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ADWEEK OUTLOOK KEYNOTE: 4 KEYS TO CX SUCCESS FROM ORACLE GVP CELIKA CALDWELL

Nicola Fairhead | January 21, 2022
Content Marketing Specialist, Oracle Advertising and CX
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To say that Celika Caldwell knows customer experience would be an
understatement.

With more than 12 years of experience standing up and spearheading CX
initiatives at FedEx, AARP, and now, as the GVP of Customer Experience
Management for Oracle Advertising and CX, Caldwell had plenty of insight to
share at Adweek’s Outlook 2022 last week.

During her keynote address, “4 Ways to Delight Customers in 2022,” Caldwell
explained what it takes to become customer-centric—and why it’s so important
amid an ongoing pandemic.


CUSTOMER EXPECTATIONS HAVE CHANGED AND THERE'S NO GOING BACK

The pandemic has been “a catalyst for organizations to really step up their
game” in terms of customer experiences, says Caldwell. “Customers needed access
to the same products and services but required a very different experience.”

Companies had to adapt to these changing expectations while managing major
operational constraints. From expanded telehealth offerings to curbside grocery
pickup to more self-service options from local governments, we’ve seen many
organizations rise to the challenge to create a seamless customer experience.

“For the most part,” Caldwell noted, “the technology and resources that enabled
these experiences already existed.” The only thing missing was the urgency.

“As consumers, we’ve raised the bar for what a good, acceptable customer
experience is,” says Caldwell, adding that there’s no willingness to go back to
the status quo. Companies “now have more pressure to transform and be more
customer-focused.”

With that in mind, Caldwell emphasized four key methods that businesses should
adopt to become truly customer-centric.


1. LEVERAGE EVERY RESOURCE TO UNDERSTAND YOUR CUSTOMERS BETTER

You may already believe you have a solid understanding of your client base, but
if you’re not actively sharing information with other departments and with your
company at large, then no one is getting the full picture.

The first step to enhancing the customer experience is to “create a shared
understanding of your customer,” says Caldwell.

She went on to share a somber but important customer insight that her CX team
discovered during her time at AARP—revealing an aspect of the customer journey
that management was completely unaware of. Employees from AARP call centers
shared that they frequently got calls from the partners of members who had
recently passed, seeking to cancel their membership. Due to delays in the
process, they would often call multiple times to follow up.

Not only was this frustrating, but it was also very distressing. Once Caldwell’s
team surfaced this concern, AARP could address the delay and incorporate greater
sensitivity into the customer experience.

The importance of a shared customer understanding is clear, but how can you
create this shared knowledge? The key is to gather all the discrete insights
your team has about your customers, consolidate them, and share them proactively
throughout your business. “Get creative,” says Caldwell, noting that “listening
can take different forms,” from complex text analytics to simple focus groups. 


2. INVITE CUSTOMERS TO DESIGN AND CO-CREATE NEW EXPERIENCES

Next, Caldwell emphasized the importance of involving your customers in
identifying issues and building effective solutions. “We often think we know
what the problem is, and it ends up being something totally different,” she
said.

If you have access to your customers, invite them to play an active role in
clarifying and confirming the challenges they encounter as they engage with your
brand. Employ co-creation, journey mapping, and other forms of collaboration to
make sure you understand the problem and address it effectively.

One example of this method in action is the FedEx Delivery Manager, noted
Caldwell. Customers routinely missed deliveries because they were never home
during standard office hours. FedEx’s CX team worked directly with customers to
clarify the issue and create an effective solution. Now, customers can change
their delivery time, pick up packages in store, or reroute them elsewhere. 




3. MEASURE THE RIGHT THINGS (AND MAKE THE METRICS MATTER)

Third, Caldwell says to truly be a customer-focused organization, you need to
measure and act on the right metrics.

You probably have a few metric-gathering measures in place, like email open
rates and satisfaction surveys. However, if you’re not capturing the full
customer experience—including before and after they engage with your product or
service—you could be missing out on some crucial information.

Start by mapping out a full customer journey, says Caldwell. Then, consider what
metrics you’re either already gathering, or that you could be gathering to
measure your performance. Finally, assign ownership and accountability. Put a
process in place to act on the information you gather, pulling from existing
financial, behavioral, and operational data from the customer journey as well.


4. CREATE A CULTURE OF CX THROUGHOUT YOUR COMPANY

The fourth and final discipline is to create a culture of CX within your
company, says Caldwell. Though a full transformation may take years, she cited
three techniques that companies can put into effect right away.

The most important step is to craft a clear, authentic CX vision that everyone
in your company can understand and rally around. Everyone should know exactly
what experience you want to deliver for your customers.

Next, consider the employee experience. Do your employees have the resources and
skills they need to deliver the customer experience you’re striving for? If your
employees feel valued and empowered—particularly in shaping your CX
vision—they’ll be more invested in this shift.

Lastly, look for every possible opportunity to reinforce your CX vision, from
your hiring and onboarding processes to meeting kickoffs and other rituals.

For more CX insights, watch Celika Caldwell’s full Adweek Outlook 2022 keynote
address:



 

Though a total transformation takes time and buy-in, you can start exercising
these CX muscles in some form almost immediately. For more information on how
Oracle Advertising and CX can help empower your entire business to deliver
exceptional customer experiences, visit our website or watch the brief video
below.



NICOLA FAIRHEAD

CONTENT MARKETING SPECIALIST, ORACLE ADVERTISING AND CX








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