Women in CX article originally published in 360 Magazine by Shane Schick.
Standing in the American Stock Exchange while accompanying her mother to work as a young girl, Stacy Sherman probably would have had enough to look at with all the frenzied activity of buying and selling on the trading floor. But there was something else she noticed. Something that wasn’t there.
“I asked her why there were no other women,” Sherman, head of CX & Employee Engagement (USA) at Schindler Elevator Corp., reflected during a live video session hosted by the CXPA in honor or International Women’s Day this week.
“She was a change a real change agent. She was a role model beyond just being my Mom. She really showed me what it was like to get out of your comfort zone and show up and make a difference.”
The CXPA event, which brought together women working in CX roles from around the world, showed that inspiration and role models come from many different areas of a life, though they often wind up offering a similar sense of inspiration and confidence.
Long before she became the chief customers experience officer at the Columbus Metropolitan Library, for example, Alison Circle worked in public radio, where a female boss showed her what it was like to be “fabulous at a work” while remaining true to herself as a woman.
“I was a hard worker, I got the work done, but she came in and owned the room,” Circle recalled. “She wasn’t afraid to lead with charisma. She strutted her stuff. Everyone else seemed to be really trying Ito emulate men in the workplace. She was the first one who owned who she was.”
While many organizations formally pair up women with mentors as part of a diversity and inclusion initiative, others need to find such people themselves. That was the case for Olga Budieri, global head of CX at Aramex and the only person to have achieved the CCXP designation in Jordan.
In fact, Budieri found her mentor through the CXPA, and spent a year discussing issues such as how to approach CX in a B2B environment and fine-tuning her approach to working with other stakeholders. The two collaborated entirely via videoconference before they finally met in person.
“It was just amazing to work with her over this project — which was me — without us even seeing each other,” Budieri said.
Aditi Garg, senior brand strategy director at Carat Media Services, said she drew upon the insights and perspectives of a diverse array of women, many of them CMOs, in order to develop her own approach to CX.
“The biggest message I got from them was It can be done. All of them were doing everything (in their personal lives) while managing their jobs,” said Garg, who illustrated the balancing act for many women as her young daughter danced in the background while she spoke in the live video. “They would take calls, they would work and have flexible teams. That empathy was there.”
Of course, empathy and emotional intelligence (EQ) are particularly important qualities to infuse into customer experiences, but the panelists also noted how women have their emotions used against them — when being assertive gets them labelled as “bossy,” for example. Budieri said it’s best to use emotional intelligence to build credibility among the team first, but not to lose sight of it when you’re a position to to lead.
Sherman agreed.
“Leadership is about creating a safe place physically and mentally for people to show up and be their best selves. It’s about being clever enough to know how can you raise them up based on their needs, not yours,” she said. “There’s roadblocks and challenges every day. But our role as leaders is to help remove those barriers and support your people.”
The CXPA video chat is well worth watching in its entirety, where the panelists discussed the varied parts that brought them to CX roles, the differences between mentors and sponsors, and more. Check the CXPA’s Twitter feed, @CXPA_Assoc, or its LinkedIn page for a recap.
After watching the recap below, I’d love to hear what you think about what the women in CX and I have to say.
RingCentral interviews Stacy Sherman. Customer Experience article originally posted on their website.
Now, more than ever, listening to the customer has been vital. Yet, companies who solely focus on one area of the customer experience are often missing a key component of that process, creating a positive and compassionate environment where employees face customers every day and shape those moments for the better.
We spoke to customer experience leader and expert Stacy Sherman to learn more about how companies can create lasting customer loyalty through an engaged workforce.
Can you introduce yourself and tell us about your background?
I have been focused on customer experience and employee engagement at both big and small companies throughout my career. I currently work for Schindler Elevator Corporation and previously lead CX at Verizon. I am passionate about driving more people into the field of CX, as then we will have greater satisfaction everywhere. I live and breathe CX by day and have founded DoingCXRight, where I continue the work and practice in helping others when I am not at my day job.
What is the objective of your website and blog, DoingCXRight?
For me, it is all about doing and not talking, hence DoingCXRight. People often talk about creating a customer-centric culture, employee experiences, and driving employee engagement but don’t know how to do it. They also talk about inclusion and diversity of thought but don’t know how to do it either. Ultimately, a happy employee leads to a happy customer, so it is within the framework. A group of people who don’t know how to get into the CX field or realize they have a customer experience job that they have been doing but don’t recognize it. So that is part of my practice and framework to helping individuals and leaders to differentiate their brand. Personally and professionally.
It is really about doing and about not overusing the words “customer service” and “customer experience.” I want to help ensure that people are doing it right and not checking a box. I want to make sure that the real best practices are applied, and that is my purpose.
What advice would you give for creating original and authentic customer experiences?
I would first start with the basics:
Hire a customer experience expert
Institute customer experience measurements – NPS is a common one. Start there but it doesn’t end there.
Measure employee experiences and identify their level of satisfaction because they go hand-in-hand. When employees feel valued and appreciated, they pay it forward. The customers see it and feel too.
Institute voice of customer initiatives – where you intentionally get customer feedback across the customer journey at different moments of truth. It comes from structured surveys, for example, and unsolicited feedback from digital channels such as social media and reviews. Aggregate it all to understand what customers feel and what they’re saying to use that feedback and close the loop.
How would you advise brands to leverage digital channels and data for customer engagement?
Voice of the customer is a game-changer, and I have agood articleon that. It comes from traditional channels such as contact forms on your website and social media where the conversation is happening. You need to pay attention and respond because people are watching how the brand reacts, meaning you need to have very good governance around that.
Same for ratings and reviews, as consumers, we are often reading what others say and taking it as authentic, trustworthy reviews. So you need to have a handle on that. Then you can use technology to centralize all this voice of customer feedback, including chat or customer care representatives with notes/historical data. That way, you can prioritize the most common themes to identify the areas your team can use. The magic happens when you can do something with this throughout your organization.
You are also specialized in employee engagement. Could you tell us what the main factors behind engaged and happy employees are?
So I believe it is about giving employees a voice and empowering them to do what is right for the customers, even when the boss is not looking. When developing a new product or service, it is important to go to employees and ask them for feedback, especially the frontline interacting with customers every day. Incorporate them into your process, and when they are part of it, they own it too. It allows them to feel authentically connected to the project.
Secondly, when customers give feedback and mention an employee by name, don’t ignore that. Use it to praise them and acknowledge what great looks like. Then they will do more because it is natural when we feel appreciated; when we feel gratitude, we do more. That is a simple step to use customer feedback, where they often mention the name of the person who went above and beyond to help them. Even if it is negative feedback, do not ignore that either. Use it as a coaching opportunity rather than reprimand the employee. Really mentor the individual so that they can succeed. That is how you build a culture of caring and customer-centricity.
What was the book that inspired you the most this year?
The book that I found business and CX connections to it, which I wrote about in Forbes, is called “The Four Agreements”by Don Miguel Ruiz. Myarticleexplains why these four agreements are important at this time, but I will tell you about them briefly.
Do not make assumptions
Do not take anything personally
Be impeccable with your word
Always do your best
It is powerful because, for example, number one is “Do not make assumptions”. When customers do not have any feedback or their responsiveness is bad, they will make assumptions that can tarnish your brand. To communicate to mitigate that quickly, as a leader, you owe it to your employees to communicate well. There is a lot of leadership lessons in it.
I love the fact it is about being transparent. It is asking people what do they need; there is no reason to guess. Contact customers to ask them “what’s wrong?” so that employees don’t assume, don’t misinterpret, and avoid useless arguments.
“Do not take anything personally”; we often misinterpret stories and believe they have something to do with us when they don’t. A lot is going on with people’s lives at the moment, and we can’t take things personally, so that is where I will spend one-on-one time with my staff every week. There is no cookie-cutter approach. I spend time with each one of them and as a team as well. That’s a lot of time especially when you have a big team, but it is worth it because I do not want anyone to take something personally. The same goes for me; I do not want to take anything personally in a way that they do not understand. It is important to validate beliefs.
The next one is “Be impeccable with your word”; words are powerful, and we have to use them to build people up. We need to be intentional about what we say because perception is reality. We need to know our audience as some words can be misinterpreted depending on backgrounds, cultures, beliefs, so we need to personalize our messages. From customers to employees, colleagues to bosses.
The final one is about “Always do your best”; I love this statement because we often try to deliver 100 percent, but the fact is that there is no such thing. At some point, we all experience diminishing returns.
As a leader, I support work/life balance; I am more about managing energy than a clock. Therefore, making sure my team is motivated and engaged instead of feeling burned out.
What was your most outstanding experience as a customer in 2020?
Oh, there are so many good ones, but I would say Trader Joe’s. When I arrived at the store, they cleaned my shopping cart first, hand wiping each customers’ cart for safety. Then I go into the store, and all the staff welcomes me with a “Hello.” If I need any help to find something, they don’t just tell you “Aisle 4, on the right”, they walked me to the product I am looking for. Then the assistant opens a bag or offers to find me a sample to taste and make sure that I like the product. That level of service is a “wow moment. It, of course, then makes you want to buy that product.
I went to the checkout area soon after, my daughter happened to be with me on this occasion, and my daughter said “happy holidays” to the cashier. The woman at the register, who seemed to appreciate something so simple, went over to the florist section and brought back some flowers and gave them to my daughter. When she replied, “thank you, but what for?” the cashier said, “Just for being you.” This will encourage my daughter to say it more in the future after experiencing this act of kindness.
Again, it is all those things that add up and made the journey enjoyable. Once we got home and enjoyed the products, we looked up the Trader Joe’s community on Facebook, which customers started and where they share their experiences. They use products, something that is valuable and a dream come true for the brand.
Is there anything else you would like to talk about?
I would like to help more people get into the field of Customer Experience. I am happy for people to contact me. Furthermore, I believe that everybody has a “why?” and for me, that would be that I am on a mission to inspire people to create better experiences so that real human connections and happiness can exist. That is where I want to drive more of that and make a difference.
What makes customers and employees loyal to brands? Why do some companies thrive during challenging times while others go out of business? There are many answers to this question, but one that is common across all industries relates to company culture. How brands make people feel directly impacts short and long-term success.
Creating a customer-centric culture does not happen automatically or overnight. It requires an engaged workforce and an executive champion at the top who reinforces the importance of customer experiences. They must motivate employees and hold them accountable to put customers first.
The Power Of Intention
To increase employee engagement, I brought the idea of celebrating CX Day to my workplace, Schindler Elevator Corp, in 2019. I presented my plan and got Executive buy-in and budget to make my vision a reality. Taking time out for CX Day is a terrific way to drive awareness about the importance of customer experience and thank employees for their dedication to delighting customers. It is also an excellent time to publicize to customers about the actions you are taking to deliver best-in-class experiences all year long. That’s exactly what we did in a big way!
As you can see from the video, CX Day was a massive celebration across five continents. Despite a pandemic, we celebrated even more in 2020. Now, CX Day has turned into “CX Week” at Schindler and has officially become an annual tradition.
Press Play to Watch & Feel The Impact of our CX Day. Also, turn up your volume to hear the song as it says so much!
Key Takeaway:
YOU can create anything you put your mind to. If you want a customer-centric culture, you can make it happen with the right team. It takes a village yet when you have the right support, MAGIC HAPPENS! It’s exactly what earned us wonderful recognition!
How to Elevate YOUR Company Culture & Keep CX Momentum Going
Measure customer satisfaction and related metrics like Net Promoter (NPS) and celebrate positive scores. Send cake and balloons to top-performing sales offices and those with Y/Y improvements.
Recognize employees when customers mention their names in surveys, social media, and other sources of feedback.
Distribute a CEO video email message thanking employees for creating passionate promoters.
Send customer thank you notes and token gifts of appreciation.
Provide training – empathy, customer listening, closing the loop, design-thinking, journey mapping, and more. Certification is also valuable. (Learn more about my University experience & get a discount >here too)
Get more actionable tips to celebrate CX Day, Customer Service Week & beyond
Small acts of kindness go a long way. “People may forget what you said or did, but never forget how you made them feel.” Maya Angelou
Employees are your heroes. If they don’t feel important, your customers will feel it.
Don’t wait for formal end of year reviews. If you do not appreciate employees throughout the year, your competitors will. They’re searching for exceptional talent.
Be sincere. “96% of employees believe showing empathy is an important way of improving employee retention.” (Forbes)
Remember: Happy Employees = Happy Customers.
Consider the facts:
“Engaged teams generate 21% more profit than their disengaged counterparts. (Gallop))
“Employers who increase their workers’ engagement by just 10% can boost profits by $2,400 per employee every year.” (Recruit Loop)
When people are satisfied with their job, have good communication with their superiors, and their colleagues, and set clear goals, they are motivated to achieve great results. And they often do. According to Gallup’s engagement statistics, teams that work in companies that nurture a high-engagement culture reward those companies with higher productivity, better customer engagement, better employee retention, and a 21% increase in profitability.” (Gallop)
If you only take away one point, it would be this:
Everyone owns the customer experience, not just one individual or department.
People often ask me for advice on how to increase their CX skills. They want to understand more about the customer experience field and proven methodologies to differentiate their brands. While I’ve had a lot of on the job and academic training over the years (before CX was even an acronym), I continue to learn from inspirational people. I’m happy to share a sample of some of my favorites as they’ve impacted me in small and big ways. The list continues to grow. I will share more in 2020. Continue Reading →
What is company culture, why is it important and how does customer experience play a role? According to Webster, it is “the set of shared attitudes, values, goals, and practices that characterizes an institution or organization.” Culture is very important because it impacts Continue Reading →