In this episode of The CX & Culture Connection, Matt Egol is joined by Martha Brooke, CCXP — Chief Customer Experience Analyst at Interaction Metrics and a long-standing leader within the CXPA community.Their conversation explores how organizations can elevate customer listening by combining scientific rigor with a more human-centered understanding of B2B relationships. Martha discusses why objectivity matters, how to design research that actually advances decision-making, and the role emotions play in shaping meaningful experiences.The discussion covers:Why B2B experience is fundamentally different from consumer CXHow to define a clear learning agenda before designing a surveyThe value of neutral questions and unbiased research methodsHow AI can enhance (but not replace) thoughtful survey designThe importance of observing real interactions to understand emotionWays to bring customer listening and employee behavior programs closer togetherThe opportunity for HR and CX leaders to align around culture, capability-building, and experience deliveryThroughout the episode, Matt and Martha reflect on the growing need for integrated insight systems that close the gap between customer signals and organizational action — especially as AI, digital conversations, and ethnographic methods converge.This episode offers a grounded view of how leaders can modernize their listening programs while keeping rigor, neutrality, and human understanding at the center.📌Podcast Website: https://www.cxandcultureconnection.com📌Linkedin Personal: https://www.linkedin.com/in/matthewegol/📌Linkedin Business: https://www.linkedin.com/company/journeysparkconsulting/📌Website: https://www.journeysparkconsulting.com/📌Facebook: https://www.facebook.com/profile.php?id=100094736604400📌Spotify: https://open.spotify.com/show/2OKVpTrPgHPnSw2WeZWJpM📌Amazon Podcast: https://music.amazon.com/podcasts/75160650-c68a-4fa8-9ddc-3429d94bd02e/the-cx-and-culture-connection-podcast-with-host-matt-egol-of-journeyspark-consultants📌Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy9lNjJiZGM5OC9wb2RjYXN0L3Jzcw📌IHeartRadio: https://www.iheart.com/podcast/269-the-cx-and-culture-connect-120241285/📌RadioPublic: https://radiopublic.com/the-cx-and-culture-connection-pod-Ww1eeXMore about Matt Egol and JourneySpark Consulting:Matthew Egol, Host, Founder and Chief Executive Officer of JourneySpark ConsultingA partner at PwC Strategy for more than 15 years, Matt is a recognized thought leader in the experience management space. Matt has worked across a broad set of industries, from retail to consumer goods to healthcare to financial services to technology to industrials. Matt helps companies enhance their organizational effectiveness and build capabilities that fuse human-centered design with analytics, evolving their culture to be more customer-driven.Matt is a regular speaker and author on customer experience, enterprise agility, and culture topics. He has authored more than 25 articles in leading publications and is a subject matter expert with MMA Global. Matt graduated magna cum laude from Dartmouth and received his MBA from Columbia, where he received the Abe Shuchman Memorial Award in marketing.Matt launched JourneySpark Consulting to work closely with CX leaders to help shape their vision, build and develop their teams, and evolve their cultures.#cx #culture #marketing #business #trends #customer #strategy #journeyspark