Podcast Summary: Episode #656 - Integrating CX and EX to Create Better Customer Outcomes with Sasha Fard, Capital One

Podcast Information:

• Title: The Agile Brand with Greg Kihlström®
• Host: Greg Kihlström
• Episode: #656
• Title: Integrating CX and EX to Create Better Customer Outcomes
• Guest: Sasha Fard, Country Lead for Customer Experience Management at Capital One
• Release Date: March 28, 2025

Introduction

In Episode #656 of The Agile Brand with Greg Kihlström®, host Greg Kihlström engages in a profound conversation with Sasha Fard, the Country Lead for Customer Experience Management at Capital One. The discussion revolves around the integration of Customer Experience (CX) and Employee Experience (EX) to foster better customer outcomes, enhance employee engagement, and drive sustainable business growth.

Guest Background

Sasha Fard's Journey in CX and EX

• Timestamp [02:47]: Sasha introduces herself as a certified Customer Experience Professional (CCXP) with over a decade of experience in both CX and EX fields.
• Career Path: Started in market research at a boutique consulting firm, progressed to managing Voice of the Customer (VOC) programs at a top North American bank, and ultimately joined Capital One to focus on brand development.
• Achievements: Leads a cross-functional team at Capital One, overseeing customer experience across key touchpoints and journeys. Notably, her team won the Global CXPA Impact Award for initiatives that enhanced both customer and employee experiences in global call centers.

The Interconnection of CX and EX

Why Fuse Customer and Employee Experiences?

• Timestamp [04:41]: Sasha emphasizes the intrinsic link between CX and EX. Engaged employees are pivotal in delivering exceptional customer experiences, which in turn drive better business outcomes.
• Case Study: References Ritz Carlton's approach, where employees are empowered with a $2,000 budget to resolve guest issues autonomously, fostering a proactive and motivated workforce.
• Key Insight: Simple actions like actively listening to employees and acting on their feedback can significantly enhance both EX and CX without substantial costs.

The Role of Brand Alignment

Aligning External and Internal Brand to Gain Competitive Advantage

• Timestamp [06:43]: Sasha discusses the importance of brand authenticity and consistency. She uses Costco as an example, highlighting how staying true to their promise of high-quality products at low prices reinforces both customer and employee trust.
• Authenticity Matters: Points out that brands like Tesla thrive because their internal culture and external promises are aligned. Any inconsistency can lead to employee disengagement and customer distrust.
• Conclusion: Ensuring that brand and culture align consistently is crucial for maintaining competitive advantage and fostering loyalty among both customers and employees.

Best Practices for Integrating CX and EX

Avoiding Common Pitfalls

• Timestamp [09:42]: Sasha identifies two primary mistakes companies make:
  1. Overemphasis on Metrics: Focusing solely on metrics like Customer Satisfaction (CSAT) can lead to gaming the system rather than fostering genuine improvements. Instead, organizations should concentrate on behaviors that drive these metrics.
     • Quote: “We actually didn't even have CSAT in our agent scorecard because we didn't want them to think about CSAT and just trying to focus on this one score.” – [09:42]
  2. Failing to Act on Feedback: Collecting feedback without taking actionable steps can erode trust and reduce future participation. It's better to refrain from asking for feedback than to ignore it consistently.
• Engagement and Ownership: Involving employees in the solution-making process enhances their sense of ownership and motivation. Continuous feedback loops after pilot initiatives reinforce the value of their input.

The Role of Technology and Platforms

Leveraging Medallia for Success

• Timestamp [17:16]: Sasha highlights the critical role of technology platforms like Medallia in collecting and reporting feedback across organizations.
• Data Collection: Utilizes multiple channels (email surveys, SMS, digital intercepts) to gather comprehensive feedback from both customers and employees.
• Reporting: Tailors dashboards to different user roles, ensuring that relevant metrics are accessible to respective leaders (e.g., contact center leaders have dashboards specific to their teams).
• Quote: “Technology plays a critical role... it's really about people and driving change.” – [17:16]
• Key Point: While technology is essential for data collection and dissemination, the focus should remain on using these tools to drive meaningful actions and improvements.

Ensuring Continuous Improvement

Embedding CX and EX into Organizational Culture

• Timestamp [19:38]: Sasha underscores that CX and EX are systems, not one-off initiatives, requiring sustained commitment.
• Strategies for Sustainability:
  • Relationship Building: Engage with stakeholders to reinforce the value and benefits of CX and EX initiatives.
  • Celebrating Wins: Share successes broadly within the organization to maintain momentum and showcase the impact of efforts.
    • Example: Capital One celebrated their CXPA award through monitors, cakes, and town hall sessions.
  • Setting Targets: Establishing ongoing targets for both EX and CX ensures continued focus and accountability without being punitive.
• Quote: “Sharing wins, sharing results, reinforcing the benefits is key...” – [19:38]
• Conclusion: Maintaining continuous improvement requires relationship management, recognition of achievements, and persistent goal-setting.

Highlights and Future Outlook

Medallia Experience Event Insights

• Timestamp [22:01]: Sasha expresses excitement about the Medallia Experience event, eager to learn from other leaders and share her insights on fostering connections between EX and CX.
• Key Takeaway: The event provides a platform to explore best practices and leverage tools and technologies that enhance both employee and customer experiences.

Staying Agile

Continuous Learning as a Path to Agility

• Timestamp [23:17]: Sasha shares her personal approach to staying agile in her role:
  • Continuous Learning: Constantly acquiring new skills and knowledge to adapt to evolving challenges.
  • Embracing New Roles: Transitioned from focusing solely on VOC insights to becoming a proficient change manager and problem solver.
  • Certifications: Obtained Lean Management certification to enhance problem-solving capabilities.
• Quote: “I'm always looking to learn new skills and learn new ways of doing things.” – [23:17]
• Conclusion: Agility is maintained through perpetual learning, adaptability, and expanding one's skill set to meet emerging demands.

Conclusion

In this insightful episode, Sasha Fard articulates the profound synergy between Customer Experience and Employee Experience. By integrating these domains, organizations like Capital One not only enhance customer satisfaction but also foster a motivated and engaged workforce. The discussion highlights best practices, the pivotal role of technology, and strategies for sustaining continuous improvement, offering valuable lessons for marketing leaders aiming to build agile, customer-centric brands.

Notable Quotes:

• “We actually didn't even have CSAT in our agent scorecard because we didn't want them to think about CSAT and just trying to focus on this one score.” – Sasha Fard [09:42]
• “Technology plays a critical role... it's really about people and driving change.” – Sasha Fard [17:16]
• “Sharing wins, sharing results, reinforcing the benefits is key...” – Sasha Fard [19:38]
• “I'm always looking to learn new skills and learn new ways of doing things.” – Sasha Fard [23:17]

Additional Resources:

• Learn More About Sasha Fard: Follow the links in the show notes to connect with Sasha and explore more about Capital One's initiatives.
• Medallia Experience: Stay updated with insights and best practices by attending the Medallia Experience conference.
• Subscribe to The Agile Brand: Access more episodes and stay informed on the latest trends in marketing technology, AI, and customer experience by subscribing to theagilebrand.com.