The CX Breakroom

In this episode of The CX Breakroom (EMEA), host Kim Johal is joined by Michael Heath (Senior CRM & Fan Engagement Manager at TGR Haas F1 Team) and Zeljka Stiblik (Head of AI Product Solution Engineering at Infobip) to explore how fan engagement is evolving, and what it takes to build meaningful relationships at scale.At the heart of the conversation is a simple but powerful idea: fan loyalty doesn’t sustain itself. While sports organisations have traditionally relied on social media and one-way communication, today’s fans expect far more, personalised, real-time, two-way interactions that make them feel like part of the team.Drawing on real-world examples from Formula 1, the episode explores the growing gap between what fans expect and what many organisations still deliver. From the limitations of social-first strategies to the untapped potential of owned channels like messaging apps, Michael shares how teams are rethinking engagement to move beyond generic broadcasts and towards deeper, more emotional connections.The discussion also dives into how AI and conversational channels are reshaping the fan experience, from second-screen interactions during live events to always-on engagement that extends far beyond race day. With the majority of fans never attending a live event, the challenge, and opportunity, lies in recreating that sense of immersion digitally.Looking ahead, the episode explores a future powered by AI agents, hyper-personalisation, and predictive engagement, where fans don’t just consume content, they actively participate, interact, and build ongoing relationships with the teams they love.Whether you're in sport, media, or any industry with a passionate audience, this episode offers a compelling look at how to turn attention into connection, and connection into long-term loyalty.Chapters:00:00 – Welcome back: fan engagement beyond the sport itself01:15 – What fans really want: emotion, connection and belonging02:56 – The gap between fan expectations and current CX strategies04:41 – Why social-first engagement is no longer enough06:28 – Personalisation vs broadcast: what fans expect today08:36 – How Drive to Survive reshaped fan expectations10:49 – Engaging the 95%: reaching fans beyond the live event12:14 – Recreating live experiences through digital and AI14:43 – Second-screen behaviour and real-time engagement16:59 – From campaigns to conversations: what fans really wantConnect with our guestsMichael Heath – Senior CRM & Fan Engagement Manager, TGR Haas F1 TeamZeljka Stiblik  – Conversational AI Leader, InfobipKim Johal – Host of The CX Breakroom and Senior Sales Manager at InfobipLearn more about Infobip🌐 Website: https://www.infobip.com🔗 LinkedIn: https://www.linkedin.com/company/infobip/Follow The CX BreakroomSubscribe and join us each month in the breakroom as we continue to unpack the big shifts shaping customer experience across EMEA, one conversation at a time.

In this episode of The CX Breakroom (EMEA), host Kim Johal is joined by Julian Dawkins (Principal Product Marketing Manager at Infobip) and Zeid Shubailat (Sales Director at Infobip) to unpack the key insights from Infobip’s 2026 Messaging Trends Report, and what they mean for CX leaders across Europe, the Middle East and Africa.Drawing on analysis of 628 billion interactions, the conversation explores how customer communication is evolving at pace. While messaging volumes continue to grow across EMEA, the real story lies beneath the surface: a shift from volume-driven engagement to value-driven interactions.From Europe’s rapid adoption of rich channels like RCS, to MENA’s voice-first landscape and Africa’s leap toward more trusted, conversational channels, each region is moving at a different speed, but in the same direction. The discussion highlights how brands can no longer rely on single-channel strategies, and must instead embrace orchestrated, omnichannel experiences that carry context seamlessly across every interaction.Julian and Zeid also explore how platforms like AgentOS are helping organisations manage this growing complexity, unifying channels, enabling AI-driven journeys, and ensuring every interaction delivers meaningful outcomes.Whether you're navigating channel strategy, exploring agentic AI, or trying to make sense of shifting customer expectations, this episode offers a practical look at where CX is heading, and how to keep up!Chapters:00:00 – Welcome back & introducing the 2026 Messaging Trends Report01:33 – Messaging growth across EMEA: what surprised us most03:16 – Digital transformation and shifting customer expectations04:41 – Europe’s growth story and the rise of RCS06:30 – MENA’s acceleration and evolving channel strategies10:47 – Africa’s shift from volume to value-driven interactions13:33 – The challenge of managing customers across multiple channels16:04 – How AgentOS addresses CX complexity and fragmentation18:47 – What customers in MENA are prioritising today23:20 – Where to start: practical advice for CX leadersConnect with our guests:Julian Dawkins– Principal Product Marketing Manager, AI, at InfobipZeid Shubailat – Sales Director, MENA, at InfobipKim Johal – Host of The CX Breakroom and Senior Sales Manager at InfobipLearn more about Infobip:🌐 Website: https://www.infobip.com🔗 LinkedIn: https://www.linkedin.com/company/infobip/Follow the CX Breakroom:Subscribe and join us each month in the breakroom as we continue to unpack the big shifts shaping customer experience across EMEA, one conversation at a time.

In the very first episode of The CX Breakroom (EMEA), host Kim Johal sits down with Krešo Žmak (Chief Innovation Officer, Infobip) and Ben Lewis (VP of Marketing and Growth, Infobip) to unpack one of the most talked-about shifts in customer experience today: Agentic AI.From the early days of branch offices and websites to today’s world of messaging apps and AI-powered conversations, customer communication has evolved dramatically. But with generative AI and autonomous agents now entering the mix, the pace of change is accelerating faster than ever.The discussion explores how AI agents are transforming customer journeys, enabling hyper-personalised interactions, real-time decision making, and seamless experiences across channels. Krešo and Ben break down what makes agentic AI different from traditional chatbots, why data and orchestration are the real challenges for businesses, and how organisations can begin experimenting safely while keeping human oversight in place.They also explore the future of CX, where multi-agent systems, proactive customer support, and agent-to-agent communication could redefine how brands engage with their customers.Whether you're a CX leader, marketer, or technology strategist, this episode offers a practical look at what the next evolution of AI-powered customer experience really means for businesses today.Chapters:00:00 – Introduction from Kim01:08 – The evolution of customer communication: from branches to apps03:04 – Why brands must meet customers on their channel of choice04:59 – The AI acceleration and why businesses need to adapt faster08:33 – The forces driving AI adoption in CX11:24 – From chatbots to generative AI and agentic systems13:12 – Multi-agent systems and real-time orchestration15:02 – Hyper-personalisation and proactive customer experience18:55 – The shift from campaign marketing to intent-driven engagement20:33 – What the next 18–24 months could look like for CX leaders27:18 – What should (and shouldn’t) be automated in the AI eraConnect with our guests:Krešo Zmak – Chief Innovation Officer, InfobipBen Lewis – VP Marketing and Growth, InfobipKim Johal – Host of The CX Breakroom and Senior Sales Manager at InfobipLearn more about Infobip:🌐 Website: https://www.infobip.com🔗 LinkedIn: https://www.linkedin.com/company/infobip/Follow the CX Breakroom:Subscribe and join us each month in the breakroom as we continue to unpack the big shifts shaping customer experience across EMEA, one conversation at a time.

Welcome to the CX Breakroom, Infobip’s podcast where we step away from the slides and talk about what’s really changing in customer experience.Each month our host, Kim Johal, sits down with industry leaders from across Europe, Africa and the Middle East, to unpack the big shifts shaping the industry, from agentic AI to the realities of running modern customer engagement.If you want real‑world conversations about everything CX, subscribe to join us in the breakroom for your monthly CX reset.