From Opera Singer to CX Superstar: Lessons on Building a Customer Experience Program from Switching Industries

Excited to announce we are back with another spectacular edition of The Hark Report to (literally) sing our praises for Voice of the Customer with this week’s guest: Aniesha Jones, the Senior Director of Customer Insights and Experience at Cumulus Coffee! Coffee + Singing + CX… could there be a better combo?

Aniesha discusses how her background in opera singing and marketing led her to the world of CX, how her knowledge of segmentation marketing helps her in her role today, and how she believes you can balance creativity with the data driven decisions that come with a role in customer insights!

Here’s Aniesha to introduce the topic of this newsletter!:

Table of Contents

• Aniesha's background in opera and journey into CX

• Balancing creativity with data

• Challenges faced when switching industries

• How segmentation marketing plays a role in CX

• How CX changes by industry: coffee vs beauty

• Advice for someone diving into CX for the first time

• Aniesha's dream CX world

  • CX Tip of the Week 💡

Emily Rosato (Hark): Tell us a little bit about your background and journey into CX & the transition from studying opera, to your career now.

Aniesha Jones (Cumulus Coffee): I studied music at Adelphi University and NYU and had the incredible opportunity to travel Europe as an opera singer for two years. However, when I returned to New York, I realized I wanted to explore a new direction. I was presented with an opportunity to build and scale the CX and insights function at Rent the Runway (RTR), in the early days. It was a leap, but it shaped my career in ways I hadn’t imagined. I pledged to be a sponge and learn from everyone I could while taking courses in insights and analytics. This combination of creativity from opera and a data-driven approach from RTR has been the foundation of my journey into CX.

Emily: How do you balance creativity with data-driven decisions in CX, especially coming from a background that wasn’t traditionally focused on analytics and insights?

Aniesha: Oh, it’s definitely a balancing act! Coming from opera, I’ve always leaned into creativity and storytelling—it’s what makes the customer journey come alive! But you can’t just make decisions based on a gut feeling. I quickly learned that creativity needs to be backed up by solid data. At the end of the day, it’s about making sure those big ideas land and resonate with customers, and data helps me refine them. So, I let the data steer the ship while the creativity keeps the journey exciting!

Emily: What unexpected skills from your opera days do you now use daily in your CX role at Cumulus Coffee?

Aniesha: Believe it or not—performance! In opera, you learn the art of storytelling and the importance of emotional connection.  Every touchpoint with the customer is a chance to tell a story and evoke a feeling, whether it’s trust, excitement, or loyalty. Additionally, opera requires a great deal of discipline and adaptability—things can change quickly in live performance, just like in CX, where you have to adjust strategies in real-time based on customer feedback. Listening is also key, not just in music but in understanding customers’ needs and how to respond effectively.

Emily: What were some of the challenges you faced when switching industries, especially moving into CX from a non-traditional background?

Aniesha: The biggest challenge was building credibility in a field where my background wasn’t the norm. Coming from the arts, I had to prove that my skills in communication, empathy, and storytelling were just as relevant in CX. I also had to get up to speed quickly on the technical side—analytics, insights, and systems. That’s why I committed to learning as much as I could by taking courses in insights and analytics. I learned to turn challenges into growth opportunities and leaned on mentors and colleagues to build my expertise.

Emily: What’s one skill you picked up while studying marketing that you never thought would be useful in CX, but totally is?

Aniesha: Segmentation marketing-I didn’t expect it to be such a core part of CX strategy. Understanding how to break down audiences based on behavior, preferences, and demographics has been essential in personalizing the customer experience. Whether it’s through email marketing or customer service interactions, having a clear understanding of your segments allows you to tailor communication and service, making customers feel like they’re getting a personalized, premium experience.

Emily: How did your experience at Diane Von Furstenberg as Senior eCommerce Manager of CX shape your understanding of customer experience management?

Aniesha: At DVF, I was tasked with developing a global CX strategy for the U.S. and London (and believe me, those two customer bases couldn’t be more different!). I quickly learned the importance of staying agile while keeping the customer at the heart of every decision. This experience reinforced the critical role of cross-functional collaboration, from marketing to product to creative, in ensuring that every touchpoint felt seamless, personal, and, most importantly, unforgettable!

Emily: What was the moment when you felt like you had truly found your footing in CX, despite your non-traditional background?

Aniesha: The moment I really felt like I found my footing in CX was when I was working for Diane von Furstenberg. I inherited a team that was already providing world-class service, but there were no KPIs in place to track or quantify the amazing work they were doing. That was a turning point for me. I had the opportunity to lead the team in a new direction! We embraced a sales-through-service approach, focusing on building genuine community and collaborating closely with the creative and marketing teams to develop individualized follow-up strategies that were not only compelling but also personal. It was the first time I saw how CX could directly impact the bottom line while staying true to delivering exceptional customer experiences—and that’s when I knew I was on the right path.

Emily: How do you think CX changes from the beauty industry to the world of cold coffee? 💃 ☕️

Aniesha: Both industries are highly sensory, but they engage customers in different ways. In beauty, there’s a lot of focus on personalization and education, helping customers understand what products are right for them. In coffee, particularly with Cumulus, it’s about delivering a premium experience that’s simple yet impactful. The key difference is that coffee customers expect more of a daily ritual, so the focus is on making every interaction feel individualized, seamless and enjoyable. Both industries, however, require a commitment to quality and customer trust, which is something I always emphasize.

Emily:  If you could give one piece of advice to someone switching industries and diving into the CX world for the first time, what would it be?

Aniesha: Be a sponge and dare to be different. 🧽 Absorb knowledge from everyone—whether it’s your customers, your colleagues, or industry experts. Take the time to truly understand both the business and the people you're serving, and never hesitate to ask questions. Data is important, but your empathy and gut instincts are just as powerful. Not everything can be quantified—especially the way someone makes you feel—and that's where the magic of CX comes in. It’s all about understanding human behavior and showing empathy, so your ability to listen and adapt is absolutely key. And don’t forget to weave your unique background into your work—whether that’s creativity, technical skills, or something completely unexpected. That’s what will truly set you apart and make your approach to CX unforgettable.

Emily: My last question is a fun one that I ask every CX leader… In your dream CX world, with no constraints, what is one thing you wish you had to make CX better?

Aniesha: In my dream CX world, CX wouldn’t just be seen as a cost center—it would be the heart of the business! ❤️ So many brands talk about how customer experience is their focus, but they don’t always treat it with the respect or investment it deserves. CX is where the magic happens—it’s where insights, loyalty, revenue, and advocacy are born! I’d love to see CX teams empowered with more resources and treated as the strategic powerhouse they are. When CX thrives, the entire business flourishes!

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CX Tip of the Week 💡

Be a sponge and keep those creative juices flowing! 🧠🧽

Absorb knowledge from everyone, your customers, leadership, thought leaders, colleagues, and more! Don’t let your creativity be tampered by your role, it is just as important as data when it comes to CX. Data is important, but your empathy and gut instincts are just as powerful. Not everything can be quantified—especially the way someone makes you feel—and that's where the magic of CX comes in ✨

That’s all for today! See you next time, and thanks for chatting Aniesha! 😊