Video Panel: How top brands use AI to impact customer experience

Video Panel: How top brands use AI to impact customer experience

By
Liliana Osorio
Last Updated:
July 31, 2025
Reading time:
27 minutes

We were joined by more than 35 customers, partners, and friends who wanted to make sure that their choice of AI drives their business outcomes. Over the course of the event, we explored a range of perspectives from customers coming to this for the first time to businesses with mature CX programs.

Our panel was chaired by Luke Moore, Chief Revenue Officer (CRO) and included our incredible customers: Steve Crolic, Associate Director Voice of the Customer, HelloFresh, Catherine Hanys, Head of Customer Insights, LeShuttle, Abdul Khaled, Head of Digital, CX and Digital Products at Eon Next, and James McGhee, Director of Customer Experience, FootAsylum.

We’re sharing the recording of our panel. So, if you didn’t make it, here’s your opportunity to catch up.

What to expect:

That’s just a quick summary. Watch the full recording to hear the industry insights and customer stories shared at the event.

What follows is a lightly edited transcript of the event.

Resolving retail-specific issues with James McGhee, FootAsylum

James McGhee, Director of Customer Experience, FootAsylum: I joined Foot Asylum from AO.com, a company that was customer-obsessed. FootAsylum understood the importance of customer obsession but that sort of post-purchase bit fell by the wayside a little. At AO, I had an army of people that would just scour feedback and negativity and ring those people and make them happy. At FootAsylum, I was the only one handling that feedback.

Initially, the adoption of Chattermill was to be able to get that all in one place and to get really quick insights. We had delivery data that showed issues with our main courier, which negatively impacted our Trustpilot score.

I was able to sit down with senior people at our delivery company and show them the impact they were having on our business. This data changed our relationship with them, allowing us to provide evidence-backed feedback, improving our overall service.

The challenges of manual CX with Catherine Hanys, LeShuttle

Catherine Hanys, Head of Customer Insights, LeShuttle: I wish we had something. I currently rely on high-tech tools like pivot tables to manage thousands of lines of customer data we accumulate each month from our post-travel surveys. There are so many ways feedback can get buried and crucial insights can be missed.

For example, we need to be aware of operational failures, such as a broken barrier impacting our premium customers' experience, which could quickly affect our overall satisfaction ratings.

Using the right theme structures with Steve Crolic, HelloFresh

Steve Crolic, Associate Director Voice of the Customer, HelloFresh: A theme structure is a collection of topics defined in advance. Our main use case was understanding how customers enjoyed specific recipes. We needed to comprehend feedback to improve our offerings and cater to specific teams effectively.

We also incorporate feedback when customers cancel or pause their subscription, merging external sources like Trustpilot to give us a comprehensive view of customer's sentiments.

Discovering unseen issues with Abdul Khaled, Eon Next

Abdul Khaled, Head of Digital, CX and Digital Products at Eon Next: The customer experience layer is our unique selling proposition. It helps us differentiate in the market by focusing on being customer-first. Every business wants to stand for something, and we're building our identity around customer experience. This transformative journey is fueled by enabling technologies like Chattermill.

Shifting from customer feedback to sentiment analysis

Luke Moore: What do you think about the distinction between feedback and experience, Cat?

Catherine Hanys: I focus on transitioning from simple feedback to a more holistic experience perspective. Understanding how feedback relates to various customer segments is vital; this suggests a need for AI tools for deeper insights.

Getting stakeholder buy-in with Steve Crolic

Steve Crolic: It's a challenge to maintain passion for CX throughout the organization. However, our executives are investing in improvements based on customer feedback, fostering an environment that encourages growth.

Proving ROI with Catherine Hanys, LeShuttle

Catherine Hanys: We track NPS, customer satisfaction, and future consideration regularly. Analyzing these scales helps us create tangible links between our actions and ROI in the future.

Thoughts on the future of AI in CX

Abdul Khaled: AI is advancing rapidly, streamlining processes and enabling proactive insight detection. Efficiency and intelligent data analysis will be game-changers for improving customer experience further.

Steve Crolic: We're focusing on making CX metrics accessible and engaging for all employees, aiming to generate a real-time impact in operational discussions.

James McGhee: I hope AI's adoption grows smoothly and provides convenient solutions for customers in ways that enhance their experience with us.