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The CX Equation

The CX Equation

By: Tap CXM
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Summary

 The CX Equation podcast from Tap CXM discusses what it really takes to deliver great customer experience in complex organisations. Hosted by industry leaders Chantelle Casey and Mark Clydesdale, each episode is a practical and refreshingly honest conversation with leaders doing the work. Deep-diving into the strategies and technologies transforming CX across all business sectors, from CRM rollouts to loyalty redesigns to workflow overhauls - and everything in between. Whether you're a CX leader, marketer, or enterprise decision-maker, Tap CXM’s podcast offers practical advice to help you mastering customer experience (CX) in today’s ever-changing, competitive landscape. Economics Leadership Management Management & Leadership Politics & Government
Episodes
  • EP7: Test Smarter, Grow Faster: Nicole Storey on Experimentation

    EP7: Test Smarter, Grow Faster: Nicole Storey on Experimentation
    Apr 14 2026
    In this episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale sit down with Nicole Storey, Co-Founder and Head of Experimentation at Hookflash, to reveal how experimentation can transform website performance and customer experience. Nicole breaks down why running tests without a clear hypothesis wastes time, how to align SEO insights with on-site experience, and why “losing” tests can be the most valuable lessons. She shares practical frameworks for data-driven decision-making, creating tailored landing pages, and building a culture that drives sustainable growth. Tune in to learn how experimentation can turn insights into real business results. Key takeaway: Experimentation with a clear hypothesis turns website data into actionable insights that drive real business growth.
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    38 mins
  • EP6: Problem First, AI Second: What Great CX Leaders Get Right

    EP6: Problem First, AI Second: What Great CX Leaders Get Right
    Mar 17 2026
    In this episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale are joined by Zeke Wu and Aswin Peter to discuss what it really takes to use AI for improving customer experience. Drawing on lessons from the automotive and energy domains, they share that a problem-first thinking approach beats AI hype every time. The conversation explores how trust and transparency shape AI adoption, why augmenting teams matters more than replacing them, and how small, practical use cases can scale globally, even in regulated environments. The key takeaway: competitive advantage comes from better decisions, not just more digital tools.
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    43 mins
  • EP5: Designing for What Customers Really Want - Not Just What They Say with Andy Sage

    EP5: Designing for What Customers Really Want - Not Just What They Say with Andy Sage
    Feb 17 2026
    Markets are crowded, products feel interchangeable, and customer loyalty is more fragile than ever. In this episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale are joined by Andy Sage to explore why experience is the true competitive advantage across industries, and how behavioural psychology can shape CX design. From adoption curves to organisational design, they unpack how to turn complex, commoditised offerings into trusted propositions that customers genuinely value, adopt, and remain loyal to.
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    51 mins
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