In this episode, Jochem van der Veer sits down with Trish Wethman, former Chief Customer Officer at Best Egg, to explore the evolution of the CX function and how to embed customer intelligence into business operations. Trish shares lessons from her tenure in creating impactful customer strategies and championing cultural transformation through CX. From navigating tough executive meetings to redesigning the CX function for action, Trish offers a candid look at what it takes to align organizations around a shared customer vision.
The conversation covers everything from embedding insights partners into business teams, building a sticky CX vision, and redefining ROI in customer experience, to the future of AI in transforming journey mapping and decision-making. This episode is an essential listen for CX leaders looking to elevate their function from data collection to business impact.
Guest Bio
Trish Wethman is a seasoned customer experience executive and the former Chief Customer Officer at Best Egg. With a background in driving customer-centric transformation, Trish has built high-performing CX teams that align business objectives with customer needs. Known for pioneering insights-driven partnerships and shaping cohesive experience visions, her work has helped enterprises navigate complexity and deliver measurable outcomes. Trish also contributes to the Mid-Atlantic CX Forum, where she continues to champion the role of CX in modern business strategy.
Takeaways
- CX leaders must connect metrics to business impact, not just report on data.
- A CX vision only sticks if it’s co-created with business leaders who feel accountable.
- Embedding insights business partners into product and marketing teams improves prioritization and advocacy.
- Aligning customer journeys to acquisition, conversion, and servicing metrics creates business relevance.
- Distinguishing between process maps and true journey maps is critical for actionable insights.
- Micro-journeys should be owned by the teams closest to them, while the CCO oversees end-to-end cohesion.
- CX principles like “flexibility” work best when they’re deeply rooted in customer research and relevant across departments.
- Weekly business reviews are powerful tools for prioritization across CX, product, and marketing.
- ROI can be demonstrated through lift in conversion, risk mitigation, and faster decision-making.
- AI should automate insight generation and journey mapping, enabling CX teams to focus on driving action.
- Future CX functions will require more consultative and alignment-oriented roles.
- Service design, AI operations, and customer data orchestration will be foundational to next-gen CX.
Chapters
00:00 Guest introduction and setting the stage
01:00 CX storytelling failure: translating insights to business value
05:00 Building integrated CX teams that understand business metrics
08:00 Creating the role of insights business partners
11:00 The role of a CX vision and stakeholder collaboration
15:00 Aligning CX to acquisition, conversion, and retention
19:00 Journey mapping beyond the surface level
22:00 Ownership of end-to-end vs. micro-journeys
24:00 Weekly business reviews and their impact
28:00 ROI examples from marketing and innovation support
31:00 CX as an alignment function across silos
33:00 CX principles: flexibility as a customer value driver
35:00 AI’s transformative role in CX workflows
40:00 AI-first CX operating model: what stays human?
44:00 Shifting skillsets: from analysts to consultative partners
47:00 Rethinking surveys and AI-enabled research
50:00 CX engineering: building intelligent customer systems
52:00 Quality control, trust, and hallucination risks in AI
53:00 Closing thoughts and where to find Trish online
LinkedIn
Follow Trish Wethman on LinkedIn
Follow Jochem van der Veer on LinkedIn
As Promised you can find Trish Wethman on The Mid-Atlantic CX Forum "Where CX and IT Meet"
The Experience Edge