Brian Kershon, Director of Customer Service at Zenni: “I see AI as a tool that will enable us to provide more personalised and meaningful support to our customers”

Do you always read the last page of the book before you start reading? No, we don’t either, because that’s just weird. However, for this interview we’re going to recommend you quickly scroll to the end and read the closing remarks of Brian Kershon, Director of Customer Service at Zenni.

There, you’ll find three tips for customer experience professionals (there’s even a bonus one, because it’s always better to exceed expectations!). We won’t give away what they are, but we think they frame the insights that Brian shares throughout this interview.

And we have a selfish reason too. Follow Brian’s suggestions and surely the customer service we all enjoy, from small companies to huge online retailers (such as Zenni), will improve.

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Could you please introduce yourself to our audience? What motivated you to pursue a career in customer experience, and how did you embark on your journey in this field? 

Hello, everyone. I’m Brian Kershon, currently serving as the Director of Customer Service at Zenni. Over the past nearly 15 years, I’ve immersed myself in the dynamic world of customer service, driven by a profound desire to positively impact people’s lives, both customers and those I’ve had the pleasure to manage. 

From early on, I was drawn to a career that would allow me to help others. Customer service, with its core focus on problem-solving and ensuring customer happiness, felt like a natural fit for me.

Throughout my journey in this field, I’ve been fortunate to learn from exemplary leaders who have shaped my approach to leadership. Notably, I had the privilege of working alongside Carla Nichols during the early stages of my career and, more recently, under the guidance of Errol Pinto. Their mentorship has been instrumental in inspiring me to continually strive for excellence and personal growth as a leader in the realm of customer service.

I’m deeply passionate about leveraging my experience and skills to make meaningful contributions to Zenni and its valued customers, as well as our amazing global customer service team.

What are your thoughts on the escalating integration of AI in customer experience and its potential influence on the future of customer service at large?

I firmly believe that the integration of AI into customer experience represents a significant advancement with far-reaching implications for customer service. As a leader in the field, I’ve enthusiastically embraced the potential benefits that AI offers both our customers and our agents. While we are only beginning to scratch the surface of its capabilities, it’s essential for CS leaders to fully embrace this technology.

From my perspective, AI presents an opportunity to empower our teams to better address our customers’ needs. It has the potential to resolve issues efficiently, sometimes even without direct engagement with a live agent. However, I also recognise the intrinsic value of human interaction and aim to ensure that customers always have the option to connect with our team should they prefer it. Even in scenarios where human interaction is preferred, AI will equip our agents to excel even further in their roles.

Ultimately, I see AI as a tool that will enable us to provide more personalised and meaningful support to our customers. By leveraging AI, we can enhance efficiency while still prioritizing the human touch in customer interactions. I believe tapping into AI will allow CS teams to better resolve customer issues, while simultaneously driving overall customer satisfaction and loyalty.

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How do you ready yourself for an AI-driven landscape as a customer experience leader? What new skills do you need? 

In preparation for an AI-driven landscape as a customer experience leader, staying abreast of the rapidly evolving AI sector is paramount. It’s essential for CS leaders to remain well-informed about the latest advancements in this dynamic field. As the landscape becomes increasingly crowded and competitive, discerning the most promising AI solutions amidst the plethora of options will be crucial.

At Zenni, I’m fortunate to have an executive team that champions AI as a transformative tool for enhancing the customer experience. Collaborating closely with key stakeholders, such as our Global GM and CTO David Ting, who possesses a deep passion for AI, allows us to navigate this landscape strategically. By leveraging their expertise and insights, we can make informed decisions and invest in AI initiatives internally and externally with confidence, minimising potential risks. 

Navigating something as new and intricate as AI requires more than just patience and setting realistic expectations. Surrounding yourself with individuals who are deeply immersed in technology, who live and breathe it, is invaluable. They can serve as a valuable sounding board as you navigate through your options and explore this new terrain.

What core values have played a pivotal role in shaping your approach to customer experience?

When it comes to shaping my approach to customer experience, core values such as prioritising the well-being of our team members have been instrumental. I firmly believe that nurturing and supporting our team leads to exceptional customer care. This encompasses providing them with the necessary training, tools, and recognition they deserve.

At the heart of our interactions lies trust – trust within the team and between our team and our customers. I lead with empathy, transparency and a steadfast commitment to integrity. Upholding these values ensures that we consistently do what is right, leading to positive outcomes.

Authenticity is key in customer interactions. Customers can discern when someone is genuinely committed to assisting them. Thus, I am dedicated to fostering an environment where our agents feel empowered to make the best decisions for our customers. This not only results in unparalleled customer experiences but also fosters a positive and fulfilling environment for our agents.

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What major hurdles have you encountered as a customer experience leader, and how did you surmount them?

As a customer experience leader, I’ve encountered significant hurdles in meeting the ever-increasing expectations of our customers. The paramount challenge is instilling in our team the belief that greatness isn’t our limit; our aim is to achieve world-class status. While Zenni is already known as a leader in the online retail eyewear space, having sold over 55 million glasses, my aspiration is for us to excel not just in selling eyewear online, but in delivering unparalleled customer service.

Throughout my career, I’ve consistently aimed for customer service to be the defining factor in why customers choose our brand over competitors. However, pushing ourselves to exceed already high expectations isn’t simple; it demands dedication from every team member and across the organisation.

Securing buy-in from executive leadership to prioritise customer obsession is the crucial first step. This sets the tone across the organisation and empowers our customer service team to provide a world-class experience that fosters unwavering customer loyalty.

What piece of advice would you offer to fellow customer experience professionals that has been particularly beneficial to you personally?

When reflecting on my journey in customer experience, there are several valuable insights that I’ve found particularly beneficial and believe others could benefit from as well. Firstly, prioritise hiring individuals of high integrity who are willing to provide honest feedback. Surrounding yourself with “yes” people only limits your growth potential and ultimately hinders your ability to best serve your customers and your team.

Secondly, cherish the opportunity to work alongside mentors who are invested in your success and from whom you can learn. These individuals are invaluable and are not always easy to find, so seize the chance to absorb their knowledge and guidance whenever it arises.

Lastly, commit to continuous learning and personal growth. Despite the hectic pace of the industry, make time to explore new ideas and refine your skills. Investing in yourself not only benefits your own development but also enhances the quality of service you provide to both your company and your customers.

Here’s a bonus tip: enjoy the journey! Take time to celebrate your successes, learn from your setbacks, and never lose faith in yourself. Customer service can often feel like a thankless task, so it’s essential to regularly acknowledge and appreciate both your team and yourself.