Exploring the Integration of Sales and Experience Roles at Verizon: A Conversation with Phil Burrows

Enhancing Customer Satisfaction Through Integrated Sales and Experience at Verizon

In the fast-paced world of digital commerce, the integration of sales and customer experience has become a key strategy for companies looking to drive growth and improve customer satisfaction. At Verizon, this integration is not just a concept but a reality that has led to significant success in delivering seamless, consistent experiences across various channels.

In a recent conversation between Dom Nicastro, editor-in-chief of CMSWire, and Phil Burrows, Senior Director at Verizon, the importance of aligning sales and experience roles was highlighted. Phil Burrows shared insights into how Verizon has successfully merged these functions to drive growth and enhance customer satisfaction.

Combining Sales and Experience Roles

Phil Burrows emphasized the unique approach Verizon has taken by combining sales and experience roles within the Chief Customer Experience Organization. This dual-purpose structure serves the business, customers, and employees, with a focus on driving growth, sales, and digital tool adoption while ensuring a frictionless experience for customers across channels. By aligning these functions, Verizon has been able to maintain consistency in customer experience, whether customers interact online or in-store.

Team Structure and Leadership Alignment

The team structure at Verizon reflects a cohesive approach to sales and experience, with clear leadership alignment. Phil Burrows outlined the hierarchy within the organization, highlighting the collaboration between different teams responsible for sales, experience, onboarding, and post-sale management. This alignment ensures that customer experience remains a top priority, with the Chief Customer Experience Officer playing a central role in driving this focus across the organization.

Balancing Sales and Customer Experience

Measuring success in both sales and customer experience requires a careful balance of key performance indicators (KPIs). Phil Burrows discussed how Verizon tracks sales metrics such as acquisition and customer growth, while also monitoring customer experience indicators like interaction scores, site feedback, and operations. By simplifying the customer experience and removing friction points, Verizon has been able to improve conversion rates and close rates, ultimately driving growth and customer satisfaction.

Looking at NPS and Employee Satisfaction

Customer experience leaders often debate the use of metrics like Net Promoter Score (NPS) to measure customer satisfaction. Phil Burrows highlighted the importance of a combination of KPIs, including NPS, digital interaction scores, and employee satisfaction metrics. By continuously monitoring these indicators, Verizon can identify areas for improvement and enhance customer journeys to drive long-term loyalty and satisfaction.

Managing Disparate Data Sources

In a large organization like Verizon, managing disparate data sources can be a challenge. Phil Burrows discussed the importance of collaboration and sharing data across different teams to gain insights into customer behavior and trends. By prioritizing key metrics and balancing expertise with customer knowledge, Verizon can make data-driven decisions to enhance the overall customer experience.

Connecting with Customers

Maintaining a connection with customers is essential for understanding their needs and preferences. Phil Burrows emphasized the importance of customer research, day-to-day reporting, and cross-department collaboration to stay close to customers. By listening to customer feedback and engaging with frontline employees, Verizon can gain valuable insights to improve the customer experience across all channels.

Looking Ahead: AI and Ecommerce

As technology continues to evolve, AI plays a crucial role in shaping the future of ecommerce. Phil Burrows shared how Verizon is leveraging AI to streamline processes, enhance employee efficiency, and improve customer experiences. By testing AI in specific use cases and focusing on meaningful applications, Verizon aims to provide personalized recommendations and seamless experiences for customers, driving growth and loyalty.

Employee Experience and Final Thoughts

In conclusion, the integration of sales and experience roles at Verizon has proven to be a successful strategy for driving growth and enhancing customer satisfaction. By aligning these functions, leveraging data-driven insights, and embracing AI technologies, Verizon is well-positioned to deliver exceptional customer experiences across channels. As the digital landscape continues to evolve, the focus on customer-centric strategies will remain a top priority for companies looking to thrive in the competitive marketplace.