I’ve always been a customer experience (CX) professional and advocate. So when my CEO approached me to take on the role of corporate strategy and Chief of Staff, I was immediately intrigued. How would my CX skills and background translate to corporate strategy? What would that mean for my role and passion in driving the customer agenda forward?

Corporate Strategy and CX

At its core, corporate strategy requires taking an enterprise approach to strategic decision-making by looking across the business at ways to create and maximize consumer and shareholder value. The more I thought about it, the more synergies I…

We all know the classic paradigm:customer sees an ad, visits a store or website, and forms a positive — and hopefully lasting — first impression. Marketing and Brand often remain focused on these traditional brand health metrics, yet today, first impressions don’t happen on our watch. Rather, they’re formed by customer research, reviews, and reputation. One customer’s bad experience can quickly become thousands of potential customers’ bad first impressions. Modern brands must deliver consistent experiences across all touch points, which requires more closely aligned Brand and CX efforts. So how do organizations finally and sustainably address the brand and customer…

On a recent Forrester panel at CX North America, Analyst Angelina Gennis posed a great question: “When did you feel your CX career take off?” While I’m always a work in progress, I’ve felt the most personal and professional fulfillment when witnessing CX evolve from being a function to being considered a discipline and way of working within the broader enterprise. But how does that evolution happen and what’s most critical for success? What are the observable behaviors that signal organizational adoption of customer-centricity?

One of the fastest ways to weave CX into the fabric of the organization is to…

As I’ve settled into a new customer experience (CX) role over the last year, I’ve thought a bit about my CX journey and the way organizations often react to introducing CX into the corporate culture. Having implemented a new customer experience discipline in various organizations over the last 15+ years, I’ve come to learn a bit about how organizations view the customer experience function and the perceived role CX teams play in articulating “THE” experience for customers.

The Million Dollar CX Question

When first introducing CX more formally within an organization, teams will naturally be curious. Sure, everyone wants to…

Last month, amongst the barrage of COVID-19-related emails I received from various companies (Hello, “unsubscribe”), one stuck out as noteworthy: an email from my mortgage company titled “ Important Coronavirus Information about Your Loan”. Curious, I opened it, only to find the information largely flat and irrelevant: “ During these unprecedented times, we are here to help. There is no change to accessing your loan information online, and automatic payments have not been disrupted.” An email about payment options for financial hardships would certainly have been informative; an email stating that there was no change to the process — much…

The coronavirus outbreak (or COVID-19) is first and foremost a human tragedy, having now affected over one million people across the globe. It is also having a significant impact on the economy, leaving businesses large and small with massive uncertainty as to their path forward. And while many companies are scrambling to address the immediate challenges that this pandemic represents to their workforce, customers, revenue, and operations, brands that take proactive steps in providing peace of mind, accommodations, and non-opportunistic solutions for their customers will inevitably earn strong customer loyalty and reputational benefits that long outlast this global health crisis.

Photo of a journey map by Daria Nepriakhina on Unsplash
Photo of a journey map by Daria Nepriakhina on Unsplash

By now you’ve likely heard your CEO repeatedly reference the importance of customer experience in delivering lasting customer, employee, and shareholder value. But whether you’re working in CX or within a company that has a CX department, it’s often unclear where the line gets drawn between what the CX function “owns” and influences relative to the rest of the business. Rather than thinking about it in terms of touch points of ownership (because no one really “owns” the customer relationship), instead, CXperts often focus efforts on how to build a more accessible and customer-focused discipline throughout the organization for every…

Through my experience and involvement in all things customer experience (CX), I often find myself engaged with individuals who reach out wondering how to get into the CX space and what to look for in a potential CX role.

Though every company and culture will be somewhat unique, there are certain elements that a candidate should consider when conducting research and preparing for an interview with organizations seeking a CX professional.

Profile of a CX Professional

Given that CX is as much a discipline as it is a function, there are numerous backgrounds, skills, and qualifications that can serve individuals…

The establishment of the customer experience (CX) profession has been instrumental in building cultural awareness, empathy, and orientation around the consumer. It has allowed organizations to see beyond themselves to design experiences and processes that create mutual value for both the customer and the business.

What it’s also done, I’d argue, is to create an almost siloed and one-dimensional view of customer success — one that’s typically marked by the establishment of a legacy CX metric that becomes the singular truth of “customer health” (be it NPS, CSAT, or customer effort). Worse yet, it’s a metric that’s often relegated to…

Last week, a remarkable thing happened around here.

A twenty minute budget check -in with my friendly finance lead turned into a two hour thoughtful discussion on CX enablement, led by — finance. He wanted to understand more about the customer experience agenda. Wanted to see and touch the tools we use to help us better serve our students. His rationale? He genuinely cares about students and our mission. What’s more, the better he understands the CX practice and our efforts, he said, the more he can serve as an evangelist and advocate for demonstrating the impact of our investments…

Amy Shioji

cx ninja. ultra runner. never met a carb i didn’t like.

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