Aarron Spinley on CX's $10 trillion blind spot

Episode notes

Service failure costs businesses over $10 trillion globally, yet most organizations are still relying on shortcuts, surface-level metrics, and technology-led assumptions to manage their customers. As they scale, many lose sight of what a customer base actually is, how it behaves, and what truly drives long-term value. In this episode of In Other Words, host Jason Hemingway sits down with Aarron Spinley, co-founder of the Field Bell Institute and author of The Customering Method, to challenge some of the most widely accepted ideas in CX, marketing, and growth. From the questionable science behind NPS to the way marketing automation quietly degrades customer value, Aarron explains how most CX strategies end up oriented to channels and messaging KPIs rather than genuine customer need. He lays out what changes when you treat a customer base as an asset governed by the same principles of scientific management and quality systems that apply to every other asset a business owns.