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When you think “endowment foundation,” customer experience probably isn’t the first thing that comes to mind. Yet Dr. Liz Okuma, Director of Client Experience at the American Endowment Foundation, is reshaping how donor advised funds deliver trust, responsiveness, and ease… even when nearly all interactions happen without ever seeing a client face to face. This conversation reveals how listening, collaboration, and design thinking translate into real business impact.
5 Insights From the Episode
-DAFs are booming… and CX is becoming a differentiator
-Two customer groups, one experience mission
-Internal listening is gold
-Journey mapping unlocked cross-functional momentum
-Culture changes when employees own CX
CHAPTERS
00:00 What is a donor advised fund… and why CX matters
02:50 Serving donors vs. serving financial advisors
05:30 Looking out the window… not the mirror
07:54 Listening to frontline teams
09:33 Making best in class tangible
11:05 Journey mapping and quick wins
13:24 Cutting a process from 3.5 months to six weeks
15:58 Measuring what matters
17:10 First Class Lounge
21:56 Getting non-client-facing teams invested in CX
24:29 The power of stories and internal visibility
26:53 Cross-functional influence in action
29:33 Where to find Liz
Guest Links
AEF Website: https://www.aef.org/
LinkedIn: https://www.linkedin.com/in/liz-okuma/
Mentioned in the Episode
Bose QuietComfort Headphones https://amzn.to/44e3hCT Affiliate Link
Your Next Steps
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I'm Rick Denton and I believe the best meals are served outside and require a passport.
Disclaimer: This podcast is for informational and entertainment purposes only. The views and opinions expressed are those of the hosts and guests and should not be taken as legal, financial, or professional advice. Always consult with a qualified attorney, financial advisor, or other professional regarding your specific situation. The opinions expressed by guests are solely theirs and do not necessarily represent the views or positions of the host(s).
