In this episode of Simply CX, Nicole sits down with behavioral scientist and CX visionary Ken Hughes to explore the emotional side of customer experience. Together, they dive into why emotional loyalty and customer intimacy are the true differentiators in an increasingly commoditized, AI-powered landscape.

Ken shares powerful stories—from how Octopus Energy uses music personalization to create emotional connection and reduce hold time frustration, to how Taylor Swift’s tribal fandom is a masterclass in long-term brand loyalty and customer engagement. They discuss the critical role of creativity, diverse teams, and employee empowerment in shaping standout experiences. Plus, why B2B brands might actually be in the best position to deliver truly personalized service.

You’ll walk away with:

• Why emotional connection outlasts product features
• How using unique human connection creates loyalty
• Understanding how to strengthen your brand through CX creativity and cultural leadership



Whether you're a CX pro, team leader, or brand builder, this episode will inspire you to see customer experience through a more human—and more powerful—lens.

🎧 Produced by Larj Media

📩 For more CX insights, follow Nicole on Linkedin

If you have questions or comments about CX email us: SimplyCX@microsoft.com

Additional Resources:

Ken Hughes – Consumer & Shopper Behavioralist | CX Strategist | Keynote Speaker

Mentioned in this episode:

• Octopus Energy – Learn more about their customer-first approach
• Taylor Swift’s The Eras Tour – A case study in emotional brand loyalty
• Brené Brown – Author and researcher on vulnerability and emotional intelligence
• Esther Perel – Psychotherapist and relationship expert
• Disney+ – Streaming home of Taylor Swift: The Eras Tour (Taylor’s Version)
• Grease Monkey – Quick-lube franchise mentioned for its customer delight strategy