CX Real Talk

Mark Johnson
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  • Marketing

CX Real Talk is about bringing together experience practitioners in Customer Experience to get deep on topics like Omnichannel Marketing, Customer Loyalty and more. Hosted by strategic consultant Mark Johnson, each episode presents an expert perspective, and gets into the down and dirty of applying it for your business.

Episodes

  1. 2d ago

    Personalisation with Empathy - ft Strategic Consultant Ellie Quacquarelli

    Does your personalisation make customers feel understood, or just stalked and exploited? Strategic consultant Ellie Quacquarelli joins me, Mark Johnson to discuss what personalisation with empathy really looks like. Ellie has consulted for brands including COS, Helly Hansen and New Look They explore three stages of the personalisation bell curve: learning what matters, responding to what you know, and recognising when it’s time to learn again. Part 1: Learn - when you don’t know them yet Start by showing customers what your brand stands for and listening to what resonates. We explore Mission Based Profiling, Progressive Profiling and the value exchange behind data capture: understanding what someone wants to achieve today without turning that answer into a permanent label. Part 2: Respond - when you know something useful Put that understanding to work through Guided Buying, post-purchase care and Real Time Triggers, including back-in-stock and price drop campaigns. We also discuss personalisation within everyday newsletters, using Design Hierarchy to balance the main message with individual relevance, and Pebbling - small gestures that show customers you’re thinking of them. Part 3: Relearn - when your understanding might be out of date Preferences change, shopping missions end and engagement fades. We question the familiar “we miss you, here’s 10% off” approach and explore how win-back and re-engagement can help brands discover what customers need now. Along the way, we discuss relevance in AI-powered inboxes, keeping a human in the loop as content generation scales, and why better personalisation can start with a conversation with your store staff or customer service team. Chapters 00:00 Coming up: personalisation with empathy 00:58 Meet Ellie: customer engagement and strategic consulting 02:54 What should personalisation feel like? 05:49 The personalisation bell curve: learning, relevance and ageing data 08:23 Part 1 Learn: getting to know your customer 10:44 Signup pop-ups and first impressions 13:26 Mission Based Profiling: what are they shopping for today? 14:41 The value exchange: putting customer answers to work 16:39 Progressive Profiling: learning more over time 18:52 When to ask for data and channel permissions 23:09 Part 2 Respond: using what you know to help 25:51 Post-purchase care without overwhelming customers 27:57 Real Time Triggers: relevance versus empathy 31:03 Personalisation at a template level 32:33 Pebbling: small gestures that build relationships 33:00 Design Hierarchy: balancing campaign and personalised content 34:52 Your email footer: be relevant or learn something new 35:30 Part 3 Relearn: is your customer data still relevant? 36:22 Win-back campaigns: beyond “we miss you” 39:16 Relevance in AI inboxes: wishlists and price drops 43:02 AI content generation: keeping a human in the loop 47:21 Practical takeaways: connecting your brand and your customer Watch CX Real Talk on YouTube, listen on Apple Podcasts, and follow Mark Johnson on LinkedIn for highlights and practical CX ideas.

    Personalisation with Empathy - ft Strategic Consultant Ellie Quacquarelli

  2. Oct 18

    Black Friday Email Marketing with No Surprises - ft Deliverability Expert Steve Henderson

    How do you make the most of Black Friday email marketing without creating problems for your inbox placement - or your customers? In the first episode of CX Real Talk, deliverability expert Steve Henderson joins host, strategic consultant Mark Johnson to explore what marketers should do before, during and after their biggest sales events. Steve’s guiding principle? Two words: no surprises. Drawing on almost a decade of working together, Mark and Steve discuss: Preparing your data, content and sending approach before volumes peak.Re-engaging inactive subscribers and knowing when to let them go.Why aggressive signup tactics and over-personalisation can undermine engagement.What AI inbox summaries and prioritisation could mean for your campaigns.Practical considerations around send times, resends and other channels.Giving customers a reason to stay after the discounts end.A candid conversation about the connection between deliverability, customer expectations and marketing strategy with practical ideas you can apply this Black Friday and beyond.

    Black Friday Email Marketing with No Surprises - ft Deliverability Expert Steve Henderson
  • 2 Episodes

About

CX Real Talk is about bringing together experience practitioners in Customer Experience to get deep on topics like Omnichannel Marketing, Customer Loyalty and more. Hosted by strategic consultant Mark Johnson, each episode presents an expert perspective, and gets into the down and dirty of applying it for your business.

Information

  • Creator
    Mark Johnson
  • Years Active
    2026
  • Episodes
    2
  • Rating
    Clean
  • Copyright
    © 2026 Mark Johnson
  • Show Website
    CX Real Talk