The Experience Perspective: An Ipsos Podcast

Ipsos
  • 3.7 (3)
  • Marketing

Join us as we dive deep into the world of CX and Channel Performance with industry experts and practitioners. Each episode of The Experience Perspective offers practical advice and insights for measuring, managing, and designing exceptional customer experiences. Whether you're in mystery shopping, channel optimisation, or passionate about understanding customer journeys, this podcast is your go-to resource for driving business success through customer-centricity. Subscribe now and elevate your game! Questions/Comments: ExperiencePerspective@Ipsos.com www.ipsos.com

  1. 6d ago

    Season 10, Episode 1: Making Banking More Human How TD Bank is Using CX to Differentiate Through Empathy, Simplicity and AI

    In this episode of The Experience Perspective, host Helen Bywater-Smith, Global Head of CX Advisory at Ipsos, is joined by Andrea Marsales, Associate Vice President, Client Experience Practices at TD Bank, and Mario Caceres, Client Partner at Ipsos Canada, for a conversation on the evolving role of customer experience in financial services. As competitive pressures grow, in a challenging context and digital-first challengers reshape customer expectations, Andrea shares how TD Bank is pursuing its ambition to become the “undisputed leader” in customer experience. The discussion explores the bank's shift to journey-led thinking, the importance of understanding customers' life moments rather than products and channels, and how TD is bringing its brand promise of being “Remarkably Human, Refreshingly Simple” to life. Together, Helen, Andrea and Mario discuss the growing importance of emotional connection, the balance between AI and human interaction, and why the future of banking will belong to organisations that combine technology, trust and empathy to help customers navigate an increasingly complex world. A must-listen for CX leaders looking to create meaningful differentiation through experience.

  2. Jun 18

    Season 9, Episode 10: The Neuroscience of Scent in Experience Design

    In this episode, host Helen Bywater-Smith sits down with two leading experts to explore an underutilized yet deeply powerful sensory touchpoint: scent. • Dan Terry Jacobson, Founder of Oola Lab, a craft neuroscent studio that designs fragrances to influence mood, cognition, and emotional balance. • Annamaria Foldes, Head of Mystery Shopping and MSU at Ipsos Switzerland, an expert in retail and luxury execution. Together, they unpack the fascinating science behind olfaction, revealing how bypassing the rational brain to trigger immediate emotional connections can dramatically improve advocacy, satisfaction, and your Return on CX Investment. What You’ll Learn in This Episode: • The Neuroscience of Memory & Emotion: Discover why humans process scent directly within the limbic system, allowing us to recall sensory memories from early childhood with vivid, mouth-watering clarity. • Sensory Branding in Action: Go behind the scenes of real-world experience scripts, including translating Singapore's "Garden City" identity into a signature orchid scent for Changi Airport, using fragrance to truncate the perceived travel time for public transit commuters, and crafting intentionally terrifying aromas for Universal Studios' Halloween Horror Nights. • Elevating Healthcare, Retail, and the Workplace: Learn how sectors are shifting from clinical sanitisation to holistic wellness; such as how a private hospital successfully utilized outdoor fragrance profiles to transition its brand image from a clinical space to a restorative, hotel-like environment. "When it’s designed well, scent doesn’t shout. It becomes a natural part of the experience, of the environment. And it becomes a brand asset." — Dan Terry Jacobson Whether you are a customer experience professional, an employee experience leader, or a retail design expert, this episode offers vital insights into creating authentic, collaborative, and human-centric spaces that resonate on a biological level.

  3. May 8

    Season 9, Episode 9: From Measuring Engagement to Driving Impact: Rethinking Employee Listening

    Join Bhavna Sawnani in conversation with James Tarbit, Ipsos’ Global Head of Employee Experience, as they explore how organisations can elevate their employee listening strategies and move beyond simply measuring engagement. James reflects on how listening has evolved from the traditional annual engagement survey into a broader ecosystem of pulse surveys, lifecycle listening, always-on feedback, passive listening, people analytics and conversational AI. Together, they discuss why the annual census still has a role to play, but why organisations need to be more intentional about matching their listening approach to their maturity, decision-making cadence and ability to act. The conversation explores the shift from listening as a measurement exercise to listening as a strategic business capability. James shares why the greatest value comes when organisations connect employee experience data to customer, operational and commercial outcomes, and why listening should start with the question: “What decision are we trying to make?” They also unpack the future of employee listening, including lifecycle listening, AI-enabled insights, synthetic personas, passive signals and the growing importance of testing, experimentation and evidence-based practice in HR. Key takeaways from the episode: - Listening is not the goal, action and improvement are the goal. - More frequent listening only creates value when organisations have the capability to respond. - The biggest risk is not survey fatigue, but inaction fatigue. - Employee listening should be linked to business priorities, customer outcomes and workforce planning. - AI and synthetic personas could help organisations test messages and interventions before rolling them out more widely. This episode offers practical advice for anyone looking to build a more mature, strategic and impact-led employee listening programme.

  4. Apr 23

    Season 9, Episode 8: Designed for Insight: Blueprints for Mystery Shopping

    In this enlightening podcast episode join host Rob Rose as he talks with Andrew Firth, Head of Advisory and Analytics at Ipsos Channel Performance UK, to delve into the critical elements to consider when designing an effective mystery shopping programme. The conversation emphasises the importance of starting with clear business objectives to create questionnaires that yield actionable insights, and frames how mystery shopping uniquely excels in providing objective assessments of store and employee performance. With this type of data being well suited to comparisons alongside other commercial metrics, Andy explores the other key considerations, from how to develop robust sample sizes through to the importance of meticulous shopper preparation - all outlining how elements such as these contribute to reliable and impactful mystery shopping outcomes.

  5. Apr 16

    Season 9, Episode 7: ESG and Customer Experience: Why It Matters More Than Ever

    In this thought-provoking episode of The Experience Perspective, host Helen Bywater-Smith sits down with Sue Phillips, Ipsos's Global Lead for ESG, and James Bland, Commercial Director for Travel, Hospitality and Leisure, to explore the critical intersection of Environmental, Social and Governance (ESG) principles and customer experience. Why ESG Matters for CX Despite headlines suggesting companies are retreating from sustainability commitments, the reality tells a different story: 87% of companies actually increased their ESG investment in 2025. Meanwhile, 78% of customers agree we're heading toward environmental disaster without rapid change. The challenge? Customers feel overwhelmed and expect brands to take the lead. This creates a powerful opportunity for CX leaders to differentiate through meaningful ESG integration that enhances, rather than compromises, the customer experience. Three Key Insights 1.Mind the Say-Do Gap While public ESG communication has quietened, private action continues. But be aware: if you promise sustainable practices, you must deliver consistently. Misaligned frontline incentives can break promises and erode trust through cognitive dissonance. 2.ESG is the Tiebreaker That Pays Sustainability won't override core experience factors, but it decides close calls. Research shows that customers, particularly those in luxury tiers, will pay up to 30% more for genuinely sustainable experiences. And the Ipsos CX Force "Belonging”, doing good for people, society, and planet, directly drives advocacy and retention. 3.Shift From Morality to Materiality Move beyond "it's the right thing to do" to "it's a business imperative." Frame sustainability around customer benefits, adopt a service mindset "we'll do it for you" beats "you should do it", and remember: even climate sceptics adopt sustainable behaviours when they save money. On the podcast we discussed our CX paper on ESG https://www.ipsos.com/en-uk/embedding-esg-experience If you’d like to reach out and discuss how Ipsos can help to connect your CX strategy with ESG goals, reach out to Helen, Sue and James.

  6. Apr 2

    Season 9, Episode 6: Ipsos Global Voices of Experience

    Join Helen Bywater-Smith, Global Head of CX Advisory, Francisco Acuña, Head of CX in Latin America, Maura Howley, Senior Vice President, CX & EX in North America and Cyrille Dagorn, CX Service Line Leader, Ipsos BVA in France as they delve into the exclusive insights from our recent Global Voices survey. Where only 57% of organisations report consistently delivering customer experiences aligned with their brand promise. They explore the shifting landscape of customer and employee experience (CX & EX) and discover how well you’re keeping pace in a rapidly evolving world. What’s Inside This Episode: • Fresh Insights: Uncover the newest trends and changes in experience priorities from our extensive global research. • Global Perspectives: Gain insights from our Ipsos experts in France, Latin America, and the US as they share regional differences and common global themes. Whether you’re addressing employee experience challenges, refining customer journeys, or simply seeking an understanding of the current and future experience landscape, this podcast episode provides actionable insights. 'Want to check out some additional insights from our Global Voices of Experience 2026 survey?' Download the survey report: What keeps CX and EX leaders up at night? | Ipsos

  7. Mar 11

    Season 9, Episode 4 Women's Health at Work, Breaking the Stigma

    Join ⁠Bhavna Sawnani⁠ in conversation with ⁠Hannah Short⁠, Inclusion and Diversity Manager at Leeds Building Society in the UK and ⁠Grace Tong⁠, Vice President and Equity, Diversity and Inclusion Lead at Ipsos Canada, as they explore why women's health is becoming impossible for organisations to ignore. Menstruation, menopause, fertility, pregnancy loss, experiences that shape how women navigate work, yet are rarely discussed openly. Grace and Hannah share the personal moments that sparked their advocacy, and why silence comes at a cost. They discuss what it really takes to move from awareness to action, the cultural barriers that persist, and one bold initiative that gave male leaders a taste of what many women experience daily. Hannah also shares how Leeds Building Society is putting policy into practise, from tailored support and resources to creating a culture where colleagues feel genuinely seen and supported at every life stage. The conversation touches on allyship, intersectionality, and the role of data in driving meaningful change, along with honest reflections on pushback, progress, and what's still left to do. This episode offers candid insights and a compelling case for why listening to women's health experiences isn't just the right thing to do, it's essential for building workplaces where everyone can thrive.

  8. Feb 19

    Season 9, Episode 3: The Advocacy Ripple Effect

    In today's fast-paced and competitive business environment, the ability to excel in customer experience is not merely a choice but a necessity for sustainable success. The latest episode of the Ipsos Experience Perspective Podcast provides an in-depth exploration of cutting-edge strategies and insights centred around the role of customer advocacy as a key driver in the acquisition of new customers. Host Helen Bywater-Smith chats to Lorraine Rough and Jean Francois Damais about the recent R&D and paper they have authored “Advocacy Ripple Effect” which found: - Emotionally connected customers recommend brands 4x more often - Recommendations directly influence 1 in 3 new customer acquisitions - Referred customers have a higher lifetime value and refer more new business The podcast redefines the scope of Customer Experience (CX) by emphasising its crucial position not only in retaining existing customers but also in creating advocate-driven growth. CX leaders will benefit from understanding how to leverage moments of service recovery and effective onboarding to foster moments of loyalty and advocacy. Listen to the full episode and embark on a journey to reshape your customer experience initiatives into a catalyst for growth.

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3.7
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Join us as we dive deep into the world of CX and Channel Performance with industry experts and practitioners. Each episode of The Experience Perspective offers practical advice and insights for measuring, managing, and designing exceptional customer experiences. Whether you're in mystery shopping, channel optimisation, or passionate about understanding customer journeys, this podcast is your go-to resource for driving business success through customer-centricity. Subscribe now and elevate your game! Questions/Comments: ExperiencePerspective@Ipsos.com www.ipsos.com

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