Guest speaker: Chris Madan
Chris Madan is a highly accomplished business and technology executive who possesses a unique skill set that enables him to deliver large-scale, transformative change to meet the ever-evolving needs of consumers in highly competitive markets.
Currently, as the Vice President of Digital at Telus, Chris leads a team of digital practitioners with a clear focus on delivering exceptional digital client experiences and driving commercial outcomes. Prior to his current role, he held several senior and executive positions at CIBC, a leading North American bank, including the role of VP of Digital Marketing, where he successfully managed a media budget exceeding $100MM.
This episode features an interview with Chris Madan, Vice President of Digital Sales and Service at Telus, a telecommunications company headquartered in Canada. Chris is an accomplished business and technology executive with expertise across marketing, e-commerce, data, and technology modernization. At Telus, he leads a team of digital practitioners to deliver outstanding digital customer experiences and drive business results.
In this episode, Kailey and Chris discuss humanizing digital experiences, listening to implied customer preferences, and leveraging the moments that matter.
Creating an exceptional customer experience starts with showing up for customers in the moments that matter. For example, Chris and his team at Telus are able to predict travel frequency based on roaming data and provide the customer a pre-packaged offer before the customer even reaches out to change their plan. Predicting these moments shows the customer you care about their experience and want to make their life easier.
The human condition craves interaction, whether that’s with another human being in a physical store or over the phone. Creating a connected omnichannel experience is critical to meeting customers’ needs and augmenting with digital means.
When dealing with customer data, it’s important to know that just because you have access to certain information doesn’t mean you should be using it for targeting. You can still build relevant and personalized experiences using data in a smart, responsible, and ethical way.
“For us, the moments that matter are the ones where we make your life easier. The whole point of humanized digital experiences and Telus’s tagline, is to make the future friendlier. How do we make sure that we are there in those times, we use the information we have, and we create those experiences for you at those moments.” – Chris Madan
*(02:17) - Chris’s career journey
*(05:23) - Industry trends in customer experience in telecom
*(13:47) - Challenges in the customer engagement journey at Telus
*(19:31) - How Chris defines “good data”
*(24:31) - An example of another company doing it right with customer engagement (hint: it’s Spotify and Uber)
*(32:36) - Changes in customer engagement in the next 6-12 months
*(35:25) - Chris’s recommendations for upleveling customer engagement