Interactive Customer Experience (ICX) Summit

CX executive roundtable highlights CX innovations, future trends at ICX Summit

At this year's ICX Summit, hosted in Charlotte, North Carolina by Networld Media Group, a roundtable discussion featuring industry leaders in customer experience revealed insights into the challenges and innovations shaping the future of the field.

Image: Networld Media Group

October 16, 2024 by Daniel Brown — Editor, Networld Media Group

At this year's ICX Summit, hosted in Charlotte, North Carolina by Networld Media Group, a roundtable discussion featuring industry leaders in customer experience (CX) revealed insights into the challenges and innovations shaping the future of the field.

The panel, entitled "Executive Predictions," included Shelly Chandler, Senior Vice President of Customer Experience at Wells Fargo; John Lowe, Board Member of Jeni's; Billy Thompson, President of RSAI and Kate's Skating Rinks LLC; and Erin Cohee, Vice President of Digital Customer Experience at OneUnited Bank.

Each speaker brought a unique perspective on how their organizations have adapted to customer needs, particularly in light of recent technological advancements and the lingering effects of the pandemic.

Customer experience through digital transformation

Erin Cohee shared how OneUnited Bank, the largest Black-owned bank in the U.S., leveraged technology to better serve its customers. During the pandemic and at a time of heightened social activism, the bank experienced a surge in customer interest. This, however, presented challenges, particularly in customer service.

"Our bank literally doubled in size overnight, which was great news but also horrible news because our customer service experience declined rapidly," Cohee said. To address this, OneUnited Bank implemented virtual agents and automation, ensuring customers could get answers quickly, 24/7.

Cohee emphasized the role of data aggregation technology, which allows the bank to consolidate customers' financial information and offer personalized financial insights using artificial intelligence (AI). "Our focus really is on financial literacy and helping people better manage their finances through personalized insights," she said.

Personalized customer interactions at Jeni's

John Lowe spoke about the importance of personalized customer service at Jeni's, an artisanal ice cream brand. When the company was smaller, the company's namesake Jeni made every batch of ice cream and served customers herself, a personalized touch that became part of the brand's identity. As the company grew, replicating this personal connection became a challenge.

Lowe explained, "We came up with a system of flavor tags that had key points about the ice cream or where the ingredients came from. We trained our team to explain those details to customers, which was no easy task." This system helped maintain the intimate connection between Jeni's and its customers as the company scaled.

A family approach to customer experience

Billy Thompson shared how Kate's Skating Rinks, a family-run business, focuses on creating a welcoming and engaging environment. As the third-generation operator of the business, Thompson highlighted the importance of selling the overall experience, not just the service.

"We sell fun," Thompson said. "Our tagline is 'Where best friends meet for fun,' and that means the entire facility experience matters—from the moment they walk in the door to when they leave."

Thompson noted that his team's focus on family values and customer engagement helps maintain a loyal customer base.

AI and design in banking and retail

Shelly Chandler from Wells Fargo noted how design and AI are transforming customer service across industries. "We've learned a lot about how to create customer engagement through design and AI, whether in branches or digital spaces," Chandler said. She discussed how Wells Fargo is using AI to assist customers with tasks like onboarding, streamlining customer service interactions, and ensuring that branches are more meaningful and efficient.

Chandler also reflected on the pandemic's impact on customer satisfaction.

"According to the American Customer Satisfaction Index, customer satisfaction dipped to its lowest point in 17 years in 2020, but we've seen improvements as organizations like ours adapt to new customer needs," she said.

Key takeaways

The panelists agreed that the future of customer experience is heavily reliant on technology, but also on maintaining the human element that builds trust and loyalty. Whether through personalized interactions, AI-driven insights, or thoughtful design, the focus is on creating experiences that meet customers where they are.

In a world increasingly driven by digital transformation, Cohee noted, "It's not just about serving customers, but serving them in a way that feels authentic and meets their specific needs."

Lowe, Thompson, and Chandler echoed this sentiment, emphasizing that, while technology provides tools to enhance the customer experience, the key is to never lose sight of the human touch that creates lasting relationships.

This panel provided attendees with a comprehensive look at the trends shaping customer experience and the innovative strategies being employed by leading companies across industries. As businesses continue to navigate the evolving landscape, these insights offer valuable lessons for building meaningful connections with customers in both the physical and digital worlds.

About Daniel Brown

Daniel Brown is the editor of Digital Signage Today, a contributing editor for Automation & Self-Service, and an accomplished writer and multimedia content producer with extensive experience covering technology and business. His work has appeared in a range of business and technology publications, including interviews with eminent business leaders, inventors and technologists. He has written extensively on AI and the integration of technology and business strategy with empathy and the human touch. Brown is the author of two novels and a podcaster. His previous experience includes IT work at an Ivy League research institution, education and business consulting, and retail sales and management.