Navigating the Customer Experience Landscape with Esteban Kolsky
Apr 28, 2023
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Customer experience analyst and researcher Esteban Kolsky discusses the role of community in customer experience, cutting through the hype around generative AI, and navigating through the noise to identify critical signals, trends, and patterns. This conversation highlights what is needed to develop the mindset required for staying attuned to what matters in a constantly evolving customer experience landscape.
Organizations need to understand and embrace the role of independent communities in shaping customer experiences.
Businesses should focus on leveraging technology to enhance customer experiences and make data-driven decisions, rather than being solely focused on AI.
To improve customer experiences, organizations must recognize and utilize the insights and feedback provided by independent communities.
Deep dives
The importance of defining customer experience
Customer experience has evolved over the years, but it is crucial to define what it truly means for a business. In the past, companies focused on managing and controlling customer experiences, but now customers have the power to build their own experiences. This shift is driven by advancements in technology and the ability to personalize experiences. However, organizations need to embrace this change and understand that communities play a significant role in customer experience. Ignoring or not understanding independent communities can hinder the ability to provide valuable experiences to customers. It is important to listen to communities and use their feedback to improve infrastructure and deliver better experiences.
Redefining artificial intelligence
The term artificial intelligence (AI) can be misleading as it implies a level of intelligence that machines do not possess. AI is often used to describe advanced analytics, data processing, and pattern recognition. It is not true intelligence or innovation. Large language models, such as chat GPT, are powerful tools for content aggregation and summarization, but they should not be confused with true AI. It is important to use the right terminology and understand the capabilities and limitations of technology. Instead of being focused on AI, businesses should explore how to leverage technology to enhance customer experiences, automate processes, and make data-driven decisions.
The value of communities in customer experience
Communities play a crucial role in shaping customer experience. In the past, customer experiences were mainly influenced by friends, family, and a small network. However, with the rise of social networks and online communities, customers can now access vast amounts of information and get real-time feedback from a diverse range of individuals. Organizations need to recognize and understand the value of independent communities and the wealth of information they provide. Stewardship of the customer-company relationship involves creating an environment that supports information sharing, leveraging technology to extend one-to-one relationships, and promoting open communication. By embracing the insights and feedback from communities, businesses can better meet customer needs and improve overall experiences.
Asking the right questions for future planning
To navigate the ever-changing business landscape and plan for the future, it is crucial to ask the right questions. Instead of solely focusing on short-term trends or strategies, businesses should define their purpose, outcomes, and long-term goals. Understanding the core reasons for existence and desired outcomes can guide decision-making and help organizations stay ahead. It is essential to think beyond the next few years and consider the broader impact and implications of actions taken. By focusing on purpose and outcomes, businesses can build a solid foundation and adapt to changes in technology and customer expectations.
Navigating customer relationships in a dynamic environment
In a rapidly changing business environment, it is important to acknowledge the turnover in customer-company relationships and plan for long-term stewardship. Businesses should shift from control-focused approaches to leveraging technology and human connections for relationship building. This involves creating a spectrum of automation and human interaction to deliver personalized experiences and track interactions throughout the customer journey. It is crucial to prioritize trust, data governance, and maintaining a consistent brand experience. By redefining stewardship as the control of infrastructure, data, and employee actions, businesses can cultivate long-lasting and meaningful relationships with customers.
In this episode, Bill and Lauren engage chat with esteemed customer experience analyst and researcher Esteban Kolsky. They delve into the complex world of customer experience, discussing the importance of community, the hype around generative AI, and how to sift through the noise to identify critical signals, trends, and patterns. This conversation highlights what is needed to develop the mindset required for staying attuned to what matters in a constantly evolving customer experience landscape. Memorable Quote: “Organizations still have the idea that communities need to be managed and created by the organization. Mm-hmm. They don't understand the communities. They don't understand independent communities. They don't understand, even if they understand that they exist, they don't know what to do with information and with the people in there.” In this episode, we discuss: [16:03] The Role of Community in Customer Experience [25:00] Generative AI: Cutting Through the Hype [44:20] Navigating Through the Noise Mentioned in this episode: [Book] by Peter Schwartz [Book] by Brian Christian About our guest(s): With an impressive 30-year career in enterprise technology, Esteban Kolsy has done it all - from entry-level positions to executive roles. He's a veteran in the field, boasting 20 years of experience as an analyst and influencer. Having recently taken a step back from his role as a vendor executive, Esteban is now contemplating one more orbit later this year. Call-to-Action(s): If you liked this episode, check out: Link to other relevant Cohere episodes For more reflections about the intersection of community and customer experience, subscribe to the Cohere Podcast wherever you listen to podcasts. Did Cohere Podcast inspire you to take action or change your perspective on something? If so, please share your experience by leaving a review. Your review will not only help us but also encourage others to tune in. Share about future guests / topics of exploration. Check out #BookDNA for a list of books, articles, and whitepapers featured on the Cohere Podcast.
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