This season on "Decoded," presented by BigCommerce, we'll delve into the intricate processes behind successful brands. Discover how they conceptualize and debut new products, set their objectives, make pivotal decisions, and foster seamless collaboration across their teams to breathe life into a new product.

Ever wondered how customer service evolved from merely addressing post-purchase issues to shaping the broader, more influential customer experience? How has this shift transformed our interactions and relationships with customers? And how is customer experience becoming more proactive rather than just reactive? Dive in to uncover these insights and more. Tune in now!

“You can’t spell retail without AI.”

• {00:08:42} - “Ultimately we want those shops who we heavily rely on to sell our bikes to have that same passion, that same understanding about our bikes. And also to know, this is why the price point is where it's at too. They need to understand that.” - Matt
• {00:16:03} - “All these different manufacturers were rushing to get this e-bike out on the market because they wanted to capture that right off the bat. We took five years to develop that e-bike. Five years, 25 custom molds. And then we also created six different prototypes or mules, what we call them, in order to ride them, test them, try to blow them up, and see what we can do with them. And then ultimately we started racing them to see how they work and perform on the racetrack.” - Matt
• {00:22:06} - “How do we get people to buy something in the midst of replacing a product? That's what the AI-driven solution is for SaaS in your customer experience team. But it's not going to make your support team fanatical about the product.” - Phillip
• {00:26:01} - “The website is the gateway, whether it be chats, whether it be calls, whether it be emails. As recently as when I started 8 to 10 years ago at Industry West, we were still taking faxes, and so it is multichannel, but it all starts and ends with the website.” - Ian
• {00:32:28} - “Marketing is not any longer where you're just figuring out who your target demographic is and how you're going to communicate to them and then which media you're going to use. Marketing now is every single touchpoint that the consumer has. All of that needs to live under the marketing function.” - Ingrid
• {00:42:00} - “Customer experience directly is probably not involved until we are in the prototyping stage. But I say that because everything we prototype is built with the customer service team in mind.” - Kabeer
• {00:49:42} - “Maybe the age of AI does help you create this media with the team you already have and the insights you already have into your relationship with your customer.” - Phillip

Associated Links:

• Learn more about Matt Hicks and Yeti Cycles
• Learn more about Ian Leslie and Industry West
• Learn more about Ingrid Milman Cordy and Nestle Health Science
• Learn more about Kabeer Chopra and Burrow
• Grab your copy of The Multiplayer Brand here
• Have you checked out our YouTube channel yet?
• Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world
• Listen to our other episodes of Future Commerce

Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!