Olga Potaptseva
Member Since: 1st Jun 2017
Olga Potaptseva is the Founding Director and CEO for the European Customer Consultancy that specialises in Agile CX Implementation. Her unique CX Implementation Toolkit allows clients across the world to launch and progress their CX efforts 3-4 times faster, by combining best practice in project management with deep expertise in customer experience. Olga is a strategic advisor to companies’ C-Suites Executives and Leadership across multiple industry verticals and geographies, from the Middle East to the UK.
Having started her career with GFK, one of the Top5 market research companies, she realised that far too often valuable insights get shelved without generating a much-needed change. With her faith in real customer centricity, she sought a highly challenging position of the Customer Experience Head with one of the UK insurers. For 6 years, she relentlessly focused on driving customer centricity and succeeded in delivering business success through meeting customer needs. Since then, she held CX leadership positions in banking, telco and consulting.
Olga is passionate about promoting and advancing CX as a structured business discipline. She is an Executive Director for the Customer Institute, a regular Chair of Judges at customer experience awards, a founding member for the Women in CX community, a CXPA network lead, a keynote speaker and one of the Top25 CX Influencers of 2019.
My answers
It's an interesting analogy and observation. I think what David (the company) failed to do in this example is to understand the real needs Margaret (the customer) had and the drivers behind them. In addition a collection of seemingly unimportant faults in the customer journey may have occurred without being addressed and accumulated into a rejection.
I feel it's a very well articulated description of CX teams' functions, thank you. In many organisations CX teams face redundancies and budget cuts now because they are not strong enough in articulating their purpose and more importantly easy to distract from it to deliver 'quick wins'.
Shaun, thank you for the article. I did not realise the scale of CX ignorance, although certainly caught glimpses of it from my own experience. Still surprises me how many companies think they want to focus on customer experience, invest into CX professionals, consultancies and tools and do nothing with the results. If the goal is to put quick fixes in place (usually branded as 'wins') it could surely be done a lot cheaper.