How CX leaders combat brand fatigue by designing authentic customer experiences rooted in data, ethnography, and early customer involvement, and more. Interview by Chandni U April 9, 2025 of CXM Today with Jeofrey Bean, Customer Experience Advisor and Author of Next Generation Customer Experience: How Companies Like ServiceNow, Netflix and Intuit are Creating Next-Generation CX Now.
See the video interview here [16:06 mins]
Authentic customer experience requires early customer involvement, data-backed insights, and a focus on real-world use—not assumptions. Top CX brands build trust by delivering on promises, combining thick and big data, and designing holistically for advocacy, not just satisfaction.
Welcome to our CX Dialogues video series! https://cxmtoday.com/category/cx-dialogues/
In this episode, we sit down with Jeofrey Bean, CX Advisor and Author of Next Generation Customer Experience. He discusses how leading CX professionals combat brand fatigue by designing authentic experiences rooted in data, ethnography, and early customer involvement, and more.
“A journey map—or what I use, called a Customer Experience Evaluation Template—is only as good as the insight that feeds it. Too often, people start by creating the “picture” of a customer journey before they’ve gathered any meaningful data. Instead, you should first gather intelligence—quantitative and qualitative—about the customer’s actual experience across all touchpoints, from discovery to advocacy.”
He also makes a case for why satisfaction isn’t enough—and why simplicity still sells in a feature-packed world.
Top Insights:
Brand fatigue stems from over-promising and under-delivering, not from early engagement when done with intention and value.
Journey maps without customer intelligence are decorative at best; start with qualitative and quantitative CX insights before visualizing.
Blending data, interviews, ethnography, and internal feedback eliminates blind spots and reveals complete customer experiences.
See where you can get The Next Generation Customer Experience book. It is available internationally.
Questions or comments? Contact Jeof https://delmarresearch.com/contact/
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