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 BioTina 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 TakeawaysFix root causes, not symptoms: Sustainable CX impact comes from addressing systemic design flaws, not surface-level issues.AI in healthcare needs humans: Technology should enhance, not replace, human care, especially in regulated, high-stakes industries.Customer voice is the strongest lever: Bringing real customer stories into leadership discussions drives alignment and urgency.KPIs must match behavior: Incentives shape culture, customer goals only work when bonuses, priorities, and structures reinforce them.Consistency beats perfection: True CX excellence lies in reliability, authenticity, and operational follow-through.Episode Chapters00:00 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 thoughtsLinkedIn ProfilesFollow Tina Lilje: Follow Jochem van der Veer (TheyDo):

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