Conversation with Ingrid Lindberg - Customer Experience Officer

Every business has different ways to serve their customers. The businesses who focus on serving their customers better, and make efforts to deliver a seamless experience, win the race. Positive customer experience not only makes your customers happy also contributes to achieving more business leads as everyone wants to be treated well and hope for a seamless journey.

Today, we have Ingrid Lindberg, who is a Customer Experience Officer and a great business consultant. Also, she is the co-founder of aubreyAsks.

Ingrid is a globally recognized CX leader who helped multiple organizations in improving their business strategies and changed the way to serve their customers. She has 20+ years of experience with different business firms like health-care, finance, retail, telco. Ingrid has extensive knowledge about CX and delivered thousands of talks on the same. Also, she was awarded the Stevie® Awards for Women in Business in 2014.

We are happy to have such an amazing personality, Ingrid will share her journey and thoughts in the CX field and how businesses can streamline their customers’ experience.

Let’s take a look below what Ingrid says about her journey.

1. What made you feel entering into customer service field?

I haven’t worked in the customer service field since 1997. I’ve been working in customer engagement and experience since 2000.

2. Since you have helped many organizations in transforming their CX strategies over the past 20 years, what change have you felt about CX over these years?

Here is a piece I wrote a bit back around where we’ve been and where we need to go: I’m also seeing a plethora of dire warnings to CX pros, from all sorts of people who analyze things. CX is failing. CX pros are going to jump ship. CX is dying.

I’ve got to tell you guys, not much has changed over the last several years. In 2015, I wrote a piece titled: “Oh, how far we’ve come — and how far we still have to travel!” In it, I discussed the segmentation of the Customer Experience profession, the over-measurement of customers, and the under-whelmingness of the average company’s approach to CX. That was three years ago. I could simply change the date on the article and it would be totally salient today.

And that scares me, because it means:

-We’re not learning.

-I’m not being loud enough.

-Or, both.

Frankly, I feel like we’ve turned the profession into the shiny, bouncy ball syndrome — or worse: SQUIRREL!!!! Chase AI! Wait no, focus on journey mapping! Only NPS matters! No! NPS is the worst!

Because of all of the above, I’m on a mission to take back CX. I want us to get our swagger back. I want us to be successful. I want every company to have a CX team and I want CX pros to be the most sought after resource out there.

I truly believe that the only way to do this is to get back to basics. So that is where we’re going. We’re going to spend the next 12 months going back to the basics that have made our team so successful at every transformation we’ve led and every company we’ve consulted with. And we’re hopeful you’ll join us for the ride.

Over the course of 2019, we’re going to cover:

-How to prove that CX is the right thing to do.

-How to set up a CX program.

-How to create a CX strategy.

-How to evangelize in order to get the organization on board.

-How to set up your priorities – quick hits and big wins.

I fear that the only way to really, really get this thing back on track is take people back to the basics. For if we focus on those basics, then, and only then, do we earn the right to tell a company how to change.

In the meantime, put down the catnip, stop listening to anyone who calls themselves a guru, and ready yourself for a return to what we know matters.

3. In your words, how will you sum up great customer experience?

My definition of customer experience is: Customer Experience is the sum of all interactions a person has with your company throughout their life.

4. Can you share with us a scenario or an experience where a company has gone the extra mile for their customers?

Here are some great, relevant examples- “#CXandLOVE, Covid-19, and community.”

5. What has been your biggest customer success story?

This is what I’m proudest of: “Prime Therapeutics wins Stevie® Awards for Women in Business”

6. You have been featured in Fortune 500 list as one of a customer service expert. What would you like to share about this journey?

See this blog post: “CSR to CXO – A journey to finding my passion for purpose.”

7. Earlier the president of Kobie and now the co-founder of Chief Customer. Share some experience of both the roles and the idea behind Chief Customer?

We take our years of experience in the practice of customer experience and strategy and teach you how to make it work in your business. Not just theory, but real experience, identifying the ROI, driving loyalty and financial results and charting a path for business and cultural change. We help to build strategies, lead workshops, build new CEM programs and jump start existing ones. Let us help you in your customer experience journey.

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