Discovering CX Transformation
Based on her PhD in CX and her 25+ years of experience driving CX transformation programs globally, dr. Zanna van der Aa explains the core concepts of Customer Experience transformation, navigating you through the sense and nonsense, sharing do's and don'ts, lessons learnt and successful, inspiring interventions.
She combines her scientific background with a very no-nonsense, pragmatic, energizing approach that you can apply immediately in your day-to-day work. Always connecting it to her vision of creating more Human Centric organisations by focusing on the three pillars of successful CX transformation: customers, employees and purpose.
Discovering CX Transformation
The Value of Direct Feedback is Highly Overrated | EPS #46
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
More info?
Newsletter -> https://zannavanderaa.com/cxleague/
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