Step behind the scenes of one of the world's most prestigious equestrian events as Event Director Jane Tuckwell reveals the remarkable complexity of managing the Badminton Horse Trials. From its humble beginnings in 1949 as a training opportunity following Britain's poor Olympic showing, to today's spectacular gathering of over 100,000 spectators on cross-country day, this conversation unveils the invisible Customer Experience framework supporting this iconic sporting event.What truly distinguishes Badminton is its masterful balance of evolution and tradition. The 1970s marked a transformation from specialist competition to public spectacle, driven by Royal Family involvement, commercial vision and expanded media coverage. Today, managing modern spectator expectations while maintaining the event's essential character requires constant adaptation, from traffic management systems to sustainability initiatives.  Whether you're a dedicated equestrian enthusiast or someone who manages events or Customer Experience of any scale, this conversation offers invaluable wisdom about creating exceptional experiences. As Jane perfectly summarizes: "Just because something worked for 20 years doesn't mean it'll work for 21."Listen now to discover how this philosophy of continuous improvement helps Badminton remain at the pinnacle of international eventing while never losing sight of what truly matters. https://www.badminton-horse.co.uk/  Georgie Stayches, host of The Art & Heart of CX, brings a human lens to how businesses design Customer Experience (CX). She explores how every little detail impacts how a customer interprets, experiences and recalls a situation - from our senses to the built and natural environments - and how this can impact brand loyalty, word of mouth marketing and revenue.Each episode she invites a special guess from all works of life and industries to share what they consider the art and hear of CX.Want to hear more from Georgie? Her keynote presentations inspire audiences with real-world strategies to elevate CX, understand human behaviour and build lasting audience loyalty. Find out more at georgiestayches.com

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