Picture the scene: the boardroom is tense. Growth has slowed, Wall Street is restless, and the CFO leans in with a single, cutting question:

“If customer loyalty is as strong as you say, why did 100 million households stop paying for Netflix?”

Silence. The dashboards still show healthy NPS scores. The satisfaction charts are green. But the market tells a different story. Loyalty isn’t infinite. It stretches—until one day it snaps.

That is the moment I call the Elasticity Gap: the hidden distance between what leaders believe customers will endure and what customers are truly willing to tolerate.

Netflix discovered it painfully in 2022—and then re-engineered its resilience in ways every executive should study. In my new essay, How Netflix Re-Engineered Resilience: The Elasticity Gap, I explore what boards and senior leaders must learn from Netflix’s rebound, and how CX becomes the first and truest stress test of organizational resilience.

Because in the elastic future of CX, the question isn’t “How far can we stretch?”

It’s “Do we have the capability to rebound?”

Imagine, for a moment, that every customer touchpoint had a stock price. Each time a customer engaged with your brand, visiting your website, speaking to an agent, opening an invoice, returning a product, that interaction would be listed on a market board with a visible valuation. The price would reflect not just how customers felt about that moment, but how much it was actually worth in financial terms.

This is the metaphor at the heart of Experience Market Value (EMV). EMV treats experiences not as abstract sentiments but as financial assets. It borrows from the language of equity markets, where value is constantly reassessed based on performance, risk, and future expectations. Just as investors rebalance portfolios to maximize returns, organizations could rebalance their investments across customer journeys to maximize economic impact.

In this podcast Patrick Burggraaf unpacks how to bring CX discipline where there has been vagueness.

Tune in to learn what it really means to make CX elastic—and how you can do the same.

Today, AI agents like ChatGPT and Perplexity are displacing websites, apps, and traditional touchpoints as the first stop in the customer journey. Many organizations are once again late, over-invested in legacy channels and underprepared for AI-native orchestration.

This podcast examines the historical pattern of interface disruption, diagnoses the organisational lag through the lens of ambidexterity, and argues that CX is not obsolete but must evolve. Drawing on the framework from The Elastic Future of CX (Burggraaf, 2025), this podcast positions Customer Experience as the enduring growth engine, if organizations learn to design, expose, and measure CX across new, AI-mediated environments.

Tune in to learn what it really means to make CX elastic—and how you can do the same.

When the world shut down, Airbnb didn’t just survive—it reinvented customer experience as a strategic growth engine. In this episode of The Elastic Future of CX, I unpack how Airbnb pulled the right CX levers—like expectation clarity, effort reduction, and emotional connection—to stretch customer value without breaking the business. I also dive into how their transformation maps to the CX Elasticity Index (CXEI), revealing how great experience design can drive measurable outcomes: CLV, retention, advocacy, and operational efficiency.

Tune in to learn what it really means to make CX elastic—and how you can do the same.

In this episode, Patrick explores why Customer Experience (CX), despite years of promise, still struggles to prove its business value—especially during times of economic pressure. From overreliance on vanity metrics like NPS to the siloed execution of CX initiatives, we unpack the core reasons why CX is often first on the chopping block. Patrick introduces the concept of Elastic CX—a more resilient, financially grounded, and adaptable approach to experience design that aligns with strategic priorities and proves ROI.

- Why CX budgets get cut

- What Elastic CX really means

- How to reposition CX as a business-critical growth lever

For CX leaders, marketers, and strategists looking to future-proof their impact, this episode is a must-listen.

CX promised the world, but why is it always first on the chopping block? In this launch episode, Patrick Burggraaf unveils the core of his breakthrough framework: The Elastic Future of CX. From the myth of universal CX value to the power of experience elasticity, this episode challenges legacy thinking and introduces a bold, financially grounded framework to move CX from sentiment to strategy.

In this episode, you’ll discover:

- Why traditional CX metrics don’t hold up in the boardroom

- What 'Elastic CX' really means and how to find your most profitable experience levers

- How to identify high-elasticity CX levers that stretch revenue and reduce cost

- How Airbnb rebuilt its business model by redesigning trust and simplicity

- What every C-level leader must do now to embed CX as a core growth engine

If you’re a CMO, CCO, CFO , senior leader or simply tired of defending experience with soft sentiment data, this episode gives you a language and model for financially credible CX.