Why most brands build chatbots backwards - Interview with Sophie Cheng of Sinch
- E553
- 36:59
- September 3rd 2025
Today’s episode of the Punk CX podcast is with Sophie Cheng, the Senior Vice President of Product Marketing at Sinch, the global CPaaS (Communications Platform as a Service) provider. Sophie joins me today to talk about why most brands build chatbots backwards, why success hinges on journey-led design, not tech-first thinking, how to design real conversational experiences and key pitfalls to avoid with AI assistants.
This interview follows on from my recent interview – The value of hyperpersonalization and the state of CX – Interview with Greg Kihlström of The Agile Brand – and is number 553 in the series of interviews with authors and business leaders who are doing great things, providing valuable insights, helping businesses innovate and delivering great service and experience to both their customers and their employees.
Punk CX: Customer Experience Insights with Adrian Swinscoe
Adrian Swinscoe discusses customer experience and strategy with industry leaders in this engaging series about how to deliver a standout customer experience and service.
Topics covered in the interviews include customer service, customer experience, customer engagement, employee experience, employee engagement, technology, adaptable and responsive organizations, digital transformation, high-performing teams, how to best leverage artificial intelligence to drive better outcomes, other new technologies and related issues.
Essentially, Adrian is looking for practical clues and insights that will help you build a business that both customers and employees love.