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CX Best Practices

TELUS International Studios invites industry thought leaders and decision makers from the world's most disruptive brands for in-depth conversations on the latest in digital customer experience and technology. First time listening? Welcome! Here's where to start.

For insights on leveraging CX as a brand differentiator and best practices for instilling company culture and values throughout the experience, check out these episodes:

Patagonia: How Patagonia's employee engagement leads to great CX

The Home Depot: The Home Depot on shaping CX with strong values

Melio Payments: How Melio uses CX as a brand-defining moment

Twilio: Twilio on digital transformation and software developers

Start-ups looking to build out their CX strategy prior to funding would be wise to gain insights directly from a venture capitalist:

Activant Capital: What CX means to venture capitalists

Interested in AI? Whether you're looking to take a deep dive into intelligent automation or gain a fresh perspective on ethics in emerging technology, we've got you covered:

Spotify: Spotify and the future of intelligent automation

Sinead Bovell: Coding the future

And to hear a story worthy of a Netflix original series, check out our episode with the 92-year-old inventor of the cellphone himself:

Marty Cooper: Innovating cellular technology with Marty Cooper, inventor of the mobile phone

Featuring the best in digital CX, and technology every other week, be sure to like, follow, share and subscribe on your favorite streaming platform so you never miss a new episode.


Intro: TELUS International Studios where customer experience meets digital transformation.

Patrick Haughey (PH): Welcome to TELUS International Studios, I'm your host Patrick Haughey, and on this podcast series we talk with thought leaders in technology and customer experience at the world's most disruptive companies. Our guests are leading innovation and digital transformation on a global scale. If this is your first time listening to the show you might be wondering where to start. Well, I am here today to help you out.

(PH): For episodes on leveraging CX as a brand defining moment by incorporating company culture and values throughout the experience, check out our episodes with The Home Depot, Melio Payments, Twilio, and of course our current fan favorites featuring Evelyn Doyle HR director and media for Patagonia here's a short clip from that episode.

Evelyn Doyle: So making bold moves and challenging the status quo, that's definitely part of of the Patagonia DNA and it's definitely part of something that we want to bring in to nurture and continue to develop within Patagonia with with the people that we bring in that make up, you know, the culture that we have here. we really nurture here, the activism so disparaged in people. we ensure that our folks know it's okay and to bring your human self to work, to bring that passion to work we have allowed our employees to participate in extinction rebellion events, marches. We have set about a bail policy so that if you get into trouble basically marching or having activism about environmental campaigns, or marches, or protests, and then you end up you know arrested or in jail, we have a bail policy that will pay that to get you out. We also have, I've conducted last year, with a, you know, basically a criminal lawyer that, you know, what it means if you got arrested, you know, tips and tricks in terms of, you know, how you can manage to stay safe. We've also put together a civil disobedience training, and you know, to make sure our employees stay safe when they want to protest on important causes that are close to our hearts. So, and we allow them the time off work to do that, so these the people that we have here are not afraid to question the system and you know we try and also instilled a systems thinking approach so we don't want to be associated with with just pure capitalism and that's the kind of culture that we try to nurture here. it's okay to be an activist, it's also okay if you don't want to be on the front lines, but we will always support you in your role you know to. Support others who perhaps you want to be on the frontline after the causes that are close to our hearts.

PH: There’s really great stuff there — it’s a popular listen for a reason. Now, if you come from the start-up world and you’re looking to build out your CX strategy prior to funding, tune in to our Activant Capital episode to hear directly from venture capitalist, Andrew Steele.

Andrew Steele: One thing that's really important about how we invested at Avtivant is that, so we actually, a 15 year fund lives. So, we can invest over a very, very long time horizons. What does that mean? It means we can invest and hold, and sit on the board and be active for a long time. It also means that we're really active on building out VCs that are really connected with how we see the world moving. So customer experience, another way of looking at it is thinking: ‘what do we expect customers to demand in the future?’ right? We have leading indicators of that from other companies, from other sectors, so we can apply some of the learnings we’ve had in retail to the mortgage space. Where, you know, the actual process of purchasing a mortgage is a lot more complicated than purchasing a t-shirt, but at the same time we know what customers want. We have an understanding of what they expect, and what good customer experience looks like, so customer experience for us is really - as an investor: how does the world evolve to meet the customers expectations? And what customer expectations can we understand and see today in other sectors? And even more crazy, like, what are some of the expectations we might see that we haven’t yet seen? So like, one day delivery let’s say. Or, 5-hour delivery in the city that we’re starting to see with Amazon. Those are the types of things we’re thinking about.

PH: Or perhaps your focus is on AI? We’ve got a pair of terrific episodes for you. For an episode that takes a deep dive into AI integrations to bring new efficiencies to your organization, check out our episode with Spotify’s global head of intelligent automation, Sidney Madison Prescott.

Sidney Madison Prescott: So we are working today as a team with our ad operations employees. And what we're really looking at is how can we take the task that the team does today and how can we make those more efficient? One example is when we go into the Spotify application and we look at all of our different audio ads that run within the application, we have to test those ads to ensure that they - the integrity, the audio integrity is there. And so this is a process where we take each ad and we test to make sure the audio, the visual that everything is up to spec for that particular advertisement. This is a manual process, but we have been able to automate this process and leverage robots to actually check each advertisement to make sure that it's running properly, that it is showing the right or the correct specs in terms of the visuals and that the audio levels are appropriate. So this is a really perfect example of something that you wouldn't think that humans are doing today, but in reality, it's a very integral part of the responsibilities of the team.

PH: Double-down on AI with a fresh perspective about ethics in emerging technology by listening to our episode with Sinead Bovell. Sinead is the founder of WAYE, a community where young entrepreneurs learn about business, technology, ethics and the future.

Sinead Bovell: If we don't address the lack of diversity in technology we're going to run an extremely high risk of reinforcing the historical power imbalances and societal biases. So who's in the room literally when we’re coding the future is incredibly important. Cathy McNeil is a machine learning expert. She wrote a book called Weapons of Math Distruction, and she uses a quote that I reference quite often: that algorithms are opinions embedded in code. And that is really, really true and so if you have only one set of opinions, one perspective, one set of experiences in the room, you can guarantee that that technology is not going to work effectively for anyone else besides the demographics of those who coded it. So, it's really really critical that we address the diversity, this massive diversity crisis in technology. So many people don't even necessarily realize the ways in which algorithms are already present and making decisions for them and in their lives, so alerting people to this is where algorithms are, this is where they are, this is where they're going, this is where you'll likely see them. There are frameworks you can use to evaluate whether you think that this works effectively for you and your community, your family, or not. Here's how you evaluate that, here's how you approach that. So, giving people framework so they can then be equipped to make these decisions, and and, to see these types of problems on their own. And that's something that we do quite rigorously at WAYE.

PH: And finally, for anyone holding a cell phone right now or listening from a mobile device: Have you ever wondered what the first conversation was on the first ever cell phone? Hear the story worthy of a Netflix original series, from the 92-year-old inventor of the cell phone himself, Marty Cooper.

Marty Cooper: By today's standards, this thing was huge! It's about, you'll have to do this in metric, I'll do inches and you can convert. It’s about 10 inches high, a couple of inches wide, 45 inches deep, and it weighs about a kilo. The battery life of this phone was about 25 minutes of talking. That was not a problem because you couldn't hold this heavy thing up for 25 minutes. That is exactly what the very first phone looked like. By 1983 we had figured out how to get the weight of the phone down to about half a kilo and that is what the first commercial phones looked like.

PH: These were probably the ones we're most familiar with that we saw Charlie Sheen or Michael Douglas holding up to their ears and in Wall Street. Something like that?

MC: That was exactly what that phone was.

PH: You must be very proud of yourself Marty, looking back.

MC: Well, keep in mind that one person does very little in modern society. It’s taken thousands of people who have created the cellular industry. The team that I have that made that first phone was extraordinary. There were at least 3 or 4 inventions just in the parts that went into that phone, so I’m proud for the whole team.

PH: As a new listener, there are countless insights captured in the episode you listen to next. Join us back here every few weeks for new episodes from compelling and authoritative voices in tech and CX. If you enjoy the show, like/follow/share and be sure to subscribe so you never miss an episode. Until next time!

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