The one with the swear jar for the word 'survey' - Tanya Fowler S2E101

🎤Get the truth about building a full VOC program in “The one with the swear jar for the word 'survey'”🎧 with Tanya Fowler, Head of Customer Experience for FCT in CX Passport Season 2 Episode 101. What’s in the show?...

🥇Tanya's first 5 minutes hold SO much VOC gold

😍She's got the role ALL of us in Customer Experience want

💡VOC isn't surveys. It's gaining customer insight!

🎯The value and the risk of customer calls

✈️Greece...the ultimate deposit in the travel memory bank

💗A learner's heart

👉Using VOC to build employee engagement

Hosted by Rick Denton “I believe the best meals are served outside and require a passport”

💭“I just feel like as soon as employees feel the value that they deliver to the customers day to day, the sky's the limit. Employees will take care of your customers each and every time.” - Tanya

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Episode resources:

LinkedIn: linkedin.com/in/tanya-fowler-ccxp-3b2144a

Transcript

Rick Denton: 0:05

You're listening to CX Passport, the show about creating great customer experiences with a dash of travel talk. Each episode we’ll talk with our guests about great CX, travel...and just like the best journeys, explore new directions we never anticipated. I'm your host Rick Denton. I believe the best meals are served outside and require a passport. Let's get going. Today we're going to head up to Canada, specifically the province of Ontario where today's guest Tanya Fowler champions the customer's voice to deliver industry leading experiences to customers in her role as head of customer experience for FCT. longtime listeners will know that I tend to focus on Voice of the Customer wanting companies to stop serving score start listen and act. That's why Tanya stood out to me as a guest I wanted to have on the show Tanya uses voc total voice of the customer as the foundation for the customer experience initiatives. While actually the business initiatives that have driven and will continue to drive a differentiating factor for fctm success. I came to know Tanya she shepherded a winning entry for the market global 2022 North American customer centricity awards coming up against some stiff competition. When it came to learn from FCT'sentry showed a real focus on the customer and a disciplined approach to going from customers voice to customers insight to business decision to action to results. I want to spend some time today learning more about how she and her team use the customer's voice to bring that business success forward. Tannya was one of the first eight employees to join FCT a company now well over 1200 employees. She's seen what works and what doesn't work when it comes to driving customer experience. There's a lot to learn. They're known as an eternal optimist within infectious laugh, which I do hope we'll get to here several times on today's episode, Tanya takes that optimism to advocate for the customer. I can't wait to hear more. Tanya. Welcome to CX passport.

Tanya Fowler: 2:05

Oh, thank you so much, Rick. I'm very happy to be here and certainly cutting my teeth for the very first time on a podcast. I'm thrilled to be here.

Rick Denton: 2:12

Good. That means you have no expectation. So no matter what happens, you're gonna think this is the way it should be fantastic. I love it. Well, Tanya CX passport listeners just may not be as familiar with FCT Would you just start off? Let's just start off by sharing a brief overview of FCT and your role there?

Tanya Fowler: 2:30

Yeah, absolutely. So FCT is a leading b2b provider of real estate solutions and technology across Canada. We grew from a title insurance company founded in 1991. To so much more valuation, we do mortgage processing data solutions, default recovery solutions, if it's part of real estate, and that lifecycle, it's really part of what FCT does. My role as head of CX is to drive a customer centric culture. And that's really, the way I want to really drive that forward is connecting every single role within our organization to enable either directly impact our customers experience, or support each other through cooperation, and gather, measure and really advocate for the customers voice to support our leaders ability to create exceptional experiences for our customers.

Rick Denton: 3:23

Oh my gosh, you just have you have the role that those of us in the customer experience world just absolutely want to listen to all that you're hoping to drive for your customers there. I do want to get into later in the show, I hope that we can get into understanding how you drive that across the organization is one way to say it in our CX world, but how did you drive it across the organization? So let's but let's start with some of the kind of foundations of customer experience. So you know, I mentioned my aversion to survey and score in the intro. And when you and I talked before the show, you mentioned how often people when they hear voice the customer, they think survey survey survey. But you and I both know, it's so much more than that. How have you grown in your approach to voc? And where have you gone beyond the survey?

Tanya Fowler: 4:05

Absolutely. And I must say when we first expanded our voices of customer program, I really worked hard to replace the word survey, almost using like a swear jar deposit. Customer Insights, right insights, they can be gathered in so many different ways. Like as your customers they tell you every single time what they want what they need and in every interaction and that could be by phone by email, online chat interactions with your staff and the field like the key there is really just harness it at its source. So our approach really was tapping into from the starting points on the CX best practices. Some of them are just gather feedback in the channel a customer is already in. What is could be quite frustrating for a customer is you know, they're finishing what they're doing off to another thing and then you're bringing them back to kind of recall how that experience was But keeping them in that preferred channel, it really reduces not only their effort, which is really important, but it improves your data quality too. We also want to gather it when it's it's top of mind for customers. So I find even in my day to day life, you know, I go on a website and bam, I already am getting a survey like right in my face, like you haven't even done anything yet, like your moment variance so that I can give you my feedback. And so for there, it's really important to make sure they've completed that experience, right, you've you've developed this intended experience, they've experienced it, now's the time to ask for it not before. The other area is, is making it as I touched on a little bit is effortless. How do we make it effortless for customers to relay their wants their needs, and really serve as I find just rely on the customer's valuable time, but you've got so much data even at your fingertips? Why would we subject them to giving greater effort when we can dive into a plethora of data that we've got that we can mine and it really does go much deeper than surveys ever could for us. And you know, what you get is the peak and pit moments with surveys, you're really missing those actual insights. So what we started doing too, is just asking ourselves, like, are we just looking to validate what we think we already know, we have offices, surveys, or are quite good at that? Or do we really want to go deeper right? Tap into the sentiment? What is the contextual meaning? What are the loyalty drivers that our customers are being are telling us? And really, what we found is that goldmine of data is just really tapping into what we had. And we uncovered so much data that we would never have received, if it was just through surveys. I find two surveys are missing that sentiment, the tone that was really missing. So you can miss read a lot of you know, written verbatim that a customer has versus hearing it firsthand. But there's no misinterpretation. When you hear them, you can hear the frustration, you could hear the emotion, you can hear you know the empathy that's coming out from there, there's no mincing of words. It's there's no guessing or context behind it. And for there, it's like kind of leapfrogging so you don't have to speculate or spend a lot of time or dialogue even with your stakeholders. It is what it is, here's what we're hearing it you're left with. There's no reason why we can't just jump in an action and jump into inaction to resolve some of those issues.

Your CX Passport Captain: 7:29

This is your captain speaking. I want to thank you for listening to CX Passport today. We’ve now reached our cruising altitude so I’ll turn that seatbelt sign off. <ding> While you’re getting comfortable, hit that Follow or Subscribe button in your favorite podcast app so you never miss an episode. I’d love it if you’d tell a friend about CX Passport and leave a review so that others can discover the show as well. Now, sit back and enjoy the rest of the episode.

Rick Denton: 7:55

Oh my gosh, okay, so you said encapsulated in like five to six minutes there have like almost the the the Bible of customer experience and voice of the customer. It's amazing how much is packed into that little nugget there. The one of the things that I'm curious about when you talked about there's you talked about all the different data that exists in all that's out there. And I think a lot of companies are in that same situation of we have a ton of customer information. So how did you go from call the data or information into insights, being able to bridge across all of those different sources?

Tanya Fowler: 8:33

It started really with baby steps. So number one data accuracy is is very important. So we would go into certain areas and look for the accuracy behind it. But I find as well, you know, just matching back and forth, right? How long is the customer been with us? What is it we're hearing from them, just being able to put more context in behind it, the opportunity for us is just not action anecdotal, like I find our staff are amazing at listening, hearing, and taking action, but not necessarily the most impactful areas for customers because it was too anecdotal. So that's what we were doing is just really looking across all of those different forms that we had access to, and then making sure it was creating a good statistical analysis to really help us understand, are we going to hit the mark here at the highest impact with the lowest effort? Or is it the reverse, right? We're hitting on things that are the lowest impact to customers that have a high effort, which is just going to really clog your wheel of productivity as well.

Rick Denton: 9:37

There's translating this into action. There's so much value in what you're saying there. And the idea of, of understanding what is the most productive use of that customer insight. I think another thing you said and there's not just if you didn't say the words but not just reacting to the loudest customer complaint and what might be the most vocal or even the most emotionally intense may not be what is most impactful to the overall customer experience beat Maybe you want to restore the relationship of that one customer. But that doesn't mean that there's some massive corporate challenge that needs to be to be handled. And so actually, that drives me to the next thought. And that is, we talk about the global kind of this understanding of customer starts with voice, voice of the customer. And so how do you bring because you're talking about bringing this into business decisions, actual business decision? So how are you bringing the actual customer voice in the fct? And then how are you having that influence those decisions that you're describing?

Tanya Fowler: 10:33

Yeah, so one of our, one of our main CX principles that we have is, and it sounds very cliche, but it's putting ourselves in the shoes of our customers. So what do we mean by that, and what we mean by that is, we've really taught within our CX training program, we've taught the importance of perspective, right? The customers perspective, it's their reality, you know, you can argue with it all day long. And sometimes, it can lead into being a little bit defensive in some situations. But if you just take a step back, and listen and understand their perspective, that's when you really start seeing a turn in how we work together and collaborate to create a better experience for our customers. So sometimes, too, it could even mean, you know, whether that's physically through focus groups, or advisory councils, or even theoretically, where, you know, we have an empty chair at a team meeting. And that empty chair, that is the customer, right, and I think other organizations, we've certainly hadn't thought of it on our own. It is something that other organizations do use, and it's quite impactful. So we use a user persona for the particular project that we're working on, or the insight that we're working on. And we bring those insights in, whether it be the full verbatim call recording. And within there, it's raw, right? There's just no, again, mincing of words or understanding the customer's perspective. It's there. It's there. And quite often, when you listen to the call recording, we all sit there and look at each other and think, wow, we did that. We how could we great way to unite us as well, with that common goal? Have we heard this? We're not good with it. We wouldn't accept that as ourselves as the customer being in their shoes. So how do we rally together to make sure that we're improving that experience for our customers?

Rick Denton: 12:25

Imagine those moments of oh my gosh, we did that. It reminds me, and I'll try to tell the story succinctly. But when I was before I was a consultant, I was working for a brand. And that brand we were starting to get into well, let's try to improve our customer experience. Let's try to look into that sort of thing. So we asked someone, how do we listen to calls, we didn't even know how to do it. We were in the operation side. And so someone came in and showed us how to plan it. And we called her the CX muse for us. She hit play on three calls. And it progressively each a we just started looking at each other around the room eyes got wider heads went into hands. Oh my gosh, how could that call it been so bad? And then the second one and the third one? And we looked at the our muse and said, Did you pick those on personally No, pick them at random. Oh my gosh, that's when we knew we had a problem that we didn't even know about because we hadn't brought that literal customer's voice into the session. And hearing what you're describing there, it is amazing how that does influence a business decision. When you hear the customer's raw emotion behind what they're experiencing,

Tanya Fowler: 13:29

I would hope we wouldn't have the, you know, bad luck of that streak of bad luck or like, Oh, I'm gonna randomly pick three and they're all bad. I was it was shocking. Lucky for us, we have a tool that actually brings those to light. Right. So we've created the scorecard and said, If anything goes, if there's an outlier of our scorecard here, how do we go back and focus on those and that way, too, we have kind of the power in the data of the numbers in the statistical relevance as well to say, Hmm, here's the areas that are highest priority, causing the highest points of agitation for our customers. And it makes the storytelling a little bit easier in that aspect. Yeah. Because you've already got, you know, good buy in already from your stakeholders.

Rick Denton: 14:12

Now you can tell 100% I agree, like, I feel like there's this rash of agreement between you and me here on this episode. And I'm a huge fan of call listening. It sounds like you really appreciate the value of call listening. I love gathering that group of leaders together. This was not we were just trying to learn how to use the bloomin tool. But later we implemented a call listening sessions and playing the calls and watching leaders reactions and then seeing the business change because that emotion can drive the change. The logic is important but the emotion really kind of gets things going. But you had some wisdom to share with me earlier when we were talking about this before we got in the episode. What are some of the dangers of call listening sessions?

Tanya Fowler: 14:49

Oh yes, it's your right is so impactful. But there are times you know, you listen to the calls, it really hits home and it can leave the group really energized in the right way to take action. Our cautionary tale is really just staying focused on what the customers are, they're saying, resist that urge to get surgical on how the agent handled the call. Because it can quickly turn into very discouraging on what the agent should have done or could have done differently. And I, I really believe at my core that every employee always wants to do their best, you know, they want to feel valued, they want to be able to resolve the customer pain points. And most often they don't have, you know, the right tools or resources to deliver the intended experience. So although it's a source of learning, there have been times when I have deliberately removed the agent side of the call recording, just so we can truly focus on the customer what they're saying. Because at times it can happen where you know, you're judging the agent they should have done could have done. At the end of the day, most often they're doing the best they can with the tools and information that they have on hand. And there's there's always learnings overall, but that's what we've done.

Rick Denton: 16:01

I think that's a brilliant use of extracting the agent's voice there that would make for a very interesting call. Now, I like all of us, we try to fill in the gaps with our brains. And we'd then be sitting there imagining what's happening, right? If the customer is getting increasingly agitated, the customer says, How could you possibly say that to me? And then you're now you're wondering what the agent said. But I like how you've removed the agent from that in the sense of, no, let's listen to what the customer is experiencing. And I've talked a lot with guests about how it's actually agent and and customer who co create that experience together. But in a call listening session, I could see that value of of doing that, and how, how have you been able to sort of balance both that because there are opportunities to coach and develop? And I mean that in the positive way? Great, we heard something wonderful, let's develop that in you. And let's coach new opportunities for you to do something different. How do you balance that? When it's you don't want to be agent blaming? Because Heck, it can be the tools, it can be the system? How do you balance those worlds when you're doing a call listening session?

Tanya Fowler: 17:00

Yeah, I do find this case by case basis. So it really Detroit it really is situational, where it depends on on the issue and the topic in which we're referring to, but sometimes you can leave in part of what the agent is saying. So you know, one example is, you know, there was a technology issue and the agents were all provided with the script in which they could respond to and that wasn't resolving it. And there was just some confusion there on why it wasn't resolved. So immediately, we're listening to the customer call and, and in there, I did leave in the agent gave the prescriptive script, and it was able to showcase to us that they needed to go beyond the script a little bit. And not necessarily so the agent did all the right things, but the outcome wasn't exactly as we had depicted and we still had an issue, you know, the resolution that the agent was provided to give to the customer was not solving the customer's pain point.

Rick Denton: 18:00

Tanya, let's do a little a change of pace here. We're gonna we're gonna step away from call listening. As much as I really, really, really do enjoy it. I appreciate your questions, but I really enjoy call listening. But I want you to join me here in the first class lounge. We're going to take a little break here, we're going to move quickly but hopefully have a little bit of fun as well. What is a dream travel location from your past?

Tanya Fowler: 18:20

Greece and that was as of a week ago.

Rick Denton: 18:23

Okay, let's talk about that. We're gonna we're gonna stop down for a little bit. We're not gonna spend as much as quickly as we thought, tell me about Greece if it's not fresh on your mind.

Tanya Fowler: 18:31

Well, what I should first start with is I haven't traveled my plane in four years, I was very hesitant, packed a lot of patience, and was blown away by how seamless it was. So big shout outs to the airlines because I know they get attacked quite frequently. But yes, Greece phenomenal. Athens and Santorini was where we spent our time short it was just a week but we felt like we saw so much I in that short amount of time and food. Wow. Friendly people beautiful jaw dropping scenery, sunsets, glorious so many wonderful deposits in our memory bank.

Rick Denton: 19:08

I am I'm going to struggle to keep going from here because my wife and I want to do an anniversary trip next year to Greece. So maybe after we finished recording I'm gonna ask you where you stay to get some of those notes as to

Tanya Fowler: 19:19

your anniversary is not in the summer months we were told you we came at a perfect time because it's not overrun.

Rick Denton: 19:25

We'll be celebrating a little off cycle but it's still going to be an honor of an anniversary but you're right no it would be a bad time to go when our anniversary is what is a dream travel location you've not been to yet Italy asked me why

Tanya Fowler: 19:43

I if if if the doctor said you can only survive on Italian food. I would be in good my glory for the rest of my days. Like I don't know I just I love you know the warmness behind it. This like everything I just have going Italy

Rick Denton: 20:00

well, you will need to get there very soon. It is one of my favorite places. We haven't been to Greece. So you went on Greece but Italy is phenomenal. And you're right. The food is absolutely spectacular. The sky. The Tuscan skies are gorgeous. And the wines are spectacular, of course. So let's keep talking about food here. What is a favorite thing of yours to eat?

Tanya Fowler: 20:20

moussaka, which is a Greek almost like a lasagna made with eggplant. Phenomenal. Love it.

Rick Denton: 20:30

I love how quickly you know sometimes guests have to kind of think about nope, moussaka. Bam, I know exactly what I want.

Tanya Fowler: 20:37

I'm very addicted to it. I think that's why I probably am gonna get sick of it shortly because it seems to be my go to lately, but it's awesome.

Rick Denton: 20:47

It's, I laugh because I've had other guests that are similar to me and that the answers really will food. That's my favorite type of food. Just food. But yes. Like it all. But there's not everything that I like. And so what is the thing your parents forced you to eat but you hated as a kid?

Tanya Fowler: 21:05

Oh, man, I'm lumpy, hot cereal that my brother was in charge of making for breakfast. And if you didn't finish it, it would go back in the fridge and you got to eat it the next day

Rick Denton: 21:21

Oh, gosh, thatsounds horrible.

Tanya Fowler: 21:23

Oh, yes. very traumatic. I've never been since Red River cereal and I was I took a photo in the grocery store recently and sent it to my brother Mike, can you believe they still make this?

Rick Denton: 21:39

Lumpy, anything that has the word lumpy in the description? Probably it's just not. You and I are clearly not marketers if we're talking about food here. Let's close out the first class lounge with a travel what is one travel item not including your phone that you will not leave home without?

Tanya Fowler: 21:56

I would say it's not really an object. It's more of like a learner's heart. Because typically when I travel like I just want to absorb like the culture and what they're doing. And I think this was why to my mom, my parents like Oh, he got to go on a cruise go to Greece. I'm like, but they take you to just only the touristy areas like I want to immerse myself in the people the culture, the food, the you know, experience how they live, like that's what I'd want to do. So I'd have to say a learner's heart is always what I pack.

Rick Denton: 22:32

Oh, Tanya, that's, that's amazing. That's like truly truly special. It kind of it relates to the next question that I wanted to ask you. And we talk a lot about customer obsession. Yeah, customer experience. We love that phrase customer obsession, customer centricity customer first. And hey, it probably comes from somebody that has that kind of learners heart like you're describing. But is it possible to over index on customer obsession?

Tanya Fowler: 23:01

I don't know, I don't believe you could really over index necessarily in customer obsession, because I think at the end of the day, they're the reason that you're in business right to earn their trust in their business. I do feel though, you could fall into a trap of applying metrics that don't matter to your customers and maybe more to your organization. There can be maybe too much focus on operational efficiency or operational costs. And and that could come at a cost to your customers. But I don't feel well you could over index, I'd say as long as the discussion is centered around what's best for the business and best for the customer. I think you could have a long runway there.

Rick Denton: 23:44

I do wonder so let's talk about that tension between business and customer. When you're sitting in a business meeting, let's just try to visualize for a second we're sitting in a business meeting. And there's something that would benefit the customer but it would be a sacrifice to the business or it's something that the business really wants to do but maybe a little bit negative the customers friends Howard, how do you make those decisions?

Tanya Fowler: 24:04

Yeah, I would. I typically rely on data like I'm just so data driven. And I feel like let's not go with guts instinct here. Let's either dive into customer research a little bit more, but also really better articulate, you know, what would be the lifetime value behind these types of experiences that we want we're intend to deliver to our customers. So there is definitely a fine balance. We're no different than any organization. You don't have this bottomless pit of money like yeah, we're all organs. Yeah, we're gonna do this, this, this, we're gonna do everything. Like, you know, logistically and for a business to really make sure they're managing their bottom line appropriately. You just want to be able to prioritize, so I, I feel like prioritization is a big one, as well as accountability, right? If we are making commitments to our customers, we want to make sure we're holding ourselves accountable even for that To make it happen for our customers,

Rick Denton: 25:02

I like that I like the idea of introducing prioritization and accountability into that one. Let's talk about a different element of voice the customer, he, I use that total voc brand as to talk with clients. And I've mentioned that stop serving score, start listening act. But it goes beyond that. And I know it's a piece that's particularly important to you. It's listen and act, and engage employee experience. And so using voice of the customer to celebrate inspire, and coach, that's key for FCT, as you've described it to me, how do you go about doing that using voice the customer to really build employee experience?

Tanya Fowler: 25:37

Yeah, that's great. Like, I would say, there's three, there's three key ways that we do it. So one is, you know, once employees really understand how their role either support enables or directly impacts the customer experience, they're definitely more engaged. It's no longer it's an activity and a checkbox, but I have meaning my role has meaning. And know the organization's prioritizing customer experience. And this is how I fit in, that already will start creating kind of that motivation behind doing what's right for our customers. But we also have a great background really built into our culture around listening to understand, not listen to respond, but really listen to understand. And there's a difference between the two. You know, as we talked about, you know, that can be a highly emotional state. And we got to resist the urge there to justify what is the root cause? Why did this happen and justifying why it happened, and really kind of take a step back and relook at it through the lens of the customer who don't have our, you know, processes mapped out or the behind the scenes, the behind the scenes is, it's for them, right? They don't care about that. It's like what's on stage, what can I see, that's where we want to really make it happen. So as I mentioned, their their perspective, is their reality. And once we see it from their lens, and we can apply, you know, the empathy, I really feel like that's where the opportunities to take action really happen. What we've also done is created like a decisioning tree for customers, or sorry for our employees as well. So here's the issue, how do I go about taking action on it? So I need to understand who the stakeholders are, I need to understand some of the risk elements behind the decision or the idea that I have that I want to implement. So it really comes down to key collaboration. And making sure I think really important, is highlighting your success. Yeah, beat on, you know, opportunity, we need to do this better. Like, you know, that's not gonna go anywhere, we really want to make sure that we're highlighting the success because in success is a plethora of learning and know what we're doing right. And we can continue to emulate what we're doing right? We're only going to get better and better at it.

Rick Denton: 27:58

How do you go about celebrating that society? What are some of the tactical things or even some stories is if you got some delightful stories to share, but just share with the listeners some ideas around celebrating? So I think to your point, we focus on root cause we focus on blame, we try to fix, I think the celebrations under indexed and so how have you successfully brought in celebration around voice of the customer and just customer in general? Yeah, we

Tanya Fowler: 28:20

have a phenomenal rewards and recognition program. But one of the key ways that I've seen really move the dial is having our CEO or president read out these customer testimonials, customer insights, and reading them out at these town hall. We call them town halls, but internal meetings that we have that has been very impactful. We also do a lot of kind of storyboarding within the organization. So we have posters, we've got a variety of different communication methods that we utilize as well. And then our rewards program is a Points Based System. So making sure we're recognizing those key behaviors that the employees delivering on and calling those out how do those key CX principles tie into what the employee took action on? And being able to continue to do that? Because of course, other employees like well, you know, of course Rick did the Eric always thinks to those things. He's great all around it. But if we focusing on what are the key attributes that Rick did to make that happen, that is power? It's absolutely

Rick Denton: 29:27

yeah, there's some brilliance to that almost the Okay, so maybe you don't know how to make the entire entree. But here are the ingredients, and you can start to put those ingredients together. I absolutely liked that. And the idea of townhalls is something that I have been both involved in creating but also as an employee being impacted as working inside of a home equity business. You wouldn't expect to have customer stories that make you cry. There are customer stories that made me cry like a baby and at some of the town halls because they're so beautiful people were able to do and it motivated me even though I wasn't was in the customer experience side. But for those that didn't, you're just motivated around great home equity, it can help and change people's lives. And again, we're talking a financial product. And people are just balling. So there's, there's such a value in doing that

Tanya Fowler: 30:11

we had one today, we had one today was so phenomenal. So our CEO read it out. But similar where you know, if you're doing a transaction day after day after day, you're just pumping out transactions processing them, it's hard sometimes to imagine there's a human on the other side of it. And the work that you're doing has that human connection, and you may not even recognize it. But we did have a situation where our customer read out exactly what their client was challenged with, and why they came to us for assistance. So we were just doing what we were asked to do, when she then brought in the whole human interaction component, like, you know, this, this client was, you know, rationing her meals had just lost her husband, like, you name it, like this poor woman, and the delight in how fast we were able to do the work that we needed to do so that the bank could then Lend her the money that she needed, made the world of difference in this woman's life. And you know, the employee who helped make that happen. Saw it with a new lens like wow, I make a difference.

Rick Denton: 31:20

Yeah. Oh, gosh, so beautiful. It it. It is interesting how financial services or the real estate space or that kind of stuff, we tend to think, oh, I'll just money. It's just that there's so much heart in there that the money is not really, in real estate isn't necessarily a logical thing. It's often driven by emotion. And there's great stories in there. If a company chooses to do like you're describing how FCT that tiny I'm shocked. We're out of time. It always happens. I'm looking at that. But there's one question that I do want to ask is it let's close out with that? What is next for FCT around customer experience. Uh, you and I are recording this in December. There's a Christmas tree in your background there that I see. You talked about snow, you're wearing a red sweater. It is it is Christmas, and it is the end of the year. But what's 2023 gap? What is what is the focus going to be for FCT and customer experience in 2023 and beyond?

Tanya Fowler: 32:09

Yeah, so we are continuing to focus and celebrate on some of the successes we've had so that we can emulate them and bring them into 2023. For me, it's really correlating the employee experience to our customers experience much more. I feel like we're really just scratching the surface there. And I'm so passionate about customer experience and employee experience coming together to make sure that those exceptional experiences that we design and to make sure that those happen. You know, I just feel like as soon as employees feel the value that they deliver to the customers day to day The sky's the limit employees will take care of your customers each and every time.

Rick Denton: 32:51

Oh man, that's a perfect way to close. There we are. We have just closed on a wonderful phrase. I love it. How can people get in touch with you to learn more? I mean, you've got such a heart for the customers. Clearly this is this focus on customers friends, how can people get in touch with you to learn more about you and your approach to customer experience and about fct?

Tanya Fowler: 33:08

Yeah, I would say LinkedIn is best. I love broadening my network. And especially you know, if you want to talk CX get ready. I will be there with my caffeine and ready to listen and learn and grow. I feel like connecting with a lot of CX professionals not only pushes me and to be better, but also just the sharing and collaboration because it's such a unique and special career path for many to get into. So LinkedIn would be the best I would be thrilled and open to broadening my network.

Rick Denton: 33:41

Awesome. Well, I will get your LinkedIn URL into the show notes. Listeners just scroll down, click the link and you can have a conversation with Tanya. Tony, thanks so much today. I loved hearing about the focus on on voice the customer I loved you know hearing how much the customer matters, but also how much that matters in creating the employee experience that you want to create. And in fact, how that's driving 2023 And I really kind of loved the idea of the swear jar when it comes to the word survey. Right starting from the beginning in the swear jar. Brilliant, brilliant insights you shared with me today, Tanya and the listeners loved every bit of it. Thank you so much for being on CX passport.

Tanya Fowler: 34:19

Thank you so much for having me.

Rick Denton: 34:24

Thanks for joining us this week on CX Passport. Make sure to visit our website cxpassport.com where you can hit subscribe so you'll never miss a show. While you're at it, you can check out the rest of the EX4CX website. If you're looking to get real about customer experience, EX4CX is available to help you increase revenue by starting to listen to your customers and create great experiences for every customer every time. Thanks for listening to CX Passport and be sure to tune in for our next episode. Until next time, I'm Rick Denton, and I believe the best meals are served outside and require a passport.