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What excites you about customer experience?

It is not customer experience that excites me, it is the customer herself who excites me, and the relationship that will develop and lead to trust and loyalty.

When did you first get involved in customer experience management?

The minute I started working in sales and marketing. Everything we do as salespeople and marketers revolves around the experience we are creating, selling, and managing. 

Why do you feel it’s important to contribute to @InsideCXM?

Brands/Companies that use social successfully reap the rewards of customer satisfaction, deeper employee loyalty, more effective knowledge sharing, improved brand reputation, lowered costs, and importantly, increased revenues. If I can help them do that, I am fulfilling my personal brand promise. 

What do you see as the next big trend in customer experience management for 2014?

It’s not what I see as the next big trend, but what I hope will be the next big trend… putting the relationship before the sale. 

What’s the best piece of advice you can offer to companies looking to optimize customer experience?

Focus on the relationship first, getting to know your prospect and giving them reasons to stay engaged… not just getting them to react.

Tell us about your favorite customer experience.

When it comes to listening, engaging and interacting, no one is doing it better than jetBlue. They actively listen, they evaluate who they are listening to on the fly, and they have a well managed team and escalation policy. If you reach out, they reach back and do what they can, in a challenging industry, to make you feel heard. They view social as a tool to extend their reach into the hearts and minds of their consumers, not just another tool in the marketing tool kit.

Brands/Companies that use social successfully reap the rewards of customer satisfaction, deeper employee loyalty, more effective knowledge sharing, improved brand reputation, lowered costs, and importantly, increased revenues.

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