“If I had a hundred dollars to spend on my business, I would put $90 of it into making things easy — making sure things work.” – Michelle Buretta 

In this episode of OneTAKE Live, join host Ian Barkin as he chats with Michelle Buretta, senior manager of CX analytics and customer improvements at Lenovo, about carefully studying consumer interactions to vastly improve customer experience (CX) outcomes.  

Great customer experiences can appear effortless, but the process of improving and refining your CX strategy can be a complex task with many variables to consider. You have to figure out how to best price your product or service, how to support customers beyond the point of sale, and how to plan for the problems consumers aren’t even facing yet. If you can’t find a balance, it can all fall apart.  

But many companies are overthinking it, according to Michelle. To her, it’s less about creating something complex, or priced effectively for the marketplace, and more about creating an experience for customers that is simple, effective, and most important — easy.  

“Ease of use is, to me, the most important thing,” Michelle explains, contrasting fast, simple, or easy experiences against the concept of “wowing” or “delighting” your customers with flashy gimmicks or door-buster sales. “Price matters, but if you’re clicking and clacking and having to reset your password a bunch of times, or you can’t get a hold of someone, at the end of the day, I think people by and large would pay a little bit more just to know that they’re going to get their things by Christmas, or that if there’s an issue, someone is going to help them.”  

Currently the senior manager of CX Analytics and Customer Improvement with Lenovo, Michelle got her start in the world of academia — and now applies many of the principles she’s learned in her study of sociology and educational theory to radically improve the way brands interact with customers.  

Join us as we find out how creating ease for customers can revolutionize customer relationships on OneTAKE Live! 

Episode Resources

SYKES 

Jobs.SYKES.com 

SYKES Quarterly 

Michelle’s LinkedIn 

Lenovo