SA Digital Marketing Podcast · Show notes

Connecting the dots: The art and strategy of CX

24 June 2026 · 24 min · with Charné Munien, Strategy Director, RogerWilco

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What this episode is about

Charné Munien has spent her career connecting the dots between specialisations — from social media and CRM to creative agencies to VML, before landing at RogerWilco as Strategy Director. She describes herself as an "expert generalist," someone who has to speak the language of the paid media buyer, the copywriter, and the data analyst, and get them all pulling in the same direction. Earlier this year, RogerWilco published its seventh annual CX report, and that's really the jumping-off point for this conversation. We dig into what customer experience actually means when you strip away the jargon, why so many marketers misunderstand it, and — crucially — where a solo or lean marketer can start without a massive budget or a dedicated CX team.

Three things we took away

• CX is the full ecosystem, not your channel strategy. Looking at paid media, creative, or content in silos is the enemy of good CX. What you promise, what you can actually deliver, and how technology integrates to build a seamless journey — they're all one thing. And one poor interaction is far more memorable than ten positive ones, which is why mapping the full picture matters more than optimising any single touchpoint.
• "Bothism" is the answer to the human-vs-digital debate. The RogerWilco CX report found that human interaction is still what customers crave most — but digital is what makes those human experiences scalable. The brands getting it right aren't choosing between empathy and efficiency: they're using personalisation, localisation, and cultural understanding to make mass interactions feel individual. It's not either/or. It's both.
• Start with your data, then get curious. CX transformation doesn't require a massive budget — it starts with the data you already have. Visualise it, find where your most valuable segments are about to drop off, and ask why. The process Charné describes is: identify the challenge, form a hypothesis, test a solution, and if it works, scale it. Being proactive rather than reactive is where a CX mindset starts to pay off.

Our guest: Charné Munien, Strategy Director at RogerWilco. Connect with Charné on LinkedIn.