Fame Host (https://fame.so) The CX Equation https://podcasts.fame.so/the-cx-equation https://feeds.fame.so/the-cx-equation The CX Equation podcast from Tap CXM discusses what it really takes to deliver great customer experience in complex organisations. Hosted by industry leaders Chantelle Casey and Mark Clydesdale, each episode is a practical and refreshingly honest conversation with leaders doing the work. Deep-diving into the strategies and technologies transforming CX across all business sectors, from CRM rollouts to loyalty redesigns to workflow overhauls - and everything in between. Whether you're a CX leader, marketer, or enterprise decision-maker, Tap CXM’s podcast offers practical advice to help you mastering customer experience (CX) in today’s ever-changing, competitive landscape. en Mon, 15 Sep 2025 13:00:40 +0000 Wed, 27 May 2026 09:35:57 +0000 https://content.fameapp.so/uploads/xjqpz96q/2a1f8f00-3758-11f1-9ef2-5f485442f8d0/2a1f8ff0-3758-11f1-8cc8-3bfb3ebf7545.jpg The CX Equation https://podcasts.fame.so/the-cx-equation The CX Equation podcast from Tap CXM discusses what it really takes to deliver great customer experience in complex organisations. Hosted by industry leaders Chantelle Casey and Mark Clydesdale, each episode is a practical and refreshingly honest conversation with leaders doing the work. Deep-diving into the strategies and technologies transforming CX across all business sectors, from CRM rollouts to loyalty redesigns to workflow overhauls - and everything in between. Whether you're a CX leader, marketer, or enterprise decision-maker, Tap CXM’s podcast offers practical advice to help you mastering customer experience (CX) in today’s ever-changing, competitive landscape. Tap CXM The CX Equation podcast from Tap CXM discusses what it really takes to deliver great customer experience in complex organisations. Hosted by industry leaders Chantelle Casey and Mark Clydesdale, each episode is a practical and refreshingly honest conversation with leaders doing the work. Deep-diving into the strategies and technologies transforming CX across all business sectors, from CRM rollouts to loyalty redesigns to workflow overhauls - and everything in between. Whether you're a CX leader, marketer, or enterprise decision-maker, Tap CXM’s podcast offers practical advice to help you mastering customer experience (CX) in today’s ever-changing, competitive landscape. No No episodic Tap CXM The CX Equation podcast from Tap CXM discusses what it really takes to deliver great customer experience in complex organisations. Hosted by industry leaders Chantelle Casey and Mark Clydesdale, each episode is a practical and refreshingly honest conversation with leaders doing the work. Deep-diving into the strategies and technologies transforming CX across all business sectors, from CRM rollouts to loyalty redesigns to workflow overhauls - and everything in between. Whether you're a CX leader, marketer, or enterprise decision-maker, Tap CXM’s podcast offers practical advice to help you mastering customer experience (CX) in today’s ever-changing, competitive landscape. The CX Equation podcast from Tap CXM discusses what it really takes to deliver great customer experience in complex organisations. Hosted by industry leaders Chantelle Casey and Mark Clydesdale, each episode is a practical and refreshingly honest conversation with leaders doing the work. Deep-diving into the strategies and technologies transforming CX across all business sectors, from CRM rollouts to loyalty redesigns to workflow overhauls - and everything in between. Whether you're a CX leader, marketer, or enterprise decision-maker, Tap CXM’s podcast offers practical advice to help you mastering customer experience (CX) in today’s ever-changing, competitive landscape. customer experience journey, cx, customer experience platform, customer experience management platform, customers experience, retail customer experience, customer experience services, guide cx, customer experience management, improving customer experience Tap CXM team@fame.so No No No EP8: Why User Research Is Your Competitive Edge in Modern CX Strategy https://podcasts.fame.so/e/pnllwj4n-why-user-research-is-your-competitive-edge-in-modern-cx-strategy EP8: Why User Research Is Your Competitive Edge in Modern CX Strategy 8 No No x0l63ly0 In this episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale sit down with Emmanuelle Savarit, a senior research and strategy leader, to explore how embedding user research into everyday decisions drives measurable business impact. Emmanuelle shares how to position research as a core business function, align insights with stakeholder priorities, and scale research across organisations. She also explains how AI is enhancing, rather than replacing, researchers by freeing them to focus on strategic thinking and human judgment. Tune in to learn how to turn insights into action and build a culture where research truly moves the needle. Key takeaway: Embedding user research into daily decision-making turns insights into measurable business impact.
In this episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale sit down with Emmanuelle Savarit, a senior research and strategy leader, to explore how embedding user research into everyday decisions drives measurable business impact. Emmanuelle shares how to position research as a core business function, align insights with stakeholder priorities, and scale research across organisations. She also explains how AI is enhancing, rather than replacing, researchers by freeing them to focus on strategic thinking and human judgment. Tune in to learn how to turn insights into action and build a culture where research truly moves the needle.


Key takeaway: Embedding user research into daily decision-making turns insights into measurable business impact.


What You’ll Learn:
  • How to position research as a business function, not an afterthought
  • Why triangulating qualitative insights with quantitative data creates a powerful story
  • The "research maturity model" framework for scaling insights across organisations
  • How AI is making researchers 40% more effective without compromising quality
  • Why human oversight of AI models is non-negotiable in research
  • How to embed research into everyday decision-making


Emmanuelle Savarit is a senior research and strategy leader with over 20 years of experience advising organisations on integrating AI, digital products, and UX research to drive responsible innovation and measurable business impact. She has built and led global insight functions across finance, technology, government, and consumer sectors, translating user understanding and data into product strategy and executive decisions. Her work focuses on AI governance, ethical adoption, and human oversight. Emmanuelle is the author of Practical User Research and The UX Research Powerhouse trilogy, and host of the UX Research Club podcast, where she explores research leadership and strategy.


Mark Clydesdale is the Head of Strategic Consulting at Tap CXM and a customer-obsessed marketing strategist who turns messy data and competing P&Ls into clear, scalable personalisation. He’s best known for championing relevance and bringing a strategic perspective on the importance of relevance in personalisation. Having worked across sectors from telco and banking to retail and media, Mark bridges the gap between customer insight, decisioning, and real-world execution.


Chantelle Casey is the Principal Solutions Architect at Tap CXM and a marketing operations and MarTech leader who builds the plumbing that makes personalisation work at scale. She specialises in unified customer views, decisioning, and “next-best-everything” logic. Currently, her focus is on supporting clients in transforming their business to best, optimising their customer experience, improving their agility, and developing better ways of working that are insight-driven and customer-focused.


Episode Resources:



This episode is brought to you by Tap CXM.


The CX Equation is handcrafted by our friends over at: fame.so.
]]> Tue, 12 May 2026 07:00:00 +0000 Tap CXM Tap CXM 2553 In this episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale sit down with Emmanuelle Savarit, a senior research and strategy leader, to explore how embedding user research into everyday decisions drives measurable business impact. Emmanuelle shares how to position research as a core business function, align insights with stakeholder priorities, and scale research across organisations. She also explains how AI is enhancing, rather than replacing, researchers by freeing them to focus on strategic thinking and human judgment. Tune in to learn how to turn insights into action and build a culture where research truly moves the needle. Key takeaway: Embedding user research into daily decision-making turns insights into measurable business impact. In this episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale sit down with Emmanuelle Savarit, a senior research and strategy leader, to explore how embedding user research into everyday decisions drives measurable business impact. Emmanuelle shares how to position research as a core business function, align insights with stakeholder priorities, and scale research across organisations. She also explains how AI is enhancing, rather than replacing, researchers by freeing them to focus on strategic thinking and human judgment. Tune in to learn how to turn insights into action and build a culture where research truly moves the needle. Key takeaway: Embedding user research into daily decision-making turns insights into measurable business impact. UX research in customer experience, How AI is changing user research, UX research strategy, Customer experience research, AI in UX research, User research best practices, Digital transformation and customer experience, Customer insights and business growth, Research-driven product development, UX research leadership, How to build customer trust with AI, AI governance in customer experience, User research for product teams, Data-driven customer experience, Why user research matters, Customer journey research, Human-centred design and AI, Embedding research into company culture, Using AI responsibly in business, UX research and business strategy, How does user research improve customer experience?, Can AI replace UX researchers?, What is the role of UX research in digital transformation?, How to use AI responsibly in customer research, Why companies fail without user research, How to build trust in AI-powered customer experiences, What is strategic UX research?, How UX research drives business decisions, How to embed research into business culture, Best practices for AI governance in UX, AI and customer trust, UX research secrets, Why companies skip user research, AI ethics in business, The future of UX research, Data-driven decision making, Human-centred AI, Research-backed customer experience, Building products customers actually want, AI vs human insight No No EP7: Test Smarter, Grow Faster: Nicole Storey on Experimentation https://podcasts.fame.so/e/x812391n-test-smarter-grow-faster-nicole-storey-on-experimentation EP7: Test Smarter, Grow Faster: Nicole Storey on Experimentation 7 No No 713r98w0 In this episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale sit down with Nicole Storey, Co-Founder and Head of Experimentation at Hookflash, to reveal how experimentation can transform website performance and customer experience. Nicole breaks down why running tests without a clear hypothesis wastes time, how to align SEO insights with on-site experience, and why “losing” tests can be the most valuable lessons. She shares practical frameworks for data-driven decision-making, creating tailored landing pages, and building a culture that drives sustainable growth. Tune in to learn how experimentation can turn insights into real business results. Key takeaway: Experimentation with a clear hypothesis turns website data into actionable insights that drive real business growth. In this episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale sit down with Nicole Storey, Co-Founder and Head of Experimentation at Hookflash, to reveal how experimentation can transform website performance and customer experience. Nicole breaks down why running tests without a clear hypothesis wastes time, how to align SEO insights with on-site experience, and why “losing” tests can be the most valuable lessons. She shares practical frameworks for data-driven decision-making, creating tailored landing pages, and building a culture that drives sustainable growth. Tune in to learn how experimentation can turn insights into real business results.


Key takeaway: Experimentation with a clear hypothesis turns website data into actionable insights that drive real business growth.


What You’ll Learn:
  • Why your website is your most underoptimised channel
  • How to avoid the mismatch between search intent and on-site experience.
  • The power of data-driven hypothesis building before you test.
  • Why losing tests are often more valuable than winning ones.
  • How to talk to stakeholders who fear the maths.
  • The practical first step toward personalisation.
  • How to build a culture where people enjoy the work they do.


Nicole Storey is Co-founder and Head of Experimentation at Hookflash, a recognised leader in digital optimisation and experimentation strategy. With a background in computer science and a decade of experience building analytics and experimentation programmes, Nicole has helped numerous brands understand customer behaviour and unlock website performance gains. Previously leading analytics and experimentation teams at Merkle, she founded Hookflash to address a critical gap in the market: the absence of holistic website optimisation that ties together analytics, SEO, and experimentation. Her work has positioned Hookflash as a trusted partner for organisations seeking to transform data-driven insights into measurable growth and customer-centric experiences.


Mark Clydesdale is the Head of Strategic Consulting at Tap CXM and a customer-obsessed marketing strategist who turns messy data and competing P&Ls into clear, scalable personalisation. He’s best known for championing relevance and bringing a strategic perspective on the importance of relevance in personalisation. Having worked across sectors from telco and banking to retail and media, Mark bridges the gap between customer insight, decisioning, and real-world execution.


Chantelle Casey is the Principal Solutions Architect at Tap CXM and a marketing operations and MarTech leader who builds the plumbing that makes personalisation work at scale. She specialises in unified customer views, decisioning, and “next-best-everything” logic. Currently, her focus is on supporting clients in transforming their business to best, optimising their customer experience, improving their agility, and developing better ways of working that are insight-driven and customer-focused.


Episode Resources:



This episode is brought to you by Tap CXM.


The CX Equation is handcrafted by our friends over at: fame.so.
]]> Tue, 14 Apr 2026 07:00:00 +0000 Tap CXM Tap CXM 2286 In this episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale sit down with Nicole Storey, Co-Founder and Head of Experimentation at Hookflash, to reveal how experimentation can transform website performance and customer experience. Nicole breaks down why running tests without a clear hypothesis wastes time, how to align SEO insights with on-site experience, and why “losing” tests can be the most valuable lessons. She shares practical frameworks for data-driven decision-making, creating tailored landing pages, and building a culture that drives sustainable growth. Tune in to learn how experimentation can turn insights into real business results. Key takeaway: Experimentation with a clear hypothesis turns website data into actionable insights that drive real business growth. In this episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale sit down with Nicole Storey, Co-Founder and Head of Experimentation at Hookflash, to reveal how experimentation can transform website performance and customer experience. Nicole breaks down why running tests without a clear hypothesis wastes time, how to align SEO insights with on-site experience, and why “losing” tests can be the most valuable lessons. She shares practical frameworks for data-driven decision-making, creating tailored landing pages, and building a culture that drives sustainable growth. Tune in to learn how experimentation can turn insights into real business results. Key takeaway: Experimentation with a clear hypothesis turns website data into actionable insights that drive real business growth. Customer experience optimisation UK, Website experimentation agency UK, Conversion rate optimisation UK, Digital analytics consultancy UK, A/B testing services UK, UX optimisation agency UK, Data-driven marketing UK, Website performance optimisation UK, SEO and CRO agency UK, Customer journey optimisation UK, CRO agency London, Digital analytics consultant London, SEO and UX agency Manchester, Website optimisation services UK, Experimentation agency UK, AI in marketing analytics UK, Personalisation in customer experience UK, Data-led marketing strategy UK, Website conversion optimisation UK, Digital experimentation platforms UK No No EP6: Problem First, AI Second: What Great CX Leaders Get Right https://podcasts.fame.so/e/v85jkmmn-ep6-problem-first-ai-second-what-great-cx-leaders-get-right EP6: Problem First, AI Second: What Great CX Leaders Get Right 6 No No 81q3rzz1 In this episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale are joined by Zeke Wu and Aswin Peter to discuss what it really takes to use AI for improving customer experience. Drawing on lessons from the automotive and energy domains, they share that a problem-first thinking approach beats AI hype every time. The conversation explores how trust and transparency shape AI adoption, why augmenting teams matters more than replacing them, and how small, practical use cases can scale globally, even in regulated environments. The key takeaway: competitive advantage comes from better decisions, not just more digital tools. In this episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale are joined by Zeke Wu and Aswin Peter to discuss what it really takes to use AI for improving customer experience. Drawing on lessons from the automotive and energy domains, they share that a problem-first thinking approach beats AI hype every time. The conversation explores how trust and transparency shape AI adoption, why augmenting teams matters more than replacing them, and how small, practical use cases can scale globally, even in regulated environments. 

The key takeaway: competitive advantage comes from better decisions, not just more digital tools.

What You’ll Learn:
  • Why "problem-first" thinking beats AI-first hype
  • How to implement AI without eroding customer trust
  • The three practical ways AI is reshaping customer service today
  • How to balance global AI frameworks with regional customization
  • Why data integration doesn't need to be perfect before you start
  • How AI is reshaping customer discovery and brand visibility


Zeke Wu is a Global CRM Program Manager at Nissan Motor Corporation, specialising in AI-powered sales and customer strategy across the automotive sector. With extensive experience spanning automotive, aviation, and consulting, Zeke leads data-driven CRM initiatives that blend predictive modeling with customer insights to enhance acquisition and lifetime value.


Aswin Peter is a Senior Product Lead – Customer Experience and Product Strategy, Energy and Utilities Industry with over a decade of global experience building customer-centric, game-changing products. Analytical and data-driven, he focuses on key metrics to solve core customer problems and deliver strategic impact. An MBA graduate of the McCombs School of Business, UT Austin, Aswin has led diverse teams across energy, utilities, payments, and customer experience. He was accepted into the Perplexity AI Business Fellowship in 2025, a program run by Perplexity AI aimed at experienced professionals looking to deepen their strategic understanding and application of AI. 


Mark Clydesdale is the Head of Strategic Consulting at Tap CXM and a customer-obsessed marketing strategist who turns messy data and competing P&Ls into clear, scalable personalisation. He’s best known for championing relevance and bringing a strategic perspective on the importance of relevance in personalisation. Having worked across sectors from telco and banking to retail and media, Mark bridges the gap between customer insight, decisioning, and real-world execution.


Chantelle Casey is the Principal Solutions Architect at Tap CXM and a marketing operations and MarTech leader who builds the plumbing that makes personalisation work at scale. She specialises in unified customer views, decisioning, and “next-best-everything” logic. Currently, her focus is on supporting clients in transforming their business to best, optimising their customer experience, improving their agility, and developing better ways of working that are insight-driven and customer-focused.


Episode Resources:



This episode is brought to you by Tap CXM.


The CX Equation is handcrafted by our friends over at: fame.so.
]]> Tue, 17 Mar 2026 07:00:00 +0000 Tap CXM Tap CXM 2576 In this episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale are joined by Zeke Wu and Aswin Peter to discuss what it really takes to use AI for improving customer experience. Drawing on lessons from the automotive and energy domains, they share that a problem-first thinking approach beats AI hype every time. The conversation explores how trust and transparency shape AI adoption, why augmenting teams matters more than replacing them, and how small, practical use cases can scale globally, even in regulated environments. The key takeaway: competitive advantage comes from better decisions, not just more digital tools. In this episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale are joined by Zeke Wu and Aswin Peter to discuss what it really takes to use AI for improving customer experience. Drawing on lessons from the automotive and energy domains, they share that a problem-first thinking approach beats AI hype every time. The conversation explores how trust and transparency shape AI adoption, why augmenting teams matters more than replacing them, and how small, practical use cases can scale globally, even in regulated environments. The key takeaway: competitive advantage comes from better decisions, not just more digital tools. British Gas, Zeke Wu, Aswin Peter, The CX equation, Chantelle Casey, Mark Clydesdale, TapCXM, TAP, AI in customer experience, AI-powered customer service, customer experience transformation, data-driven customer experience, AI customer journey optimisation, AI in customer experience UK, AI in energy and utilities UK, AI in automotive industry, AI in regulated industries UK, Open Banking customer experience UK, generative AI in customer experience, agentic AI customer service, AI-driven personalisation, predictive analytics in CX, AI customer intent analysis, problem-first product strategy, AI adoption in enterprises, customer data strategy, AI implementation challenges, decision intelligence transformation No No EP5: Designing for What Customers Really Want - Not Just What They Say with Andy Sage https://podcasts.fame.so/e/v85jkw7n-ep5-designing-for-what-customers-really-want-not-just-what-they-say-with-andy-sage EP5: Designing for What Customers Really Want - Not Just What They Say with Andy Sage 5 No No 81q3rj51 Markets are crowded, products feel interchangeable, and customer loyalty is more fragile than ever. In this episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale are joined by Andy Sage to explore why experience is the true competitive advantage across industries, and how behavioural psychology can shape CX design. From adoption curves to organisational design, they unpack how to turn complex, commoditised offerings into trusted propositions that customers genuinely value, adopt, and remain loyal to. Markets are crowded, products feel interchangeable, and customer loyalty is more fragile than ever. In this episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale are joined by Andy Sage to explore why experience is the true competitive advantage across industries, and how behavioural psychology can shape CX design. From adoption curves to organisational design, they unpack how to turn complex, commoditised offerings into trusted propositions that customers genuinely value, adopt, and remain loyal to. 

What You’ll Learn:

  • How to identify what customers actually want beneath surface needs
  • Why simplicity in proposition design drives adoption more than feature richness
  • The behavioural psychology framework for segmenting customers
  • How to structure organisations around customer experience, not product silos
  • The trust equation: why one bad experience now costs you customers, forever
  • How to design for future behaviours that customers haven't adopted yet

Andy Sage is the Propositions and Partnerships Lead at E.ON. He brings 25 years of experience helping start-ups, scale-ups, and global enterprises turn strategy into commercial results. A specialist in market proposition innovation, business transformation, and operational execution across B2B and B2C models, he partners with senior leaders to build customer-centric, commercially minded cultures. His work spans strategy, product development, organisational design, and large-scale change. Known for aligning stakeholders and translating insight into action, Andy is a respected speaker on leadership, innovation, and transformation.


Episode Resources:


This episode is brought to you by Tap CXM.


The CX Equation is handcrafted by our friends over at: fame.so.
]]> Tue, 17 Feb 2026 07:00:00 +0000 Tap CXM Tap CXM 3050 Markets are crowded, products feel interchangeable, and customer loyalty is more fragile than ever. In this episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale are joined by Andy Sage to explore why experience is the true competitive advantage across industries, and how behavioural psychology can shape CX design. From adoption curves to organisational design, they unpack how to turn complex, commoditised offerings into trusted propositions that customers genuinely value, adopt, and remain loyal to. Markets are crowded, products feel interchangeable, and customer loyalty is more fragile than ever. In this episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale are joined by Andy Sage to explore why experience is the true competitive advantage across industries, and how behavioural psychology can shape CX design. From adoption curves to organisational design, they unpack how to turn complex, commoditised offerings into trusted propositions that customers genuinely value, adopt, and remain loyal to. Customer experience in the UK energy sector, Behavioural psychology in CX design, Energy transition customer adoption UK, Time of use energy tariffs UK, Demand flexibility services UK, Smart energy propositions UK, Energy customer segmentation strategy, UK renewable energy customer behaviour, Electric vehicle charging tariffs UK, Sustainable energy propositions UK, Trust and brand loyalty in utilities, Simplifying complex energy tariffs, AI in energy customer experience, Customer-led product innovation UK, Maslow’s hierarchy of needs in marketing, Energy behaviour change incentives UK, Designing customer-centric tariffs, Digital transformation in UK utilities, Flexibility markets and consumer engagement, Building trust in regulated industries UK No No EP4: What 2025 Taught Us About AI, Composable Tech, and Marketing Control https://podcasts.fame.so/e/l8qwr4q8-ep4-what-2025-taught-us-about-ai-composable-tech-and-marketing-control EP4: What 2025 Taught Us About AI, Composable Tech, and Marketing Control 4 No No 80nvjxy0 Marketing teams are heading into 2026 under pressure to prove value, simplify their MarTech stacks, and deliver more with fewer resources, all while AI noise gets louder every week. In this episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale are joined by James Gent and Neil Hughes of Tap CXM to unpack what really changed in 2025, what composable actually means in practice, and why the next wave isn’t more AI. Marketing teams are heading into 2026 under pressure to prove value, simplify their MarTech stacks, and deliver more with fewer resources, all while AI noise gets louder every week. In this episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale are joined by James Gent and Neil Hughes of Tap CXM to unpack what really changed in 2025, what composable actually means in practice, and why the next wave isn’t more AI.

What You’ll Learn:
  • How to spot the difference between real AI capability and vendor hype
  • Why consolidating and simplifying your MarTech stack is now a business necessity
  • How to avoid the AI implementation trap
  • Why humans plus AI outperform AI-only solutions by every measure
  • The overlooked challenge that derails most AI projects
  • How decisioning architecture is becoming the real competitive advantage

Neil Hughes is the Marketing Solutions Director at Tap CXM, specialising in technology consolidation, stack optimisation, and data architecture for enterprise clients. With vast experience helping leading brands navigate the complexities of composable marketing technology stacks, Neil brings a critical, curiosity-driven approach to identifying which technologies genuinely deliver ROI versus which are riding the AI hype wave.

James Gent is a Director and Business Consultant at Tap CXM with a background in designing and delivering marketing technology solutions for global brands. With deep expertise in marketing automation, decisioning frameworks, and AI implementation, James has led numerous technology consolidation and standardisation initiatives across enterprises.



Episode Resources:


This episode is brought to you by Tap CXM.


The CX Equation is handcrafted by our friends over at: fame.so.
]]> Tue, 20 Jan 2026 07:00:00 +0000 Tap CXM Tap CXM 2918 Marketing teams are heading into 2026 under pressure to prove value, simplify their MarTech stacks, and deliver more with fewer resources, all while AI noise gets louder every week. In this episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale are joined by James Gent and Neil Hughes of Tap CXM to unpack what really changed in 2025, what composable actually means in practice, and why the next wave isn’t more AI. Marketing teams are heading into 2026 under pressure to prove value, simplify their MarTech stacks, and deliver more with fewer resources, all while AI noise gets louder every week. In this episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale are joined by James Gent and Neil Hughes of Tap CXM to unpack what really changed in 2025, what composable actually means in practice, and why the next wave isn’t more AI. Here’s your full list **combined into one line, separated by commas, with spaces removed where needed for readability**: MarTech Stack, Composable Marketing Technology, AI in Marketing, Marketing Automation, Marketing ROI, Marketing Technology Consolidation, CX Strategy, AI Implementation, Human + AI Collaboration, Marketing Efficiency, Decisioning Architecture, Campaign Optimization, Digital Transformation, Martech Simplification, Data-Driven Marketing, AI Hype vs. Reality, Marketing Analytics, Technology Standardization, Future of Marketing, Enterprise Marketing Solutions No No EP3: The Secret to CX Superpower at a Global Scale https://podcasts.fame.so/e/0njypkl8-ep3-the-secret-to-cx-superpower-at-a-global-scale EP3: The Secret to CX Superpower at a Global Scale 3 No No 40pq6zr1 What if your global CX strategy could scale effortlessly, without ever overruling local teams? In this episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale welcome Rob Grierson, Head of Group CRM, Customer Analytics & Innovation at Specsavers, to explore how global teams can unify customer experience across 10+ markets without diluting local expertise. Rob shares practical frameworks for building a global CRM community, strengthening personal relationships across regions, and creating shared testing standards that inspire trust. He also breaks down Specsavers’ “steal with pride” culture, where teams confidently adopt proven tactics from other markets to accelerate impact. This conversation reveals how global scale, when combined with local autonomy, becomes a powerful CX advantage. What if your global CX strategy could scale effortlessly, without ever overruling local teams? In this episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale welcome Rob Grierson, Head of Group CRM, Customer Analytics & Innovation at Specsavers, to explore how global teams can unify customer experience across 10+ markets without diluting local expertise. Rob shares practical frameworks for building a global CRM community, strengthening personal relationships across regions, and creating shared testing standards that inspire trust. He also breaks down Specsavers’ “steal with pride” culture, where teams confidently adopt proven tactics from other markets to accelerate impact. This conversation reveals how global scale, when combined with local autonomy, becomes a powerful CX advantage.


What You’ll Learn:
  • How to map the universal customer journey across diverse markets 
  • Why personal relationships matter more than processes in global CX alignment
  • The "Steal with Pride" Framework for scaling regional wins
  • How to build a testing framework that gives regions confidence to share results
  • Why global leaders must continuously realign with shifting local priorities
  • How to foster organic community participation without top-down mandates


Rob Grierson is Head of Group CRM, Customer Analytics & Innovation, Customer Analytics, and Innovation at Specsavers, where he has spent more than two decades shaping customer engagement strategies across one of the world's most recognisable retail healthcare brands. With a background spanning location analytics, CRM, and digital transformation, Rob has built globally unified frameworks that enable local market autonomy and innovation. His work fostering cross-regional collaboration and establishing best practices in testing and email deliverability has positioned Specsavers' CRM function as a gold standard within the organisation


Mark Clydesdale is the Head of Strategic Consulting at Tap CXM and a customer-obsessed marketing strategist who turns messy data and competing P&Ls into clear, scalable personalisation. He’s best known for championing relevance and bringing a strategic perspective on the importance of relevance in personalisation. Having worked across sectors from telco and banking to retail and media, Mark bridges the gap between customer insight, decisioning, and real-world execution.


Chantelle Casey is a Senior Solutions Consultant at Tap CXM and a marketing operations and MarTech leader who builds the plumbing that makes personalisation work at scale. She specialises in unified customer views, decisioning, and “next-best-everything” logic. Currently, her focus is on supporting clients in transforming their business to best, optimising their customer experience, improving their agility, and developing better ways of working that are insight-driven and customer-focused.



This episode is brought to you by Tap CXM.


The CX Equation is handcrafted by our friends over at: fame.so.
]]> Tue, 16 Dec 2025 07:00:00 +0000 Tap CXM Tap CXM 2045 What if your global CX strategy could scale effortlessly, without ever overruling local teams? In this episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale welcome Rob Grierson, Head of Group CRM, Customer Analytics & Innovation at Specsavers, to explore how global teams can unify customer experience across 10+ markets without diluting local expertise. Rob shares practical frameworks for building a global CRM community, strengthening personal relationships across regions, and creating shared testing standards that inspire trust. He also breaks down Specsavers’ “steal with pride” culture, where teams confidently adopt proven tactics from other markets to accelerate impact. This conversation reveals how global scale, when combined with local autonomy, becomes a powerful CX advantage. What if your global CX strategy could scale effortlessly, without ever overruling local teams? In this episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale welcome Rob Grierson, Head of Group CRM, Customer Analytics & Innovation at Specsavers, to explore how global teams can unify customer experience across 10+ markets without diluting local expertise. Rob shares practical frameworks for building a global CRM community, strengthening personal relationships across regions, and creating shared testing standards that inspire trust. He also breaks down Specsavers’ “steal with pride” culture, where teams confidently adopt proven tactics from other markets to accelerate impact. This conversation reveals how global scale, when combined with local autonomy, becomes a powerful CX advantage. Customer experience, CX strategy, Customer journey mapping, Customer satisfaction, Customer retention, Customer feedback, Net Promoter Score, Omnichannel customer experience, Customer loyalty, CX metrics, Customer service, Customer support software, CRM, AI customer service, Chatbots for customer service, Customer relationship management, Digital marketing, Personalized marketing, Marketing automation, Customer engagement No No EP2: Why Creativity Is the Missing Link in Customer Experience https://podcasts.fame.so/e/vnwplq68-ep2-why-creativity-is-the-missing-link-in-customer-experience EP2: Why Creativity Is the Missing Link in Customer Experience 2 No No 81x28jp1 In today’s data-driven world, creativity is the true competitive differentiator and the cornerstone of next-level customer experiences. In this episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale sit down with Matt Broekhuizen, Head of Customer Engagement at VCCP, to explore how iconic brands like LEGO and Sainsbury’s blend tech, data, and creativity to create emotionally resonant customer experiences. Matt shares frameworks for aligning cross-functional teams, building human-centered CRM programmes, and utilising AI to enhance creative excellence, proving that the most successful CX strategies prioritise brand storytelling over technology. In today’s data-driven world, creativity is the true competitive differentiator and the cornerstone of next-level customer experiences. In this episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale sit down with Matt Broekhuizen, Head of Customer Engagement at VCCP,  to explore how iconic brands like LEGO and Sainsbury’s blend tech, data, and creativity to create emotionally resonant customer experiences. Matt shares frameworks for aligning cross-functional teams, building human-centered CRM programmes, and utilising AI to enhance creative excellence, proving that the most successful CX strategies prioritise brand storytelling over technology.

What You’ll Learn:
  • How to build the "tech-data-creativity triangle" that no one has fully cracked yet
  • Why your email and CRM programmes are damaging your brand reputation right now 
  • The programme vs. campaign mindset shift that doubled customer engagement
  • How to organise cross-functional teams ("squads") for authentic customer-centricity 
  • Why AI enhances rather than threatens creative customer engagement 
  • The actual difference between loyalty programmes and CRM, and why most organisations confuse them


Matt Broekhuizen joined VCCP in 2022 after an impressive 14-year run leading Table19, the independent agency he founded in 2008 to specialise in Loyalty and CRM programmes. With experience spanning global brands such as BlackRock, Investec, Sainsbury’s, Nectar, Blackberry, and Sky, Matt brings a wealth of strategic and creative expertise. At VCCP, he heads the Loyalty & CRM team, overseeing clients including Canon, Sage, Vitality, Fortnum & Mason, LEGO, TfL, and Mark Anthony Group.


Mark Clydesdale is the Head of Strategic Consulting at Tap CXM and a customer-obsessed marketing strategist who turns messy data and competing P&Ls into clear, scalable personalisation. He’s best known for championing relevance and bringing a strategic perspective on the importance of relevance in personalisation. Having worked across sectors from telco and banking to retail and media, Mark bridges the gap between customer insight, decisioning, and real-world execution.


Chantelle Casey is a Senior Solutions Consultant at Tap CXM and a marketing operations and MarTech leader who builds the plumbing that makes personalisation work at scale. She specialises in unified customer views, decisioning, and “next-best-everything” logic. Currently, her focus is on supporting clients in transforming their business to best, optimising their customer experience, improving their agility, and developing better ways of working that are insight-driven and customer-focused.


Episode Resources:



This episode is brought to you by Tap CXM.


The CX Equation is handcrafted by our friends over at: fame.so.
]]> Tue, 25 Nov 2025 07:00:00 +0000 Tap CXM Tap CXM 1738 In today’s data-driven world, creativity is the true competitive differentiator and the cornerstone of next-level customer experiences. In this episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale sit down with Matt Broekhuizen, Head of Customer Engagement at VCCP, to explore how iconic brands like LEGO and Sainsbury’s blend tech, data, and creativity to create emotionally resonant customer experiences. Matt shares frameworks for aligning cross-functional teams, building human-centered CRM programmes, and utilising AI to enhance creative excellence, proving that the most successful CX strategies prioritise brand storytelling over technology. In today’s data-driven world, creativity is the true competitive differentiator and the cornerstone of next-level customer experiences. In this episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale sit down with Matt Broekhuizen, Head of Customer Engagement at VCCP, to explore how iconic brands like LEGO and Sainsbury’s blend tech, data, and creativity to create emotionally resonant customer experiences. Matt shares frameworks for aligning cross-functional teams, building human-centered CRM programmes, and utilising AI to enhance creative excellence, proving that the most successful CX strategies prioritise brand storytelling over technology. customer experience UK, CX strategy, UK loyalty programmes, creative customer engagement, CRM innovation UK, brand-led CX, data-driven marketing UK, UK retail loyalty, VCCP customer engagement, challenger brand strategy UK, personalisation trends UK, omnichannel experience UK, AI in customer experience, UK marketing technology, customer loyalty insights, CRM transformation UK, customer engagement strategy, UK consumer behaviour, creative CRM campaigns, loyalty and CRM UK No No EP1: Personalisation - The Secret to Customer Value https://podcasts.fame.so/e/58z7wk1n-ep1-personalisation-the-secret-to-customer-value EP1: Personalisation - The Secret to Customer Value 0 No No 81zn3xw1 Today, personalisation has become a buzzword that’s thrown around frequently in marketing circles. But what does meaningful personalisation really look like, and how can businesses deliver it at scale? In this inaugural episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale dive deep into the evolution of personalisation and provide actionable insights for businesses looking to move beyond surface-level customisation. Today, personalisation has become a buzzword that’s thrown around frequently in marketing circles. But what does meaningful personalisation really look like, and how can businesses deliver it at scale? In this inaugural episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale dive deep into the evolution of personalisation and provide actionable insights for businesses looking to move beyond surface-level customisation.

What You’ll Learn:

  • Why personalisation goes beyond adding first names to emails and how to focus on true relevance
  • How to overcome common personalisation barriers
    Why customer expectations are being set by best-in-class experiences across all industries
  • The essential foundation of customer understanding before implementing personalisation tech
    How to balance personalisation with privacy to build trust rather than break it
  • Why modern MarTech platforms offer more personalisation capabilities than most businesses utilise


Mark is the Head of Strategic Consulting at Tap CXM and a customer-obsessed marketing strategist who turns messy data and competing P&Ls into clear, scalable personalisation. He’s best known for championing relevance and bringing a strategic perspective on the importance of relevance in personalisation. Having worked across sectors from telco and banking to retail and media, Mark bridges the gap between customer insight, decisioning, and real-world execution.


Chantelle is a Senior Solutions Consultant at Tap CXM and a marketing operations and MarTech leader who builds the plumbing that makes personalisation work at scale. She specialises in unified customer views, decisioning, and “next-best-everything” logic. Currently, her focus is on supporting clients in transforming their business to best, optimising their customer experience, improving their agility, and developing better ways of working that are insight-driven and customer-focused.


Episode Resources:



This episode is brought to you by Tap CXM.


The CX Equation is handcrafted by our friends over at: fame.so.
]]> Tue, 28 Oct 2025 07:00:00 +0000 Tap CXM Tap CXM 1653 Today, personalisation has become a buzzword that’s thrown around frequently in marketing circles. But what does meaningful personalisation really look like, and how can businesses deliver it at scale? In this inaugural episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale dive deep into the evolution of personalisation and provide actionable insights for businesses looking to move beyond surface-level customisation. Today, personalisation has become a buzzword that’s thrown around frequently in marketing circles. But what does meaningful personalisation really look like, and how can businesses deliver it at scale? In this inaugural episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale dive deep into the evolution of personalisation and provide actionable insights for businesses looking to move beyond surface-level customisation. customer experience journey, cx, customer experience platform, customer experience management platform, customers experience, retail customer experience, customer experience services, guide cx, customer experience management, improving customer experience, customer experience strategy, customer, customer service, crm, customer relationship manager, customer relationship management system, customer relationship management software, client relationship management, customer support software, client, Tap CXM, Mark Clydesdale, Chantelle Casey No No Welcome to The CX Equation https://podcasts.fame.so/e/lnqw15xn-welcome-to-the-cx-equation Welcome to The CX Equation 0 No No 81nvp391 The CX Equation brings you unfiltered conversations on enterprise CX. From CRM to loyalty, hosts Chantelle and Mark uncover what’s really working — and what’s not — in customer experience transformation. Customer experience is complex, but it doesn’t have to be confusing.

The CX Equation dives into the real stories and real results shaping CX transformation in enterprise organisations. Each week, hosts Chantelle and Mark cut through surface-level talk and bring you honest conversations with clients, consultants, and technology leaders. Together, they explore what works, what doesn’t, and what it really takes to deliver loyalty, retention, and growth at scale.

Expect:
  • Candid lessons from enterprise leaders driving CX change
  • A straight-up look at tech investments — worth it or wasted?
  • Behind-the-scenes stories of embedded partnerships in action
  • Honest confessions about what failed (and why)
  • Practical takeaways you can use immediately

No fluff. No hype. Just grounded insights you can trust.

🎧 The CX Equation is your seat at the table for high-stakes decisions, breakthrough strategies, and the human dynamics that define customer experience in the enterprise world.


Resources:
This episode is brought to you by Tap CXM.


The CX Equation is handcrafted by our friends over at: fame.so.
]]> Thu, 23 Oct 2025 07:00:00 +0000 Tap CXM Tap CXM 24 The CX Equation brings you unfiltered conversations on enterprise CX. From CRM to loyalty, hosts Chantelle and Mark uncover what’s really working — and what’s not — in customer experience transformation. The CX Equation brings you unfiltered conversations on enterprise CX. From CRM to loyalty, hosts Chantelle and Mark uncover what’s really working — and what’s not — in customer experience transformation. Here’s your list combined with spaces and commas: customer experience journey, cx, customer experience platform, customer experience management platform, customers experience, retail customer experience, customer experience services, guide cx, customer experience management, improving customer experience, customer experience strategy, customer, customer service, crm, custoemr relationship manager, customer relationship management system, customer relationship management software, client relationship management, customer support software, client No No