Kristin Guthrie from ICW: “CX is created by interaction not a transaction”
Add bookmarkItâs not about getting more data but itâs about getting the right data, the VP Customer Experience further explains.
EPISODE OVERVIEW:
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 youâre going to exhaust your team.
"Being dead right doesnât serve the organisation â it only soothes your ego"
Sheâs surgical in her approach in looking for what will be most impactful â ensuring she gets buy-in through measuring and demonstrating actual quantifiable results. And to ensure she didnât make a bad process faster, Guthrie has brought in fellow six sigma black belts.
Guthrieâs top five lessons learned along the way:
1. Hope is not a plan
2. Ben Franklin was right: âAn ounce of prevention is worth a pound of cureâ
3. Being dead right doesnât serve the organisation â it only soothes your ego
4. Itâs not about getting more data; itâs about getting the right data
5. Customer experience is created by the interaction, not the transaction
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