Integrating Customer Insights for Business Success

This chapter explores the vital role of customer insights teams in shaping product and marketing strategies to enhance business performance. It underscores the importance of organizational alignment around a customer experience vision to prioritize customer needs and improve decision-making.

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In this episode, Jochem van der Veer sits down with Trish Wethman, former Chief Customer Officer at Best Egg, to explore the evolution of the CX function and how to embed customer intelligence into business operations. Trish shares lessons from her tenure in creating impactful customer strategies and championing cultural transformation through CX. From navigating tough executive meetings to redesigning the CX function for action, Trish offers a candid look at what it takes to align organizations around a shared customer vision.

The conversation covers everything from embedding insights partners into business teams, building a sticky CX vision, and redefining ROI in customer experience, to the future of AI in transforming journey mapping and decision-making. This episode is an essential listen for CX leaders looking to elevate their function from data collection to business impact.

Guest Bio

Trish Wethman is a seasoned customer experience executive and the former Chief Customer Officer at Best Egg. With a background in driving customer-centric transformation, Trish has built high-performing CX teams that align business objectives with customer needs. Known for pioneering insights-driven partnerships and shaping cohesive experience visions, her work has helped enterprises navigate complexity and deliver measurable outcomes. Trish also contributes to the Mid-Atlantic CX Forum, where she continues to champion the role of CX in modern business strategy.

Takeaways

CX leaders must connect metrics to business impact, not just report on data.
A CX vision only sticks if it’s co-created with business leaders who feel accountable.
Embedding insights business partners into product and marketing teams improves prioritization and advocacy.
Aligning customer journeys to acquisition, conversion, and servicing metrics creates business relevance.
Distinguishing between process maps and true journey maps is critical for actionable insights.
Micro-journeys should be owned by the teams closest to them, while the CCO oversees end-to-end cohesion.
CX principles like “flexibility” work best when they’re deeply rooted in customer research and relevant across departments.
Weekly business reviews are powerful tools for prioritization across CX, product, and marketing.
ROI can be demonstrated through lift in conversion, risk mitigation, and faster decision-making.
AI should automate insight generation and journey mapping, enabling CX teams to focus on driving action.
Future CX functions will require more consultative and alignment-oriented roles.
Service design, AI operations, and customer data orchestration will be foundational to next-gen CX.

Chapters

00:00 Guest introduction and setting the stage

01:00 CX storytelling failure: translating insights to business value

05:00 Building integrated CX teams that understand business metrics

08:00 Creating the role of insights business partners

11:00 The role of a CX vision and stakeholder collaboration

15:00 Aligning CX to acquisition, conversion, and retention

19:00 Journey mapping beyond the surface level

22:00 Ownership of end-to-end vs. micro-journeys

24:00 Weekly business reviews and their impact

28:00 ROI examples from marketing and innovation support

31:00 CX as an alignment function across silos