Customer experience isn’t just a department—it’s a strategy.

In this episode of The Curiosity Current: A Market Research Podcast, hosts Stephanie Vance and Matt Mahan speak with Dr. Jeff Dahms, Director of CX Research & Insights at Physicians Mutual. Drawing from a career that spans insurance, finance, and academia, Jeff breaks down what it really takes to embed customer-centric thinking across an organization.

From his “Cycle of Success” framework to lessons learned managing in-house customer panels, Jeff reveals how great CX starts with building credibility, understanding business priorities, and translating data into action. You’ll also hear about the role of AI in research, what not to do with internal panels, and why he thinks paper surveys might just be making a comeback.