Customer experience (CX) is a team sport, and it's important for decision-makers across the organization to have access to the latest customer insights. In this short video, Char Sears from Unitus Community Credit Union discusses her organization's process for sharing conversation insights widely.
[0:00]
Char
I think, as leaders, our commitment to quality experiences is genuine. The question is around, “How are we executing that?”
[0:15]
Char
We feel strongly at Unitus that we need to build a listening strategy. Today, predominantly, that’s surveys. We know surveys serve a purpose; it is solicited feedback on very specific transactions. Those need to be used appropriately, because let’s face it, survey fatigue is very real.
[0:33]
Char
Then there’s the unsolicited feedback, which we will be gaining in a much deeper and broader way through these conversational insights. And this is where members are telling us everything else, and we think that’s really where the gold is.
[0:47]
Char
Taking that a step further, to really expand experience management practices, [we have to ask], “How are we handling the learnings and embedding these insights, turning them into action across the organization?”
[1:04]
Char
From service team leaders, product managers, our IT folks, our executives, member experience is a team sport. You need everyone in the conversation, and these member insights should really be communicated and distributed.
[1:21]
Char
For us, we want to look at the people, the products, the processes, and the technology. This way, we can start working much farther upstream, before the next call comes in, and really anticipate and overcome potential pitfalls in these transactions that come down the line.
