The CXPod talks with Mike Robinson on Sustainability, Innovation, and Transforming the Customer Experience

In our latest episode of The CXPod, we sit down with Mike Robinson , a dynamic leader with a career spanning decades in retail and customer-centric innovation. From growing Macy's e-commerce business from $700 million to $7 billion to tackling sustainability in logistics, Mike's journey is one of reinvention and passion. Are you curious about how he's shaping a greener, more efficient customer experience? Read on to discover his insights and actionable advice!

Key Takeaways from Mike Robinson's Journey:

• Sustainability by Design: Mike's latest venture focuses on optimising last-mile delivery to reduce operational and carbon costs without changing consumer behaviour. By coordinating deliveries more intelligently, his team finds innovative ways to cut CO2 emissions while enhancing convenience.
• The Power of Listening: From personal shopping to board-level decision-making, Mike emphasises the importance of understanding your customer's "job to be done" and adapting services accordingly.
• Navigating CX in an Imperfect World: Whether dealing with omnichannel challenges or leveraging AI for personalisation, Mike believes in balancing innovation with a human-centric approach.

Episode Deep Dive with Time Stamps: A Detailed Look at Mike Robinson's Insights

Sustainability Without Sacrifices: Redefining Final-Mile Delivery [04:04–07:48]

Mike Robinson shared an inspiring look at his current work in sustainable logistics, which he calls "sustainability by accident." His team focuses on making final-mile delivery smarter—minimising the stops delivery trucks make while still meeting customer expectations. The outcome? Significant carbon reductions and operational savings without disrupting consumer habits.

"What if we could synchronise and coordinate deliveries better?" Mike asked as he explained how the current fragmented system creates waste. By consolidating deliveries and leveraging technology to streamline operations, his team is reducing emissions and delivering a better customer experience. "Every missed stop is hundreds of grams of CO2 saved," he noted, highlighting how this innovation benefits both the planet and the bottom line.

What Makes Great CX? It's About Understanding the Customer's 'Why' [13:40–16:22]

When asked to define customer experience, Mike's response was refreshingly simple yet profound: it's about understanding why the customer is here today. He drew on a memorable personal story of a department store sales person who asked just four insightful questions before delivering a tailored and effortless experience. "It was like he could see into my needs before I fully articulated them," Mike said.

This anecdote served as a larger metaphor for what businesses should aim to do in CX: ask the right questions, reduce friction, and make customers feel seen. Mike pointed out how this approach translates to digital spaces as well. For instance, he explained how, while powerful, data-driven personalisation still needs the nuance of human intuition and the ability to engage with the customer's needs truly.

Data: The Double-Edged Sword of Modern CX [18:47–23:24]

Mike acknowledged that data is at the core of personalisation and customer understanding but comes with challenges. The loss of cookies, rising concerns over privacy, and inconsistent data quality can complicate how businesses deliver tailored experiences. Yet, these challenges are also opportunities.

"I'm a dinosaur in that I'll share all my data just to see what comes back—but not everyone feels that way," he quipped, underlining the importance of transparency in the data-value exchange. Companies must focus on building trust and loyalty, using programs like Amazon Prime or tailored offerings that provide tangible benefits in exchange for data. "The key is to show customers the value of what you're offering in return for their information," he advised.

The Overlooked Element: Employee Experience [48:06–49:50]

While companies strive to create standout customer experiences, Mike reminded us of a critical factor that often gets sidelined: the employee experience. "Employees are the face of your brand," he said, "and how you treat them reflects directly on your customers."

He shared his candid observations from the retail world, noting that while retail champions the mantra of "the customer is king," employees often don't receive the same level of care. From livable wages to manageable workloads, businesses must treat employees as vital to their ecosystem. "If employees feel valued, they'll naturally become positive ambassadors for the brand. Otherwise, they're more likely to detract," he warned.

Innovating Beyond the Norm: Lessons from Sports and Retail [19:34–20:27; 52:22–52:37]

Mike's storytelling truly came alive when he discussed how customer experience could break traditional moulds. He highlighted the innovative CX design of a new NBA stadium built by Steve Ballmer. From doubling the number of toilets to implementing seat sensors that measure noise levels (not conversations), every detail was engineered to remove friction and enhance the fan experience.

Mike contrasted this with his experiences in retail, where innovation often follows rather than leads. "Retail is a copycat industry," he said. "But there's so much opportunity to be the first to redefine an experience." Using Apple stores as an example, he illustrated how one brand's bold move to reimagine CX raised the standard for the entire industry.

Voice of the Customer: A Critical but Flawed Tool [39:36–43:23]

While Mike believes in the value of Voice of the Customer (VOC) programs, he's quick to caution against over-reliance on them. "It's a valuable input, but not the only one," he said. Sharing a practice from his time at Macy's, Mike explained how he reviewed customer complaints monthly and even called customers directly. This hands-on approach revealed patterns and pain points that traditional VOC tools often miss.

Mike also highlighted the importance of immediacy in customer feedback. "There's a big difference between capturing feedback at the moment of the experience versus days later," he said, applauding methods like on-the-spot satisfaction buttons that collect real-time sentiment. However, he also emphasised combining VOC insights with broader data and context for a fuller picture.

The Future of CX: Personal, Sustainable, and Memorable [26:00–28:52]

Wrapping up, Mike shared his hope for a future where companies focus on creating unique, memorable experiences tailored to their customers. He believes the next wave of innovation will require businesses to think beyond omnichannel strategies and personalisation as we know it. Instead, it's about striking the perfect balance between human intuition, smart data use, and sustainability.

"It's not about doing what everyone else is doing; it's about understanding your customer and creating something truly memorable," he concluded.

Wrapping Up

Mike Robinson's insights are a masterclass in evolving CX to meet modern challenges. Whether it's sustainability, data privacy, or employee engagement, his reflections inspire industry leaders.

Until Next Time

Catch the full conversation with Mike Robinson here

Our special thanks go to our sponsor, Netigate, a European CX management platform that helps you gather and analyse customer feedback in real time, driving improvements and boosting KPIs.

If you have any questions or are interested in hosting a CXPod Live session at your company, contact Merete Medle Medle Joanna Carr CXAD (dip) directly on LinkedIn.

Sending CX hugs, Your hosts, Joanna Carr & Merete Medle