Using Voice of the Customer to empower change

Following her session at CXN Live: Voice of the Customer APAC Jessica Dawson, associate director of customer sentiment and insights at Optus, shared the story of her successful CX career so far, highlighting the key lessons she has learned along the way.

CX Network: What has been the CX success you have been most proud of achieving in your career? 

Jessica Dawson: In a previous role, I was part of a two person project team that delivered the ability for clients to self-serve the management of their account and subscriptions through a web portal. While we had access to technical development resources in that team, I learnt so much about customer research, user experience, service design, solution architecture and more that gives me such a deep appreciation for some of the teams I now partner with today in my current role.

Most rewarding of all was having the ability to pilot the portal with clients and turn their feedback directly into enhancements with minimal lead time. This is one of the CX successes I am most proud of as it was an opportunity early in my career to use Voice of the Customer (VoC) to deliver a true step change in the client experience, and it has since influenced my path forward.

What is your golden rule for actioning voice of the customer data to optimize customer experiences and loyalty levels? 

JD: My golden rule is ensuring we empower others to continue to use Voice of the Customer data to drive change. One VoC team can reach a small group of stakeholders with their analysis and recommendations, however democratizing access to the data and upskilling the organization with the ability to interpret it will reduce the length of time from insight to action and deliver a far greater impact for customers.

To hear more from Jessica Dawson, register for CXN Live: Voice of the Customer APAC here.