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Fireside Chat: Hitting Refresh and Delivering on CX Through Design and the Lens of CX
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About the talk
When undertaking a CX transformation strategy, one of the first steps in the process is to create a compelling customer experience (CX). But, good CX is easy to recognize, but it can be difficult to deliver, especially among long-standing institutions. Find out the journey of a legacy brand across the CX journey and VOC.
Finding out the sum total of all customer interactions - people, systems, technology and processes that enable and power CX
Customer-first focus: Avoiding the inward-looking, cost cutting productivity perspective
Making CX agile and robust
Understanding CX as an invisible thread that ties all interactions into a cohesive whole
00:00 Intro
00:40 Alison Circle
01:52 Success look liking
03:00 Three questions
06:43 About experience
10:20 Background
14:10 The reason for the success
17:15 About customers
18:30 The story
21:30 Q&A
About speakers
Alison is Chief Customer Experience Officer for Columbus Metropolitan Library (CML) and has more than 25 years of marketing experience. For 13 years, she served as National Marketing Director for Minnesota Public Radio, then as Creative Director and Account Director at Jack Morton Worldwide, a global branding agency. In 2004, she joined CML as Director of Marketing and Strategic Planning. In 2012, she was promoted to Chief Customer Experience Officer where she serves on the Executive Leadership Team and oversees 23 library locations as well as all programs and products. She leads programming, experience and design for the library’s new building program (10 libraries), including the Main Library. She is an in-demand speaker on issues of libraries, customer experience and design. In 2017, she was chosen for a Global Impact Award from the Customer Experience Professionals Association; she is an active participant in the Columbus Local CXPA Network and is a CCXP in addition to serving on the CXPA Board of Directors.
View the profileJim Tincher, CCXP, is a nationally recognized customer experience expert, journey mapper, author, and speaker. His innovative CX consultancy, Heart of the Customer, helps companies of all sizes drive customer-focused change to improve loyalty and boost revenue, and his book, How Hard Is It to Be Your Customer?, is considered a must-read for CX-focused leaders.
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All right, and now it's a good friend of mine, Allison Circle, the topics and I just blew my mind. So it's it's the first stage officer for the cheat code. For the Columbus Metropolitan Library. I'm going to ask you questions your way. Hi Jim, it's so nice to see you as it is for him. So I really, really honored to be here my position at Columbus Metropolitan Library. Continue to be a rare one in the public library domain. But in any given point over the last eight years
except for finance and our development department, every department has reported up to me. But today, I am responsible for that customer experience to finding it measuring it, keeping it alive, and all of our 23 locations throughout Franklin County. Columbus. Ohio is probably the largest and most prosperous city in Ohio. September largest city in the United States and it is really a young by at least it was community. And so we're always always been an Innovative entity and really defining what that is in more than just.
Our library in our County. We are also setting the standard for the rest of the industry and actually Global globally libraries as well. We have a lot of people come to learn what we're doing. Wrong customer experience. Raid. What is it? So curious, we have to
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