Most CEOs agree Customer Experience drives business results. But few know how to make it work beyond the buzzwords.

In this episode, Dr. Zanna van der Aa shares the CEO án CX transformation lead perspective of her new book Once You See It — a practical guide for leaders who want to make human-centric transformation measurable, scalable, and real.

You’ll learn:

• Why 4 out of 5 CX programs fail — and how CEOs can prevent it
• The three-layered model to ignite, scale, and inspire transformation
• How to move from product-centric to human-centric systems
• What 21 leadership behaviors create lasting change
• Why compassion, courage, and reflection are the CEO’s most underestimated transformation tools

Zanna shows that CX isn’t a marketing initiative — it’s a strategic way to drive performance, culture, and purpose. Once you see it, you can’t unsee it.

Check out: zannavanderaa.com/onceyouseeit.

And watch the video podcast Once You See It here.

About Dr. Zanna van der Aa:
25 years in CX Transformation | PhD in Customer Experience | Author of Once You See It | 250+ transformations across 25 countries | Worked with Randstad, Egon Zehnder, Allianz

#CEOLeadership #CustomerExperience #CXTransformation #HumanCentricLeadership #OnceYouSeeIt #SystemicChange #BusinessStrategy

AI is transforming business, but not always in the right direction.
In CX, it’s easy to get lost in the hype. Tools that automate workflows are suddenly called “AI,” and efficiency becomes more important than experience.

This episode demystifies the five biggest myths about AI in Customer Experience—and shows how leaders can use AI to enhance the human experience instead of replacing it.

What you’ll learn:

• Why workflow automation ≠ AI—and why 90% of your business issues can be solved with the right IT basics
• Why “AI is moving fast” is true for startups, but not for corporate systems with legacy IT
• Why efficiency alone kills experience—and what design principles create a real win-win for business and people
• Why customer needs haven’t changed in 100 years (but the context has)
• Why removing friction isn’t enough—human connection drives satisfaction, not speed

The real power of AI?
To give people time back for what matters most: purpose-driven work, meaningful connections, and human flourishing.

About Dr. Zanna van der Aa:
25+ years in CX transformation | PhD in Customer Experience | Author of “Once You See It” | 250+ transformations across 25 countries | Worked with Randstad, Egon Zehnder, Allianz

#CustomerExperience #CXTransformation #AI #HumanCentricLeadership #DigitalTransformation #SystemicChange

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.

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(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?
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

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.

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(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?
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

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.

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(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?
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

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.

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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?
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

What happens when leaders combine structure with meaning? This conversation shows what’s possible and if you want to explore how to translate these ideas into action, just drop me a DM on LinkedIn.

Leadership is about more than strategies and metrics; it’s about balancing the head and the heart.

In this podcast, Emre Gurkan (CEO Zain Iraq) and I explore the journey of blending creativity and discipline, structure and spirit, to create meaningful transformation in organizations. Discover how authentic leadership, cultural transformation, and a focus on both hard and soft metrics can drive real impact.

This is a videocast available on YouTube via this link.

Whether you're leading a team or shaping your own journey, this podcast offers insights into combining logic with imagination for sustainable success. Watch now and learn how to 'run and fly' towards a brighter future.

Recorded in Kuwait in November 2024.

NB. This video podcast was recorded as part of the UNITY CX transformation program we are currently running in Zain Kuwait.

#humancentricity #cxtransformation #interview #zain #kuwait #customerexperience #inspiration

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Want to know more about me?

LinkedIn: https://www.linkedin.com/in/zannavdun/
Blog: https://zannavanderaa.com/blog/
YouTube: https://www.youtube.com/@dr.zannavanderaa
Newsletter:

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?
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

Meaningful leadership goes far beyond hitting targets. If you’re ready to weave purpose into your daily work, DM me on LinkedIn to dive deeper.

What does it take to make a business thrive for the long term? Hint: It’s not just about profit. In this heart-to-heart conversation, Naiara Cantabrana and Zanna discuss how human-centric leadership can be a game changer. Naiara, who has spent two decades at Randstad, reflects on the lessons she’s learned about aligning business goals with the well-being of employees and customers.

Prefer the video version? Check out on YouTube!
For timestamps see below.

We dive into topics like psychological safety, compassionate leadership, and why culture really does eat strategy for breakfast. Naiara reveals the practical steps leaders can take to foster a culture where employees feel safe, valued, and motivated. From balancing short-term pressures with long-term human-centric goals to real-life stories of compassionate decision-making, this conversation is packed with insights and actionable advice that every leader needs to hear.

Recorded in Barcelona in November 2024.

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Want to know more about me?

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

(00:17) Introductions and podcast origin story
(01:29) A shared philosophy on CX and EX
(02:40) Naya’s journey: from organizational psychology to leadership
(05:08) Transitioning from business to HR
(05:59) Passion for leadership and culture
(06:52) Human-ce

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?
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