On Dec 14th 2024 dr. Zanna van der Aa was again invited as a guest lecturer in professor Dan Cable's MBA at London Business School.
The topic Dan asked her to speak about was the power of purpose. Zanna has worked with many organisations and her vision on CX transformation consists of combining three pillars: customers, employees and purpose.
Her approach makes the often complex and abstracts topics like purpose really tangible, measurable and a lot of fun to work with and make it part of the daily work of employees that feels more meaningful.
She starts by explaining how the 3 pillars are connected and then walks through each pillar to explain how the human needs of customers are the fas...