“Most of my career I’ve spent in the media and entertainment industry or technology. I think what’s so interesting about media and entertainment is how it has infiltrated other sectors as well. … It’s the primary way that we communicate today.”
– Kathy-Anne McManus, Chief Customer Experience Officer & Strategic Vice President at Avid
Welcome to OneTAKE Live! In this episode, host Ian Barkin sits down with Kathy-Anne McManus, chief customer experience officer and strategic vice president at Avid, to discuss the brave new world of digital customer experience (CX), what it takes to innovate process and strategy alongside technology, and the cultural shifts that will need to happen to get there. Don’t miss it!
True companywide digital transformation requires much more than just upgrading front-end technology or adopting flashy new digital tools, it’s a whole-company realignment — a cultural shift — that starts from the top down. To succeed, enterprises will need to begin not only reconsidering organizational strategy in the context of digital capability, but also how the experiences of customers will transform along the way.
“Our digital transformation journey — there’s not a single piece of our business or a single employee that will not be impacted in a positive way — it touches everyone in the company,” Kathy-Anne explains. “It’s continuing to innovate, but we have to have a user experience strategy. And it’s wise now to get the customer voice, not just through support and, ‘oh I’ve got a problem and I need it fixed.’ We want the voice in every step of that journey … that’s actually quite a cultural shift, right? Because now, you’re thinking about everything that you do — the impact to the customer. … The innovation in that user experience is now equally as important in the company (as the technology), and that’s what we’re working on.”
A multimedia expert, Kathy-Anne previously worked as a leader for major corporations like Adobe and Ericsson before bringing her extensive talents to Avid. As a leader, she has remained continually committed to promoting, growing, and expanding digital capability in the CX space.
Join us and learn more about what it takes to transform both employee and customer experiences through technology on this episode of OneTAKE Live!