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CX17 Leaders: Claudio Dattolo

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Claudio Dattolo, CX Class of 2017

"I want to better understand a method – a way of operating – to apply to circumstances which can improve people’s lives."

 

What attracted you to MKTG 6800: Customer Experience Design?

After having taken several more “traditional” courses, I was looking for something fresh, out of the ordinary. Customer Experience Design has a great reputation and this is one of the cases where a course lives up to its good and well-earned name. Interesting talks, up to date: not so many courses can give you as much as #CX17.

The approach of this course is what makes it successful: every topic discussed is deeply embedded in our everyday life and challenges you to think about solutions rather than learning notions by heart.

I really feel as if all of the themes that are tackled encompass a non-traditional way of thinking, which is a skill I will apply every day in the real world. 

What’s the biggest design challenge you want to tackle this fall?

Enhanced customer experiences can make people’s lives easier and smoother. Despite what others may think, marketers also have the power to do something for the communities and enhance living standards. Think about the continuous improvement that companies like Google, Uber, Airbnb put in place, starting from a consumer’s perspective. Can anyone deny that – when getting back home late night in the city (let’s not mention political and social issues for a moment) – Uber is an extremely useful tool?

Understanding customers, even anticipating their needs and reshaping environments: this is what I see myself doing in 5 years. What I want to focus on is not a specific challenge: I want to better understand a method – a way of operating – to apply to circumstances which can improve people’s lives.

Customer experiences in a certain industry are negative and consumers cannot reach their goals smoothly and effectively? These are the problems I want to solve.

People are not ready yet to accept a new revolutionary product or platform? These are the environments I want to work in.

What are you looking for in a future employer?

There are several interesting industries and opportunities out there. Therefore, there is no narrow path I have my sights set on; what should be there for sure is excitement, like most of the things I find interesting in life. A few other important points for me are: someone to challenge me, listen and give healthy opposition, with interest in personal and entity growth and eagerness to embrace forward thinking.

I’d like to find employers who are open to adapt to the ever-changing world. Using less traditional instruments, along with more flexibility and application of new tools: this is where I could express myself at the highest level.

Being digital as a company is an unavoidable step – but so is being open to listen and gather information from anywhere if you want to thrive. 

Connect with Claudio on LinkedIn

Learn more about MKTG 6800: Customer Experience Design

Customer Experience Design is offered at the Schulich School of Business - York University.

CX17 Leaders: Suran Ravi

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Suran Ravi, CX Class of 2017

"This is marketing the way it should be: innovative, proactive, and disruptive."

What attracted you to MKTG 6800: Customer Experience Design?

When deciding to pursue an MBA I was determined in picking a school and program that would prepare me for the marketing world of tomorrow. Prior to applying to Schulich, I attended Professor Marcus Giesler’s session during the “Experience Schulich” Event. After this initial experience, I knew Schulich was the place for me, but more importantly I knew I HAD to take Customer Experience Design. I was introduced to the “Juila” framework during this brief session, and I will leave it there, not to spoil it for future students. CED promises students the opportunity to change their way of thinking, and I can whole-heartedly say, I am a better marketer today than I was six weeks ago. Traditional marketing courses will teach you how to react to the market, Customer Experience Design teaches you how to drive the market. This is not your grandmother’s marketing course. This is marketing the way it should be: innovative, proactive, and disruptive. 

What’s the biggest design challenge you want to tackle this fall?

I have always been interested in the Film industry. I consider myself a film aficionado and view the movie going experience to be one that is near and dear to me. It provides us with escapism and entertainment. With products such as Netflix, Amazon Prime Video, Apple TV, and Disney’s soon to be released platform, there are more ways than ever for consumers to enjoy a film. Exhibitors in North America will have a challenging time getting customers into their theatres going forward. Industry experts believe that the cinema as we know it today, will no longer be relevant in 20 years. However, I believe if exhibitors can address the concerns of customers and the marketplace, they may prove to be more relevant in 2027 then they are in 2017. My time in Customer Experience Design will be spent exploring what exhibitors can do to not just react to the market, but drive it. 

What are you looking for in a future employer?

I would like to be apart of an organization where words like “innovating” and “forward thinking” are not buzz words used in hiring materials, but are actions practiced in every decision the organization commits to. This does not mean every product or endeavour will be a market disruptor, but it is important for me to be apart of a culture where our next success is not measured against the competition, but measured against our own capabilities and competencies. I am interested in creating new market needs and wants. If this sounds like your organization, let’s talk! 

 

CX17 Leaders: Brooke Allen

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Brooke Allen, CX Class of 2017

"Without a comprehensive understanding of the customer experience how could I truly do my job well?"

What attracted you to MKTG 6800: Customer Experience Design?

My reason for taking the class is threefold: 1. it compliments my educational and professional background, 2. general interest, and 3. the professor teaching the class. Reason number one: My background is Communication Design—how to effectively communicate to one’s audience, whether in print, online, or in a three-dimensional form. I have over 15 years of experience in the field but I have not specifically studied the design of the customer experience. While my communication design expertise is an essential component of Customer Experience Design, it is not the only component. I want a holistic understanding of the entire methodology because it will provide me with the proficiency I require to advance my marketing career and provide customers with the best possible experience, where ever I may be working after graduation. I would like to work for a sports apparel company or in the outdoor sports industry as I am a huge fan of the outdoors, which is about actively being engaged with the environment around you. Without a comprehensive understanding of the customer experience how could I truly do my job well? Reason number two: I love learning (this is my second masters) and I love design. Reason number three: you cannot be an MBA student without knowing who Markus Giesler is and if you don’t know who he is then you need to Google him to understand why MTKG 6800: Customer Experience Design is one of the most popular class at the Schulich School of Business. 

What’s the biggest design challenge you want to tackle this fall?

I am an avid traveler and thus would love to tackle the challenge of making air travel a better experience for the customer. It doesn’t matter what airline I travel on—I am continuously filled with dread and anxiety at the thought of having to deal with lineups at airport security (and I have a Nexus card). After you get through security, it only gets worse from there knowing you then have to suffer thought sitting on an airplane for hours where unless you can afford to sit in business class, the experience can be insufferable at times. The Air Transat incident where passengers were stranded on the tarmac for 6 hour was an extreme case but unfortunately situations like that happen a lot. While airport navigation has been addressed in some airports—Vancouver’s YVR, Terminal 2, The Queen’s Terminal at London’s Heathrow, Charles du Galle in Paris, Atlanta’s Hartsfield-Jackson International Airport, The Frankfurt Airport, and Schipol in Amsterdam (to name a few), have excellent navigational signage but this is just one component of the customer experience when travelling by air. Just because the industry is an oligarchy and has a captive audience does not mean the passenger experience should be overlooked.

What are you looking for in a future employer?

I am looking for an employer who values creating a strong organizational culture, provides a stimulating work environment, and invests in their employees, allowing them to learn and grow with the company.

 

CX17 Leaders: Kelly Saltzman

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Kelly Saltzman, CX Class of 2017

"How can I be a market driver in the health and wellness industry?"

What attracted you to MKTG 6800: Customer Experience Design?

Two things, the course and the prof. First off, 2 words: Markus Giesler. I listened to Markus present on one of my first days at Schulich. I was so engaged during this presentation that I knew any course he taught is a course I will take. When I found out that his course was Customer Experience Design, I knew getting into the course was going to be a challenge… and the #struggle was real (those who have tried to get into this course know this to be true). Students who previously took this course told me each lecture is like an interactive TED talk – so far, so true. Second point of attraction is the course itself. We are learning a method of marketing that is ahead of the curve. The majority of companies today are marketing using traditional methods: determine a problem and deliver a solution. But BAM: Customer Experience Design tells us to question our current methods. What if we have a solution and create the demand? Tell me you’re not intrigued!! Being an MBA student we are taught how to be a strong leader in today’s worlds; Customer Experience Design is challenging me to be a strong leader in tomorrow’s world.

What’s the biggest design challenge you want to tackle this fall?

I am particularly interested in the health and wellness industry. From my perspective, it seems that we are moving to extremes…in all aspects of life: is there a middle ground in politics? Religion? Education? NO! It seems people are either all in, or all out. I don’t think we are quite at that point with views on health, but likely, we are moving in that direction. Are you a clean eater who meal preps? Or do you devour an entire pizza on the reg? As a manager at a gym and a fitness aficionado, I hear a lot of excuses as to why someone doesn’t lift weights, do cardio or why they can’t meal prep. How can I be a market driver in the health and wellness industry? What’s the next Uber for Clean Eating?

What are you looking for in a future employer?

I am looking to be part of a company that is forward thinking and excited about its direction. Every product at every company can’t be exciting. However, the environment can be always engaging. If we are solving a problem for our community, whether it’s a big problem or small, I want to be proud of the solution we are providing. Continually look for newer and better ways to solve that problem; Or newer and fresher ways to reach your consumer. An employer with that attitude and who wants to be a market driver is one I want to roll with!  

 

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