Spotlight: Joelle Wasserman @ SomethingCX

How did you get into customer experience?

I started my career on the Training team at Yext in 2015, working with SMBs all day long. What’s funny is I used to look at the support team who had to pick up calls, not knowing what was on the other side, and that used to freak me out. But over time, and with every role I’ve had since, I’ve learned just how powerful a great customer experience can be, not only for the customers but for the teams inside the business too. A team that’s genuinely passionate about both the product and its impact on customers is priceless, and people are finally starting to realize this.

What do most people get wrong about customer experience?

They leave it to the end. They focus on marketing, product, sales—all the outward-facing stuff—before thinking about how to best support customers or help them succeed. The truth is, the product you’re building is obviously key, but it’s the customers using it that make it all matter. Their ability to quickly see value, keep coming back, and share it with others is what drives revenue. CX is not just a reactive support line, actually it’s usually not that at all. It’s a proactive growth driver. People often treat it as a cost center or “fix-it” function, missing the point that when done right, support can fuel business growth. It’s about building relationships, gaining insights, and turning customers into advocates.

What advice would you give to someone starting in customer experience?

Be proactive and look beyond the immediate issue. Every interaction is an opportunity to understand deeper needs and pain points. Really listen, communicate clearly, and focus on how you can add value—not just solve the problem at hand. Building trust and rapport goes a long way. Also don’t stop at the thing you are tasked to do, always think about the next right thing, what’s that one other thing you can do to go above and beyond?

What's the most rewarding part of your role in customer experience?

Right now, I love helping multiple companies build the right foundation from the start, each one is so different, but I hear the same concerns from founders of all shapes and sizes: “We know we need to operationalize, but I don’t know where to start.” I really love taking that deep dive into each company’s specific goals and customer needs, then crafting a plan that sets them up for success—not just today, but in the months and years to come.