In an era of high customer expectations, a great app or website is no longer enough. Success demands a seamless, consistent experience across every single touchpoint. But why do so many organizations still struggle with disconnected channels, treating their mobile, web, and in-store experiences as separate entities?
This week, host Nick Brunker is joined by Erik Haines, Managing Director of Technology, Mobile Apps, and Product Management at VML, to discuss why businesses can no longer afford to operate in silos. Erik breaks down the critical need for a unified product strategy, explaining how to shift from a channel-first to a customer-first mindset.
In this episode, you'll learn:
Read more from Erik on the subject with our friends at BottleRocket, here.
How is creative effectiveness being redefined in a world powered by first-party data and retail media? In this episode, Nick Brunker is joined by Mari Sokolowski, Performance Marketing Personalization Lead at Haleon, to explore the evolution of creative from a static asset to a living, dynamic system. They discuss how brands are adapting to retailers becoming powerful media companies, the mindset marketers need to bridge the gap between art and the algorithm, and the importance of balancing short-term performance with long-term brand love to create experiences that feel like a service, not a sell.
The game has changed. For over a decade, marketers mastered the art of climbing Google's rankings. But with the rise of AI Overviews and conversational search, the classic "10 blue links" are fading. We're in a new era where answers are synthesized and clicks are no longer the primary goal.
How can brands survive ...and thrive... in this new landscape? Host Nick Brunker welcomes back VML's Chief Discoverability Officer, Heather Physioc, who is on the front lines guiding global brands through this evolution.
In this episode, you'll learn:
On this episode of Human Centered, host Nick Brunker sits down with Jenny Collopy, Vice President and Chief Marketing and Communications Officer for The Christ Hospital Network, to explore the unique and complex role of the healthcare CMO. They discuss how to build a brand when the customer's journey is one of the most personal they will ever undertake, and how marketing a product that is fundamentally about trust, care, and human vulnerability differs from other industries. Jenny shares insights from her career path, the importance of mission-driven storytelling, the challenges of navigating patient privacy in a data-driven world, and how her team works to bridge the digital front door with the in-person clinical experience to build community trust.
Connect with Jenny on LinkedIn and learn more about the great work she's doing with The Christ Hospital Network
On this episode of Human Centered, host Nick Brunker welcomes Nick Yecke, Executive Director of Experience Strategy at VML, to explore the fascinating evolution of customer experience (CX). Inspired by Yecke's recent article in eXp Magazine, they chart a course through CX's history, from the early "Service Era" and "Satisfaction Era" through the "Relationship Era" and the current "Experience Economy." The conversation then dives deep into what Yecke terms the "Predictive and Autonomous Era," where AI, data analytics, and automation are set to reshape how businesses anticipate and fulfill customer needs proactively. They discuss key pillars like hyper-personalization, AI-driven self-service, emotion and context recognition, "Invisible CX," and the critical importance of ethical considerations and trust in this new landscape. Tune in to understand how the lessons of the past are shaping a future where CX becomes more intuitive, efficient, and deeply human-centered.
You can read Nick Yecke's article, "Looking Back, Looking Forward," in eXp Magazine here, beginning on page 48.
On this episode of Human Centered, host Nick Brunker welcomes Jason Gaikowski, VML's Chief Transformation Officer, to explore how AI is transforming creativity in marketing. Jason describes our industry's "engagement addiction" as creating "junk food for the soul" and argues we're experiencing an "event horizon" - a profound shift comparable to the industrial revolution. They discuss how AI might democratize creativity beyond creative departments, why questions will become more valuable than answers in an AI world, and the imperative to ensure machines work for us rather than the reverse. This conversation challenges us to reimagine our relationship with technology and rediscover creativity's true purpose: improving people's lives rather than simply driving engagement metrics.
Also be sure to check out Jason's new podcast, The Opinion Party!
On this episode of Human Centered, host Nick Brunker welcomes Dave Altis, Chief Experience Design Officer at VML, to explore the future of websites. As AI and Web3 technologies rapidly evolve, they discuss the limitations of current platforms and the impending shift towards agent-driven, hyper-personalized experiences. Dave shares insights on how brands can navigate this transition, from embracing AI-powered content delivery to designing for emotional connection in an increasingly automated world. They discuss the changing expectations of consumers and the role of storytelling in the age of AI. Get ready to rethink the future of websites and how they'll shape the way we interact with brands online.
On this episode of Human Centered, VML Chief Innovation Officer Brian Yamada joins host Nick Brunker fresh from CES 2025 to discuss the latest technological innovations shaping our future. From AI's evolution into the experience era to emotionally intelligent robots and breakthrough developments in health and accessibility, Brian unpacks how artificial intelligence is moving beyond content creation to fundamentally reshape how we interact with technology in our daily lives.
The conversation explores how brands can leverage these emerging technologies, the rise of local AI models, and what these developments mean for marketers and brands looking to create more meaningful consumer connections. Brian also shares insights on how companies can stay ahead of rapid technological change while maintaining authentic human connections in an increasingly AI-driven world.
In our annual predictions special of Human Centered, VML's Global CXDO Karen Boswell joins host Nick Brunker to forecast the major customer experience trends for 2025. Building on her accurate predictions from last year, Karen explores how AI will evolve from a transactional tool to an intelligent companion, reshaping how brands connect with customers.
The conversation delves into the future of personalization, emerging privacy concerns, and the impact of AI on both CX professionals and the health/wellness industry. Whether you're a brand leader, CX practitioner, or technology enthusiast, this forward-looking discussion offers valuable insights on navigating the rapidly evolving landscape of customer experience in the year ahead.
On this episode of Human Centered, host Nick Brunker, Group Director of Experience Strategy at VML, dives into the evolving landscape of holiday shopping just as Black Friday approaches. Joined by Michelle Baumann, VML's Chief Strategy Officer, they explore how brands are navigating what promises to be the most channel-diverse and technologically advanced shopping season yet.
Discover strategies for handling compressed commerce, leveraging social platforms for enhanced customer engagement, and maintaining service quality during high-volume periods. Michelle shares insights from VML's "Power of Peak" report, which highlights the transformation from a single-day shopping event to an extended season that reshapes customer expectations and behaviors.
Tune in to learn about managing AI-powered interactions, creating seamless omnichannel experiences, and optimizing mobile shopping. Whether you're a CX professional or a curious consumer, this episode offers valuable takeaways for delivering exceptional experiences during retail's most demanding season.
🔗 Links & Resources:
In this episode of Human Centered, host Nick Brunker and Ben Geheb, VML's global chief experience strategy officer, discuss the evolving landscape of customer experience. They explore why CX index scores are at their lowest point, the challenges of measuring CX ROI, and the shift away from CX being owned by a single department. The conversation delves into the need for collaboration across multiple business areas to create effective experiences, the role of AI in shaping future CX strategies, and the importance of aligning objectives and accountability in modern CX practices.
In this episode of Human Centered, host Nick Brunker chats with VML's global chief commerce officer, Beth Ann Kaminkow. They explore the ever-evolving world of commerce, emphasizing the importance of maintaining a human-centered approach amidst technological advancements. Plus, they discuss the emergence of 'Quantum Commerce', the influence of Gen Z consumers, and the impact of the impending 'cookie apocalypse'.
Check out some of Beth Ann's additional articles referenced in the episode:
In this episode of Human Centered, host Nick Brunker and co-host, Karen Boswell -- VML's Chief Experience Officer in EMEA -- are joined by Ed Beard, Marci Le Gaufey, and Andy Wardlaw. They dive deep into the concept of human investment and organizational psychology, discussing how to build teams and organizations with a human-centered approach.
The group shares their experiences and insights on fostering cultures of innovation and collaboration amidst disruption and change. They explore the importance of employee engagement, motivation, and well-being in building successful companies and brands. Listen in as they discuss tangible steps leaders can take to enhance these elements and the consequences of not addressing these issues in today's dynamic work environment.
We'd love to hear your feedback! Email the show: humancentered@vml.com. To learn more about the CX practice at VML, visit vml.com
On this episode of Human Centered, Nick Brunker and Karen Boswell, VML's Chief Experience Officer in EMEA, discuss the future of CX in 2024. They explore the potential impact of generative AI on businesses, evolving regulations around AI technology, and the importance of investing in talent.
Karen introduces the concept of Return on Human Investment (ROHI) as a key inclusion metric. Plus, they also predict the changing nature of the workplace and emphasize the power shift towards employees. Finally, they discuss how physical and psychological artifacts shape organizational culture and inclusivity.
Read Karen's full article about featuring her "24 Ponderings for 2024" here.
We'd love to hear your feedback! Email the show: humancentered@vmlyr.com. To learn more about the CX practice at VML, visit vml.com/cx
Episode 29: Beyond Keywords - Unlocking Employee Potential: A Human-Centered Approach to Learning and Growth
On this episode of Human Centered, host Nick Brunker chats with Loren Blandon, Executive Director of Learning, Growth and Experiences at VMLY&R. They explore the impact of applying human-centered design (HCD) principles and design thinking to enhance employee experiences, resulting in a more engaged, motivated, and innovative workforce that drives organizational success. Loren shares her thoughts on the psychology behind work, the significance of cultivating a learning and growth culture, and strategies for tackling the challenges presented by the hybrid workplace.
We'd love to hear your feedback! Email the show: humancentered@vmlyr.com. To learn more about the CX practice at VMLY&R, visit vmlyr.com/cx
Episode 28: Beyond Keywords: The Future of Search and AI in the Experience Era
On this episode of Human Centered, host Nick Brunker and Chief Discoverability Officer for VMLY&R, Heather Physioc explore the world of search and how AI is changing the game. With 8.5 billion searches processed by Google every day, it's no wonder that marketers and CX professionals are always looking for ways to optimize their websites with the right keywords. But as AI continues to evolve rapidly and become more democratized, the game is changing. Heather helps us understand how we got here, the implications of the change, and what CX experts need to be thinking about to adapt. From sequential connected queries to predictive search, we dive into how evolving technologies are changing the landscape and what it means for brands, marketers, and businesses. Join us as we explore the impact of AI on our world and how to create a more streamlined, integrated search experience in an increasingly fragmented search world.
We'd love to hear your feedback! Email the show: humancentered@vmlyr.com. To learn more about the CX practice at VMLY&R, visit vmlyr.com/cx
Episode 27: Navigating Customer Experience Insights from the 2023 Forrester CX Summit
On this episode of Human Centered, host Nick Brunker welcomes in VMLY&R Chief Strategy Officer, Ben Geheb and Executive Director of Technology, Martin Coady and discuss key themes from this year's Forrester CX Summit in Nashville. They delve into how the landscape of customer experience has evolved, and why the "low hanging fruit" of CX has already been picked. Plus, they explore the critical role of organizational alignment in achieving CX excellence... and why it's a necessity to bring marketing and sales teams together in a cohesive and impactful way.
We'd love to hear your feedback! Email the show: humancentered@vmlyr.com. To learn more about the CX practice at VMLY&R, visit vmlyr.com/cx
Episode 26: Innovating at the Intersection of CX & Commerce in Retail
On this episode of Human Centered, host Nick Brunker is joined by Charlie Wade, VMLY&R Commerce Global Executive Director of Growth & Innovation -- who delve into the dynamic relationship between customer experience and commerce in the world of retail. As the landscape continues to evolve, businesses are increasingly realizing the crucial role that CX plays in driving success and loyalty. They explore how CX and commerce intersect, and how this convergence is reshaping the retail industry. Plus, Charlie shares several key themes he heard during his visit to this year's World Retail Congress.
We'd love to hear your feedback! Email the show: humancentered@vmlyr.com. To learn more about the CX practice at VMLY&R, visit vmlyr.com/cx
Episode 25: Why Experience Brands Are Rethinking Loyalty
On this episode of Human Centered, host Nick Brunker is joined by VMLY&R Managing Director, Adam Troyak to chat about why (and how) brands are rethinking their loyalty programs -- and how it's merging with CX in a meaningful, fundamental way. They discuss how the perception of value is evolving, why building a relationship is crucial and how leaders can bring the best of their organization together in service of their customers & guests.
We'd love to hear your feedback! Email the show: humancentered@vmlyr.com. To learn more about the CX practice at VMLY&R, visit vmlyr.com/cx
Episode 24: Humanized Commerce – Driving Brand Purpose in a Digital World
On this episode of Human Centered, host Nick Brunker visits with Jay Picconatto, Head of Global Commerce at General Mills about the importance of humanizing -- and bringing purpose to -- some of the most recognizable brands in the world. They discuss how technology advancements, the COVID pandemic and ever-changing customer behavior have shaped the way he tackles creative marketing challenges. Plus, Jay shares his insight on how winning teams can embrace experimentation to deliver holistic, connected experiences while remaining human-solution oriented at the core.
We'd love to hear your feedback! Email the show: humancentered@vmlyr.com. To learn more about the CX practice at VMLY&R, visit vmlyr.com/cx
