Feedback is only useful when it moves

What happens when customer feedback stops being a report and starts changing the decisions a business makes? In this episode of CXO Loading..., Lauren Miles speaks with Olena Rozanova, CX Lead at Lloyd’s Register, about building customer experience inside a B2B organisation with more than 260 years of history. Olena’s route into CX began with an unexpected service moment at a CitizenM hotel. That experience led her from marketing and commercial real estate into a discipline that brought together design, behaviour, business, and the human reality behind every customer journey. They talk about why CX is the way a business works, not a standalone department; how to introduce the client voice into an established organisation without arriving as the person telling everyone they are wrong; and what it takes to move feedback beyond the dashboard and into an accountable business decision. Olena also shares how behavioural science can make the hidden effort inside a supposedly simple customer journey visible. From a 25-step registration process to the practical COM-B model of capability, opportunity, motivation, and behaviour, this is a conversation about making change easier for both customers and colleagues to act on. If you are trying to make feedback more useful, bring people with you through change, or build influence for CX in a complex organisation, this one is for you. Links and resources Read the companion CXO Codex chapter: https://cxocodex.com/entries/how-to-turn-customer-signals-into-decisions Connect with Olena Rozanova: https://www.linkedin.com/in/elenarozanova/ Connect with Lauren Miles: https://www.linkedin.com/in/l-miles/ Join Women in CX: https://womenincx.community/ The Behavioural Scientist: https://behavioralscientist.org/ The COM-B model and Behaviour Change Wheel: https://www.behaviourchangewheel.com/