DESCRIPTION In this extended Q&A following his GOTO Copenhagen 2025 keynote, Ken Hughes — "The King of Customer Experience" — tackles the questions every business avoids asking honestly. He argues that employee experience always comes first: you cannot ask people to deliver extraordinary customer moments unless they themselves feel seen, empowered, and purposeful at work. On ROI, he challenges the entire premise, proposing a shift from "Return on Investment" to "Desire to Invest" — because measuring caring with a ledger is the behavior of, as he puts it, a toxic psychopath. The real unlock, he insists, is placing the user genuinely at the centre — not as a metric, but as a human being who deserves to feel like the only person in the room.
The conversation turns to AI's role in making this scalable, and here Hughes lands his most forward-looking point: the era of having to choose between serving the masses and making an individual feel special is ending. AI will enable what he calls "scaled personalization" — the ability to make every customer their own blue dot simultaneously, the way a personalized Minecraft lesson teaches area and perimeter to an 8-year-old who wasn't getting it in a classroom. The session closes with a striking reminder: the brands people remember aren't the ones with the slickest products — they're the ones that made them feel genuinely seen. A nurse. A fishing magazine. Five dollars. That's the bar.
Read the full abstract here: https://gotocph.com/2025/sessions/3778
RECOMMENDED BOOKS Ken Hughes • Taylormaking • https://amzn.to/3WOEgd9 Robert Waldinger & Marc Schulz • The Good Life • https://amzn.to/4orelUS
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