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Customer Confidential: Untold Stories of Earned Growth

The Customer Confidential Podcast unlocks a world of unparalleled customer and employee loyalty insights. Host Rob Markey, a Net Promoter System pioneer, uses his deep expertise and empathetic approach to challenge conventional wisdom, peel back layers of typical advice, and expose the real stories of industry transformation. Take a deep dive into discussions on CX, customer journey, customer insights, Net Promoter Score, and more. Every episode is a master class in loyalty. Guests include CMOs, CXOs, and heroes of customer-centric transformation, along with thought leaders who inspire them. Exploring organizational structures, operating models, goals, and metrics, Rob and his guests from leading companies bring to light practical marketing, product, customer experience, and technology strategies for earning customer-focused growth. This podcast is your source for untold stories of customer and employee loyalty. Challenging, insightful, and instructive—all in one place. Earned growth starts here.

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  2. Ep. 245: Eduardo Roma | When Effortless Digital Isn’t Enough: Competing on Customer Relationships

Ep. 245: Eduardo Roma | When Effortless Digital Isn’t Enough: Competing on Customer Relationships

May 1, 2025

Episode 245: What happens when digital transformation becomes table stakes—and customer relationships become the real differentiator?

Eduardo Roma, Global Head of Customer Experience Transformation at Bain, believes companies that spent years optimizing transactions and digitizing every interaction are now unprepared for what matters most: becoming more humanized. The human element is now critical, and efficiency can’t be mistaken for real connection.

Eduardo outlines three forces reshaping customer experience: Digital is now table stakes, customer power has surged to new heights, and predictive, data-driven relationships are setting brands apart. 

Too many organizations still equate digitization with progress while missing what actually builds loyalty: emotional relevance, early engagement, and personalized support that evolves alongside customer needs.

Learn how leading firms are using data to build trust, earn loyalty, and deliver meaningful value—especially in the earliest moments of the customer relationship. And discover how to make customer engagement a true driver of growth.

Guest: Eduardo Roma, Partner, Bain & Company, Global Head of Customer Experience Transformation

Host: Rob Markey, Partner, Bain & Company

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Topics Covered:
 00:30 – Why customer experience is at an inflection point
01:00 – Digital experiences are now table stakes
02:00 – Generative AI and the shift in customer power
03:10 – Moving from reactive to proactive experience management
05:00 – The limits of digitization when every app feels the same
07:00 – Personalization that creates value, not just sells more
08:30 – The problem with local optimization in product teams
11:15 – Digital capture vs. earning engagement
14:00 – Humanizing experiences with data and behavioral science
17:00 – Creating customer value creation plans
20:00 – How new challengers are forcing incumbents to rethink CX
21:30 – Predictive, proactive engagement and relationship signals
24:00 – Why CX professionals must speak the language of value

Notable Quotes:

  • “Now that [companies] have digitized experiences, they really need to humanize those experiences through data. And what I mean by that is how to make interactions with customers much more meaningful, much more relevant, [and] much more personalized in a way that those interactions build enduring relationships with customers.”
  • “There are way too many degrees of separation of people who understand the customers and where some of the decisions are being made. It is important for organizations to be aware of those blind spots and to close those gaps.”
  • “The whole idea of just focusing on the experience, we need to move people beyond that. Move to relationships, to stop and think where we are on this experience pointing in time. We need a more holistic view.”
  •  ”Now, customers are much more in control. That is [a] transformation of organizations, when they think about the reach and relevance of the relationship they have with customers.”

Additional Resources: