is your best marketing
• What truly drives employee engagement
• How sentiment analysis can protect teams from burnout

---

(00:00) Introduction & why this conversation matters
(01:30) CX in industrial B2B: deeper relationships, bigger stakes
(04:15) From transactional to transformational service
(06:00) Building credibility: performance before partnership
(08:10) Empowering teams: purpose, curiosity, and culture
(11:45) CX meets EX: the employee side of transformation
(14:30) Leadership without the buzzwords
(17:20) Creating space to reflect and lead authentically
(20:00) The (refreshing) AI part we almost forgot
(23:30) Final thoughts: stop asking for a seat at the table—lead

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?
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

Curious how CIOs can lead true human-centric digital transformation? This episode unpacks the mindset and behaviours that make it work. Like to explore applying them in your organisation? My LinkedIn DMs are open.

Welcome to another episode in our CX Transformation podcast series. Today, we’re focusing on the role of the CIO (or CDO, or CTO) in driving customer experience transformation. It turns out, IT leaders are often the strongest advocates for human-centric digital transformation. 

In this episode, Dr. Zanna van der Aa and Miranda discuss: 

• Why CIOs play a crucial role in CX transformation
• Five key benefits of CX transformation for IT leaders
• Five essential behaviors to make a real impact
• How to move beyond tech for tech’s sake and ensure digital solutions drive business value
• The power of driver analysis in prioritizing IT efforts that truly enhance the customer journey

The key takeaway? CX transformation isn’t just about better technology—it’s about designing digital solutions that improve both customer and employee experiences. And as a CIO, you have a unique opportunity to lead the way.
 
If you found this episode valuable, subscribe and share to help bring human-centric transformation to more organizations.

---

(00:05) Welcome & Introduction
(00:22) Why this podcast?
(00:33) Defining CIO, CTO, and CDO in CX transformation
(00:56) The role of CIOs in customer experience
(02:31) Five key benefits for CIOs in CX transformation
(02:45) Benefit 1: Preventing sub-optimization
(04:11) Benefit 2: Showing business value
(05:54) Benefit 3: Easier prioritization
(07:42) Benefit 4: Focus on human-centered design
(09:27) Benefit 5: Better talent management
(11:03) Five key behaviors for CIOs in CX transformation
(12:01) Behavior 1: Lead by example
(13:12) Behavior 2: Avoid tech for tech’s sake
(15:05) Behavior 3: Bridge between business and IT
(16:38) Behavior 4: Create room to experiment
(18:20) Behavior 5: Challenge business with customer and employee insights
(20:07) Final thoughts and wrap-up

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?
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

Relying on direct feedback to fix CX? This episode shows why that often falls short. If you’d like to explore smarter, driver-based approaches for your organisation, just send me a DM on LinkedIn.

In this episode, Zanna van der Aa and Miranda Nijenhuis explore a key topic in Customer Experience (CX): why the value of direct feedback is often overrated.

Many companies, especially those just beginning their CX journey, immediately focus on direct feedback. But is this really the best approach? Zanna breaks it down step by step:

• What direct feedback is and how it originated in B2B
• Why its impact in B2C is often exaggerated and operationally challenging
• The real risks of relying too much on direct feedback
• A smarter, data-driven approach to improving CX that actually drives impact

Instead of reacting to unhappy customers, the key is understanding what truly drives their experience and preventing dissatisfaction in the first place. Zanna shares how driver-based surveys can help companies shift from reactive problem-solving to proactive CX excellence.

Tune in now for expert insights and actionable strategies to rethink your CX approach.

---

(00:00) Introduction
(00:19) Why this podcast?
(00:37) What is direct feedback?
(01:32) The origins of direct feedback and its challenges
(02:57) Why direct feedback is overrated
(05:14) The operational challenges of scaling direct feedback
(07:14) Why so many companies rely on direct feedback
(08:40) The real risks of direct feedback
(10:09) The myth of learning from direct feedback
(12:36) When direct feedback makes sense
(13:46) A smarter alternative: driver-based surveys
(15:12) The power of preventing unnecessary customer interactions
(16:02) Final thoughts and key takeaways

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?
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

Curious how purpose and people-first values truly shape a CEO’s path? Andrea’s story might spark inspiration and if you’d like to explore what this could mean for your own leadership, my LinkedIn DMs are open.

In this episode, I sit down with Andrea Avila (CEO de Randstad para Argentina, Chile y Uruguay), a leader whose journey from working in her family business at 13 years old to becoming a global CEO is a compelling example of how purpose, passion, and people-first values can transform businesses and lives.

Here’s what we’ll explore in this conversation:

• Andrea’s Leadership Journey: How her experiences shaped her approach to leadership and her unwavering commitment to human-centricity.
  
  
• Defining Human-Centricity: Why prioritizing people is essential for sustainable success and what it looks like in practice.
  
  
• Leading in Challenging Times: How Andrea and her team navigated the COVID-19 crisis by focusing on relationships, communication, and care.
  
  
• Building Energized Teams: Insights into fostering diverse, long-term collaboration that drives innovation and resilience.
  
  
• Lessons for Leaders: Practical advice and reflections on adapting to change, learning from others, and staying purpose-driven.
  
  

This conversation is packed with insights for anyone striving to lead with empathy, build meaningful connections, and create sustainable impact in their organization.

Recorded in Buenos Aires in December 2024. 

---

(00:17) Introduction
(01:26) Andrea’s Journey
(06:04) Finding Purpose
(07:59) Energizing Teams
(11:32) What is Human-Centricity?
(14:50) Challenges of Human-Centricity
(19:30) Leading Through COVID-19
(22:43) Values and Culture
(26:20) Leadership Style
(28:46) Lessons Learned
(31:03) Tips for Leaders
(36:28) Andrea’s Legacy
(39:46) Closing Reflections

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?
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

Most CEOs know CX matters, but few make it stick. This conversation shows how and if you’re keen to discuss bringing these insights to life, feel free to DM me on LinkedIn.

Are you a CEO or CX leader looking to drive real customer experience transformation? In this video, we break down five key benefits of CX transformation and five critical CEO behaviors that make it successful. No fluff—just actionable insights on how to embed CX into your organization's DNA.

- Why CX matters for long-term business success
- How CX transformation accelerates revenue growth
- The leadership behaviors that drive customer-centricity
- How to break silos and integrate CX across departments

McKinsey, BCG, and Forrester have all proven the financial impact of CX. But transformation isn’t just about numbers—it’s about leadership, culture, and strategic decision-making.

If you’re serious about CX transformation, this video will give you a clear, no-nonsense roadmap on how to make it happen.

Subscribe for more insights on CX, leadership, and transformation.

---

(00:00) Introduction: Why CX Transformation is Crucial
(01:30) Five Benefits of CX Transformation
(02:15) 1. CX as a Growth Accelerator (With Hard Data)
(04:30) 2. Balanced Steering: More Than Just Financial KPIs
(06:10) 3. A Strong, Inspiring Vision Beyond Numbers
(08:00) 4. Culture: CX Starts Within Your Organization
(10:00) 5. Breaking Silos: CX Unites Leadership Teams
(12:30) Five CEO Behaviors That Drive CX Transformation
(13:15) 1. Lead by Example (No Window Dressing!)
(15:30) 2. Don’t Fall for the Hypes – Think Critically
(17:15) 3. Balanced Decision-Making (Beyond Just Costs & Revenue)
(19:00) 4. Make CX Everyone’s Responsibility
(20:45) 5. Integrate CX into Every Part of the Business
(23:00) Conclusion: The Time for CX Transformation is Now

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?
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

Service design is powerful, but it’s not a silver bullet. This conversation shows when to use it — and when not to. If you’d like to discuss what fits best for your challenges, feel free to connect with me through DM on LinkedIn.

In this episode, Dr. Zanna van der Aa and Miranda Nijenhuis dive deep into the widespread hype of service design and discuss why companies often struggle to apply it effectively. While service design is a powerful tool for innovation, it's not always the right fit for every challenge—sometimes, simple improvements require a different approach.

Key topics we cover:

• The difference between service design and UX design – and when to use which.
• Why companies get stuck in the middle, overcomplicating processes without driving real results.
• The importance of data-driven decision-making and avoiding analysis paralysis.
• Practical advice on using journey mapping, behavior change, and the right tools for improvement.
• When to focus on prototyping versus simply taking action.

If you're working in CX, UX, or service design, this episode is packed with actionable insights that will help you avoid common pitfalls and maximize your efforts.

Subscribe for more expert insights on customer experience and service design!
---

(00:00) Introduction: Why this topic matters 
(00:20) Service design: Hype vs. reality 
(01:18) What is service design really? 
(02:54) Common pitfalls of service design in organizations 
(03:47) Service design vs. UX design: Understanding the difference 
(05:00) Innovation vs. improvement: Which approach to choose? 
(06:51) How to avoid getting stuck? Practical tips 
(08:23) The importance of behavior change in employees 
(10:10) Why continuous monitoring is essential 
(11:05) How much data do you need for effective insights? 
(13:05) When to prototype and when to just start 
(15:30) Conclusion: How to make service design effective 
(20:25) Summary and key takeaways 
(21:49) Closing thoughts and final tips 

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?
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

What happens when leaders embrace imperfection and humanity? This episode dives deep and if you’d like to explore how to build trust-based leadership in your organisation, just send me a DM on LinkedIn.

In this episode, I welcome leadership expert Richard Stark (Egon Zehnder) for an in-depth conversation about the evolving dynamics of modern leadership. Together, we explore how trust, authenticity, and a more human-centric approach are transforming the way we lead.

Key Takeaways:

- The new trust equation: combining professionalism with humanity.
- How vulnerability can strengthen leadership and create meaningful connections.
- Practical tools like self-reflection and box breathing to stay grounded.
- Insights into creating a psychologically safe environment for teams.
- The power of embracing imperfection and finding growth through challenges.

Through personal stories and practical advice, Zanna and Richard offer actionable strategies for leaders navigating today’s fast-changing and complex world. Whether you are leading a team or reflecting on your own leadership journey, this episode provides valuable insights to help you lead with clarity, courage, and purpose.

Recorded in London in December 2024.

---

(00:00) Introductions and welcome
(00:20) Why this episode is special
(01:05) Richard's journey
(02:59) The trust equation
(05:05) Why trust matters
(09:24) Shifting to human-centric leadership
(11:39) Navigating uncertainty
(12:02) The cockpit analogy
(14:23) Vulnerability and stress
(15:14) Kintsugi and imperfection
(17:52) Personal challenges and resilience
(21:50) How challenges shape coaching
(23:15) Vulnerability builds trust
(26:58) Engaging skeptical colleagues
(29:23) Key questions for reflection
(31:17) Hidden beliefs and change
(34:32) Managing triggered states
(38:17) Building reflection habits
(41:16) Prioritizing with triage
(42:36) Closing reflections

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?
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

In this episode of the Human Centric CEO podcast, I sit down with Sid van Wijk from Miro to explore the future of work. We dive into the challenges of hybrid work, the "hybrid paradox" of flexibility vs. connection, and how experimentation can shape better workplaces. Sid shares practical tips like the "Rule of Two" for inclusive meetings and highlights the magic of human connection in a digital world.

Discover how to navigate the evolving workplace and create environments where people truly thrive.

Prefer to watch our video recording? Check the podcast on YouTube!

Recorded in Amsterdam in November 2024.

----
(00:00) Introduction
(00:17) Sid's journey and hybrid work experience
(02:03) The need to redesign work structures
(10:21) The hybrid paradox
(16:43) Why hybrid happens to us
(24:07) The "rule of two" for hybrid meetings
(30:31) Experimentation in the workspace
(35:05) Designing for learning and feedback
(50:32) The Importance of human connection
(1:00:07) Key takeaways and looking ahead

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?
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

Journey centricity is more than a CX hype. If you’re keen to make it a true driver of change in your own company, let's connect through sending me a DM on LinkedIn.

In this episode of the Human Centric CEO podcast, we talk with Joana (Forrester) about the concept of journey centricity and how it helps organizations become more human-focused.

Prefer to watch our video recording? Check the podcast on YouTube!

We explore how to go beyond mapping customer journeys to aligning the entire organization—its structure, processes, technology, and culture—around the needs and goals of customers, employees, and partners.

Joana shares her international career experiences and explains why journey centricity is more than a “CX” buzzword; it’s a strategic transformation tool that involves the entire C-suite, from CEO and CFO to CMO, CHRO, and CIO.

We dive into the practical steps to get started, how to build internal support, the importance of metrics and ROI, and how adopting a more human and playful approach can create true impact.

Recorded in Amsterdam in November 2024.

----
Want to know more about me?

LinkedIn: https://www.linkedin.com/in/zannavdun/
Blog: https://zannavanderaa.com/blog/
Podcast: https://open.spotify.com/show/1A3Liso...
Newsletter: https://zannavanderaa.com/cxleague/

(00:00) Introduction & Joana’s Background
(02:38) Early Career Lessons & Shift from Banking
(05:45) Starting in CX at Elsevier & Joining Forrester
(08:13) Defining Journey Centricity vs. Journey Mapping
(11:47) Why It Matters for C-Level Leaders
(15:27) Roles of CEO, CFO, CMO, CHRO, CIO
(18:23) Achieving Executive Alignment
(24:16) The Three Phases: Activate, Connect, Extend
(33:43) Tools, Technology & Avoiding Pitfalls
(36:44) Inspiring Examples & Cultural Change
(42:48) Introducing Fun, Flow & Connection
(48:45) Measuring ROI & Building Business Cases

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?
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