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CXBuzz Interview With Mary Poppen Chief Customer Officer for Glint at LinkedIn

Hi Mary, tell us about yourself and your background?

I’m currently the Chief Customer Officer for Glint at LinkedIn. Prior to joining Glint, I was the Chief Customer Officer at SAP. In my spare time, I enjoy serving as a board advisor, executive coach, and female mentor. My personal passions are family, fitness, travel, and wine.

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

Today there is more customer information than ever before coming from multiple channels, and data scientists have been hired in many companies to make sense of the data. The goal is to aggregate available information to generate insights that can be leveraged by the organization to improve both the customer and employee experiences. AI advancements have come a long way in providing insights that used to take months to attain, if at all. Companies would do well to invest in more data centralization and AI-powered reporting and insights to help their data scientists be more efficient and effective in their impact. This will ultimately allow for what I refer to as the 5 P’s to differentiated customer experience: Playbooks that are Predictive, Prescriptive, Proactive, and Personalized. See my article on LinkedIn 🙂

Mary’s tips for personalization

What tips do you have for companies that want to improve their personalization strategies?

The first step is to outline the customer journey for your organization. Understand the moments that bring the most value and target personalized outreach and delivery around those first. You can then extend to other moments in the journey and add automation along with personalization to increase scale and profitability.

Do you think personalization and customer-centricity are going to become increasingly more relevant in the coming year? How so?

I think they have always been relevant and quite important to an organization’s competitive position. The difference is automation and technology advancements are making it easier than ever before to create personalization while at the same time attaining scale and efficiency. Operating margin can be an obstacle to personalization, but if automation and technology are used effectively, an organization can attain positive results in both.

Social media pages have become crucial for companies in most industries, especially in eCommerce. What’s the most common mistake you see in a company’s social media strategy?

Advertising only vs. building a community of evangelists. If you focus on bringing people together around a common mission, your company will get all the benefits of building brand awareness and recognition, thought leadership, and increased sales. Focusing on advertising will bring customers who are actively looking for a solution; focusing on building a community will bring customers who weren’t initially looking.

What’s the most insightful book you read in 2020?

Stacey Abrams’ “Lead from the Outside” — Inspires ways an individual can impact change directly!

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?

Optimize the opportunity to build stronger, personal relationships with key customer stakeholders. More so than ever, we are inviting customers into our homes and vice versa, allowing for a more personal vs. tactical relationship to develop. Get to know your customers as people and provide a partnership that allows you to deliver your product or service in a more personalized way.

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

Customer ROI! While this is, in most cases, the most difficult measure to obtain, it is by far the most meaningful. One can attain proxy measures for this with things like NPS (Net Promoter Scores), product adoption, and whether the customer is a reference or not, but the direct measurement of customer business impact is the true value attained from using your product or service.

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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