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. 

Andy Sage is the Propositions and Partnerships Lead at E.ON. He brings 25 years of experience helping start-ups, scale-ups, and global enterprises turn strategy into commercial results. A specialist in market proposition innovation, business transformation, and operational execution across B2B and B2C models, he partners with senior leaders to build customer-centric, commercially minded cultures. His work spans strategy, product development, organisational design, and large-scale change. Known for aligning stakeholders and translating insight into action, Andy is a respected speaker on leadership, innovation, and transformation.