CX Conversations

Today we’re talking about how one to one marketing is transforming companies. There’s so much interesting dialogue in the market about commerce and care. Marketing and CX, and how that’s all coming together. I came across somebody that has enormous experience in this space of personalization marketing customer experience, and his name is Chuck Moxley. He is currently the Chief Marketing Officer at Blue Triangle and an Advisory Board Member of the Customer Experience (CX) Program at University of California, Irvine.

Why personalized marketing, or 1-1 is so important 3:07
Channels that are becoming more modern 7:37
Consumers now control the value of your product 10:10
Do you have the data? 13:28

“I was having these same conversations going ‘Oh my gosh, they still think of mass media and they still think of it the same way, and they’re using a playbook that’s a decade old.’ They don’t get that the world has changed, so the first step in all of this is a big mindset change. You have to realize the way things were 10 years ago just don’t work. And there’s other factors and other consumer realities, like the fact that the power is shifted. Consumers can now go read a thousand reviews. So it doesn’t matter what you put out there on the TV commercial, they’re gonna read the reviews, and if the reviews are crap and say the product doesn’t work, you’re not gonna make the sales.” 10:51

www.AudienceofOne.website

Today we brought on a special guest, Matt Abrahams, who has quite the background. Currently he’s lecturing at Stanford University in the graduate school of business. In addition, he is a book author of a book called “Speaking Up Without Freaking Out: 50 Techniques for Confident and Compelling Presenting.” He also hosts a podcast called “Think Fast, Talk Smart,” and finally, he is a coach and a consultant, helping many people optimize and strategize around the best ways they can communicate.

His passion for communication 2:20
His book 4:22
Setting the stage for great communication in your business: confidence 8:10
Overcoming nervousness, fake it ‘til you make it 11:18
Getting in the right mindset, or next play mindset 13:15
Dealing with tough or negative communication situations 16:04
The delivery and communicating that you care 17:27
Helping managers and leaders communicate better 19:22

“There are 3 things that I think are most important. 1 is you have to start with confidence. You have to understand the situations that make you nervous and figure out how to manage them. 2nd, you need to think about your content. How do I make my content relevant, specific, and useful for the people that I’m speaking to? So it’s really about honing that content, and 3rd, delivering in a way that really shows warmth, connection, and helps your audience to see that you’re there to collaborate and partner with them. So those are really the 3 foundational principles in all effective communication.” 8:14

nofreakingspeaking.com
www.linkedin.com/in/maabrahams

Today we have the Vice President of Customer Experience at Instapage, Elizabeth Birch. We discuss how you can help your company be more recession proof through customer experience and Elizabeth says you need to ruthlessly prioritize. This involves knowing your audience and prioritizing them without freaking out and being reactionary. Companies struggle to prioritize when they dilute portions of their company, such as their team and message. Be intentional by picking one or two things and putting all efforts and focus into that thing. “In order to know your audience, you have to speak to them.”

Her background and what she’s been doing at Instapage 0:52
Making companies feel more recession proof through customer Experience 3:47
Why companies struggle with prioritizing 6:00
Know your audience 9:08
Tech and efficiency 12:03
Retention and delighting your customer 15:53

“When we’re faced with uncertainty, we all go into this reactionary mode and we don’t have to do that. Let’s keep it simple and the first point really is just prioritize. That involves knowing your audience. If you don’t know your audience, you’re probably in trouble, so keep it simple, but take a look at what your customer segments are, and then prioritize them.” 5:00

https://www.linkedin.com/in/elizabeth-birch-a4806315/

Today we’re going to talk about keys for CX Transformation and we brought on a very special guest, Siri Osthed who is currently the VP of New Customer Experience at Weave. She talks about how to start thinking through the transformative approach to CX starting with your goals and understanding what you want to achieve. You want to create strategies of how you’re going to achieve your goals and maps, and then move on to the technology next.

Where to start in thinking through this transformative approach 3:33
What causes companies to miss the first step 5:05
Onboarding 1,000 customers 7:07
Getting to where you can have the meaningful conversation 9:39
Requirements 14:28
People 17:57

“You have to think about it from the outside in. How is the customer engaging with the people involved in those different departments as well? So you don’t only have the inside process of how you engage with the customer, but you gotta think about how does the customer engages with you? And there you have marketing like emails. What emails do they get from what team, at what point, with what message? Does it all align? 8:55

https://www.linkedin.com/in/siriosthed/

In this episode we brought on Isaac Major who is currently the VP of Customer Solutions at Quantanite. Outsourcing is very useful and an important step in expanding a business beyond certain bounds, but there can be many questions and misconceptions about it and how it works. Isaac says you gotta have someone to manage the relationship with your outsourcing partner/teams, and then from your partner’s side you want to have a business manager as well.

About Quantanite 2:57
Some of the trends they’re seeing in outsourcing 4:00
Staying in control 5:43
Technology they tend to use 7:51
Where does the outsourcing occur? 10:30
Customer retention 13:29
If you’re considering outsourcing 16:44

“In the present, the number one thing your customers care about the most when it comes to your support staff is time. How long do they have to wait to get this resolved?” 9:12

Today we’ve got a fun talk track and we’re gonna be talking about all things design, UX, CX, service design, and to do that we brought on a special guest, Saroni Kundu, who is currently the AVP of Service Design and CX Strategy at Equifax Workforce Solutions. Saroni explains how she is able to get the various teams working together in order to keep everything running smoothly and picking up the slack where certain reps may struggle, even if you have a new or small team that’s just starting out.

What is UX and Service Design? 2:09
Helping companies in Service Design 5:19
Breaking down silos 8:30
Lessons learned 9:39
Starting out as a newer organization 12:49

“Having a team that says ‘Hey I need to talk to these teams and bring them together as stakeholders for this service or product.’ Believe me, they are completely open to collaborate because it’ll make their lives easier.” 7:40

https://www.linkedin.com/in/saronikundu

We have a great guest today named Jason Guidetti who joins us as the Managing Director at Blueprint. We discuss the concept of delivering superior customer experience through this enterprise focus and alignment. Everything in the enterprise plays a part in CX and your company’s strategy needs to take into account every aspect of the company to create the best course of action. When you’re really serious about doing CX and you’re really serious about digital, it requires an upfront investment, which often we can see companies that are hesitant to really invest because you won’t get immediate returns when doing this. You have to invest first, bring everything together and optimize it, and then you’ll start seeing those exponential results.

Where to start and get this concept of great CX through enterprise motion 4:19
Where does CX strategy sit on your corporate strategy? 7:15
Cross functional aligned objectives 8:47
Creative in commerce 10:49

“In today's day and age with the push for digital, and also an evolving demographic consumer that’s evolving, their interests and needs and expectations are changing. They want more, they want more for free, they want to feel like the brand is relevant, like they’re a part of it. There’s just this newly invigorated sense of proximity that customers want from brands and companies that they do business with.” 7:26

We have Saari Gardner joining us today, who is currently the Vice President of Advisory and Managed Services at Walker Information, a company that helps organizations leverage XM capabilities to deliver amazing experiences and achieve differentiation in the marketplace. We talk about navigating the idea of the Age of the Individual, which was a real fun, kind of pre-session that we’ve been going back and forth on.

Her background and role and Walker 0:53
The Age of the Individual 3:24
Organizations are still sitting in the age of the customer 5:58
Navigating values and avoiding offense 11:20
Listening 13:17
Helping CX leaders adjust 17:49

“A Boycott’s really an extreme expression of being a detractor of a brand, and so again thinking about a person’s values. They color everything that they do, all of the decisions that they make and it impacts who they’re gonna spend their money with, and I think in the great resignation we’ve really seen it also dictates who they’re gonna work for.” 6:40

Today we’re going to talk about how exactly a CRM will power omnichannel customer support in the future. Companies that are really achieving success are building an omnichannel customer experience and they’re not doing it empty handed. They’re utilizing the most impactful technology solutions to steer their customer service in support with a CRM capability. I give some advice on what companies can do to make the transition to a more omnichannel support model.

True Omnichannel support 1:03
What is omnichannel support? 3:13
Making the transition 4:57
Remote work 9:16

“True omnichannel support ensures seamless transition and consistent experiences from one channel to the next. I think companies providing effective omnichannel support are collecting and harnessing information gained through each and every action. That’s different than just talking on a couple of different channels.” 1:03

Today I’m talking about 5 examples of proactive support you can follow and I wanted to talk through some of the things of modern support and how it has shifted in recent years. In order to keep customers happy and loyal, companies should think about proactive customer support in order to stay ahead of the needs of customers so that they don’t even have a chance to be dissatisfied. Reactive support deals with people who are already angry or dissatisfied, and it can often be hard to get them back to being a loyal customer/raving fan. Proactive support will nip that issue in the bud and keep them on the right track.

Proactive vs reactive support 1:36
CSAT 4:26
FAQs 5:38
Anticipating resources 7:58
Support statements 9:58

“Customer support is no longer a nice-to-have feature. It is this piece of any business and oftentimes there’s a direct correlation between the success and excellent customer support. Customer expectations are always heightened these days. The faster, more conveniently brands can resolve customer issues, the more satisfied customers are with their experience.” 1:41