The CX Equation
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.
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EP2: Why Creativity Is the Missing Link in Customer Experience
November 25, 2025 • 28 MIN
In today’s data-driven world, creativity is the true competitive differentiator and the cornerstone of next-level customer experiences. In this episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale sit down with Matt Broekhuizen, Head of Customer Engagement at VCCP, to explore how iconic brands like LEGO and Sainsbury’s blend tech, data, and creativity to create emotionally resonant customer experiences. Matt shares frameworks for aligning cross-functional teams, building human-centered CRM programmes, and utilising AI to enhance creative excellence, proving that the most successful CX strategies prioritise brand storytelling over technology.
EP1: Personalisation - The Secret to Customer Value
October 28, 2025 • 27 MIN
Today, personalisation has become a buzzword that’s thrown around frequently in marketing circles. But what does meaningful personalisation really look like, and how can businesses deliver it at scale? In this inaugural episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale dive deep into the evolution of personalisation and provide actionable insights for businesses looking to move beyond surface-level customisation.
Welcome to The CX Equation
October 23, 2025 • < 1 MIN
The CX Equation brings you unfiltered conversations on enterprise CX. From CRM to loyalty, hosts Chantelle and Mark uncover what’s really working — and what’s not — in customer experience transformation.