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The Expert Tips We Learned from the CX All-Star: Episode 1 Webinar

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min
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Christelle Agustin
-
Feb 7, 2024

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Blog

The Expert Tips We Learned from the CX All-Star: Episode 1 Webinar

min
-
Christelle Agustin
-
Feb 7, 2024

Last September, Gorgias hosted CX-All Star: Episode 1, a webinar presented by a superstar panel of customer experience leaders in the DTC industry. From the health and wellness space to the tech sphere, experts Eli Weiss, Amanda Kwasniewicz, Deja Jefferson, and Ren Fuller-Wasserman gathered years of experience and wasted no time sharing their top strategies, tips, and a-ha moments with fellow attendees.

One hour wasn't long enough to reveal all their expert tricks, but it was definitely enough to help fellow CXers rethink their strategy. If you weren't able to attend the event, these were the top four lessons we learned from CX All-Star: Episode 1.

1) Make CX the core of your business if it isn't already

Amanda Kwasniewicz, the VP of Customer Experience at ‎Love Wellness, emphasizes how CX should be the core of any business. "[CX] has a finger on the pulse of everything we do, whether we're just on the receiving end or whether we're executing it."

To emphasize CX's far-reaching impact, Amanda introduced a company-wide policy where every new employee spends six weeks working directly with support tickets and customers. This immersive approach to CX was so successful that non-CX team members, from marketing to finance, were able to help the CX team during a hectic inbox day when Love Wellness migrated platforms.

‎Read more: Why customer service is important, according to a VP of CX

"I think CX is often viewed as a call center, a revenue driver—and we're missing the core part that it's a feedback machine. It's like a feedback treasure trove. So, if you can think about it as all three of those things, that's what it is. It really is about the experience."
—Amanda Kwasniewicz, VP of Customer Experience at Love Wellness

2) The best CX hires are empathetic and eager to learn

"Brands are either notoriously anti-having a big CX team, or they're very straightforward. Either one of those extremes is dangerous," says Eli Weiss, VP of Retention Advocacy at Yotpo. The balance lies in building a team of passionate learners willing to grow.

Our experts agree that product knowledge can be taught through training, but soft skills like empathy, creativity, and passion are intrinsic. Eli notes that asking questions like "Why CX?" helps determine if a candidate will stick around. Amanda notes these team members often become superstar hires for other departments because of the breadth of their knowledge and skills.

Related: Hiring for customer service

“[LinkedIn] is how I've gotten a lot of people early on. I just looked at brands that crush it and said, 'Stay exactly where you are. I just need 2 hours.' Those 2 hours will usually give you what you as a founder can do in six, because somebody that's doing it all day is probably really good at figuring out how to put a move on it.”
—Eli Weiss, VP of Retention Advocacy at Yotpo

3) Acknowledge different learning styles in your onboarding process

"If people can understand and learn the product they're selling and they can educate the customer, I think that's really valuable," says Deja Jefferson, Manager of Customer Insights at skincare brand Topicals. That's why she takes a diverse approach to product knowledge onboarding.

At Topicals, new hires don't only have to pore over lengthy documents to learn about skincare products. They get their hands dirty by speaking to experts in the product team, reading cheat sheets, and talking to customers about personal skin concerns. This multifaceted strategy is inclusive to all types of learners and leads to agents becoming true experts.

Read more: Customer service training: what to cover + how to do it

"People who are passionate about what they're doing and about helping customers [will] figure out the rest."
—Deja Jefferson, Customer Insights Manager at Topicals

4) When necessary, break the script to create mensch moments

Ren Fuller-Wasserman, Head of Customer Experience at bidet brand TUSHY, empowers her team to go above standard protocols to create memorable or, as her team calls it, mensch (Yiddish for a person of integrity) moments. These are exceptional CX moments that can't be found in the onboarding manual, things like sending handwritten notes, personalized texts, and replacing items without question.

However, as with all things, it's also valuable to understand that mistakes happen. Ren likens the trial-and-error nature of customer experience to building a plane as it's being flown — it won't be perfect. She notes that protocols are important guidelines, but it's also worthwhile to allow your team to be mensch and decide, where do I need to follow the protocols here?

"There are incredible opportunities to make moments that matter, but only if your team has the agency to do so."
—Ren Fuller-Wasserman, Head of Customer Experience at TUSHY

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Alexa Hertel
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Christelle Agustin
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