in Leadership

Insights on High-Tech and High-Touch Customer Experience

I created a series of sketch notes for Tiffani Bova’s “What’s Next” podcast where she meets brilliant people to discuss customer experience, growth and innovation. Tiffani Bova is a Global Customer Growth and Innovation Evangelist at Salesforce. I will post sketchnote versions of selected podcast episodes that enlightened me.


Common perception is that people who face the customers are accountable for customer experience. Larger organizations often fall in the trap of defining customer experience KPI’s only to executive teams, sales, marketing and customer services teams.
 
What about those who build the products? And those who recruit people? And those in backend operations? And how all of them collaborate to achieve business outcomes?
 
We see things in parts and therefore, fix things in parts. And even when parts are (sub) optimized, the whole may not have improved.
 
This equation gets even more complex in an AI driven world where customers expect personalized services.
 
In this episode of Whats Next! podcast, Tamara McCleary (CEO at Thulium.co) shares some useful insights on how technology advancements like AI and machine learning can enable companies to learn rapidly about the customers and personalize the experience at scale. This is critical because marketers think about selling to ‘customer segments’ where as customers expect personalized services based on their individual preferences.
 
Companies have to leverage “high-tech” to achieve “high-touch”
 
For everyone to own customer experience within a company, leaders have to start with a vision of what amazing customer experience looks like, build a culture of leadership at all levels, define systemic metrics (like Net Promoter Score) that everyone can strive for and finally incentivize people for their contributions to customer experience.
 
When leaders look at the whole, they provide a way for all departments to work towards the same outcomes and for everyone to clearly know that their work impacts customer experience.
 
Here is a visual summary of insights from the podcast episode, which you can listen here.
 
tamara-mccleary

 


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