‘Amazon’s customer experience has been an industry game changer’




The VP Customer Experience Transformation of Liberty Global says that Amazon’s CX is a driving force of businesses having to embrace experience.

experience

Rhona Bradshaw is the VP Customer Experience Transformation for the consumer organisation at Liberty Global and is responsible for designing and enabling the future customer experience.

Prior to her role at Liberty Global, she was Director of Digital at Virgin Media, where she was responsible for the digital agenda within the business. Before joining Virgin Media, Bradshaw was the Head of Brand, Marketing, Digital and Communications at UPC Ireland, the Irish business of Virgin Media’s parent company Liberty Global.

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We previously sat down with Rhona for an interview in which she discussed the real impact of artificial intelligence on CX today, the rise of customer expectations, and finding the right balance between automation and the human touch.

Today we follow this up with three quick fire questions, including the best experience she’s ever had and her biggest CX learning to date.

Zarina de Ruiter (DR): Hi Rhona, firstly, what do you believe to be the most overrated buzzword in customer experience today?

Rhona Bradshaw: AI.

ZDR: Explain?

RB: We use it a lot without necessarily understanding how we can use it. It’s easy to drop it into sentences but it’s more powerful if we drop it into sentences followed by some examples of how we’ve actually enabled it. 

“We use it [AI] a lot without necessarily understanding how we can use it.”


ZDR: What is the best customer experience you have ever received yourself?

RB: Amazon are super amazing in terms of how they’ve got to know me, how they continue to understand me, and how they have made it a very simple and intuitive experience to interact with them.

That, for me, has been one of my game changers and Amazon have been the competitor that I see as being one that is completely out of our industry but one that is a driving force of why businesses like ourselves have to embrace experience in general.

 

“Amazon are super amazing […] they have made it a very simple and intuitive experience to interact with them.”


ZDR: Finally, what has been your biggest customer experience learning along the way in your career so far?

RB: My biggest customer experience learning has been the importance of not believing the hype that you see surrounded by new technology and always making sure that you validate what you understand the importance of changes in technology to be with the customer. 

We can quickly fall into a path of seeing something new believing the success that it can enable but not connecting it to what the needs of the customer are. Without understanding the needs of the customer, you could never make any technology valuable and you can never leverage the technology optimally without understanding the needs of the customer.

Recognising that you need both perspectives has been a great learning for me. 

“Without understanding the needs of the customer, you could never make any technology valuable.”