Craig Butler – Don’t Put Out The Fires, Control The Burn
When you work for a 100-year-old company with an internal tag line of “Members First,” you’re bound to find a lot of employees with a passion for serving the customer. That passion isn’t always coordinated across business units, its manifestation isn’t always scalable, & it isn’t always lined up behind company goals — but it’s there — smoldering. So when you bring on a major enterprise initiative about “Improving the Member Experience,” many people light a torch and start running. The result? more than 60 initiatives focused on improving the customer experience. Sharing more questions than answers, Butler offers a view in to the madness of trying to fan all the flames in a productive direction.
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Craig Butler is the VP of the Experience Systems group at AAA of Northern California, Nevada, and Utah. His passion for providing productive experiences for customers, users of web apps and frontline employees of internal systems has driven his building of a team that is unique among “old school” businesses. The Experience Systems group houses the functional areas of eBusiness and Customer Relationship Management and the design teams for online and screen-based User Experience, Interaction Design, and Customer Experience (across multiple channels). Before working at AAA, Craig helped eBay build its first online dispute resolution platform and was also part of Bank of America’s online banking product management team.