LinkedIn Content Strategy for Customer Experience Strategists | Netwarm
LinkedIn playbook · Case study
LinkedIn content strategy for customer experience strategists: how a Dallas CX strategist found 42 founders and business owners among 600 people in three weeks
We read every reaction on 17 posts from a Dallas customer experience strategist and author who advises founders on experience design. 600 people, 42 founders and business owners. Here is what brings buyers, what brings peers, and the 5 posts we’d publish next.
Max Sawyer · Netwarm··13 min read
The creator in this case studyA Dallas customer experience strategist and author who advises founders and CEOs
Followers12,145
Posts~5 a week
SellsAdvisory for founders and CEOs on experience design as a P&L lever, The Experience Playbook (a 12-module CX system), keynotes, and Recreox, an invitation-only retreat for founders
PeriodOct 13 – Nov 4
Ideal client: Founders and CEOs of growing businesses who believe their customer experience is better than their customers say it is, and want it treated as a profit lever rather than a support task.The challenge: The CX strategist builds everything on one gap: 80% of companies believe they deliver a superior experience, and only 8% of their customers agree. LinkedIn has its own version of that gap. The posts are read across the world, by 12,000 followers, and most of the people who react are employees, technicians and peers. The question is whether the founders who hire an experience architect are in the room, and which posts bring them.
These numbers are from 4 November. Your audience has already moved.
New founders and business owners turn Hot every week and others go quiet. Run your free scan to see today’s version, with the names.
42 founders and business owners among 600 people.They were 7% of the people who reacted in three weeks. 58 were consultants, coaches, speakers and CX peers, and the other 500 a wide, international audience of employees, technicians and retirees.
CX lessons from the news reach the most buyers per post.8.2 founders and business owners per post, against 3.0 for frameworks and newsletter posts. The best single post, a zoom-out on the Kelly Clarkson store story, brought 13%.
12 buyers keep coming back.They reacted to 3 posts or more, 8 of them to 5 or more. One reacted to 10 of the 17.
01
Who actually reads you, and what the LinkedIn algorithm changed
The CX strategist posted 17 times between 13 October and 4 November, about five posts a week: customer experience lessons from the news (Kelly Clarkson, Meta, ChatGPT), first-person service and friction stories, personal posts about family and childhood, and posts for The CammaneX Signal newsletter.
The LinkedIn algorithm shows a post to the people who reacted to the last ones, then to people like them. A warm, personal post can reach thousands of kind strangers and very few buyers. Reach can’t tell them apart. Who reacted can. We looked at every person who reacted and sorted them by role.
17posts in 3 weeks
600people reacted
42founders and business owners
12came back 3+ times
Audience by roleThe 600 people who reacted, by roleFree
Founders, CEOs, owners, presidents & general managers42 · 7%
Buyers are 42 people, about 1 in 14: owners of trades and construction firms, manufacturers, distributors, software founders and general managers. Peers are a little more numerous: 58 consultants, coaches, speakers and customer experience strategists.
Everyone else is a very wide audience: technicians, operators, students, retirees and employees in many countries. They are kind and loyal readers, but rarely the people who hire an experience architect. The next section shows which posts reached the founders.
SeniorityAll people who reactedFree
Founder, owner, C-level8.8%
Director, VP3.3%
Manager13.8%
Independent5.5%
Other68.5%
IndustriesFounders and business owners onlyNetwarm
Manufacturing, construction and trades23.8%
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Core audience12 founders and business owners engaged 3+ times · 8 engaged 5+ timesNetwarm
12 founders and business owners keep coming back. One of them reacted to 10 of the 17 posts.See your regulars
Engager company sizeEveryone who reacted, by company sizeNetwarm
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See which company sizes your founders and business owners work at.See company sizes
02
What to post on LinkedIn to reach founders and business owners
Most creators judge a post by its reactions. A customer experience strategist who sells to founders should judge it by who reacted.
We tagged each of the 17 posts by topic, then measured the share of founders and business owners among the people who reacted, and how many each post reached.
Your topicsWhat your 17 posts were aboutFree
17posts
CX lessons from the news5
Service and friction stories5
Personal stories4
Frameworks and newsletter3
Topics that attract founders and business ownersShare of each topic’s reactions from founders and business ownersNetwarm
CX lessons from the news8.6%
Frameworks and newsletter7.6%
Service and friction stories7.4%
Personal stories6.4%
One topic reaches almost 3x more founders per post than another. See which.See which topics
Shares are close, from 6.4% to 8.6%. The gap is in reach: CX lessons from the news bring 8.2 founders and business owners per post, almost 3x the 3.0 of frameworks and newsletter posts. Personal stories bring the lowest share, 6.4%.
Posts that brought the most founders and business ownersShare of founders and business owners in each post’s reactions1 of 5 open
#1Everyone has picked a side on the Kelly Clarkson and Art of Play story.13%
#2A well-known online business personality gave advice to a founder who was getting a lot of negative reviews.9%
#3I abandon carts when the costs jump at checkout.9%
#4A click is implied consent.8.1%
#510 “WEIRD” THINGS ABOUT ME. 😂8%
For comparison, the post on a daughter moving up to high school at 12 brought 5% founders and business owners, and the thank-you post to followers 5.6%. The most-reacted post of the period, on burying bad reviews (387 reactions), brought 9%.
6 rules for LinkedIn engagement from founders and business owners
These rules come from what worked on the CX strategist’s own profile, and from the best-performing posts by customer experience speakers, marketers and founders on LinkedIn over the last months.
1
Zoom out on the story everyone is arguing about. When a brand moment is all over the news, most people pick a side. Stepping back to ask where the expectation came from turns gossip into a lesson a founder can use on Monday.On this profile: the Kelly Clarkson zoom-out brought 13% founders and business owners, almost twice the 7% average.
Tell your own customer moment in first person. “I abandon carts” and “I walked out of a store” put the reader inside the experience before any data. Founders recognise their own customers, and sometimes themselves.Across the niche: Vick Tipnes’s lost $5,000 sale drew 1,582 likes and 288 comments. On this profile, the abandoned cart post brought 9%.
Show one small fix and what it changed. A cheap, visible fix is easier to copy than a framework. It shows a founder that better experience does not start with a big budget.Across the niche: Phoebe Sophia Russell’s Sainsbury’s trolley tag post drew 3,546 likes and 202 comments.
Speak in the founder’s numbers. Churn, refunds, repeat purchases and margin are the words a founder already uses. Tie the experience to one of them and the post reads as strategy, not service.Across the niche: Dennis Wakabayashi’s “Boards do not fund feelings” post drew 73 likes and 20 comments, many from CX leaders who report to the board.
End with a test the founder can run today. “Try this test” is already a signature on this profile. It turns a reader into someone checking their own business, which is the first step to hiring help.On this profile: the reviews post, which ends with “Read your last 10 reviews”, was the most-reacted post of the period (387 reactions) and brought 9%.
Put a human face on the stakes. Short lines about real people (the girl who saved for a dress, the family waiting on a claim) remind founders why the experience matters, without a single statistic.Across the niche: Nate Brown’s “Why does Customer Experience matter so much?” drew 330 likes, 30 comments and 29 reposts.
When founders and business owners read: the best time to post on LinkedIn for customer experience strategists
We compared the share of founders and business owners by the day and the hour each post was published, in Central time. 6 of the 17 posts went out in the 6 a.m. slot.
Share of founders and business owners by posting dayAmong the people who reacted to each postFree
9.6%
Mon
8.3%
Tue
7.3%
Wed
6.9%
Thu
6.5%
Fri
8.0%
Sat
6.0%
Sun
Monday brought the highest share, 9.6% over 2 posts, and Tuesday the most reliable, 8.3% over 5 posts. Thursday and Friday were lower, at 6.9% and 6.5%. Days differ less than topics do: put the news lessons and the founder takeaways on Monday and Tuesday.
By hour, the 6 a.m. Central slot brought 8.5% over 6 posts, ahead of 10 a.m. (7.5% over 4) and 2 p.m. (6.0% over 3). Keep posting early, before founders start their day.
05
5 posts ready to publish to target founders and business owners
Each post follows one of the rules above, in the CX strategist’s voice: short lines, a story first, a test to try, and a founder takeaway at the end.
1Ready to postCX lesson from the news
The pizza company that admitted its pizza was badRule 1: zoom out on a story everyone knows. Modelled on the Kelly Clarkson post, the best share of founders and business owners of the period.
Hook
Most brands bury their worst reviews. One pizza company put them on national TV.In 2009, Domino’s ran adverts quoting its own customers.“The crust tastes like cardboard.”“The sauce tastes like ketchup.”Then the company told everyone it had changed the recipe.Most businesses would never do this.They would answer bad reviews with more good reviews. Or a new logo. Or a discount code.But here is what I find interesting.The customers already knew the pizza was not great.The only people who did not seem to know were inside the business.That is the gap I see again and again in my work.80% of companies believe they deliver a superior experience.8% of their customers agree.The gap rarely closes with better marketing. It closes when a business is willing to hear what customers are already saying, and change the thing they are complaining about.Try this test:
Write down the one complaint you hear most often.Now ask yourself honestly:
Have we fixed it, or have we learned to explain it?If you have learned to explain it, your customers have noticed.Experience is remembered, not just delivered.
Visual · Single imageA plain card with the two customer quotes in large type: “The crust tastes like cardboard.” / “The sauce tastes like ketchup.”Check before postingCheck the Domino’s quotes and the 2009 date against a source you trust, and keep the 80/8 figure as you use it in your About section.
The sale I wanted to make, and could notRule 2: tell your own customer moment in first person, then show the cost. Modelled on the abandoned cart post (9%) and on Vick Tipnes’s $5,000 store post.
Hook
I walked into a shop ready to buy. I walked out with my card still in my purse.I knew exactly what I wanted.I showed the assistant a photo.“We don’t have that.”And that was it.No “we could order it for you.”
No “have you seen this one?”
No “come back on Friday.”I did not complain. I did not leave a review.I just left.And this is the part most businesses never see.The customer who complains gives you a chance to fix it.The customer who quietly leaves gives you nothing. Not even the information.That shop will never know it lost a sale that day.Or that I told two friends about it over dinner.One sentence would have changed the whole experience:
“We don’t have that one, but let me show you what we do have.”If you run a business:1. Ask your team what they say when the answer is no.
2. Give them one sentence that keeps the conversation going.
3. Then listen to what they actually say, not what the training says.The way your employees say no is part of your customer experience.Sometimes it is the whole experience.
Visual · Text onlyNo visual: the first line carries the post, like the abandoned cart post.Check before postingUse your real story: the shop, what you wanted and what was said. Keep the shop anonymous. Change the dinner detail if it did not happen.
The cheapest customer experience fix I have seen this yearRule 3: show one small fix and what it changed. Modelled on Phoebe Sophia Russell’s Sainsbury’s post, and on the cart post’s three practical steps.
Hook
The best customer experience fix I have seen this year cost less than a cup of tea.A small clinic I visited had a problem.The same question, at the desk, all day long:
“How long is the wait?”The receptionist answered it again and again.Patients got anxious. The phone kept ringing. The queue at the desk grew.So they put up a small board by the door.“Current wait: about 20 minutes. We will call your name.”That’s it.The question almost disappeared.The desk became calmer.And patients waited the same amount of time, but felt very differently about it.Because the wait was never the real problem.The not knowing was.This is what I mean when I say experience starts with expectations.When customers know what to expect, they can relax.When they don’t, every minute feels longer.Try this test:
Ask your front-line team for the one question they answer most often.Then ask yourself:
Could a sign, a sentence or a single line on our website answer it before anyone has to ask?Small fixes rarely make headlines.But customers remember how you made them feel while they waited.
Visual · Single imageA photo of a simple hand-written wait-time board, or a clean mock-up of one.Check before postingUse a real small fix you have seen or made with a client, and its real effect. The clinic is an example: replace it with your own scene.
Customer experience has a line on your P&LRule 4: speak in the founder’s numbers. Modelled on Dennis Wakabayashi’s “Boards do not fund feelings” post, and on the profile’s own promise of experience design as a P&L lever.
Hook
Your customer experience is not a cost centre. It is already on your P&L. You just can’t see the line.It shows up somewhere else.In churn.
In refunds.
In the cost of winning a new customer to replace the one who quietly left.
In the support team you keep hiring because the same problem keeps coming back.Most founders I speak to track all of these numbers.Very few connect them to the experience behind them.So customer experience gets treated as a nice-to-have.Something for the support team.Something to fix when there is budget.But here is the thing.The experience is already costing you. Or already earning for you. Whether you design it or not.A founder takeaway:Pick one number you watch every month. Churn, repeat purchases or refunds.Then ask:
What moment in the customer journey moves this number?Not the dashboard. The moment.The checkout surprise.
The second email nobody answered.
The call where the customer had to repeat their story.Find the moment, and you have found the money.That is the work I do: turning customer experience into a line on the P&L you can actually see.
Visual · Single imageA simple P&L sketch with one highlighted line labelled “the experience”.Check before postingKeep the 80/8 figure exactly as you use it in your About section, and adjust the last line to how you describe your advisory work.
Grade your business the way your customers doRule 5: hand over a test the founder can run today. Modelled on the reviews post (387 reactions, 9%), with the self-grade from The Customer Report Card offered as the lead magnet.
Hook
Your customers are grading you right now. You just never see the report card.They grade you when they read your reviews.When they reach checkout.When something goes wrong and they try to reach a person.And most founders give themselves an A.Their customers would give them a C.That is why I wrote The Customer Report Card.One of the factors customers grade you on is assurance: do they feel safe trusting you with something valuable? Their data. Their money. Their time.But there is more on the report card than that.So I turned it into a one-page self-grade for founders.Five questions. About ten minutes.You answer them as your customer would, not as you would.→ What did we promise before they paid?
→ What did they actually get?
→ How easy was it to reach a human?
→ How did the experience end?
→ Would they trust us with more?Then you compare your grade with the one your customers would give.The gap between the two is where your next improvement is.Want the self-grade?Comment REPORT CARD and I will send it to you.
Visual · Document previewA one-page report card with five rows and A–F grades, The Customer Report Card cover in the corner.Check before postingBuild the one-page self-grade before posting, and match the five questions to the factors in your book. Send it to everyone who comments.
Free forever: unlimited scheduling through LinkedIn’s official API, with images, video and PDF carousels.
06
LinkedIn lead generation: lead magnets that work to target founders and business owners
A reaction tells you someone liked a post. A download tells you they have the problem. In customer experience and customer success, the resources that pull hundreds of comments are practical: a page to fill in, a checklist, a worksheet.
The CX strategist already has the raw material: The Customer Report Card, The Experience Playbook and the “Try this test” endings.
Format 1The one-page checklistEverything a team needs on one page, offered with a simple “Want a copy?”. Easy to say yes to, and easy to share inside a company.
Format 2The full guide for foundersEverything you know about one problem, in one document written for founders. It shows the depth of the paid work.
Format 3The workbook with worksheetsEach section ends in a worksheet the reader fills in for their own business. It pulls the most comments, because the reader leaves with their own answers.
Our pick for you: The Customer Report Card self-grade
Our pick for you: “Our pick for you: The Customer Report Card self-grade”A one-page self-grade built from The Customer Report Card: five questions a founder answers as their customer would, then compares with their own grade. It is offered on post 5 above with “Comment REPORT CARD”. Put it behind a free Reveal link to see which founders download it.With a Reveal link, every person who downloads it is shown by name, with their role and how warm they are. Your first Reveal link is free.Create your free Reveal link
07
From reactions to clients: who to message, and when
Most of the 42 founders and business owners never commented. They reacted, and moved on. Among 600 people, they are easy to miss, and the moment passes.
A buyer turns Hot when they react to several posts in a short time. Right now that’s a short list.
Hot right now8 founders and business owners · not contacted yetNetwarm
8 founders and business owners are Hot. See who to message first.See who’s Hot
First messageAn opener for each Hot person, based on the posts they readNetwarm
You’ve been reading the posts on customer expectations for a few weeks. Is there one moment in your own customer journey you’d like to redesign?Saw you liked the post on the abandoned carts. Do you know where your own customers drop off?Happy to send you the Customer Report Card self-grade, if it’s useful.
A first line for each of them, ready to send.See the openers
Message them while the post is still on their mind: within the week they reacted, about the topic they reacted to.
08
FAQ
On this profile, CX lessons from the news brought the most founders and business owners per post (8.2), almost 3x frameworks and newsletter posts (3.0). A zoom-out on a story everyone knows, a first-person service moment and a test the founder can try today reach the buyer. Personal posts bring warmth, and the lowest share of buyers (6.4%).
Monday and Tuesday. Monday brought the highest share of founders and business owners (9.6% over 2 posts) and Tuesday 8.3% over 5 posts. Thursday and Friday were lower, around 6.5% to 7%. The 6 a.m. Central slot brought 8.5% over 6 posts.
Look at who reacted, not how many. Here, 42 of 600 people were founders and business owners, and 58 were consultants, coaches and CX peers. The most-reacted post of the period brought 9% buyers; the Kelly Clarkson post brought 13%.
Netwarm reads public reactions without asking for your LinkedIn login, so there is no risk for your account. It doesn’t post, like or message on your behalf.
How we made this playbook
We read the 17 posts published between 13 October and 4 November 2026 and the first 100 reactions on each: 1,458 reactions from 600 people. 13 duplicate copies of posts were left out. Comments were not counted.
Each person was sorted by headline: founders, CEOs, owners, presidents, managing directors and general managers as buyers; consultants, coaches, speakers, authors, advisors and CX strategists as peers. Role groups are approximate.
The niche rules and lead magnet formats come from the best-performing LinkedIn posts by customer experience speakers, CX and customer success leaders, marketers and founders over the last months.
