260: All Business Is Personal: Joseph Michelli on Human-Centered CX, AI, and the Future of Customer Experience

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In this episode of Navigating the Customer Experience, we welcome back Joseph Michelli, a certified customer experience professional, New York Times and Wall Street Journal #1 bestselling author, and internationally sought-after keynote speaker. Known for his books on iconic brands such as The Ritz-Carlton, Mercedes-Benz, Starbucks, Zappos, and Airbnb, Joseph brings decades of insight on how leaders and frontline teams can elevate human experiences.

We dive into his latest book, All Business Is Personal: One Medical’s Human-Centered, Technology-Powered Approach to Customer Engagement. Joseph highlights how One Medical—now part of Amazon—revolutionized healthcare delivery by combining AI and digital convenience with deeply personal human connections. He explains how technology can remove inefficiencies, like long waits and scheduling frustrations, while still keeping care human-centered. His insights underscore the importance of balancing automation with empathy—especially as industries increasingly adopt AI.

On the topic of patient comfort with digital healthcare, Joseph notes the learning curve. While technology can enhance convenience, it must never replace the human connection where it matters most. He shares examples of how One Medical redesigned workflows so patients were seen promptly, providers spent less time on charts, and the overall experience felt more personal, not less. The takeaway: technology should enable more meaningful human interactions, not eliminate them.

Looking ahead to 2026, Joseph outlines three key priorities for CX leaders:

1. AI-readiness – Organizations must understand how AI is influencing customer interactions and ensure their brand is positioned effectively in AI-driven recommendations.
2. Convenience and hyper-personalization – Customers expect seamless, tailored experiences; tone-deaf or generic messaging erodes loyalty.
3. Human-empowered service – Well-trained, emotionally intelligent employees remain essential for delivering authentic, personalized experiences.

Joseph also shares exciting news: the launch of a fully online Master’s Degree in Customer Experience at Campbellsville University. This program equips professionals with academic and practical tools—from persona-based journey mapping to ecosystem design—to advance CX as a business-driving discipline.

When discussing the core competencies for CX representatives, Joseph emphasizes emotional intelligence as the foundation. Empathy, self-awareness, managing emotions, and understanding what customers should feel in every interaction are crucial across all industries. Leaders, meanwhile, must also master influence, persistence, vision, and the ability to deliver measurable business outcomes.

Joseph closes with a guiding philosophy he leans on during challenges: “Service serves us.” By focusing on creating value for others, we in turn are enriched. Yet he also reminds us that service must be balanced with self-respect—serving up to the point where we are valued, not devalued.

This rich conversation covers Joseph’s career journey, the evolving role of AI, the future of CX leadership, and the enduring importance of empathy in business. Don’t miss this chance to learn from one of the leading voices in customer experience.

Links Mentioned:

• All Business Is Personal: One Medical’s Human-Centered, Technology-Powered Approach to Customer Engagement by Joseph A. Michelli
• Campbellsville University’s Master of Science in Customer Experience program
• Free guide: The ABC’s of a Fantastic Customer Experience

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