Hi Doron, tell us about yourself and your background.
As a Mechanical Engineering major, I began my academic journey while living in the United States. During my first year, I also started working as a tour guide for the Dean of Student Life and found I enjoyed working with numbers, but preferred interacting with people.
Four years later, I landed my first job at Wix.com as a Customer Solutions Team Leader. The company took me on a rollercoaster ride, and I learned many valuable lessons during that time. Wix was customer-centric before it was a buzz term. While working there, I earned my master’s degree in Organizational Consulting as well as opened two CrossFit gyms.
After five years at Wix, I focused my attention solely on expanding my business for the next three years, during which time I learned about customer experience from an in-person perspective while managing all aspects of my company.
In 2018, I sold three of my four gyms and joined Guesty, where I scaled several CX and service teams, as well as the Knowledge Management team. I had yet another rollercoaster working in proptech during the pandemic, and it was inspiring to see how Guesty was able to navigate through the crisis to emerge even stronger.
Today I am the VP of Customer Experience at GlassesUSA.com and I also teach Customer Experience at Jolt.io. GlassesUSA.com is disrupting the global eyewear industry. GlassesUSA.com is the fastest growing, leading online eyewear retailer. On a mission to change the way consumers purchase eyewear, we offer high-quality prescription eyewear at affordable prices.
Established in 2008 as a subsidiary of Optimax Investments, GlassesUSA.com has been recognized by Internet Retailer as a category leader and as a “Top-500 E-Retailer” six years in a row and has been recognized as one of the Best Online Shops 2021 by Newsweek.
Can you tell us a little bit about your current role?
At GlassesUSA, I am responsible for all customer experience aspects. It involves working closely with essentially all other departments within the company, to ensure we optimize the pre- and post-purchase services we provide, as well as optimize other areas that affect our customers.
How can companies better listen and understand their customer base?
It’s a worn-out cliché, but you have to be data-driven. If you don’t map the Voice of Customer based on mountains of data, you can’t make smart business decisions.
The following is one of my favorite quotes from Brian Chesky: “In order to truly scale, you have to do things that don’t scale. Handcraft the core experience. Serve your customers one-by-one. And don’t stop until you know exactly what they want.” He said this in reference to flying to NY to knock on the doors of hosts back in the day when Airbnb only had a handful of hosts.
In the end, you need a balance between data and good human interaction with your clients.
What are some companies that you think are doing an excellent job at customer experience, and why?
Spotify are a great example to me. They create great product stickiness by customizing their UI and features while introducing great simple wins with initiatives like “Year in Review”.
Uber is another favorite of mine. During a recent visit to New York, I used Uber Eats along with their classic Uber app for rides, and they constantly innovate to address pain points.
Many companies are currently undergoing digital transformation processes – what are your tips for a successful digital transformation?
I recently wrote a post about “How to (Gracefully) Scale your Customer Support Team“. Any CX manager should create thorough documentation and automate everything that can be automated. If you check those two boxes, you’re already on the right path to success.
What are some CX solutions or tools that you’re keeping your eyes on right now?
As you can imagine, anything AI that can automate processes. We need to realize our customers wouldn’t contact us if they didn’t have to. The way to go is to enable self-service and let our customers perform actions themselves.
Did you read any interesting books this past summer that you’d like to recommend?
Let My People Go Surfing by Yvon Chouinard, Founder of Patagonia. Leaders Eat Last by Simon Sinek.
What is your favorite CX metric?
Contact per order (CPO). It can be adapted to fit your own company’s metrics, but what is the ratio between your main revenue KPI and the contact rate you have? That’s the one to rule them all.