#814: United Rentals' Alyse Fuller on driving real impact without being overwhelmed by data

The Agile Brand with Greg Kihlström®: Expert Mode Marketing Technology, AI, & CX

The Agile Brand

Business, Marketing

4.9 • 113 Ratings

🗓️ 16 February 2026

⏱️ 21 minutes

🔗️ Recording | iTunes | RSS

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Summary

What if one of your most valuable CX analysts isn't even a person? Agility requires not just collecting data, but closing the gap between insight and action at scale. This means empowering every level of the organization, from the frontline to the C-suite, with the right information at the right time to make smarter, faster decisions. Today, we're going to talk about moving beyond the score. We'll explore how Generative AI is shifting the discipline of customer experience from a reactive, score-chasing exercise to a proactive, problem-solving engine. We’ll get practical about how a very lean team at a massive organization can leverage these tools to drive real business impact, especially when faced with an overwhelming amount of data. We are here in Las Vegas at Medallia Experience 2026 and to help me discuss this topic, I'd like to welcome, Alyse Fuller, Customer Experience Program Manager at United Rentals. About Alyse Fuller Alyse specializes in seeking solutions that elevate the customer journey across every touchpoint. She believes in coordinating insights from customers with ideas from internal teams to drive customer experience (CX) improvements that align with broader organizational goals. By translating real-world experiences into actionable strategies, she contributes to the responsive, efficient, and customer-centric culture at United Rentals. Alyse Fuller on LinkedIn: https://www.linkedin.com/in/alysefuller/ Resources United Rentals: https://www.unitedrentals.com/ Take your personal data back with Incogni! Use code AGILE at the link below and get 60% off an annual plan: https://incogni.com/agile The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/ Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/ Drive your customers to new horizons at the premier retail event of the year for Retail and Brand marketers. Learn more at CRMC 2026, June 1-3. https://www.thecrmc.com/ Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://advertalize.com/r/faaed112fc9887f3 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

Transcript

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0:00.0	The Agile Brand
0:02.3	Welcome to Season 8 of the Agile Brand podcast.
0:10.1	This season we're going all in on expert mode
0:12.7	MARTEC, AI, and customer experience,
0:15.7	talking with the people and platforms behind the brands you know and love.
0:19.4	I'm Greg Kilstrom, your host, and I help Fortune 1000 companies make sense of
0:23.8	Martec, AI, and marketing ops.
0:26.6	Hit subscribe or follow to make sure you always get the latest episodes and leave us a rating
0:30.8	so others can find us as well.
0:32.8	And make sure you check out our sponsor, Tech Systems, an industry leader in full-stack
0:36.8	technology services, talent services, and real leader in full-stack technology services,
0:38.4	talent services, and real-world application. For more information, go to teK-systems.com. Now let's dive in.
0:49.3	What if one of your most valuable CX analysts isn't even a person. Agility requires not just collecting
0:55.1	data, but closing the gap between insight and action at scale. This means empowering every
1:00.0	level of the organization from the front line to the C-suite with the right information at the right
1:04.6	time to make smarter, faster decisions. Today we're going to talk about moving beyond the score.
1:10.0	We'll explore how generative AI is shifting the discipline of customer experience from a reactive score-chasing exercise to a proactive problem-solving engine.
1:18.8	We're going to get practical about how a very lean team at a massive organization can leverage these tools to drive real business impact,
1:25.7	especially when faced with an overwhelming amount of data. We're here in Las Vegas at Medallia Experience 2026. And to help me discuss this topic, I'd like to welcome Elise Fuller, customer experience program manager at United Rentals. Elise, welcome to the show. Thank you very much. Happy to be here. Yeah, looking forward to talking about this with you. Before we dive in, though, why don't you give a little background on yourself and your role at United Rentals?
1:47.0	Sure. So I am our customer experience program manager working with United Rentals. I've been there. I think this is my 19th year now. So prior to this, I was in our contact center environment. And then we decided to make our CX efforts a little more formal and get a proper CX program in place.
2:06.4	And that was eight or nine years ago now. So it's been a journey developing it over time.
2:12.6	Definitely. And for those that are not as familiar with what United Rentals does, can you give us a little
	...

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