Meet James McGee, Director of CX from Footasylum

This week in our CAB member spotlight, we had the privilege of interviewing James McGhee , the Director of CX at FOOTASYLUM , where he has been instrumental in driving customer experience excellence within the organisation.?

James and his team are dedicated to championing the customer, ensuring their needs are at the forefront of every decision. With a wealth of experience spanning over a decade in CX leadership roles, James has focused on aligning business operations with customer expectations, resulting in lasting positive impacts.

Joining Footasylum in 2018, James took charge of enhancing the post-purchase experience, optimising contact centre operations, and harnessing customer feedback and sentiment to drive continuous improvement efforts

Can you share the story of your journey and how it aligns with Customer Experience?

I started my career in the financial industry, working for Banks & Buildings Societies, where I gained invaluable insights into the principles of customer fairness early on – emphasising the importance of creating an inclusive experience for all, rather than a linear one.

Upon transitioning from the financial sector, I was fortunate to secure a position at a company known as DRL. This fortunate move aligned perfectly with my aspirations, allowing me to assume management and senior roles over the course of several years.

The business eventually became AO, a large electrical retailer that prioritized customer satisfaction by focusing on customer journeys, feedback, and segmentation. I gained valuable insights into the psychology of customer behaviour and how to use data to make customer-oriented decisions. The company's leadership was inspiring and always put the customer first.?

In 2018, I embarked on a new chapter of my career journey by joining Footasylum. This transition marked a pivotal moment for me, as I brought with me a wealth of experience and insights gained from my previous roles. At Footasylum, I found the freedom and support to continue fostering customer-centric values, learning extensively about our customers, their behaviours, needs, and desires. Balancing the needs of the business with those of our valued customers remains paramount to our ongoing success.

How do you stay updated with the latest trends and best practices in Customer Experience?

I prioritize continuous learning by immersing myself in relevant literature. While I previously valued seminars and webinars, my current focus lies in seeking inspiration from thought leaders like Rory Sutherland, particularly in consumer psychology and framing. Additionally, I'm a strong advocate for leveraging data in CX strategies, with a special acknowledgement to Chattermill for transforming sentiment into actionable insights.

What are your predictions for the future of CX?

Ensuring frictionless experiences should be at the forefront of customer interactions, a principle I firmly stand by. We must respect our customers' time, money, and effort, utilising them wisely. Looking ahead, I envision a future where technological advancements and delegation empower virtual assistants or AI support to adeptly manage menial tasks across all service industries. In tandem, human involvement will become increasingly valuable, focusing on addressing customers' crucial needs. This will lead to a balanced approach, where self-service, customer support, and operational efficiencies coexist harmoniously. Essentially, we'll prioritize meaningful engagements over trivial matters.

Could you share a significant customer insight that prompted a substantial change in your approach?

There's one insight from a former colleague (and friend!) that blew my mind. It was a deep understanding of what drove contact, effort, and pain for customers at all stages of the post-purchase life cycle. This understanding was broken down into succinct chunks of data, giving us laser focus on issues arising at each stage – from immediate concerns like invoicing or damage, to longer-term issues such as refunds, faults, or troubleshooting.

As for my contribution, it was the realisation that there is a direct correlation between lifetime spend, frequency of purchase, and average order value with the sentiment expressed by customers. While it may seem obvious, it highlights the difference in how you make customers feel versus how you make them behave.

Chattermill x FOOTASYLUM

In addition to James McGhee's insights, it's essential to acknowledge the invaluable role played by the Chattermill Customer Advisory Board (CAB) in driving CX innovation. Through collaborative efforts and shared expertise, businesses like Footasylum can leverage the collective knowledge of industry leaders to propel their customer experience initiatives forward, fostering long-term success and growth.

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