Kristin Guthrie from ICW: “CX is created by interaction not a transaction”

Seth Adler
Posted: 09/19/2017

It’s not about getting more data but it’s about getting the right data, the VP Customer Experience further explains.


Kristin Guthrie, VP Customer Experience at ICW Group, joins CX Network podcast theatre host Seth Adler to discuss the importance that realising the long pole in the tent is your data. The very first person she hired for her team was her marketing research scientist. Her desire was to collect all of her necessary data as quickly as possible.

Guthrie explains that there are a lot of areas in any organisation that can be improved immediately. Yet she cautions on going after simply low hanging fruit. Her goal is to go after the right fruit, continuing her analogy. Do what matters most, otherwise you’re going to exhaust your team.

"Being dead right doesn’t serve the organisation – it only soothes your ego"

She’s surgical in her approach in looking for what will be most impactful – ensuring she gets buy-in through measuring and demonstrating actual quantifiable results. And to ensure she didn’t make a bad process faster, Guthrie has brought in fellow six sigma black belts.

Guthrie’s top five lessons learned along the way:

1. Hope is not a plan
2. Ben Franklin was right: “An ounce of prevention is worth a pound of cure”
3. Being dead right doesn’t serve the organisation – it only soothes your ego
4. It’s not about getting more data; it’s about getting the right data
5. Customer experience is created by the interaction, not the transaction


Seth Adler
Posted: 09/19/2017