S1 E10: CX as a Career, Surprise & Delight, & Calculating ROI on CX with Michael Bair
Down To Chat
· with Michael Bair
· August 23, 2022
· 79 min
Summary
This episode dives into building a remarkable customer experience (CX) program, moving beyond generic support to create "surprise and delight" moments that foster loyalty. Learn how to strategically invest in CX by calculating its ROI, turning customer service into a profit center for your ecommerce business.
Key takeaways
Implement a 'surprise and delight' strategy by identifying key customer journey touchpoints where unexpected positive interactions can be introduced, leveraging data to personalize these moments rather than relying on generic gestures.
Develop a robust framework for calculating the ROI of CX initiatives by tracking metrics beyond traditional customer service costs, such as repeat purchase rates, customer lifetime value increase, and churn reduction directly attributable to CX enhancements.
Structure your CX team to move beyond being a cost center by empowering agents with the tools and training to resolve complex issues efficiently and identify upsell/cross-sell opportunities, transforming them into revenue drivers.
Foster internal collaboration between CX and marketing/product teams to align customer feedback with product development and campaign messaging, ensuring a customer-centric approach informs all business decisions.
View CX as a career path, not just an entry-level job. Invest in continuous training and development for your CX team, providing pathways for growth and specialization, which improves agent retention and service quality.
Themes
customer experiencecustomer retentionroi calculationteam building
In episode Ten of Down To Chat DTC, Eli chats with Michael Bair, the SVP of CX at FIGS. FIGS is a DTC healthcare apparel and lifestyle brand that celebrates, empowers, and serves current and future generations of healthcare professionals.
We chatted about CX as a career, quiet quitting, shipping insurance, leading and motivating large CX teams, and calculating ROI on great CX.
This podcast is brought to you by Swag.com and Wayflyer.
Get 10% off your first order at Swag.com with promo code DTC10.
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Cody: https://twitter.com/codyplof | https://www.codyplofker.com/newsletter
Eli: https://twitter.com/eliweisss | http://eliweisss.com
Michael: https://twitter.com/michaeljbair | https://www.linkedin.com/in/michaeljbair/
Frequently asked about this episode
What does this episode say about customer experience?
Implement a 'surprise and delight' strategy by identifying key customer journey touchpoints where unexpected positive interactions can be introduced, leveraging data to personalize these moments rather than relying on generic gestures.
What does this episode say about customer retention?
Develop a robust framework for calculating the ROI of CX initiatives by tracking metrics beyond traditional customer service costs, such as repeat purchase rates, customer lifetime value increase, and churn reduction directly attributable to CX enhancements.
What does this episode say about roi calculation?
Structure your CX team to move beyond being a cost center by empowering agents with the tools and training to resolve complex issues efficiently and identify upsell/cross-sell opportunities, transforming them into revenue drivers.
What does this episode say about team building?
Foster internal collaboration between CX and marketing/product teams to align customer feedback with product development and campaign messaging, ensuring a customer-centric approach informs all business decisions.
What does this episode say about customer experience?
View CX as a career path, not just an entry-level job. Invest in continuous training and development for your CX team, providing pathways for growth and specialization, which improves agent retention and service quality.
