Combining Process Improvement and Customer Experience: A Conversation with Rick Denton of EX4CX

Getting to Aha! with Darshan Mehta

In this episode of Getting to Aha!, Darshan Mehta is joined by Rick Denton, Managing Principal at EX4CX. Join them as they discuss how businesses can improve customer experience by leveraging feedback and data, the importance of combining process improvement with a customer-centric approach, and the alignment of customer experience (CX) efforts with business objectives.
Rick Denton is the Managing Principal at EX4CX, a company that specializes in CX and VOC voice of the customer programs. He has extensive experience in CX and VOC, with over two decades of experience in the field. Before working at EX4CX, Rick served in leadership roles with Bose, Capital One and several other industry champions. He also hosts a podcast called CX Passport, where he discusses customer experience and related topics.
KEY TAKEAWAYS
👉 Rick discusses the importance of balancing process efficiency and customer experience. He explains that focusing solely on internal efficiency can lead to a poor customer experience, while prioritizing customer experience without considering operational efficiency can be unsustainable. Rick cites an example from when he worked at a bank, where the goal was to make the appraisal process faster and more efficient, which not only benefited the company by increasing the volume of appraisals and business but also significantly improved the customer experience.
👉 Rick defines insights as the extraction of meaningful information from customer feedback that allows businesses to take tangible actions or make informed choices for the future. He argues that companies today should prioritize delivering great experiences to customers. While product quality and price are important factors, he believes that the overall experience can be a key differentiator, especially when product parity exists.
👉 Rick highlights three common missteps companies make in CX design. The first is thinking they are listening to the customer when they are not, relying too heavily on surveys and neglecting other channels of customer feedback. The second misstep is overlooking the importance of actionable insights derived from customer feedback. And the third misstep is failing to align CX efforts with business objectives and tangible results.
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And connect with the host and guests here:
Darshan Mehta on Linkedin - https://www.linkedin.com/in/darshan--mehta
iResearch website - https://iresearch.com
Rick Denton on Linkedin - https://www.linkedin.com/in/rickdenton
EX4CX website - https://www.ex4cx.com

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Previous guests include: Kristin Luck, Shep Hyken, Whitney Dunlap-Fowler, Randy Krum, Gerard Ibarra, Jamie Flinchbaugh, Katie Anderson, Rebecca Brooks, Brooke Sellas, Dan Gingiss, Phil Irvine, Dan Fleetwood, Nicholas Zeisler, Katrina Noelle, Laura Beavin-Yates, Kalil Vicioso, Mo McKibbin, Bryant Leech and Louie Gravance.
Check out the 3 most downloaded episodes:

• Welcome to Getting to Aha!
• Making Good Decisions with Gerard Ibarra, Author of "Good Decisions, Better Outcomes”
• The Simplicity of Leadership with Katie Anderson

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