AI CX Innovators

S&S Activewear’s Laura Turner on Technology Adoption without Perfect Data Infrastructure

Listen Later

Implementing conversational AI revealed an unexpected fault line in their customer base for Laura Turner, Head of CX at S&S Activewear. Despite assumptions about how different customer segments would respond to automation, the split came down to something simpler: some customers want speed through self-service, and others insist on human connection regardless of request complexity. This insight forced a strategic pivot away from predetermined customer journeys toward self-selection, allowing customers to choose their own path while educating them on faster options. 

The lesson extends beyond technology implementation to the foundation of successful CX programs: employee experience determines customer experience, and teams can't deliver exceptional service without proper training, tools, and processes. For example, when Laura implemented a Customer Integration Pulse survey to track sentiment through major system transitions, the real-time feedback revealed missed features critical to one customer base, enabling quick adjustments and transparent communication about roadmap additions. 

Her approach to AI readiness challenges the myth of perfect data prerequisites. Instead of waiting for pristine datasets, she advocates identifying manageable friction points where automation drives measurable outcomes. 

Topics Discussed:

  • How customer self-selection proved more effective than AI-driven segmentation when implementing conversational AI across a diverse B2B customer base.
  • The operational complexity of maintaining next-day shipping SLAs for 90% of the continental US while processing millions of garments annually.
  • Using Integration Pulse surveys to track sentiment through major system transitions and quickly address feature gaps during mergers.
  • Why employee experience forms the foundation of customer experience, including proper training, tools, and process enablement.
  • The practical approach to AI readiness that focuses on identifying manageable friction points rather than waiting for perfect data infrastructure.
  • Why every AI investment must tie directly to cost reduction or revenue increase rather than deploying technology for its own sake.
  • How AI functions as a task replacement rather than workforce replacement, elevating human work to focus on complex problem-solving requiring judgment.
  • Implementing CX governance strategies across newly merged organizations through representatives who champion customer-centricity.
  • Building customer-centric culture by connecting every employee role to customer impact, from warehouse operations to finance teams.

    • Listen to more episodes: 

    Apple 

    Spotify 

    YouTube

    ...more
    View all episodesView all episodes
    Download on the App Store
    AI CX InnovatorsBy Level AI