From marketing to $200K savings: how Laura Turner transformed CX in 2 years at S&S Activewear

Episode notes

Building a high-impact customer experience function isn’t about surveys and scorecards, it’s about transforming how an entire organization thinks about customers, employees, and measurable business outcomes. In this episode, Laura Turner, Head of Customer Experience at S&S Activewear, unpacks the blueprint for launching and scaling a CX function that drives real financial impact. Laura reflects on her journey from B2C entertainment marketing to operations leadership and ultimately into CX, and explains why credibility, cross-functional visibility, and internal alignment are the foundation of any customer experience transformation. She reveals how establishing the mindset that “everyone is on the CX team” enabled her to unify teams across sales, marketing, fulfillment, support, and product - turning CX from a standalone initiative into a cultural movement. Laura shares why traditional CX metrics like NPS and CSAT only tell part of the story, and how industry-specific KPIs such as on-time delivery, accuracy rates, and return rates ultimately determine customer loyalty and operational health.