Creating and sustaining a focus on customer experience, with Ian Golding
Ian is a Certified Customer Experience Professional and Customer Experience Specialist. A certified Lean Six Sigma Master Black Belt, Ian has spent over twenty years in business improvement, working hard to ensure that the businesses he works – businesses like BT, Pfizer, Thomson Reuters and Cisco – for are as customer focused as possible
He was recognized in 2021 as Customer Experience Magazine's Top CX Influencer. A founder and inaugural board member of the Customer Experience Professionals Association (CXPA), he is an Executive Director and Ambassador for The Customer Institute and the Director for The Chartered Institute of Marketing (CIM)'s course on customer experience management.
In this interview, Ian shares what it means for an organization to be focused on the customer experience, and claims that most companies haven't truly changed their mindset from being product-focused to customer-focused.
Ian talks about the difference between customer service and customer experience, claiming that service is just one element of the experience you deliver to customers, and that customer experience is the representation of everything a company does for customers.
He also discusses the role of technology (including AI) in the customer experience, and how companies can leverage it in the right way to improve the customer experience. He shares how brand advocates can play a role in developing longer, deeper, human relationships with customers over time.