Presented by Dan Gamber
Director of Experiences
Bridgestone Retail Operations, LLC

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This is obviously a hypothetical scenario – there is no such thing as a technically flawless platform! But it is a case study that, unfortunately for the customer, happens far too frequently in the real world.

What did Company A miss? They forgot about the customer. No customer ever said, “I hope they used fancy AI and cool automation technology to build their products”. Every customer does have the expectation that the products you build will reduce cognitive load, respect their time, and solve their problem quickly and easily.

Building truly customer-centric products requires moving past “what do users want” to asking “why do the users need it”. Here is a quick breakdown of some best practices as we unpack this philosophy:

• Don’t start with technology. Don’t begin by making important decisions like the kind of agentic framework to use, the target architecture, or whether to buy or build. These should come much later, after you have understood the problem. Instead, start by walking a few miles in the customer’s shoes.
  1. Look at where the customer is failing across the entire journey from the time they enter the funnel, see how often and where they are dropping off.
  2. Identify new features/products, then create a value-effort grid of everything you have identified that will make it easy for you to understand what type of product you should be building and what features you need to prioritize.

• Metrics are important, but the right metrics are everything. Move from output to outcome metrics.
  1. Measure what the customer sees and feels. Example of a common red flag: Company A rolled out a feature that has 98% adoption but returns negative customer satisfaction. The metrics dashboard celebrated the adoption and never looked past that.
  2. Layer quantitative telemetry on top of qualitative data from user feedback surveys, focus groups etc, to get the full picture. Don’t be alarmed if the two do not always tell the same story. What customers think they want and how they actually behave is the “Say Do” gap. You can only close that gap by looking at both types of data together.

• Plan and design for iteration and feedback. Waiting six months for a feature to improve is not an option:
  1. Design modular architectures that allow you to isolate and work on small chunks of features.
  2. Deploy experimentation platforms. Use synthetic and historic data to automate customer experience evaluation dashboards so that you can test against baseline CX metrics even before it reaches the customer.
  3. Insert customers into your feedback loop in real time. Perhaps you have identified a critical point in the journey where customers are abandoning and you simply don’t know why. Automate a micro-survey at this point in the journey, something light and quick like “looks like you are leaving, anything we can do better”?
  4. If you are using Agentic frameworks, enable real-time agent evaluations that supply dynamic feedback and automatically update your product roadmap every few minutes.

Building products that are relevant to the customer is the most reliable way to drive growth, increase revenue and improve satisfaction. A solution that solves a customer problem has much higher premium than the technology behind it. When the focus is on the customer, the product is a true market differentiator. Anyone can build products, but those who are customer–centric build lasting products that continue to evolve and meet the customer where they want to be met.

Shri has built her career at the intersection of customer experience, digital transformation, product strategy, and enterprise technology, helping organizations modernize how they serve customers, scale digital businesses, and prepare for the next era of AI-enabled engagement.

Across 20+ years in telecommunications, healthcare, financial services, insurance, and technology-driven environments, she has led transformation through ambiguity, complexity, and rapid change. Her work often begins where mandates are unclear, legacy systems limit progress, data ownership is fragmented, and teams need a stronger operating model to move from vision to measurable execution.

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The challenge is no longer only operational. It is energetic.

Every customer contact organization has systems, metrics, workflows, and technology. But beneath every escalation, service failure, agent interaction, and leadership decision is another layer that often goes unseen: the internal state from which people are operating.

That is where the Metacognitive Energy Method™ becomes valuable.

Why Energy Matters in Customer Contact Leadership

In high-pressure environments, leaders and agents do not simply respond to facts. They respond through their current level of stress, awareness, interpretation, and emotional regulation.

A leader under pressure may become reactive, overly controlling, avoidant, or disconnected from the people they are trying to support. An agent in a depleted state may struggle to show empathy, problem-solve creatively, or recover after a difficult interaction. A team operating in chronic stress may appear busy, but is not necessarily effective.

The Metacognitive Energy Method™ helps leaders pause and examine not only what is happening, but how they are perceiving and responding to what is happening.

This matters because customer contact work is emotional work. Customers often arrive frustrated, confused, anxious, or disappointed. Agents absorb that emotional load throughout the day. Leaders then absorb the pressure of performance metrics, staffing constraints, technology changes, and executive expectations.

Without a framework for managing internal energy, organizations risk solving surface-level problems while missing the deeper human operating system underneath them.

A Practical Framework for Better Leadership Response

The Metacognitive Energy Method™ helps leaders build awareness in four core areas:

1. Awareness: What is happening in the moment, internally and externally?
2. Becoming: Who am I choosing to be as a leader in this interaction?
3. Containment: Can I hold pressure without immediately reacting, rescuing, blaming, or shutting down?
4. Discernment: What response best serves the customer, the employee, the business, and the long-term culture?

For customer contact leaders, this framework creates a practical bridge between emotional intelligence and operational execution.

It helps leaders move from reaction to response.

Instead of immediately asking, “How do we fix this metric?” leaders can also ask:

What is this metric revealing about the energy of the team?

Where are agents experiencing friction, depletion, or confusion?

Are we leading from clarity or urgency?

Are our AI and automation strategies supporting human judgment, or simply adding another layer of pressure?

What internal state do our leaders need to model for the organization to perform sustainably?

These questions do not replace traditional contact center strategy. They strengthen it.

The Human Side of AI Transformation

As AI becomes more embedded in customer contact operations, the human side of leadership becomes even more important, not less.

AI can summarize calls, automate workflows, identify trends, and support faster resolution. But AI cannot replace the need for calm judgment, emotional regulation, trust-building, coaching, and human connection.

In fact, the more technology accelerates the pace of work, the more leaders need the ability to regulate their own energy and help their teams do the same.

A successful AI strategy is not only about adoption. It is about integration.

Leaders must help teams understand what is changing, why it matters, how their roles are evolving, and where human value remains essential. That requires more than communication. It requires presence.

When leaders are grounded, they create psychological safety. When they are clear, they reduce resistance. When they are regulated, they help teams move through uncertainty without collapsing into fear or fatigue.

A New Leadership Advantage

The next frontier of customer contact leadership is not only smarter technology or better process design. It is the ability to lead human energy through complexity.

Customer contact leaders who understand this will be better equipped to:

• Reduce reactive decision-making
• Improve agent resilience and engagement
• Strengthen coaching conversations
• Navigate AI transformation with less fear and more trust
• Create calmer, more consistent customer experiences
• Build cultures where performance and well-being can coexist

The leaders who will stand out in this next era are not the ones who push harder. They are the ones who can regulate faster, discern more clearly, and lead from a grounded internal state even when the external environment is changing.

Customer contact has always been about people. The future will belong to leaders who remember that people do not perform at their best simply because the process is efficient. They perform at their best when their energy is understood, supported, and intentionally led.

Lauren Guidry is a global operations and customer experience executive with more than 18 years of experience leading teams through complexity, transformation, and high-pressure business environments across logistics, supply chain, and service organizations.

Recognizing the connection between internal regulation and external performance,she became an ICF-certified coach through the Institute for Professional Excellence in Coaching (iPEC) and developed the Metacognitive Energy Method™, a practical framework that helps leaders recognize when performance is beginning to degrade, regulate their internal state, and make more intentional decisions in real time.

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Several years ago, struggling to handle call volumes due to understaffing resulting from COVID, we were faced with a few options. Add an IVR and try to divert callers, making it harder to get to an agent. Or, add a customer-led conversational AI voice assistant that would answer the call immediately and help callers resolve their concerns and make reservations.

Over the past few years, I have made these observations in comparing the roadblocks of a traditional IVR to our new conversational assistant and how it became a pathway to help our callers and drive more revenue while reducing costs.

In the ever-evolving landscape of customer service, the way companies interact with their customers can make or break their reputation. Traditional Interactive Voice Response (IVR) systems have long been criticized for their tendency to act as roadblocks, frustrating callers with confusing menus and limited options. However, the emergence of Conversational AI assistants presents a paradigm shift, transforming customer interactions into seamless pathways towards issue resolution.

The IVR Roadblock

IVR systems have been a staple of customer service for decades, designed to automate call routing and reduce the burden on human agents. However, they often fall short in delivering satisfactory customer experience. Callers are greeted with a series of robotic prompts, forcing them to navigate through a maze of menu options, often leading to dead ends or irrelevant departments. Frustration mounts as customers struggle to articulate their issue within the confines of pre-determined choices, leading to longer call times and decreased satisfaction.

The Conversational AI Pathway

Conversational AI assistants represent a departure from the rigid structure of IVR systems, offering a more intuitive and natural way for customers to interact with businesses. Powered by advanced natural language processing (NLP) and machine learning algorithms, these virtual assistants can understand and respond to a wide range of inquiries, regardless of how they are phrased. By leveraging contextual understanding and personalized data, Conversational AI assistants guide callers along a pathway tailored to their needs, swiftly addressing their concerns and providing relevant solutions.

Key Differences:

1. Flexibility: IVR systems offer limited flexibility, constraining callers within predefined menu options. Conversational AI assistants, on the other hand, adapt to the unique needs and preferences of each caller, offering a more dynamic and personalized experience.
2. Engagement: IVR systems often leave callers feeling disconnected and frustrated due to their impersonal nature. Conversational AI assistants engage callers in natural, human-like conversations, fostering a sense of empathy and understanding.
3. Resolution Time: IVR systems can prolong resolution times as callers struggle to navigate through menus or wait for human assistance. Conversational AI assistants streamline the process by quickly identifying and addressing customer inquiries, leading to faster issue resolution and higher satisfaction rates.

The Path Forward

As businesses strive to enhance their customer service offerings, transitioning from IVR roadblocks to Conversational AI pathways represents a significant opportunity for improvement. By embracing the capabilities of Conversational AI technology, companies can elevate customer experience, drive operational efficiency, and build stronger relationships with their clientele. As customer expectations continue to evolve, the path forward is clear: it’s time to break down barriers and pave the way for seamless, conversational interactions.

With over 35 years of experience, Brian Jeppesen is a seasoned leader in contact center operations and two-time Frost & Sullivan award winner. He specializes in deploying Conversational AI to enhance customer experience and reduce costs, has led teams of up to 2,500 agents across global brands including Landry’s and Golden Nugget and serves on the Board of Directors for the Contact Center AI Association.

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By 2027, the companies leading the CX revolution won’t just be running AI pilot programs; they’ll be operating seamlessly with AI at their core. But wait—there’s a twist! To truly thrive, these organizations will need to ensure that their best employees are part of this journey.

Let’s dive into the ten strategic imperatives that will help CX leaders carve out their competitive edge over the next couple of years.

 AI Voice Agents Surge as the IVR Era Fades

Imagine chatting with an AI that feels almost human. Voice AI is quickly becoming the hot topic in customer experience, with response speed at a level that makes AI conversations almost indistinguishable from those with human agents. This means AI can handle everything from authentication to claims with ease, smoothly handing off to a human whenever necessary.

Strategic Focus:

• Aim for lightning-fast <800ms response times.
• Build a session memory that flows across different channels.
• Gradually transition away from IVR while continuously testing new methods.

Decision Intelligence Becomes the New Organizational Superpower

Analytics will evolve from a passive role to a dynamic force within organizations. By 2026, expect decision intelligence to be embedded across CX, marketing, and operations, offering real-time insights to proactively tackle churn risks and identify revenue opportunities.

Strategic Focus:

• Create a cross-functional “Decision Desk” for unified insights.
• Rethink customer journeys from start to finish.
• Establish feedback loops that keep the learning process alive.

Experience Orchestration Becomes the Backbone of CX

It’s no longer sufficient to just be omnichannel; it’s time for orchestration. This involves harmonizing marketing, sales, and service to create seamless and proactive journeys. By focusing on identity resolution and policy-aware routing, companies can significantly reduce customer drop-offs and boost conversions.

Strategic Focus:

• Identify and map out the top five customer journeys.
• Centralize approval processes and rules.
• Use safe testing environments to trial AI-driven workflows.

Humanizing AI Becomes a Design Principle

In a world chasing efficiency, empathy must rise to the forefront. AI must not only be smart but also transparent, relatable, and able to provide clear explanations. When AI assistant “copilots” can communicate with understanding, it builds trust and enhances customer satisfaction.

Strategic Focus:

• Measure empathy levels and sentiment during AI interactions.
• Incorporate explainer widgets where explanations are crucial.
• Address potential biases, tone, and accessibility concerns.

Employee Experience (EX) Returns to Center Stage

As AI takes over routine tasks, the spotlight shifts back to human agents who handle more complex and emotional interactions. Empowered employees significantly enhance the customer experience – organizations that leverage multiple solutions report 64% higher employee engagement.

Strategic Focus:

• Redesign roles to emphasize AI collaboration.
• Ensure agents are trained and certified in using AI tools.
• Invest in employee well-being, especially in high-stress situations.

CX Tightens Its Connection to Business Outcomes

2026 signals a pivotal shift towards ROI-driven CX. Success metrics will expand beyond mere survey scores to include retention, revenue, and overall service costs, with every aspect of the CX roadmap resembling an investment portfolio.

Strategic Focus:

• Standardize templates for business cases.
• Publish a quarterly report on CX profit and loss.
• Align incentives with customer journey outcomes.

Trust and Governance Become Non-Negotiable

As AI continues to grow, customers crave transparency. They want to know when they’re chatting with an AI and how their data is being used. Establishing strong governance and consent management practices will be crucial.

Strategic Focus:

• Develop an AI risk register to identify and mitigate concerns.
• Implement controls for bias, privacy, and safety.
• Clearly label AI interactions and conduct ongoing validation.

Machine Customers Emerge as a New CX Segment

The future isn’t just about people; enter the age of machine customers. AI agents and autonomous systems will take a seat at the table, handling tasks like placing orders and booking services, leading to new strategies and opportunities.

Strategic Focus:

• Create experiences with an API-first approach.
• Define parameters for interactions, including quotas and liabilities.
• Implement observability tools and emergency protocols.

Unstructured Data Becomes the Core AI Advantage

Did you know that a staggering 70–90% of enterprise data is unstructured? This treasure trove lies in conversations, images, and videos, which hold the key to meaningful customer insights. By 2026, harnessing this unstructured data will give companies a significant edge.

Strategic Focus:

• Invest in data fabrics to integrate diverse data types.
• Harness advanced analytics to extract actionable insights from unstructured data.

In Conclusion

As we look ahead to 2026–2027, it’s clear the customer experience landscape is poised for remarkable change. By embracing these strategic imperatives, organizations can ensure they are not just keeping pace but leading the charge toward a promising future of innovation and enhanced customer satisfaction. Are you ready to join the revolution?

Alpa Shah, Global Vice President at Frost & Sullivan, has vast professional and volunteer experience in developing business and organization strategies; analyzing product, regional, and vertical markets; planning and executing events; sales and marketing; writing growth opportunity insights; and, most importantly, creating and inspiring teams to be best in class. Her current area of focus is on CX; she has also worked on projects covering technologies such as UC and mobile and wireless.

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As a seasoned customer experience executive in a contact center, I have learned that great service is never accidental. It comes from disciplined leadership, clear priorities, and a deep respect for both the customer and the frontline employee. Every call, chat, and email is an opportunity to strengthen trust or weaken it. My responsibility is to create an environment where teams can consistently deliver confidence, clarity, and care, even when customer needs are complex and emotions are high.

Balancing Data with Empathy

The best contact centers balance operational rigor with human empathy. Data helps leaders understand performance, identify gaps, and prioritize action, but numbers alone never tell the full story. Behind every metric is a customer seeking reassurance and an agent working to solve a problem well. Strong leadership means using data to make better decisions without losing sight of the people those decisions affect. Metrics like the following are always a result of the human interactions behind them:

• Customer Effort
• First-contact resolution
• Customer satisfaction
• Quality scores
• Service level

Empowering the Frontline

One of the most important lessons I have learned is that customer experience cannot outperform employee experience for long. If agents do not feel supported, informed, and trusted, service quality will eventually suffer. That is why it’s important to invest in coaching, knowledge tools, and a culture that combines accountability with support. I expect high standards, but I also believe leaders must remove obstacles, provide context, and help people grow. When agents feel confident and valued, they serve customers with greater consistency and care.

Using Technology with Purpose

The contact center has changed dramatically during my career with the rise of digital channels, automation, and AI. I see technology as an enabler, not a replacement for thoughtful leadership or genuine human connection. When used well, AI reduces effort, streamlines workflows, and helps agents find the right answers faster. When used poorly, it creates distance and frustration. Innovation should simplify the experience for both customers and employees, making each interaction smarter, more seamless, and still personal.

Why the Work Matters

What continues to inspire me about leading customer experience is that the work is both practical and meaningful. We solve immediate problems, but we also shape how customers remember a brand and whether they remain loyal. A strong contact center is not just a cost center; it is a source of insight, trust, and competitive advantage. As leaders, we must be candid, data-driven, and people-centered at the same time. When we strike that balance, we do more than improve performance; we build organizations that are resilient, responsive, and worthy of the customer’s confidence.

Remember, as customer experience leaders we have the privilege of supporting the two most valuable assets of any company – their customers and their employees!

Christina Bell serves as Vice President of Contact Center Solutions at BCD Travel, where her visionary leadership has driven operational excellence and meaningful cost savings through innovative service strategies. Known for her strong analytical mindset and collaborative approach, she consistently centers customer loyalty and agent effectiveness in her work.

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KEY TAKE-AWAYS

• The contact center used to be phone based, scripted; volume focused; face to face supervision.
• Now there’s omni channel CX, virtual coaching and in some cases, 24/7 AI automation.
• Leadership must adapt as there are higher and different expectations, rapid technological changes, and increasing burnout fatigue.

Servant Leadership

• Servant Leadership is a solution-based choice: as a leader you serve your employees, it’s not about authority.
• You help people grow by removing barriers and making employees a part of the process.
• Servant Leadership is about making the goals clear; showing people that you are in it with them; listening, empowering and having empathy.
• ID a clear path and growth channels; promote when possible; build leadership from the frontline; invest in coaching and development.
• Change is constant – servant leaders should stay connected to the front line; listen to the call, review chats, take calls sometimes.

What Servant Leadership is Not

• It’s not about lower expectations.
• You can still hold employees accountable – and should.
• You can still be clear about expectations and conduct critical conversations.
• You still need to provide the right tools.

ACTION ITEMS

Employee development:

• Customer service path should include career growth for those that desire it.
• Let team members try new roles first, then decide if they want to go for them.
• Sometimes employees are promoted into a managerial role and it’s not the best fit. Let them opt out if necessary.
• Make sure managers know how to coach. Sit in coaching sessions and try to help.
• Train new leaders if needed.

Culture and engagement

• Recognition drives engagement – have fun when you can and celebrate wins!
• Give agents a voice! Make sure they are part of the process.
• When volume goes up, shift employee positions if needed.
• Have channels where people can express themselves …use customer comments in those channels to pump up employees.

BEST PRACTICES

• Set people up to succeed.
• Remove barriers via Servant Leadership.
• Design an evaluation process to close gaps.
• Be authentic and intentional with all kinds of employees, in-person and hybrid.
• Ask for visibility and presence by ensuring on-camera meetings.

 FINAL THOUGHTS

• Coaching should take place at both at the agent and leadership level.
• Stay connected to front line realities.
• Coach more than you correct.
• Balance empathy and accountability.

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Customers no longer start with a brand when they need help. They start with an AI-enabled search ecosystem that sits entirely outside the company’s control. This shift is redefining how issues are resolved, how opinions are formed, and how buying decisions take shape.

For years, self-service meant slogging through clunky IVRs, outdated knowledge bases, and rigid chatbots. Today, customers solve problems faster and with better context by turning to Google’s AI Overview, Reddit discussions, YouTube walkthroughs, large-language-model answers, and third-party experts. The center of gravity has moved.

This change is not the result of brands perfecting their portals or finally mastering knowledge management. Customers simply found something better.

The Power Shift No Brand Saw Coming

Search models trained on vast public data now surface explanations, video demonstrations, peer insights, and troubleshooting advice in seconds. These results rarely come from the brand. They come from creators, reviewers, communities, and aggregated public sources that customers find easier to navigate and more trustworthy.

A simple example illustrates the shift. When troubleshooting a camera flash connection, a quick search delivered a complete diagnosis with explanations drawn from CNET and multiple user communities.

Notably, none of the information came from the manufacturers themselves. The customer journey never touched the brand.

This pattern now shapes a significant portion of problem-solving and pre-purchase research. Public ecosystems have become the de facto service front door.

The New Gatekeepers of Customer Trust

When external channels outperform brand-owned resources, the implications extend far beyond issue resolution.

Trust redistribution.
Customers trust third-party sources because they offer frictionless access, real-world context, and collective intelligence. Brands lose influence when their official guidance is harder to find or slower to update.

Visibility gaps.
A growing share of product discussions, problem-solving exchanges, and purchase considerations now take place where many organizations have no presence. Reddit alone reports that over half of online product conversations mention its platform. That scale reshapes perception long before a customer reaches the brand.

Knowledge decentralization.
Large community ecosystems—peer groups, creators, reviewers—often surface more relevant answers than internal teams. Experienced leaders have long observed that well-run peer networks can correct inaccurate content faster than official sources.

Service impact without brand contact.
A customer can form an opinion, fix an issue, or decide to churn based entirely on information the brand never produced. Traditional CX metrics fail to capture this new reality.

This moment marks a structural realignment of how trust, service, and influence operate.

The Leadership Response to a Decentralized Service World

This shift raises the standard for how brands participate in a distributed information environment. Leaders need a strategy that aligns with how customers actually behave.

1. Establish a credible source of truth. A rigorously maintained knowledge layer remains essential. Search engines increasingly prioritize accuracy, freshness, structure, and authority. Organizations that treat knowledge as infrastructure, not an afterthought, earn visibility across discovery ecosystems and reduce downstream service failures.
2. Participate where customers already learn. Brands cannot ignore the conversations shaping their reputation. They need a presence in the digital spaces where customers troubleshoot and evaluate products. That can include verified participation in Reddit threads, structured engagement on YouTube, and contributions to communities where expertise is demanded.
3. Strengthen community-led expertise. Customer advocates, power users, and knowledgeable creators influence perceptions far more than marketing copy or help-center articles. Identify them, build relationships with them, and equip them with accurate information. Distributed trust requires distributed expertise.
4. Redesign metrics around external behavior. Traditional service KPIs capture only a fraction of what customers experience. Leaders need new measures that reflect:
   • Issue resolution occurring outside brand channels
   • The accuracy and influence of community-driven content
   • Search ecosystem visibility
   • Third-party sentiment shaping intent

These metrics matter because they reflect the world customers actually experience.

The Mandate for Modern Customer Experience

Self-service now reflects the intelligence customers can access instantly across the broader digital ecosystem. Leaders who understand this shift will invest in knowledge infrastructure, community engagement, and distributed influence. Leaders who ignore it will lose ground in environments they never entered.

Nate Brown loves two things very much…customer experience and community. Fortunately, these concepts go hand-in-hand! As a community builder, Nate co-founded CX Accelerator in 2018. Quickly growing to well over four thousand members, this vibrant collection of CX leaders is helping one another to maximize their career and accomplish remarkable things in service to others. Nate also heads up Advisory Services for Metric Sherpa, a research firm helping organizations to transform customer interactions.

Justin Robbins has over 20 years of experience in customer experience and contact center operations, helping organizations improve interactions and drive measurable growth. As the Founder and Principal Analyst of Metric Sherpa, he delivers strategic insights that bridge the gap between CX solutions and real customer needs.

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Most organizations agree that “customer-centricity” is the goal, yet most fail to operationalize the concept because they treat research as a phase rather than a pulse. In a virtual, members-only event,  thought leader David Massey broke down the operational engine behind UPS’s recent digital transformation.

Moving beyond the “what” of the case study, the session focused on the “how.” Massey discussed the specific mechanics of moving from quarterly client surveys to weekly, sprint-based co-creation activities with customers. Participants learned how to use transparency to reduce customer friction, how to conduct “watch parties” with customers, how to align engineering with other departments, and how to track efficiency metrics that defend the budget.

Action Items

• Accelerate Speed-to-Market: Learn how to replace slow, “check-the-box” feedback loops with a high-velocity sprint engine that drastically reduces development rework
• Break the “Game of Telephone:” Implement strategies like “Virtual Watch Parties” that force engineers, designers, and business leaders to witness user struggles together in real-time
• Track Metrics That Defend Budget: Move beyond vanity scores to track the hard ROI of effortless experiences, focusing on development efficiency, support reduction, and conversion impact

David Massey began by noting that he would be sharing highlights of his journey helping to build a new operational playbook at UPS and successfully redesigning the customer experience. His presentation included guidelines for building continuous, meaningful dialogue with customers, with the end goal of improving their experiences and changing inefficient organizational processes.

As noted, many companies claim to offer their customers “effortless experiences” but few truly achieve it. When it comes to customer service, many organizations still rely on dated, largely ineffective practices like periodic check-ins or quarterly surveys, often administered way too late to resolve issues. As UPS discovered, it’s much better to build a business where stakeholders listen to customers on a regular basis, adapt to their needs, and address their issues in a timely manner.

Moving from Long-Term to Real-Time

Massey outlined a process to help customer contact leaders shift their thinking and actions from a long-term “project phases” mindset to a continuous, “pulse-taking” approach to customer service. The key steps – Prototype-Pulse-Synthesize and Iterate, are described in the graphic below:

As discussed, conducting customer research does not need to be a lengthy process. Start with a minimum viable concept and then “pulse test” it with users and customers. There are AI tools that can assist with these discussions. Next steps include synthesizing the feedback and pinpointing customer pain points. Try to really understand and hear what your customers are saying. It may not be what you want to hear. Finally, iterate, fix and improve issues and plan on continuously repeating the process. Act on the data accrued.

UPS leveraged the above approach at scale and successfully re-designed the small business shipping experience for their customers. Teams consisting of product leaders, engineers, marketers and others spoke to or listened to thousands of customers in a matter of weeks via real-time, moderated interviews or surveys. This approach allowed them to move three times faster from concept to production than previously. In addition to making enterprise operations more efficient, the customer feedback helped teams ensure that they were on track with products, processes, and experiences. It also helped to align teams.

Key Transformation Takeaways

In addition to outlining the process changes UPS made, Massey shared some key insights and lessons learned along the journey. Top takeaways included:

• Strive to minimize or eliminate customer friction and cognitive overload; make it easy/easier for your customers to do business with you
• Give pertinent product and billing information and set realistic expectations – but don’t overdo it
  • Example: UPS found that 77% of customers wanted to review details before payment
  • But 69% preferred rough estimates for speedier service – they didn’t need every single detail before shipping, just a realistic estimate
• Design experiences that help you understand how your customers really feel
• Be prepared for at least some of your assumptions to be incorrect
• Talking to your customers can help you understand the why of their behaviors – something that surveys rarely accomplish

Final Thoughts

In closing, Massey made clear that he was presenting a simplified version of the processes and playbook UPS leveraged. He also emphasized the importance of showing the value of a good customer experience and tracking metrics that contribute to the bottom line, such as call deflection, conversion rates and incremental revenue. He encouraged CX executives to defend their budgets and share good results with leadership. This is particularly important in the customer contact space, which is not traditionally recognized as a profit center.

David Massey has spearheaded customer-centric digital transformation for over two decades, pioneering UPS’s Experience Design revolution through data-driven optimization. As a digital transformation leader, he established UPS’s first customer co-creation programs that significantly improved digital experiences on ups.com and across UPS’s global digital ecosystem spanning 225 countries in 38 languages, directly contributing to substantial business growth and enhanced customer satisfaction.

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