Podcast Summary: The Agile Brand™ with Greg Kihlström
Episode #612: Shared Understanding of Business Needs with Patty Soltis, Upwork
Release Date: December 9, 2024
Introduction
In Episode #612 of The Agile Brand™, host Greg Kihlström delves into the critical topic of establishing a shared understanding of business needs within organizations. Joining him is Patty Soltis, Senior Customer Experience Manager at Upwork, who brings decades of experience in customer-centric strategies and leadership. The conversation unpacks the challenges and strategies for fostering alignment between teams and overarching business objectives, emphasizing the importance of communication, empathy, and perseverance.
Guest Background
Patty Soltis brings a rich background to the discussion. With 30 years in the retail industry, including roles as Vice President and General Manager at prestigious companies like Lord and Taylor, Marshall Fields, and notably Neiman Marcus, Patty honed her expertise in customer centricity. Transitioning from retail to consulting and patient experience, she now steers customer experience initiatives at Upwork. Her journey underscores the transformative power of customer-focused strategies in driving business success.
Quote:
"I spent most of my career at Neiman Marcus and that's where I really learned about customer centricity and how being customer centric can really drive a business." (02:19)
The Importance of Shared Understanding of Business Needs
Greg opens the discussion by highlighting the necessity for teams to comprehend the broader business objectives they contribute to. Despite its apparent importance, Patty observes that this alignment often falls short.
Quote:
"Learning how to speak the language of the C suite, really learning how to speak the language of the business leaders of our partners inside organizations. And I think that, to me, is the big thing that holds people back." (04:10)
Patty emphasizes that effective communication with executive leadership is pivotal for customer experience (CX) professionals to elevate their roles beyond being perceived merely as "NPS owners."
Overcoming Barriers to Shared Understanding
The conversation identifies several obstacles that hinder the alignment of team efforts with business objectives:
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Building Relationships: Patty stresses the importance of nurturing relationships within the organization to facilitate better communication and understanding.
Quote:
"You can't jump in and expect that you're going to solve problems instantly. That, you know, that's a process and it takes time. And the relationships that we build make all the difference in the world." (04:39)
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Asking the Right Questions: Engaging with colleagues by asking insightful questions helps uncover deeper business insights and needs.
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Perseverance: Consistent effort and resilience are crucial in navigating organizational challenges and driving meaningful change.
Quote:
"Perseverance has so much to do with where you end up with inside of anything." (05:53)
Defining Value vs. ROI in Customer Experience
A significant portion of the discussion revolves around differentiating between proving Return on Investment (ROI) and demonstrating value within CX initiatives.
Quote:
"My interest is in how to provide value inside the organization. And when we know these things and we're able to articulate them, we're making our case for why this is important." (07:00)
Patty explains that while ROI focuses on financial returns, value encompasses broader contributions to the organization, such as customer retention and revenue growth. She shares her methodologies for quantifying the impact of promoters and detractors on the business, highlighting metrics beyond traditional ROI to showcase CX's intrinsic value.
Quote:
"I can tell you how much a promoter is worth, how much a promoter spends 90 days after feedback... that's all showing the value of customer centricity inside our organization." (08:28)
Leadership's Role in Bridging the Gap
Leadership plays a pivotal role in bridging the disconnect between team efforts and business goals. Patty outlines actionable steps leaders can take to foster alignment:
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Servant Leadership: Leaders should prioritize the needs of their teams, facilitating an environment where team members can thrive.
Quote:
"You got to actually do it is the servant leadership piece. We just kind of alluded to it a minute ago when I said I earned this." (14:44)
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Understanding Business Priorities: Immersing themselves in the organization's strategic plans enables leaders to guide their teams effectively.
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Effective Communication: Leaders need to articulate the importance of CX initiatives clearly, ensuring that all team members understand their roles in achieving business objectives.
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Empathy and Curiosity: Developing empathy towards both customers and internal stakeholders fosters better collaboration and innovation.
Quote:
"We, we as CX people talk all the time about having empathy for our customers. Well, darn it, why don't we have empathy for people inside our organization too?" (17:42)
Developing Empathy and Curiosity
Patty emphasizes that empathy and curiosity are essential soft skills for leaders aiming to bridge the gap between teams and business objectives. Understanding the challenges and priorities of different departments, such as finance or operations, allows leaders to tailor their communication and strategies effectively.
Quote:
"I'm very methodically learning it so that I am able to understand it and get into it." (16:34)
She advocates for continuous personal development, encouraging leaders to proactively seek knowledge and build strong interdepartmental relationships.
Practical Advice for Leaders
Towards the end of the episode, Patty offers pragmatic advice for leaders looking to enhance their teams' understanding of business needs:
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Ownership of Development: Leaders and team members must take responsibility for their own growth and skill acquisition.
Quote:
"I own my own development. It is not your boss's job to develop you. That is your job to develop yourself." (23:18)
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Utilizing Available Resources: Leveraging free resources such as podcasts, reports, and industry studies can aid in building a compelling business case for CX initiatives.
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Patience and Perseverance: Recognizing that aligning teams with business objectives is a gradual process that requires sustained effort and resilience.
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Specialization and Focus: Encouraging teams to find their niche within CX efforts to avoid overextension and enhance effectiveness.
Quote:
"This takes time. It's about relationships, it's about priorities, it's about hitting dead ends from time to time... patience piece, let's just lump that in with the other soft skills of curiosity, tenacity, perseverance and empathy." (25:19)
Conclusion
Episode #612 of The Agile Brand™ offers valuable insights into the importance of fostering a shared understanding of business needs within organizations. Through Patty Soltis' extensive experience and strategic approaches, listeners gain a deeper appreciation of how customer experience initiatives can drive substantial business value. The conversation underscores that effective communication, empathy, and leadership are crucial in aligning team efforts with organizational goals, ultimately leading to sustained business success.
Final Quote:
"Learn their priorities and speak their language." (27:00)
Key Takeaways
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Communication is Key: Understanding and speaking the language of business leaders is essential for aligning team efforts with business objectives.
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Value Over ROI: Demonstrating the broader value of CX initiatives, beyond just financial returns, can help cement their importance within the organization.
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Leadership Matters: Servant leadership, empathy, and continuous personal development are vital for bridging gaps between teams and business goals.
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Perseverance Pays Off: Building relationships and proving value requires sustained effort and resilience.
This episode serves as a compelling guide for leaders and CX professionals aiming to enhance their impact within their organizations by fostering a shared understanding of business needs and driving meaningful business value through customer-centric strategies.