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Interview

Gerry Brown, Chief Customer Rescue Officer at The Customer Lifeguard and speaker at our upcoming Customer Engagement Transformation Conference, gives insight into his case study and role …

1. Can you provide us with an insight into a ‘day in the life’ of your role?

I use my own daily experiences (good and bad) as a customer, to really understand what great CX means and then seek to adapt that to develop education programs, create presentations and build customer experience strategies to share with existing clients and new prospects. I communicate this via a variety of media, including phone calls, F2F meetings, sharing of posts and other information that I feel will be valuable and can lead to more detailed discussions. I also participate in conferences and other events as a speaker, chairperson or facilitator.

2. What do you think is the most important factor affecting Customer Engagement today?

The ability to recognise, adapt and respond to customer emotions, as being able to know what to say, how to say it and when to say it, will have a huge impact on how a customer reacts, especially in a situation where there is an issue such as a complaint or other problem that has left the customer frustrated, angry, or disappointed. And equally when the interaction has gone well, being able to leverage that for mutual benefit, such as being able to upsell, cross-sell or extend a contract. I’ve developed a specific workshop that addresses this entitled Can we Talk? – Conversation not Confrontation.

3. What do you think the future looks like for Customer Engagement?

As I’m a glass half-full person I believe that the outlook is positive, but only if organisation begin to recognise the role that emotions play, how important employee engagement and empowerment is and to make sure that dumb processes and procedures don’t overrule common senses.

4. Can you give us a brief overview of your case study?

The case study was effectively a guide to ensuring that in developing a Digital Transformation strategy, that the natural starting point was having a customer experience strategy and blueprint. I used examples of companies that had developed apps, websites and other digital media, that were disconnected, inconsistent with other channels and generally appeared to be setup for the companies benefit and not the customer. I showed how by truly understanding and defining customer need as our starting point and as the foundation, we can develop a digital strategy that works for everyone.

5. What did you most enjoy about the event?

It was great to see a broad range of topics discussed from some very passionate presenters and the opportunity to meet people that were legitimately interested in finding solutions and willing to share their experiences.