Podcast Summary: "Stop Guessing! Win Customers Through Data AND Emotion"

Podcast Information

• Title: Experts of Experience
• Host: Lauren Wood (Mission.org)
• Guest: Stacy Sherman, Author, Advisor, Professional Speaker, Founder and Host of the Award-Winning Podcast Doing CX Right
• Presented by: Salesforce Customer Success
• Release Date: February 12, 2025

Introduction: Emphasizing Exceptional Customer Experience (CX)

In this compelling episode of Experts of Experience, host Lauren Wood engages in an insightful conversation with Stacy Sherman, a seasoned expert with 25 years of experience in leading CX teams at major brands like Verizon and AT&T. The discussion centers around transforming customer experience from mere satisfaction to exceptional, emotionally intelligent interactions backed by data-driven strategies.

Designing Experiences Based on Real Customer Needs

Stacy Sherman opens the dialogue by challenging the conventional focus on customer satisfaction, labeling it as "mediocre" (00:00). She advocates for designing customer experiences that genuinely address real needs rather than internal assumptions. Sherman emphasizes that successful companies "intentionally design the experiences based on real customer needs, not based on what the internal teams think" (00:08).

Breaking Down Organizational Silos for Unified CX

A significant portion of the conversation addresses the detrimental impact of organizational silos on customer experience. Stacy shares a personal anecdote about her frustrating experience with United Airlines, highlighting inconsistencies in communication across different platforms (07:19). She asserts, “the experience is disjointed. The communication is disjointed. The teams are working in silos, and the right hand doesn't know what the left hand's doing” (07:19).

Lauren Wood echoes this sentiment, noting that while silos may create internal clarity, they fail to provide a seamless experience for customers. Sherman suggests practical solutions such as cross-departmental workshops and journey mapping to foster collaboration and mutual understanding among teams (11:29).

The High Cost of Poor CX: Beyond Acquisition to Retention

Stacy Sherman delves into the significant costs associated with poor customer experience, emphasizing the importance of retention over mere acquisition. She recounts how her previous company successfully retained billions of dollars by proactively engaging with long-term customers a year before their contracts ended, ensuring that they were not just satisfied but delighted (17:19). Sherman highlights that "retention, staying in the relationship. It takes work. It's not an overnight thing" (17:19).

Leveraging Passives for Greater Customer Advocacy

The discussion moves to the often-overlooked segment of "passive" customers in Net Promoter Score (NPS) metrics. Sherman criticizes the exclusive focus on promoters and detractors, urging companies to engage passives to convert them into advocates. She shares a poignant example from the COVID-19 pandemic where her company reached out to customers without the intent to sell, merely to check on their well-being (22:21). This genuine act of care not only enhanced customer loyalty but also transformed passives into promoters.

Emotional Intelligence: The Heart of Meaningful Customer Interactions

Lauren Wood transitions the conversation to the role of emotional intelligence (EQ) in customer interactions. Sherman underscores the necessity of EQ, particularly in the age of AI, to maintain authentic human connections. She explains how high EQ leaders acknowledge and address the fears and concerns of both customers and their teams regarding new technologies (25:13). Sherman advocates for using AI as a tool to enhance human interactions rather than replace them, providing examples of AI-driven training platforms that allow employees to practice and improve their customer service skills in a safe environment (33:06).

AI in Customer Experience: Balancing Benefits and Risks

The conversation further explores the integration of AI in customer experience. Sherman praises AI's potential in aggregating and analyzing vast amounts of customer feedback, enabling companies to identify and address critical issues swiftly (34:51). However, she warns against poorly implemented AI solutions that frustrate customers by forcing them to repeat information when transitioning from bots to human agents (35:07). Lauren Wood agrees, emphasizing that AI should simplify and respect the customer's time and energy, aligning with the "law of great CX" which prioritizes ease and respect (38:02).

Accountability and Cross-Functional Metrics for Exceptional CX

Accountability emerges as a crucial theme, with Sherman distinguishing between responsibility and accountability. She describes accountability as going beyond completing tasks to ensuring customer delight and exceptional service (40:39). Sherman advises leaders to establish unified goals and shared metrics across departments to foster a collaborative approach to customer experience. Lauren Wood shares her experience of incorporating retention metrics into sales quotas, which led to significant improvements in customer retention by aligning sales and customer success teams (41:09).

Real-Life Examples: Remarkable Service that Builds Trust

Stacy Sherman recounts a recent personal experience where an airline and FedEx collaboratively returned her lost tablet, involving multiple human touchpoints without seeking recognition (47:57). This act of generosity and seamless service, documented through a TikTok video, exemplifies how remarkable customer experiences can build lasting trust and loyalty.

Key Takeaways and Final Advice

As the conversation draws to a close, Sherman offers a powerful piece of advice for customer experience leaders: “own it. Own it. Don't pass it on to someone else. It's someone else's job, that department. Own it. It starts with you” (50:17). She reinforces that every leader, regardless of their title, plays a crucial role in shaping the customer experience.

Conclusion: Empowering Teams for Exceptional CX

The episode concludes with Sherman highlighting the importance of cross-functional alignment and shared accountability in driving exceptional customer experiences. She encourages leaders to foster empathy, break down silos, and use both data and emotional intelligence to create meaningful connections with customers.

Notable Quotes

• Stacy Sherman (00:00): "Everybody listening. Stop measuring satisfaction. Satisfaction is mediocre."
• Stacy Sherman (00:08): "Do they intentionally design the experiences based on real customer needs, not based on what the internal teams think."
• Stacy Sherman (17:19): "Acquisition, sales is sexy. Retention, staying in the relationship. It takes work."
• Stacy Sherman (22:21): "Approach them without selling."
• Stacy Sherman (25:13): "AI is our reality. It's a tool, it's valuable if you use it in the responsibly way."
• Stacy Sherman (50:17): "Own it. Own it. Don't pass it on to someone else. It's someone else's job, that department. Own it."

Resources

Listeners are encouraged to visit Stacy Sherman's website, doingCXwrite.com, for her newsletter, free audit tools, and daily CX tips on LinkedIn.

This episode of Experts of Experience offers a rich exploration of the multifaceted nature of customer experience, blending strategic insights with practical examples. Stacy Sherman's expertise provides invaluable guidance for businesses aiming to transcend mediocre satisfaction and achieve exceptional, emotionally resonant customer interactions.