Customer experience leadership is not just about gathering insights—it’s about securing genuine organizational buy-in. In this special episode of the Experience Action podcast, our host Jeannie Walters sits down with Sasha Fard, Country Lead for Customer Experience Management at Capital One Canada, to reveal the often-overlooked secret to successful CX implementation.
Speaking from the bustling Medallia Experience 2025 event in Las Vegas, Fard dismantles the common misconception that actionable Voice of Customer data alone drives change. The real challenge? Getting cross-functional leaders to not just review customer feedback but commit to acting on it.
What makes this conversation particularly valuable is Fard’s practical approach to change management. Following ADKAR principles (Awareness, Desire, Knowledge, Ability, Reinforcement), he demonstrates how CX professionals must transform themselves into skilled salespeople for their initiatives. “You need to be a good salesperson too,” Fard advises, “because you’re selling an idea, you’re selling an approach.” This means understanding stakeholder objectives, speaking their language, and showing how CX directly supports their goals—not overwhelming them with metrics and industry jargon.
The most compelling takeaway? Start small, demonstrate value, and scale gradually. By securing incremental commitments rather than demanding wholesale change, CX leaders can build the credibility needed to expand their influence. This approach earned Capital One the Global CXPA Impact Award, recognizing their success in driving tangible business outcomes through customer experience initiatives. Ready to transform how you approach CX leadership?
Sasha Fard, MBA, CCXPFollow Sasha Fard on LinkedIn: linkedin.com/in/sashafard/
Resources Mentioned:
Medallia Experience
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Curious about how Jeannie Walters, CCXP, and the Experience Investigators team can help you Create Fewer Ruined Days for Your Customers™? Let’s talk!
Jeannie is an award-winning customer experience expert, international keynote speaker, and sought-after business coach who is trailblazing the movement from “Reactive Customer Service” to “Proactive Customer and Employee Experience.” More than 500,000 people have learned from her CX courses on LinkedIn Learning, and her insights have been featured in Forbes, The Chicago Tribune, The Wall Street Journal and NPR.
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