Navigate Cultural Changes with Ease

Sarah Quinn, VP of Global AI/Digital/CX Sales at TELUS International, shares fascinating insights from an impressive career working with household-name brands – from McDonald’s to J. Crew, to Airbnb, and more. In this episode, Sarah discusses how successful (and not-so-successful) brands navigated significant past changes in public behavior, plus why CX teams should embrace AI to avoid irrelevancy. 

Quotes:

“It’s not what people like that’s the most important. It’s what they don’t like that might be the most important…When people love you, they love you. Like political parties, if I’m a Democrat or Republican, I’m going to vote one way or the other. It’s easy to find people firmly on this side or that side, but it’s not easy to find people that might go on either side. That’s also a part of a marketer’s struggle. To understand what they don’t like, to me, is as important as what they do.”

“When I say the comment, ‘The customer’s always right,’ we know they’re not always right. But, it’s how do you make them feel like you hear them and you understand, and how do you sway them to maybe understand they’re not right?”

“If the last two years didn’t prove to marketers that you just can’t depend on the environment or history or anything, then I don’t know what will. Those that come to the top will come to the top, and the two words I keep saying are agility and flexibility.”

Time Stamps

*[1:15] Sarah’s role at TELUS International

*[3:50] Biggest changes in CX from the past decades 

*[6:33] Tools for getting to know your customer better

*[14:57] Outdated CX techniques 

*[16:438] Times regression-modeling worked wonders

*[20:57] What’s next for TELUS International 

*[21:49] The future of CX trends

*[26:50] Engaging across generations with the same message

*[35:40]  Advice to staying agile and flexible during cultural change 

Links

• Connect with Sarah on LinkedIn
• Connect with Phil on LinkedIn
• Follow Phil on Twitter

Thanks to our friends

This episode is brought to you by IBM. If you are responsible for Customer Experience, they’ve created a White Paper just for you. In the CX North Star Report, you can learn more about how to activate your CX vision. Download it here.