🪞 What This Episode Is About:
What happens when you run an industrial-scale operation — but every mishap feels deeply personal? This episode unpacks the paradox at the heart of air travel: balancing relentless efficiency with real empathy. From lost bags and delayed flights to loyalty points and profit margins, we explore how airlines can turn operational friction into moments of trust — and why the brands that master this paradox will fly further with their customers.

📌 Key Themes:

• High Emotion, High Volume: Why one lost bag can undo a million smooth flights

• What Really Drives Choice: Price is king — but service is the tiebreaker

• Modern Loyalty: From transactional perks to lifestyle relationships

• Digital Transformation: Self-service, biometrics, and the limits of chatbots

• Empathy at 30,000 Feet: Empowered frontline staff as the hidden differentiator

• Service Recovery Paradox: How great problem-solving turns complaints into loyalty

💡 Featured Insights & Examples:

• Mishandled bags surged 75% in 2022 — 26 million bags mishandled

• 1 in 5 flights in the U.S. delayed in 2023 — 80% on-time sounds good, until you’re in the 20%

• Alaska Airlines trains employees to “Connect first, then act” — human before process

• Delta’s profit sharing and frontline empowerment build goodwill at scale

• Qantas CEO’s apology tour: loyalty is earned daily, not owed forever

• Younger travelers more willing to pay for experience — but demand digital ease

🗣️ Memorable Quotes:

“A mishandled bag is 0.7% for the airline — but it’s 100% for the passenger.”
“Operational excellence without emotional intelligence is a dead end.”
“Every disruption is a chance to prove you care.”
“In air travel, empathy isn’t extra — it’s the difference between an apology and a customer lost forever.”

📈 Why It Matters:
Airlines can’t control the weather — but they can control how they show up when things go wrong. In an industry where perfection is impossible, loyalty is built through micro-moments of understanding and decisive service recovery.

✅ Takeaway for Leaders:
Invest in tech to smooth the journey — but never forget the human at the gate, the agent with authority, and the little gesture that says we see you.

🔍 Listen Now and Reflect:
Are you flying for efficiency — or earning loyalty at every layover?

🪞 What This Episode Is About:
Behind every memorable customer experience is often a frontline employee who went off-script. In this episode, we explore how Ritz-Carlton, Four Seasons, and Airbnb Luxe design for trust, not just control—empowering staff to improvise, personalize, and create extraordinary moments that no checklist could predict. Because in high-stakes service, the difference between check-in and check-out is often a single human gesture.

📌 Key Themes:

• Autonomy in Action: Why service excellence starts with trust

• Improvisation over Protocol: When the magic happens beyond the manual

• Culture First, Rules Second: Embedding empowerment into the employee DNA

• Balancing Data and Humanity: Technology enables—people elevate

• From Service to Story: Turning ordinary moments into emotional loyalty

💡 Featured Examples:

• Ritz-Carlton's $2,000 rule & “Joshie the Giraffe” story

• Four Seasons staff improvising gifts, transport, or even giving a belt

• Airbnb Luxe's trip designers offering hyper-personalized, unscripted concierge care

• Panera and Hard Rock’s spontaneous service recovery moments that went viral

🗣️ Memorable Quotes:

“If you can’t trust your people with new tools, you probably don’t trust them with their current ones.”
“The best journeys aren’t planned—they’re discovered.”
“Checklists ensure consistency. Empowerment ensures connection.”
“A service playbook is useful—until the story changes. Then, your people are the playbook.”

📈 Why It Matters:
Empowered employees create the moments that customers remember—and retell. This episode offers a blueprint for building cultures where initiative thrives and experiences come alive.

✅ Takeaway for Leaders:
Don’t just train your people—trust them. Build structures that support improvisation, celebrate unscripted excellence, and equip teams to turn real-time needs into real impact.

🔍 Listen Now and Reflect:
Are your frontline staff following steps—or writing stories worth sharing?

🪞 What This Episode Is About:
Is it possible to delight millions—without becoming mechanical? In this episode, we go behind the scenes of the world's most iconic theme parks to explore how brands like Disney, Universal, and Europa-Park deliver consistent magic at massive scale. It's not just logistics—it's leadership. From scripted surprises to spontaneous moments, we ask: how do you design authenticity into a system? And what can CX leaders learn from environments built to create wonder under pressure?

📌 Key Themes:

• Deliberate Design: Why standout moments must be engineered—not left to chance

• Spontaneity Within Systems: Balancing protocols with freedom for magic

• Technology as Enabler: Tools that scale human connection, not replace it

• Brand Integrity at Volume: Maintaining emotional authenticity amid operational complexity

• Business Case for Surprise: Why emotional resonance drives return and revenue

💡 Featured Examples:

• Disney’s Pixie Patrol: Empowering cast members to deliver unscripted joy

• Universal’s Wizarding World: Immersive tech meets guest-driven interaction

• Europa-Park: Seasonal, cultural surprises with architectural and culinary authenticity

• NPS benchmarks: Disney (38), Universal (36), both above the industry average of 32

• 70% first-time visitor return rate at Disney underscores the power of designed delight

🗣️ Memorable Quotes:

“Delight isn’t accidental. It’s operational.”
“Script the structure—then set people free within it.”
“Technology should be invisible when magic is happening.”
“Authenticity scales when your frontline owns the brand, not just the process.”

📈 Why It Matters:Customer experience at scale often becomes synonymous with control. But what if the goal isn’t just efficiency—but emotion? The most loved brands don’t just serve—they surprise. And they design for it.

✅ Takeaway for Leaders:Start building systems that invite magic: empower your people, use tech wisely, and embed your values so deeply that even your busiest days feel personal.

🔍 Listen Now and Reflect:Are you optimizing for throughput—or engineering moments people will never forget?

🪞 What This Episode Is About:
Artificial Intelligence isn’t just transforming how we serve customers—it’s redefining what service is. In this episode, we explore how AI is shifting customer experience from reactive to predictive, from scripted to hyper-personalized, and from human-led to human–machine collaboration. But as AI grows smarter and more empathetic in tone, a deeper question arises: What happens to trust, authenticity, and the human touch?

📌 Key Themes:

• AI as First Contact: From chatbots to copilots, AI is the new front door

• Simulated Empathy: The power—and limitations—of AI-generated care

• Agentic AI & Digital Labor: Autonomous AI is reshaping workforce dynamics

• From Automation to Orchestration: Personalization, prediction, and proactive support

• Hybrid Leadership: Why the future is neither human nor AI—but both, by design

💡 Featured Trends & Examples:

• 58% of consumers now start product research with AI

• AI-generated retail traffic grew 1300% YoY during the 2024 holiday season

• Zendesk clients using branded AI copilots see 22% higher retention

• Gartner predicts 80% of customer issues will be autonomously resolved by 2029

• AI chatbots in 2025 now match human tone, sentiment, and personalization at scale

🗣️ Memorable Quotes:

“Empathy isn’t just a human trait anymore—it’s a design decision.”
“The new CX battleground isn’t your website—it’s someone else’s AI.”
“Customers won’t ask if your chatbot is human. They’ll ask if it understands them.”
“The real power of AI isn’t speed. It’s foresight.”

📈 Why It Matters:
CX is no longer a function—it’s an ecosystem. The brands that thrive will master the choreography between automation and humanity, ensuring technology deepens connection, not just efficiency.

✅ Takeaway for Leaders:
Redesign your CX around orchestration, not replacement. Prepare your team, your data, and your ethics for a world where AI doesn’t just support service—it shapes it.

🔍 Listen Now and Reflect:
Are you designing your AI—or is your AI redesigning you?

🪞 What This Episode Is About:
The Net Promoter Score was supposed to be the one number to rule them all. But as more leaders look beneath the surface, a question emerges: has our obsession with NPS made us forget what it was meant to serve—understanding the customer? In this episode, we explore the rise, misuse, and rebirth of NPS. It’s not about abandoning the metric, but about moving from scores to stories—and reclaiming CX as a strategic leadership tool, not just a scoreboard.

📌 Key Themes:

• The Simplicity Trap: Why NPS works—and where it fails

• Score Chasing vs. Systemic Improvement: The culture risk behind tying NPS to bonuses

• Beyond the Number: The growing shift toward multi-metric CX ecosystems

• Customer Stories, Not Just Sentiment: Moving from one-dimensional scores to root cause learning

• Leadership Shift: From PR metric to operational insight

💡 Featured Examples & Lessons:

• Apple, Virgin Media, LEGO (Post-turnaround): Success via NPS-informed culture, not just measurement

• Wells Fargo, United Airlines, Target Canada: Cautionary tales of score manipulation and shallow CX insights

• NPS 3.0 / Earned Growth Rate: Integrating NPS with behavioral and financial outcomes

• Fujitsu, Adobe: Leading with holistic VoC programs and AI-powered feedback analysis

🗣️ Memorable Quotes:

“NPS should be the beginning of the conversation—not the end.”
“You can’t solve a customer’s pain with a dashboard.”
“Customers are messy. They don’t fit into tidy categories like ‘Promoter’ or ‘Detractor.’”
“CX excellence isn’t about scoring points. It’s about winning hearts.”

📈 Why It Matters:
Too many leaders use NPS as a mirror—when what they really need is a microscope. This episode is a call to stop worshipping the score and start listening to the story behind it.

✅ Takeaway for Leaders:
Use NPS wisely. Don’t chase it. Build feedback systems that go deep, close the loop, and turn customer frustration into organizational learning. Your customers are talking—are you really listening?

🔍 Listen Now and Reflect:
Is your NPS culture measuring loyalty—or masking what your customers are trying to tell you?

🪞 What This Episode Is About:
While the world rushes toward frictionless convenience, LEGO has built a different path—one brick at a time. In this episode, we explore how LEGO’s customer experience model thrives on tactile play, intentional constraints, and a philosophy that says: effort matters. With initiatives like LEGO Insiders, sustainability campaigns, and inclusive retail experiences, LEGO shows that loyalty isn’t earned by removing friction—but by designing the right kind of it.

📌 Key Themes:

• Tactile Power: Why physical interaction builds stronger emotional connections

• Creative Constraints: How limitations unlock imagination—and loyalty

• Constructive Friction: Deliberate effort that deepens satisfaction

• Hybrid Play: Seamlessly blending digital and physical to elevate experience

• Community and Co-Creation: Designing with—not just for—the customer

💡 Featured Examples:

• LEGO Insiders: Loyalty through unified, cross-platform engagement

• LEGO Ideas: Fans design the future, friction included

• City Missions: No instructions, just creativity

• Inclusive Stores: Sensory-friendly certifications in partnership with KultureCity

• Sustainability Wins: Brick reuse, takeback programs, and material upgrades

🗣️ Memorable Quotes:

“Customers don’t just consume LEGO—they co-create it.”
“Friction, if done right, becomes the heartbeat of a meaningful experience.”
“LEGO shows that effort isn’t a barrier—it’s part of the reward.”
“Unlimited choice often paralyzes. Smart constraints liberate.”

📈 Why It Matters:
LEGO flips the script on CX trends. Their model teaches us that ease isn’t always the answer—and that purposeful complexity can build unforgettable experiences.

✅ Takeaway for Leaders:
Stop obsessing over removing all friction. Start designing better friction—experiences that invite effort, reward curiosity, and turn customers into committed creators.

🔍 Listen Now and Reflect:
Are you giving your customers a smooth ride—or a meaningful journey?

No Rivals, No Excuses: Leading CX in the Public Sector

🪞 What This Episode Is About:
Public services don’t compete. Citizens can’t switch providers. So how do public leaders drive great experiences without the push of market pressure? In this episode, we unpack the paradox at the heart of public sector CX: limited choices, but unlimited responsibility. From infrastructure breakdowns to human dignity gaps, we ask—what does it really mean to lead CX when there's no competition but everything at stake?

📌 Key Themes:

• The Trust Paradox: Earning trust without market pressure

• Systemic Constraints: Legacy tech, regulation, and compliance mindsets

• Digital ≠ Better for All: Inclusion gaps in digital-first strategies

• CX Stewardship: A leadership model that goes beyond KPIs

• Balancing Efficiency and Equity: How public leaders can rethink success

💡 Featured Examples:

• USCIS Modernization: Reduced backlog by 15% through smart process redesign

• City of Edinburgh & Stonnington Council: Local CX wins despite regulation

• The Netherlands: Standardized CX maturity model and human-tech balance

🗣️ Memorable Quotes:

“In public service, there’s no competition—but there is accountability.”
“Legacy systems are not just technical debt; they’re trust liabilities.”
“Digital transformation without human connection is just bureaucracy at scale.”
“CX stewardship means leading with empathy, even when the system resists.”

📈 Why It Matters:
When the stakes are life-impacting services, trust becomes the currency of good leadership. Public sector CX isn’t about customer loyalty—it’s about public legitimacy.

✅ Takeaway for Leaders:
Excellence without competition requires CX to be a leadership mindset, not a compliance box. Start with trust, lead with empathy, and build systems that serve every citizen.

🔍 Listen Now and Reflect:
Are we building systems that serve citizens—or just managing systems that serve us?

🪞 What This Episode Is About:
We love to say “everyone owns the customer.” But in most organizations, that really means no one does. In this sharp and provocative episode, we explore the dangerous comfort of outsourcing customer experience—not just to vendors, but to silos, systems, and internal excuses. From Klarna’s AI reversal to B2B blind spots, we examine what happens when leadership disappears from CX.

📌 Key Themes:

• The illusion of shared CX ownership—and its real cost

• Leadership’s failure to take strategic responsibility for customer outcomes

• Toxic incentives and cultural rot (Wells Fargo, United Airlines)

• Fragmented tech and data: the unseen CX killers

• The false promise of outsourcing without oversight

• How to rebuild true CX leadership accountability

💡 Featured Examples:

• Klarna: AI-first customer service gone wrong

• Wells Fargo: How bad incentives normalized fraud

• United Airlines: Prioritizing efficiency over human dignity

• British Airways & Comcast: Tech failures, complacency, and CX collapse

🗣️ Memorable Quotes:

“Everyone owns the customer? In most orgs, that means nobody does.”
“Executives treat CX as a function, not a strategic priority—and that’s the problem.”
“Outsourcing CX doesn’t remove your accountability. It just hides it.”
“Leadership isn't just top-down. It's boots-on-the-ground when it matters most.”

📈 Why It Matters:
Customer experience isn't just a service issue—it’s a leadership competency. And if leaders don't own it, no amount of automation or outsourcing can save the brand.

✅ Takeaway for Leaders:
CX must be owned, understood, and actively led. Accountability starts at the top, crosses silos, and demands more than metrics—it demands courage.

🔍 Listen Now and Reflect:
What are you really leading: your customer metrics, or your customer experience?

In this episode of The CX Lens, we delve into the evolving landscape of B2B customer experience management (CXM) as we approach 2025. With CX becoming a pivotal differentiator, B2B organizations face the challenge of delivering value across complex customer journeys involving multiple stakeholders. We explore strategic CXM archetypes, the impact of emerging technologies like AI and blockchain, and how leaders can align CX initiatives with both operational efficiency and emotional resonance.

💡 What You’ll Learn:

• The growing significance of CXM in B2B markets

• Three universal CX goals: Relieve, Enable, Enrich

• Strategic CXM archetypes: Champion, Cherry Picker, Minimalist, Fashionista

• The transformative role of AI, IoT, and blockchain in B2B CX

• Aligning sustainability and ethical practices with CX strategies

• The importance of data-driven decision-making in refining CX

• Overcoming internal resistance to foster a customer-centric culture

📚 Sources & Inspiration:

• Wirtz, J., Kowalkowski, C., Jaakkola, E., Holmlund, M., Ulaga, W., & Ahmed, T. (2025). Customer experience management in B2B markets: CXM value propositions and archetypical CXM strategies. Journal of Business Research, 189, Article 115165. https://doi.org/10.1016/j.jbusres.2024.115165

• Forrester Research. An Inside Look At The Forrester B2B CX Index. Demand Gen Report. https://www.demandgenreport.com/blog/an-inside-look-at-the-forrester-b2b-cx-index/7400/

• 1827 Marketing. (2024). Reimagining B2B Customer Experience in 2025: Strategies for Success. https://1827marketing.com/smart-thinking/reimagining-b2b-customer-experience-in-2025-strategies-for-success

• Zolkiewski, J., Story, V.M., Burton, J., Chan, P., Gomes, A., Hunter-Jones, P., O'Malley, L., Peters, L., Raddats, C., & Robinson, W. (2017). Strategic B2B customer experience management: The importance of outcomes-based measures. Journal of Services Marketing, 31(2), 172–184. https://doi.org/10.1108/JSM-10-2016-0350

🧠 CX Lens
The CX Lens explores what it truly takes to lead through the eyes of the customer.

What looks like a tech reversal is often a leadership reckoning. Klarna made global headlines when it slashed human support jobs in favor of AI—only to later rehire. But this isn’t a story of retreat. It’s a mirror for every leader chasing efficiency. When fast isn't enough, when empathy can’t be faked, when trust starts slipping… how do you steer? Klarna’s pivot reveals something deeper about what it really means to lead customer-first in an AI age.

What if the “magic” of Disney wasn’t magic at all? In this episode, we unpack the carefully engineered reality behind Disney’s customer experience playbook. From obsessing over details to empowering employees as performers, Disney has turned process into enchantment. But here's the tension: can modern leaders replicate this without falling into the trap of surface-level mimicry? Or worse—thinking that culture alone will conjure CX excellence? We explore what’s replicable, what’s not, and what leaders must truly internalize to lead customer-first organizations.

What happens when a podcast is fully created by AI — but led by the customer perspective?

In this short introduction, we unpack what The CX Lens is all about: a weekly, AI-generated podcast curated by CX strategist Ludo Raedts, designed for leaders who believe customer experience isn’t just a function — it’s a lens that reshapes how we lead.

You’ll hear how tools like NotebookLM and Perplexity are used to generate each episode, how a custom GPT assistant challenges the process, and why this series skips the fluff to focus on sharp, customer-centric insight.

No human voice recordings. No generic leadership talk. Just AI storytelling with strategic intent.

Welcome to the lens.