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CX Leadership Without a Hierarchy: How to Scale the Customer Experience Across Countries

Scaling the customer experience within a single organization can already be complex. Scaling it across 17 European affiliates, each with its own culture, priorities, and level of CX maturity, presents an entirely different leadership challenge.

You can't simply develop a strategy at headquarters and expect every country to adopt it. People need to understand the direction, see how it relates to their local context, and feel a sense of ownership over the actions that follow.

That is where CX leadership without a hierarchy becomes essential.

In an episode of CX Leadership Talks, I spoke with Nicoline Valk, Department Manager of Customer Experience at Daikin Europe. Nicoline and her team have developed a European CX strategy by listening, connecting people, creating visibility, and helping local teams turn customer feedback into action.

Their experience offers valuable lessons for every CX leader who works across departments, business units, countries, or cultures.

CX leadership begins with understanding the organization

When Nicoline took on her European CX role, she didn't start by introducing a fully developed framework. Her first few weeks were filled with conversations.

She spoke with managers at headquarters, colleagues at factories, in service departments, on sales teams, and with people working at the various European subsidiaries. Some countries already had experience with Customer Experience. Others were still in the early stages. There was no unified European approach linking these efforts.

Listening helped Nicoline understand what was already happening, where support was available, and which people could become part of a broader CX network.

This sounds simple, yet many CX leaders feel pressure to show progress quickly. They start developing surveys, dashboards, journey maps, or improvement programs before they fully understand the organization in which those initiatives need to succeed.

A strong CX strategy requires that organizational understanding. Who already believes in the importance of customer experience? Where can relevant knowledge be found? Which teams need to collaborate? Who can help translate the overarching vision into local action?

The answers rarely lie solely within the CX department.

From Operational Leadership to Influence

Before taking on her European CX role, Nicoline was responsible for operations and customer service at Daikin Netherlands. That experience taught her how processes work, how decisions affect teams and systems, and how to turn plans into results.

Her new role called for a different leadership style.

Operational leadership often involves direct responsibility for teams, targets, and day-to-day performance. An international CX role, on the other hand, relies much more on influence. Nicoline needed to build bridges between headquarters and affiliates, connect sales, service, and production, and engage people who did not report directly to her.

This is one of the most important shifts in CX leadership without a hierarchy: your impact depends on the quality of your relationships and your ability to create shared meaning.

You still want results. The way you achieve them has changed.

Build a network capable of supporting CX

A small, centralized CX team cannot achieve customer centricity across Europe on its own. The network surrounding that team becomes part of the CX infrastructure.

At Daikin Europe, that network connects people from different countries, departments, and levels within the organization. Management support plays an important role because local CX colleagues need time, resources, and authorization to act on customer insights.

Nicoline’s team also creates opportunities for affiliates to learn from one another. Countries can share what they’ve tried, what worked, and what lessons others can apply. This prevents each affiliate from having to solve the same problems on their own.

I experienced the strength of this network firsthand when I spoke at Daikin Europe’s CX Seminar. The energy, openness, and genuine sense of community really stood out. People were willing to share their experiences and talk honestly about the challenges they faced. You could tell that they were building CX together.

That sense of connection did not arise by chance. It developed through consistent attention and a clear communication rhythm.

Visibility Keeps Customer Experience on the Agenda

CX leaders often work hard behind the scenes. They analyze feedback, support projects, facilitate sessions, and advise teams. When this work remains largely unseen, people elsewhere in the organization can easily lose sight of the broader CX movement.

Visibility helps colleagues understand what is happening, why it matters, and how they can contribute.

Daikin Europe uses a combination of newsletters, monthly CX calls, affiliate meetings, customer visits, internal events, and shared action plans. These touchpoints keep the network connected and highlight successes throughout the organization.

Over time, something important begins to happen: colleagues start inviting the CX team to join their discussions. They incorporate customer insights into their own presentations. They develop action plans and ask for feedback. CX starts appearing on agendas without the central team having to push for it every time.

That is a more meaningful indicator of progress than a score alone. It shows that customer experience is becoming an integral part of how the organization operates.

Combine a central framework with local ownership

Working across countries creates a natural tension. A centralized approach provides direction, consistency, and the ability to learn across the organization. Local teams understand their customers, culture, and market conditions far better than headquarters ever can.

Daikin Europe combines both.

Customer research and key touchpoints can be organized centrally, while affiliates retain the flexibility to interpret feedback and determine appropriate local actions. Teams focus on a manageable number of priorities and use customer visits to understand the context behind the survey results.

This balance is important. A CX program becomes difficult to scale when each country develops its own approach. A rigid, centralized program may struggle to gain local buy-in. A shared vision and local ownership ensure both consistency and relevance.

For CX leaders, this means clarifying which elements should be shared and which decisions should be made closer to the customer.

Omotenashi as a starting point

The conversation with Nicoline begins with the Japanese concept of omotenashi: genuinely caring for another person, paying attention to them, and anticipating their needs.

As a Japanese company, Daikin has a natural affinity for this philosophy. Translating it into everyday behavior across different European cultures still requires deliberate leadership.

A value only becomes meaningful when people can recognize it in decisions, processes, and customer interactions. CX leaders help make that connection. They link the organization’s ambitions to what customers actually experience.

That may involve major strategic changes. It can also start with what Steven Van Belleghem calls “friction hunting”: identifying minor frustrations in the customer experience and taking concrete steps to eliminate them.

Progress happens when people see that customer feedback makes a difference.

What does CX leadership without hierarchy require of you?

Nicoline’s story shows that scaling the customer experience involves much more than simply rolling out tools or processes. It requires CX leaders to listen carefully, build relationships, establish a consistent rhythm, and make it easier for others to take ownership.

Think about your own organization:

  • Do you have a strong internal network focused on CX?
  • Are the right leaders actively supporting the work?
  • Can colleagues see the progress being made?
  • Do teams learn from one another?
  • Is there enough room for local ownership?
  • How often do you personally stay in close contact with customers?

Your answers reveal a great deal about your ability to scale CX.

In our conversation, Nicoline shares how she implemented this approach across 17 European affiliates, what she would do differently if she were to start over, and how the experience changed her own leadership style.

Listen to the full episode of CX Leadership Talks: How Daikin Scaled Customer Experience Across Europe – CX Leadership Insights with Nicoline Valk here.

Want more CX leadership insights? Connect with me on LinkedIn, and sign up for my weekly CX newsletter.

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

 

*****

Nienke Bloem is often referred to as the Customer Experience speaker in the blue dress. 

She is a global CX thought leader, educator, and keynote speaker who inspires audiences with best practices and proven methodologies. She runs a speaking practice, a CX game company, and a training business; she lives and breathes Customer Experience and is the author of two books on CX.

Her two-day Customer Experience Masterclass is known as the best program to prepare for the CCXP, and she is the go-to person for CX leaders who want to advance their leadership and achieve immediate results from their Customer Experience transformation programs. Since 2020, she has been hosting a CX Leadership Masterminds program and helping leaders enhance their leadership skills and deliver an engaging CX story, including a solid CX strategy. In addition, she is a modern-day pilgrim and has drawn parallels between her journey and leading customer-centric transformations. 

With over 20 years of corporate experience, she speaks the language of business. Her keynote speeches and training programs on Customer Experience are inspiring and practical. She is one of the few Recognized Training Partners of the CXPA, and her mission is to Make Customer Experience Work and help you achieve business results. Subscribe to her weekly CX Newsletter to stay informed. 

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Inside the ANI Model: What Authority, Narrative, and Impact Really Require of You

I was recording a podcast episode from a tiny house on Texel, taking refuge from a 37-degree heatwave. No studio. No air conditioning. Just me, my laptop, and a friend who kept me from melting. And from that little island, I went somewhere I hadn’t gone before—not just explaining the ANI Model, but delving into each layer and showing what it actually requires of you.

Let me take you there now.

First, a quick reminder: what ANI actually is

ANI is a Japanese word for a respectable older brother. Not the loud one. The one a few steps ahead, quietly showing the way with confidence. That is who CX leaders need to become. Not someone who knows more CX tools. Not someone who survives yet another reorganization. Someone the organization genuinely listens to. Someone who leads, not just manages.

ANI has three layers: Authority, Narrative, Impact. And what I want to do here is delve into each one, because the surface-level explanation isn’t enough. Each layer asks something specific of you—something that might be uncomfortable to face.

The ANI CX Leadership Model

A is for Authority: Who You Are as a CX Leader

Here’s the thing about authority. It has two sides, and most CX leaders only consider one of them.

External authority is how others see you. Are you invited to the strategy table? Does the C-suite see you as a partner, or are you the person they hire a consulting firm to replace? That one really stings. But it’s worth asking yourself honestly.

Internal authority is how you see yourself. Do you have the confidence to move forward, even when others aren’t sure about you yet? Do you trust your own voice before asking anyone else to?

The uncomfortable truth: you can’t build external authority while your internal authority is shaky. It doesn’t work that way. People sense the disconnect. Your hesitation shows. Your wording becomes tentative. You diminish the idea before you’ve even said it out loud.

The gap between a Level 3 CX Manager and a Level 4 CX Leader—the point where most CX professionals get completely stuck—is not a skills gap. You know enough. You have the data. You understand the frameworks. It’s a leadership identity gap. You’re waiting for permission to lead. And nobody is going to give it to you.

Authority begins the moment you decide you're no longer going to wait.

I know that voice in your head. I had it when I was a CX leader. I still have it now, especially when I post something bold on LinkedIn and get pushback. And every time, I have to make a choice: let the doubt win, or stand my ground anyway.

THAT is the choice the authorities ask of you. Every. Single. Time.

N is for Narrative: How You Lead

Authority gets you into the room.

Narrative is what you do once you get there.

Here’s a truth I’ve seen play out in organizations around the world: insight without a narrative has no impact. You can have the most rigorous data in the building. You can know exactly where the friction lies, what it costs, and what needs to change. But if you can’t turn that into a story your organization wants to follow, nothing happens.

CX leaders often have all the ingredients but no story. They have the research but not the roadmap. They have the customer feedback but not the narrative for change. They have the numbers but not the business case that would make a CFO sit up and take notice.

Think of yourself as the captain of a ship. You know where you’re going. You know the conditions. But if your crew doesn’t understand the destination, or why it matters, or how you’re getting there, they aren’t sailing with you. They’re just standing on the deck.

Your CX story, your strategy map, your business case—these are your tools. Not documents to be filed away. Tools you actually use, in the room, with the people who need to follow your lead.

The moment you stop explaining CX and start guiding it through a clear, consistent narrative, something changes. People stop nodding politely and start taking action.

That shift is Narrative.

I is for Impact: What Value Do You Deliver?

This is where leadership comes to the fore.

Impact has three parts, and all three are important.

Delivering results means business value and customer value. Euros, NPS, fewer calls, higher retention, your currency—measured, owned, and communicated.

Scaling CX means developing methodologies that can be replicated without your direct involvement. Closing the loop. Journey mapping. Identifying friction points. These aren't one-time workshops. They are disciplines you implement to ensure the experience remains consistent even when you're not there.

Embedding CX means it becomes an integral part of how the business operates. Not a department. Not a project. A way of working. This is achieved through small experiments that your teams can actually carry out, not through one massive program that wears everyone out and accomplishes nothing.

And then there’s the part that most CX leaders avoid talking about.

Accountability.

Most of us are stuck on a hamster wheel of calendars. Busy from 8:30 until who knows when. Full days, full weeks. And still not getting the things that matter most done.

At KPN, I led accountability calls—just thirty minutes once a month. They changed me more than almost anything else in my career. Not because someone was checking in on me, but because I was checking in on myself—saying out loud what I had committed to and facing the gap between what I promised and what I delivered.

It was uncomfortable. It was also life-changing.

You don't need to follow my exact format. But you do need your own version of it. Because the leaders I admire most aren't the busiest ones. They are the ones who take ownership of their results and deliver on their promises.

That is Impact.

The real question ANI asks

CX will continue to evolve. New tools, new AI, new methodologies—it’s all coming your way. But the most powerful tool you have isn’t a tool. It’s you. Your leadership.

Authority. Narrative. Impact.

Not a checklist. A journey. From CX Manager to the Strategic CX Leader your organization actually listens to.

You become the ANI—the one a few steps ahead, showing the way.

There will be storms. There always are. But you know where you’re going.

So if you want to listen to the podcast, here's the link.

Want more CX leadership insights? Connect with me on LinkedIn, and sign up for my weekly CX newsletter.

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

 

*****

Nienke Bloem is often referred to as the Customer Experience speaker in the blue dress. 

She is a global CX thought leader, educator, and keynote speaker who inspires audiences with best practices and proven methodologies. She runs a speaking practice, a CX game company, and a training business; she lives and breathes Customer Experience and is the author of two books on CX.

Her two-day Customer Experience Masterclass is known as the best program to prepare for the CCXP, and she is the go-to person for CX leaders who want to advance their leadership and achieve immediate results from their Customer Experience transformation programs. Since 2020, she has been hosting a CX Leadership Masterminds program and helping leaders enhance their leadership skills and deliver an engaging CX story, including a solid CX strategy. In addition, she is a modern-day pilgrim and has drawn parallels between her journey and leading customer-centric transformations. 

With over 20 years of corporate experience, she speaks the language of business. Her keynote speeches and training programs on Customer Experience are inspiring and practical. She is one of the few Recognized Training Partners of the CXPA, and her mission is to Make Customer Experience Work and help you achieve business results. Subscribe to her weekly CX Newsletter to stay informed. 

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CX technology isn't the problem. Leadership is.

If there’s one topic that consistently makes CX leaders sigh, hesitate, or quietly roll their eyes, it’s technology. 

Another tool.
Another dashboard.
Another promise that this time it will all work. 

And yet, technology continues to come up in boardroom conversations, budget discussions, and strategy presentations. Especially now, with AI, predictive analytics, and data suddenly back at the top of the agenda. 

That’s exactly why I invited James O’Connor to the CX Leadership Talks podcast. 

James has been shaping the CX profession since its early days. He was one of the first CX advisors at Forrester , later worked at Bain & Company, and has spent more than two decades helping organizations translate customer insights into real business decisions. 

We didn't talk about tools.
We talked about why CX leaders struggle with technology in the first place. 

And that made this conversation both refreshing and slightly uncomfortable in the best possible way. 

Why This Episode Matters 

During our conversation, one thing became very clear:
Most CX technology doesn’t fail because it’s bad.
It fails because it’s implemented in isolation, without leadership, context, or a clear business case. 

James has seen brilliant technology fail and “good enough” technology succeed. The difference is never the tool. It’s how leaders think, make decisions, and connect the dots across the organization. 

Here are three powerful lessons from the episode that every CX leader should hear. 

Lesson 1: Stop buying Ferraris for dirt roads 

One of the most striking metaphors James used is one that many CX leaders will instantly recognize. 

Organizations purchase incredibly sophisticated CX tools and then try to navigate them through bumpy organizational terrain—limited skills, unclear ownership, weak operating models, and little alignment with business priorities. 

The result:
High expectations
Low adoption
And a quiet sense of disappointment 

The lesson:
Before investing in more technology, invest in clarity. What decision should this enable? What business question should it answer? And who will actually use it? 

Sometimes a reliable Volkswagen takes you farther than a Ferrari. 

Lesson 2: Your operating model matters more than your tools 

Technology does not exist in a vacuum. It either takes root in fertile soil or ends up in the desert. 

James explains why CX leaders should spend less time obsessing over tools and more time strengthening their operating model—how teams work together, how decisions are made, and how insights flow into the existing dashboards and systems the business already uses. 

If your operating model is strong, even imperfect technology can thrive.
If it’s weak, even the best tools on the market won’t save you. 

This is where CX leadership shifts from managing initiatives to shaping how the organization actually operates. 

Lesson 3: Authority comes from business impact, not CX jargon 

One of my favorite moments in the conversation was when James talked about language. 

Boards don’t need more CX dashboards.
Executives don’t want yet another CX tool. 

They want answers.
Where are we losing customers?
Where are returns declining?
What should we stop, start, or change? 

CX leaders who establish authority are the ones who translate customer insights into business results. They connect CX data to commercial, operational, and financial realities. And they know when to stop talking about CX and start talking about business. 

That is where technology becomes a catalyst rather than a distraction. 

A Conversation Every CX Leader Should Hear

This episode is honest, practical, and grounded in real-world experience. No hype. No sales pitch. Just leadership, clarity, and a sharp look at how CX technology can actually work for you. 

Listen to the full episode of CX Leadership Talks with James O’Connor here and discover how to turn technology from a headache into a leadership advantage. 

If you’re a CX leader who wants to make a bigger impact with the resources you already have, this one’s for you.

Want more CX leadership insights? Connect with me on LinkedIn, and sign up for my weekly CX newsletter.

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

 

*****

Nienke Bloem is often referred to as the Customer Experience speaker in the blue dress. 

She is a global CX thought leader, educator, and keynote speaker who inspires audiences with best practices and proven methodologies. She runs a speaking practice, a CX game company, and a training business; she lives and breathes Customer Experience and is the author of two books on CX.

Her two-day Customer Experience Masterclass is known as the best program to prepare for the CCXP, and she is the go-to person for CX leaders who want to advance their leadership and achieve immediate results from their Customer Experience transformation programs. Since 2020, she has been hosting a CX Leadership Masterminds program and helping leaders enhance their leadership skills and deliver an engaging CX story, including a solid CX strategy. In addition, she is a modern-day pilgrim and has drawn parallels between her journey and leading customer-centric transformations. 

With over 20 years of corporate experience, she speaks the language of business. Her keynote speeches and training programs on customer experience are inspiring and practical. She is one of the few Recognized Training Partners of the CXPA, and her mission is to make customer experience work and help you achieve business results. Subscribe to her weekly CX newsletterto stay informed. 

 

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Plan for a Brilliant 2026 as a CX Leader 

Let’s be honest: January can feel like a sprint before you’ve even tied your shoes.
But what if you took one hour to slow down and look ahead, with intention? 

Not with a list of vague goals.
But with clear, focused decisions that help you lead strategically. 

In the latest episode of CX Leadership Talks, I’ll guide you through a workshop to plan your 2026 CX leadership year.
This year’s theme? Strategizing CX.

Because you and I both know: CX doesn't just need energy.
It needs direction. 

What we cover
I’ll walk you through the five must-win battles every CX leader should define: 

    1. Impact and results —where will you really make a difference when it comes to results?
    2. Strategy, vision, and purpose —from an organizational CX perspective, what’s your plan, and how will you carry it out?
    3. Engagement and cultural change —who needs to be part of the movement, and how do you drive behavioral CX?
    4. Personal growth and development —what will you learn, take on, or challenge yourself to do as a CX leader?
    5. Work-Life Balance and Well-Being – How Do You Make Room for Strategic Thinking and Joy?

At the end, you’ll choose your strategic focus for the year and write yourself a letter from December 2026, already proud of what you’ve accomplished. 

Your move
This episode isn’t just background noise.
It’s a planning session. So grab a pen, a journal, or head to your favorite spot to think, and press play. 

Listen to this episode here or search CX Leadership Talks wherever you listen to podcasts. 

Let’s make 2026 not just another busy year, but a brilliant, strategic one. I’m here to help. Are you in? 

Want more CX leadership insights? Connect with me on LinkedIn, and sign up for my weekly CX newsletter.

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

 

*****

Nienke Bloem is often referred to as the Customer Experience speaker in the blue dress. 

She is a global CX thought leader, educator, and keynote speaker who inspires audiences with best practices and proven methodologies. She runs a speaking practice, a CX game company, and a training business; she lives and breathes Customer Experience and is the author of two books on CX.

Her two-day Customer Experience Masterclass is known as the best program to prepare for the CCXP, and she is the go-to person for CX leaders who want to advance their leadership and achieve immediate results from their Customer Experience transformation programs. Since 2020, she has been hosting a CX Leadership Masterminds program and helping leaders enhance their leadership skills and deliver an engaging CX story, including a solid CX strategy. In addition, she is a modern-day pilgrim and has drawn parallels between her journey and leading customer-centric transformations. 

With over 20 years of corporate experience, she speaks the language of business. Her keynote speeches and training programs on customer experience are inspiring and practical. She is one of the few Recognized Training Partners of the CXPA, and her mission is to make customer experience work and help you achieve business results. Subscribe to her weekly CX newsletterto stay informed. 

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Reflect on your 2025 as a CX leader

Let’s be honest: December can feel like a race to the finish, filled with deadlines, dashboards, and one too many “quick syncs.”
But what if you took one hour to look back, with focus and clarity?

Not with a year-end checklist.
But with deep questions that spark real insight.

In the latest episode of CX Leadership Talks, I take you on a reflective journey through your 2025 as a CX leader.

This year’s theme? Looking back to lead forward.

Because you and I both know:
You can’t lead the future of CX if you haven’t made sense of the past year.

What we cover
I’ll guide you through five key areas every CX leader should consider:

  1. Impact and Results – What really made a difference? What results did you deliver for customers, colleagues, and the business?
  2. Strategy, vision, and purpose – Was your CX work aligned with the bigger picture? Did you lead with purpose?
  3. Engagement and cultural change – Who did you inspire? Where did you change mindsets and behavior?
  4. Personal growth and leadership – In what ways did you challenge yourself, learn, or lead differently? What are you most proud of?
  5. Work-Life Balance and Well-Being – How did you take care of your energy, your joy, and your mental space?

And of course:
At the end of the episode, I’ll invite you to choose a movie title for your 2025—a creative and powerful way to summarize your leadership story this year.

Your move
This isn’t just another podcast to listen to while answering emails.
It’s a guided session. So grab your journal, pour yourself some tea (or wine—no judgment ;-)), and reflect with me.

Listen to this episode here or search for “CX Leadership Talks” wherever you get your podcasts.

And if you’d rather journal quietly?
Download the full list of questions here or try the AI prompt to generate your movie title for the year.

Let’s close out 2025 with clarity. Because when you know where you come from, you can most certainly plan where you’re going.
You’ve earned this moment.
Let’s make it count.

Want more CX leadership insights? Connect with me on LinkedIn, and sign up for my weekly CX newsletter.

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

 

*****

Nienke Bloem is often referred to as the Customer Experience speaker in the blue dress. 

She is a global CX thought leader, educator, and keynote speaker who inspires audiences with best practices and proven methodologies. She runs a speaking practice, a CX game company, and a training business; she lives and breathes Customer Experience and is the author of two books on CX.

Her two-day Customer Experience Masterclass is known as the best program to prepare for the CCXP, and she is the go-to person for CX leaders who want to advance their leadership and achieve immediate results from their Customer Experience transformation programs. Since 2020, she has been hosting a CX Leadership Masterminds program and helping leaders enhance their leadership skills and deliver an engaging CX story, including a solid CX strategy. In addition, she is a modern-day pilgrim and has drawn parallels between her journey and leading customer-centric transformations. 

With over 20 years of corporate experience, she speaks the language of business. Her keynote speeches and training programs on customer experience are inspiring and practical. She is one of the few Recognized Training Partners of the CXPA, and her mission is to make customer experience work and help you achieve business results. Subscribe to her weekly CX newsletterto stay informed. 

 

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Lead Your Leaders – The Mindset Shift Every CX Leader Needs

There’s something I’ve noticed time and time again in CX.
And I’ve done it myself, too. 

We love to talk about leaders.
How “they don’t get it.”
How “they only care about KPIs.”
How “they never spend time with customers.” 

Does that sound familiar? 

For years, that’s exactly what I did. I complained, rolled my eyes, and pointed out what wasn’t working. Until one moment changed everything. 

It was 2013, around Valentine’s Day, when I was heading up CX at KPN. I had written a blog post about a wonderful customer interaction, and someone asked, “Why isn’t your CEO responding to this?” I shrugged it off, saying, “He should know about it!” 

But my boyfriend at the time looked at me and asked,
“So, Nienke, did you actually tell him about it?” 

That question hit me like a brick.
Because no, I hadn’t. 

I expected leadership to “get it,” without ever helping them get there. 

That moment made me realize something fundamental:
As CX leaders, we can either judge or get involved.
We can either stand on the sidelines… or help leaders lead. 

It’s so easy to point out what’s wrong.
It’s much harder—and much more powerful—to step in and set things right. 

From that day on, I started asking myself:
* How can I make it easier for leaders to connect with customers?
* How can I help them make confident decisions about customer experience (CX)?
* How can I come across as a human partner, not just “the CX person”? 

It all starts with a shift in mindset.
From frustration to facilitation.
From blaming to building bridges. 

Because when we build bridges with our leaders, everything changes.
CX becomes easier. Decisions are made faster. And you’re no longer the lone voice of the customer—you’re part of the leadership team driving real change. 

If this resonates with you, I invite you to listen to my latest episode of the CX Leadership Talks podcast , titled Lead Your Leaders. 

In it, I share the full Valentine’s Day story (including a bold email to the CEO that almost gave me a heart attack) and three practical ways to put this shift in mindset into action. 

Listen to the episode here.

And as you listen, think about this:
Who is one leader in your organization you could help this week?
Maybe by simplifying a decision, planning a customer visit, or just sending a thoughtful note. 

Because the moment you start leading your leaders is when CX leadership truly begins.

Want more CX leadership insights? Connect with me on LinkedIn, and sign up for my weekly CX newsletter.

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

 

*****

Nienke Bloem is often referred to as the Customer Experience speaker in the blue dress. 

She is a global CX thought leader, educator, and keynote speaker who inspires audiences with best practices and proven methodologies. She runs a speaking practice, a CX game company, and a training business; she lives and breathes Customer Experience and is the author of two books on CX.

Her two-day Customer Experience Masterclass is known as the best program to prepare for the CCXP, and she is the go-to person for CX leaders who want to advance their leadership and achieve immediate results from their Customer Experience transformation programs. Since 2020, she has been hosting a CX Leadership Masterminds program and helping leaders enhance their leadership skills and deliver an engaging CX story, including a solid CX strategy. In addition, she is a modern-day pilgrim and has drawn parallels between her journey and leading customer-centric transformations. 

With over 20 years of corporate experience, she speaks the language of business. Her keynote speeches and training programs on customer experience are inspiring and practical. She is one of the few Recognized Training Partners of the CXPA, and her mission is to make customer experience work and help you achieve business results. Subscribe to her weekly CX newsletterto stay informed. 

 

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What if CX leadership were more about heart than KPIs?

Five Leadership Lessons from Ted Lasso

Some evenings, when my head is full of frameworks, KPIs, and CX strategies, I love to unwind and watch a good TV show. Lately, I’ve been revisiting one of my all-time favorites: Ted Lasso.

If you haven’t seen it yet, here’s the short version. Ted is a cheerful American coach who suddenly finds himself leading an English soccer team. He knows nothing about soccer—not even the offside rule—but he knows everything about people. And that, my friends, is exactly where true leadership begins.

As I rewatched the series from my sunny spot in the south of France, I couldn’t help but think about how much we, as CX leaders, could learn from Ted. Because let’s be honest, too often we hide behind dashboards, playbooks, and metrics. They matter, of course, but CX leadership isn’t just about managing systems. It’s about leading people with heart.

Here are my five favorite leadership lessons from *Ted Lasso* that every CX leader can use to spice up their leadership.

  1. Be a goldfish

Ted tells one of his players, “You know what the happiest animal on earth is? A goldfish. You know why? It has a ten-second memory.”
As CX leaders, we all make mistakes. A presentation that flops. A stakeholder who says CX is too fluffy. A budget request that gets rejected. The key is to learn fast, forgive fast, and move on. Being a goldfish doesn’t mean ignoring failure. It means letting it go quickly so you can keep leading forward.

  1. Believe in your team

Ted believes in his players even when they’re losing. Belief isn’t blind optimism; it’s seeing potential before it’s been proven. In CX, we need that same belief in our teams, in our colleagues, and in the leaders who are still learning to care about customers. Belief builds courage. Evaluation builds fear. And customer-centric cultures thrive on courage.

  1. Be curious, not judgmental

This is one of Ted’s favorite quotes, and one of mine too.
As CX leaders, we often judge. We judge leaders who don’t get it. We judge customers who complain. We judge colleagues who resist change. But judgment closes doors. Curiosity opens them. The next time you face resistance, pause and ask, “What’s really going on here?” Curiosity shifts energy from defensiveness to discovery, and that’s where transformation begins.

  1. Find Your Cookies

Every morning, Ted brings his boss a pink box of cookies. Small, consistent gestures that show care and build trust.
In CX, our cookies are those thoughtful little rituals that build connections. Maybe it’s how you start your team meetings by expressing appreciation, how you celebrate progress, or how you share a great customer story. Small gestures build big trust.

  1. Laugh at yourself

Ted never pretends to have it all figured out. He laughs at himself. He admits when he doesn’t know something. And people love him for it.
As CX leaders, we often feel the pressure to know everything—the data, the strategy, the roadmap. But authenticity beats perfection every time. Laugh at yourself, share your lessons, and others will follow your lead with more openness and joy.

So what if CX leadership really were more about heart than KPIs?

Ted didn’t win because he knew football. He won because he knew people. And that’s what CX leadership is all about: creating an environment where people want to play the game of customer centricity.

Because the truth is simple. We can only win when everyone is on board.

So here’s my invitation to you. Bring a little Ted Lasso energy into your week. Believe more, judge less, and keep leading with your heart.

Want to learn more?

Listen to this episode of CX Leadership Talks: What if CX leadership were more about heart than KPIs? Five lessons from Ted Lasso on your favorite podcast platform.

Listen to the episode here

Want more CX leadership insights? Connect with me on LinkedIn, and sign up for my weekly CX newsletter.

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

 

*****

Nienke Bloem is often referred to as the Customer Experience speaker in the blue dress. 

She is a global CX thought leader, educator, and keynote speaker who inspires audiences with best practices and proven methodologies. She runs a speaking practice, a CX game company, and a training business; she lives and breathes Customer Experience and is the author of two books on CX.

Her two-day Customer Experience Masterclass is known as the best program to prepare for the CCXP, and she is the go-to person for CX leaders who want to advance their leadership and achieve immediate results from their Customer Experience transformation programs. Since 2020, she has been hosting a CX Leadership Masterminds program and helping leaders enhance their leadership skills and deliver an engaging CX story, including a solid CX strategy. In addition, she is a modern-day pilgrim and has drawn parallels between her journey and leading customer-centric transformations. 

With over 20 years of corporate experience, she speaks the language of business. Her keynote speeches and training programs on customer experience are inspiring and practical. She is one of the few Recognized Training Partners of the CXPA, and her mission is to make customer experience work and help you achieve business results. Subscribe to her weekly CX newsletterto stay informed. 

 

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The Five Life Trends for 2025 – A Conversation with Bart Verouden, CCXP

The world of customer experience is constantly changing. Expectations shift, technology evolves, and trust is constantly being tested. As CX leaders, it is our job to look beyond the day-to-day and spot the signs of what’s to come. 

That is exactly why I invited Bart Verouden, CCXP, Senior Manager of Innovation & Business Development at Accenture, to join me on the CX Leadership Talks podcast. Bart is a Lean Black Belt, a lifelong learner, and a member of the team at Accenture Song that publishes the annual Life Trends Report.

I’ll be honest. I’ve seen plenty of trend reports in my career. Some are superficial, others too abstract. But when Bart first presented the Life Trends Report at a CXPA session, I was blown away. His ability to simplify complexity while connecting the dots between research, human behavior, and practical action makes these trends not just interesting but essential. 

The Five Life Trends for 2025

  1. The Cost of Hesitation
    Fake news, deepfakes, and scams are everywhere. More than half of people worldwide have encountered false or misleading content online. This erosion of trust leads to hesitation. Customers pause before clicking, buying, or sharing. For CX leaders, the challenge is clear: build confidence, remove doubts, and make every interaction trustworthy.My reflection: Recently, I received an email from my bank about a refund. My very first thought was, “This must be a scam.” Only after checking the banking app did I believe it was real. That immediate hesitation shows just how fragile trust has become. 
  1. The Parent Trap
    Today’s parents are raising children in a digital world without a playbook. Technology offers connection and learning, but it also poses risks. People expect companies to take responsibility by setting safer defaults, creating transparent products, and fostering healthier digital habits. CX leaders can play a role here by shaping ethical and family-friendly experiences.My reflection: I see this with my 12-year-old stepson. He plays Roblox and other online games that I barely understand. As parents, we can’t guide every aspect of their lives, so companies must carefully consider their role in fostering safe and healthy digital habits. 
  1. The Impatience Economy
    We live in an age of instant answers. Influencers thrive because they’re quick and relatable, while traditional institutions often move too slowly. Customers expect the same speed from brands—but without sacrificing depth and quality. This trend challenges us to rethink communication: short, to the point, trustworthy, and delivered in the right format.My reflection: At our CX Masterclass, participants often have practical questions. I used to answer them one by one via email, but now I’ve built a chatbot that provides 99 percent of the answers immediately. People no longer have to wait, and the friction is gone. That’s the impatience economy in action. 
  1. The Dignity of Work
    Happy employees create memorable customer moments. Disengaged employees make experiences feel purely transactional. More organizations are finally recognizing the direct link between employee experience and customer experience. For leaders, this means investing in autonomy, trust, and meaningful work. Dignity flows directly into every customer interaction.My reflection: In Gothenburg, I returned three times to the same restaurant. The food was excellent, but the waiter never once acknowledged us as regular guests. No smile, no “welcome back.” It turned every visit into a transaction. The dignity of work matters because it shows in every customer moment. 
  1. Social Media Rewilding
    After years of everything being digital, people are craving more authentic and real-world connections. It’s not about abandoning technology, but about finding balance. Customers want digital tools that support their lives, not replace them. For brands, the challenge is to create joy both offline and online, blending convenience with a human touch.My reflection: I notice this myself on LinkedIn. Posts where I share something personal often get far more engagement than posts that are purely informational. People crave authenticity. They want to see the person behind the professional, and brands should never forget that. 

Why This Matters for CX Leaders 

These aren't just buzzwords. Each trend reflects a shift in how people behave, what they expect, and how organizations must respond. As Bart puts it, growth happens when people feel understood. 

For me, that is the essence of CX leadership. Understanding people—whether customers, employees, or society—and then designing experiences based on real needs. 

Listen to the episode 

If you want to stay ahead as a CX leader and prepare your organization for what's next, this episode is for you. 

You can listen to the full episode here.

And please let me know: which of these five trends resonates most with you and your organization? I’d love to hear your thoughts.

Want more CX leadership insights? Connect with me on LinkedIn, and sign up for my weekly CX newsletter.

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

 

*****

Nienke Bloem is often referred to as the Customer Experience speaker in the blue dress. 

She is a global CX thought leader, educator, and keynote speaker who inspires audiences with best practices and proven methodologies. She runs a speaking practice, a CX game company, and a training business; she lives and breathes Customer Experience and is the author of two books on CX.

Her two-day Customer Experience Masterclass is known as the best program to prepare for the CCXP, and she is the go-to person for CX leaders who want to advance their leadership and achieve immediate results from their Customer Experience transformation programs. Since 2020, she has been hosting a CX Leadership Masterminds program and helping leaders enhance their leadership skills and deliver an engaging CX story, including a solid CX strategy. In addition, she is a modern-day pilgrim and has drawn parallels between her journey and leading customer-centric transformations. 

With over 20 years of corporate experience, she speaks the language of business. Her keynote speeches and training programs on customer experience are inspiring and practical. She is one of the few Recognized Training Partners of the CXPA, and her mission is to make customer experience work and help you achieve business results. Subscribe to her weekly CX newsletterto stay informed. 

 

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CX Leadership This Summer: The Power of ONE

Summer is here. Or almost. And with that, things tend to slow down. Our calendars are less packed, our inboxes are quieter, and if we’re lucky, we have a little more breathing room. It’s the perfect time for reflection. And for taking a different kind of CX leadership action.

Not by launching new programs or creating complex roadmaps.
But by doing something smaller. Much smaller.

Something I call the Power of ONE.

What is the Power of ONE?

It’s a mindset I’ve embraced in my own work recently. Especially when doubt creeps in.
When I wonder if this newsletter reaches people. If my podcast episode resonates. If I’m doing enough.
And then someone tells me. They listened. They took action. They felt inspired. That’s when I remind myself:

If I’ve inspired even one person, that’s a success.

That’s the Power of ONE.

But this isn’t just about me. This is for you, too. Especially if you’re a CX leader.

Your Summer Challenge

In my latest podcast episode, I invite you to take CX leadership in a different direction this summer.

The episode is titled: "
" CX Micro-Missions: Scale is overrated. Start small. Start now.

And in it, I share three simple CX missions. Each one includes practical steps you can take right away.
Think of ideas like:

  • Call one customer who gave harsh feedback.
  • Send a handwritten thank-you note to a long-time client.
  • Share a short story that brings CX to life.
  • Thank a quiet hero on your team.
  • Think about one mistake you've made and share what you learned from it.

These are small things. But they foster connection. They build trust. They create a ripple effect.

The inspiration for this episode came from a Harvard Business article on leadership and trust.
It stated that leaders set the tone for culture through their actions.
It also noted that authenticity, transparency, and vulnerability are key ingredients for trust.
And trust is what fuels change.

How to Join the Challenge

Here’s my summer challenge for you.
For every week you work this summer, pick one of the micro-actions from the episode. Just one. And do it.

You don't need a plan. You don't need a project. You just need to take action.

And I'm curious. What will your ripple look like?

Listen to the episode

CX Micro-Missions: Scale Is Overrated. Start Small. Start Now.

Let’s keep it human. Let’s keep it simple.
Let’s start small. Let’s start now.

Want more CX leadership insights? 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 referred to as the Customer Experience speaker in the blue dress. 

She is a global CX thought leader, educator, and keynote speaker who inspires audiences with best practices and proven methodologies. She runs a speaking practice, a CX game company, and a training business; she lives and breathes Customer Experience and is the author of two books on CX.

Her two-day Customer Experience Masterclass is known as the best program to prepare for the CCXP, and she is the go-to person for CX leaders who want to advance their leadership and achieve immediate results from their Customer Experience transformation programs. Since 2020, she has been hosting a CX Leadership Masterminds program and helping leaders enhance their leadership skills and deliver an engaging CX story, including a solid CX strategy. In addition, she is a modern-day pilgrim and has drawn parallels between her journey and leading customer-centric transformations. 

With over 20 years of corporate experience, she speaks the language of business. Her keynote speeches and training programs on customer experience are inspiring and practical. She is one of the few Recognized Training Partners of the CXPA, and her mission is to make customer experience work and help you achieve business results. Subscribe to her weekly CX Greetz to stay up to date. 

 

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What Female CX Leaders Can Learn from the Rules Nobody Teaches You

On this week’s podcast, something different. For once… it’s in Dutch. Why? Because the topic we discussed hit close to home and needed to be said the way we say things here: clear, direct, and with a touch of gezelligheid.
But don’t worry—here’s the gist in English. Because whether you speak Dutch or not, this is a game you’ll want to win.

The Game No One Told You About

Together with Elisa de Groot, a gender diversity expert and co-founder of InTouch Female Leadership & Career Academy, we discussed the game that’s played in most organizations—the one with unwritten rules, hidden power plays, and archetypes that influence who gets the credit, who gets promoted, and who is simply… ignored.

Elisa has been helping women navigate these dynamics for nearly 30 years. And she’s not about pretending to be someone else. She’s about helping women expand their behavioral toolkit so they don’t just work hard, but work smart.

For CX and customer service leaders: this is for you

As women in customer experience, we often lead with purpose, passion, and expertise. But when we don’t see our ideas take hold, or we’re passed over for opportunities, or we discover that someone else is earning more for the same work, it hurts. Been there, done that. And I shared my own story on the podcast.

Key takeaways you should know:

  • Success isn't just about your content; it's about how you navigate the organizational landscape.
  • Influence starts with visibility. Stop hiding your ambition. Say it out loud.
  • Strategic doesn't mean inauthentic. It means drawing on both your feminine and masculine qualities.
  • Start small. Try keeping a weekly “Tadaa notebook” where you list your successes. (Brilliant tip from Elisa.)

Why This Matters

Because when women in CX advance, organizations improve. Customers are served with empathy and strategy. Teams become stronger. And let’s be honest: you deserve the recognition, salary, and authority that match your talent.

Want more?

Elisa and I are co-hosting a Dutch masterclass on Stratego for Women on November 18. If you’re in the Netherlands (and speak Dutch) and want to expand your influence as a CX leader, you’re very welcome to join us. Click here for more information.

And even if you don’t speak Dutch: this episode is a powerful reminder to look beyond your to-do list and start playing the bigger game.

Now it's your turn.

What’s one thing you can do today to act more strategically?

Let me know—I love hearing from 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 referred to as the Customer Experience speaker in the blue dress. 

She is a global CX thought leader, educator, and keynote speaker who inspires audiences with best practices and proven methodologies. She runs a speaking practice, a CX game company, and a training business; she lives and breathes Customer Experience and is the author of two books on CX.

Her two-day Customer Experience Masterclass is known as the best program to prepare for the CCXP, and she is the go-to person for CX leaders who want to advance their leadership and achieve immediate results from their Customer Experience transformation programs. Since 2020, she has been hosting a CX Leadership Masterminds program and helping leaders enhance their leadership skills and deliver an engaging CX story, including a solid CX strategy. In addition, she is a modern-day pilgrim and has drawn parallels between her journey and leading customer-centric transformations. 

With over 20 years of corporate experience, she speaks the language of business. Her keynote speeches and training programs on customer experience are inspiring and practical. She is one of the few Recognized Training Partners of the CXPA, and her mission is to make customer experience work and help you achieve business results. Subscribe to her weekly CX Greetz to stay up to date. 

 

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