The value of hyperpersonalization and the state of CX - Interview with Greg Kihlström of The Agile Brand

The value of hyperpersonalization and the state of CX - Interview with Greg Kihlström of The Agile Brand

Author: Adrian Swinscoe | Customer Experience Strategy Expert August 27, 2025 Duration: 1:01:17

Today’s episode of the Punk CX podcast is with Greg Kihlström from The Agile Brand. Greg is a best-selling author, speaker, and entrepreneur, and serves as an advisor and consultant to top companies on marketing technology, marketing operations, and digital transformation initiatives. A couple of months ago, Greg invited me to be a guest on his show, and we took the opportunity to meet up and record the episode while he was in Scotland recently on vacation. We covered a lot of ground, including the state of customer experience, what brands get right and what they don’t and hyper-personalisation. It went so well I thought I’d release it as an episode on the Punk CX podcast too.

This interview follows on from my recent interview – Envisioning a personal AI agent for every customer – Interview with Malte Kosub of Parloa – and is number 552 in the series of interviews with authors and business leaders who are doing great things, providing valuable insights, helping businesses innovate and delivering great service and experience to both their customers and their employees.


There’s a lot of noise around customer experience, but Punk CX: Customer Experience Insights with Adrian Swinscoe cuts through it with conversations that feel more like a strategic workshop than a standard interview. Host Adrian Swinscoe, a customer experience strategy expert, brings a distinctively pragmatic and often contrarian perspective to each discussion. He sits down with a wide range of industry leaders, from entrepreneurs to seasoned executives, to unpack what it really takes to build an organization that people genuinely want to engage with. You’ll hear them delve into the interconnected mechanics of customer service, customer engagement, and the often-overlooked driver of it all: employee experience and engagement. The dialogue naturally explores how technology, from AI to broader digital transformation, can be leveraged practically rather than just hyped, and what it means to build adaptable, responsive organizations with high-performing teams at their core. This podcast moves beyond theory, focusing on the actionable insights and sometimes uncomfortable truths that define modern customer and business strategy. Each episode is designed to give you a tangible takeaway, whether you’re refining your own approach or challenging the status quo within your company.
Author: Language: English Episodes: 100

Punk CX: Customer Experience Insights with Adrian Swinscoe
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