Episode
7, S.2

Designing Spa Experiences Guests Will Love (And Come Back For)

Published on
September 23, 2025

In this episode...

In this special episode, we shine a light on our co-host Jozlyn Miller as a featured guest. With over 16 years of experience in spa management operations and client care, she dives into why the client experience is your most powerful revenue driver, what today’s clients expect, and how to turn one-time visits into lifelong relationships. Plus, Jozlyn unpacks the early touch points businesses often miss, strategies for training your team, and reveals simple changes that can make a major impact for your spa right now.

Transcript

0:01 (JOZLYN MILLER) …medspa world. They're like, ‘What kind of memberships can I implement?’ And I'm like, girl, ‘let me tell you.’ There are all types. You could do beauty banks, you could do voucher-based, you could do discounts on services and they just get perks. Or, you could have them come in and have a dedicated membership time that they can come in. There's so many different avenues you can take for memberships. It doesn't have to be that standard type of: you get a massage a month. It could be very creative in how you're approaching it. I think those conversations need to happen more so we can start seeing that revenue boost.

0:34 (DANIEL) Jozlyn Miller knows what it takes to create a five-star client experience, and she spent over 16 years proving it. She started at the front desk of the award-winning Terranea Resort Spa and worked her way up to lead operations, mastering how to keep luxury clients loyal. Now as Boulevard's manager of Education, she teaches businesses how to do the same. In this episode, Jocelyn shares why client experience is your most powerful revenue driver, what today's clients actually expect, and how to deliver service so good that they can't stop talking about it. If you're ready to turn one-time visits into lifelong relationships, this one's for you. 

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1:28 (DANIEL) Thank you so much for joining us today. Joz. You are one of my favorite people in the world, and I'm so excited that we get a chance to talk to you today. So why don't we start out by telling everyone a little bit about yourself and what led you to this industry? 

1:41 (JOZLYN)  I, yeah, I'm 23. 23. What the hell is happening, everyone? Born and raised in Los Angeles, Hawthorne and Inglewood, to be specific. Currently living in Louisiana, Baton Rouge. Shout out, BR. [I’m] working for Boulevard as our Manager of Education, which has been truly a whirlwind. And yeah, I mean, just a lover of traveling and all things luxury and all things client experience, which I know we're gonna get into a little bit later. 

2:12 (DANIEL) Yes. What led you to the industry? 

2:14 (JOZLYN) It's actually kind of an interesting story. I wasn't really led to the industry. I feel like I just plopped into it. I was originally working at a diamond, like an engagement store. And I remember on my lunch break somebody told me that a resort was hiring. They were doing this big hiring fest. And during my lunch break, literally ran down to Palos Verde's in California, did an interview, got hired on the spot, and literally went back to work at the diamond place and gave them my two weeks' notice. And that's literally how it started. I got hired in the spa at a resort and was working front desk and literally fell in love with pretty much all things resort, all things spa, all things luxury [and] wellness. It was just a different type of experience from what I had had with previous jobs, and it just stuck with me.

3:04 (SHANALIE) I can only imagine what went down at that front desk. It's so busy at Terranea. Yeah, there's a lot. I'm sure you have like the best stories, but 

3:12 (JOZLYN) Oh yeah. I can write a book. Yeah,

3:14 (SHANALIE) I'm sure you could. Yeah. So talk about that journey, like, you know, Terranea is known for having really incredible client experience. What was that like learning it pretty much on the job? That was your first go at it. So how did you support that, learn it, all of that? 

3:29 (JOZLYN) So I started at the resort about a year after they opened. So I feel like they were still in the process of learning what they could potentially do. Of course, as you go and have–as we speak to all the owners, you know, that are even on our podcast that we're speaking to–as you go, you're learning and as you go you're creating new processes and what's working. And, you're getting that experience or that understanding from your clients and then bringing that back, refining it, and then trying it again.

So I feel like a lot of my learning was on the spot. And it was like, okay, that didn't work. Here's a suggestion. And even though I wasn't necessarily in management when I first started, I was having those thoughts and those type of conversations on the suggestions that we could do going forward and how we can refine approaches just to make that experience better.

Because, if I'm front desk, I'm front and center. I'm the one that's getting all the good [and] the bad conversation. So you, of course, are trying to do everything to make someone happy. You wanna make sure they're feeling good when they're leaving. Someone comes to a spa because they're stressed, you wanna make sure they're leaving the opposite and not leaving crying or stressed more than what they were when they came in. So those type of conversations and making sure that we're addressing them, you know, in that moment is kind of what made me fall in love with the client experience and refining that. 

4:44 (DANIEL)  You've often said that the client journey starts before they walk through the door. So what do you think are some of those early touchpoints that maybe businesses tend to miss?

4:53 (JOZLYN) Yeah, I think it's really important to make each experience customized in some type of way. I think you can gather information before a client walks into the location, just so that you are able to customize that experience once they get in there. So whether it be you understanding exactly what they're coming in for. 

Well, perfect example. I remember there was a fire. Of course we have fires in LA often. There was a fire that happened and someone lost their home, so they were staying at the resort during that time and getting spa services. But in their intake form, we were able to see exactly why they were there. And it was literally just a one-sentence like, ‘we're trying to get away because we have been affected by the fires’, or something of that sort.

We were able to take that and understand how to approach the conversation as opposed to being really excited, like, ‘Hey, welcome’. It's more like, ‘I'm here to help you.’ Like, you know, more empathy type of approach. And I think with that and those type of experiences and being able to customize it that way, it shows that you really care.

It shows that you're reading, you're understanding why they're coming in, and you're able to kind of customize it to make it feel like you really care about taking care of them, essentially during that time. 

6:08 (SHANALIE) Yeah, that's such an important part. I remember way back when you and I worked on a blog together about some people coming to spas to seek solace. It's not always like, ‘oh, going out in town, need a blowout or any this.’ There might be some real rest and restoration that happening. 

6:26 (JOZLYN) Yeah. I mean, you would have people coming grieving because they just went through a death or it could be anything, literally. And I think that that's part of the wellness experience. You're able to go and kind of let go. I think being able to get massages and facials and just body services in general, it's going to do specific things to you. I'm not sure if you guys had reiki. That's an experience. It really does something to you. So I think that's part of the reason spas are so important, because you are able to go for the fun bachelorette, getaway, but also you're there to get that release of just whatever is going on in you so that you can have a fresh mind. You can start over when you go back into the crazy world, you know? 

7:09 (SHANALIE) Definitely, power of touch. 

7:11 (JOZLYN) Yeah, power of touch. 

7:12 (DANIEL)  So interesting - meeting people where they are because you have no idea what somebody is going through - being able to tap into that. 

7:18 (JOZLYN) That's part of one of the things that I would mention for the beginning, you know, experiences before someone were to come into the location. Being able to get that information is gonna be a plus for the next client, part of that client journey, and making sure it's just A+ across the board, you know? It's the little baby details that will make the whole experience just a ton better for someone. 

7:41 (SHANALIE) So clients today are very sophisticated, right? They know a lot more than they did 10, even 20 years ago. They have everything on social media, and I I think they are really mindful about where they go and where they spend their money. So in 2025, what kind of expectations can we expect from clients, and how do we exceed those? 

8:04 (JOZLYN) Yes. So I think that just where everyone is right now within the world, if there's any extra money being spent on anything that's self-care related, as an owner, I am, one, grateful because I'm like, yeah, you're giving me your monies. I love that. But with that, I'm going to make sure that the experience is elevated just because they are expecting it to be. 

I think that one of the things that we see a lot on social media is talking about different type of experiences that you can do to heighten the overall service that's being provided, whether it be hair spa, medspa. I think everyone is at this level of an elite service needs to be provided. And in addition to that, it also needs to be the client experience is A+. And I think that if one's missing, I mean it can work for you, but it's not going to help with retention in total. 

I think you have to have both in order for someone to say, ‘You know what, I'm gonna come back.’ Because if one's missing, that's what they're gonna remember. You can have A+ service, but have a horrible client experience and I'm still gonna be like,’ No, it's not happening. I'm not going back.’ Or it could be the opposite way around. So I think as an owner, it's something that you wanna focus on–making sure both of those—and they're very different. You wanna make sure that client ex - like of course you have your services that you're providing and with that, that's your skill. That's like studying it and making sure you're perfecting that skill. But with client experience, you should basically give the same attention to that so that you can make sure everybody is on it and giving that luxury experience.

I said experience way too many times…and luxury. 

9:36 (SHANALIE)  I would love to talk a little bit more about when the client experience begins. 'cause I, I think we've all said it. I've heard you up on stage being a speaker at events and all of that good stuff. Can you talk about it really starting before someone comes in? Can you dive deep on that one? 

9:53 (JOZLYN) I know we touched on it a little bit earlier–certain type of intakes or questions to ask beforehand. I think even before that it would definitely be the booking experience. I'm sure everyone that is listening to the podcast has had some type of, you know, online booking experience that's been stellar versus like you're worried if you should even go anymore because it’s too difficult. Or it's just too much, or it's asking for you to log in or it's little things that could turn people off. So I think being able to capture the perfect online booking experience, whether it be them clicking from your social media, [or] whether it be going directly to your website. I think that has to be at a top-notch experience in order for you to then get them in the door and understand what they should expect after, because of the branding that you have and how easy it is.

If you have that, then they'll know that they're gonna essentially be taken care of once they get into your business. I also think that one thing that we always talk about is the type of services you're offering, how you're explaining them, how the descriptions are added. If you have add-ons readily available, if you could choose exactly who you wanna be paired with or if you don't know, how easy it is to find someone, you know? I think all those little details makes the full booking online experience what it needs to be. And if it's done well, it's going to set them up for success on that next step of the client journey. 

11:21 (SHANALIE) There's like nothing more frustrating than, like, I know when I'm scrolling through social media or see something on TV, get an idea in my head and I'm like, ‘I'm gonna book an appointment.’ And if I can't get to that, like. appointment books, I'm not satisfied, you know, that I'm probably not gonna go back to that particular business if it doesn't hit all those points. I hate that about myself, but, I'm not gonna pick up a phone to call someone.

11:44 (JOZLYN)  I'm not either. It’s easier doing everything electronically. You wanna go digital. You wanna be able to make it easy enough to do it digitally and not have to call anybody. So, completely understand that. 

11:55 (SHANALIE) Yeah. If you can Amazon or Uber Eats something super quick. We're very transactional in that way where we wanna get to that empty cart. We made it happen. moving on, ready to go. 

12:07 (JOZLYN) And it's funny you say that because now that I'm thinking about it, yes, you do have the generations, I feel like Millennials, Gen Zs, those are the ones that want that quick Uber Eats,, type of access.

But then you also have the ones that still like to call in to book or that are just used to that experience. So I guess we could say the online booking experience is important, but also your front desk team does need to know if someone does call, give that same experience, and make it so that it's equal or equating to whatever that online booking experience is like.

12:37 (SHANALIE) Yeah. Just as consistent. 

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13:08 (DANIEL) You're very passionate about blending innovation and tradition. What are some smart ways that you've seen businesses use technology to enhance, not replace the human side of services? 

13:20 (JOZLYN) That is a good question. I kind of wanna start off with like the understanding of where I came from to help answer this question. So when I was managing my spa, the experience was a lot different because of the type of programs and systems we were using.

Honestly, when I saw Boulevard, I remember the day I got a demo. I think it was from you Shanalie. I remember thinking, this is the future. This is exactly what people would expect, and I didn't even know it was something that existed. I didn't know how advanced booking solutions and our client booking experience, I didn't know how advanced it could be until I saw Boulevard.

So once I saw it, I was like, yes, a hundred percent. I don't care what I need to do. I don't care what my job title is. I wanna be on y'all crew. But with that, it's opened my eyes to so many different aspects of how we can enhance that experience and make just even the operations easier for owners and front desk team members and service providers.

So, if you aren't using the basics, you're probably struggling or using more time within your day doing manual things than you need to. So, something as simple as the check-in experience. In our spa, for example, we wanted to have that interaction where you are having a face-to-face welcome. But if you can imagine, let's say it's a Saturday. There's a line of 10 people. There's two sections. There's a line of 10 people. That is a worse experience or a not-so-good experience when you're first walking into a spa. Like you hear the tranquil music, but you have to now stand in line with 10 people in front of you, right?

14:58 It's a hot mess. The experience for checking in, self-checking in. For someone to be able to wait and then you take them to an area, or you take them to like a waiting area, so then you can give them that one-on-one time when someone's available. That is what would take it to the next level. And that's exactly something that, for example, Boulevard has where you can do the check-in experience, boop, boop, boop. And then you go on about your day so that you can then get checked in properly, be taken to the lounge, so you can get your locker and all that good stuff.

So I think being able to add the technology portion to it at the beginning. For that check-in for a client definitely helps with the overall experience. And I remember thinking at first when I saw it, and I'm gonna be a hundred percent transparent, I was thinking, you know, Forbes rating wouldn't wouldn't necessarily like this because we were very much trying to get like a five-star Forbes rating at the spa and they want that face-to-face interaction, but they also wanna make sure there's no line. So it's like, how do you do that? How do you make that possible? And with technology, where you're able to have that iPad so that you do the self check-in, that would help. Like you would get that rating basically because of that experience.

16:05 (SHANALIE) Right? 'cause people immediately get the alerts of their clients there. So it's like within seconds, someone's up there handling you.  Yeah, I know what you mean. Sometimes there's this like fine line of, oh, this needs to be technology, or I don't feel looked after. And then, oh, this needs to be human or I don't feel looked after. 

16:24 (JOZLYN) And there's a, there's a balance for sure. You just have to find that balance and find a solution that works for you to help with that, because it needs to be both. If you're gonna be, you know, better than the next one,

16:38 (DANIEL) Day-to-day, you talk to a lot of owners and managers across the industry. What would you say are some of the common mistakes you're seeing when it comes to client experience, and how can our listeners avoid some of those? 

16:49 (JOZLYN) I think that there's a lot of people that think it's gonna be successfully rolled out without necessarily putting a plan in place of making sure that it's executed well.

I think that the expectations are really high for throwing, not even throwing, but rolling out something to a service provider or a front desk person and not giving them that concrete training that goes along with it. Whether it be the experience for upselling a service to someone or experience, or even like upselling a membership to someone. You can say, ‘I have an incentive for you to sell, you know, 10 memberships and you get this bonus.’ But are you teaching them how to do the upsell? Are you showing the value and showing them how to hint at that value? And what would you use for your keywords to make that happen? I think that if you pair every single thing that you're rolling out, that's gonna enhance the client experience in some type of way definitely education needs to be part of that, as well as role-playing in some way to make sure that it's sounding exactly how you want it to sound, because that's gonna be like the golden point. No one is able to just, I mean, there are probably some people that are able to sell to anybody. You know, some people are born with it, but there's a lot that are not born with it.

18:05 It's something you can learn, you know, it's something you could easily pick up if you have that education behind it, if you have that understanding of the value behind it. That's the way to sell it. It's not supposed to be, we always say like a car salesman type of energy. It's supposed to be more of an educational experience, and if I'm educated on something and I see that it's going to enhance the experience after I leave a location then you pretty much have me bought in because I wanna maintain that level of feeling that I'm paying for at that moment, whether it be a massage, a facial, and like the skincare that I'm using after, or a hair service and the type of product I'm putting in my hair after. You're wanting to maintain that and people are spending a lot of money on that.

So you just have to have it come from that educational standpoint in order to get that full experience going. 

18:51 (DANIEL) Yeah. That's so smart. I feel like people are always, business owners or managers are always rolling out new initiatives or incentives without giving people the tools to actually complete those incentives. And then they wonder why it's just not working. It doesn't work at my business. It's not the right thing. 

19:08 (JOZLYN) Right, which it's just, it's the training. You gotta train him on it. Absolutely. Yeah. So I think when you mention, what am I hearing a lot of, I do feel like there are owners that will essentially do that.

It's like, okay, well have you, like, did you train them? Are they even - like a rollout of switching over to Boulevard? It's like, did they look at the videos? Because it's part of a process. Everything's part of the process, and you wanna make sure everyone's feeling comfortable with it. 

19:31 (SHANALIE) Yeah. Education goes hand in hand with anything new. I feel like we gotta remove like this idea of like, we're selling, we're selling, we're selling. I mean, that's what we are doing, fundamentally, but we are actually educating, right? We're teaching people what to do, how to do it. And that comes with even rolling out the initiatives. It's the same thing there. So it's the easiest way to get someone bought in, I think, you know? 

So for like managers and owners listening in that wanna elevate their client experience, how do you approach teaching that? It feels so nuanced. And almost like abstract, right? Like it's very easy to, you know, what I think is good might not be the same for Daniel. So how do you really lay that out for either a new team member, a new manager, somebody who needs to learn this? How could they approach that? 

20:17 (JOZLYN)  That's a good question. I think it depends on - you know your team, right? You know exactly how they learn. As an owner, it's gonna be important to - understand the overall -  like if you're rolling something out, of course you'll wanna make sure you're refining if you are getting feedback from your team. You also know your team and how they learn. So of course that might look different from one group to another, depending on if you're doing it by department, if you're doing it by specific services that are being provided, senior level versus junior level. It could look different for each individual. So I think it's first understanding your team, understanding what they're comfortable with, and then rolling out a process. I did wanna point that out first. 

Now, when it comes to rolling out something different, let's say we're looking at the client experience, of course, and we're looking at implementing how to approach, I'm gonna use add-ons again as an example, how to approach add-ons when you're checking in.

12:09 The first thing I'm gonna do is get my team’s thoughts, kind of like their gears going, right? I wanna know what you think would pair well with this specific service, because, one, that's letting me know if they know the service menu well enough and to see what they would, how they would approach it, and then of course, refine from there.

If they pick something that I wouldn't necessarily, you know, pair with a massage or that facial, then I would say, I'm choosing this because of this reason so that they can, it can be kind of the learning experience, but you get them, you know, thinking first. And then from that I say like, like I said, with the role playing, I think it's important just so you can give different avenues of where a conversation should go and that way they're prepared with pretty much anything that's hit.

12:50 Like whatever the customer says to you or the client says to you, you know exactly how to approach it. And then I also feel like how I mentioned the, you not necessarily wanting that car salesman's experience. You have to teach somebody how to be able to sell and how to have it for, so that value conversation of understanding exactly what's in the products that are gonna be used, the value behind using it every single week versus like coming back once a month to use it.

Those are the kind of conversations you would wanna have with your client and give that experience so that they can then understand that value and be able to say, yeah, this is why I'm gonna choose this add-on. They upsold me on it. The one thing that I did love at our spa is we have amazing rooms.

There were specific rooms. Rooms that overlooked the ocean, rooms that had like saunas and tubs built into it. And we would leave those doors open while people were walking through the hallway so that they could see it. And that, is like, okay, I know that I want that room next time. That is an experience.

22:49 Having a room, I mean, you're gonna get the same exact massage, essentially paying the exact same amount, but you would have to pay more for that room as that add-on. So almost like upselling them on just like walking by, seeing it being like, yes, I want that. So something that you don't even have to train the team on.

It's just like leave the door open so that they can see it when they're done with their service. And those are the little things that you wanna think of as a owner, just to be like, how can I enhance the experience? No matter if it's like coming from an actual staff member or just from the ambiance that's in the actual, you know, spa.

23:23 (SHANALIE) Right. Sometimes just seeing it goes a long way. Like, knowing it's available. 

23:26 (JOZLYN) It's like the senses, like even smelling it, right? If I smell something, I'm like, ‘Ooh, what's that?’ That is gonna be an experience. So yeah, those are the little things to just make sure everything is just A plus. 

23:28 (SHANALIE)  I remember one time when we were still in salon at this time, managing, and there was a client who was checking out and she received like an add-on treatment. She was talking about it as we were checking her out. The client behind her was like, what's that treatment? She was talking about. She hadn't heard of it and it was a missed opportunity and they we're like, you know what, let's book you next time. So we were able to pick it up on the backend, which was great. But yeah, sometimes just like that little exposure that doesn't even have to do with like a, ‘Hey, let me pitch you on this,’ goes a long way.

24:08 (JOZLYN) It's all in the way you present it.

24:10 (SHANALIE)  Totally. Let's talk about some changes someone could make. So, let's say they feel like their client experience has some weak points. What are some simple changes that folks could maybe turn around and implement this week, this month, this year?

24:24 (JOZLYN) I mean, we could start from the beginning. I think always looking at your menu, and you don't have to stick with the same service menu or if you have that base service menu, having those seasonal options, I feel like are always like the little goodies that you can get each quarter, let's say.

So that's something I would always look at, and then I would introduce new products and that would then introduce new product lines to sell for retail that can boost your revenue for that specific quarter. You also want to  make sure that you're looking at as many things digital as possible. So looking at forms and how you're doing intake forms, maybe some charting if you have charting.

25:02 All of that, of course needs to be digital and living within an easy place to access so that you can easily reference back to it. We had a rule that everyone that booked an appointment had to have a note of some sort. And that could be a note of, you know, something that you heard during your conversation on the phone with them or something that you remembered the last time you spoke with them, and you wanna make sure we're picking up that information when they come back in. Something has to have a note. And again, that rolls into that customization or that customizable experience. You are able to use that note when they're checking in, so that they know that we're communicating as an internal team and we care about whatever you're telling us. We wanna know how your dog is doing, or whatever the case may be.

You're like, where's Fluffy? Why is still not here with you today? Whatever the case may be. Having that note is gonna be just that extra step to make sure we're touching every aspect of, that conversation that we had. And then I would also say making sure that you are doing memberships, some type of membership and package or series within your business.

I feel like there are a lot of businesses that the majority of people that speak with are saying like, yeah, I would love to do a membership, but I haven't had the time to look into it. I haven't had the time to roll it out yet. I have to think about it too much when honestly, it's not that much work.

It's not as difficult as people are making it. I think they're a little hesitant with approaching it because they don't necessarily - haven't used it with their older system that they may have been using. And one of the things I love about Boulevard is the ease of our memberships and packages and how you sell them and how it automatically reoccurs.

26:36 Like those are the things where your technology can then pick up the hard work and you don't have to do the manual behind it. So I think that is something, if you're not doing memberships, if you're not doing packages within your business, you definitely wanna tap into that because that's that automated revenue that you're going to be getting every single month.

Even if they don't show up for the month, you're still gonna get, that's kind of bad to say, but you're still gonna get that revenue. It's a very good retention model, and I think it's just underutilized right now. So no matter what the vertical you are in. You can definitely implement some type of membership, and especially package that you're selling to your clients.

27:10 (DANIEL) Yeah, that's some low hanging fruit. 

27:12 (SHANALIE) Totally. Also, it's like a great gift for loyal clients because let's face it, memberships have an enhanced experience. There might be a little perk on add-ons, a small discount, whatever it is. But I'm coming more frequently than I probably would have. So you get to create this VIP client list, almost like through your memberships.

27:36 (JOZLYN) Exactly. I mean, if I get a membership at a spa, I'm going to that specific spot. I'm not going to the one next door. So you have that retention there, you have that loyalty there.

A lot of people like, I don’t know, I would say like medspa world. They're like, ‘What kind of memberships can I implement?’ And I'm like, girl, ‘let me tell you.’ There are all types. You could do beauty banks, you could do voucher-based, you could do discounts on services and they just get perks. Or, you could have them come in and have a dedicated membership time that they can come in. There's so many different avenues you can take for memberships. It doesn't have to be that standard type of: you get a massage a month. It could be very creative in how you're approaching it. I think those conversations need to happen more so we can start seeing that revenue boost.

28:20 (SHANALIE) I love that. I feel like retention's a concern for everyone always, no matter what happening in the world. So that makes it pretty easy. 

28:28 (DANIEL) Well, thank you so much for joining us today, Joz. This has been so much fun. 

28:31 (JOZLYN) Thank you.

28:32 (DANIEL) Do you have any final thoughts or advice for our listeners? 

28:36 (JOZLYN) Final thoughts? Yeah. I would say that if you were not aware that Boulevard had an education team, we are a small but mighty team, all of industry experts. We all come from the industry in some form or facet and we are there for anything that you essentially need when it comes to advanced training opportunities.

If you just need some consulting on specific, you know, what are other businesses doing that are in your field, we love to have those conversations. We've been in your shoes. We understand exactly what you're going through, and those literally, that's like my happy place as well as all the other education managers on the team.

So, if you were not aware of the education team. I did wanna point that out so you know exactly that you have that support here at Boulevard

29:16 (SHANALIE) And how can they find you? 

29:17 (JOZLYN) Yes, you can reach us on our academy site at academy.joinblvd.com and  within that there's a tab for advanced training. So click on that, submit a quick little survey that we take, and we will reach out to you momentarily after that.

29:32 (SHANALIE) Well, thank you so much, Joz. This was so fun getting to pick your brain and talk all things client experience.

29:37 (JOZLYN)  Loved it, loved every moment of it. 

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