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Getting CX Right with CTMA - Welcome to the series

Getting CX Right with CTMA, a podcast series with Paul Linnell  

The podcast series to put the power of success in your hands, and help you expose the myths, master the methods, conquer the challenges, and enjoy the benefits of having happy, loyal, and supportive customers, by getting customer experience right!

Customer experience has become one of the most talked-about, but high-risk and reluctant areas of business investment.  Everyone seems to agree it’s important, but find it hard to justify why it’s important, why it should be improved, how much should be spent on it, and even, on what it should be spent!

Join me in this podcast series where I’ll be tackling some of the big challenges that often block the path to delivering effective customer experiences, and helping you to answer some of the big questions that often stand in the way of progress.

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Episode list

#000: Welcome to “Getting CX Right with CTMA” - Launch episode

Welcome to the series

In this launch episode I want to let you know what this podcast series is all about, and why it’s so important to you and your organisation now.

We’re on a mission: to demystify customer experience and put the power of success in your hands, so you can take control and manage your customers’ experiences, before they ‘take over the wheel’ and manage yours.

In this series, I’m going to tackle some of the big challenges that, like big boulders, often block the path to delivering effective customer experiences, and I’ll answer some of the big questions that can stand in the way of progress.


#001: The “Reality-Clarity” Challenge - Why Bother with CX?

Stop Juggling

Everyone agrees that it’s nice to give customers a good experience, but there’s often a lack of clarity quantifying why it’s important, and then, justifying the reality of why it should be improved.

This is a big enough challenge for business where there’s an intuitive link between satisfying customers, and getting them to come back to buy more, but it can be an even greater challenge in the public sector, where customers seldom have a choice of an alternative supplier.  If an organisation can’t clearly define a business justification for improving customer experiences, it’s programme is very likely to underperform, get stuck or fail to start!

In this episode I look at “The Reality-Clarity Challenge” - possibly one of the most common, least understood, and most important challenges to get right.  So let’s “dig out this boulder”, see what it’s all about, and devise a plan to master it.


#002: The Measurement Challenge - What’s My Score?

The Measurement Challenge

There seems to be something very wrong with the way many businesses, and public services, measure their customers’ experience.  Their customer experience metrics seem to mask potential failure, mystify effective management, absolve accountability, and do nothing to drive actions to improve.

There’s no shortage of metrics used to measure customer experience, but decades of measuring it has left the boardroom, and entire businesses, spending more time debating “what NUMBERS to use” to MEASURE it, than “what ACTIONS to take” to IMPROVE it.

If you’re investing in voice-of-the-customer and measurement programmes, and not YET seeing many improvements – you are NOT ALONE.  In this episode I discuss a five step path to measurement and voice-of-the-customer maturity, along which many organisations set out, but only a few manage to get past the half way point - and that’s when they encounter this big BOULDER, “The Measurement and Accountability Challenge”


#003: The Setting Priorities and Taking Action Challenge

Strategies for Taking Action

A staggering finding from one of our benchmarking studies of top 200 companies and public sector bodies showed how few organisations effectively use data from customer feedback and surveys to drive improvements and take action.  Many seem to have their CX improvement “take action switch” set to a default setting of “INACTION”, instead of a setting of “LET’S TAKE ACTION”.  They’re almost stuck in a groove, looking for reasons and excuses for “WHY we CAN’T do anything about it” instead of actively looking for “WHAT CAN we do about it”.

If you think you might be stuck in this groove, join me in this episode for a strategy where you can flip your switch and always be ready to TAKE ACTION.


#004: The Enterprise Engagement Challenge

The Enterprise Engagement Challenge

Organisations that don’t treat their customer experience programme as an enterprise-wide transformation, are typically hindered by a lack of strategic purpose, limited cooperation, and an absence of measurable benefits.

It’s no wonder that so many organisations seem to have a history of multiple attempts to launch projects to improve “customer service”, “service quality”, “customer satisfaction”, and “customer experience”, with each ending in eventual frustration and disappointment.

In this episode, I look at three key elements that should be included in a customer experience improvement programme to help make it become an enterprise-wide, self-sustainable and successful transformation that truly embraces customer excellence, and gets everyone involved with a shared sense of purpose, collaboration and accountability.


#005: The People Engagement Challenge

The People Engagement Challenge

So many customer experience improvement programmes, underperform, get stuck, or fail to start, because they didn’t place enough attention on involving everyone in the transformation process.

The ultimate success of a customer experience improvement programme, depends on the successful involvement, development and nurturing of leadership, skills, collaboration and the engagement of all the people who work in an organisation, and its suppliers and business partners.

In this episode, I look at how to get, and keep, everyone “on board” and actively, willingly and effectively participating in driving the CX mission.


#006: The Keeping Improvement Continuous Challenge

The Keeping Improvement Continuous Challenge

The need to keep up the momentum of continuous improvement, and keep pace with the changing needs, wants and expectations of customers, never ends.  The big challenge is how to keep continuous improvement “continuous, and avoid the risk of lapsing into the complacency of the past.

In this episode, I want to look at why customer experience improvement programmes often seem to fizzle out and come to a STOP.  I’ll be looking at number six, in our series of BIG “BOULDERS” that often block the path to sustainable customer excellence.  It’s the one I call the Keeping Improvement Continuous Challenge.


#007: Stop Juggling and Start Creating Value

Stop Juggling and Start Creating Value

It’s taken a global crisis to re-focus businesses and public services on creating genuine value instead of the old way of simply juggling the needs of the business, against the needs of customers and against the needs of staff - a situation, where in the end – NOBODY wins!

In this episode, I want us to look at THE BIG PICTURE of why customer experience has become so important today, and why - “It’s time to stop juggling, and start creating value”


Let’s have a chat

If you are working on a customer experience improvement programme, I’d love to hear about your work, and if you are facing any challenges we may be able to help.  Please get in touch and I’ll schedule a Zoom Meeting.  Schedule a call


About your host - Paul Linnell

Paul LinnellPaul Linnell is a customer experience and service quality improvement champion, working internationally with senior managers and their teams to help them achieve business success, reduce risk and build customer loyalty and advocacy by taking actions to improve customer experiences.  Paul specialises in the design and deployment of customer experience measurement, service quality improvement, complaints handling and preventive analysis programmes. Industries he has worked with include, Automotive, Consumer electronics, Consumer goods, Electricity & Gas retail, Financial services, Information technology, Local Government and Public Sector, Media / Publishing, Passenger travel (Rail, Air and Sea), Pharmaceuticals and Telecommunication. Paul has worked with clients and presented on these subject at conferences and corporate events in the UK, Europe, North America, the Middle East, Australia and New Zealand.  Originally from the UK and now based in New Zealand, he continues to serve clients globally.

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