The CX Quantum Leap

Zanna van der Aa

Based on her PhD in CX and her 25+ years of experience driving CX transformation programs globally, dr. Zanna van der Aa explains the core concepts of Customer Experience transformation, navigating you through the sense and nonsense, sharing do's and don'ts, lessons learnt and successful, inspiring interventions.She combines her scientific background with a very no-nonsense, pragmatic, energizing approach that you can apply immediately in your day-to-day work. Always connecting it to her vision of creating more Human Centric organisations by focusing on the three pillars of successful CX transformation: customers, employees and purpose.

  1. MAY 7

    Zanna & Miranda - The leadership behaviors | EPS #64

    This is part of our Leadership Behavior Series, where we're diving deeper into some of the 21 behaviors from my new book on human-centric CX transformation: Once You See It. In this episode, Miranda and I talk about something that fuels every transformation from the inside out: bringing the energy. And I don't just mean being loud or high-octane about it. I mean knowing your energy — what drives you, what your authentic leadership DNA looks like — and then channeling that into mobilizing an entire organization to go on the journey with you. Because here's the thing: too many employees walk into work and put on their "corporate hat." The energy dies. The transformation stalls. And the leader wonders why nothing is sticking. Some things we cover: Why "bring the energy" is one of the last — and most important — behaviors in the bookThe two sides of energy: your personal purpose AND mobilizing the organizationWhy authentic energy matters more than high-energy performanceBalancing the hard (data, numbers) and soft (behaviors, culture) sides of transformationBeyond NPS: how to actually measure energy and behavior changeWhy the old "3-year roadmap" approach kills transformation momentumAdaptive transformation: learning and improving as you goLagging vs. leading indicators — and why most leaders are stuck in the middleHow to track transformation using employee stories + AIThree practical steps to start tomorrowWhat I love most about this conversation is how it connects energy to purpose. The leaders who are genuinely fueled by why the transformation matters — not just what needs to change — are the ones who create real momentum. Not through a campaign. Through conviction. Whether you're leading a company-wide transformation or trying to shift the culture in your own team, I hope this gives you permission to start with yourself first — and bring your version of the energy. NEW! Once You See It — Executive Guide to Human-Centric CX Transformation by Dr. Zanna van der Aa is out now! A unique combination of the CEO perspective and the CX transformation lead perspective — plus a dedicated chapter on the role of AI in experience. Accelerate in Experience Academy Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelera NEW! Once You See It - Executive Guide to Human-Centric CX Transformation by Dr. Zanna van der Aa is out now! It contains a unique combination of perspectives: the CEO perspective and the CX transformation lead perspective. And in between these two parts of the book, she also shares a chapter on the role of AI in experience. Accelerate in Experience Academy Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months. 🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online. 👉 Start your journey: https://academy.zannavanderaa.com/en More info?  LinkedIn -> https://www.linkedin.com/in/zannavdun/ YouTube -> https://www.youtube.com/@dr.zannavanderaa Website -> https://zannavanderaa.com/ Dutch version podcast -> https://beleving.buzzsprout.com

    26 min

  2. APR 29

    Richard Stark - The leadership behaviors series | EPS #63

    This is part of our Leadership Behavior Series, where we're diving deeper into some of the 21 behaviors from my new book on human-centric CX transformation: Once You See It. In this episode, Richard and I talk about something I think is absolutely foundational for any leader navigating transformation: understanding their context. And I don't just mean knowing your stakeholders or your org chart. I mean genuinely understanding the world through the eyes of the people around you — their pressures, their competing tensions, and the invisible forces pulling them away from the change you're trying to create together. Richard brings such a rich perspective here — from the neuroscience of fight-or-flight to the three levels of adult development to the art of holding polarities. What strikes me most is how he connects the inner work of leadership to the outer results. You can't truly understand someone else's context if you haven't learned to manage your own. Some things we cover: Why empathy isn't about putting yourself in someone else's shoes — and what to do insteadHow imposter syndrome in new CEOs can actually be a leadership assetThe danger of overconfidence — and how to stay humble as your results improvePolarities: why the best leaders hold "both/and" instead of "either/or"Why stress and fight-or-flight make you a smaller version of yourselfThe three levels of adult development — and the leap every transformation leader must makeViktor Frankl and the power of the pause: choosing your response under pressureOne practical tip to become more present, starting tomorrowWhat I love most about this conversation is how Richard connects self-regulation to empathy. You simply cannot understand someone else's context if you're running on autopilot. The leaders who've done the inner work — who've processed their own adversity, who've learned to notice their triggers — are the ones who create genuine psychological safety around them. Not through a workshop. Through their presence. Whether you're a CEO navigating a major transformation or a leader who just wants to show up more fully for the people around you, I hope this gives you one small thing to try — and a reminder that slowing down is often the most powerful move you can make. Timestamps (00:00) – Introduction: Understanding Their Context (01:43) – Why empathy ≠ putting yourself in someone else's NEW! Once You See It - Executive Guide to Human-Centric CX Transformation by Dr. Zanna van der Aa is out now! It contains a unique combination of perspectives: the CEO perspective and the CX transformation lead perspective. And in between these two parts of the book, she also shares a chapter on the role of AI in experience. Accelerate in Experience Academy Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months. 🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online. 👉 Start your journey: https://academy.zannavanderaa.com/en More info?  LinkedIn -> https://www.linkedin.com/in/zannavdun/ YouTube -> https://www.youtube.com/@dr.zannavanderaa Website -> https://zannavanderaa.com/ Dutch version podcast -> https://beleving.buzzsprout.com

    38 min

  3. APR 23

    Joana - The leadership behaviors series | EPS #62

    This is part of our Leadership Behavior Series, where we're diving deeper into some of the 21 behaviors from my new book on human-centric CX transformation: Once You See It. In this episode, Joanna and I talk about something that I think is genuinely changing the way the best organisations approach change: adaptive transformation. And I know what you might be thinking — we already have a roadmap, we already have a plan. But here's the thing: do you want to lead transformation based on a fixed plan, or based on what's actually happening? We explore why the traditional three-year roadmap so often runs out of steam, and what it looks like to transform in a way that can actually keep up with the world. Joanna brings such a rich perspective here — from her work on adaptive thinking to her research on divergent and convergent problem solving.  Some things we cover: Why there's no cookie-cutter model for transformation — and why that's actually a good thingThe three things adaptive organisations do differently: sense, respond, and redesignHow to build a genuine sensing capability (hint: it's not just about data)The yin and yang of divergent and convergent thinking — and how to use both at the right momentWhy a certain percentage of failure is actually a sign your organisation is healthyPractical first steps for leaders who want to become more adaptive tomorrow What I love most about this conversation is the honesty around the hard parts. The mindset shift. The pressure of quarterly results. The leadership changes that can unravel years of progress. We don't skip over those — because that's where transformation either lives or dies. Whether you're a CEO trying to get your organisation unstuck, or a transformation lead looking for a smarter way to drive change, I hope this gives you something concrete to take into next week. Timestamps (00:00) – Introduction: Why Adaptive Transformation? (01:39) – The Problem With the Three-Year Roadmap (05:46) – What Adaptive Transformation Actually Means (09:18) – Sensing Change: Data, Human Signals, and AI (14:52) – Divergent and Convergent Thinking: The Yin and Yang of Problem Solving (16:23) – The USAA Example: Making Adaptive Thinking Everyone's Job (19:45) – Codiwomp: Traveling Purposefully Toward a Vague Destination (22:18) – Concentric Circles: How Real Transf NEW! Once You See It - Executive Guide to Human-Centric CX Transformation by Dr. Zanna van der Aa is out now! It contains a unique combination of perspectives: the CEO perspective and the CX transformation lead perspective. And in between these two parts of the book, she also shares a chapter on the role of AI in experience. Accelerate in Experience Academy Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months. 🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online. 👉 Start your journey: https://academy.zannavanderaa.com/en More info?  LinkedIn -> https://www.linkedin.com/in/zannavdun/ YouTube -> https://www.youtube.com/@dr.zannavanderaa Website -> https://zannavanderaa.com/ Dutch version podcast -> https://beleving.buzzsprout.com

    40 min

  4. MAR 25

    Richard Stark - The leadership behaviors series | EPS #61

    This is part of our Leadership Behavior Series, where we're diving deeper into some of the 21 behaviors from my new book on human-centric CX transformation: Once You See It. In this episode, Richard and I talk about something that I think is really foundational for leaders: embracing your courage. And I don't mean the loud, heroic kind. I mean the quiet, daily kind — the kind that asks you: am I taking the easy path, or the right one? Because here's the thing: courage is twofold. There's the courage to stand for what you believe in, especially when the short-term pressure is on and the world is pulling you somewhere else. And then there's the courage of vulnerability — of leading without all the answers in a world that's more uncertain than ever. Both matter. Both are hard. And both are worth talking about. Some things we cover: Why courage is the real foundation underneath every leadership behaviourThe two directions of courage — standing firm AND leading with vulnerabilityWhy facing your own patterns is the biggest leadership assignment of allThe difference between performing leadership behaviours and truly embodying themThe noble warrior concept: how to lead with drive and purpose without losing your humanityWhy resistance to change is often grief in disguise — and what to do with thatHow to name your core fears and choose not to be blocked by themI think what I love most about this conversation is how Richard connects courage to compassion. The leaders who've truly integrated their own adversity are the ones who create the most genuine psychological safety around them. Not through a workshop. Through their humanity. Whether you're a CEO leading a major transformation or just someone who wants to show up more fully, I hope this gives you permission to feel the fear — and go anyway. Timestamps  (00:00) – Introduction & why courage is the foundation of leadership  (01:49) – The two directions of courage: standing firm and leading with vulnerability  (07:30) – The inward journey: facing your own patterns (09:04) – From human doings back to human beings  (18:53) – Doing it vs. living it: performing vs. embodying leadership  (20:24) – The noble warrior: drive, purpose, and humanity combined  (24:32) – Holding courage when you meet resistance  (29:02) – The authenticity trap  (30:58) – What blocks most leaders: three levels of adult NEW! Once You See It - Executive Guide to Human-Centric CX Transformation by Dr. Zanna van der Aa is out now! It contains a unique combination of perspectives: the CEO perspective and the CX transformation lead perspective. And in between these two parts of the book, she also shares a chapter on the role of AI in experience. Accelerate in Experience Academy Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months. 🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online. 👉 Start your journey: https://academy.zannavanderaa.com/en More info?  LinkedIn -> https://www.linkedin.com/in/zannavdun/ YouTube -> https://www.youtube.com/@dr.zannavanderaa Website -> https://zannavanderaa.com/ Dutch version podcast -> https://beleving.buzzsprout.com

    46 min

  5. JAN 22

    Create a reflection rhythm - The leadership behaviors series | EPS #60

    This is part 1 of our Leadership Behavior Series, where we're diving deeper into some of the 21 behaviors from my new book on human-centric CX transformation: Once You See It. In this episode, Miranda and I talk about something that I think is really crucial for leaders: creating a reflection rhythm. And I know, I know, your calendar is probably back to back with meetings. Trust me, I get it. But here's the thing: do you want to lead transformation based on your calendar, or based on your values? We explore why reflection matters, not just on a personal level, but also when you're running transformation. I share my own journey with reflection, from my leadership development program to how I've learned to design my calendar with thinking space including my monthly week at ‘Egmond aan Zee’. Some things we cover: Why standing still regularly helps you be the leader you want to beHow I learned to recognize patterns faster (from a week later, to hours later, to before I even send that email)The business case for reflection (spoiler: 15 minutes a day can boost performance by 23%)Practical tips for creating reflection rhythms, both personally and with your leadership teamWhy authenticity and being present really matter when you're leading transformationI think what I love most about this conversation is how we talk about integrity, not as this perfect state, but as something you can restore. We're human, we make mistakes, but how you handle that really tells people something about your values. Whether you're a CEO or just someone who wants to lead with more intention, I hope this gives you some space to think about your own reflection rhythm. Timestamps (00:00) – Introduction to the Behavior Series (01:09) – Why Reflection Matters for Leaders (02:15) – Leading From Values vs. Leading From Your Calendar (02:58) – Discovering the Power of Reflection (Personal Journey) (04:39) – Becoming Aware of Patterns and Their Impact (06:03) – The Benefits of Reflection: Awareness, Choice, and Growth (08:17) – Creating Space: Reflection, Creativity, and Thinking Time (11:47) – Reflection, Integrity, and Leading Transformation (15:42) – Practical Reflection Habits for Leaders and Teams (18:35) – Reflection in Teams and Transformation Journeys NEW! Once You See It - Executive Guide to Human-Centric CX Transformation by Dr. Zanna van der Aa is out now! It contains a unique combination of perspectives: the CEO perspective and the CX transformation lead perspective. And in between these two parts of the book, she also shares a chapter on the role of AI in experience. Accelerate in Experience Academy Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months. 🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online. 👉 Start your journey: https://academy.zannavanderaa.com/en More info?  LinkedIn -> https://www.linkedin.com/in/zannavdun/ YouTube -> https://www.youtube.com/@dr.zannavanderaa Website -> https://zannavanderaa.com/ Dutch version podcast -> https://beleving.buzzsprout.com

    26 min

  6. 11/27/2025

    The CEO’s Guide to Human-Centric Transformation – Once You See It | EPS #59

    Most CEOs agree Customer Experience drives business results. But few know how to make it work beyond the buzzwords. In this episode, Dr. Zanna van der Aa shares the CEO án CX transformation lead perspective of her new book Once You See It — a practical guide for leaders who want to make human-centric transformation measurable, scalable, and real. You’ll learn: Why 4 out of 5 CX programs fail — and how CEOs can prevent itThe three-layered model to ignite, scale, and inspire transformationHow to move from product-centric to human-centric systemsWhat 21 leadership behaviors create lasting changeWhy compassion, courage, and reflection are the CEO’s most underestimated transformation toolsZanna shows that CX isn’t a marketing initiative — it’s a strategic way to drive performance, culture, and purpose. Once you see it, you can’t unsee it. Check out: zannavanderaa.com/onceyouseeit  And watch the video podcast Once You See It here.  About Dr. Zanna van der Aa: 25 years in CX Transformation | PhD in Customer Experience | Author of Once You See It | 250+ transformations across 25 countries | Worked with Randstad, Egon Zehnder, Allianz #CEOLeadership #CustomerExperience #CXTransformation #HumanCentricLeadership #OnceYouSeeIt #SystemicChange #BusinessStrategy NEW! Once You See It - Executive Guide to Human-Centric CX Transformation by Dr. Zanna van der Aa is out now! It contains a unique combination of perspectives: the CEO perspective and the CX transformation lead perspective. And in between these two parts of the book, she also shares a chapter on the role of AI in experience. Accelerate in Experience Academy Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months. 🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online. 👉 Start your journey: https://academy.zannavanderaa.com/en More info?  LinkedIn -> https://www.linkedin.com/in/zannavdun/ YouTube -> https://www.youtube.com/@dr.zannavanderaa Website -> https://zannavanderaa.com/ Dutch version podcast -> https://beleving.buzzsprout.com

    38 min

  7. 10/29/2025

    AI and CX: Demystifying 5 Beliefs | EPS #58

    AI is transforming business, but not always in the right direction. In CX, it’s easy to get lost in the hype. Tools that automate workflows are suddenly called “AI,” and efficiency becomes more important than experience. This episode demystifies the five biggest myths about AI in Customer Experience—and shows how leaders can use AI to enhance the human experience instead of replacing it. What you’ll learn: Why workflow automation ≠ AI—and why 90% of your business issues can be solved with the right IT basicsWhy “AI is moving fast” is true for startups, but not for corporate systems with legacy ITWhy efficiency alone kills experience—and what design principles create a real win-win for business and peopleWhy customer needs haven’t changed in 100 years (but the context has)Why removing friction isn’t enough—human connection drives satisfaction, not speedThe real power of AI? To give people time back for what matters most: purpose-driven work, meaningful connections, and human flourishing. For the video podcast 'AI and CX: Demystifying 5 Beliefs' click this link. About Dr. Zanna van der Aa: 25+ years in CX transformation | PhD in Customer Experience | Author of “Once You See It” | 250+ transformations across 25 countries | Worked with Randstad, Egon Zehnder, Allianz #CustomerExperience #CXTransformation #AI #HumanCentricLeadership #DigitalTransformation #SystemicChange NEW! Once You See It - Executive Guide to Human-Centric CX Transformation by Dr. Zanna van der Aa is out now! It contains a unique combination of perspectives: the CEO perspective and the CX transformation lead perspective. And in between these two parts of the book, she also shares a chapter on the role of AI in experience. Accelerate in Experience Academy Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months. 🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online. 👉 Start your journey: https://academy.zannavanderaa.com/en More info?  LinkedIn -> https://www.linkedin.com/in/zannavdun/ YouTube -> https://www.youtube.com/@dr.zannavanderaa Website -> https://zannavanderaa.com/ Dutch version podcast -> https://beleving.buzzsprout.com

    24 min

  8. 09/05/2025

    How to Activate Leadership to Embrace the Customer Perspective | EPS #57

    Many CX teams struggle with getting leaders to actively contribute to customer experience transformation. While most leaders say they support CX initiatives, translating that into meaningful action is often the real challenge. In this episode, we explore a proven 3-step framework for leadership activation: 1. Understand Their Needs - Move beyond generic approaches by having deep one-on-one conversations with leaders to understand their specific context, challenges, and daily rhythms. 2. Monthly Check-ins - Create sustainable accountability through regular touchpoints that focus on reflection and learning, not punishment. 3. Quarterly Reflection - Facilitate both individual and group reflection sessions to accelerate learning and peer support. We discuss why investing time in understanding each leader's unique situation pays dividends, how to make customer centricity tangible through specific habits and exercises, and why the timing of leadership activation is crucial for transformation success. Key insights include the critical importance of middle management in CX success, practical techniques for making abstract concepts concrete, and why reflection is fundamental to any meaningful organizational change. This episode is essential listening for CX professionals, transformation leaders, and managers looking to drive authentic customer-centric culture change throughout their organization. NEW! Once You See It - Executive Guide to Human-Centric CX Transformation by Dr. Zanna van der Aa is out now! It contains a unique combination of perspectives: the CEO perspective and the CX transformation lead perspective. And in between these two parts of the book, she also shares a chapter on the role of AI in experience. Accelerate in Experience Academy Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months. 🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online. 👉 Start your journey: https://academy.zannavanderaa.com/en More info?  LinkedIn -> https://www.linkedin.com/in/zannavdun/ YouTube -> https://www.youtube.com/@dr.zannavanderaa Website -> https://zannavanderaa.com/ Dutch version podcast -> https://beleving.buzzsprout.com

    26 min
See All (64)

About

Based on her PhD in CX and her 25+ years of experience driving CX transformation programs globally, dr. Zanna van der Aa explains the core concepts of Customer Experience transformation, navigating you through the sense and nonsense, sharing do's and don'ts, lessons learnt and successful, inspiring interventions.She combines her scientific background with a very no-nonsense, pragmatic, energizing approach that you can apply immediately in your day-to-day work. Always connecting it to her vision of creating more Human Centric organisations by focusing on the three pillars of successful CX transformation: customers, employees and purpose.

Information

  • Creator
    Zanna van der Aa
  • Years Active
    2020 - 2026
  • Episodes
    64
  • Rating
    Explicit
  • Copyright
    © 2026 The CX Quantum Leap
  • Show Website
    The CX Quantum Leap