CX Spotlight – YVONNE QUASHIE
Meet Yvonne, a certified Customer Experience Specialist (CXS) with over 14 years of dedicated service, leaving an indelible mark on Ghana’s customer experience landscape. Yvonne’s expertise spans customer experience, service excellence, and branch operations, grounded in data-driven strategies that reshape the customer journey.
Yvonne’s career is a testament to her unwavering commitment to delivering exceptional service and enriching customer experiences. Her exceptional leadership and communication skills have not only inspired teams to excel but have also effectively conveyed strategies to stakeholders through engaging public speaking and presentations.
As a pivotal figure at Access Bank, Yvonne played a crucial role in upholding the bank’s outstanding Customer Experience for over five years. This dedication led to the bank’s recognition as the best in customer service for two consecutive years in the Ghana Customer Satisfaction Index. Yvonne’s relentless pursuit of customer service excellence earned her prestigious accolades, including the title of Brand Ambassador in 2020.
Currently serving as the Customer Experience (CX) Country Head for UBA Ghana Ltd, Yvonne achieved the remarkable feat of leading her team to claim the title of the No.1 bank in retail customer experience in 2022, just one year after joining. Her tireless dedication and passion for exceptional customer service continue to yield remarkable results.
Yvonne is acknowledged as a subject matter expert, continuously propelling the CX field forward through her insightful blogs and engaging in occasional webinars, as well as radio and podcast interviews. Her tireless commitment to enhancing customer experiences knows no bounds.
In all her endeavors, Yvonne epitomizes Larry Page’s wisdom, “Always deliver more than expected.” Her passion for enhancing customer experience, coupled with her extensive experience, mentorship, and thought leadership, has established her as a trailblazer in the realm of CX, reshaping the landscape in Ghana and beyond.
CONVERSATION WITH Yvonne…
Can you describe the journey to your current role?
I kick-started my banking journey as a frontline officer at GCB Bank. Eventually, I got the chance to step in as a personal banker when the regular officer was on leave. This early experience kindled my fondness for customer interactions. Soon after, I found myself working as a teller at Access Bank (back when it was Intercontinental Bank). My enthusiasm for customer relations didn’t go unnoticed, and I was granted the opportunity to launch my career as a customer service officer, progressing to the role of acting branch operations head over the years. After gaining extensive experience working with customers at the branch level and completing my master’s degree in Management, I was presented with the opportunity to lead a customer experience team. This eventually led to my appointment as the head of the unit. Later on, I was given yet another chance to initiate and oversee the customer experience unit at United Bank for Africa, where I collaborate closely with the management teams to steer customer experience initiatives across the country.
What is your personal mantra or statement?
“Always deliver more than expected.” – Larry Page
Can you share your leadership style and its impact on success?
Absolutely! My leadership style is all about combining the best of two worlds: servant leadership and transformational leadership. I firmly believe in leading by example and being there to support my team every step of the way. Creating a culture of empathy, mutual support, and collaboration is at the heart of what I do. One of my top priorities is the growth and well-being of my team members. I make sure they have all the resources they need and provide guidance to help them shine in their roles. The impact of this leadership style on our success has been remarkable. Just by making the development and happiness of my team a top priority, we’ve built a highly motivated and engaged team. And that enthusiasm has a direct impact on the experiences we deliver to our internal and external customers, leading to higher satisfaction levels. In addition to servant leadership, I also embrace transformational leadership. This means I set a clear vision and inspire my team to strive for excellence. We’re always on the lookout for innovative ways to enhance our customer experiences. The result? Consistent improvement and an unwavering commitment to delivering outstanding service. In a nutshell, my leadership style is all about supporting my team, driving a culture of collaboration, and setting the bar high for customer experiences. It’s been a key factor in our success.
What are your thoughts on the state of CX in Ghana?
You know, this question is a bit tricky. There’s a ton of talk about how crucial customer experience is, but most of the chatter tends to focus on the service side of things. Now, don’t get me wrong, service is a big part of it, but customer experience is more than that. It’s a strategic component of any business, and like any critical aspect, it needs some investment. Now, with the rise of organizations like CXP Ghana and various educational institutes, it’s clear that there’s a growing awareness. Many companies want to get on board and show their commitment to delivering top-notch customer experiences. The thing is, it’s not just about wanting to be a part of it; it’s about having a solid strategy in place. What we often see is that companies are quick to cut CX budgets or sometimes not invest in it at all. The end result? Well, they know what they should be doing, but they never quite get around to doing it. It’s like knowing the recipe for a fantastic dish but never actually cooking it. So, in Ghana, we’ve got a journey ahead of us to get customer experience where it needs to be.
How do you determine the success of your CX strategies?
Determining the success of our CX strategies is kind of like solving a puzzle with multiple pieces. We look at a few key things to see if our strategies are hitting the mark. First off, we pay close attention to what our customers are saying. We gather feedback from them and see how happy they are with our services. If they’re giving us gold stars and thumbs up, that’s a great sign. We also keep an eye on important numbers, like customer retention rates, Net Promoter Scores, and Customer Effort Scores. If those numbers are heading in the right direction, we’re on the right track. But it’s not just about customers. Happy employees make a big difference in creating great customer experiences. So, we also check how our team is feeling and if they’re on board with our CX strategies. And, of course, we peek at our financials. If our CX efforts are paying off, we should see a boost in revenue and profits. So, it’s a mix of happy customers, good numbers, content employees, and solid financials that tell us if our CX strategies are working. It’s like putting together a jigsaw puzzle, and when all the pieces fit, we know we’re on the right path. (lol)
How do you keep up with the latest CX trends and technology?
I’m kind of a tech and social media enthusiast, so I naturally turn to platforms like Twitter and LinkedIn. They’re perfect for real-time updates and discussions on CX – it’s like a window into the CX world. And you know what? I even check out TikTok! Those short, snappy videos there often pack a surprising amount of CX wisdom. It’s a bit unconventional, but hey, it works. I’m a big fan of webinars and podcasts, too. They’re like deep dives into CX topics, and I always come away with some actionable insights. Plus, they’re a great way to connect with fellow CX enthusiasts. But that’s not all. I make sure I’m subscribed to CX newsletters and platforms that share the latest trends and insights. That way, I’m getting a steady stream of fresh ideas and innovations in the CX space. So, it’s basically a mix of the old (like twitter or LinkedIn) and the new (hello, TikTok!), along with the more traditional webinars and newsletters. It keeps me well-prepared to tackle the ever-changing world of customer experience.
What is your approach to solving problems in your role and prioritizing tasks and projects?
You know, tackling problems and prioritizing tasks in my role is a bit like putting together a puzzle. It’s all about finding the right pieces to create a clear picture of what needs to be done. First off, I’m a big believer in root cause analysis. It’s like being a detective – you dig deep to uncover the real source of a problem. This helps in fixing issues at their core rather than just slapping on a band-aid solution. When it comes to projects and tasks, I rely on a couple of principles. One of them is Hoshin Kanri, a strategic planning method. It’s like having a roadmap that guides us in the right direction. It ensures that every project aligns with our overall objectives. That way, we’re not just working hard; we’re working smart. And then there’s the priority matrix. It’s like a magic wand for prioritization. We evaluate tasks based on their impact and the effort required. This way, we focus on the high-impact stuff without getting bogged down by low-impact tasks. So, in a nutshell, it’s all about thorough root cause analysis, strategic planning with Hoshin Kanri, and using the priority matrix for effective project management and task prioritization. It’s like having a well-structured toolbox to tackle any challenge that comes my way.
How have you contributed to advancing CX in your current position?
In my current role, I’m all about advancing the CX cause. It’s not just about following the herd; it’s about leading the way in the right direction. First and foremost, I’m a big fan of data-driven decision-making. Think of data as our guiding star. I’ve been a vocal advocate for using customer data and feedback to steer our strategies. This ensures our actions are well-informed and match what our customers genuinely desire. I’m also passionate about fostering a culture of continuous improvement. CX is like a journey, and we’re on a quest to make each step better than the last. This involves regular training and empowering our team to deliver top-notch service. When it comes to staying ahead, I’m all in for embracing the latest technologies and trends. We’re talking about harnessing the power of social media, tech, webinars, and yes, even TikToks to reach and engage our customers in fresh, exciting ways. But it’s not just external factors. Internally, I’ve introduced strategies like Hoshin Kanri and the priority matrix to help us focus on high-impact tasks and projects. This ensures we’re making the most of our efforts. And it doesn’t stop at my current role. I’m dedicated to spreading the CX gospel far and wide. Whether it’s through the CXP Ghana course, mentoring others, or sharing insights on various platforms, I’m on a mission to make sure people truly grasp the incredible impact of CX on any business. In a nutshell, I’m all about driving the CX cause with a data-driven mindset, a thirst for continuous improvement, a knack for staying ahead with technology, and smart project management. It’s about pushing the envelope, leading the charge in CX, and being the change we want to see in the world of customer experience.
Can you highlight any notable achievements in the CX space?
My journey in CX has been marked by significant achievements. During my time at Access Bank, I played a key role in upholding the bank’s outstanding Customer Experience for over five years. This led to the bank being recognized as the best in customer service for two consecutive years in the Ghana Customer Satisfaction Index, and I was honored with the title of Brand Ambassador in 2020 for my unwavering commitment to the brand. As the CX Country Head for UBA Ghana Ltd, I led my team to achieve the prestigious title of the No.1 bank in retail customer experience in 2022, just one year after joining. This reflects my tireless dedication to exceptional customer service. Beyond my professional roles, I’m a certified SME Coach from WACOMP and UNIDO, actively mentoring CX professionals and contributing to the field through blogs, webinars, and interviews. While there’s more to do, these achievements inspire me to keep advancing CX in Ghana and beyond. Thanks to the support of mentors and colleagues who have been instrumental in my journey.
How do you collaborate with other departments to achieve CX goals?
I wholeheartedly believe that effective collaboration is pivotal to CX success. As a CX professional, I’m the first to admit that I can’t know it all. I make an effort to understand how every department influences the customer experience. However, to shape exceptional CX initiatives, it’s essential to bring teams together, discuss ideas, and refine strategies collectively. Our CX team actively encourages input from employees, working closely with different departments to turn those ideas into impactful initiatives. The insights we gain through this collaborative approach have truly been instrumental in our success. Moreover, I’ve learned that being a CX professional means recognizing the need for external insights. Collaborating with CX consultants and experts has revealed aspects we might have overlooked. In essence, effective collaboration, both internally and through external partnerships, is the key to our CX achievements. It broadens our perspective, refines our strategies, and keeps CX at the core of our business.
What steps should one follow to pursue a career similar to yours?
The road to a CX profession can be challenging, so passion is key. It’s important to be sure you have the passion for it. With the wealth of accessible information, you can easily dive into the world of CX. If you’re not sure where to start, connect with a network of CX professionals. By associating with them, you’ll gradually get exposed to the CX landscape, which can fuel your passion. Remember, CX is everywhere in business, from HR (employee experience) to the healthcare sector (patient experience). Just make sure you grasp the essential CX principles and explore the various opportunities within your domain. Passion and continuous learning will be your guiding lights on this journey.
Do you have any advice for aspiring CX professionals?
Aspiring CX professionals, remember that you must “walk the talk.” It’s crucial to embody the principles you preach. Consistency is key because no one will listen to someone who goes against their own beliefs. Excellence and going above and beyond are fundamental in the world of CX. Strive for exceptional service and experiences, as this is what truly sets you apart. On a lighter note, feel free to embrace my personal mantra, inspired by Larry Page’s wisdom: “Always deliver more than expected.” This mindset can be a powerful driving force in your CX journey.
