After more than 20 years at Philips, Tina Lilje knows what it takes to make customer experience more than a metric. As former Global Head of Customer Experience, she built a CX strategy across 100+ countries and 75,000 employees—connecting the dots between service, design, and leadership.
In this episode, Tina and TheyDo’s Jochem van der Veer explore how healthcare is embracing AI without losing its human touch. From fixing design flaws that cost millions to turning executives into customer sponsors, Tina shares why the most successful CX strategies start with root causes, not dashboards—and why humans will always be healthcare’s most valuable premium.
Guest Bio
Tina Lilje is the former Global Head of Customer Experience at Philips, where she led the company’s global CX transformation across healthcare and B2B markets. Over two decades, she moved from marketing and M&A to executive CX leadership, designing a customer-first strategy spanning more than 100 countries. Known for operationalizing CX and aligning global teams around root-cause improvement, Tina now advises organizations on embedding customer-centric thinking that actually sticks.
Key Takeaways
Episode Chapters
00:00 Welcome and introduction
03:00 Why humans are a premium in healthcare’s AI era
06:00 Balancing innovation with regulation in clinical settings
09:50 How small CX fixes drive major impact
14:30 Discovering the “detector” moment: fixing root causes
18:00 Turning CX from a program into a lasting function
25:00 Finding mentors and building CX leadership credibility
33:00 Creating partnerships, not transactions, with customers
41:00 Why NPS failed and what replaced it
48:20 Embedding CX across functions and KPIs
52:00 Aligning around customer realities, not silos
56:00 Incentives, ownership, and the human factor
01:04:00 When to go “all in” on CX, and when not to
01:06:30 Tina’s next chapter and closing thoughts
LinkedIn Profiles
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