Barbie Fink | South Africa

Barbie Fink | South Africa

Title: Director CX, recently retired

Company: Adobe

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Customer Degrees of Separation: Inspiring Employees to Champion the Value of CX


Regardless of the role employees have within a company, every employee has the opportunity to make a positive difference in the experience of their customers. However, sometimes employees who are not customer-facing have a harder time understanding their impact. 


In this session, attendees will hear a case study of an exercise that was used to anchor a world-wide legal team at a large company around a broader purpose and help them understand their connection to customers and the impact they could have. Attendees will also have a chance to go through an abbreviated Customer Degrees of Separation exercise and will be provided with the materials and tools needed to conduct this exercise and inspire deeper thought within their own company.

About the Speaker

Barbie Fink worked at Adobe for over 26 years with teams and leaders across the company to champion customer experience innovation and advocacy on a cross-functional basis. 

She was an agent for change, focused on creating and delivering innovative experiences for customers of many of Adobe’s leading products and solutions, including Adobe Creative Cloud. 
Barbie believes that everyone, regardless of their role, can make a positive difference for customers, and she is most inspired when she witnesses the human transformation that occurs when people begin to see that for themselves. 

She is a relentless advocate for great end-to-end experiences across the customer lifecycle. During her tenure with Adobe, Barbie was a leader in the creation and implementation of a company-wide customer “top issues” process with a set of related best practices, including root cause analysis, issue triage and prioritization, customer storyboarding, experiential improvement strategies and measurement.   

She also developed and introduced customer experience reviews to the company, allowing a broader set of teams to better anticipate customer needs based on product, audience, or location, and established a new best practice for multiple teams to leverage as part of their go-to-market processes. Barbie is an engaging storyteller, using customer stories together with measurable data and analysis, to raise visibility around the issues customers face – creating urgency and inspiring meaningful change in the way leaders and teams incorporate customer experience in their planning and execution.

With over two and a half decades of direct customer engagement and learning, Barbie applied her passion for the customer experience in many areas of Adobe’s customer-focused operations, including Customer Care, Technical Support, Operations, Knowledge Management & Self-Help, and Online Experience. 

Barbie is a Certified Customer Experience Professional (CCXP) and currently serves as Treasurer on the Board of Directors for the Customer Experience Professionals Association (CXPA). She has a Green Belt in Lean Six Sigma, a LUMA certificate as a practitioner of human centered design and is a Net Promoter Certified Associate. 

Barbie has presented and conducted workshops at a number of Customer Experience conferences, including the CXPA Insight Exchange and the Next Gen Customer Experience Conference. Whenever she presents, she makes a point of sharing tangible tools that participants can take away and use in their own business. Barbie received a BA in Psychology from the University of Maryland.

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