We had the pleasure of gaining valuable insights from Jason Farrell, the esteemed Chief Customer Officer at Amplifi Labs. With an impressive background in financial services and a successful track record as a consultant and leader, Jason brings a wealth of experience and wisdom to the table. Let's dive into his thoughts on various aspects of customer experience (CX) and customer success (CS).
What advice do you have for someone's first 100 days as head of CX or CS?
Jason emphasizes the importance of understanding the company's goals and values as a CX or CS leader during the initial phase. He advises showing respect and seeking input from team members who have been with the organization longer. Collaboration and active listening are vital to building a solid foundation for success. Remember, the journey to becoming a CX or CS leader is a learning process, so stay open to growth and continuous improvement.
What does your CX strategy focus on currently and in the future?
At Amplifi Labs, goal-setting plays a pivotal role in their CX strategy. Jason believes in quantifying objectives, breaking them down into achievable chunks, and utilizing data to drive decision-making. The company prioritizes a flat organizational structure that fosters collaboration and values the opinions of its employees. Happy employees lead to satisfied customers, and this mindset has contributed to their success.
What pain points do you have leading a CX or CS team?
As with any role, challenges arise, and one of the significant pain points Jason identifies is dealing with external factors beyond direct control. Economic fluctuations can impact customer spending, but he advises turning these challenges into opportunities. Analyzing data, adjusting strategies, and focusing on more touchpoints with customers can help mitigate the effects of external factors.
How do you establish partnerships and gain buy-in with the C-suite?
To gain buy-in from the C-Suite, Jason believes in showcasing how CX and CS initiatives contribute to the organization's success. It is crucial to demonstrate the value of the customer-centric approach and align it with overall business objectives. Additionally, a culture that values and empowers its employees fosters credibility, trust, and engagement, which resonates with the C-Suite.
Do you have an example of utilizing customer feedback to improve your company?
Customer feedback is a goldmine for Amplifi Labs. Jason shares an example of a potential project with a medical device company. While the client initially sought a costly, custom solution, Jason's team proposed a more cost-effective option leveraging existing solutions from renowned companies. Amplifi Labs secured their trust and built a lasting relationship by valuing the client's needs over just making a sale.
What is the future of CX and CS?
Jason believes that AI and machine learning tools will continue to play a significant role in CX and CS, but they should be seen as supportive tools rather than replacements for human interaction. Personalized, high-touch experiences will always be valued, and leveraging technology smartly will enhance customer journeys rather than detract from them.
About CX Chats
CX chats is an interview series with Ben Holland, where we talk to industry leaders in the field of customer experience and customer success. Each interview dives deep into the insights from each leader and highlights how they became successful, tips for aspiring CX professionals, and their thoughts on the future of CX.