John Boerstler on How Government Can Still Deliver World-Class CX

In this episode, Marbue Brown sits down with Tal Peretz, the Co-Founder and CEO of Onfire AI. A seasoned expert with a decade of experience building data and AI solutions, Tal previously served as the CTO of Onid in the authentication and identity space. Today, he leads Onfire AI in its mission to revolutionize the customer journey for technical buyers, specifically CTOs, CISOs, and CIOs by leveraging vertical AI to create more meaningful, contextual connections between buyers and sellers.The conversation explores how AI can be used to enhance, rather than diminish, the customer experience within the sales and shopping portion of the journey. Tal explains how Onfire AI cuts through the "noise" of automated outreach by combining CRM data with live web signals from communities like Reddit and X to identify "in-market" buyers. They discuss the shift toward "human-in-the-loop" AI that empowers sales teams to provide highly personalized, timely outreach that respects the buyer's time and solves their specific pain pointsHIGHLIGHTS02:26 – the Mission of Onfire AI05:22 – Solving the "Noise" Problem for Technical Buyers10:05 – The Three-Layer AI Engine: Data, Context, and Human Tone14:40 – Measuring ROI: 4x–8x Increases in Engagement18:04 – Strategic Intelligence and the Future of BuyingConnect with Tal PeretzCompany Website: onfire.aiGuest Email: [email protected]: Tal Peretz

This episode features John Boerstler, former Chief Experience Officer for the U.S. Department of Veterans Affairs and current General Manager of U.S. Federal at Granicus. John traces his unconventional career journey from joining the U.S. Marine Corps to leading large-scale customer experience transformation in government. The conversation dives deep into what makes public sector CX fundamentally different from the private sector, where trust, policy, and lack of consumer choice reshape how success is measured. John shares behind-the-scenes insights from his time at VA, including pandemic response, vaccine delivery, PACT Act outreach, and game-changing initiatives such as VSAFE to combat fraud. Together, they unpack CX metrics, employee experience, and what a true public-sector CX playbook looks like, centered on trust, proactive outreach, and meaningful service recovery. [02:20] John's Career Journey [07:33] Role at Granicus and VA CX Improvements [12:02] Challenges and Differences in CX in Public vs. Private Sector [18:36] Impact of COVID-19 and VA's Response [31:23] Employee Onboarding and Metrics [35:55] Game-Changing Improvements at VA [39:06] Designing a CX Playbook for the Public Sector [41:55] Contact Information Connect with John:LinkedIn: linkedin.com/in/johnboerstler/Email: [email protected]:The CX Cookbook by Veterans Experience Officehttps://www.performance.gov/cx/assets/files/va-customer-experience-cookbook.pdf

Meet Brian Schiff, Co-Founder and CEO of Flip, a purpose-built Voice AI for automating customer support calls - trained on over 300 million successful calls across hundreds of brands.Brian shares how Flip started and explains how their technology replaces old, frustrating IVR systems with natural, conversational voice experiences. Instead of pressing numbers, customers can simply speak and get real help faster!The discussion covers how AI now understands everyday language and works alongside human agents rather than replacing them. Brian explains how Flip handles common customer requests like order updates, returns, and cancellations, and how AI can manage a large share of calls while improving customer satisfaction. We also discuss how success is measured, using metrics such as wait time, call resolution, and customer satisfaction. The episode ends with a look at the future of voice AI and how better conversations can drive stronger business results. Highlights[01:31] Brian's Background and Flip's Origin [04:40] AI's Role in Transforming Customer Experience [07:02] Flip's Unique Approach to Voice AI[16:36] Balancing AI and Human Interaction [19:24] Metrics and Success Measurement [24:27] Handling Complex Transactions [27:35] AI Handling Contact Volume [35:07] Deployment and Analytics [38:53] Future of Voice AIConnect with Brian:LinkedIn: linkedin.com/in/bschiff/Website: flipcx.com/

Meet Matt Marcotte, the founder of The M2 Collaborative, a leadership coaching and brand strategy consultancy.This conversation follows Matt's 34-year career in retail and his time at Salesforce. Matt calls himself a "consumer anthropologist" because he loves understanding why people behave the way they do.He believes that great customer experiences start with employees who feel valued and supported. When people believe in what they do, they create stronger connections with customers.Matt talks about key ideas from his book, Built on Belief, such as "people not products" and "belief fuels commitment." He explains the difference between a culture where employees only follow rules (compliance) and one where they care and take ownership (commitment). He shares real examples from places such as Apple, Trader Joe's, Chewy, and Zappos to show how strong cultures are built.Matt also gives simple steps for leaders: know why you want a commitment culture, understand where you are now, move in small steps, and involve employees in shaping the future.[03:22] Matt's Career Journey[06:44] Key Themes in Matt's Consultancy and his Book [11:53] Culture of Compliance vs. Culture of Commitment [19:54] Building a Culture of Commitment [24:43] Starting with the Heart [33:05] Examples of Starting with the Heart [39:53] Practical Steps for Shifting to a Commitment Culture Connect with Matt:LinkedIn: linkedin.com/in/mamarcotte/Website: m2collaborative.com/Mentioned in the episode:Built on Belief: Why Cultures of Commitment Are the Competitive Advantage: amazon.com/Built-Belief-Commitment-Competitive-AdvantageBlueprint for Customer Obsession: amazon.com/Blueprint-Customer-Obsession-Marbue-Brown

Meet  EJ Kritz, Chief Experience Officer of DBSI, a company focused on designing the bank branch of the future. He explains how DBSI brings together design, technology, digital signage, and modern banking tools to create better in-person experiences. EJ also talks about why branches still matter today and how they are becoming community-focused spaces supported by digital and problem-solving specialists. He emphasizes the importance of empathy, curiosity, and adaptability in banking, highlighting that human skills are just as essential as technical ones. Overall, the discussion shows how innovative branch design can help banks stand out and better serve their customers. HIGHLIGHTS[01:06] EJ's Journey to DBSI[02:54] Overview of DBSI's Services [05:21] The Future of Bank Branches [10:49] The Role of Digital and Problem Resolution Specialists [18:15] Branch Design and Customer Experience [21:19] The Evolution of Bank Branches [32:50] The Impact of Branch Design on Customer Experience Connect with EJ:LinkedIn: linkedin.com/in/ejkritz/Website: dbsi.com

This discussion explores the perspectives of Casey Denby, VP of Strategic Accounts & Partnerships at Zenarate, on customer experience excellence and the strategic use of AI.Casey explains that Zenarate is a leading frontline simulation and coaching platform that automates role-play to improve training effectiveness, reduce turnover, and enhance the customer experience. He highlights how AI powers realistic conversation simulations, helping new hires build confidence and proficiency while maintaining consistency.The discussion also covers the impact of Zenarate on attrition, the importance of competence in shaping customer experience, and the balance between compliance and empathy. Casey concludes by emphasizing practical AI applications in CX.Highlights[00:36] Casey's Career Journey [04:38] Overview of Zenarate[08:50] AI's Role in Zenarate[12:41] Attrition and Training Effectiveness [20:59] Customer Experience and Compliance [39:04] Implementation Challenges and Opportunities [42:31] Future of AI in CX Connect with Casey:LinkedIn: linkedin.com/in/caseydenby/Website: zenarate.com/

This conversation explores the career journey of Brad Shaw, CEO of Livepro, and his views on knowledge management in the age of AI. Brad explains why AI needs accurate, well-managed information to produce reliable answers. He highlights the risks of using crowdsourced content and stresses the importance of having a single trusted knowledge base across all channels.Brad also shares how organizations can keep their knowledge up to date by using feedback, analytics, and regular reviews. He discusses how AI may help with future updates, but human oversight will still be essential. He ends with simple advice for CX leaders: keep your knowledge organized, approved, and always up to date![02:55] Brad's Career Journey [06:34] The Importance of Knowledge Management in AI [10:06] Challenges and Misconceptions in AI and Knowledge Management[15:24] Applications of AI-Ready Knowledge Bases [20:48] Keeping Knowledge Bases Up to Date [32:11] Future of Knowledge Management and AI [38:30] Advice for CX Leaders [39:57] Contact Information Connect with Brad:LinkedIn: linkedin.com/in/brad-shawEmail: [email protected]

In this talk, Matt Bruno, Chief Revenue Officer at Laivly, explains how Laivly grew during the pandemic and how its AI tools make customer service agents' work easier and more effective.Matt discusses why AI projects in contact centers often bring strong results and how Laivly's platform, Sidd, supports agents by guiding them in real time, automating tasks, and improving customer satisfaction. He also shares real success stories with clients and discusses the future, where agents use AI to build stronger, more personal connections with customers while maintaining the human touch. [02:35] Matt's Career Journey [05:16] Challenges and Successes in AI Deployments [07:09] Laivly's Approach to Agent Assist and AI Agent [14:56] Technology and Integration at Laivly[24:03] Examples of Laivly's Impact on Client Success [36:57] Future of Customer Experience and Agent Roles Connect with Matt:LinkedIn: linkedin.com/in/matthew-brunoWebsite: laivly.com/Email: [email protected] in the episode:The AI Mindset: Thriving Within Civilization's Next Big Disruption: amazon.com/AI-Mindset-Thriving-Civilizations-DisruptionBlueprint for Customer Obsession: amazon.com/Blueprint-Customer-Obsession-Marbue-Brown

Today's episode features Gregorio Uglioni, Associate Partner at Forward, board member of the Customer Experience Professionals Association, and founder and host of the CX Goalkeeper podcast. During today's conversation, Gregorio reflects on his early career, emphasizing the value of human interaction and a key lesson he learned by listening to customer calls instead of relying only on presentations. The discussion also highlights how CX is more than a department; it is a mindset shaped by culture, core values, and transformation.Gregorio introduces his five principles for human-centric transformation: creating a shared vision, understanding problems, prioritizing pain points, innovating processes, and measuring progress. He illustrates these with both successful and unsuccessful change initiatives, stressing the importance of learning and incremental improvement.He also talks about challenges in healthcare CX, the role of AI in improving service and patient care, and the importance of continuous learning and collaboration. [01:35] Gregorio's Career Journey [03:59] The Importance of Business Transformation in CX [05:43] Framework for Human-Centric Transformation [13:34] Examples of Successful and Unsuccessful Change Initiatives [21:16] Challenges in Delivering Superior Patient Experience in Hospitals [28:46] AI Deployments in CX and Healthcare [34:02] Gregorio's Podcast and Its Impact [37:55] Connect with GregorioConnect with Gregorio:LinkedIn: linkedin.com/in/gregorio-uglioniWebsite: cxgoalkeeper.com/

Want to know why customers really stay loyal? It starts with psychology!Meet Mark Levy, Head of Consumer Product and Customer Experience at Frontier Internet.During today's conversation, Mark highlights how human behavior shapes customer interactions. Drawing from his new book, The Psychology of CX 101, he explains how 101 psychological principles can be applied to create meaningful, trust-driven experiences that drive business success. Mark illustrates concepts such as the anchoring effect, peak-end rule, and Von Restorff effect with real-world examples, while also addressing the growing role of AI in customer service. Moreover, he explores practical strategies for measuring the impact of CX and creating experiences that are effortless and empathetic.[01:54] Mark's Journey to Customer Experience [04:00] The Intersection of Psychology and Customer Experience[07:43] The Psychology of CX 101 [13:37] Practical Examples of Psychological Principles [25:34] Measuring Customer Experience[27:46] AI and Customer Experience[32:35] Final Thoughts [33:25] Resources ResourcesConnect with Mark:Website: psychologyofcx101.com/LinkedIn: linkedin.com/in/marklevy/