Execs In The Know- A Global Network of Customer Experience Professionals

Tag Archives: Customer Feedback

Meet The Board – Razia Richter – The Importance of Active Listening

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“Listening is one of our greatest gifts”

Get to know: Razia Richter, Senior Vice President and Chief Customer Officer at Petco

We’ve all heard this at some point in our lives, right? “Listen more, listen actively or be in the moment.” I am grateful to my parents, teachers and mentors who have reminded me of this along my life journey.

In my role as a customer service leader, I find this skill to be so critical, one that must always be a priority in everything we do. I believe the best customer service starts with listening to what our customers are saying. Whether it’s from their feedback, behaviors, observations or a simple chat. Actively listening will generally lead to the best outcomes and relationships.

For the past 25 years, I have had the amazing opportunity to work for Petco, a leading national pet specialty retailer with more than 1,470 locations across the U.S., Puerto Rico and Mexico. Today, I am the Senior Vice President and Chief Customer Officer for the company. In this role, I lead companywide efforts to build customer loyalty and continually improve Petco’s customer experience.  I oversee the company’s ongoing work to routinely embed customer and market intelligence and practices into Petco’s strategic planning and daily work.

I was thrilled to take on this role several years ago. It began with the implementation of the Net Promoter Customer feedback process, which has now been expanded to all lines of business. It then expanded to being the central point of contact as it relates to customer insights, and then finally owning the front-line closed loop aspect of our contact centers.

When I first joined Petco in the accounting department my favorite project was to work in our stores to learn firsthand about the customer and store partners. I spent days listening and observing, with the goal of bringing what I learned back to the corporate office to make a difference for our store teams.   Continue reading

Cultivating CX Change: A Real-life Success Story

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The following is a guest blog written by Lorraine Schumacher, Customer Experience Evangelist at Clarabridge. Learn more about Clarabridge by visiting their website.

Starting a Customer Experience (CX) program is no small feat. For Justin MacDonald, Customer Experience Manager at Infusionsoft, he eats, breathes, and sleeps CX and is a passionate champion and change agent within his business. A Software-as-a Service (SaaS) company that serves small businesses, Infusionsoft needs to earn their customers’ loyalty each month. To keep pulse on the customer experience—whether it’s calling the support center, using the product, or any other interaction—the business relies on customer feedback from multiple sources.

MacDonald shared some key principles that he’s identified as critical to understand when building a CX program.

CX Impacts Everything

It’s critical for a CX team to work cross-functionally because CX impacts all areas of the business, and all areas of the business impact CX. A true omni-source program gathers customer feedback from all sources, on all areas of the customer experience, and then makes that information actionable.

“With entrepreneurs and small businesses, business is personal, and their experience with every element of their journeys with our company and product impacts their business, their customers, and ultimately their vote to continue business with us each month,” said MacDonald. “Customer retention, cost of acquisition, and monthly recurring revenue are all majorly impacted by customer experience. We believe we will hit our business goals because we deliver a great customer experience.”

A true believer that a strong CX program is worth its weight in gold, MacDonald adds, “You don’t make experiences better for customers so that your company benefits; your company benefits because you make customer experiences better.” Continue reading