Why Creativity Is the Missing Link in Customer Experience

In today’s data-driven world, creativity is the true competitive differentiator and the cornerstone of next-level customer experiences. In this episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale sit down with Matt Broekhuizen, Head of Customer Engagement at VCCP,  to explore how iconic brands like LEGO and Sainsbury’s blend tech, data, and creativity to create emotionally resonant customer experiences. Matt shares frameworks for aligning cross-functional teams, building human-centered CRM programmes, and utilising AI to enhance creative excellence, proving that the most successful CX strategies prioritise brand storytelling over technology.

Matt Broekhuizen joined VCCP in 2022 after an impressive 14-year run leading Table19, the independent agency he founded in 2008 to specialise in Loyalty and CRM programmes. With experience spanning global brands such as BlackRock, Investec, Sainsbury’s, Nectar, Blackberry, and Sky, Matt brings a wealth of strategic and creative expertise. At VCCP, he heads the Loyalty & CRM team, overseeing clients including Canon, Sage, Vitality, Fortnum & Mason, LEGO, TfL, and Mark Anthony Group.

Mark Clydesdale is the Head of Strategic Consulting at Tap CXM and a customer-obsessed marketing strategist who turns messy data and competing P&Ls into clear, scalable personalisation. He’s best known for championing relevance and bringing a strategic perspective on the importance of relevance in personalisation. Having worked across sectors from telco and banking to retail and media, Mark bridges the gap between customer insight, decisioning, and real-world execution.

Chantelle Casey is a Senior Solutions Consultant at Tap CXM and a marketing operations and MarTech leader who builds the plumbing that makes personalisation work at scale. She specialises in unified customer views, decisioning, and “next-best-everything” logic. Currently, her focus is on supporting clients in transforming their business to best, optimising their customer experience, improving their agility, and developing better ways of working that are insight-driven and customer-focused.

This episode is brought to you by Tap CXM.


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