Welcome back to another episode of All Things Considered CX!

In today’s conversation, Bob Azman sits down with Nick Bond, founder of Apex, to dive deep into the evolving world of customer experience, behavioral science, and the impact of AI on business.

Nick shares his journey from traditional research and marketing roles to launching Apex, a company on the forefront of using data and motivation science to truly understand what drives customer decisions—and what it takes to move the needle on customer engagement and lifetime value.

Together, Bob and Nick break down the shortcomings of metrics like NPS, the resurgence of customer lifetime value, and why understanding customer emotion is key to delivering experiences that inspire action—whether you’re in B2C or B2B. From uncovering the power of “joy” in even the most unexpected places, to activating insights from your company’s untapped data, this episode is packed with eye-opening insights on how to create value for customers and, just as importantly, get value from them.

Ready to challenge old assumptions about customer engagement and discover how AI can fuel both better service and smarter growth? Let’s jump in!