The Trusted Guide Podcast with Mark Slatin

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#147 Five Shoes for Change: Mastering Leadership Through Rapid Transitions and Change Management Aug 07, 2025

Show notes

What makes change so difficult—even for organizations that know change is inevitable and even necessary for growth? If we all agree that staying in our comfort zones holds us back, why do we continue to resist change—and what can leaders do to help teams navigate it better?

In this episode of the Delighted Customers podcast, I sit down with Dennis Geelen, an accomplished author and consultant, to decode the human side of change management. We dive into strategies for easing transitions in workplaces rocked by mergers, tech shifts, and cultural upheaval. If you've ever faced pushback—even when a change is clearly for the greater good—Dennis' actionable insights are for you. His creative approach takes the abstract concept of "change" and makes it tangible, actionable, and even relatable. From leadership lessons to frameworks you can use with your team tomorrow, Dennis explains it all with stories and wisdom.

Here's why you want to listen: Dennis not only brings decades of experience helping organizations lead through transition, but he also recently co-authored a new book, The Five Shoes for Change, that pairs his business expertise with clinical psychology insights. If you're a leader, CX professional, or employee wondering why company change initiatives so often falter—or just want to build your own change muscle—this episode is essential listening.

Three questions Dennis answers on the show:

What are the five "shoes" you need to successfully lead yourself—and your team—through change?

What are the most common missteps organizations make in change management, and how do these missteps affect employee experience?

How can leaders identify and address emotional baggage that employees bring to organizational changes, such as mergers or acquisitions?

Ready to build change resilience and transform your approach to leadership and customer experience? Tune in to this episode now.

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Available wherever you get your podcasts—don't forget to subscribe, leave a review, and share with your colleagues!

Meet Dennis Geelen

Dennis Geelen is a renowned author, consultant, and keynote speaker specializing in customer experience, change management, and leadership. As the founder of Zero In, he's worked with organizations across North America, helping them create customer-obsessed cultures and navigate complex transformations. His new book, The Five Shoes for Change, is a collaboration with psychologist Christian McMillan, integrating clinical psychology with pragmatic business consulting to guide individuals and companies through the turbulent waters of change.

Dennis is also the author of The Zero In Formula, where he outlines a system for sustainable growth, and The Accidental Solopreneur, drawing on his own journey to entrepreneurship. Known for his engaging storytelling, Dennis brings practical frameworks to bear—with a focus on actionable steps and self-awareness that leaders can immediately implement.

Find Dennis on LinkedIn: Dennis Geelen on LinkedIn
Learn more: dennisgeelen.me
Book updates: 5shoesforchange.com (coming soon)

References from this episode:

#146 Balancing Agentic AI and Human Connection in the Contact Center Jul 31, 2025

Show notes

Is your organization fully realizing the value of your contact center, or is it being limited by a narrow focus on efficiency and cost control?

In this episode of the Delighted Customers podcast, I sit down with renowned Canadian contact center consultant and trainer Mike Aoki to examine how contact centers serve as the real-time pulse of customer experience. Together, we explore the evolution of the contact center from its early telephone-based days to today's complex, omnichannel environments shaped by agentic AI and chatbot technology. The discussion underscores the significant impact that leadership priorities, technology decisions, and agent empowerment have on both customer outcomes and business performance. When the contact center is viewed merely as a cost center and subjected to relentless efficiency metrics, organizations risk not only increased customer churn, but also missed opportunities for competitive intelligence, brand loyalty, and measurable business growth.

You should listen to this episode if you are committed to building an organization where customer experience is not just a catchphrase, but a measurable advantage. Mike Aoki brings over three decades of frontline and management expertise in contact centers, working closely with major organizations such as the Royal Canadian Mint, EQ Bank, and Pitney Bowes. His insights are especially relevant to leaders navigating the intersection of AI adoption, agent turnover, and rising customer expectations.

In this conversation, Mike provides clear, actionable answers to these pressing questions:

What are the key differences between traditional chatbots and agentic AI, and how should each be leveraged within evolving contact center operations?
What are the most common mistakes leaders make when managing contact center performance, and what metrics truly matter for customer experience and long-term retention?
How can organizations successfully integrate AI to support—not replace—human agents and ensure that complex, emotionally charged interactions lead to positive outcomes?

If you are responsible for customer experience, service operations, or digital transformation, I would encourage you to listen and subscribe. Find the Delighted Customers podcast on Apple Podcasts and Spotify, as well as all major podcast platforms.

Meet Mike Aoki

Mike Aoki is a leading Canadian customer service and sales trainer with more than 35 years of experience in every facet of contact center operations. He has advised prominent organizations including the Royal Canadian Mint, EQ Bank, and Pitney Bowes on how to leverage the contact center as a strategic source of customer insight and a driver of customer loyalty. Starting his career when contact centers were voice-only operations, Mike has guided businesses through significant transitions—from FAQ-based telephone service, to the adoption of email, to the complexities of omnichannel engagement and the rise of agentic AI.

A noted speaker and writer, Mike emphasizes that while technology is essential for scale and efficiency, true customer experience excellence is achieved through a balanced focus on agent empowerment, emotional intelligence, and effectiveness. He challenges leaders to reconsider the metrics and incentives that shape agent behavior and to invest in both the technical and human sides of service delivery. Mike's hands-on experience and practical frameworks have made him a respected voice in the industry.

Connect with Mike on LinkedIn.

#145 Beyond the Hard Sell: The Evolution of Loyalty in the Fitness Industry Jul 24, 2025

Show notes

What if the secret to building a truly loyal gym membership—or any recurring customer base—starts the moment someone tries to leave?

That question struck me while talking with Blair McHaney, a trailblazing fitness industry leader who's spent more than 40 years reimagining how gyms can deliver customer (or, as Blair puts it, member) experience. Too often, fitness centers focus on sales at the expense of real loyalty, missing the deeper connection that gets members to not only return, but rave about you to others—even after they've canceled. In this episode of the Delighted Customers podcast, Blair reveals why retention isn't about holding onto credit cards, but about keeping (or regaining) a place in members' hearts and minds. We dive into actionable strategies for creating club experiences so powerful that over 50% of new signups are from people who used to be members—and choose to come back.

Blair's insights are essential listening not just for those in the fitness industry, but for anyone who wants to operationalize customer experience in a way that drives lasting loyalty and real business results. His expertise in data-driven experience design, journey mapping, and hospitality is second to none. Whether you lead a gym, a bank, or a tech company, Blair will challenge the way you think about member lifecycle, operational excellence, and the critical role of small, human moments that delight customers.

Here are three burning questions Blair answers on the show:

Is it a myth that gyms just want to sell as many memberships as possible, hoping for high turnover—or is there a smarter, more humane way to build retention and lasting brand love?
What are the often-overlooked operational "basics" (think: cleanliness, equipment repair, and front desk hospitality) that form the foundation for differentiation in a crowded industry?
How do journey mapping and persona-driven training—far beyond standard SOPs—transform employee culture and drive a superior customer experience at scale?

I invite you to listen, subscribe, and share this episode! Find it on Apple Podcasts and Spotify, or search for Delighted Customers on your favorite podcast platform.

Meet Blair McKaney

Blair McHaney is an entrepreneur, innovator, and CX educator with over 40 years of hands-on leadership in the fitness industry. He currently serves as President and CEO of MX Metrics, Medallia's fitness vertical partner, where he leads data-driven strategies to enhance member experiences across nearly 1,000 fitness clubs worldwide. Prior to that, Blair spent three formative years at Medallia as VP of Strategic Initiatives, where his operational expertise—not tech background—helped launch scalable approaches to customer and member experience management. He's also an owner of two successful fitness clubs in Central Washington, where he's pioneered a radically member-centered approach to retention, alumni creation, and frontline hospitality.

Blair's journey is a testament to learning by doing: from journeyman carpenter to gym owner at age 23, to tech-enabled CX leader, he's obsessed with operationalizing experience. He's a champion of "alumni creation"—ensuring members who leave do so as fans, not detractors—and believes the greatest opportunities in fitness (and beyond) are found in reimagining processes, policies, and employee education to put the customer first. Connect with Blair at LinkedIn or by email at blair@mxmetrics.com.

#144 From Data to Dollars: How Customer Value Drives Business Growth Jul 17, 2025

Show notes

Is it time to finally admit that not all customers are created equal—and that treating them as if they are might be costing your business more than you realize?

In this episode, I dig deep with Dan McCarthy, Associate Professor of Marketing at the University of Maryland and co-founder of Theta, to challenge one of the most hotly debated questions in customer experience: Should all customers be treated the same? Dan's expertise in customer lifetime value (CLV) exposes a stark reality—most companies are bleeding money on large swaths of their customer base and missing out on major growth opportunities by not prioritizing their highest value customers. The impact of understanding, modeling, and acting on CLV? Smarter resource allocation, optimized acquisition channels, and retention strategies that actually move the needle.

Why should you listen to Dan? His work—frequently featured in The Wall Street Journal, Harvard Business Review, Fortune, and The Economist—sits at the intersection of advanced academic research and bottom-line business outcomes. Having sold a business to Nike and now a partner at Theta, Dan brings a rare combination of rigorous analytics and practical execution, helping both corporate leaders and investors see their customers (and their value) more clearly. If you want your business to thrive—not just survive—in a customer-driven market, this episode is essential listening.

Here are three burning questions Dan answers during our conversation:

How do you accurately calculate customer lifetime value, and why do so many businesses get it wrong?
What are the most common missteps that leaders make when trying to identify and serve high-value customers?
How can customer data be used to shift business strategy, improve profitability, and even recalibrate entire corporate valuations?

Be sure to tune in and subscribe on your platform of choice:

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Meet Dan McCarthy

Dan McCarthy is an Associate Professor of Marketing at the University of Maryland's Robert H. Smith School of Business, and a co-founder of Theta, a leading business focused on customer lifetime value prediction and insights. Previously, Dan taught at Emory University's Goizueta Business School for seven years before moving to Maryland (my alma mater—Go Terps!).

Dan's innovative research and commentary on customer lifetime value, corporate valuation, and unit economics have attracted national attention, appearing in media outlets such as Harvard Business Review, The Wall Street Journal, Fortune, Barron's, CBS, CNBC, and The Economist. He is also nationally recognized for his work partnering with Dr. Peter Fader, with whom he initially founded a business acquired by Nike before their current collaboration at Theta.

Before his academic career, Dan earned both his undergraduate and PhD degrees from the Wharton School at the University of Pennsylvania. He spent several years on Wall Street at a hedge fund, bringing a financial and data-driven lens to marketing science. As a frequent speaker and consultant, Dan helps enterprise leaders, marketers, and investors leverage advanced modeling to answer high-stakes questions about profitability, resource allocation, and growth.

To connect with Dan, reach out on LinkedIn.

References and Show Notes

Learn more about Theta
Connect with Dan McCarthy: LinkedIn
Past podcast guests mentioned: Fred Reichheld (on CX metrics), Dr. Peter Fader (Wharton School, on not treating all customers the same)
Read Dan's and Peter Fader's research: Customer-Base Corporate Valuation
Warby Parker (example discussed: CLV, growth, and valuation)
Media coverage: Harvard Business Review, Wall Street Journal, Fortune, The Economist, USA Today, Barron's
Delta Sky Club (loyalty programs and customer value example)

Ready to rethink your approach to customers? Hit play and subscribe now!

#143 The Bravery Effect: Lessons from a Marine and Leadership Expert Jul 10, 2025

Show notes

What if the very thing holding you and your team back from success isn't a lack of skills or resources—but fear itself? How could learning to face what's uncomfortable actually unlock your best results, greater job satisfaction, and even more meaningful customer experiences?

In this episode of the Delighted Customers podcast, I dive deep with Jill Schulman, Marine Corps veteran, leadership consultant, and author of The Bravery Effect. Together, we explore how the ability to be brave—especially in business—can reshape not only what we accomplish, but who we become. If fear is quietly dictating the pace of progress and innovation at your organization, Jill's approach to bravery will challenge your thinking and inspire you to lead differently.

You'll want to tune in because Jill's work spans battlefields, boardrooms, and classrooms alike. Her background in the Marine Corps, Fortune 500 consulting, and positive psychology at the University of Pennsylvania gives her a distinctive perspective on why facing discomfort is essential for growth. She breaks down practical tools and strategies you can use to build your own bravery skills and create cultures where people dare to step out of their comfort zones.

Here are three questions Jill answers on the show:

What are the most common myths and misconceptions leaders have about bravery—and why do they matter?
How can you set brave goals for your team without overwhelming them, and why does this drive both engagement and results?
What practical, research-based steps can anyone take to build their bravery "muscle" and overcome fear in the workplace?

Ready to rethink what it means to be brave—in leadership, customer experience, and in life? Listen and subscribe now!
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You'll also find us on Amazon Music or wherever you like to get your podcasts.

Meet Jill Schulman

Jill Schulman is a United States Marine Corps veteran, leadership consultant, and author of The Bravery Effect. Her work focuses on developing leaders at all levels, drawing on her diverse experience as a Marine Corps demolition team leader and pharma sales professional, as well as her advanced study in positive psychology at the University of Pennsylvania. Jill has spent over 25 years working with organizations ranging from Fortune 500s to small businesses, training leaders to move from "safe and stuck" to "bold and brave." She is on a personal mission to help people not only embrace challenges, but run toward them, knowing that the biggest breakthroughs come from moments of discomfort. Jill delivers engaging evidence-based strategies for conquering fear, elevating engagement, and bringing out the best in ourselves and our teams.

Connect with Jill on LinkedIn: Jill Schulman on LinkedIn

Show Notes & References:

Jill Schulman's website and newsletter: jillshulman.com
The Bravery Effect book—available everywhere books are sold
Research referenced: Martin Seligman (PERMA Model), Mihaly Csikszentmihalyi (Flow), Aaliyah Crum & Kelly McGonigal (Stress Mindset Theory), Albert Bandura (Self-Efficacy Theory), Daniel Kahneman (Behavioral Economics & Risk Aversion)

Join us for this impactful conversation! Let's discover together how bravery—not comfort—is the path to delighting customers and transforming organizations.

#142 Leadership Blind Spots and How to Avoid Them Jul 03, 2025

Show notes

What if the key to sustainable business growth isn't just about generating new leads, but about truly understanding and retaining your existing customers? Are you aware of the invisible forces sabotaging your efforts to create a loyal customer base—and, more importantly, what you can do to fix them?

In my latest episode of the Delighted Customers podcast, I sit down with Roger Nicholas, co-author of The CX Lighthouse and a seasoned business growth leader who brings over 25 years of experience in revenue training, business operations, and CX execution. Roger breaks down the real reasons small to medium-sized businesses (SMBs) struggle with customer retention and reveals why traditional customer experience (CX) strategies are often missing the mark. He shows how using behavioral science and practical frameworks can help you identify your leadership blind spots, better understand your team and customers, and create CX strategies that actually move the needle.

You should listen to Roger because he's not only walked the walk, driving growth for SMBs and enterprises alike, but he's also created a practical, actionable playbook tailored to businesses that don't have the massive resources of the Fortune 500. Together with his co-author, he demystifies CX, making it accessible—and adaptable—so listeners (whether startup founders or established leaders) can create systems that delight, differentiate, and drive referrals. If you want the blueprint for scaling your business through customer experience, Roger's insights are simply essential.

Here are three thought-provoking questions Roger answers on this episode:

What are the most common (and costly) leadership blind spots that undermine customer experience, and how can you spot them in yourself?
Why is adapting (not just adopting) best-in-class CX strategies crucial for SMBs, and how do you tailor them to fit your unique customer needs and operational realities?
How can businesses shift from reactive churn management to proactive customer retention—and what's the ROI boost you can expect from that shift?

Don't miss this powerful conversation! Listen to the episode and subscribe to the Delighted Customers podcast on Apple Podcasts and Spotify, and find us on all your favorite podcast platforms.

Meet Roger Nicholas

Roger Nicholas is a business growth leader with over 25 years of expertise in revenue training, CX execution, and operations across diverse industries. As the co-author of The CX Lighthouse: Navigating Business Growth with Customer Experience, Roger is on a mission to help small and medium-sized business owners unlock the ROI of customer-centric strategies tailored to their size and market—not just enterprise models. An inductee of the Cigna New Tau Entrepreneurial Honor Society and a Howard University graduate, Roger has held key leadership positions, including work with WMATA (Washington Metro). His approach combines the latest in behavioral science with hands-on business development, delivering actionable strategies for lasting growth and customer loyalty.

Connect with Roger Nicholas on LinkedIn.

Show Notes & Resources

The CX Lighthouse: Navigating Business Growth with Customer Experience on Amazon
https://thecxlighthouse.com
CX Lighthouse 10 Day Challenge: Identify alignment between your business and customer expectations: https://qrcd.org/8vxM
Leadership Blind Spots Assessment — "Leadership EKG" tool based on behavioral science https://qrcd.org/8vxL

Listen, subscribe, and elevate your CX game today!

#141 Designing for Trust: Building Confidence from First Click to Last Mile Jun 26, 2025

Show notes

What if you could close the gap between what you think your customers experience and what they actually feel—using raw, unfiltered feedback you can see and hear for yourself?

In a constantly evolving digital landscape, the journey from a customer's very first click to their final interaction is more complex—and crucial—than ever before. But many leaders believe that their customer experience is far better than it really is—a costly blind spot that leads to missed opportunities for building trust and loyalty. How can organizations truly see their products and services through their customers' eyes and outpace the competition in building brand confidence?

You won't want to miss this week's Delighted Customers Podcast, where Mark Slatin sits down with Baran Erkel, Chief Strategy Officer at User Testing. Baran's rich background—from developer to consulting to enterprise SaaS leadership—gives him a unique 360-degree view on why empathy at scale is the new differentiator and how User Testing's platform enables businesses to bring the authentic voice of the customer into every decision. If you're a leader who wants to turn insight into action, streamline feedback loops, and future-proof experiences in the age of AI, Baran's expertise is essential listening.

Here are three compelling questions Baran Erkel answers on this episode:

Why is traditional customer feedback (like NPS surveys) not enough for truly understanding and closing the customer experience gap?
How does User Testing enable organizations to "get out of the building" and immerse themselves in real-time, video-based customer feedback—even at scale?
What is the transformative role of AI in the future of human insights, feedback, and designing for trust?

Tune in to this insightful conversation and discover how to proactively bridge blind spots in your customer journey. Listen and subscribe on Apple Podcasts and Spotify—or catch Delighted Customers on all of your favorite podcast platforms so you never miss an episode!

Meet Baran Erkel

Baran Erkel is the Chief Strategy Officer at User Testing, where he leads strategy, corporate development (including mergers and acquisitions), and product management for their industry-leading platform. With over 15 years in enterprise software and a career foundation in computer science and consulting, Baran's passion lies in helping businesses harness human insights to drive innovation and deepen customer trust. User Testing, founded in 2008, now serves over 3,000 clients—including global enterprises in financial services, tech, and retail—by enabling rapid, actionable feedback through both digital and physical customer experiences. Baran is committed to equipping organizations with the tools and mindset shifts needed to close the "experience gap" and thrive in today's competitive landscape.

Connect with Baran on LinkedIn.

Show Note References

Coupa Café anecdote illustrating the powerful impact of real-time, direct customer feedback
The Bain & Company "CX Gap" statistic
User Testing's role in transitioning from reactive to proactive customer listening
The future of AI-powered feedback and its integration with human insights

Don't forget to listen and subscribe—transform your approach to customer experience starting today!

#140 Measuring the True Cost of Negative Customer Experiences Jun 19, 2025

Show notes

What if negative customer experiences matter more than you think—impacting your bottom line far beyond any single complaint or glowing review?

In the latest episode of the Delighted Customers podcast, we dive into why negative experiences carry outsized influence on customer loyalty and business revenue. Many leaders mistakenly chase the most frequent irritants, but as our guest explains, it's not about quantity—it's about which problems have the greatest financial impact. If you're a CX leader struggling to prove the ROI of your work, you'll want to tune in for innovative strategies that bridge the gap between customer insights and business results.

Why listen to this episode? Paula Courtney, President of the Verde Group, is a global authority on customer retention and quantifying the financial risk of customer experience missteps. With over 30 years of research published in BusinessWeek, Forbes, the Wall Street Journal, and Harvard Business Review, Paula brings a unique, science-backed approach to identifying the most consequential pain points in your customer journey. Her team's methods have helped organizations around the world—across 35 countries—focus investments where they count and avoid common CX measurement pitfalls.

Here are three engaging questions Paula answers on this episode:

Why do negative experiences have a disproportionate effect on customer behavior—and what psychological principles drive this phenomenon?
What critical missteps do organizations make by relying on "applause meter" surveys and chasing the wrong metrics?
How can leaders accurately quantify the financial risk of negative experiences and build a rock-solid business case for CX investment in the boardroom?

Don't miss this essential conversation for anyone seeking to transform their customer experience—and get buy-in from the C-suite. Listen to the episode now and subscribe so you never miss insights from top industry leaders.

Listen & Subscribe:
Delighted Customers on Apple Podcasts
Delighted Customers on Spotify
Available on all your favorite podcast platforms!

Meet Paula Courtney

Paula Courtney is the President of the Verde Group, a global market research consultancy specializing in customer retention and the quantification of customer experience ROI. For over three decades, she has led the development of research methods that help organizations not only identify but truly measure the economic impact of customer experiences—especially the negative ones most likely to drive churn. Paula's expertise has been featured in prominent outlets such as BusinessWeek, Forbes, the Wall Street Journal, and Harvard Business Review. Her work is rooted in psychology, utilizing principles like negativity bias and loss aversion, and grounded in data science to separate "noise" from actionable insights. An international leader, Paula and her team have supported customer-centric transformation in over 35 countries, providing business leaders with tools to prioritize investments and foster real, financially measurable change.

Learn more about Paula and the Verde Group at https://verdegroup.com
Connect with Paula Courtney on LinkedIn: Paula Courtney LinkedIn

Show Notes & References

Verde Group: Website and Resources
Monthly newsletter, research blogs, and case studies: Available on Verde Group's website

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#139 Client Onboarding and The Trust Equation - Part 2 of 2 Jun 12, 2025

Show notes

What's the secret to building unshakeable trust with your customers—especially when you're not face-to-face and your product passes through layers before it ever reaches the end user?

That question has been top of mind for me, and it's exactly why I was so excited to sit down with Lisa Schwartz, Chief Operating Officer of Mathematica, on the latest episode of the Delighted Customers podcast. If you've ever wondered how trust really forms—not just in simple transactions, but in complex relationships where intermediaries stand between your company and your customers—you're not going to want to miss this conversation. The little things we do, and the way we handle nuanced moments, can echo throughout an entire organization and set the tone for customer loyalty and business success.

I invite you to join me and Lisa as we explore the real-world power of trust. Lisa brings together an incredible mix of deep research, operational leadership, and street-smart experience (from her PhD in Developmental Psychology to her days as a bartender, practicing personalization long before it was a business buzzword). I learned so much from her perspective—she simply "gets it," blending science, practical application, and genuine emotional intelligence in a way that makes it easy to apply to any customer relationship, no matter your industry or selling channel.

Here are three powerful questions we tackle together on the show:

How can you demonstrate credibility and reliability when you don't actually control the front-line customer interactions?
What are best practices for creating intimacy and lowering self-orientation in situations where direct access to the end user isn't possible?
What kinds of small gestures truly move the needle in building lasting customer partnerships and loyalty?

If these are questions you wrestle with—or you want to elevate trust inside and outside your organization—I hope you'll listen in. Subscribe to Delighted Customers on Apple Podcasts and Spotify, or find us on your favorite podcast platform. Your feedback and support mean the world to me, and I can't wait for you to experience what Lisa has to share!

Meet Lisa Schwartz

Lisa Schwartz, Ph.D., is the Chief Operating Officer of Mathematica, a leading research and data consulting firm committed to improving public well-being through evidence-based solutions. With academic roots in developmental psychology (PhD, University of Maryland, College Park), Lisa spent years progressing from project leadership to executive management at Mathematica. Since 2019, she has driven the company's customer experience strategy across all divisions, spearheading initiatives that blend data-driven objectivity with a client-centric approach. Lisa's expertise lies in translating academic research into actionable, scalable business practices, all while championing relational trust as the cornerstone of every client journey.

Catch Part 2 of 2 with Lisa on Episode #139!

Connect with Lisa Schwartz on LinkedIn.

Show Notes and References

Learn more about Mathematica: mathematica.org
Explore the Gottman Institute's work on emotional bank accounts: gottman.com
Read about the Trust Equation from "The Trusted Advisor": trustedadvisor.com

Meet Lisa

Lisa Schwartz brings 20 years of research and leadership experience to her role as COO at Mathematica, where she guides operational strategy and advances customer experience initiatives. A passionate proponent of evidence-based solutions, Lisa is recognized for blending the objectivity of research with the empathy required for impactful client relationships.

#138 Client Onboarding and The Trust Equation-Part 1 of 2 Jun 05, 2025

Show notes

Note: This is Part 1 of a 2-part series

What does it take to create an onboarding experience so powerful that clients can't imagine working with anyone else?

For executives and customer experience leaders, the onboarding process is much more than an administrative formality—it's the first date, the pivotal moment when a client decides whether to pursue a deeper relationship or walk away. In this episode of the Delighted Customers podcast, Mark Slatin sits down with Lisa Schwartz, COO of Mathematica, to unpack the psychology and structure behind onboarding experiences that build trust, foster loyalty, and drive business results. Lisa draws from her unique blend of research expertise and executive experience to reveal why onboarding is critical for long-term client engagement and how intentional, personal touches can transform a standard process into lasting advocacy.

Why listen to Lisa Schwartz? With a PhD in psychology from the University of Maryland and two decades at Mathematica, Lisa bridges academic rigor with operational excellence. She's led the company's customer experience transformation since 2019, skillfully adapting evidence-based practices to real-world client relationships. Lisa's passion for humanizing business, her practical analogies, and her research-backed strategies ensure takeaways for leaders seeking meaningful change in their organizations.

Here are three provocative questions Lisa addresses in this insightful conversation:

Why does the typical "welcome email" fall drastically short of what true onboarding should accomplish?
What are the most common myths and pitfalls organizations fall into when designing onboarding experiences?
How can customer experience leaders use psychological principles—like trust building and emotional "deposits"—to foster client relationships that last for years?

Don't miss out! Listen to Lisa's episode of the Delighted Customers podcast and subscribe to get every new insight. Find the show on Apple Podcasts and Spotify, or on any of your favorite podcast platforms.

Meet Lisa Schwartz

Catch Part 2 of 2 with Lisa on Episode #139!

Connect with Lisa Schwartz on LinkedIn.

Show Notes and References