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Michael Brandt

Founder & Senior Consultant at Michael Brandt CX-Excellence

Lugano, Switzerland

Michael is a Customer Experience Strategist with extensive experience designing and implementing CX programmes across global, multicultural organisations. With over 25 years in customer-facing operations, he now supports companies in shaping their CX strategy, mapping customer journeys, developing Voice of the Customer programmes, and improving complaint handling and customer care processes.

He holds qualifications in Lean Six Sigma, Quality Management, Net Promoter System 2, and Risk Management, and studied Business Economics at the University of Zürich in Switzerland.

Michael is frequently invited to speak at CX events and serves as a judge for several international customer experience awards. In 2025, he was recognised as one of the Top 25 Global CX Influencer by CX Magagzine. He is also a professional member of the Experience Management Global Collaborative (XMGC).

In addition to his work in customer experience, Michael brings years of leadership experience managing cross-cultural, multi-site teams. He regularly provides education and coaching on people management and leadership, as well as customer experience-related topics.

Available For: Advising, Consulting, Influencing, Speaking
Travels From: Zürich or Milan
Speaking Topics: CX as a Growth Strategy, From Feedback to Action: Driving Real Change, Teaching CX in the Corporate World, Is Hyperpersonalisation worth it?

Speaking Fee $3,000 (In-Person), $1,500 (Virtual)

Michael Brandt Points
Academic 35
Author 40
Influencer 89
Speaker 30
Entrepreneur 20
Total 214

Points based upon Thinkers360 patent-pending algorithm.

Thought Leader Profile

Portfolio Mix

Company Information

Company Type: Individual
Theatre: Global
Minimum Project Size: N/A
Average Hourly Rate: $200-$300
Number of Employees: 1-10
Company Founded Date: 2020
Media Experience: 15 years
Last Media Interview: 03/26/2025

Areas of Expertise

AI 30.04
Analytics
Big Data 30.05
Business Strategy 31.49
Change Management
Coaching 30.49
Customer Experience 31.87
Customer Loyalty 33.41
Leadership 30.02
Management 31.59
Marketing 30.42
Project Management
Risk Management
Transformation

Industry Experience

Agriculture & Mining
Engineering & Construction
Industrial Machinery & Components
Manufacturing
Metal Products
Oil & Gas
Travel & Transportation
Utilities

Publications

26 Article/Blogs
More Can Be Achieved Together Than Alone
Linkedin
September 07, 2025
There’s something quite remarkable about what happens when people work together. A task that feels heavy when carried alone can suddenly become lighter, and often far more enjoyable, when shared. Looking back over my own experiences, both as an individual and as part of a team, I keep returning to the same conclusion: collaboration doesn’t just help, it transforms.

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Tags: Business Strategy, Customer Experience, Customer Loyalty

When you’re right, stand firm, with respect and confidence
Linkedin
August 14, 2025
Right, so here's the deal: Over the years, I've learned that when you know you're on the winning side of an argument, standing your ground isn't just about being stubborn, but it's about carrying yourself with a confidence that commands respect. Who wants to be that person hiding behind uncertainty? Not me! And probably not you either! In this article, I’ll share how to confidently assert your position while keeping the respect factor high, supported by a couple of real experiences that shaped how I see this.

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Tags: Business Strategy, Customer Experience, Customer Loyalty

Why Is NPS So Hard to Kill Off?
Linkedin
August 05, 2025
Despite widespread criticism, Net Promoter Score (NPS) remains the dominant customer satisfaction metric in use today. It features in an estimated 65% to 80% of customer surveys globally in 2025, still firmly entrenched in the dashboards, reports, and boardroom conversations of businesses worldwide.

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Tags: Business Strategy, Customer Experience, Customer Loyalty

Cross-Functional Collaboration - Using Journey Maps to Break Down Silos
CX-EXCELLENCE
July 30, 2025
You may have noticed how departmental silos can limit progress and stifle innovation within your organization. By utilizing journey maps, you can encourage cross-functional collaboration, bringing together diverse teams to enhance communication and alignment. In this blog post, I will guide you through the benefits of journey mapping, enabling you to break free from isolation and create a shared vision that drives your organization’s collective success.

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Tags: Business Strategy, Customer Experience, Customer Loyalty

The NPS Paradox: Why I'm Not Addicted, But Not Quitting Either
CX-EXCELLENCE
July 24, 2025
Over the years, I’ve been both praised and criticised for my stance on the Net Promoter Score (NPS). Some have gone as far as to label me an "unconditional supporter" of the metric, or even jokingly accuse me of being on Bain’s payroll. And yet, two years ago, I published an article titled “The NPS Dilemma – Is It Time to Quit the Addiction?”, in which I outlined a series of quite pointed concerns about how NPS is being used, and misused, in organisations around the world.

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Tags: Business Strategy, Customer Experience, Customer Loyalty

Transforming Customer Journey Mapping: Moving from Pitfalls to Practice
Michael Brandt
July 20, 2025
Customer journey mapping is widely used in CX programmes, but too often it fails to deliver on its potential. This isn't because the idea is flawed; it's because of how it’s typically approached. With the right mindset, process, and engagement across the organisation, journey mapping can be one of the most effective tools in the CX manager’s toolkit. Below, we examine some of the common customer journey mapping pitfalls and how to avoid them, issues we regularly explore in depth during my customer journey mapping workshops.

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Tags: Business Strategy, Customer Experience, Customer Loyalty

The Hidden Power of Face-to-Face Interviews in B2B: Deeper Insights Without Massive Effort
Michael Brandt
July 12, 2025
In the B2B environment, building strong client relationships and understanding complex needs are fundamental to long-term success. While surveys are widely used to gather feedback, they often fall short when it comes to generating deep, actionable insights. Face-to-face interviews provide a unique opportunity to engage clients personally, uncover richer data, and strengthen business relationships.

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Tags: Business Strategy, Customer Experience, Customer Loyalty

Beyond the Numbers: Transforming Data into Powerful Stories and Actions
Michael Brandt
July 07, 2025
It's important to understand how you can transform raw data into actionable insights. In this article, you'll discover how actively listening to data can shift your perspective, enabling you to extract meaningful patterns that drive informed decision-making. You'll learn effective techniques to analyse and interpret data effectively, ensuring you convert numbers and statistics into relevant knowledge that enhances your understanding and improves your strategies.

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Tags: Business Strategy, Customer Experience, Customer Loyalty

The Metric Trap: Why Your Obsession with NPS, CSAT, or CES is Missing the Point.
Michael Brandt CX-Excellence
June 28, 2025
We waste too much breath in customer experience circles debating the "perfect" metric. Is it NPS? CSAT? CES? Which one holds the real key to the customer's heart? Which deserves the throne in your strategy deck? Here's the uncomfortable truth: It doesn't matter. That's right. The number itself, whether it's a 47 NPS, a 6.8 CSAT, or a 2.3 CES, isn't the engine of customer-centric transformation. It's merely the dashboard light. The real value, the real driver of change, lies beneath the number.

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Tags: Business Strategy, Customer Experience, Customer Loyalty

Designing the Right VoC Architecture for Your Organisation
Michael Brandt CX-Excellence
June 19, 2025
Architecture plays a vital role in establishing an effective Voice of Customer (VoC) framework within your organisation. By designing the right architecture, you can seamlessly capture valuable insights from customer interactions, allowing you to enhance customer satisfaction and loyalty. This process not only involves selecting the right tools but also involves understanding the specific needs of your industry and audience. In this article, we’ll explore key considerations to help you build a VoC architecture that empowers your decision-making and drives positive outcomes for your organisation.

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Tags: Business Strategy, Customer Experience, Customer Loyalty

Securing Senior Management Buy-In for Your VoC Strategy
Michael Brandt CX-Excellence
June 08, 2025
With an effective Voice of the Customer (VoC) program, securing buy-in from senior management is vital for success. You need to present a compelling case that highlights not only the benefits of understanding customer experiences but also how their support can streamline implementation and foster organizational alignment. Engaging your C-suite with clear, data-driven insights can transform potential resistance into enthusiastic advocacy, enabling your VoC initiative to flourish and deliver measurable results.

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Tags: Business Strategy, Customer Experience, Management

Turning Voice into Value: How to Build a Strategic VoC Programme
Michael Brandt CX-Excellence
June 02, 2025
In this opening article, Turning Voice into Value, I walk through the essential building blocks of a strategic VoC programme. From setting a clear vision and securing executive buy-in, to choosing the right methods and creating a culture of follow-through, this guide is designed for CX professionals and business leaders alike.

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Tags: Customer Experience

Leveraging Webinar-Based Learning for Consistent, Global CX Training
Lexden Customer Experience Consultants
April 01, 2025
Series: Spotlight on training formats in CX. Article #2 Webinar-based learning

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Tags: Customer Experience, AGI

The Enduring Power of Instructor-Led Training
Lexden Customer experuence Consultants
March 26, 2025
Series: Spotlight on training formats in CX. Article #1 instructor-led training

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Tags: Customer Experience

Marketing and Customer Experience - The Essential Partnership You Can't Ignore
cx-excellence
February 26, 2025
Businesses are constantly vying for the attention of consumers bombarded with endless messages and choices. Amidst the noise, two critical pillars stand out as defining elements of lasting success: marketing and customer experience. Much like two dancers performing in perfect synchronization, these components create a harmonious relationship that not only attracts customers but also encourages loyalty and engagement. Recognizing that one cannot thrive without the other is crucial for any brand seeking to not just exist but to genuinely stand out in the modern marketplace.

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Tags: Customer Experience, Management, Marketing

Marketing and Customer Experience - The Essential Partnership You Can't Ignore"
LinkedIn
February 25, 2025
Businesses are constantly vying for the attention of consumers bombarded with endless messages and choices. Amidst the noise, two critical pillars stand out as defining elements of lasting success: marketing and customer experience. Much like two dancers performing in perfect synchronization, these components create a harmonious relationship that not only attracts customers but also encourages loyalty and engagement. Recognizing that one cannot thrive without the other is crucial for any brand seeking to not just exist but to genuinely stand out in the modern marketplace.

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Tags: Coaching, Customer Experience, Management

Smaller Companies Can Excel at Customer Experience Without Breaking the Bank
CX-Excellence
February 07, 2025
When people think of customer experience (CX), their minds often jump to big corporations with massive budgets and entire teams dedicated to CX strategy. But here’s the truth: smaller companies have a unique advantage in delivering outstanding CX. Why? Because CX isn’t about how much money you spend. It’s about building genuine connections, listening to your customers, and committing to improvement.

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Tags: Customer Experience, Management, Marketing

Finding Harmony Between Hyper-personalization and Simplicity in CX Design
cx-excellence
February 06, 2025
Personalisation is key to enhancing customer experience, but it must go hand in hand with simplicity to avoid overwhelming your audience. Hyper-personalization can elevate interactions when executed thoughtfully, but a complex approach can lead to confusion and mistrust. Balancing innovation with ethical practices is imperative to maintain customer loyalty and respect their privacy. In this article, we'll explore actionable strategies to achieve harmony in CX design, ensuring that personalised offerings are both effective and easy to navigate.

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Tags: Customer Experience, Management, Marketing

Rethinking CX Metrics: Why CSAT, NPS, and CES Shouldn't Be the Whole Story
LinkedIn
October 28, 2024
Looking at today's CX world, metrics have become a core part of companies' CX strategy. From Customer Satisfaction (CSAT) to Net Promoter Score (NPS) and Customer Effort Score (CES), these metrics often take centre stage in dashboards, guide key decisions, and serve as performance benchmarks. But as CX continues to evolve, it’s time (and has been for a while) to ask: Are these numbers telling us the full story?

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Tags: Business Strategy, Customer Experience, Management

Empathy in Action: Why It’s Essential for Both Customers and Staff
LinkedIn
October 23, 2024
Who has never thought to themselves: “Stop the world. I want to get off!”? In today’s world of fast-paced, often stressful environments, empathy has become a cornerstone of exceptional customer service. It’s widely acknowledged that understanding and responding to the needs and emotions of customers leads to better experiences and, ultimately, stronger business outcomes. But there’s an equally important aspect that is sometimes overlooked: the role empathy plays in managing and supporting staff.

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Tags: Coaching, Customer Experience, Management

The Quiet Power of Assurance: Leadership Beyond Hierarchy
LinkedIn
August 26, 2024
When discussing leadership, we often hear that "leaders are born, not made." While this has its roots in the idea that certain innate qualities lend themselves to effective leadership, I believe it oversimplifies the complex nature of what makes someone a great leader. In truth, leadership is not merely a function of rank or position but of presence, character, and the quiet assurance that one brings into any situation.

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Tags: Coaching, Customer Experience, Management

Do all your staff know how they affect customer outcomes?
CX-Excellence
July 20, 2022
One day we delivered a component for a piece of engine equipment that required testing on a testbed. During this test in the customer's factory, a bolt came loose and disappeared into the engine. The operator pressed the "Emergency Stop" button and the search for the bolt begun. It took two days to find the missing bolt and, as a result, the customer's test schedules were delayed also. Naturally, the customer was extremely unhappy and filed a complaint.

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Tags: Customer Experience, Management, Marketing

No business is too small to think about Customer Experience
Michael Brandt
August 06, 2021
Even small businesses need to think about how they communicate with customers.

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Tags: Business Strategy, Customer Experience, Customer Loyalty

Leaders Wanted!
Michael Brandt
August 08, 2020
Leadership is not just about hierarchy. It is about culture and personality.

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Tags: Leadership

Is the result all that counts or does the journey to get there matter also?
LinkedIn
January 11, 2020
Some years ago, I was responsible for a service sales operation for large equipment used on diesel engines. Routine service on larger products was generally planned well in advance, however for smaller products the demand for service was often more immediate, i.e. a phone call from the customer saying "When can I bring my equipment in for a service?". We had a very successful operation and we expanded quite quickly. We hired more engineers and they were working at capacity virtually immediately. But, despite our success, there were grumblings in the market place from dissatisfied customers and we were unable to pin down the reason. Or product was good, our service quality was excellent and availability of spares was second to none

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Tags: Coaching, Customer Experience, Management

1 Book Chapter
Customer-oriented Issue Resolution as a Market Differentiator
American Society for Quality India Pvt
November 01, 2015
Explains how a customer-oriented complaint resolution plan can differentiate a company from its competition

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Tags: Business Strategy, Customer Experience, Customer Loyalty

1 Founder
CX-Excellence
CX-Excellence
January 01, 2020
CX-Excellence offers consulting services and training for Customer Experience Management, Customer Journey Mapping, Voice of Customer programs and Complaint Management.

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Tags: Customer Experience, Management, Marketing

1 Instructor
Customer Journey Mapping
Michael Brandt CX-Excellence
March 04, 2025
An interactive two-day workshop looking at practical applications for Customer Journey Maps

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Tags: Customer Experience

2 Media Interviews
Customer Experience Measurement and Management in 2025
ICS Digital
March 26, 2025
Podcast with Martin Calvert of ICS-Digital

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Tags: Business Strategy, Customer Experience, Customer Loyalty

Preview of the Course: Lexden's Customer Experience Management Training Programme
Lexden CX
May 17, 2024
A live preview of Lexden's Customer Experience Management Training programme. A short, informative session where Michael Brandt and Christopher Brooks will give you a taste of:

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Tags: Customer Experience, Management, Marketing

1 Podcast
S4E3 - Intélligence artificielle, mais encore..
CX au quotidien
May 15, 2024
Aujourd'hui, on plonge dans le futur de l'expérience client avec Michael Brandt de CX-EXCELLENCE!

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Tags: Customer Experience, Management, Marketing

3 Speaking Engagements
MEHR ALS GESCHÄFT | Schlüssel zu echten Beziehungen
Succuss
May 13, 2025
Empathy and trust towards staff and customers is not just "nice to have", they are strategic enablers!

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Tags: Customer Experience

From Chaos to Clarity: Finding Harmony Between Personalisation and Simplicity in CX Design
CX Summit 2025, Athens
January 30, 2025
Balancing personalization and simplicity in customer experience

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Tags: AI, Big Data, Customer Experience

You owe your customers an answer!
Futurelab
November 03, 2022

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Tags: Customer Experience, Customer Loyalty

4 Trainings
Interactive Voice of Customer Programmes Workshop
CX-Excellence
October 06, 2022

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Tags: Customer Experience, Customer Loyalty

Interactive Customer Journey Mapping Workshop
CX-Excellence
September 22, 2022
2-day interactive customer journey mapping workshop

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Tags: Customer Experience

Interactive Customer Journey Mapping Workshop
CX-Excellence
September 21, 2022

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Tags: Customer Experience, Customer Loyalty

Customer Journey Mapping
Weventz SIngapore
December 15, 2021
A 2 half-day workshop on Customer Journey Mapping

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Tags: Business Strategy, Customer Experience, Customer Loyalty

3 Visiting Lecturers
Measuring Customer Satisfaction
Zurich University of Applied Sciences - School of Management & Law
October 25, 2024
Guest lecture to CAS Strategic Marketing Students on Measuring Customer Satisfaction

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Tags: Business Strategy, Customer Experience, Customer Loyalty

Service Excellence in B2B
ZHAW School of Management & Law
March 23, 2021
Guest Lecture ZHAW School of Management & Law - "Service Excellence in B2B" (2020, 2021)

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Tags: Business Strategy, Customer Experience, Customer Loyalty

Service Excellence in B2B
ZHAW Zürich School of Management & Law
March 10, 2020
Guest Lecture ZHAW School of Management & Law - "Service Excellence in B2B" (2020, 2021)

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Tags: Business Strategy, Customer Experience, Customer Loyalty

3 Webinars
3 steps to improve your CSAT score
Engati
February 03, 2021
Customer Satisfaction and Complaint Management

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Tags: Customer Experience, Customer Loyalty

B2B CX, the difference from Customer CX
Sandsiv
January 28, 2021
The difference between CX in a B2B and B2C environment

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Tags: Customer Experience, Customer Loyalty

Do companies care about your feedback?
Vantta
February 07, 2020
Discussion about whether customer feedback matters

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Tags: Customer Experience, Customer Loyalty

Thinkers360 Credentials

2 Badges

Radar

Blog

1 Article/Blog
The Case Against Line Authority in CX: Leading Without Command
Thinkers360
April 05, 2025

Should CX Managers have direct line authority? This blog makes the case for influence over control, showing why CX leaders are more impactful when they coach, guide, and empower others rather than manage through hierarchy. Drawing on leadership theory and practical examples, it outlines the skills needed to lead without authority and build a truly customer-centric culture.

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Tags: Coaching, Customer Experience

Opportunities

1 Business Consulting
Customer Experience Strategy & Transformation Consulting

Location: Global -Onsite/ Virtual    Fees: 300 / Hr

Service Type: Service Offered

I help organisations design and embed customer experience strategies that drive sustainable value. With over 25 years of experience in customer-facing operations and global leadership roles, I support companies in aligning CX with business goals, mapping customer journeys, implementing VoC and complaint management programmes, and building internal capabilities through training and leadership development. My approach is pragmatic, culturally sensitive, and tailored to each organisation’s maturity and context, ensuring CX becomes a strategic enabler, not just a function.

I'm available either on-site or remotely. Dates by arrangement.

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