CX Signals

Samantha Murray & Courtney Sembler

CX Signals brings together the most influential voices in Customer Experience to share what’s working, what’s changing, and what’s next in digital CX. Co-hosted by Samantha Murray and Courtney Sembler, we create a space for honest conversations about what it really takes to lead CX functions in today's B2B SaaS landscape—beyond the polished LinkedIn posts and conference stages.

Episodes

  1. 2D AGO

    How Sendoso Is Building a Modern, Outcome-Driven Customer Education Program with Danielle Evans

    In this episode of CX Signals, we sit down with Danielle Evans, Director of Customer Education at Sendoso, to explore what it really takes to build a modern, outcome-driven customer education program. Danielle shares her journey from customer success into customer education, and how that foundation shaped her approach to scaling impact across the business. What stands out most isn’t just what she’s built, but how she thinks: strategically, creatively, and deeply aligned to business outcomes. We dig into how she’s expanding her role beyond customer education to include internal GTM enablement, why AI-powered voice of customer workflows are more practical than you think, and how she uses data to drive smarter decisions without a data science background. One of the standout moments? Danielle breaks down a coffee-themed gifting campaign that drove more certifications in a single month than the entire previous year — and how that momentum led to a major breakthrough: proving that accounts with a certified admin spend more than those without. That’s the kind of impact every customer education leader is chasing, and Danielle walks us through exactly how she got there. This conversation is equal parts strategic, tactical, and refreshingly real, with insights on: Scaling customer education beyond customersUsing AI to uncover actionable insights (not just save time)Turning voice of customer data into content strategyBuilding programs that directly influence revenueLeading with humanity in a fast-changing, AI-driven world If you’re in customer education, enablement, or CX, this episode will challenge how you think about your role and what’s possible. Chapters: 00:00 Introduction and Background 03:05 Career Journey into Customer Education 05:44 Current Role and Responsibilities 09:07 Championing Change in Customer Education 12:15 Leveraging AI in Customer Education 15:11 Voice of the Customer and Feedback Mechanisms 17:37 International Growth and Content Strategy 20:36 Engagement and Community Building 23:27 Conclusion and Future Outlook 28:59 The Power of Physical Gifting in Digital Relationships 32:06 Connecting Learning to Business Outcomes 35:57 Leveraging AI for Enhanced Learning Experiences 45:58 Human Connection in Leadership 52:22 Embracing Data for Educational Growth Follow Danielle Evans on LinkedIn: https://www.linkedin.com/in/daniellemevans/  Follow Samantha Murray on LinkedIn: https://www.linkedin.com/in/samantha-murray613/    Follow Courtney Sembler on LinkedIn: https://www.linkedin.com/in/courtney-sembler/

    54 min

  2. MAR 24

    Ep. 4: From Content Team to Scaled CX: Building Programs That Actually Move the Needle

    If you've spent any time in customer education, you already know his name. Adam Avramescu literally wrote the book on customer education — and then spent the better part of 15 years actually living it. He's built programs at Optimizely, Slack, and most recently Personio, where he scaled what started as a customer ed org into a full CX function. He's also the co-host of CELab. In this episode, Sam and Courtney sit down with Adam for an honest, energetic conversation about what it actually takes to lead CX at a senior level. They dig into how to connect your programs to real business outcomes — not just content output — and how and when to move from siloed functions to a unified digital experience. They also get into the org decisions that either expand your seat at the table or quietly shrink it, and what a pragmatic AI strategy actually looks like when you strip away the hype. Oh, and Adam drops some career news along the way. You'll want to stick around for that one. If you're ready to lead the next era of CX, this conversation was made for you. Follow Adam Avramescu on LinkedIn: https://www.linkedin.com/in/adam-avramescu/  Follow Samantha Murray on LinkedIn: https://www.linkedin.com/in/samantha-murray613/    Follow Courtney Sembler on LinkedIn: https://www.linkedin.com/in/courtney-sembler/  Chapters: 00:00 Introduction 02:40 The Shift to Scaled Customer Experience 05:16 Aligning Customer Education with Business Goals 07:17 Creating a Portfolio of Programs 10:25 Team Structure and Functionality 13:00 Conclusion and Future Directions 17:35 Aligning Customer Outcomes with Enablement Strategies 21:38 The Importance of Organizational Structure in Customer Education 24:08 Navigating Change: Lessons from Reorganization 28:46 The Balance of Scope and Focus in Leadership 32:17 Collaboration Across Teams for Customer-Centric Solutions 36:59 The Role of AI in Customer Education 46:47 Leveraging AI Effectively in Learning and Development 49:56 AI in Localization and Content Development 52:03 The Importance of Quality Content for AI 54:01 The Shift from SEO to Answer Engine Optimization 57:04 Navigating Career Transitions and Relevance 01:02:19 Looking Ahead: The Future of Customer Education and AI

    1h 12m
  3. Ep. 3: The Human Element AI Can't Replace: Building Genuine Customer Relationshps

    FEB 10

    Ep. 3: The Human Element AI Can't Replace: Building Genuine Customer Relationshps

    The conversation delves into the importance of customer obsession, human connection, and the challenges of internal communication within organizations. It explores the need for a customer-centric approach, the intersection of research and advocacy, and the impact of global access and AI on customer experiences. The discussion also emphasizes the significance of relationships, curiosity, and critical thinking in the context of deep research and the evolving role of AI. Additionally, it touches on the value of staying curious, connected, and engaged, while also highlighting the importance of environmentalism and the experiences of working parents. Takeaways Customer ObsessionHuman Connection Chapters 00:00 Introduction and Connection05:46 Challenges of Internal Communication12:14 Research and Advocacy18:08 Relationships and Curiosity23:59 Deep Research and Critical Thinking29:57 Environmentalism and Parenthood40:03 Conclusion and Farewell

    40 min
  4. Ep. 2: The Secret of Creating Communities that Feel Like a Third Place

    JAN 28

    Ep. 2: The Secret of Creating Communities that Feel Like a Third Place

    The conversation covers the transition to fractional work, the impact of AI on marketing, writing a book, emotional customer relationships, the role of social listening, strategic capability of social listening, customer experience and brand relationships, rebranding and customer engagement, building genuine communities, and the concept of the third place and community connection. The conversation delves into the importance of emotional connection in business, the challenges of building and selling emotional connection to the executive team, recognizing signals of disengagement, the role of AI in human connection, and the future of human connection in the age of AI. Key takeaways include the essential nature of emotional connection and the significance of silence as a signal of disengagement. Takeaways Genuine Community BuildingImpact of AI on Marketing Emotional connection is essentialSilence is a significant signal of disengagement Chapters 00:00 Introduction and Background05:58 Strategic Capability of Social Listening11:01 Rebranding and Customer Engagement17:49 The Third Place and Community Connection23:05 Building Emotional Connection in Business29:12 Recognizing Signals of Disengagement36:38 The Role of AI in Human Connection42:27 The Future of Human Connection in the Age of AI

    45 min
  5. Ep. 1: Why We're Launching CX Signals (And Why It Matters Now)

    JAN 27

    Ep. 1: Why We're Launching CX Signals (And Why It Matters Now)

    Customer education is having a main character moment—and most leaders have no idea what's coming. Sam and Courtney kick off CX Signals by breaking down their origin stories: how two support reps became the people scaling Academy programs at some of the biggest names in SaaS. From HubSpot to Shopify to Docebo, they've lived through the chaos of hypergrowth, org restructures, LMS migrations, global expansions, and the brutal reality of proving ROI when everyone's watching. Now? They're building the advisory firm that helps both sides of the ecosystem—vendors building the future of CX tech and the operators trying to make it all work.

    1h 14m
  • 5 Episodes

About

CX Signals brings together the most influential voices in Customer Experience to share what’s working, what’s changing, and what’s next in digital CX. Co-hosted by Samantha Murray and Courtney Sembler, we create a space for honest conversations about what it really takes to lead CX functions in today's B2B SaaS landscape—beyond the polished LinkedIn posts and conference stages.

Information

  • Creator
    Samantha Murray & Courtney Sembler
  • Years Active
    2K
  • Episodes
    5
  • Rating
    Explicit
  • Copyright
    © 2025 Samantha Murray & Courtney Sembler
  • Show Website
    CX Signals