Decoding the Customer is a customer experience podcast created by Julia Ahlfeldt as a forum for sharing ideas, best practices, and success stories from the field of customer experience (CX). The podcast includes interviews with global CX experts, CX case studies as well as in-depth profiles of customer experience champions who have been “fighting the good fight” to drive customer-centric change.

This customer experience podcast often explores the issues facing businesses in emerging economies and how the customer-centric strategies created in established markets, such as the US and Europe, can be adapted to different environments.

Julia produces 4 episodes per month, and these are published each Thursday. Stay in the loop on customer experience thought leadership and learn about what companies around the world are doing to deliver great experiences and foster loyalty. Select your preferred subscription option to receive notification when new episodes go live.

To suggest an episode topic, book Julia as a speaker or find out more about how CX consulting services can help your business, please get in touch.


Episode 18

This CX Mini Masterclass is the first of a 3-part installment on the topic of the customer journey map. Show host and CX expert Julia Ahlfeldt provides and overview of the different types of maps, the kind of information that is normally included in a journey map, and how maps can be utilized to help organizations achieve their customer-centric goals. This episode will help you cut through the confusion and prepare for the first step in creating a customer journey map.


Episode 17

Iain Meaker, the Executive Manager for Tourism & Hospitality at Comair/British Airways shares his thoughts on what’s unique about customer experience management in the travel industry. Iain discusses how the organization’s purpose statement of “we lift you up” permeates the business and provides a platform for employee and shareholder engagement. Julia and Iain explore how Comair has grown and innovated around the needs of customers and what it means to operate multiple brands under one roof. Julia shares her plan for more CX Mini Masterclass episodes during the rest of December.


Episode 16

This CX Mini Masterclass explores the concepts of customer touchpoints, experiences and journeys. The term touchpoint is so commonly misused. In this episode, show host and CX expert, Julia Ahlfeldt provides clarity around the correct definition and the role of customer touchpoints in experiences and journeys.



Episode 15

This CX Mini Masterclass clarifies the difference between customer experience and customer service. Confusion around the distinction of these two concepts has long been a bugbear of CX professionals. This is compounded by the fact that the word “service” is vague and open to personal interpretation, so CX expert and show host Julia Ahlfeldt provides a clear definition.


Episode 14

The inaugural episode of Julia’s CX Mini Masterclass series tackles a question that goes straight to the heart of CX: What is customer experience? This topic can feel vague and the concept is often misconstrued, so CX expert and show host Julia Ahlfeldt cuts through the jargon to provide clarity.



Episode 13

Andrew Swan, Senior Business Intelligence Executive at top global law firm, White & Case, shares insight on B2B customer experience and the role of data in managing client relationships. Julia and Andrew discuss the intersection between data and team culture, and how to keep the marketing team from getting too “creepy” with their info gathering. Julia shares some exciting news about the podcast.


Episode 12

Chief Customer Officer of Volkswagen Australia, Jason Bradshaw, speaks about how the company’s employee engagement strategy has improved customer experiences. Jason asks show host Julia about her views on some of the CX profession’s most burning questions. Together, they unpack a truly horrible car buying experience to determine what went wrong.


Episode 11

CEO of Yuppiechef, Andrew Smith, shares his perspective on customer empathy, the future of retail, and integrating CX as a secret ingredient for differentiation. The South African retailer, Yuppiechef, is truly a customer experience leader, and host Julia guides us through a conversation about how this company’s success has been fueled by customer experience.


Episode 10

Diane Magers, CXPA president and CEO, shares her insight on CX industry trends and the evolving professional field. Learn about the CX career development resources that are available for global CX practitioners as Diane and Julia discuss the role of the Customer Experience Professionals Association (CXPA) in growing the profession.


Episode 09 – Part 2

Shaun Ray, the head of CX at Capitec Bank, enlightens us on how this up-and-coming banking brand has achieved market leadership by focusing on simplicity. Julia and Shaun discuss Capitec as a case study in CX excellence, and Shaun shares his views on future CX trends in the financial services industry.


Episode 09 – Part 1

Episode 08

Episode 07

Episode 06

Episode 05

Episode 04

Episode 03

Episode 02

Episode 01