Podcast ¦ CX Passport: The one with mean girls – Beth Karawan CoFounder EVP at Imprint CX E216

Key Take Aways

1. The concept of customer experience (CX) is evolving, moving beyond traditional metrics like NPS to a more holistic understanding of customer interactions.

2. Newcomers to the CX field can provide fresh perspectives that challenge existing paradigms and engage in meaningful discussions.

3. Employee experience is intrinsically linked to customer experience; without engaged employees, customer satisfaction will likely suffer.

4. Organizations need to shift their focus from merely conducting customer surveys to taking actionable steps based on the feedback received.

5. The effectiveness of CX initiatives is often diminished by outdated practices that prioritize internal efficiencies over customer-centric outcomes.

6. Understanding and measuring customer behavior is complex; simplistic solutions or metrics can be misleading and ineffective.

7. Trust and empowerment in employee roles can significantly enhance their performance and, in turn, improve customer experiences.

8. Humanities and emotions should be at the core of customer interactions, as businesses exist primarily to serve their customers.

9. Authentic communication and follow-up with customers regarding their feedback is crucial for building loyalty and trust.

10. The notion of “bright, shiny objects” in CX—new tools or systems that promise immediate results—can often distract from addressing fundamental issues.

11. Engaging with peers and questioning the status quo can help foster a supportive community that promotes innovative CX practices.

12. Shared experiences, such as those highlighted in lessons learned during unconventional roles, can offer rich metaphors for illustrating complex CX concepts.

Key Statistics

• NPS (Net Promoter Score) is often cited as a single measure of customer loyalty, but its validity can be questionable based on individual customer scenarios.

• The effectiveness of voice of customer initiatives is brought into question when feedback is collected but not utilized.

Key Discussion Points

1. The relevance and limitations of NPS as a measure of customer loyalty.

2. The disconnect between customer needs and the metrics/tools traditionally used to gauge CX success.

3. The significant role of employee experience in driving customer experience outcomes.

4. The importance of making tangible changes based on customer feedback.

5. The pitfalls of viewing CX as a one-off initiative rather than an ongoing journey.

6. The concept of customer-centric existence in business: serving customers directly impacts company performance.

7. Challenges of changing human behaviour in both customers and employees.

8. How past experiences inform current practices in CX and marketing.

9. The necessity of changing outdated organizational habits for improved customer service.

10. The evolution of peer support and community in advancing CX practices.

11. The meaningfulness of practical applications of customer feedback.

12. Creative ways to leverage personal stories (like making donuts) as metaphors for complex ideas in CX.

Podcast Description

In this engaging episode of CX Passport, host Rick Denton welcomes guest Beth Carowan, co-founder of Imprint CX, who shares her unique insights into the realm of customer experience. Drawing parallels from her background in marketing to her fresh perspective on CX, Beth highlights the significance of prioritising the customer while simultaneously enriching employee experience.

The discussion navigates:

• The limitations of traditional metrics like NPS,

• The need for actionable feedback,

• The role of community in challenging conventional wisdom.

Through personal anecdotes and relatable metaphors, this episode provides a thought-provoking exploration of the evolving landscape of customer experience and its impact on businesses today.