Podcast ¦ CX Passport: The one with the eyes and ears of your brand – Milagros Gonzales, Ambassador Marketing Manager Gorgias E154

Summary

Meili Gonzalez, Brand Business and Content Specialist at Gorgeous, discusses the importance of experience over knowledge in the customer experience (CX) field. She emphasizes the role of empathy in understanding customer needs and providing personalized support. Gonzalez highlights the undervalued position of frontline customer service representatives, who have firsthand insights and can co-create positive customer experiences. She also shares examples of companies that have successfully leveraged customer feedback to drive action and improve their products.

Key Points

• Experience is becoming more important than knowledge in the CX field.
• Frontline customer service representatives are the eyes and ears of a brand, receiving both positive and negative feedback from customers.
• CX professionals need to empathize with customers and understand their needs to deliver a great experience.
• Companies are shifting their perspective and giving CX a seat at the decision-making table to create customer-centric cultures.
• Gorgeous provides unlimited access to customer feedback across different departments.
• CX professionals can influence companies to take action on customer insights by demonstrating the value of customer-centric decision-making.
• Hush, a Canadian brand, used customer feedback to design new products and turn their business around.
• The value of tickets and customer stories in understanding customer needs and providing personalized solutions.
• Having a human touch behind support interactions allows for flexibility and the ability to exceed customer expectations.
• Turning negative reviews into positive ones can create brand ambassadors and improve customer loyalty.

Key Statistics

• Over 9 years of expertise in navigating the complex landscape of national and multinational companies.
• Managed content curation strategies for over 20 accounts in the EMEA region.
• Responsible for five brands across Latin America as the International Business Development Manager.

Key Takeaways

• Experience is becoming more important than educational background in the CX field.
• Frontline customer service representatives have valuable insights and can co-create positive customer experiences.
• CX professionals should empathize with customers and provide personalized support to create great experiences.
• CX is the voice of the customers and should have a seat at the decision-making table.
• Companies can leverage customer feedback to drive action and improve their products and services.
• Human interaction in support interactions allows for flexibility in exceeding customer expectations.
• Customer stories and tickets provide valuable insights for understanding customer needs.
• Turning negative reviews into positive ones can create brand ambassadors and improve customer loyalty.