Narrative as a North Star for CX and Culture

Customer experience is shaped less by campaigns and more by daily behavior.In this episode, Matt Egol sits down with Gijs Brecht Fijn, Founder and CEO of Lemon Scented Tea, to explore how organizations move from brand messaging to cultural brand transformation.They examine the difference between marketing-led repositioning and leadership-led behavioral change. The central premise is clear: the promise made to customers must be delivered through employee experience, shared narrative, and consistent leadership action.The discussion explores:Building a unifying narrative that aligns internal and external strategyTranslating brand values into observable behaviorsDesigning airport and hospitality environments that embody CX strategyThe role of emotion in shaping loyalty and trustAI as a complementary force that supports creativity and human connectionThe episode offers a grounded perspective for leaders seeking coherence across strategy, culture, and execution.Listen on Spotify. https://open.spotify.com/show/2OKVpTrPgHPnSw2WeZWJpM?si=-1nDvG10QuGSnoxYfsRmUQ