The Experience Edge

• Beyond Journey Maps: Turning Insights into Action with Journey Management - Insights Ep. 2

  Journey Mapping is Dead. What comes next?Journey maps are like blueprints without builders. Beautiful and insightful - but ultimately useless unless someone owns the outcome.In this video, Jochem Van Der Veer (TheyDo CEO) breaks down why most customer journey maps fail to drive measurable impact - and introduces the shift from static maps to living systems of journey management.If you’ve ever spent months building journeys that never get used, this one’s for you.What You’ll Learn: • Why over 80% of journey maps fail - and what to do about it • Why beautiful maps on walls don’t drive change without ownership and accountability • The life cycle of a journey map - and why it usually ends in failure • What journey management really means • Three steps to move from mapping to managing • Why insight > alignment > action is the real path to customer-centric outcomes • How leading companies use journey governance to increase CX and operational efficiency Join the conversation:What’s one journey in your business that gets mapped - but never acted on?Follow Jochem on LinkedIn:Explore Journey Management with TheyDo#JourneyMapping #CustomerExperience #JourneyManagement #TheyDo #CXLeadership #DigitalTransformation #CustomerJourney #MappingToManaging #Silos #DecisionSupport

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• Ep. 37 - Stop selling. Start storytelling with video. - Samuel Beek

  In this episode of The Experience Edge, Jochem welcomes Sam Beek, Chief Product Officer at Veed, to explore the evolving landscape of video content creation in the age of AI. From humble beginnings hacking together apps at tech events to scaling a global video platform, Sam shares his journey and the pivotal role of customer feedback in building user-centric products.Sam and Jochem delve into how enterprises and solo creators can harness the power of video, why storytelling still reigns supreme, and how Veed's SEO-led growth strategy fuels innovation. They explore AI's role in making video creation more accessible and personalized, the shift from polished to authentic content, and how internal cultural change can help enterprises embrace the creator economy.Guest BioSamuel Beek is the Chief Product Officer at Veed.io, a fast-growing video creation platform. With a background in engineering and product development, Sam has a track record of building tools that make storytelling simpler for creators and marketers alike. A Reforge alum with expertise in user research and growth, he’s passionate about solving real problems through intuitive design and continuous customer engagement. At Veed, he’s leading the charge in AI-driven video innovation, SEO-led growth, and accessible video tools for everyone - from solo creators to enterprise teams.TakeawaysGreat product design starts with deep user empathy and regular customer conversations.Internal systems like user interviews, Slack snippet sharing, and company-wide customer Q&As ensure customer voices shape product direction.Balancing AI innovation with fixing foundational UX is critical, sometimes a logo misalignment trumps flashy new features.SEO is a growth engine at Veed, driven by the philosophy: "Make something people search for."With nearly 450,000 landing pages, Veed meets users where they are with tools tailored to hyper-specific needs.Storytelling and fun are key to adoption, people engage with tools that are enjoyable and help them express themselves.AI tools should enhance storytelling rather than replace human creativity.Enterprises must evolve: authentic, conversational video content trumps over-produced, generic messaging.There’s growing pressure for businesses to “put a face” on their brand and humanize customer relationships.Starting small, using props (like Lego figures on your webcam), or voiceover-only content helps overcome video anxiety.The best creators iterate: aim for a “video 4 out of 10” to start and improve over time.Emerging video trends: hyper-personalized content, AI-assisted storytelling, and a shift toward more human, lower-fidelity formats.Chapters 00:00 Intro to Sam Beek, CPO at Veed 01:55 Sam and Jochem’s early days building products 04:52 Why customer conversations shape product vision 07:12 Digital product research and building insight systems 10:13 Making customer feedback visible to teams 12:27 A UX failure story and what it taught Sam 14:48 Balancing AI innovation with UX basics 16:55 Revenue vs. engagement as product metrics 18:23 Veed's SEO strategy: 450k+ landing pages 21:45 LLMs and changing search behavior 23:37 Innovating for people, not just AI trends 25:55 From toys to scalable storytelling features 27:55 Why fun matters in product adoption 29:16 What enterprise teams need to learn from creators 32:10 Humanizing the enterprise through video 34:10 Brands nailing video content: Duolingo and OpenAI 36:29 Getting past corporate comms blockers 39:25 Where content creation is going 42:15 Helping people become better storytellers 47:58 The magic wand: removing the fear to create 50:37 Tactics for overcoming video creation anxiety 53:42 Final thoughts and where to follow SamLinkedInFollow Samuel Beek on LinkedIn Follow Jochem on LinkedInSamuel on Twitter screen_name=SAMUELBEEKSamuel on his website

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• Why Your CX Feels Broken (and How Journey Orchestration Fixes It) - Reflections Ep. 1

  Do you really need to “break the silos” to fix customer experience?In this video, Jochem Van Der Veer (TheyDo CEO) unpacks why that common advice is flawed - and shares Alison Landers’ (Chief Experience Officer at UBS) smarter approach: it’s not about breaking silos, it’s about orchestrating across them.Drawing on Alison’s experience leading CX at UBS, Wells Fargo, and Prudential, this episode reveals how journey orchestration helps organizations coordinate at scale and finally deliver seamless experiences customers actually feel.What You’ll Learn: • Why silos aren’t the enemy — and why orchestration is the smarter goal • How customer experience cuts across channels, products, and divisions by design • Why lack of coordination leads to disconnected journeys customers notice instantly • The three pillars of Journey Orchestration • How naming journey owners and building cross-functional alignment unlocks value • Lessons from UBS, Wells Fargo, and Prudential on scaling CX transformationCheck out the full podcast episode with Alison Landers here.Join the conversation:What’s one experience in your company that’s broken because no one owns the “in between”?Follow Jochem on LinkedInExplore Journey Management with TheyDo:#CustomerExperience #JourneyOrchestration #CXStrategy #BusinessSilos #TheyDo #CustomerJourney #CXLeadership #CrossFunctional #DigitalTransformation

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• Ep. 36 - Customer experience meets business strategy - Trish Wethman

  In this episode, Jochem van der Veer sits down with Trish Wethman, former Chief Customer Officer at Best Egg, to explore the evolution of the CX function and how to embed customer intelligence into business operations. Trish shares lessons from her tenure in creating impactful customer strategies and championing cultural transformation through CX. From navigating tough executive meetings to redesigning the CX function for action, Trish offers a candid look at what it takes to align organizations around a shared customer vision.The conversation covers everything from embedding insights partners into business teams, building a sticky CX vision, and redefining ROI in customer experience, to the future of AI in transforming journey mapping and decision-making. This episode is an essential listen for CX leaders looking to elevate their function from data collection to business impact.Guest BioTrish Wethman is a seasoned customer experience executive and the former Chief Customer Officer at Best Egg. With a background in driving customer-centric transformation, Trish has built high-performing CX teams that align business objectives with customer needs. Known for pioneering insights-driven partnerships and shaping cohesive experience visions, her work has helped enterprises navigate complexity and deliver measurable outcomes. Trish also contributes to the Mid-Atlantic CX Forum, where she continues to champion the role of CX in modern business strategy.TakeawaysCX leaders must connect metrics to business impact, not just report on data.A CX vision only sticks if it’s co-created with business leaders who feel accountable.Embedding insights business partners into product and marketing teams improves prioritization and advocacy.Aligning customer journeys to acquisition, conversion, and servicing metrics creates business relevance.Distinguishing between process maps and true journey maps is critical for actionable insights.Micro-journeys should be owned by the teams closest to them, while the CCO oversees end-to-end cohesion.CX principles like “flexibility” work best when they’re deeply rooted in customer research and relevant across departments.Weekly business reviews are powerful tools for prioritization across CX, product, and marketing.ROI can be demonstrated through lift in conversion, risk mitigation, and faster decision-making.AI should automate insight generation and journey mapping, enabling CX teams to focus on driving action.Future CX functions will require more consultative and alignment-oriented roles.Service design, AI operations, and customer data orchestration will be foundational to next-gen CX.Chapters00:00 Guest introduction and setting the stage 01:00 CX storytelling failure: translating insights to business value 05:00 Building integrated CX teams that understand business metrics 08:00 Creating the role of insights business partners 11:00 The role of a CX vision and stakeholder collaboration 15:00 Aligning CX to acquisition, conversion, and retention 19:00 Journey mapping beyond the surface level 22:00 Ownership of end-to-end vs. micro-journeys 24:00 Weekly business reviews and their impact 28:00 ROI examples from marketing and innovation support 31:00 CX as an alignment function across silos 33:00 CX principles: flexibility as a customer value driver 35:00 AI’s transformative role in CX workflows 40:00 AI-first CX operating model: what stays human? 44:00 Shifting skillsets: from analysts to consultative partners 47:00 Rethinking surveys and AI-enabled research 50:00 CX engineering: building intelligent customer systems 52:00 Quality control, trust, and hallucination risks in AI 53:00 Closing thoughts and where to find Trish onlineLinkedInFollow Trish Wethman on LinkedInFollow Jochem van der Veer on LinkedInAs Promised you can find Trish Wethman on The Mid-Atlantic CX Forum "Where CX and IT Meet"

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• The one thing killing your customer experience - Insights Ep. 1

  Why do CX efforts fail - even when everyone’s working hard?You’ve got the tools, the talent, and the intent. But customer pain persists. In this video, Jochem Van Der Veer (TheyDo CEO) reveals the real reason most customer experience initiatives don’t deliver results.It’s not broken UX.It’s not bad support.It’s structural misalignment - and it’s costing you more than you realize.What You’ll Learn: • Why silos aren't the enemy - and why “breaking them” is the wrong goal • The 4 hidden costs of poor cross-functional coordination: • How journey-centric orchestration helps teams work smarter, not harder • Real-world lessons from companies like Lufthansa on aligning product, UX, and service • Why journey management beats cosmetic fixes like NPS and UI tweaksJoin the conversation:Where are your teams misaligned - and what would it take to fix it?Follow Jochem on LinkedInExplore Journey Management with TheyDo #CustomerExperience #JourneyManagement #TheyDo #BusinessSilos #CXLeadership #DigitalStrategy #CrossFunctional #CustomerJourney #CXFailure #OrchestrationNotDestruction

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