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Winner of the 2023 CX Hall of Fame award, Jim Iyoob has been perfecting customer experience since before it was even a term. With deep expertise in call center management, speech analytics, quality monitoring and AI, Jim knows CX inside and out. The best part? Jim started as a call center agent and worked his way up! If you're in CX, you definitely want to read Jim's story, and his thoughts and predictions below.

Tell us the story of how you got involved in customer experience. How did your career lead you here?

Back in the '90s, I took my first steps into the world of customer service. It all began with my gig as a customer service agent. You see, my journey in customer experience started with that very first job. I found myself dealing with customers and resolving their issues. It was a real eye-opener and I quickly learned how crucial empathy, effective communication, and staying on top of evolving customer expectations were.

From tackling challenges across various industries to adapting to the digital revolution's impact on customer service, my journey has been a rollercoaster of experiences, showcasing the dynamic nature of CX. I went from being a novice to earning the title of a CX expert.

How did it happen? Well, I started from the ground up, worked my way through different positions in the company, and eventually thought, "There has to be a better way." Gratefully, after more than 32 years alongside my boss and mentor, Matt Rocco, he encouraged me to pursue that better way. And that's how the vision of creating a remarkable impact for our agents, customers, and leaders took shape.

In which industries, verticals or sectors have you focused your CX career? 

In the course of my CX journey, I've navigated through an expansive array of industries, spanning telecommunications, e-commerce, healthcare, finance, travel, and more. This wide-ranging exposure has intricately woven a tapestry of diverse customer behaviors and preferences, providing me with a profound understanding that transcends sector boundaries. My expertise is a mosaic formed through the rich, varied experiences of engaging with customers from multifaceted industries, each encounter shaping my insights into the intricacies of human interaction and satisfaction.

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Why do so many companies struggle with making CX a priority? What are some common mistakes companies make?

Many companies struggle with prioritizing CX due to a disconnect between data and actionable strategies. Common mistakes include relying on superficial data without delving into customer insights, overlooking the importance of employee engagement, and neglecting the integration of AI technologies for personalized customer interactions.

Additionally, there's a notable absence of clear strategies or goals when implementing AI solutions. This lack of foresight, coupled with limited hands-on experience, further complicates the integration of AI technologies for achieving personalized customer interactions. In this intricate landscape, the challenge lies in bridging these gaps to truly revolutionize the customer experience.

You’ve been selected to give a keynote address at a major CX conference. What topic will you discuss and what major points will you touch on?

In my keynote address, I would passionately explore "The Power of Data-Driven CX Transformation." Central to my discussion would be the critical fusion of human insight and cutting-edge AI technologies in reshaping customer experiences. I'd emphasize the pivotal role of Reinforcement Learning from Human Feedback (RLHF), illustrating how it enriches AI-driven interactions by infusing them with nuanced human understanding.

I would delve into the imperative of ensuring data accessibility at every level of the organization, breaking down silos that often hinder the seamless flow of crucial information. Emphasizing the need for domain expertise, I would highlight that solving real CX problems goes beyond generic AI solutions. It requires tailored approaches, crafted meticulously to address specific challenges unique to each industry and customer base.

Additionally, I would stress the importance of fostering a robust data-driven culture within organizations. This entails not just collecting data but understanding its narrative, deciphering the nuances that shape customer behaviors. I would advocate for a proactive approach, encouraging businesses to anticipate customer needs, utilizing RLHF and other AI tools to predict preferences and deliver personalized experiences that resonate deeply with each individual.

In essence, my keynote would champion a holistic approach, where human expertise harmonizes with advanced AI technologies.

Expert Advice

I would stress the importance of fostering a robust data-driven culture within organizations. This entails not just collecting data but understanding its narrative, deciphering the nuances that shape customer behaviors.

What AI impacts are you expecting in the next few years?

Immediate AI Impacts on CX:

  • Automated Support: AI-driven chatbots offer instant customer service, enhancing efficiency.
  • Personalization: AI analyzes data for tailored marketing, improving customer engagement.
  • Predictive Insights: AI predicts behaviors, enabling proactive customer service and targeted marketing.

Expected AI Impacts:

  • Hyper-Personalization: Every interaction will be tailored, maximizing customer satisfaction.
  • Augmented Support: AI will enhance human agents, improving service quality.
  • Ethical AI: The focus on transparent, fair, and responsible AI practices will build customer trust.

These trends showcase AI's transformative role in CX, ensuring seamless, personalized, and ethical customer experiences.

What skills have served you best in your CX career?  

My passion for learning and taking the risk to create the extraordinary has served me best. Having been in Ops for over three decades, I've witnessed the ever-changing landscape of software companies, and frankly, it hasn't always been ops-friendly. It often felt like all we got were these fancy dashboards and overwhelming data dumps. I wanted to change that, so I took it upon myself to keep learning. Several years ago, I made it a point to read at least one article a day. I didn't want to wait for someone else to teach me; I wanted to figure out what we could do to make things better and be the best in the industry, delivering remarkable CX.

What’s the best advice you’d give someone just starting out in their CX career, or just starting to transition from a related discipline like call-center or customer service management?

My advice for someone starting their CX career or transitioning from a related discipline like call-center or customer service management would be to make reading a daily habit. Don't wait for someone to spoon-feed you. Take the initiative to educate yourself and be proactive in taking risks. The more you invest in your own knowledge and embrace challenges, the more you'll stand out and excel in the dynamic field of customer experience.

When did CX as a discipline pop up on your radar? How have you seen it evolve or change over that period of time?  

From day one of my career as an agent! I quickly recognized the immense potential for improvement in the customer experience landscape and observed numerous opportunities for improvement. I always had this sense that while the job itself remained constant, customer expectations are ever evolving. Today customers demand a more personalized, efficient, and seamless experience. It's not just about addressing issues; it's about creating memorable interactions that resonate. This evolution has propelled us to constantly adapt, innovate, and elevate our CX strategies to stay ahead in this dynamic field.

What trend do you think will be most impactful in (your niche of) the CX space over the next three years?

Embracing change. Change is inevitable, and it's not just about adapting but actively seeking opportunities for improvement. Whether it's leveraging emerging technologies, redefining customer engagement strategies, or staying ahead of evolving customer preferences, our ability to embrace change will define our success in the dynamic landscape of customer experience.