Marketing makes the promise. But when the product, delivery or service fails to live up to it, CX inherits the consequences.

In this episode, Anya Kelly and Guillaume Luccisano are joined by Aleni Mackarey, Vice President of Client Success at Base Beauty Creative Agency. Across more than a decade in beauty and wellness marketing, Aleni has worked in project management, agency marketing, operations and client success - including serving as Chief Operating Officer.

Together, they explore why customers don’t experience marketing, ecommerce and support as separate departments. They experience one brand—and every campaign, product page, email, review and support interaction either builds trust or erodes it.

The conversation covers how customer feedback can shape products and campaigns, what brands can learn from TikTok and Reddit, creating reviews and UGC without making the relationship feel transactional, and how AI can support customer listening without replacing human judgment.

They also discuss why difficult conversations often build stronger relationships, the value of curiosity when receiving negative feedback and what it really takes for a brand to keep the promises it makes.

Watch this episode on YouTube: https://youtu.be/f8dlATwaykE?si=hD4f8nCsLBLg84Ml

Subscribe to the podcast via email on our website, and get new episodes delivered directly to your inbox: https://yuma.ai/cx-after-hours

Follow the hosts:

Guillaume Luccisano: https://www.linkedin.com/in/guillaumeluccisano/

Anya Kelly: https://www.linkedin.com/in/anya-kelly/

Follow this episode’s guest, Aleni Mackarey: https://www.linkedin.com/in/alenimackarey/

CX After Hours is the podcast for CX leaders and operators in retail and ecommerce who are in the trenches scaling customer experience to drive real growth. Powered by Yuma AI, the show goes beyond polished talking points to explore the trade-offs, pressure, and decisions that shape whether customers come back, spend more, and stay loyal.

Learn more about Yuma AI: https://yuma.ai/