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Interview

Rosie Bailey, Director of Customer Management at CitySprint and speaker at our upcoming Customer Engagement Summit, gives insight into her case study and role …

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

I’m sure anyone working with customers will say that no two days are the same, but it’s true. Over a few days I can pretty much guarantee I will be replying to far too many emails, supporting my team with a key client visit, involved in meetings with my peers to discuss and plan the business strategy and performance, spending some 1-2-1 time with some of my direct reports, reviewing departmental KPIs and progress, trying to carve out some planning time and of course the inevitable quick fire issue resolution that comes with working in an ‘on demand’ service business.

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

For me it is increased expectation.

As a consumer, the best brands are meeting our demands for speed and quality in new and innovative ways all the time. We also have access to far more information and choice about our purchasing decisions both on a personal and business level. We compare experience not just within the product or service we are buying at that moment, but also across sectors and types of purchase or relationship.

This is a great challenge for all of us working in the customer management community, it is pushing all organisations to raise the bar and put the customer at the heart of our organisations more than we have ever done before.

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

I think it is such an exciting time to work with customers. Twenty years ago, businesses were almost entirely focussed on meeting their own needs, but now the customer is part of every conversation.

I still think there is a long way to go before any organisation could say they have satisfied all their customer needs, and there is a note of caution about chasing the pot of gold at the end of the rainbow because customers are all individual and cost must remain a factor.

There are so many opportunities to improve via innovation in technology, things can easily become confusing so involving your customers in the business roadmap and listening to their thoughts is even more important than ever.

Can you provide a sneak peek into your case study?

When I attend events, I hear many great success stories from organisations, but I have often felt that the speakers come from a highly sophisticated business with lots of project resource available.

As a mid-sized company, for the last twelve months my team have delivered the biggest customer transformation project I could imagine, and I was trusted with a sizable investment in the shape of our business future. It certainly hasn’t all been easy, and I thought it may be helpful to share firstly what we achieved, but probably more importantly what we learned.

What are you most looking forward to about the event?

This is my favourite conference all year. I am always blown away by the variety of information in the keynotes and case studies from the speakers. I leave energised and with some interesting ideas to consider implementing at CitySprint.