Q&A with Jason Jacobson
Jason Jacobson, director of consumer insights at Woodside Homes, is speaking in not one but two of the many sessions offered at the Quirk’s Event New York in July 2022. Before the event, he took the time to answer a few of our questions about his upcoming sessions.
Keep reading to hear from Jacobson about his better relationship and CX program sessions and what he does to prepare for a speaking event.
What do you do to prepare before speaking?
There are several steps I take to prepare for speaking. First, I run through my presentation over and over again until there is a very clear story in my head. That means I am confident how the presentation will start, there are clear transitions between points and slides and a strong ending. I write out two to three points per slide that I want to cover. I don’t rehearse the specifics per se as I am more conversational and during my daily runs, I work through the major points. Second, I consider the audience, who is attending and how they want to consume information. I try to meld my style and content to that audience (i.e., more technical, client-side, vendor-side, mix, etc.). I think of one to two questions I will ask the audience up front to get them engaged right away.
Finally, on the day of the presentation, I do a few run throughs on my computer and then “turn my brain off.” I try to get into a good mental space where I bring a high level of energy and enthusiasm.
What would be the one thing you would want an attendee to take away from your session “Both sides now?”
The importance of having empathy and understanding of the challenges each side goes through; that will lead to better relationships.
What would be the one thing you would want an attendee to take away from your session “Implementing a CX program: The good, the bad and the ugly?”
CX is not a plug-and-play solution like many providers out there sell it. It is a major undertaking and investment that will only succeed if an organization is ready to commit an incredible amount of time and resources.
Why do you think it is important to bridge the gap between the consulting side and the insight side of insights and research?
Our industry must deliver actionable insights, guidance and support to end stakeholders to prove our ROI. Each side must be in sync and have a much stronger relationship for success. There is too much of a "black box" on either side, especially if one has only worked on one side, and those barriers need to be removed so insights as a function can be a valued part of an organization.
Why do you want to share Woodside Home’s process and challenges in implementing a CX program with attendees?
Most of the materials around implementation of a CX program make it seem like it is easy! They paint a rosy picture of just selecting a vendor and turning it on. However, this is a very challenging – and at times painful – process and talking about the roadblocks to bringing a program to life will help CX leaders go into this with eyes wide open, so they are better prepared to tackle the issues.