CX Insight Magazine

January 2025
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in this issue

Agents of Change: How Emotional Intelligence Training Elevates CXCX Journey Mapping: Unlocking Moments of TruthBRAND SPOTLIGHT: MICHAEL KORSKIA SPOTLIGHT: BelkAI PERSONALIZATION: CUSTOMER EXPERIENCE IN THE DIGITAL AGE Back to Table of Contents

KIA SPOTLIGHT: Belk

Jessica Patel
Senior Director of Customer Experience

Jessica manages the relationships with Belk’s Business Process Outsourcing (BPO) providers and works closely with various teams across the
organization to improve overall customer experience. Since joining Belk in 2020, Jessica has improved the overall customer experience by partnering with cross-functional teams to ensure the voice of the customer is heard. Jessica and her team help keep the customer front and center as the business makes changes online and in stores. Recently, she successfully led a complete BPO transition for Belk that reduced costs and improved overall customer satisfaction scores.

She has extensive experience in various roles and departments, including Operations, Leadership, Quality and Training, Human Resources, and IT. She has a deep understanding of the needs and challenges faced by industry professionals and is passionate about finding innovative solutions to improve customers’ experience. Jessica believes that people work for people and is passionate about leading and developing her team.

I am excited to be a KIA Champion because it allows me to give back to the CX community and help others who may need a sounding board to bounce ideas or navigate opportunities that arise in the CX space.

Experiences That Go Beyond Transactions
By blending personalization, convenience, innovation, and community care, Belk builds meaningful, lasting customer relationships.

Execs In The Know (EITK): A consistent commitment to outstanding service is essential. When creating unforgettable customer experiences, no detail is too small. In what ways does Belk seek to ‘wow’ its customers?

Jessica Patel: Belk is deeply committed to delivering exceptional customer experiences that leave a lasting impression. We prioritize what matters most to our customers by offering a curated selection of Belk-exclusive and national brands they know and love. Our approach centers on meeting customers where they are—whether in-store or online—while ensuring convenience and seamlessness at every step. Services like buy online, pick up in-store (BOPIS), same-day delivery, and hassle-free returns make shopping easy and enjoyable, reflecting our dedication to removing friction from the customer journey.

At Belk, we believe in fostering genuine relationships, both with our customers and within the communities we serve. Our commitment extends beyond the shopping experience to active community engagement, including local initiatives, philanthropy, and sustainability efforts. We strive to make a positive impact in the places where we live and work, building loyalty and trust through shared values.

By blending personalization, convenience, innovation, and community care, Belk consistently seeks to ‘wow’ its customers and create experiences that go beyond transactions to build meaningful, lasting relationships.

EITK: Belk utilizes Medallia for surveys and survey data. How has leveraging this platform influenced your approach to gathering customer insights and driving impactful CX strategies?

Jessica: Medallia has been an invaluable tool for gathering customer insights and shaping our CX strategies at Belk. The platform provides us with real-time customer feedback, enabling us to better understand their needs, expectations, and pain points. Having this direct line of communication has fundamentally influenced how we approach CX. One of the most impactful aspects of Medallia is its ability to centralize and analyze customer feedback across various touchpoints. It allows us to identify trends, uncover root causes of dissatisfaction, and highlight areas where we’re excelling. This data empowers our teams to make data-driven decisions and prioritize initiatives that will have the greatest impact on the customer journey.

For example, we use Medallia’s insights to create action plans at both the strategic and operational levels. Whether it’s refining in-store experiences, improving online shopping functionality, or enhancing our customer care processes, the platform helps us track improvements and measure their effectiveness.

Additionally, Medallia allows us to foster accountability and collaboration. Teams across the organization are aligned on customer-centric goals, as we can seamlessly share
data, successes, and lessons learned. Medallia has also enabled us to celebrate wins by recognizing teams and individuals who deliver outstanding customer experiences, reinforcing our commitment to excellence.

Ultimately, leveraging Medallia has allowed us to be more proactive in addressing customer needs and has helped us transform feedback into meaningful actions that drive loyalty and long-term growth.

EITK: Outsourcing can significantly impact customer experience operations. How do you determine which aspects of CX to manage in-house versus through outsourcing partners?

Jessica: Deciding which aspects of CX to manage in-house versus outsourcing requires a strategic balance between maintaining quality, optimizing costs, and ensuring scalability. A few considerations guide my approach.

Core Competencies and Brand Alignment: Functions closely tied to Belk’s brand identity, customer relationships, or specialized knowledge are typically managed in-house. For example, tasks requiring deep familiarity with our products, services, or customer base are better suited for internal teams to ensure authenticity and consistency in customer interactions.

Scalability and Volume Management: Outsourcing is particularly valuable when managing high-volume or repetitive tasks, especially during seasonal peaks or promotional surges. We can quickly scale operations by leveraging trusted partners without sacrificing service quality. For instance, outsourcing frontline support or administrative tasks allows our internal teams to remain focused on more complex, strategic initiatives.

Expertise and Cost Efficiency: I believe that most customer experience operations can be better managed by outsourcing partners since they bring expertise and advanced technology to the table. This allows us to deliver high-quality service at a lower cost without the need for significant internal investments.

By taking this balanced approach, we maximize outsourcing’s strengths while maintaining control over the aspects that define the Belk brand and customer experience. This strategy provides the flexibility to deliver exceptional service and adapt quickly to evolving customer needs.

EITK: What excites you most about the future of customer experience at Belk?

Jessica: I am most excited about the innovation of advanced technologies, including AI, and how it will help us continue to understand our customers better. Integrating more technology will help us improve the customer experience and allow our teams to focus on what matters: our customers’ experience. I’m also excited to strengthen the bond between Belk and our customers. By honoring our brand’s history while embracing modern trends, we can strengthen loyalty beyond transactions.

Ultimately, what excites me most is that we are not just responding to customer expectations; we are shaping the future of retail experiences, and I’m honored to be part of it.

EITK: How would you describe your leadership style, and how has it evolved throughout your career?

Jessica: My leadership style is rooted in servant leadership. I focus on empowering and supporting my team while fostering a collaborative environment where everyone feels valued and can thrive. I believe that by investing in people and building strong relationships, we achieve better outcomes not only for the team but also for the organization and the customers we serve.

Over the years, my leadership style has evolved as I’ve gained more experience and insight. Early in my career, I focused on mastering operational tasks and meeting immediate goals. As I grew into leadership roles, I realized that true success comes from developing others, creating a vision, and ensuring the team has the resources and guidance it needs to succeed.

My time working in diverse areas like call centers, operations, and cross-functional teams has taught me the importance of adaptability and empathy. I’ve learned to listen more intentionally, address challenges with a solutions-focused mindset, and balance strategic decision-making with a people-first approach.

One of my favorite quotes by Brené Brown resonates deeply with me: “I define a leader as anyone who takes responsibility for finding the potential in people and processes, and who has the courage to develop that potential.” This perspective has been my guide, helping me continuously refine my leadership approach and focus on making a meaningful impact.

EITK: As one of our inaugural KIA Champions, how has being part of the Execs In The Know KIA Community supported your role in leading CX?

Jessica: EITK has helped me stay current with industry trends and provided a network of like-minded individuals with whom I can discuss new ideas, concepts, and solutions to everyday business challenges.

EITK: Why are you excited about this opportunity?

Jessica: I am excited about this opportunity because it allows me to give back to the CX community and help others who may need a sounding board to bounce ideas or navigate opportunities that arise in the CX space.

By honoring our brand’s history while embracing modern trends, we can strengthen loyalty beyond transactions.

EITK: Even the most successful and productive leaders prioritize outside interests and passions. How do you prefer to spend your leisure time?

Jessica: I enjoy traveling, spending time with family, and attending wine tastings. I recently set a goal to see all 50 states before I am 50. Only 13 more to go!

EITK: What advice would you offer to emerging leaders in the CX field who aspire to make a meaningful impact in their organizations?

Jessica: My advice for new leaders in the CX field is to focus on three main principles: networking, adaptability, and continuous learning.

Build Relationships/Network: Building strong relationships across departments is crucial. Collaboration drives success, and working together leads to a cohesive customer experience.

Adaptability: The CX field is always changing, so stay flexible. Whether using new technology or adjusting based on feedback, adaptability keeps you ahead. Embrace new ideas and improve experiences.

Continuous Learning: CX is dynamic, so always be willing to learn. Engage in education and mentoring, and stay updated on trends. Knowledge helps you make better decisions for your organization.

Finally, focus on developing and empowering others. Building strong teams is critical for your own success. Your goal should be for your team to run the business successfully when you are away and feel empowered to make key decisions in your absence!

Thank you to Jessica Patel for her leadership, participation, and insights. To connect with Jessica or participate in the wider conversation, consider joining the Execs In The Know “Know It All” (KIA) Community. The KIA Community is a private, online community designed exclusively for CX Leaders at consumer-facing brands. Come learn, share, network, and engage to innovate.

Want to learn more about the KIA online community? Click here.

Interested in taking part in a future KIA Spotlight feature and sharing your story? Click here.