Podcast ¦ CX Passport: The One With CX the Customer Would Pay For – Karyn Furstman E228 Greatest Hits

Key Takeaways

1. Middle operational leaders hold critical influence in sustaining customer experience initiatives due to their direct engagement with daily work processes.
2. Embedding lean process improvement methodologies into customer experience design ensures that CX becomes a core way of working rather than an isolated project.
3. The core of lean philosophy—designing processes that customers are willing to pay for—is fundamental to delivering impactful CX outcomes.
4. Involving executive leaders in “walk the walk” activities, such as site visits and process observations, fosters genuine leadership engagement and accountability.
5. The placement of the CX function within organisational structure varies, but accountability and clarity regarding its role are essential regardless of reporting lines.
6. When housed in marketing, there is a risk of CX being perceived as a communications initiative rather than a strategic operational function.
7. Effective CX leaders in organisations without a dedicated CX team act as orchestrators, leveraging influence rather than authority, to drive change.
8. Building continuous education and aligning the entire organisation’s understanding around what CX is—and isn’t—prevents misaligned initiatives.
9. Generating visible, impact-driven updates in leadership meetings, focused on customer voice and operational improvement, reinforces relevance and progress.
10. Influencing change without formal authority involves establishing strong relationships with key stakeholders, including C-suite sponsors, and demonstrating tangible results.
11. Fostering a culture of coaching and capability-building enables organisations to ‘teach fish’, reducing reliance on large centralised CX teams.
12. Personal passion and strategic coaching are viewed as vital drivers for independent CX consultancy success, especially when guiding emerging leaders to embed CX practices.

Key Statistics

• The speaker has over 30 years’ experience in major brands like Safeco, JPMorgan Chase and Bank of America, implementing impactful CX strategies.
• The speaker emphasises the importance of linking CX improvement initiatives to financial results, such as retention, cross-selling and other key business metrics.
• She advises engaging with CFOs early to define relevant financial KPIs and include them in CX impact discussions.

Key Discussion Points

• The importance of embedding CX into operational processes through lean methodologies to ensure sustainable change.
• How lean process design, which centres on what customers are willing to pay for, drives measurable CX results.
• The necessity for leadership visibility at operational sites to enact authentic CX improvements.
• The organisational positioning of the CX function in relation to marketing or operations, and the implications for strategic influence.
• Strategies for CX leaders without a formal seat at the top table to influence organisational priorities and embed CX as a cultural norm.
• The value of defining a clear CX vision and roadmap to align organisational efforts and rally cross-functional teams.
• Techniques for integrating the voice of the customer into regular leadership discussions to show continuous improvement.
• The significance of cross-functional involvement—including frontline, operational and executive layers—for effective CX initiatives.
• How to establish credibility and influence by partnering with CFOs and other senior leaders through shared metrics.
• The role of a CX leader as an orchestrator—coaching and enabling others to sustain customer-centric practices independently.
• Personal motivation for independent consulting rooted in passionate coaching, capability building and leveraging extensive operational and CX experience.
• The importance of storytelling with tangible results to demonstrate genuine CX impact within an organisation.

Podcast Description

This podcast explores the strategic and operational aspects of customer experience within large organisations, with particular focus on financial services. It features insights from senior CX practitioners and consultants on embedding CX into organisational processes, influencing without authority, and leveraging lean methodologies for sustainable results. Discussions highlight practical strategies for aligning CX with business metrics, engaging leadership and cultivating a customer-centric culture. The series also covers personal leadership journeys and the importance of coaching and influence at all organisational levels to foster continuous improvement and lasting change.