Stacy Sherman: Why 'Satisfied' Is the New 'Fine' And 12 Reasons That's Not Good Enough"

Low-Cost, High-Impact CX Improvements

The Power of Language:

• Transform "I can't" into "How can we"
• Shift from "I have to" to "We get to"
• Being "impeccable with your word" (inspired by The Four Agreements)
• Words trigger emotional responses that shape customer perception

Getting CX Buy-In Across Organizations

The Alignment Problem:

• CX initiatives fail when metrics aren't shared across departments
• Success came when executives adopted the same CX metrics as the CX team
• Without shared goals, customer insights get shelved with "we'll get to it later"

The Pilot Program Strategy:

• Start small before asking for big budgets
• Show proof of concept with intentional, measurable pilots
• Use success to rally and align different areas of the company

Real Example - CX Day Success:

• Introduced first-ever CX Day celebration at 145-year-old engineering company
• Started small despite skepticism
• Now an annual tradition that continues after her departure

Rethinking CX Metrics

Beyond Traditional Measurements:

• NPS and effort scores are starting points, not endpoints
• "Satisfaction" is no longer good enough (it's the equivalent of "fine")
• New focus: Emotional altitude across every touchpoint

The Emotional Impact:

• Brains constantly cycle between thinking and feeling
• Emotions create lasting imprints that shape brand perception
• Research shows: 12 positive experiences needed to overcome 1 negative
• Measure emotional highs to identify gaps and successes

The Four Rs of CX Impact:

• Revenue
• Retention
• Reputation
• Referrals

The Future of Contact Centers

Human + AI Integration:

• Smart companies intentionally map where humans add value vs. where AI should handle interactions
• The answer is "both/and" not "either/or"
• Critical: Validate designs with real customers, not just internal teams

The Contact Center Superpower:

• Contact center teams speak to more customers in a week than other departments do in a year
• This proximity to customers gives agents unique power to be organizational change agents
• Voice of customer insights should inform product development, marketing messaging, and more

Words Matter in the AI Era:

• Example: Website offering "24/7 support, our guides are happy to help you"
• "Guides" for both humans and AI feels impersonal
• Naming and framing still matters

The Power of Customer Voice

The 10-Minute Video Story: A contact center leader captured customer feedback about a failed new product. At an executive meeting, he played a 10-minute compilation of customer complaints.

• The CEO's initial advisor said it was a career-ending mistake
• The CEO walked out during the video
• Result: CEO returned and said it was "the best 10 minutes anybody's ever played" and named him employee #1
• Customer voice changed the company's trajectory

The Validation Imperative:

• Internal perspective isn't enough
• Customer validation must be iterative, not one-time
• Can't use internal team as proxy for outside voice
• Both internal knowledge AND customer validation matter

The Fundamental C-Suite Challenge

When C-suite leaders aren't aligned in their meetings, misalignment trickles down through the entire organization. This is the root problem preventing effective CX implementation.

Notable Stories

The Morgan & Morgan Tattoo Story: Leadership promised to get company logo tattoos if the team hit an unprecedented conversion rate goal. When they achieved it, 40 leaders got matching tattoos - four tattoo artists came in for the day. The question became: "Is your brand tattoo-worthy?"

Stacey's Podcast Origin: Bought her first microphone for under $50, then waited six months before taking it out of the box due to fear. That mic ignited her journey to intentionally sharing her voice through podcasting.

Living Podcasting: At the conference, Stacey pulled out her mic to record a 10-minute session where Amas (who has Parkinson's) gave direct advice to her relative with a similar condition - creating immediate, personal value rather than secondhand communication.

Takeaways for Contact Center Leaders

1. Language shapes reality - Small word changes create emotional shifts in customer experience
2. Demand metric alignment - CX can't succeed unless executives share the same measurements
3. Start with pilots - Prove value small-scale before requesting major investment
4. Leverage your proximity to customers - Use it to become the organizational glue and change agent
5. Validate everything with real customers - Internal assumptions aren't enough
6. Map the human-AI journey intentionally - Design where each adds value, then test with customers
7. Bring customer voice to leadership - Sometimes the most powerful thing is making them listen directly
8. Average isn't acceptable - Move beyond satisfaction to creating emotional highs