Ep.29 - CX is a function, VML’s Global Chief Experience Strategy Officer on Strategy and AI - Ben Geheb

In this episode of The Experience Edge, Jochem van der Veer sits down with Ben Geheb, Global Chief Experience Strategy Officer at VML, to unpack the challenges and misconceptions surrounding customer experience strategy today. From jargon pitfalls to the need for actionable journeys, Ben shares compelling insights on bridging the gap between customer-centric thinking and real-world business execution.The conversation includes strategic guidance on aligning CX with organizational goals, building rituals that sustain decision-making, and transforming CX from a reporting function into an accountable, outcome-driven practice. Whether discussing how to position CX teams within enterprise structures or the need to modernize tech stacks to support agile solutions, Ben brings a clear-eyed perspective on making CX impactful and resilient.Guest BioMy guest today is Ben Gehab, he is the Global Chief Experience Strategy Officer at VML, a leader in customer experience strategy, helping brands stay ahead in an era of shifting expectations. His insights have been featured in Harvard Business Review and VML’s Future Shopper 2024 report, shaping the conversation on digital transformation and consumer trends. With a passion for problem-solving, Ben specializes in aligning business goals with customer-centric innovation. Featured on podcasts like Human Centered, he explores the future of experience strategy - designing solutions that don’t just meet customer needs but anticipate themChapters00:00 Introduction and client names 01:47 Guest bio and professional intro 03:05 Overcoming jargon and redefining journeys 06:31 Good vs. bad CX initiatives 12:03 Moving from data to decision-making 15:49 Creating momentum and business buy-in 21:18 Building effective ceremonies and alignment 28:26 Infusing CX into agile and sprint cycles 31:04 Gaining influence through accountability 38:45 Ownership vs. influence in CX transformation 43:58 Misconceptions about customer-centricity 48:52 Quantifying CX value and measuring impact 56:24 Final thoughts on modernizing CX execution 59:27 Wrap-up and where to find Ben onlineFollow us:Jochem’s Profile - https://www.linkedin.com/in/jochemvanderveer/Ben's Profile - https://www.linkedin.com/in/ben-geheb-5b747245/