#709: The state of CX and the value of hyperpersonalization with Adrian Swinscoe, Punk CX Podcast

The Agile Brand with Greg Kihlstrom

The Agile Brand

Business, Marketing

5 • 2.7K Ratings

🗓️ 24 July 2025

⏱️ 57 minutes

🔗️ Recording | iTunes | RSS

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Summary

Agility requires that brands have a fundamental understanding of why they’re doing things, and what customer expectations are, rather than chasing trends and implementing the latest tech. Without this, customer satisfaction will continue to slide, and brands won’t be any closer to knowing what to do to solve for that. I am here in Edinburgh with my guest today, who has worked with some of the world's largest brands, written several books, and hosts a great podcast of his own. To talk about a few things today, I’d like to welcome Adrian Swinscoe, Host of the Punk CX Podcast. About Adrian Swinscoe Described as an experimental CX thought leader and visionary, Adrian Swinscoe is a best-selling author, Forbes contributor, speaker, investor, advisor and aspirant CX Punk. He has been growing and helping develop customer-focused large and small businesses for over 25 years now. His clients have included brands such as Adobe, Apple, Cancer Research UK, Costa Coffee, the UKGov’s Crown Commercial Service, ING, Intercontinental Hotel Group, KFC, KPMG, ING, Kramp, Lloyds, Harper Collins, Médecins Sans Frontières, Megger, Microsoft, Nespresso, NowTV, Olympus, Pearson,Philips, Sky, Talk Talk, and Zoom as well as numerous tech vendors and many smaller and medium-sized businesses.Adrian is a frequent writer, podcaster and speaker on all things related to customer service and experience. He published a best-selling book in 2016 called How to Wow: 68 Effortless Ways to Make Every Customer Experience Amazing (Pearson), published a genre-busting book: Punk CX in 2019and published an exciting follow-up: Punk XL at the end of 2021. Adrian Swinscoe on LinkedIn: https://www.linkedin.com/in/adrianswinscoe/ Resources Punk CX Podcast: https://www.adrianswinscoe.com/ https://www.adrianswinscoe.com/ The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow Catch the future of e-commerce at eTail Boston, August 11-14, 2025. Register now: https://bit.ly/etailboston and use code PARTNER20 for 20% off for retailers and brandsDon't Miss MAICON 2025, October 14-16 in Cleveland - the event bringing together the brights minds and leading voices in AI. Use Code AGILE150 for $150 off registration. Go here to register: https://bit.ly/agile150" Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.showCheck out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

Transcript

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0:00.0	The Agile brand.
0:10.0	Welcome to Season 7 of the Agile brand, where we discuss the trends and topics marketing leaders need to know.
0:16.0	Stay curious, stay agile, and join the top enterprise brands and Martec platforms as we explore marketing technology,
0:23.1	AI, e-commerce, and whatever's next for the Omnichannel customer experience.
0:27.8	Together we'll discover what it takes to create an agile brand, built for today and tomorrow,
0:32.1	and built for customers, employees, and continued business growth.
0:36.9	I'm your host, Greg Kilstrom, advising Fortune 1,000 brands on Martec, employees, and continued business growth. I'm your host, Greg Kilstrom, advising Fortune 1000 brands on Martec, AI, and marketing operations.
0:43.3	The Agile Brand Podcast is brought to you by Tech Systems, an industry leader in full-stack technology services,
0:49.3	talent services, and real-world application. For more information, go to teK systems.com.
0:56.0	To make sure you always get the latest episodes, please hit subscribe on the app you listen to
1:00.1	podcasts on and leave us a rating so others can find us as well.
1:04.2	And now on to the show.
1:08.3	Agility requires that brands have a fundamental understanding of why they're doing things and what customer expectations are, rather than chasing trends and implementing the latest tech.
1:18.6	Without this, customer satisfaction will continue to slide, and brands won't be any closer to knowing what to do to solve for that.
1:25.6	This episode was recorded while I was visiting Edinburgh, Scotland recently,
1:29.6	and I met up with my guest today,
1:31.3	who has worked with some of the world's largest brands,
1:33.8	written several books, and hosts a great podcast of his own.
1:37.3	So talk about a few things today.
1:39.0	I'd like to welcome back to the show, Adrian Swinsko, host of the Punk CX podcast.
1:46.5	Glad to be here in Edinburgh.
1:52.9	You paid a great spot. Yeah, at the top of the glasshouse here. So if people know Edinburgh, Glasshouse is at the top of Leithwalk just before you get up onto Princess Street. It sits nestled underneath Coulton Hill and we're set up on the roof garden of the glass house and you can... It's just like there's an oasis. Yeah, yeah, it's very protected. It's nice. That's cool. I expect to see people doing yoga out on this kind of piece of grass over there. Right. But, well, you know, it's Scotland after all. Right. Cool. So, yeah, so we're going to talk about a few things here. I know, you know, I brought a few questions. You brought a few questions. So, you know, before I flew out here to Edinburgh, I was at Forrester's CX summit in Nashville. And, you know, they announced a couple things. One of them was, I think we're in year three of the CX index decline, if not four or something.
	...

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