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Bringing customers back: The power of memorable moments in CX

As a passionate advocate for customer experience, I continually seek ways to make CX not just effective, but extraordinary. That’s why, in my latest episode of CX Leadership Talks, I introduced a new framework close to my heart: the CX Boomerang. This isn’t just about ticking boxes – it’s about creating business value by crafting experiences your customers will remember and return to, again and again. 

Why memorable experiences matter more than ever

We live in an era where meeting expectations is no longer sufficient. To forge lasting loyalty, we must focus on what customers actually recall: the standout moments that shape their memory of your brand. Insights from Daniel Kahneman’s research on the “experience vs. memory” gap show us that people remember the peaks and the endings, not every interaction. If you want customers to return – just like a boomerang – your CX must intentionally create these moments. 

Introducing the CX Boomerang model

Drawing inspiration from the Forrester CX triangle and the practical wisdom of “The Power of Moments” by Chip and Dan Heath, I’ve developed the CX Boomerang model. What sets it apart? Its four distinct pillars: 

  • Effective – Meet real customer needs and solve tangible problems. 
  • Easy – Reduce friction and make every interaction seamless. 
  • Enjoyable – Infuse delight, personality, and that all-important human touch. 
  • Memorable – Build signature moments that imprint your brand on your customers’ minds. 

When you hit the sweet spot between business value and customer value – aligning these four Es – you don’t just serve customers; you turn them into loyal advocates. 

From theory to practice: Small moments, big impact

My mission as a CX educator is to make customer experience practical and actionable. A few simple but powerful examples from the episode: 

  • Coolblue’s laundry delivery: Not only do they deliver and install your machine, they remove the old one – a flawless, no-hassle transition that customers talk about. 
  • Emirates’ Polaroid keepsake: A first-class upgrade marked not just by luxury, but by a flight attendant snapping a Polaroid to commemorate the occasion – transforming a flight into a cherished memory. 
  • Dental practice greeting cards: When a patient cancels due to illness, a handwritten “get well soon” card follows. Is it scalable? Absolutely, when systems and culture align. 

These are more than gestures; they are strategic choices embedded into company processes and culture, designed for consistent delivery and measurable uplift in loyalty. 

Create your own Boomerang effect

Ask yourself – as a CX professional, business leader, or passionate entrepreneur – where in your journey can you inject a moment that customers will never forget? Whether you take a comprehensive, constructive approach or start small with a memorable surprise, the return on effort can be exponential. 

The beauty of the CX Boomerang is its scalability and adaptability. It’s not about perfection at every touchpoint, but about designing deliberate, positive peaks that win both hearts and business. 

Curious to learn more? Let’s go further, together

This episode was created to challenge, inspire, and equip you to elevate your CX practice – whether you’re a seasoned leader or just beginning. If you’re ready to transform your customer journeys into engines of loyalty and growth, I invite you to listen to the full podcast episode here for practical advice, fresh insights, and even more real-life examples. 

You’ll find value not just in the frameworks, but in the stories and actionable steps you can apply right away. And if you’re looking for a keynote speaker, educator, or CX advisor who doesn’t just teach the theory but lives and breathes customer experience, I’d love to connect. 

Let’s create customer moments that boomerang back to your business – again and again. 

Here’s to delivering moments that matter and watching your business value boomerang back to you. 

Want more CX leadership insights? Listen to the full episode, connect with me on LinkedIn, and sign up for my weekly CX Greetz.

Until next time, keep spicing up your Customer Experience leadership.

 

*****

Nienke Bloem is often called the Customer Experience speaker in the blue dress. 

She’s a global CX thought leader, educator and a global keynote speaker who inspires audiences with best practices and proven methodologies. She leads a speaking practice, a CX game company and a training business; she breathes Customer Experiences and is author of two CX books.

Her two-day Customer Experience Masterclass is known as the best program to prepare for your CCXP and she is the go-to person voor CX leaders who want to advance their leadership and bring direct results from their Customer Experience transformation programs. Since 2020, she hosts a CX Leadership Masterminds program and helps leaders spice up their leadership and deliver an engaging CX Story including a solid CX Strategy. Besides, she is a modern-day pilgrim and found the parallel with leading customer centric transformations. 

With her over 20 years corporate experience, she speaks the business language. Her keynotes and education programs in Customer Experience are inspiring and hands-on. She is one of the few Recognized Training Partners of the CXPA and it is her mission to Make Customer Experience Work and help you deliver business results. Subscribe to her weekly CX Greetz to stay tuned. 

 

/door
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CX is a pilgrimage – According to AI

Episode 53 of CX Leadership Talks is unlike anything I’ve shared before.

While I was in Singapore recently, exploring the world of Artificial Intelligence – from smart chatbots to creative content tools – I had an idea. What if I handed over the mic… to AI?

I gave an AI called Notebook LM access to my book CX is a Pilgrimage, and let it do what it does best: analyze, remix, and create. The result? Episode 53 of my podcast, entirely written and voiced by AI. No blue dress. No Nienke voice. Just my ideas, reimagined in a completely new way.

It’s a little weird.
It’s very experimental.
And honestly… it’s kind of brilliant.

I believe in staying curious. In trying things before I fully understand them. In testing what technology can mean for our work in customer experience. This episode is a playful, surprising example of exactly that.

So: ready to hear what AI thinks about CX is a Pilgrimage?

Listen to episode 53 here.

Let me know what you think. Is this the future of CX storytelling?

Until next time, keep spicing up your Customer Experience leadership.

 

*****

Nienke Bloem is often called the Customer Experience speaker in the blue dress. 

She’s a global CX thought leader, educator and a global keynote speaker who inspires audiences with best practices and proven methodologies. She leads a speaking practice, a CX game company and a training business; she breathes Customer Experiences and is author of two CX books.

Her two-day Customer Experience Masterclass is known as the best program to prepare for your CCXP and she is the go-to person voor CX leaders who want to advance their leadership and bring direct results from their Customer Experience transformation programs. Since 2020, she hosts a CX Leadership Masterminds program and helps leaders spice up their leadership and deliver an engaging CX Story including a solid CX Strategy. Besides, she is a modern-day pilgrim and found the parallel with leading customer centric transformations. 

With her over 20 years corporate experience, she speaks the business language. Her keynotes and education programs in Customer Experience are inspiring and hands-on. She is one of the few Recognized Training Partners of the CXPA and it is her mission to Make Customer Experience Work and help you deliver business results. Subscribe to her weekly CX Greetz to stay tuned. 

 

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The Boomerang effect: How a hidden bar inspired a new Customer Experience model

Last week, I had the pleasure of visiting Singapore – and what a week it was! I spoke at the APSS Speaker Summit, met fabulous fellow professionals, and on one unforgettable evening, hosted The CX Game at a local CX Meetup. A big thanks to Avi Liran for the connection and Irene Lim for the organization. And no, we didn’t meet in a conference room. Not in a hotel ballroom. But in a hidden speakeasy cocktail bar, tucked inside a historic colonial building: Chandu Bar.

And that evening? It didn’t just stay with me.
It sparked a whole NEW CX insight.

Let me explain.

I had the honor to speak to a group of 30 Certified Speaking Professionals, I could say, the crème the la crème of the speaker world. From Australia, to Malaysia, from the USA to India. Many of them sell keynotes and training – and I wanted to help them think through the customer experience they offer. I started with the fundaments, Forrester CX Pyramid: Effective, Easy, Enjoyable. But I felt… something was missing.

Because truly exceptional experiences?
They don’t just meet expectations, they are not just easy and enjoyable. No, those professionals want their experiences to be remembered. To be sticky. Not just their stage presence. But in the whole customer journey.

So I played around with the Forrester CX pyramid and… added a fourth layer: Memorable.
And that’s how the Boomerang CX Model was born, to show how great CX brings customers back. How to get repeat business (and boost ROI)!

Introducing the Boomerang CX Model

Let’s walk through the layers, and I am using that night at the Chandu bar as the example – to make it practical:

✅ Effective – Meeting needs

Chandu Bar, hidden within The Robertson House, does exactly what it promises: a crafted cocktail experience in a luxurious, history-rich environment. From the welcome to the drink menu, it delivers.

✅ Easy – Effortless

Finding it? A little tricky (as all good hidden bars are). But once inside, it’s smooth sailing. Quick, attentive service. Clear communication. Delicious drinks, no hassle. Even the ordering process was a breeze.

✅ Enjoyable – Positive emotion

The vibe? Spot on. Jazz in the background. Thoughtful interior design that nods to the past, because this was the place where Dr Robertson hosted his inner circle. Smoking Opium and doing business. And staff who actually enjoy sharing the bar’s story. I could feel the pride and passion, it was infectious.

✅ Memorable – Lasting impressions

Now here’s the magic: the coin.
A symbolic token shaped like the moon, a nod to the word “Chandu” (which means “opium” in Malay and “moon” in Hindi). The bartenders sometimes gift this to special guests, inviting them back for a drink, no strings attached.

That night, Kuma and Carlo, our wonderful hosts, gave me one too. A small gesture, yes. But one I’ll never forget. A token that is now on my desk in the Netherlands and I will always think back to that CX game nights in the Chandu bar.

That’s the Boomerang. That’s what brings people back. That’s what turns a good experience into a story you tell your friends, and why I gave the bar a five star review on Google and will tell all my friends to go.

How to translate this to your CX Leadership:

There are two questions worth asking when it comes to being memorable and that I want to give to you:

  1. What do your customers remember now about your organization’s customer experiences?
  2. Where in your journey could you add a memorable moment — like the Chandu coin?

So now, dear CX friend, I’d love your thoughts.

What do you think of the Boomerang CX Model?
Does it resonate with you? Would you add or change anything? Would you use it? Feel free to share your insights in the comments!

Until next time, keep spicing up your Customer Experience leadership.

*****

Nienke Bloem is often called the Customer Experience speaker in the blue dress. 

She’s a global CX thought leader, educator and a global keynote speaker who inspires audiences with best practices and proven methodologies. She leads a speaking practice, a CX game company and a training business; she breathes Customer Experiences and is author of two CX books.

Her two-day Customer Experience Masterclass is known as the best program to prepare for your CCXP and she is the go-to person voor CX leaders who want to advance their leadership and bring direct results from their Customer Experience transformation programs. Since 2020, she hosts a CX Leadership Masterminds program and helps leaders spice up their leadership and deliver an engaging CX Story including a solid CX Strategy. Besides, she is a modern-day pilgrim and found the parallel with leading customer centric transformations. 

With her over 20 years corporate experience, she speaks the business language. Her keynotes and education programs in Customer Experience are inspiring and hands-on. She is one of the few Recognized Training Partners of the CXPA and it is her mission to Make Customer Experience Work and help you deliver business results. Subscribe to her weekly CX Greetz to stay tuned. 

 

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Bold moves for a Customer-Centric future: Three CX shifts for 2030

In an increasingly competitive and dynamic business environment, customer experience must move beyond incremental improvements. It is time for bold, visionary moves that redefine how organizations prioritize, design, and deliver customer value.

During my recent keynote at the Asia Professional Speakers Singapore Convention, I was asked to share an “Amplified Imagination” – a forward-looking vision for the future of customer experience. This question challenged me to look beyond today’s best practices and imagine the transformative shifts that could truly embed customer centricity at the core of business strategy by 2030.

Here are three bold moves that I believe will shape the CX landscape in the next decade.

  1. From optional to essential: CX leadership at the core of strategy

By 2030, Customer Experience leadership must no longer be seen as a support function or a “nice to have.”

The bold move is this: every organization, from startups to global enterprises and governments, should have a Chief Customer Experience Officer (CCXO) at the boardroom table, with full strategic authority and a dedicated budget.

CX leadership must drive business growth, innovation, and operational excellence. Customer needs, expectations, and feedback should influence every strategic decision at the highest level. Organizations that fail to embed CX leadership structurally will be outpaced by those who recognize that sustainable growth is built through exceptional customer relationships.

  1. Empathy in action: Virtual reality as the new CX compass

Empathy has long been championed as essential to customer-centricity. However, in many organizations, it remains an abstract concept rather than an operational practice.

The second bold move: transform customer journey mapping from a theoretical exercise into a fully immersive, lived experience through Virtual Reality (VR).

By 2030, CEOs, executives, and frontline teams must be able to walk in the shoes of their customers – literally. VR technology will allow organizations to experience pain points, emotional highs and lows, and service gaps from a first-person perspective.

When empathy becomes embodied rather than imagined, customer-centric decision-making will naturally become the default. Businesses that adopt this technology will no longer guess what customers feel; they will know.

  1. Measure what matters: Making CX results public

Today, customer experience metrics such as NPS, CES, and loyalty scores are often shared internally – if at all. Financial KPIs dominate external reporting. This creates a misalignment between what organizations claim about customer centricity and what they transparently measure.

The third bold move for 2030: legally mandate the publication of Customer Experience Scores alongside financial results.
Customer satisfaction, ease, and loyalty metrics should be disclosed in annual reports and investor communications.

Public accountability will drive real commitment to CX excellence. It will empower customers, investors, and employees to make informed choices based not only on financial performance but also on customer-centric integrity. Organizations that truly value their customers will distinguish themselves, while those that fail to deliver will face real consequences in market trust and brand loyalty.

Leading the CX Revolution

These three shifts are not distant dreams. They are real possibilities, ready to be realized by organizations willing to think bigger, act bolder, and embed customer experience at the heart of their future strategies.

The CX revolution will not happen through incremental change. It demands visionary leadership, courage, and the willingness to challenge established norms.

The question is not if bold moves are needed. The question is: who will dare to lead them?

Until next time, keep spicing up your Customer Experience leadership.

*****

Nienke Bloem is often called the Customer Experience speaker in the blue dress. 

She’s a global CX thought leader, educator and a global keynote speaker who inspires audiences with best practices and proven methodologies. She leads a speaking practice, a CX game company and a training business; she breathes Customer Experiences and is author of two CX books.

Her two-day Customer Experience Masterclass is known as the best program to prepare for your CCXP and she is the go-to person voor CX leaders who want to advance their leadership and bring direct results from their Customer Experience transformation programs. Since 2020, she hosts a CX Leadership Masterminds program and helps leaders spice up their leadership and deliver an engaging CX Story including a solid CX Strategy. Besides, she is a modern-day pilgrim and found the parallel with leading customer centric transformations. 

With her over 20 years corporate experience, she speaks the business language. Her keynotes and education programs in Customer Experience are inspiring and hands-on. She is one of the few Recognized Training Partners of the CXPA and it is her mission to Make Customer Experience Work and help you deliver business results. Subscribe to her weekly CX Greetz to stay tuned. 

 

/door
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Customers are part of the system: What every CX leader should know

We often look at customer experience as something we create. We design journeys, fix pain points, and work to improve NPS. But what if we are only seeing part of the picture?

In the latest episode of the CX Leadership Talks podcast, I had the pleasure of speaking with Sarah van der Wiel. She is an organizational consultant, the founder of Met Klanten, and the creator of Customer Constellations. Sarah brings a completely fresh perspective to the table, one that challenges many of our assumptions as CX leaders.

Her core message?
Customers are not outside the system. They are part of it.

That sentence alone is enough to stop you in your tracks. Because if that is true, then the way we see and solve customer experience issues needs to change.

Why systems thinking matters in CX.

Sarah explains systems thinking as a way of seeing the entire organizational ecosystem. That includes its structures, people, history, habits, and even its unspoken dynamics. All of these elements interact and create patterns that shape how customers experience an organization, often in ways we do not see.

So when we treat long waiting times, inconsistent service, or recurring complaints as isolated problems, we may be missing the bigger picture. We are treating symptoms, not causes.

A better question to ask might be:
What is this telling us about the system?

A story that stuck with me.

During our conversation, Sarah shared a powerful example from her work with a telecom infrastructure company. In that organization, people referred to “houses” when talking about their installations. The residents, the actual humans living there, were invisible in the conversation.

So Sarah made one small change. She started using the word “residents” instead of “houses.” That tiny shift created a huge ripple. People empathized differently. The customer became human again. From that moment, the team started setting shared goals like opening doors, being invited in, and leaving things tidy. Not technical goals, but human goals. The shift in language led to a shift in mindset.

What CX leaders can do.

If you are a CX leader and you have ever felt stuck solving the same problems again and again, this episode is for you. Sarah invites us to:

  • Look beyond quick fixes and listen to what the system is telling us
  • Get curious about power, silos, and organizational history
  • Use language intentionally, because how we speak shapes how we act
  • Slow down to see the bigger picture and fall in love with the problem

It is not just about being more empathetic. It is about structure, strategy, and creating change that lasts.

Want to hear more?

This is one of the most thought-provoking conversations I have ever had on the podcast.

Listen to the podcast episode here.
Connect with Sarah: Sarah van der Wiel on LinkedIn
Learn more: metklanten.nl

If you are dealing with recurring CX challenges, this episode might just be the invitation to start seeing things differently.

Until next time, keep spicing up your Customer Experience leadership.

 

*****

Nienke Bloem is often called the Customer Experience speaker in the blue dress. 

She’s a global CX thought leader, educator and a global keynote speaker who inspires audiences with best practices and proven methodologies. She leads a speaking practice, a CX game company and a training business; she breathes Customer Experiences and is author of two CX books.

Her two-day Customer Experience Masterclass is known as the best program to prepare for your CCXP and she is the go-to person voor CX leaders who want to advance their leadership and bring direct results from their Customer Experience transformation programs. Since 2020, she hosts a CX Leadership Masterminds program and helps leaders spice up their leadership and deliver an engaging CX Story including a solid CX Strategy. Besides, she is a modern-day pilgrim and found the parallel with leading customer centric transformations. 

With her over 20 years corporate experience, she speaks the business language. Her keynotes and education programs in Customer Experience are inspiring and hands-on. She is one of the few Recognized Training Partners of the CXPA and it is her mission to Make Customer Experience Work and help you deliver business results. Subscribe to her weekly CX Greetz to stay tuned. 

 

/door
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7 Learning moments that shaped me as a CX educator

In my work as a customer experience speaker, educator, and entrepreneur, I’ve learned one thing for sure: no one becomes a great CX leader by accident.

It takes reflection.
It takes consistent learning.
And, sometimes, it takes a really crappy course to spark something brilliant.

To celebrate the 50th episode of my podcast, CX Leadership Talks, I looked back on the seven learning moments that shaped who I am today. These are the real stories behind how I became a CX educator, stories that will inspire you, whether you’re leading CX in a corporate role, building your own business, or exploring what’s next.

So if you’re someone who believes in growth, values education, or just loves a good behind-the-scenes CX story, this one’s for you.

Learning moment #1: The terrible course that started it all

Let’s start with the lowlight.

In 2016, I booked a two-day CX course in London to prepare for my CCXP certification. It looked promising, but what I got was underwhelming. The trainer I signed up for wasn’t there. The sessions were cut short. The food was bad. I came home frustrated and completely unprepared.

But that disappointment became the spark that launched my own CX education practice. I realized: I can do this better. That course gave me direction and ultimately, it helped me build a business that has now educated over 1,000 CX professionals.

Lesson: Sometimes the worst investment becomes the most powerful pivot.

Learning moment #2: Disney Institute – Service excellence in action

In 2019, I attended the Service Excellence course at the Disney Institute in Orlando.

This was a CX education experience I’ll never forget. The materials were stunning. The group was large, but energizing. And the structure was tight: early mornings, engaged sessions, and – most memorably – a field trip into the park itself to observe their service keys in action.

And yes, I left with Minnie ears. That cap still sits next to my desk as a reminder:

Great customer experiences don’t happen by accident.

They are designed (and delivered) with intention.

Learning moment #3: Zappos – Seeing culture in action

On the same trip, I visited Zappos HQ in Las Vegas. As a fan of Delivering Happiness, I had high expectations. And Zappos exceeded all of them.

I toured their offices, interviewed leaders, and witnessed what it really means to “deliver WOW through service.” One moment stood out: after joking about not being able to find an avocado in Las Vegas, a Zappos team member actually brought me three.

This wasn’t about avocados. It was about customer-centric behavior that matched the company’s promise at every level.

Lesson: Don’t just write down your customer promises. Prove them, in small, human ways.

cx leadership

Learning moment #4: Harvard Business School Online – Fierce focus

During the pandemic, I enrolled in multiple courses at Harvard Business School Online, including Power and Influence for Positive Impact and Business in Society. I earned two diplomas, and let me tell you: these weren’t passive video lessons.

If you didn’t complete your assignments each week, you were out.

What I loved most was the fierceness of the structure and the richness of the content. I still use models from these courses in my work, especially in the CX Leadership Masterminds I run for Dutch professionals.

Lesson: The best learning environments don’t let you drift. They challenge you to show up.

Learning moment #5: Jane Anderson – Business by design

In 2024, I flew to Australia to attend a two-day training with Jane Anderson, an expert in B2B branding and content for female entrepreneurs.

Her approach to content creation, business development, and client nurturing made me rethink how I run my company. I fell in love with her Pink Sheet Method, which I now use to structure my thought leadership content.

Lesson: Learning from someone who speaks your language – both professionally and personally – can accelerate your clarity and your confidence.

Learning moment #6: Communities & events – Learning with peers

Over the years, I’ve consistently learned through CX and speaking communities. I’m an active member of CXPA, the Professional Speaking Association, and other international networks. I’ve attended and spoken at global events, from the CX Leaders Advance in the U.S. to the Global Speaker Summit in Bali.

These events aren’t just about keynotes. They’re about connection, reflection, and staying curious about how others lead and learn.

Lesson: Your growth multiplies when you learn with others not just for yourself.

Learning moment #7: Masterminds – Learning that lasts

For the past five years, I’ve been part of several masterminds, a group of peers who challenge me, keep me accountable, and push me to think bigger.

Right now, with Mia Liljeberg. We meet twice a year in person, dive deep into strategy, and keep each other focused in between. It’s where ideas become action. It’s where personal leadership evolves.

So much so, that I brought the concept into my own CX work. I now lead CX Leadership Masterminds, designed for corporate professionals who want to lead customer experience with more clarity, confidence, and consistency.

Lesson: The right people around you will help you grow faster—and further—than you ever could alone.

What’s in it for you?

These 7 learning moments shaped how I lead, speak, and teach customer experience today. But more importantly, they’ve taught me how to help others lead with more impact.

In episode 50 of my podcast, I unpack each of these stories in more detail with practical insights you can apply in your own CX journey.

So whether you’re walking the dog, on your commute, or secretly listening during a team meeting, tune in here and listen to What Harvard, Zappos, Disney & a terrible course taught me (that you can use to grow as a CX Leader).

Final thought

If you’re a CX leader, your growth matters.
Not just for your own confidence, but for the customers, teams, and organizations you impact every day.

Invest in yourself. Join communities. Reflect often. And never stop learning.

That’s how we make customer experience work.

Until next time, keep spicing up your Customer Experience leadership.

*****

Nienke Bloem is often called the Customer Experience speaker in the blue dress. 

She’s a global CX thought leader, educator and a global keynote speaker who inspires audiences with best practices and proven methodologies. She leads a speaking practice, a CX game company and a training business; she breathes Customer Experiences and is author of two CX books.

Her two-day Customer Experience Masterclass is known as the best program to prepare for your CCXP and she is the go-to person voor CX leaders who want to advance their leadership and bring direct results from their Customer Experience transformation programs. Since 2020, she hosts a CX Leadership Masterminds program and helps leaders spice up their leadership and deliver an engaging CX Story including a solid CX Strategy. Besides, she is a modern-day pilgrim and found the parallel with leading customer centric transformations. 

With her over 20 years corporate experience, she speaks the business language. Her keynotes and education programs in Customer Experience are inspiring and hands-on. She is one of the few Recognized Training Partners of the CXPA and it is her mission to Make Customer Experience Work and help you deliver business results. Subscribe to her weekly CX Greetz to stay tuned. 

 

/door

Get out of CX Autopilot: 10 Leadership questions to reignite your strategy

Wow. Just wow.

Last week I hosted three CX Story webinars, and let me tell you – what an experience. CX leaders from around the globe tuned in, ready to sharpen their stories and step up their game. If you were one of them: thank you. Your energy, your openness, your curiosity… it was electric. ✨

And yet – I have to be honest.

As I read through the draft stories that participants shared, something stood out.

They were good. Thoughtful. Structured.
But also? A little safe.

I saw strategies that explained more than they excited. Leaders who danced around urgency instead of owning it. And it hit me again – just how easy it is to slip into CX autopilot.

That’s exactly why I do this work.
To be your friendly CX Kick-in-the-Butt.
To remind you (and myself!) that playing small isn’t the goal.

We’re here to inspire. To challenge. To make real change happen.
And that means leading differently.

So here’s a little gift for you: 10 bold questions that might just shake things up.
They take about 10 minutes to reflect on – but don’t say I didn’t warn you…

⚠️ Side effects may include: sudden breakthroughs, big insights, and reignited CX mojo.

Five CX questions to reignite the magic

  1. If I were a customer of my own company today… would I come back tomorrow?
    → Walk through your own journey with fresh eyes and be brutally honest.
  2. Have I spoken to a real customer this month? Or am I stuck in a meeting bubble?
    → Step away from the dashboards. Real stories matter more than slides.
  3. Which part of our customer journey makes me cringe a little? What am I doing about it?
    → Don’t look away, look closer. That’s where your next win is waiting.
  4. Are we collecting feedback… or are we actually listening?
    → Ask yourself if insights are leading to real action or just sitting in a report.
  5. What’s my CX dream for this year and am I telling that story boldly enough?
    → Inspire others by sharing your vision, even if it’s still a little messy.

Five questions to elevate your inner CX superhero

  1. How am I making CX the business priority, not just a business priority?
    → Influence starts when you can articulate why CX now in every room.
  2. If I had to draw our CX strategy on a napkin, could I? Would it make sense to others?
    → Simplicity is power. If it’s clear to you, it’ll be clear to others.
  3. What’s one decision I’m avoiding that could boost momentum if I just dared to be bold?
    → Don’t wait for perfect. Progress comes from bold, even imperfect moves.
  4. Am I strategic when it comes to my stakeholder engagement or am I shying away from the senior leadership ones?
    → Be honest. Are you building real influence at the right level or staying safely in your comfort zone?
  5. Am I learning and growing as a CX leader or am I stuck in repeat mode?
    → Growth isn’t a luxury. It’s the fuel that keeps your CX engine running. (yes, I would love to explore my CX Leadership Masterminds with you)

Here’s the thing:
CX leadership isn’t about doing more.
It’s about doing things differently. More intentionally. More strategically. And yep – more boldly.

Honestly? Life gets easier when you lead this way.
More impact, less noise.

That’s exactly what we’ll do in my Dutch CX Leadership Masterminds program. We kick off again in May, and I cannot wait. It’s eight months of deep reflection, strategic growth, and sparring with a group of brilliant peers.

A few spots are still open – want to know if it’s for you?
Send me an email. I’d love to help you spice up your CX leadership too.

Get out of autopilot. Aim higher. ACT.

Until next time, keep spicing up your Customer Experience leadership.

*****

Nienke Bloem is often called the Customer Experience speaker in the blue dress. 

She’s a global CX thought leader, educator and a global keynote speaker who inspires audiences with best practices and proven methodologies. She leads a speaking practice, a CX game company and a training business; she breathes Customer Experiences and is author of two CX books.

Her two-day Customer Experience Masterclass is known as the best program to prepare for your CCXP and she is the go-to person voor CX leaders who want to advance their leadership and bring direct results from their Customer Experience transformation programs. Since 2020, she hosts a CX Leadership Masterminds program and helps leaders spice up their leadership and deliver an engaging CX Story including a solid CX Strategy. Besides, she is a modern-day pilgrim and found the parallel with leading customer centric transformations. 

With her over 20 years corporate experience, she speaks the business language. Her keynotes and education programs in Customer Experience are inspiring and hands-on. She is one of the few Recognized Training Partners of the CXPA and it is her mission to Make Customer Experience Work and help you deliver business results. Subscribe to her weekly CX Greetz to stay tuned. 

 

/door
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Why your CX Story needs duct tape (yes, really)

In our bright orange retro Volkswagen T3 camper – her name is Beatrix, after our former Dutch queen – there’s always a roll of duct tape in the glove compartment. She’s a classic. She’s fun. And she’s not without quirks.

When the mirror gives up, the fridge door flaps open, or some mysterious knob decides it’s had enough… out comes the duct tape. It sticks. It saves the day. It holds things together when nothing else does.

And honestly? That’s exactly what your Customer Experience story should do.

It should stick like duct tape.

sticky cx story

The frustration of being unheard

If you’ve ever walked out of a meeting wondering why nobody remembered what you said last week – or worse, felt like your carefully crafted CX strategy went in one ear and out the other – you are not alone.

I’ve worked with hundreds of CX leaders. Brilliant, experienced professionals with solid plans, good data, and a vision for customer-centric transformation. And yet… their story just didn’t land.

Why? Because it wasn’t sticky enough.

What makes a story stick?

In episode 49 of my podcast, CX Leadership Talks, I dive into this exact problem. And more importantly, I share a solution you can apply right away: the SUCCES formula from the book Made to Stick by Chip and Dan Heath.

If you want your strategy to be remembered, repeated, and shared, this formula is gold.

Let’s break it down:

  • Simple – Strip your message down to its core. One idea. One line. No 43-slide decks.
  • Unexpected – Surprise your audience. Break their pattern. Make them look up.
  • Concrete – Use real stories, real names, real numbers. Help people see what you mean.
  • Credible – Back up your message with data, examples, and support from leaders.
  • Emotional – Move people. Use stories that touch the heart, not just the head.
  • Stories – Bring your message to life. Because people remember stories, not spreadsheets.

If you want your CX story to drive change, you need more than logic. You need storytelling that sticks. That’s where real transformation begins.

A sticky story starts with structure

In the podcast, I also explain how the SUCCES principles align perfectly with my CX Story Blueprint – the tool I use with leaders to build their own business change narrative.

Your CX story should include:

  • A personal connection (why this matters to you and connects you with your audience)
  • A sense of urgency (why now?)
  • A clear strategy (what’s your CX plan?)
  • A call to action (what should people do?)

When you combine this structure with the SUCCES elements, something shifts. People don’t just hear your message – they remember it, and they act on it.

Want to craft your own sticky CX story?

If this resonates and you’re ready to take action, I’m inviting you to join one of my free CX Story Webinars. In just one hour, you’ll apply the CX Story Blueprint and test your message against the SUCCES formula. You’ll leave with a stronger, clearer story – ready to inspire and drive change.

Here are your options:

  • Monday, March 25 – Dutch lunch edition
  • Tuesday, March 26 – International (English)
  • Wednesday, March 27 – Encore session

Register here

Your strategy deserves to be heard

Let me leave you with this: You don’t need another slide deck. You need a story that people feel, remember, and share.

A story that sticks like duct tape in an orange camper van named Beatrix.

Tune into the podcast. Join the webinar. Let’s make your CX story unforgettable.

Listen to episode 49 here

Sign up for the webinar

Until next time, keep spicing up your Customer Experience leadership.

 

*****

Nienke Bloem is often called the Customer Experience speaker in the blue dress. 

She’s a global CX thought leader, educator and a global keynote speaker who inspires audiences with best practices and proven methodologies. She leads a speaking practice, a CX game company and a training business; she breathes Customer Experiences and is author of two CX books.

Her two-day Customer Experience Masterclass is known as the best program to prepare for your CCXP and she is the go-to person voor CX leaders who want to advance their leadership and bring direct results from their Customer Experience transformation programs. Since 2020, she hosts a CX Leadership Masterminds program and helps leaders spice up their leadership and deliver an engaging CX Story including a solid CX Strategy. Besides, she is a modern-day pilgrim and found the parallel with leading customer centric transformations. 

With her over 20 years corporate experience, she speaks the business language. Her keynotes and education programs in Customer Experience are inspiring and hands-on. She is one of the few Recognized Training Partners of the CXPA and it is her mission to Make Customer Experience Work and help you deliver business results. Subscribe to her weekly CX Greetz to stay tuned. 

 

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How to get your organization to feel the urgency of CX

If you can’t explain the urgency of customer experience (CX), who can? As CX leaders, we often struggle to make CX a top priority within our organizations. People nod along when we talk about improving customer experiences, but when it comes to budget, resources, or executive buy-in – suddenly, other priorities take center stage.

So how do we get our organizations to feel the urgency of CX?

This was the focus of my latest podcast episode, where I explored why urgency is the missing link in many CX strategies and how to communicate it effectively. If CX is seen as ‘important but not urgent,’ action will always be postponed. And we simply can’t afford that.

Why CX urgency is a challenge

For many organizations, CX feels like a long-term investment rather than an immediate business necessity. But when CX is deprioritized, customer dissatisfaction builds up, loyalty erodes, and competitors gain an edge.

Some common signs that urgency is missing:

  • Leadership says, “Great plan!” but doesn’t allocate a budget.
  • Employees see CX as “extra work” instead of core business.
  • Customers keep complaining about the same issues year after year.

If you recognize these challenges, it’s time to sharpen your urgency message.

The CX time trap: Why organizations delay action

One of the biggest pitfalls in CX leadership is the CX Time Trap – when CX initiatives are always seen as important, but not urgent. When leadership is focused on short-term KPI’s like quarterly revenue, CX improvements can feel like something that can wait until next year… and the year after that.

The solution? Make the urgency of CX undeniable. Here’s how:

Three common mistakes CX leaders make when communicating urgency (and how to fix them)

  1. Mistake 1: Relying on data without storytelling
    Numbers alone don’t drive action. CX leaders often say things like, “Our NPS dropped by 3 points” or “Churn increased by 2%.” But numbers don’t create emotional impact.
    Fix: Pair data with real customer stories.
    Example: Instead of “NPS dropped”, say: “Last month, a customer who had been with us for 10 years left because they felt like we didn’t care about their experience.” That’s powerful.
  2. Mistake 2: Positioning CX as a long-term goal, not an immediate business issue
    If CX is framed as a ‘future ambition,’ it will never be treated as urgent. Leadership might agree that CX is important, but without immediate relevance, it will always be pushed aside.
    Fix: Tie CX to a burning platform issue.
    Example: “Our top competitor just launched a digital self-service platform, and we’re still relying on outdated processes. If we don’t act now, we will lose customers.” This makes CX a today problem, not a tomorrow one.
  3. Mistake 3: Not linking CX urgency to business goals
    Executives don’t just care about customer satisfaction; they care about growth, cost savings, and competitive advantage. If CX urgency isn’t connected to these priorities, it won’t get leadership attention.
    Fix: Frame CX as a business enabler.
    Example: “Our mission is to make financial services accessible to everyone. Yet, our digital onboarding process takes 48 hours while competitors offer a 5-minute signup. If we don’t fix this, we will lose customers and revenue.”

How to create an unstoppable CX urgency statement

If you want your organization to feel the urgency of CX, you need to craft a message that sticks. Here’s a simple three-step formula to help:

  1. Past: Where we come from
    Example: “We’ve built a strong brand, but customer trust is declining.”
  2. Present: The crisis or opportunity NOW
    Example: “We are losing customers because our competitors offer seamless digital experiences, and we don’t.”
  3. Future: What happens if we don’t act?
    Example: “If we don’t adapt, we will lose X% of customers in the next 3 years, impacting our revenue and market position.”

This approach ensures your urgency statement is not just understood – but felt.

Join my CX Story webinar to refine your urgency narrative

Want to craft a CX urgency statement that gets leadership buy-in and drives real action? In my CX Story Webinar on March 25 & 26, I’ll walk you through:

  • How to make CX an urgent priority in your organization.
  • Real-life examples of companies that successfully shifted leadership focus.
  • A structured approach to crafting your own CX urgency message.

Seats are limited – Register here to secure your spot!

No sense of urgency = No action. Let’s change that.

Until next time, keep spicing up your Customer Experience leadership.

 

*****

Nienke Bloem is often called the Customer Experience speaker in the blue dress. 

She’s a global CX thought leader, educator and a global keynote speaker who inspires audiences with best practices and proven methodologies. She leads a speaking practice, a CX game company and a training business; she breathes Customer Experiences and is author of two CX books.

Her two-day Customer Experience Masterclass is known as the best program to prepare for your CCXP and she is the go-to person voor CX leaders who want to advance their leadership and bring direct results from their Customer Experience transformation programs. Since 2020, she hosts a CX Leadership Masterminds program and helps leaders spice up their leadership and deliver an engaging CX Story including a solid CX Strategy. Besides, she is a modern-day pilgrim and found the parallel with leading customer centric transformations. 

With her over 20 years corporate experience, she speaks the business language. Her keynotes and education programs in Customer Experience are inspiring and hands-on. She is one of the few Recognized Training Partners of the CXPA and it is her mission to Make Customer Experience Work and help you deliver business results. Subscribe to her weekly CX Greetz to stay tuned. 

 

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Make your CX message stick with the CLEAR method

Have you ever explained a CX initiative only to be met with blank stares? Or shared a strategy that made perfect sense to you – but didn’t land with your audience? You’re not alone. One of the biggest challenges CX leaders face is making customer experience concepts truly stick within their organizations. That’s why I created the CLEAR Method – a simple framework to help you communicate CX in a way that is concrete, actionable, and memorable.

And the best part? I’ll be teaching you how to apply it in my CX Story webinars on March 25 & 26! These free sessions are designed to help you craft a powerful CX change narrative that gets your organization to listen, engage, and take action. Register now to secure your spot.

Why people don’t get CX – and how to fix It

Let’s face it: customer experience can be abstract. It’s not like baking bread, where people can see the ingredients, the process, and the result. Instead, CX often deals with perceptions, processes, and behaviors – concepts that can feel vague or theoretical to those outside the field.

That’s why I developed the CLEAR Method. This simple, five-step approach ensures that your CX message is clear, compelling, and easy to act on:

  • C – Concrete: Avoid vague statements. Use real examples that people can visualize. Instead of saying ‘We need to improve customer satisfaction’ say ‘Right now, 34% of customers abandon their carts because they get confused at checkout – that’s like a third of supermarket shoppers leaving without paying!’
  • L – Literal: Ditch the jargon. Speak in everyday language that a 7-year-old, a 17-year-old, a 37-year old and a 77-year-old could understand. Swap ‘omnichannel strategy’ for ‘customers start online but have to repeat their story in-store – let’s connect the data so that doesn’t happen.’
  • E – Example-driven: Show, don’t tell. Use relatable analogies to explain CX concepts. For instance, if 20% of your customers churn each month, explain it like this: ‘If we had a wedding with 100 guests, 20 would leave before the cake was served!’
  • A – Actionable: Give people something specific to do. Instead of saying ‘We need better digital self-service options’ say ‘45% of our support calls are about password resets – if we fix that, we free up agents for complex issues and improve satisfaction.’
  • R – Repeatable: If people can’t repeat it, they won’t remember it. A simple, catchy message sticks. Your CX story should be easy for leaders, employees, and stakeholders to repeat in their own words.

Learn to apply the CLEAR Method in my webinar series

The CLEAR Method is just one part of a powerful CX Story – your change narrative that includes a personal element, sense of urgency, CX strategy, and call to action. Most CX leaders struggle to make their message land because they don’t tell their story in a way that inspires action.

That’s exactly what we’ll work on in the CX Story webinars on March 25 & 26. In just one hour, you’ll walk away with:

  • A first draft of your own CX story using my CX Story Blueprint
  • Techniques to make your message more compelling and memorable
  • Practical tips on how to get leadership buy-in for your CX initiatives
  • A chance to refine your story with live coaching and peer feedback

Seats are limited, so don’t miss out! Register now for the March 25 & 26 sessions.

Prefer to listen first? Tune into the podcast.

If you want a deep dive into the CLEAR Method, listen to my latest CX Leadership Talks podcast episode where I break it all down, complete with real-life examples. You can find it here.

Don’t let a confused mind say No!

If people in your organization don’t understand CX, they won’t act on it. It’s time to move beyond vague statements and jargon-heavy explanations. Make your message stick with the CLEAR Method – and let’s build your CX story together in the March 25 & 26 webinars. Click here to register now.

Until next time, keep spicing up your Customer Experience leadership.

 

*****

Nienke Bloem is often called the Customer Experience speaker in the blue dress. 

She’s a global CX thought leader, educator and a global keynote speaker who inspires audiences with best practices and proven methodologies. She leads a speaking practice, a CX game company and a training business; she breathes Customer Experiences and is author of two CX books.

Her two-day Customer Experience Masterclass is known as the best program to prepare for your CCXP and she is the go-to person voor CX leaders who want to advance their leadership and bring direct results from their Customer Experience transformation programs. Since 2020, she hosts a CX Leadership Masterminds program and helps leaders spice up their leadership and deliver an engaging CX Story including a solid CX Strategy. Besides, she is a modern-day pilgrim and found the parallel with leading customer centric transformations. 

With her over 20 years corporate experience, she speaks the business language. Her keynotes and education programs in Customer Experience are inspiring and hands-on. She is one of the few Recognized Training Partners of the CXPA and it is her mission to Make Customer Experience Work and help you deliver business results. Subscribe to her weekly CX Greetz to stay tuned. 

 

/door