Ashley Rothrock Of Ammunition On How to Get C-Suite Buy-In for CX Improvements

Know Your Audience: Understand who the optimization is for and gather detailed information to understand the target audience.

Customer experience improvement initiatives are notoriously difficult to quantify. But for many businesses, unquantifiable factors end up taking a back seat in strategy and budget-planning meetings. We’d like to learn how you’ve addressed this challenge.

As a part of this series, we had the pleasure of interviewing Ashley Rothrock.

Ashley Rothrock, Creative Director at Ammunition in Atlanta, is a visionary designer who believes in design’s storytelling power. She leads visual design at Ammunition, pushing design boundaries for brand growth. Ashley holds a Bachelor of Arts in Advertising from the University of Georgia with a Minor in Studio Art & Design.

Thank you so much for doing this with us! Before we dive in, our readers would love to “get to know you” a bit better. Can you share your personal backstory with us?

I’ve had a passion for creativity since I can remember. What began as a love of art evolved into a keen interest in digital design during high school, where I taught myself graphic design. During my time at the University of Georgia, I formally honed my graphic design skills, with a clear goal in mind: pursuing a career in advertising while nurturing my design abilities. To prepare, I minored in studio art, which continues to play a vital role in my daily work. Early on, I gained hands-on experience through internships at marketing firms and contributed to design projects for the UGA football team, exposing me to diverse industries and design approaches. After graduation, I ventured to San Francisco, the nation’s tech hub, eager to immerse myself in the startup world. Wearing multiple hats, I worked with SaaS clients on branding, project management, and website design, including distinguished brands like Google and Robinhood. A few years later, I returned to Atlanta and found my professional home at Ammunition, where I immediately connected with the work and the team. Since joining this dynamic agency, I’ve applied the knowledge, tools, and industry insights from my diverse experiences to contribute to the team’s overall success.

None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful for who helped get you to where you are? Can you share a story about that?

One individual who stands out is my former manager, Mario Ortiz. He’s been an incredible mentor to me, and I’m pleased that we’ve stayed connected over the years. Our connection grew stronger as I worked under his mentorship, and throughout that period, I acquired a wealth of knowledge. Mario shared invaluable lessons, guiding me in the art of storytelling, emphasizing the importance of precision in design, highlighting the power of creative thinking, and instilling confidence in my work. Collaborating under his leadership, we introduced Figma, a leading collaborative design tool, to our team. This experience not only enriched our client and the operations of the agency team but also paved the way for my successful implementation of the software at Ammunition in the following years.

Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?

“Life is too important to be taken seriously.” — Oscar Wilde

I’m working on getting better at this every day. This quote reminds me to relax, not worry about little things, and focus on finding joy and positivity in life. It’s okay to make mistakes — just learn from them. It also reminds me that having a sense of humor and not taking things too seriously can lead to a happier and more fulfilling life.

Can you share with us three strengths, skills, or characteristics that helped you to reach this place in your career? How can others actively build these areas within themselves?

Three pivotal factors that have propelled my career include:

• Confidence in Presentation and Communication: Overcoming the initial concern about others’ opinions has enabled me to confidently present and articulate ideas. This journey takes time, but it is a fundamental aspect of achieving success.
• Keen Attention to Detail: My ability to meticulously examine any subject matter and identify even the most minuscule details has been instrumental in my professional growth.
• Rapid Tool Assimilation: I possess a knack for swiftly mastering new tools, whether they pertain to project management or frontend development and beyond. I can readily dive into new technologies, often learning independently and adapting as needed.

In the advertising industry, developing essential skills like effective storytelling, attention to detail, and adapting to new tools quickly is crucial. To enhance storytelling, professionals should grasp fundamental principles, draw inspiration from diverse media, and continually practice speaking, writing, and seeking feedback. To sharpen attention to detail, professionals should create checklists, develop strong design processes, set deadlines, and use project management tools to ensure no small elements are missed. Staying updated on industry trends and learning from colleagues also helps. Finally, becoming proficient in project development and tool adoption requires ongoing learning through online courses, fearless experimentation, networking, and seeking mentorship. In this ever-evolving field, maintaining a growth mindset and a willingness to adapt are the keys to success.

Which skills are you still trying to grow now?

I’m currently working to improve my ability to take creative risks and generate unique, audience-tailored ideas. For me, this means pushing creative boundaries while ensuring our concepts remain interesting and relevant to our target audience.

I also strive to get better at storytelling, though I understand that it’s an ongoing process.

Additionally, I’m looking to improve my strategic thinking skills, especially in understanding how design can play a significant role in broader business goals, like brand development, user experience, and product success, among other aspects.

As a CX Leader in the SaaS industry, what’s been your experience gaining executive buy-in for CX improvement projects? Piece of cake or pulling teeth?

Based on my extensive experience collaborating with various SaaS companies and leading efforts to improve user experiences, be it through creative or strategic means, I’ve discovered that the success of these endeavors depends on the C-suite dynamics and some of the unique factors involved.

For instance, in my previous role at an agency serving clients highly focused on data security, introducing new tools frequently posed significant challenges. The stakeholders and decision-makers were risk-averse, which led to many roadblocks. On the other hand, when dealing with smaller agencies, plus being armed with insights from pitching to larger, more complex organizations, the process was smoother. Having faced the reservations of risk-averse agencies, I was better prepared to address their concerns and guide them through the implementation process, explaining the value of these tools.

Making such transformative changes requires a determined effort. It might involve extra work to secure these deals, sometimes feeling like a tough task. However, the ultimate reward is smoother operations and the potential for increased profitability, making it a cause worth championing despite the temporary discomfort in the pitching process and the training and beginning stages of implementation.

Do you agree with the following statement? “It’s often challenging to quantify or measure the impact of customer experience improvements.” Please discuss why you do or don’t agree, citing examples where possible.

In the past year, Ammunition had two design directors attempt to introduce Figma, a leading collaborative design tool, to the C-Suite. The first attempt failed because it seemed expensive and unnecessary. However, when I pitched the software, I focused on its value and return on investment (ROI). Despite higher costs and training time, I highlighted how Figma could improve team efficiency, encourage cross-functional collaboration, and support recruiting, all backed by data-driven insights.

Measuring the impact of customer experience improvements can be challenging, but having established KPIs is crucial for accountability. As a results-driven agency, we, at Ammunition, include these metrics in our creative briefs from the project’s start, as it’s essential for measuring the impact when introducing new software or CX-enhancement processes. This practice adds value to both client and internal projects.

For instance, our adoption of Figma at Ammunition has bolstered team productivity. Ammunition made a strategic investment in Figma, leading to remarkable improvements such as a 60% increase in design productivity, acceleration in project delivery, a boost in collaborative efforts, and enhanced developer productivity. These advancements have translated into outstanding project success.

In your experience, over the past 5–10 years, has it become easier or more difficult to gain C-Suite buy-in for CX improvement initiatives?

Securing C-Suite approval for CX improvement initiatives has become more accessible due to my past context and experience, primarily because I leverage my prior knowledge when delivering new presentations, and preemptively addressing concerns, roadblocks, objections, and inquiries.

However, as we look ahead, it’s evident that Figma, for example, won’t mark the conclusion of software pitches and implementations. The introduction of AI technology suggests that getting approval from the C-Suite could be more difficult, as many companies are hesitant to take risks because they are not familiar with it. When it comes to new AI tools, there’s a lack of testing and previous examples, unlike Figma, which has a proven track record. As technology progresses, we’ll eventually encounter situations where these tools haven’t been introduced before.

Although securing C-Suite buy-in can be challenging, our ultimate goal is to remain at the forefront of technological innovation and prioritize the customer. Therefore, any challenges we face are worth it to improve efficiency and serve our valued customers better.

Are most of your big CX improvements proactive or reactive? Do you find it’s easier to build a case and gain buy-in to solve an existing CX pain-point, as opposed to improving the experience when no clear problems exist?

Although I’ve often worked on CX improvements in response to issues, my goal is to be more proactive. I want to identify pain points in our agency processes and meet clients’ needs before they become problems. However, when I introduced Figma to Ammunition, it wasn’t necessarily because of existing issues. It was driven by my recognition of its inherent value and a desire to boost our overall efficiency.

How confident are you in the accuracy of the feedback you receive from customers? Is it mostly negative or well balanced? How do you ensure you’re not missing out on potentially important and valuable feedback? What role does that feedback play in pitching CX improvement ideas to the rest of your team or company?

I am confident in the accuracy of the feedback we gather from our customers, as my experience has always been positive and helpful, and we receive it through detailed client metrics and reports. However, most of the feedback has been conveyed verbally within the agency, particularly in response to the introduction of tools like Figma, which has received overwhelmingly positive reviews. With situations like this, while we might not capture all the sentiments, it appears that the team is enthusiastic about the collaboration tools we’ve implemented across departments.

With that said, for future projects, I recognize the importance of collecting regular feedback and making necessary improvements. To achieve this, I intend to initiate a structured survey to systematically gather data on the sentiments and experiences of our users.

Can you please share your “5 Ways to Get C-Suite Buy-In for CX Improvements”?

1. Check the Competition: Research industry standards and compare where your company currently stands.
2. Know Your Audience: Understand who the optimization is for and gather detailed information to understand the target audience.
3. Tell a Compelling Story: Craft a clear narrative that highlights how the optimization benefits the people it serves, sharing real-life experiences, and identifying pain points for tailored solutions.
4. Plan for the Future: Describe the long-term vision and make sure it aligns with the company’s goals, and priorities of the C-suite.
5. Be Ready for Challenges: Identify potential problems and come up with solutions in advance to be well-prepared.

You are a person of great influence. If you could inspire a movement that would bring the most amount of good for the greatest number of people, what would that be? You never know what your idea can trigger.

I would love to inspire a movement centered around empathetic leadership, particularly in the creative industry. Creating a culture of open-mindedness, acceptance, and understanding is vital, enabling individuals to bring their best selves to work every day.

We are very blessed that some very prominent names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world or in the US with whom you would love to have a private breakfast or lunch, and why? He or she might just see this if we tag them.

I would love to meet Taylor Swift. She’s not only a talented entertainer but also an astute businesswoman. As the oldest in my family, I’ve always seen her as a big sister figure. Taylor Swift is an inspiration to many, especially young women, with her confidence, strength, and ability to be outspoken on important issues. Her authenticity, even in the face of adversity, is admirable. Watching her grow in self-confidence and openly share her vulnerabilities is something I aspire to, particularly as a woman in a leadership role.

Thank you for these fantastic insights. We greatly appreciate the time you spent on this.