Customer Experience as a Grass Roots Movement - Topbox

Customer Experience as a Grass Roots Movement

Last week, Topbox had the honor of sponsoring, attending and participating in the TaskUs CX summit in San Francisco.  TaskUs leaders Bryce Maddock and Jaspar Weir hosted an outstanding event for their amazing clients and other thought leaders in the CX space. It’s so refreshing to see companies like TaskUs emphasizing the need for focus on Customer Experience both in and upstream of the contact center.  It’s clearly a hot topic for their clients, and the summit attendee list was proof of that.

I really like these opportunities to step outside of the Topbox bubble to hear directly from a broader group of people and companies about where they are in their journey toward a greater focus on Customer Experience.  As expected, this gathering was a microcosm of the greater business world. You could feel the energy around CX – it’s top of mind, it’s exciting, and it’s emerging. But what it isn’t yet to so many companies is an organized, concerted effort.

I wrote a blog a couple weeks ago named The Rise of the Chief Experience Officer that received a lot of views, likes and comments. It bears repeating that we’re starting to see executives in the C suite in the form of CXOs or CCOs with the primary responsibility for Customer Experience. For some other companies, it’s still a collateral duty of an executive who has plenty of other things on her/his plate.  And for many others, it’s a grass roots movement led by someone who is organizationally motivated, intellectually curious, upwardly mobile, or maybe all of the above. All it takes is for someone to see a need and start to act on it.

In that last blog, I discussed Topbox’s own Chris Stark who created and led Nike’s Voice of the Customer effort before joining our company.  Another great example of this is Casey Denby of Western Union (who joined us at the CX Summit). He saw the need for a way to assess WU’s customer experience with the contact centers.  Casey’s relentless pursuit of this objective led him to Topbox, and he and his team are starting to capture additional CX insights with origins upstream of the contact center.  This evolution from an original objective to broader organizational value is very typical in the CX progression.

The point here is that while we are seeing “The Rise of the Chief Experience Officer”, formalization of a CX program is still emerging in most companies.  But here’s the thing – every organization has a Casey Denby…, or a Lisa Lavin at Orvis (with whom we’ve collaborated on Topbox case studies) , or a Chris Stark in his days at Nike, or other Topbox clients who have kickstarted a CX movement in their companies. These are not C suite executives (yet!), but they are self-starters who saw the need and took the initiative to fight for the right tools and a small team to start looking at CX through a single, comprehensive lens.

I met many people in San Francisco last week who may not be as far along as Casey, Lisa, and Chris, but it’s clear that they share the same passion and see the need.  Taking the next step is what matters most!