CX Pulse Check - November 2025 Experience Action podcast

Content provided by Jeannie Walters, CCXP, Jeannie Walters, and CCXP. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Jeannie Walters, CCXP, Jeannie Walters, and CCXP or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

Experience Action »
CX Pulse Check - November 2025

3d ago 27:48

MP3•Episode home

Want customers to talk about your brand without being asked? In this CX Pulse Check, we bring on Brooke Sellas, founder of B Squared Media and a leader in social customer care, to unpack how emotion—not content volume—creates durable connection, retention, and revenue. Together we push past vanity metrics and dig into signals that actually matter: the unsolicited thank-yous, the screenshots, the stitches, and the small moments of care customers can’t help but share.
Our conversation moves from principle to practice. We map out how to define success for customers and for the business, then build joy loops that reward participation and make advocacy feel like a feature. We talk candidly about creator care—how high-velocity social teams face relentless expectations and why, in the age of AI, creative risk is the differentiator. We also look inside modern support: when bots deflect FAQs, humans inherit the complex, emotional problems.
We also break down Salesforce’s decision to replace a lightly used help search with AI and the community backlash that followed. The lesson is clear: internal metrics don’t equal external sentiment. Listening publicly, restoring a dedicated search capability, and co-creating with power users can turn friction into fuel.

If you care about customer experience, social strategy, or contact center leadership, you’ll leave with insights for measuring emotion, protecting the people who power your brand, and taking smart risks that cut through AI’s sea of sameness.
If this resonates, follow the show, share it with a teammate, and leave a quick review.
About Brooke Sellas:
Brooke Sellas is shaping the future of digital marketing one conversation at a time. As an award-winning CEO, she leads B Squared Media, a boutique agency redefining 'social care' for brands like Brother International, Miele, and BCU. You can dive into her insights through her book Conversations That Connect, her thought leadership on CMSWire, or her expert-led courses—among them, three digital marketing courses at the University of California, Irvine (one focused on AI & Marketing) and a LinkedIn Learning course on Social Care.
Learn More About B Squared Media at https://bsquared.media/
Follow Brooke on...
LinkedIn: https://www.linkedin.com/in/brookebsellas/
YouTube: https://www.youtube.com/@HelloBSquared/podcasts
Articles Mentioned:
- To Set Your Brand Apart, Create Moments of Shareable Joy (Harvard Business Review) -- https://hbr.org/2025/09/to-set-your-brand-apart-create-moments-of-shareable-joy
- Duolingo’s Departing Social Media Manager Talks Virality, Anxiety and Mental Health (The Wall Street Journal) -- https://www.wsj.com/articles/duolingos-departing-social-media-manager-talks-virality-anxiety-and-mental-health-63d36f40
- Salesforce Responds to User Backlash Over Replacing Help Search with Agentforce (CX Today) -- https://www.cxtoday.com/crm/salesforce-responds-to-user-backlash-over-replacing-help-search-with-agentforce/

Want to ask a question? Visit askjeannie.vip to leave Jeannie a voicemail! (And don't forget to follow Jeannie on LinkedIn! www.linkedin.com/in/jeanniewalters/)

Chapters

1. CX Pulse Check Kickoff (00:00:00)

2. Meet Brooke Sellas (00:00:28)

3. Social Customer Care Defined (00:01:06)

4. Craving Human Connection Amid AI (00:02:31)

5. HBR’s Shareable Joy Insight (00:02:37)

6. Measuring Joy And Connection (00:05:52)

7. Risk, Creativity, And AI Sameness (00:07:47)

8. Duolingo, Virality, And Creator Care (00:09:33)

9. Automation’s Impact On Support Roles (00:13:24)

10. Experiments, KPIs, And Realistic Wins (00:17:36)

11. Data Versus Sentiment At Salesforce (00:20:30)

12. Power Users, Co‑Creation, And Community (00:24:00)

13. Wrap Up And Listener CTA (00:26:05)

141 episodes

#Business #Marketing #Jeannie Walters, CCXP #CCXP #Jeannie Walters #Customer Experience #Customer Service #Customer Support #Company Culture #Employee Experience #Cx Leader #Leadership #Sales #MBA #B2B #B2C