I first met Tom DeVries when he was giving a keynote at the 2024 CXM 360 Conference at Michigan State University. Tom took an unorthodox approach to the keynote by not talking for the first 5 minutes. What? Yup! He used non-verbals, videos, and audio cues to engage the audience. Tom has built a successful design firm and has shifted his focus in the last 12 years to include customer experience. He is an expert in human-centered design and has worked with some of the biggest brands in the US. He shares some invaluable wisdom in this episode including: CX Metrics vs. Genuine Improvement: Tom criticizes organizations for focusing too much on CX metrics rather than genuine improvements. Operational Changes for Better CX: He suggests that organizations should initiate changes at the operational level before implementing measurement systems. Transformative Change in CX: Tom speaks about the need for transformative change in CX. Adaptability in CX Roles: Tom notes the importance of learning how to learn and adapting quickly in the current business environment. How can CX leaders foster a culture of adaptability within their teams? Case Studies and Pilot Programs: Tom emphasizes using case studies and pilot programs to demonstrate CX improvements. He discusses some key elements that should be included in a case study to make it impactful Brand Behavior and Customer Perception: The episode discusses how a brand is defined by its behavior and how it is perceived through customer experiences. The episode touches on the idea that brands today compete for relationships rather than transactions. How can businesses effectively build and maintain strong relationships with their customers? Shifting from Mechanical to Ecosystem Thinking: He urges businesses to shift from mechanical to ecosystem thinking. In what ways can adopting an ecosystem mindset benefit an organization in today's fast-paced environment? Storytelling in Brand Strategy: The role of storytelling in brand strategy is highlighted in the episode. The episode is loaded with useful insights; some of which challenge traditional CX approaches. Meet Tom: Tom DeVries is a creative, straight-shooting strategist with a reputation for crafting industry-leading products, brands, and experiences. By fusing business, technology, and humanity, he creates solutions that hit hard, turn heads, and boost bottom lines. As the founder of ThoughtFull, an award-winning design firm, and Crucx, the world's simplest customer experience operating system, Tom drives growth by liberating organizations and their customers from the ordinary.

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