May 16, 2025

We often assume that if we want to create real impact, we should start with the customer. Design better journeys. Collect more feedback. Innovate around their needs. That if we just listen hard enough, structure smart enough, and automate fast enough the results will follow. But what if that’s only half the story? What if […]

If you’ve ever felt like your CX team is pushing water uphill—mapping journeys, conducting research, collecting insights, and yet… nothing really changes—this one’s for you. Because I’ve had that feeling too. And when I spoke with Rob about how they flipped that script at PostNL, it reminded me of something we all tend to forget: