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The value of customer experience is clear. It is a differentiator for companies. Customer-facing teams, such as Support and Success, can help you provide the CX your customers expect.

But there are distinct differences between having a Customer Support team and having a team that facilitates customer experience.

Alice Hunsberger, Senior Director of Customer Experience at Grindr, recently addressed these differences with her team. She noticed that Support was very reactive. So step one was working to change the mindset to a more holistic view of the customers’ needs. She asked herself: How do we change things in the product and support systems to improve self-service and reduce customer effort?

In Conversation with Alice Hunsberger, Senior Director of Customer Experience at Grindr

Her approach was to take the insights from things like tickets and customer knowledge base searches and add value by turning them into actionable items that will make Grindr’s products and services better. In the dating app industry specifically, users can be in a highly emotional state. Relationships are complicated already, but imagine missing an exciting date with a person you really connected with because of a bug in your dating app.

Tying these human elements and impacts to the features and usability of your product can help strengthen the connection all departments have between their work output and the customer experience. Alice’s team builds a regular Voice of Customer (VoC) report that uses real user anecdotes from places like Reddit and company-run customer focus groups to humanize this impact.

Pairing these stories with real-time data points paints a vivid picture of how important what you produce is. Her view is that Support and Experience are uniquely qualified and able to provide these insights because of their constant customer conversations.

Please listen in as Alice describes the roles she has within her team to facilitate these activities and what you need to do to move from a support team to a customer experience team.

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