The Experience Edge

From challenging public perceptions of the pharmaceutical industry to redefining how patient trust is built and maintained, Richard Schwartz brings a bold, human-centered vision to healthcare experience design. As a CX leader in the life sciences, Richard unpacks why patient journeys are more than process maps—they are emotional and behavioral landscapes shaped by belief, compassion, and clarity.

In this episode, Richard and Jochem explore how pharma brands can evolve beyond reactive care and build real relationships through trust-driven design. They challenge the myth that pharma companies are purely profit-driven and instead spotlight the untapped opportunity in patient-centered experiences that drive both adherence and outcomes. From the role of compassion in medicine to the impact of AI-driven agents on healthcare journeys, Richard offers a blueprint for how experience can become a true form of clinical intervention—with measurable, meaningful impact.

Guest Bio

Richard Schwartz is a customer experience leader in the life sciences sector, where he’s made a mark uncovering the hidden dynamics between pharmaceutical companies, healthcare providers, and patients. His work has focused on understanding why prescriptions often fail to reach patients and how trust becomes a critical, and often overlooked, factor in medication adherence.

With a deep commitment to patient-centric innovation, Richard views experience design as a form of medicine—one that holds real clinical impact. His approach bridges operational complexity with human insight, helping pharma brands reimagine engagement strategies that build trust and improve outcomes. Passionate about shaping the future of healthcare, Richard brings both empathy and strategic rigor to his work in redefining how the industry serves its most important stakeholder: the patient.

Chapters

00:00 Introduction to Richard Schwartz and his CX mission in pharma

03:42 Pharma’s Disney complex vs. the real miracle of medicine

08:24 The public trust gap and its root causes

13:39 Misunderstood journeys and the myth of segmentation

18:28 Experiences in medicine: Compassion as a clinical tool

21:25 The tangled economic ecosystem around patient care

25:29 Obesity treatment as a best-in-class CX example

28:03 Debunking common myths about the pharmaceutical industry

34:11 Pharma advertising and missed opportunities to connect

37:41 Breaking the cycle of preserving the status quo

42:08 Drawing patient-centricity: arrows in, not out

44:10 Metrics, measures, and why action matters

46:39 Designing predictive, invisible experiences

50:16 How CX drives prescribing behavior and brand adoption

54:18 AI and agentic systems: the future of healthcare journeys

59:40 Data sharing, privacy fears, and trust trade-offs

01:06:29 Richard’s advice for building your Experience Edge

Jochem’s Profile - ⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/jochemvanderveer/⁠⁠⁠⁠⁠⁠⁠⁠

Richard's Profile - https://www.linkedin.com/in/richardpschwartz/

From redefining empathy at scale to structuring strategy around shared goals, Steven Smart brings a pragmatic and people-first approach to digital transformation in financial services. As a Digital and CX Lead at DLL, Steven shares how streamlining customer journeys—down to a handful of critical interactions—creates clarity and consistency across complex, siloed organizations.

In this episode, Steven unpacks the operational power of aligning internal priorities with customer goals, the evolving role of empathy in both design and leadership, and why frictionless experiences start with cross-functional collaboration. He also shares powerful lessons from personal journeys—both triumphant and trying—that shaped his view of what truly great customer experience looks like.

Guest Bio

Steven Smart is a digital and customer experience leader at DLL, where he has spent the past three years driving transformation through customer-centric innovation, organizational change, and strategic partnerships. With over eight years of experience reshaping customer journeys, Steven is known for aligning technology, business goals, and customer needs into cohesive, impactful solutions.

His approach blends empathy with structured problem-solving, helping teams navigate complexity while keeping the customer at the centre. Passionate about creating lasting impressions, Steven is deeply committed to guiding organisations on the path to meaningful, experience-led growth.

Chapters

00:00 Introduction to Steven Smart and his CX transformation work at DLL

03:42 Rethinking the customer journey in financial services

09:36 Balancing frictionless design with human connection

12:26 Breaking silos and aligning strategy across teams

20:34 Operationalizing empathy and embedding it into culture

28:57 One vision, one roadmap: Structuring for CX at scale

35:25 AI in CX: Augmenting, not replacing human insight

50:42 Clean data, APIs, and preparing for an AI-powered future

57:28 Personal journeys: First, worst, best, and last CX moments

01:03:01 Final reflections and Steven’s CX magic wand wish

Jochem’s Profile - ⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/jochemvanderveer/⁠⁠⁠⁠⁠⁠⁠

Steven Smart - ⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/steven-smart-b612b45a/

In this episode of The Experience Edge, Jochem van der Veer speaks with Shanta Bodhan, Associate Director of Innovation Customer Experience at Cornerstone, about the evolving landscape of employee development through immersive technologies like virtual reality (VR), extended reality (XR), and generative AI. Drawing on her background in HR and sustainability, Shanta shares how her team is reimagining workforce learning at scale for global brands including Siemens, Nestlé, and UPS.

The conversation explores the challenges and advantages of remote-first organizations, how immersive learning can drive measurable outcomes, and the balance between personalization and scalability in customer experience. Shanta also discusses the intersection of employee and customer journeys, the role of mentorship in combating imposter syndrome, and how innovation teams can align business and individual goals. With practical insights and a vision for the future of learning, this episode offers a compelling look at the power of human-centered technology in shaping tomorrow’s workforce.

Guest Bio

My guest today is Shanta Bodhan, Associate Director of Innovation Customer Experience at Cornerstone. A visionary in corporate learning, Shanta is leading transformative initiatives using extended reality (XR), virtual reality (VR), and generative AI to redefine how global organizations approach employee development and engagement.

With a background spanning sustainability and human resources, she’s passionate about aligning innovation with purpose. Shanta is a dedicated advocate for mentorship, diversity, and inclusion, and is helping shape the future of work through equity-driven solutions and cutting-edge learning strategies.

Chapters

01:17 Shanta's Background and Move to Remote Work

02:31 Defining Workforce Agility and Its Relevance

04:25 Remote vs. Return-to-Office: What's Working?

06:28 Scaling Remote Work at Cornerstone

08:19 The Value of In-Person Connection

09:26 Using XR and Generative AI for Learning

11:17 Overcoming Adoption Challenges in VR Training

13:18 Measurable Impact of Immersive Learning

14:51 Measuring Learning Retention with Hard and Soft Skills

17:21 Partnering with Companies on XR Implementation

19:08 Shanta’s Role in Innovation CX at Cornerstone

21:16 Customer Experience vs. Customer Success

23:48 Customer Feedback and Innovation Integration

24:53 All-Remote Deployment of VR Learning

28:28 The Future of Learning with XR and AI

30:08 Who Buys XR Learning: HR, Innovation, or Leadership?

32:35 Impact on Attrition and Personalization in Learning

35:54 Can VR Learning Be Mandatory?

38:56 Adoption Through Normalization of Immersive Tools

40:31 Employee Experience vs. Customer Experience

43:05 Mentorship vs. Management and the Rise of Imposter Syndrome

48:13 When and How to Introduce Mentoring

51:14 Aligning Employee and Business Goals

53:03 Customer Journey Goals and Measuring Success

54:45 Balancing Scalability and Personalization

56:44 Customer Journey as a Cross-Functional Tool

58:16 Fixing Friction Points in the Customer Journey

59:34 Personal Reflections on Journey Moments

Jochem’s Profile - ⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/jochemvanderveer/⁠⁠⁠⁠⁠⁠

Shanta Bodhan - ⁠⁠⁠⁠https://www.linkedin.com/in/shanta-bodhan/

From redefining “frontline” support to using AI for strategic insight—not replacement—Jen Burton brings a fresh, human-first perspective to CX leadership. As a CX Coach at Zendesk with nearly 20 years of experience, she shares how building a culture rooted in emotional intelligence and warmth drives both team performance and customer loyalty. In this episode, Jen dives into the operational power of AI, the untapped value of second response time, and the importance of aligning CX with business goals. She also opens up about her own journey through leadership challenges, hiring missteps, and the pursuit of becoming truly “unbothered.”

Guest Bio

Jen Burton is a CX Coach at Zendesk, where she leads the design and implementation of human-centric, data-driven performance systems that streamline operations and deliver outstanding results. With more than 15 years of experience in customer support and operations, Jen is widely recognized for her ability to build scalable, high-quality support systems across chat, SMS, and voice channels.

Her approach combines the power of AI with the nuance of human insight, empowering teams to operate with autonomy while driving both customer satisfaction and business success. Passionate about elevating the human experience, Jen also brings a deep commitment to fostering personal growth and authentic connections within teams.

Chapters

00:00 Introduction to Jen Burton and her leadership philosophy

03:42 Humanizing leadership: challenges and best practices

10:04 Reframing blame and building emotional resilience

13:42 Creating a warm and high-performing CS culture

20:21 Structuring support teams for scale and growth

24:07 Collaborating across teams: CX as a strategic partner

30:34 Making the business case for CX investments

33:59 Operational AI: from sentiment analysis to trend detection

42:54 Evolving CX metrics and performance management

51:37 Coaching and QA in modern CX environments

55:02 The future of CX: upskilling, AI, and journey thinking

59:16 Ownership and collaboration around customer journeys

01:01:50 Personal journey stories: growth through wins and losses

01:09:08 Where to find Jen and final reflections

Jochem’s Profile - ⁠⁠⁠⁠⁠https://www.linkedin.com/in/jochemvanderveer/⁠⁠⁠⁠⁠

Jen Burton - ⁠https://www.linkedin.com/in/jenburton/

Luciane Carrillo, Head of Customer Experience at Crunchyroll and former Netflix leader, joins the podcast to reflect on 13 years shaping CX at a global scale. She shares lessons from Netflix’s international expansion, how she's adapting them for Crunchyroll's anime-loving fanbase, and why cultural nuance, feedback, and empowerment are vital for modern CX leadership. From creating proactive CX teams to mentoring women through her Brava community, Luciane brings both strategic insight and heart to every touchpoint.

Guest Bio

Luciane is a trailblazer in customer experience, with over 15 years of expertise transforming how global brands connect with their audiences. At Netflix, she played a pivotal role in scaling customer experience strategies during the company’s groundbreaking global expansion, navigating cultural and operational challenges to deliver exceptional results.

Now leading CX transformation at Crunchyroll, a Sony Pictures subsidiary, Luciane is setting new standards by blending data-driven insights with empathetic leadership. Beyond her corporate work, she is the founder of Brava, a foundation dedicated to empowering and celebrating women.

Chapters

00:00 Introduction to Luciane Carrillo

01:37 What Crunchyroll is and how it differs from other streaming platforms

03:21 Comparing CX at Netflix vs. Crunchyroll

06:08 Reusing vs. reinventing the playbook in new orgs

09:44 Transferring soft skills and global mindset

10:37 Adapting Netflix’s culture of feedback at Crunchyroll

13:12 Navigating global teams and communication styles

16:43 How CX has evolved beyond support

19:27 Organizational structure to elevate CX impact

22:54 Building relationships with other teams

25:31 CX as a strategic foresight function

27:18 Designing for fans vs. users

30:59 Segmenting support based on culture and region

35:12 Balancing AI and human support in CX

37:18 Crunchyroll’s no-voice support strategy

38:50 Understanding AI chatbot effectiveness

40:00 Mentoring CX leaders and tackling systemic biases

45:49 Examples of bias in workplace systems

48:49 How Brava helps women navigate career challenges

51:42 How Luciane’s leadership style evolved

55:02 Recommended resources for CX and leadership

58:15 First, last, worst, best journey stories

01:02:42 Closing thoughts

Jochem’s Profile - ⁠⁠⁠⁠https://www.linkedin.com/in/jochemvanderveer/⁠⁠⁠⁠

Luciane Carrillo - https://www.linkedin.com/in/luciane-carrillo-4932137/

Martin Villanueva, Global Customer Engagement Lead at IKEA, shares insights on the evolving landscape of customer loyalty, AI-driven personalization, and omnichannel experiences. He discusses how IKEA balances digital and physical retail, the challenges of managing customer engagement across global franchises, and the role of AI in shaping hyper-personalized yet privacy-conscious interactions. Martin also explores how AI is transforming customer data management and decision-making, offering a glimpse into the future of intelligent, human-centered customer experiences.

Guest Bio

Martin Villanueva is IKEA’s Global Customer Engagement Lead, with a track record of pushing boundaries at global brands like McDonald's, Nike, adidas, and now IKEA. Combining strategic thinking, creativity, and a data-driven mindset, he delivers impactful results in every project. He is also a sought-after keynote speaker on customer engagement and innovation.

Beyond his professional achievements, Martin is an accomplished athlete and former captain of his university football team, where he honed his leadership and teamwork skills while competing in Australia’s Premier League. His career has spanned multiple continents—including Buenos Aires, the Netherlands, Panama, and Peru—and his studies have taken him to Hong Kong and New York, giving him a truly global perspective in his work.

Chapters

00:00 Introduction and Guest Welcome

01:57 Martin’s Background: From Sports to Global Brands

02:46 How IKEA’s Customer Experience Differs from Nike & Adidas

05:02 Is Customer Loyalty Still Relevant?

07:28 The Evolution of Loyalty Programs with AI

10:19 Emotional Loyalty vs. Transactional Loyalty

13:02 AI’s Role in Customer Engagement at IKEA

15:38 AI-Powered Personalization and Its Impact on Retail

16:42 Will AI Reduce the Need for Physical Stores?

19:19 IKEA’s Franchise Model and Customer Experience Strategy

22:08 How Global Franchises Adopt Customer Engagement Strategies

25:42 Measuring Engagement and Customer Lifetime Value

28:20 Handling Franchise Resistance to Global Strategies

32:27 How AI is Changing Decision-Making in Global Brands

34:23 AI Adoption at IKEA and Its Impact

37:15 How to Ensure AI Provides the Right Answers

40:48 Has AI Changed How Teams Analyze Customer Data?

42:31 The Role of Remote Work in Global Teams

45:34 Managing a Distributed Global Customer Engagement Team

48:11 How to Stay Close to Customers in a Global Role

50:58 Bringing Physical Customer Experience Insights to Digital Teams

53:14 AI-Enabled Retail Design and Behavioral Insights

56:10 Ethics of Influencing Customer Behavior in Retail

58:52 Closing Thoughts and Where to Find Martin

Jochem’s Profile - ⁠⁠⁠https://www.linkedin.com/in/jochemvanderveer/⁠⁠⁠

Thomas’s Profile - ⁠https://www.linkedin.com/in/martinrvm/

Thomas Caliman, Chief Experience Officer at ADEO, shares insights on the evolving role of design and customer experience in large organizations. He discusses how design and CX teams collaborate to drive business impact, the power of journey mapping for alignment, and the importance of connecting UX with business objectives. Thomas also explores the role of generative AI in customer research and experience design, offering a glimpse into the future of AI-powered personas and synthetic user testing.

Guest Bio

Thomas is the Chief Experience Officer at ADEO, the parent company of renowned brands like Leroy Merlin and Bricoman. With over 500 million customers, ADEO is committed to delivering exceptional customer experiences.

With more than 15 years of experience, Thomas has led 350 projects for 230 clients, earning nine prestigious awards for his expertise in user-centered design, customer experience (CX), and design team management. His innovative approach blends creativity with data-driven insights to drive transformative solutions.

Previously a trailblazer at Amazon and Microsoft, Thomas now serves on Adobe Think Tank’s Innovative Design Board, helping to shape the future of design thinking and customer-centric strategies.

Chapters

00:00 Introduction to Thomas Calimaux and His Background

01:19 Shaping the Future of Design Thinking at Adobe’s Design Board

04:05 The Role of Design in Business Performance and Growth

06:39 Aligning UX and CX with Business Goals

10:18 A Practical Example of Design Driving Business Impact at ADEO

13:33 The Amazon PR FAQ Method for Customer-Centric Design

17:17 The Evolving Role of Generative AI in Design

21:51 AI-Powered Personas and the Future of User Research

26:32 From Design to Chief Experience Officer: Thomas’s Unique Career Path

30:07 Bridging UX, CX, and Business Strategy

34:20 Organizational Structure and the Role of Tech in UX/CX

37:56 Journey Mapping and Opportunity Prioritization

42:35 How ADEO Prioritizes Business and Customer Experience Initiatives

49:52 The Shift Towards a Customer-Centric Culture at ADEO

53:06 Making Customer Journeys Accessible to Business Leaders

58:21 The Power of Customer Journeys in Aligning Organizations

01:03:06 Thomas’s Best, Worst, First, and Last Customer Journeys

Jochem’s Profile - ⁠⁠⁠https://www.linkedin.com/in/jochemvanderveer/⁠⁠⁠

Thomas’s Profile - ⁠https://www.linkedin.com/in/thomas-caliman/

Ain Chishty discusses the evolution of AI in customer experience, particularly in contact centers. He highlights the importance of optimizing business outcomes through AI, categorizing AI applications into automation, augmentation, and optimization. Ain emphasizes the significance of understanding customer journeys and personas in engineering design, advocating for a culture of customer centricity within engineering teams to ensure that products meet user needs effectively.

Jochem and Ain In this conversation the importance of a user-centric engineering culture, the significance of understanding user pain points, and the methodologies used in journey mapping and defining user personas. He emphasizes the need for quantifying the impact of customer experience and the balance between revenue generation and cost optimization in contact centers. The discussion also touches on the evolving role of AI in customer interactions, generational preferences in communication, and best practices for optimizing customer experience in large organizations.

Guest Bio

Ain is the EVP of Engineering and Technology at Affinity. They have been pioneering AI and CX since 2006 - Ain’s journey into computer engineering started all the way back in eighth grade, driven by a passion for elegant object design and the magic of coding. With a laser focus on building scalable, resilient, and customer-centric software solutions, Ain has shaped products that solve complex challenges and transform user experiences—particularly in the contact center space.

Chapters

00:00 The Evolution of AI in Customer Experience

13:07 Optimizing Business Outcomes with AI

20:04 Engineering Mindset: Customer-Centric Design

30:02 Building a Culture of Customer Centricity

36:32 Journey Mapping and Use Cases

42:59 Revenue vs. Cost Optimization in Contact Centers

52:00 Generational Preferences in Customer Interactions

01:01:00 Best Practices for Optimizing Customer Experience

Jochem’s Profile - ⁠⁠https://www.linkedin.com/in/jochemvanderveer/⁠⁠

Ain’s Profile - https://www.linkedin.com/in/ain-chishty/

In this episode, Daniela Carrillo, CX New Modalities Program Manager at Uber, shares insights into how Uber transforms customer experience (CX) through innovation and empathy-driven design. She discusses the importance of understanding diverse user needs across global markets and how balancing data with real-world insights leads to better customer solutions.

Daniela highlights the power of cross-team collaboration, the challenges of quantifying CX pain points, and how to build trust with product teams to ensure customer feedback drives meaningful improvements. She also explores the role of AI in CX, the impact of socio-economic context on user behavior, and the importance of asking the right questions to uncover actionable insights.

The conversation concludes with Daniela reflecting on her own best and worst customer journeys, reinforcing the value of simplicity, empathy, and trust in designing standout service experiences.

Guest Bio

Daniela Carrillo is a powerhouse in customer experience transformation and currently serves as the CX New Modalities Program Manager at Uber. Passionate about empathy-driven design, she specializes in uncovering the "why" behind decisions, bridging the gap between user needs and backend complexities to create seamless and impactful journeys. At Uber, Daniela plays a crucial role in developing innovative approaches that enhance customer experiences across diverse transportation modalities, ensuring the company's global services are tailored to local market needs.

Chapters

00:01 Daniela Carrillo’s role at Uber

01:17 What are “New Modalities” in Uber’s CX strategy?

03:53 Adapting Uber’s services to different markets

07:42 How Uber collects and applies customer insights

12:29 Why companies should balance data with real-world experience

19:24 How product teams engage with CX feedback

27:42 The power of storytelling in product development

34:22 Reading between the lines in customer research

40:16 The pitfalls of having too much data

49:55 Keeping CX research simple and effective

55:48 The role of AI in Uber’s customer support

57:49 Lightning round: Daniela’s best and worst customer journeys

Jochem’s Profile - ⁠https://www.linkedin.com/in/jochemvanderveer/⁠

Daniela’s Profile - ⁠https://www.linkedin.com/in/carrillodaniela/

The Experience Edge speaks to, Lasse Kragh Carstensen, Head of Digital Business & Channels at Sparekassen Danmark, shares how a customer-owned bank is redefining financial services with a human-first approach. He discusses the paradox of scaling while staying personal, how customer insights directly shape strategy, and why simplifying digital experiences matters more than adding features. Lasse also reveals the challenges of balancing AI with human service, the importance of friction hunting, and how Sparekassen aligns teams around the customer journey.

Guest Bio

Lasse is a dynamic business strategist and digital transformation expert with a proven track record of driving customer-centric growth. With extensive experience in the financial sector, including leadership roles in the banking and pension industries, Lasse has successfully managed complex projects and teams, earning recognition for his innovative approach to digital business development and agile product design. 

His work consistently bridges the gap between companies and their customers, delivering measurable business performance improvements.

Chapters

00:00 Introduction

02:25 How Sparekassen Danmark Differs from Traditional Banks

04:53 The Paradox of Staying Human While Scaling Efficiently

07:20 AI in Banking: Where Does It Fit?

12:10 Organizing Teams Around the Customer Journey

16:53 How Customer Feedback Informs Strategic Decisions

25:55 Digital Transformation in Banking: Key Challenges

35:39 Measuring Simplicity in Customer Experiences

47:13 The Future of Human-Centric Banking

55:58 The Importance of Continuous CX Improvement

58:00 Friction Hunting: Eliminating Pain Points in Banking

01:05:09 Closing Remarks & How to Connect with Lasse

Jochem’s Profile - https://www.linkedin.com/in/jochemvanderveer/

Lasse’s Profile - https://www.linkedin.com/in/lasse-kragh-carstensen-5ba84bb2/