We had the privilege of sitting down with Karyn Furstman, a seasoned customer experience (CX) professional and Principal at Customers Furst. With a long and distinguished career in the field of CX, Karyn has a wealth of knowledge to share. In this interview, she walks us through her journey to becoming a CX consultant, offers valuable advice for those stepping into a CX leadership role, and delves into her current and future CX strategies. Join us as we explore the world of CX consulting through Karyn's insightful perspective.
What advice do you have for someone's first 100 days as head of CX or CS?
Transitioning into a CX leadership role can be both exhilarating and overwhelming. Karyn offers invaluable advice for those embarking on this journey, emphasizing the importance of building a clear vision and charter for your CX team. Understanding the organization's current CX efforts and identifying gaps is key to effective strategy development. Karyn highlights the significance of listening to customer feedback and pain points, which serves as a foundation for shaping your approach. These first 100 days lay the groundwork for a successful CX journey.
What does your CX strategy focus on currently and in the future?
Karyn's expertise shines as she shares her current and future CX strategies. Her approach is grounded in a three-pillar framework: alignment around the experience, listening and acting on feedback, and driving cultural change. She emphasizes the need for a holistic view, encompassing all levels of the organization, from C-suite leaders to frontline employees. By building consistent service behaviors and engaging stakeholders, Karyn's strategies create a robust foundation for lasting CX transformation.
How Do You Measure Success With CX?
Karyn recognizes that measuring success in CX goes beyond traditional metrics. She advocates for a comprehensive approach that ties customer experience metrics, such as NPS or customer effort score, to financial performance. Karyn's approach ensures that the impact of CX efforts is transparent and relatable to the C-suite and the entire organization. By connecting CX improvements to tangible business outcomes, Karyn demonstrates the true value of a customer-centric approach.
How do you establish partnerships and gain buy-in with the C-suite?
Gaining buy-in from the C-suite can be a significant challenge for CX consultants. Karyn provides valuable insights into establishing partnerships and earning support from executive leadership. She emphasizes the importance of having a seat at the C-suite table and involving C-suite members in specific aspects of the customer journey. Karyn's approach ensures that CX initiatives are aligned with the organization's overall goals and that executive leaders are directly engaged in driving positive CX outcomes.
Do you have an example of utilizing customer feedback to improve your company?
Karyn shares a real-world example of how customer feedback was leveraged to drive meaningful improvements. In a scenario involving an insurance company, Karyn's team identified pain points related to customer understanding of bills and rate increases. Through root cause analysis and collaboration with various stakeholders, they simplified billing language, improved agent training, and clarified policy details. This comprehensive approach resulted in enhanced customer experiences, reduced complaints, and a tangible positive impact on the business.
What is the future of CX and CS?
As a forward-thinking CX expert, Karyn shares her insights into the future of customer experience. She emphasizes the growing importance of aligning CX with employee engagement and the need for ongoing innovation in CX strategies. Karyn predicts an increasing focus on creating seamless, omnichannel experiences that cater to evolving customer preferences. Ultimately, Karyn envisions a future where CX is seamlessly integrated into every aspect of an organization, leading to lasting success.
About Karyn Furstman
At the heart of every successful CX journey is a passionate and dedicated individual who guides the way. Karyn Furstman, the principal at Customers First, is a shining example of such a leader. Her path to becoming a CX consultant started with a strong foundation in marketing, advertising, branding, and CRM. As the discipline of customer experience emerged, Karyn's career naturally transitioned, and she found herself drawn to putting the customer at the center of every decision. With a deep-seated belief in the power of CX, Karyn's journey has taken her through various roles and certifications, leading her to her current position as a CX consultant and advocate.
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.