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HDI Service & Support World
April 25-29, 2027
Caesars PalaceLas Vegas, NV
10 Customer Service Tips I Learned During the World Cup

We did it! We survived FIFA in Dallas! This summer, I provided technical support for first responders and others during FIFA’s World Cup events. Based out of Dallas, we saw months of planning, learning new processes and procedures, installing new devices and learning new software. Think about this: every member of our team had an impact on a world class event!

Whether we were ensuring that credit card machines worked, printers printed or drones flew, for about 90 very focused days, every ticket mattered. In customer service, whether you realize it or not, your work always matters. What a great feeling to know how our work made a difference. But more important, our World Cup experience made an impact on us.

In the summer of 2026, people from around the world came together to remind us just how good it is here. Working in Technical Support alongside people who provide extreme Customer Support was equally stressful and rewarding. But we were prepared and we delivered.

The World Cup isn’t remembered because someone kicked a ball. It’s remembered because thousands of people, most of whom you’ll never see on television, worked together to create an experience worth remembering. Similarly, our customers may never know our names. But they’ll remember how we made them feel when they needed help. That’s our championship.

Here are my top 10 takeaways for creating an amazing experience:

  1. Every person influences the experience. How cool that the entire world focused on us and reminded us how cool we are! The fans who attended likely won’t remember the individuals. But they will remember how we made them feel.
  2. Championships are won long before game day. For the athletes, this represents a lifetime of hard work. For the fans, it’s a once in a lifetime experience. For the technical support staff, it’s the well-practiced skills combined with the willingness to help.
  3. Everyone eventually wears the same jersey. Sure, we are all on our individual teams. But at the end of the day, we are One Team focused on one prize. In this case, it was the World Cup. We experienced thousands of volunteers providing service to the World Cup. They may never touch a ball, but they made a difference by showing up.
  4. Great leaders (coaches, referees, managers) remove friction. Success sometimes looks boring. But not to the people who were on the receiving end of our support.
  5. Standards create freedom. Every stadium looked different. Every team wore different colors. But they all followed the same rules. Standards (in our case, SOPs or KBs) set the foundation. And that sets us up to solve bigger problems.
  6. Talent matters. But Teamwork matters more.
  7. The fan (in our case, the customer) is the mission. The goals count, but in reality, the fans are committing their time and money because of their experience.
  8. Pressure is relieved by preparation. Our setups were flawless because we have done it before. Our response to a P2 was invaluable and relied upon because our relationships are solid. We know our stuff and we practice it daily. When it was time for a world class event, our job was simple: execute.
  9. Leadership is not a title. Every member of our team is called on as an expert, as someone reliable, as prepared. The World Cup volunteers had never done this, either. Their training focused on service, accessibility, safety and communication. Sound familiar?
  10. Don’t stop. If something didn’t work, the World Cup staff could not wait until after the event to fix it. They review, adjust and fix at the moment. It almost sounds like they have studied ITIL. Or Agile. Or KCS. The concept of “Start where you are” resonated during the World Cup support.

In the end, FIFA reminded us that world-class customer service is not defined by a single moment, a single call or a single ticket. It is built on preparation, teamwork, standards, leadership and the daily choice to show up ready to serve.

We are often in the background and unseen. But our impact is there. It is in every smooth connection, every resolved ticket and the moments where an end user doesn’t know where to turn, so they kick the ball to us. As we celebrate National Customer Week, we plan to carry the championship mindset forward. It’s not just for the big events, it’s for every interaction, every day.

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Bridging the Gap: 5 Tips for Cross-Functional Collaboration That Enables AI Transformation

Ask ten executives who owns AI at their company, and you’ll get ten different answers. IT says it’s not their call. Legal gets blamed for slowing everything down. HR figures it’s someone else’s department. Meanwhile, teams are buying tools nobody signed off on, duplicating work and hoping it all sorts itself out. Sound familiar?

Lisa Duerre spent the last year studying why that happens. As part of an applied research project for her leadership consulting collective, RLD Group, she studied where AI adoption breaks down inside organizations, and where it works. The findings from RLD Group’s research helped inform a collaboration on the CONVERSATIONS WORTH HAVING®: The Human Accelerator for Artificial Intelligence Quick Start Guide, which is available as a digital download.

Duerre views organizations through what she calls an I–WE–US leadership framework, defined like this:

  • I: individual judgment and accountability

  • WE: workflows and cross-functional coordination

  • US: governance, decision rights and organizational measures

“All three levels are contributing to the breakdown or the alignment, whether people realize it or not,” Duerre says. “AI is amplifying whatever’s already true in your system. The teams that were disconnected before AI showed up are more disconnected now. The ones that talked to each other are moving faster, together.”

If your company is ready to collaborate better with AI tools, Duerre shared the following tips. Take a look.

Form a cross-functional AI committee

Duerre’s background is in HR, and she says most HR leaders assume AI ownership belongs to IT. It doesn’t, at least not exclusively.

“Ownership needs to sit at the system level,” Duerre says. “Each function carries a piece of it, based on what they do, how well they understand that part of the business and how their work depends on everyone else’s. AI is flattening how we work. You can’t just keep it in your own business unit anymore. You have to look all around you.”

For starters, she suggests building a cross-functional AI committee instead of having one department make all the AI decisions. Legal, IT, cybersecurity and HR should be on the committee, Duerre says.

“If you have a C in front of your title, you should be on that committee,” Duerre says. “That’s how I look at it, because it’s a system-level solution.”

During these meetings, Duerre says you’ll find out that some departments are racing ahead with AI and others are holding back.

“Both sides need to name the trade-offs aloud,” Duerre says. “With teams moving too cautiously, you have to talk about the opportunity cost of falling behind. With teams sprinting ahead, you have to ask them what happens if they don’t bring everyone else along with them.”

Figure out how to use AI strategically

Most companies spent the past two years telling employees to use AI with anything, without much strategy behind it. Duerre says that’s starting to catch up with organizations as finance teams scrutinize the cost.

Her rule of thumb: if you can’t articulate the goal and how you’ll measure success, don’t roll it out yet.

“Teams that use AI well have a strategy behind it,” Duerre says. “They’ve kicked the tires on what they’re trying to solve it for. You need to ask yourself, ‘Which business outcome are we trying to improve, and what must be aligned for AI to create measurable value?’”

Here are a few examples of how to use AI strategically:

  • A company could select a workflow that regularly creates delays, redesign it with AI and test the new approach. Then, measure whether it improves time, cost, quality or capacity.

  • Use AI to support early sales outreach and qualification across markets and languages. AI can help a business reach and assess more potential opportunities, while people remain responsible for understanding the customer and building trust.

  • Flag patterns in customer complaints across multiple channels with AI, so leadership can see recurring problems before it shows up in satisfaction scores.

Check-in regularly during an AI rollout

Duerre recommends a minimum weekly check-in during any AI rollout, sometimes daily depending on complexity. But the format matters more than the frequency. Status updates don’t cut it.

“Ask, ‘What are we learning and what are we surprised by?’ That’s a question that helps you with your check-ins, versus, ‘It’s in three products now and we’ve tested six,’” Duerre says. “That doesn't help, because you’re having these meetings to figure out what’s working and why. If you ask more strategic questions, you can move even faster.”

Publish AI guardrails

Employees who don’t know what’s allowed with AI will either freeze or go around the system entirely, Duerre says. She recommends publishing clear, specific guardrails on what’s okay and what’s not. Come up with some real examples, and pair them with an intake process that doesn’t require writing a thesis to get an approval for using it.

"The approval path should be lightweight, not bureaucratic,” Duerre says. “Something like, ‘If you’re going to use AI, here’s the path. And if it needs approval, here’s three or four quick questions for you to answer.’”

Take employee anxiety about AI seriously

“AI is just a tool” is a phrase Duerre hears at nearly every conference she attends, but she doesn’t buy it.

“Saying it’s a tool is underselling what’s happening at companies right now,” Duerre says. “AI is changing how we work. It’s changing how we lead teams.”

Duerre wants leaders to remember that a lot of employees are fearful of AI. Pew Research Center found 52% of U.S. workers are worried about the future impact of AI in the workplace.

Employees who feel AI is being “done to them,” instead of built alongside them are especially anxious, she says.

“Leaders need to recognize that anxiety is contagious,” Duerre says. “As a leader, this is your opportunity to show up as the safe, steady person who is showing what you’re learning with AI. And don’t be afraid to show how you’ve failed using AI, too.”

Duerre asks every executive she works with: “Who am I with AI?” and encourages them to pass this mindset question along to their employees, too.

“AI is now your teammate,” Duerre says. “Phrasing it as, ‘who am I with AI?’ is different than, ‘what’s going to happen to me with AI?’ You really want your team to feel empowered with AI and show them how it can help accelerate their career.”

Put these ideas into action

Rewiring your organization for AI requires more than the right tools. It takes shared language, practical frameworks, and a willingness to keep learning. Here are a few resources to help you take the next step.

  • Enterprise AI Playbook: Practical frameworks and executive discussion questions to help IT, HR, and business leaders align around AI that delivers measurable value.

  • Work-First AI Use Case Assessment: Identify the workflows where AI can have the greatest impact before you invest in new tools.

  • The REWIRED Brief: Get weekly insights, real-world case studies, and practical advice on leading AI transformation.

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