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HomeInterviewsCXBuzz Interview With Jacqueline Mueller, SVP Client Insights & Success at SMG

CXBuzz Interview With Jacqueline Mueller, SVP Client Insights & Success at SMG

Hi Jacqueline, tell us about yourself and your background and how you got to the CX space?

I’m an innovator. And at the heart of any successful innovation and transformation effort in business is the customer – what they think, what they want, what they might want. My career has focused on understanding that customers across every type of research available. I started that work with a small company in Troy, New York that focused on field marketing research where I fell in love with data and analytics. I work now for a CX technology firm in Kansas City, Missouri called Service Management Group (SMG) that provides enterprise-wide solutions that couple software with consulting from CCXPs like myself on how to drive change using CX feedback.

Online commerce was booming in 2020, and so did consumer reviews – How can brands better utilize this data to improve their customers’ experience?  

Actioning on customer review data, or any type of feedback data really starts with picking a narrow set of 1-2 high-impact things to focus on improving. Brands are overwhelmed with data, and those that will win with analytics are getting better at telling a cohesive and simplified story to cut through the noise and keep people focused on action and execution.

In your POV – What is the ultimate checklist for a good customer experience strategy?

I have lists for everything. There’s really only 1 thing that matters on the checklist – and that is that the ultimate person at the top whether that be the CEO or Chairman of the board believes CX is a critical part of their strategy to win share and succeed.

Customer experience in the age of social distancing

How much has the role of customer experience changed in the social distancing era – what role digital transformation has in this crisis?

I’ve seen the role of customer experience accelerate in COVID. COVID has shown us just how important loyalty and investing in a great experience really is. Consumers went back to their most loyal brands first. And, those that had invested in digital technology to meet customers where they are, in those emerging channels, saw the greatest growth.

What was the biggest lesson you learned in 2020?

– Stay in the moment. I’m a busy working mom and I’ll humbly admit I’m often thinking of the next 10 things I have to do. 2020 taught me to focus on what’s in front of me at the moment.

2020 was the year of webinars and online events; what was your favorite one?  

The Customer Conference 2020

It looks like working from home is going to stay with us for the foreseeable future. How should Executives gear up to the changing times?

All employee morale research combined with the call for addressing social injustice Is going to mean taking better, more visible, and meaningful steps to support teams from all angles – emotionally, culturally, performance, etc.

Last but not least, what is your favorite CX metric?

Overall Satisfaction.

About the author

Efrat Vulfsons
Efrat Vulfsons
Efrat Vulfsons is the CEO & Co-Founder of PR Soprano and the editor of CXBuzz parallel to her soprano opera singing career. Efrat holds a B.F.A from the Jerusalem Music Academy in Opera Performance.


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