In a recent LinkedIn post, Adrian Swinscoe explores the concept of “orchestrated serendipity” and its potential to significantly improve customer conversion rates, citing a remarkable 15% improvement achieved by one brand. Swinscoe details a conversation with Gregg Johnson, CEO of Invoca, during the latest episode of the Punk CX podcast. The discussion delved into critical issues facing modern customer experience (CX), particularly how the buying experience falters when customers most need assistance.
The Broken Buying Experience and the Trust Deficit
Swinscoe highlights that a core theme of the podcast episode was the broken nature of the buying experience precisely at the point where customers require support. This often leads to frustration and lost opportunities. According to Swinscoe, the conversation emphasized the growing importance of trust as a key competitive differentiator in today’s market.
“This was a key stat that came out of the latest episode of the Punk CX podcast, which just went live and features a chat I recently had with Gregg Johnson, CEO of Invoca, a leading revenue execution platform, whilst we were both at the Adobe Summit in Las Vegas.”
The podcast episode, as described by Swinscoe, also touched upon the rise of proprietary Large Language Models (SLMs) and the strategies brands can employ to build customer trust. A significant point of discussion was recent research revealing a stark disconnect between marketers’ and consumers’ perceptions of AI’s impact on the buying experience.
Marketers vs. Consumers: The AI Perception Gap
Adrian Swinscoe points out the intriguing findings from research discussed on the podcast, where a vast majority of marketers (86%) believe AI enhances the buying journey, yet a considerably smaller percentage of consumers (35%) share this optimistic view. This disparity underscores a critical challenge for brands leveraging AI in their customer interactions.
“We talk about why the buying experience is broken at the exact moment customers need help most, why trust is the competitive moat, whether we will see more and more brands develop their own specific SLMs, what brands should be doing to build up trust with customers and their recent research which finds that while 86% of marketers believe AI improves the buying experience, only 35% of consumers agree and which brands are getting it right.”
Swinscoe frames this as a crucial area for brands to address, suggesting that understanding and bridging this perception gap is vital for successful AI adoption in CX. The conversation also aimed to identify brands that are effectively navigating these challenges.
Defining ‘Orchestrated Serendipity’ in Practice
A key takeaway from Swinscoe’s post is the practical application of “orchestrated serendipity.” While the term might sound abstract, Swinscoe indicates that the podcast episode provided concrete examples of how this can be achieved. He shared a clip from the episode where Gregg Johnson elaborates on how this concept translates into real-world customer interactions.
“Check out this clip from the episode where Gregg talks about how orchestrated serendipity would work in practice.”
The full podcast episode, featuring the discussion between Swinscoe and Johnson, is now available on major platforms like iTunes and Spotify. Swinscoe encourages readers to listen to the complete conversation for deeper insights into these evolving aspects of customer experience and revenue execution.
As Adrian Swinscoe concludes, the exploration of these topics offers valuable perspectives for businesses aiming to enhance their customer journeys and build stronger, trust-based relationships in an increasingly complex market.
📝 About This Content
This article is based on insights shared by Adrian Swinscoe on LinkedIn.
📅 Originally posted on May 14, 2026 | View original post on LinkedIn →