Podcast Summary: The Agile Brand with Greg Kihlström® | Episode #697: Building the Total Experience for Customers with AJ Joplin, Forrester

Release Date: June 30, 2025

Introduction

In Episode #697 of The Agile Brand with Greg Kihlström®, host Greg Kihlström engages in an insightful conversation with AJ Joplin, a Senior Analyst at Forrester. Filmed at Forrester CX in Nashville, Tennessee, the episode delves into the intricate dynamics of crafting a comprehensive customer experience (CX) that not only meets but anticipates customer needs. The discussion centers on leveraging marketing technology, artificial intelligence (AI), and creating a cohesive omnichannel experience to build lasting customer and business value.

Guest Background

AJ Joplin serves as a Senior Analyst at Forrester, specializing in experience design across various roles and disciplines. Her expertise bridges CX professionals, digital business leaders, engineers, and design leaders, focusing on how design intersects with technology to enhance customer interactions.

Key Discussions and Insights

1. Designing Human-Like Interfaces

AJ emphasizes the critical principle of "knowing thy user" as foundational to creating intuitive and empathetic AI-driven interfaces. She argues that technology should be contextualized to specific customer experiences rather than being deployed indiscriminately.

"At the core of all of this stuff, technology, yes. Can become more human... [it] feel human like for a customer is when it's contextualized to that particular experience, to those particular needs..."
— AJ Joplin [04:00]

AJ warns against using AI as a mere "condiment," stressing the importance of aligning technology deployment with genuine customer needs to avoid feeling intrusive or gimmicky.

2. Transitioning to Anticipatory Interfaces

The conversation shifts to the evolution from reactive and assistive interfaces to anticipatory ones. AJ discusses designing interfaces that not only respond to user actions but also predict and fulfill future needs without overstepping boundaries.

"Experiences can be one of those or they can be all three at the same time... That pre-fills based on data you have about you... really helpful."
— AJ Joplin [05:36]

She highlights practical examples, such as pre-filling customer information based on previous interactions, which enhances user experience by reducing cognitive load and building trust.

3. Defining the Total Experience

AJ introduces the concept of the "Total Experience," which integrates both brand and customer experiences. She underscores the necessity of breaking down organizational silos to deliver a unified and seamless customer journey.

"Total experience, at a basic level, it is the brand experience and then customer experience and then acknowledging that those two things go together... companies don’t make a lot of sandwiches, and we really should."
— AJ Joplin [07:47]

By aligning brand and customer experiences, companies can ensure both acquisition and retention, thereby enhancing overall business value.

4. Overcoming Organizational Silos

Addressing the challenge of interdepartmental silos, AJ advocates for enhanced communication and collaborative frameworks. She suggests implementing quality design systems and fostering cross-functional conversations to ensure cohesive customer experiences.

"How we make decisions... requires cross discipline, cross functional confidence conversation."
— AJ Joplin [09:15]

AJ stresses that effective communication and shared frameworks are essential for breaking down silos and ensuring all teams work towards common customer-centric goals.

5. Talent and Hybrid Roles in a Converging Tech Landscape

As marketing, design, and technology roles converge, AJ recommends seeking "T-shaped professionals" who possess broad curiosity and deep expertise in specific areas. She emphasizes the importance of adaptability and continuous learning in navigating the evolving tech landscape.

"Look for people who are at a baseline curious about other things... Teams can start to get more on the same page."
— AJ Joplin [14:30]

This approach fosters versatile teams capable of collaborating effectively across different domains.

6. Measuring Success with Varied Metrics

AJ highlights the importance of diverse and customer-aligned metrics in evaluating the success of CX initiatives. She critiques reliance on single metrics like Net Promoter Score (NPS) and advocates for a multifaceted approach that encompasses both customer and business objectives.

"Varied metrics are the key to success and then those should be based in customer needs and goals."
— AJ Joplin [16:19]

By utilizing a range of metrics, organizations can gain a more comprehensive understanding of their performance and areas for improvement.

7. Staying Agile Through Continuous Conversation

In discussing agility, AJ underscores the value of constant dialogue and feedback. She believes that regular interactions and "gut checks" with peers and stakeholders are crucial for maintaining agility and avoiding overconfidence.

"Constant conversation with people, sensing and talking... is paramount to being able to be successful long term."
— AJ Joplin [20:44]

This practice ensures that strategies remain aligned with current trends and customer needs.

Conclusions and Takeaways

The episode with AJ Joplin provides a nuanced exploration of building a total customer experience that is both human-centric and technologically advanced. Key takeaways include:

• User-Centric Design: Prioritize understanding and addressing specific customer needs to create meaningful and intuitive interfaces.

• Anticipatory Technology: Develop systems that can predict and fulfill customer needs without being intrusive, thereby enhancing trust and satisfaction.

• Integrated Experiences: Merge brand and customer experiences to ensure consistency and foster long-term loyalty.

• Collaborative Frameworks: Break down organizational silos through effective communication and shared design systems to deliver cohesive customer journeys.

• Adaptive Talent: Cultivate versatile, curious professionals who can navigate the converging fields of marketing, design, and technology.

• Comprehensive Metrics: Employ a variety of metrics aligned with both customer and business goals to accurately assess and guide CX initiatives.

• Continuous Agility: Maintain agility through ongoing conversations, feedback loops, and openness to change.

Notable Quotes

• "AI is not a condiment that we spread over everything." — AJ Joplin [04:40]

• "If a company doesn't have a design system... there's more defects in live product, tons of rework..." — AJ Joplin [11:19]

• "A customer experience is a conversation between you and the customer." — AJ Joplin [20:35]

This episode reinforces the importance of a holistic and integrated approach to customer experience, emphasizing human-centric design, effective communication, and adaptive strategies to thrive in an ever-evolving market landscape.