Rick Denton (00:16)
Hey there, CX Passport listeners. Welcome back to the show. Today's guest is Claire Bristow, Market and Program Manager at Agon UK and the reigning International CX Leader of the Year. Claire came up through customer operations and financial services in pensions specifically. And that is one of the most regulated corners of the industry you can possibly work in.

Rather than letting that regulation squeeze the life out of customer experience, Claire went the other direction. Game shows, cartoons, podcasts, an engagement program that's racked up 30,000 hours of participation and six gold awards in three years. Oh, and she got there by running 53 research sessions to figure out what would actually land with the people she was trying to reach.

She was introduced to CX Passport by Francis Shapiro. I have a feeling Francis knew exactly what she was doing. Claire, welcome to CX Passport.

Claire Bristowe (01:23)
Thank you for having me, Rick.

Rick Denton (01:26)
I am excited about this one. Yes, and folks, you already heard, we are talking to Claire. She's over in the UK. I am over in Texas. It is going to be a fun, delightful chat across the pond. know, Claire, I did mention that work of yours in financial services and I specifically pensions. Well, how are you balancing the regulatory requirements and the customer experience desires when honestly those two worlds feel like opposing forces?

Claire Bristowe (01:31)
I am.

Yep. Correct.

Do you know it's quite interesting because although they feel like opposing forces, we're kind of actually supported by some of the directives that we have to do in financial services. for anybody who has like a customer impact or a customer facing role or customer support role, we do have something called an insurance directive. It's an IDD directive in the UK where we have to do 15 hours of learning a year about customers. And so for me,

Because that is a mandatory requirement for some of my colleagues, actually that massively contributes to the work I do because I can say, as well as coming along to this game show and having fun and learning about our NPS feedback, you're also going to get 30 minutes IDD hours because it's direct customer feedback. So I do get what you mean. Obviously we're heavily regulated, but the things that we're regulated on aren't necessarily the things that I'm trying to deliver internally, which is a better

Rick Denton (02:39)
I like that.

Claire Bristowe (02:50)
customer centric behaviour that's embedded across the whole of the business.

Rick Denton (02:53)
Mm-hmm.

Yeah, okay. So can I, I was thinking about that because I worked at ⁓ a bank in the U S and even in spite of what you're saying that like the focus is, know, how do we deliver a more customer centric approach and that sort of thing. But even, even something like the documents that were sent out because the regulations said X we initially struggled to find how can we make these customer friendly?

Claire Bristowe (03:02)
Okay, yep.

Mm-hmm.

Rick Denton (03:24)
And so

when you're thinking about that, when even though you're trying to help people on the inside, try to think with a more customer centric approach, there's still that regulation overhead that can bog the work you're doing down. How have you broken through that?

Claire Bristowe (03:41)
Well, I think a way that we've done that is that we have a lot of physical customer presence within Agon. And so what we do is we bring them into the design process with us. you know, we know what part we have to script or is it that we need to say this, but we're not mandated on the exact words. And so what we'll often do is either, you know, user testing or live focus groups, which we actually did recently with our whole legal department on our TNCs document ⁓ to say,

how does this work? What did you read? What didn't you read? What made sense? What didn't make sense? And it can be as simple as saying, okay, Rick, I'm gonna read a sentence to you. You tell me what I'm saying. Or it could be, okay, Rick, I'm gonna read you a regulated statement. You tell me what else I need to say to make that bit make sense. So we know what we need to deliver and we know if that's like mandated, word for word, you must say this or.

Rick Denton (04:14)
⁓ huh.

Claire Bristowe (04:37)
Holistically, we'd like this message to get across, but then we kind of go a step further where we can and we'll do that like user testing, whether it's virtual, live, in person, and say, how can we best deliver this for you? What makes the most sense? And as well as being heavily regulated, like you said, obviously, finance is complicated and it's a motive. So, you know, you've got to think about the fact that people are probably already a bit stressed about taking their retirement benefits or making the right decision.

Rick Denton (04:44)
Mm-hmm.

Yeah, uh-huh.

Right.

Claire Bristowe (05:05)
But if you send a letter out, they also don't understand what they're saying or they sign up to take a pension payment, which they can't send back if they don't want the money anymore. They don't understand it. That's really going to play on their emotions and their financial journey. So yeah, it's just about taking customers on the ride with us. But we always say we're designing for our customers with our customers. And you know, we mean that we do it with them.

Rick Denton (05:15)
yeah.

Yeah. Well, that example of, I would love to sit in the room where somebody's reading legal jargon. Well, like first you wake the customer up. Hey, wait, wait. I know that you lost, you lost consciousness there for a bit, but.

Claire Bristowe (05:42)
Yeah, well, yeah. And also, well, we

kind of set them up a bit as well, right, because we actually went out to panel and we said, we want to do a live focus group. Our legal department wants three documents reviewed ⁓ and we only needed three people. We got 64 applicants for that panel. So 64 customers was like, I'll read it. Yeah, I'll read your document. I'll tell you what I think. But then we got three and we did like our pre meets. We made sure that they had quite different financial literacy.

Rick Denton (05:59)
I'll read your documents.

Claire Bristowe (06:10)
because again, we've got 4.5 million customers, but they're not going to have the same level of understanding. So when I do host a live panel, I don't want free customers who have the same thoughts or the same beliefs or the same understanding because that's not a realistic landscape for general customer population. we did our pre-meets and then we said, right, we're going to send you the documents now. And I didn't speak to them again before the live focus group, because the idea is the first time I heard their feedback was also the first time that the legal team heard their feedback.

And so was real and fresh, but you would think that having a lot of professional lawyers in the room, having people who, you know, they know what they need to say, regulators told us what they need to say, they would be quite closed off to the feedback, but they loved it, Rick. They were so engaged. My colleague did like a survey and they said they'd won another one and can we invite them back? And they really got into it.

Rick Denton (06:53)
See

See,

this is what I love about so many times those of us in the CX world, we talk about, you got to bring the customers in and the story gets told and it's so clear there. But hearing that, that it wasn't that the group was resistant, but it was actually, my gosh, this is awesome. And I think, yeah. I think, you know, think about the legal team. There's a real chance that a legal team might say to someone, look, I don't deal with customers, right? You know, that's.

Claire Bristowe (07:51)
No. They came to me.

Yes?

Rick Denton (08:05)
I write stuff

Claire Bristowe (08:05)
Yep.

Rick Denton (08:06)
or whatever, but I don't think about the customers yet in this example proving that often teams that don't air quotes here interact with customers have the most impact on them. And I got to tell you, if you layer then financial services on top of that, funds not really a part of helping people understand this world. So you took a bold step. I mentioned in the introduction, bringing in cartoons, game shows, gamification, all of that.

Claire Bristowe (08:18)
100 %

she mean?

Mm-hmm.

Rick Denton (08:35)
How

did you choose humor to become your tool for reaching all of those roles, especially those that don't think of themselves as customer roles? And why did it work?

Claire Bristowe (08:45)
Yep.

Well, I think you kind of said something that if you haven't said, I would have tried to have got in on this session anyway, just a minute ago in that when, when the program first launched, like you said, kind of an intro, I did 53 sessions with people at different levels, different departments, different longevity and financial services. And I said, if I'm trying to get a program in here about culture, what you need, like what's going to relate to you, what's going to make a difference. And actually a bit of a theme that came out of that was one of the top 10 themes was that

I don't speak to a customer, so this isn't for me. Whereas for me, actually, this is more for you if you don't speak to a customer because you don't have any understanding. Whereas those heroes who are on the phones every day, they know what customers want. They just can't do the actions to make it better, whereas you can. And so that was kind of one of the main themes that come out. The second theme was, I don't have time for that. You know, I'm busy. I've got things to do. I've got my objectives to meet. And so I thought, right, how am I going to...

Rick Denton (09:18)
Mm-hmm.

yeah.

Right.

Claire Bristowe (09:44)
do something that makes people want to be engaged, makes them want to find the time and to schedule something out in three weeks to come in the office and how am going to get them to think this is worth me going to. And so fun was kind of the route that we went down. It was like, let's be different. If it fails, it fails and let's learn from what we do. And I think learning from what we do has played a big part in our success because whenever we've done a new initiative or a new event or a game show or

Rick Denton (09:50)
Mm-hmm.

Right.

Claire Bristowe (10:14)
a tour or anything like that, we always go and get feedback. And then when we've listened to that feedback, we've grown from it. And we've gone actually, you know, our finance department, they didn't particularly like it in that format, but our transformation teams did. So next time for transformation, we'll go and do it this way for them. But for finance, maybe we'll do it in a different way. And we've learned about, I feel like, and this is the first time I've ever said this out loud, and it's just come in my head. You know, like when you, you've got a group of friends, right?

Rick Denton (10:29)
Mm-hmm.

Claire Bristowe (10:43)
you've got a group of friends, Rick, I'm sure there's like, for me, there's four of us, but all four of us are completely different. But I know how to speak to one of my friends about a situation that could be very different from my other friend. And actually, this is literally the first time I've thought that, that's kind of what it's like at AGOM. You know, my power transformation, I know that they love live events. I know they love a bit of competition, but my power technology, I know I need to go to an exec session and then they'll engage because they're already there. And it's just learning.

Rick Denton (10:49)
Mm-hmm.

Mm-hmm.

Claire Bristowe (11:12)
the characteristics and what's relevant to you, how do you want this rolled out and being very open to being told the way they want it and making that work because that's how you get the most engagement. I feel like I've just had a brainwave, Rick. This has been very interesting.

Rick Denton (11:14)
Yeah.

Yeah.

Well, that's what CX.

So there you've there you have it folks. CX passport with the scoop on Claire's methodology of using friends as the model for internal ⁓ employee engagement and customer centricity programs. There you go. You've got something new for you. Well, OK, I want to actually talk about that a little bit. You came into this CX role with a directive that was essentially go make us customer centric.

Claire Bristowe (11:32)
I know.

That's so true. Yeah.

That was the whole objective. Yeah? Yep.

Rick Denton (11:55)
Have fun with it. Well,

that sounds really great on paper and it would be very attractive to take a job that way, but where did you actually start?

Claire Bristowe (12:05)
Well, I started with those research sessions and I was like, okay, I know what I need to do, but I need to understand what's the current lay of the land. What's this current situation? How customer centric are people? How much do they know about our customer groups? And I decided to go down two routes. So the first one was, it was really interesting. So we have three main customer groups at Agle. We have financial advisors.

Rick Denton (12:18)
Hmm.

Claire Bristowe (12:31)
We have workplace employees and employees and we have what we call end customers who will do business with us directly. But initially, quite a low amount of Agon colleagues could tell you what those three customer groups were because they would predominantly work on one customer group. And that was one of the findings that we found. And we were like, how can we be customer centric if we're not all totally sure who our customer groups are? And so one of my first things was,

Rick Denton (12:48)
Yeah.

Claire Bristowe (12:58)
Let's learn, let's teach them, let's educate people on who are our customers, what do they need from us? What are their experiences look like? What difference is their journeys? ⁓ And so we created things that we called like curriculums, which were like three hour sessions, like educational sessions, but they were made up of six different modules. So it wasn't sit down three hours, Rick and learn it all. But those six modules were also all a different format.

So one was a cartoon, one was a podcast, one was a day in the life of a customer video, one might be a CBT. And so we catered for all learning styles as well. So even if somebody was like, I'm a visual learner, I'm just going to watch the video, at least they watched something. And I think knowing that we didn't, our goal wasn't, we're going to get everything right first time. We're going to get a hundred percent engagement from hundreds of people. was make everyone a bit better and let's build that up. And so that was one of the.

Rick Denton (13:38)
Right.

Claire Bristowe (13:51)
two things that we first did, which was super, super successful holistically, and also obviously brought great awareness to having a program that people could engage with. But the second thing, which to this day, I still believe is the most important thing we've done, but is still the highest engaged initiative we've done, was introducing live call listening. So giving people the option to go and sit in our telephony centers, see the screams they're navigating.

Rick Denton (14:14)
⁓ yeah.

Claire Bristowe (14:20)
see the situation that they're sitting when they're taking this calls, actually hearing real time conversations and not only how do they react to that, but how do they process that on the screen and how do they get through the systems and how do they deliver that experience? And I think that to this day, think the most recent stat I checked, 92 % of colleagues leave with an increased understanding of their impacts on customers after doing live call listening. And it's because they see that whole experience. They see the systems.

Rick Denton (14:29)
Mm-hmm.

Claire Bristowe (14:49)
they see the fact that they maybe struggled to open a webpage and so it's keeping the caller waiting and they see that actually a call is ringing because they can't get through that journey online and that button's not working and suddenly they're like, that's me. I could fix that issue, that call you're doing, I could do that in my job. And so I think they're the two things we started and we're about to launch our fourth curriculum which is called Financial Advice Unpacked which will be sneak previewing with our exec teams actually next week.

Rick Denton (15:04)
Yo, yeah.

Claire Bristowe (15:17)
And today we're still two months ahead always for call listening. So if you chatted me today and said, Claire, I want to sign up for live call listening, I'd say, OK, well, I can sign you up for me. Because that's how popular it continues to be across all three locations.

Rick Denton (15:40)
Claire that is mind blowing to think that you've got to, yeah, there are companies that you have to drag people. Look, I want you to come listen to a call. And here you are saying that you've got an open table, resi type system where folks have to book a table to be able to experience that. I may want to come back to that, because I had some thoughts on the employee side of that, but I want to take a little break here. And I know that when I have traveled,

across the pond. can be nice to stop down in a lounge before or after that flight. So I invite you to join me here in the first class lounge. We'll move quickly here and have a little bit of fun. What is a dream travel location from your past?

Claire Bristowe (16:20)
for my past. So somewhere I've been. Okay so I actually went to Capri. I was very lucky to go to Capri in Italy. My husband, I actually met him at Agon and they used to do like a top 20 person, got this all-inclusive trip so not only did I get to go to Capri, it was fully paid for and the day we checked out of our hotel the Kardashians checked in. So that was kind of, yeah that was the level of like luxury we had for those five days and

Rick Denton (16:23)
That's right.

Yeah.

Okay!

Claire Bristowe (16:50)
I would go there again tomorrow in a heartbeat.

Rick Denton (16:52)
That's

awesome. Well, I've been to some nicer places in Italy. I don't know that I've been to, you know, reality TV star level places, but that sounds like that would be pretty, pretty darn nice. Well, what is a dream travel location you've not been to yet?

Claire Bristowe (16:59)
I know.

Oh, that is a great question. Do you know, I don't know the location, but I know that I wanna, you know those like houses where you can stay over the sea, like the huts, like the bungalows, anywhere with like a clear blue sea. I love my children, but no children, just a cocktail and the sun. That's my dream.

Rick Denton (17:17)
yeah, huh. Yep.

yeah.

There is something spectacular about those two things, adults only and over the water bungalow. So yes, I can see why that would be the one that you would be targeting. What is a favorite thing of yours to eat?

Claire Bristowe (17:34)
Mmm. Yes!

Rick, how long have you got? I am a foodie. Food is my thing. It's got Thai food. Thai food is like my top thing. Anything with king prawns.

Rick Denton (17:51)
good. Mmm, yeah.

Nice. So we need to find you adults only over water in Thai. We'll find someplace in Thailand that's got that.

Claire Bristowe (17:59)
Yes.

Yes and don't forget the cocktail. The cocktail

was top of the list as well.

Rick Denton (18:08)
All right. You know, I thought about adding

that as a question. I've got to find a way to nuance that into the first class lounge. What about the other way? What is something you were forced to eat, but you hated as a kid?

Claire Bristowe (18:14)
Hahaha

⁓

I've got a phobia of baked beans. Do you have baked beans in America? Do you know what they are? There's everything wrong in the world is in that tin. They're slimy, they're mushy. ⁓ no. And my children love them, but they make me feel poorly.

Rick Denton (18:37)
So we will not be serving that at the adults only over the water bungalow in Thailand. There will be no baked beans. Claire, sadly it is time for us to leave the First Class Lounge. What is one travel item not including your phone and not including your passport that you will not leave home without?

Claire Bristowe (18:42)
Please don't. Yeah. I hope not.

book I love to read and if I'm going anywhere I'm gonna have a book with me.

Rick Denton (19:08)
Boy, there is something clear about a book that, especially when you're already in a way, and so your brain is already kind of unlocked, and then you've got this book to really take you on that, yeah, really, really can get into that book. I wanna talk about those research sessions. And I mean, the number 53 is huge. Just that alone shows that there was a concerted effort. We are going to understand.

Claire Bristowe (19:15)
Mm-hmm.

pop or immerse yourself into it

Rick Denton (19:36)
before we act, or at least in tandem with how we act.

Who were your customers in that context of the research sessions? And when those research sessions identified a tug between your internal colleagues and your external customers, well, how do you decide who wins?

Claire Bristowe (19:55)
Well, that's a great question. So that was basically the first six weeks, my full-time job on the program. And to start with, the program was internal colleagues were my customers. It was, let's build this understanding. And so I actually spent some time with some relevant people to ask for those who don't really attend live events, or maybe we've not really heard from them much before in like open conversations.

I also got some longevity reports, so I looked at people who had been here for a long time, young people. was literally everyone I had, members who report directly to our CEO. I had one with each and every one of those. I then had them with just people who were already culture champions, so they're already big on having a good internal culture. And I just felt it was really, really important for me that this program was never for one team, one department, one person.

If I'd only had those conversations and put out there to, hi, if you want to come talk to me, come talk to me, then I would have already had people who were engaged. And that wasn't really my target audience. My target audience was those that wouldn't even have seen the post to say they don't want to come. And so I did spend a lot of time with people and said, tell me people who don't engage with things or tell me from this list, who have you never met?

Rick Denton (20:57)
Right.

Right.

⁓

yeah.

Claire Bristowe (21:15)
But

I did also speak to people, obviously, who were engaged, because I wanted to say, how do I keep you engaged? What do you like? What works? And so at the beginning, was very, the customer was internal colleagues. Over time, it's been educating internal colleagues to benefit external customers, but actually also internal customers. Because like we said a while ago, know, technology's internal customer is our customer services teams, whether that's a front office or a back office role. And so

Rick Denton (21:21)
Mm-hmm.

Mm-hmm. Mm-hmm.

Claire Bristowe (21:44)
I would say our customers and who I'm trying to better their journeys has kind of developed over time. Initially it was just internal colleagues, but now I would say it is internal colleagues. It's then internal customers, which is different from internal colleagues. But also now it's by having this mindset and having people go back and doing things because they can rather than because it's part of a massive budgeted project. We're also benefiting external customers.

Rick Denton (22:10)
Right.

You said something there that triggered a thought and I've mentioned that I wanted to come back to the live call listening. And it was when you said, you know, if the agent is having trouble opening up a website and then combined with the thought of what you just said there of if a team hears how they can help another internal team or they see something like that. I have seen in the past when I've been a part of live call listening or anything like that, that there's an immediate.

Claire Bristowe (22:29)
Mm-hmm.

Rick Denton (22:45)
charge to fix because it's there. You see it. You see the struggle. You see the pain. But there's a balance to be struck there. And it's a balance between the immediacy of what you visually see in that moment and the emotional impact of that with a roadmap, with a more thoughtful approach to what does a longer term approach look like. How are you? guess, you know, let me ask it this way. How are you choosing what to activate?

Claire Bristowe (22:53)
Mm-hmm.

Rick Denton (23:14)
coming out of those live customer listening sessions and ensuring that it isn't just an emotional reaction, but is also something that is good for the long-term direction of the company.

Claire Bristowe (23:21)
Mm-hmm.

Yeah, so actually one thing that we, well, there's two things. So at the end of doing live call listening, they get asked to do reflection exercise that same day. And what we asked them to reflect on is are there any actions you're taking away in your day job that you could do to improve customer experience? And then what we do is we keep up to date with them for the next three to six weeks, saying how you're getting on, do you need some help? Because what we've also built is we have what we call our promoter team.

Rick Denton (23:37)
Mm.

Claire Bristowe (23:56)
and that's 34 colleagues from across the whole of the business who use connecting with customers as a development opportunity and are basically like my mini culture army. you know, they all come from different functions of the business. They can tell me what's going on in their world. I tell them what's going on here. They come and do gigs with us. So they help me create reels. They help host live panels and they help create new starter sessions. And basically what we do with that network is make sure that all of the measures are coming back and forth. But

People are tasked at the end of call listening to say if there's something they could take away with that. And because of the connections we've built, because we know who those people are who care about doing something better, but also because I work very, very closely with people who are leading like our three year big budget programs, doing an amazing job at that. I meet with them every month. So recently something came up and they said, and a colleague said, well, we really need to improve our screens where the telephony handlers have to go and put our data in.

Rick Denton (24:43)
Mm-hmm.

Claire Bristowe (24:54)
and I was able to say to them, we're doing that. Here's the name of the lead, here's the project, because I'm aware roughly of a good chunk of things that are going on. And if I'm not, I probably know someone who will know. And so the actual delivery of that isn't on us. However, the actual motivation and the connection and the enthusiasm to do it, we will help drive that.

Rick Denton (25:01)
Yeah.

Right.

That is, I don't know if I have much of a question as it is an observation. You said something in there that, well, caught my ears again. You're saying a lot of things that are catching my ears. well, I knew you would keep me interested. So this is just proving it. You mentioned we checked back with them three to six weeks. There's an accountability, not just a motivational component to it, but an accountability component.

Claire Bristowe (25:27)
Yeah, I'm glad I'm keeping you interested.

haha

Yes. Yep.

Rick Denton (25:48)
to that where I have also seen a lot of these live call sessions, everybody gets excited and rah rah, and then they go back to their desk and not that they forget, but they have their own day-to-day responsibilities. So was that there from the beginning? And if not, what inspired you to create that, I'll say motivation slash accountability approach?

Claire Bristowe (25:56)
They just get busy, don't they? From day to day.

Yeah, so ⁓ it wasn't there, but only for about two or three weeks. then, so Lizzie, who works with me on the program, she now, she's brilliant. So she completely manages that cool listening program for me now. And we sat down and we said, we want people to know that we're here for them. But also psychologically, like you just said, when they leave, they're pumped up. They're going to change the world. They're going to change every system that we could ever touch. And realistically, that's not going to happen. So we was like, let's just,

Rick Denton (26:24)
Mm-hmm.

Claire Bristowe (26:37)
Let's just nudge them. Let's just remind them they said that they were going to do this. Let's just see what they said. And quite frequently they will say, oh, actually, Claire, or actually, Lizzie, I haven't looked at that yet. But now that you've emailed me, let me go away and speak to someone. And it just gets those cogs turning again. And so sometimes they are already on it. And there's another lady who recently actually had someone come sit with her. But by having someone come sit with her, as she was taking calls, she noticed a trend in three letters that just weren't.

good enough and then she emailed me and she said Claire we need to improve these letters like it's just a sentence but it's causing so much confusion and yeah and I've been working with her for like six weeks now just to see if we can get some wording change but you know previously we've had wording changed on a withdrawal process actually and they were getting something like 88 I might be a little bit wrong 88 calls a week which equated to something like one

Rick Denton (27:14)
awesome.

Mm-hmm.

Claire Bristowe (27:36)
I can't remember, 1.3 FTE or something similar to those kind of numbers because of one sentence on a letter. And so as soon as that was removed, like over a year, I think it was at say 1.3 FTE and that was one sentence in a letter worth of calls.

Rick Denton (27:50)
Yeah. Well, let's,

let's actually close out with talking about that because that's one thing you talked about. Like we said, the big three year vision and then there's, but there's also these small things and these small things end up being big things. You have told me about these small changes like, like this, adjusting an email wording or tweaking payment authority limits that you have told me before saving over two FTE a day. And so often when we talk about improvements and customer experience and all that we can

Claire Bristowe (28:01)
Yes.

Hmm.

Rick Denton (28:20)
fail to tie to an actual financial result? Well, saving two FTE a day is a financial result. So why do you think little changes often get overlooked when, just like we're talking about, the collective impact is anything but little?

Claire Bristowe (28:32)
Mmm.

So I think as a business, we want to make everything better for everyone. And so they go with the big bang effect, right? And I would imagine a lot of business do the same thing. What's going to achieve the best results for the most amount of people? And that's kind of where the focus is. And I get that. And that's probably is the right place to have focus. But what we're encouraging, no more budget, no more projects, no more additional FTE people. We're encouraging people to care about customers.

Rick Denton (28:45)
Mmm, yeah.

Right.

Claire Bristowe (29:07)
to understand the impact that they have on their experiences and just do it yourself. Like these things might take 20 minutes for you to do on the side of your desk. You don't need to sign off, you don't need approval, or maybe you do just need to sign off for approval, but actually all you need is one sentence in an email to say, do you know what, Claire, remove that sentence and it's done. And by us knowing who that person in risk or that person in legal is to have that conversation with, we don't need a project team. You you could come to me and go,

Rick Denton (29:33)
yeah.

Claire Bristowe (29:36)
Claire, I want to change this and I could go, Rick, I know exactly who you can speak to, go and ask that person. And because that person is also customer centric and they've got 20 minutes, they're just going to say yes and it's going to get done. So it's just the behavior and it's the mindset.

Rick Denton (29:40)
Mm-hmm.

see this, this is great.

Yeah. Well, let's end it right there because I want people to end with this thought of it doesn't require the big, the massive to make the input. And another thing that you kind of stuck in there too, you do have a brilliant way of like dropping these wisdom nuggets in there, but the connectivity.

Claire Bristowe (30:03)
No.

Rick Denton (30:14)
value of a customer team like yours. I don't know that that often gets said as directly that it's not just about a customer centric and understanding and all of that, but it's the connectivity that would link these disparate groups and functions into something that solves for the customer and then solves for the business as a whole. Claire, I have really enjoyed this. You've got a lot of wisdom out there. Folks wanted to get to know a little bit more about you, your approach to customer, your approach to well,

Claire Bristowe (30:17)
100 %

Bye.

Rick Denton (30:43)
how the little gets the big done, what's the best way for them to learn more?

Claire Bristowe (30:47)
I would just say LinkedIn and you know I'm happy to speak to anybody who's as customer curious, customer passionate as I am. So LinkedIn, come join me.

Rick Denton (30:55)
I love

it. I like that customer curious. Okay, I we got all sorts of new. Yeah, I just might throw that in the the old LinkedIn headline. We'll see how that goes. Claire, this is exactly how CX Passport should go. There's a ⁓ ton of great thoughtful wisdom shared along with these little drips of nuggets that just get dropped in there that are absolutely delightful. I really enjoyed today. Claire, thank you.

Claire Bristowe (30:59)
Are you customer curious now Rick? Is that something you're going to add to your bio?

Rick Denton (31:25)
for being on CX Passport

Claire Bristowe (31:27)
Thank you for having me.