Today we’re talking with André Morys, the CEO and founder of konversionsKRAFT, one of Europe’s most successful (and award-winning) Conversion Rate Optimization agencies.

André is a great embodiment of what a people-first leader looks like, not only when it comes to his clients but also his team.

As we’ll hear from André, putting his team first has led to greater productivity, better customer service, and more revenue in the long run.

And he really walks the talk. In fact, in this conversation, André shares with us about the time he fired his single biggest client that was bringing in over €750,000 a year because they were becoming too much of a headache for his on his team.

And it paid off. Not only did they make that money back, André’s team ended up surpassing their revenue expectations for that year and continued to do so.

We also get practical and talk about how he merges big data with personal, qualitative insights to deliver results for his clients.

So get ready for a great episode on the importance of focusing on employee happiness and the impact it can have.

Topics Discussed in This Episode:

• [00:01:25] How André got into CRO (conversion rate optimization)
• [00:02:18] How long konversionsKRAFT has been around
• [00:02:50] How André’s founding of his company interfered with his studies
• [00:04:08] The team-first philosophy that André uses at work
• [00:06:16] What led André to prioritize the happiness of employees, even over that of clients
• [00:08:07] What André did at his company to increase employee happiness
• [00:10:09] Why André fired one of his company’s biggest clients because of the effect that client was having on his team
• [00:14:40] What allowed André to confidently make the hard decision to fire a client and lose a lot of revenue
• [00:17:08] Whether firing a client allowed André’s team to perform better and bring in more revenue in the long run
• [00:21:15] How André applies a people-first approach to CRO
• [00:23:24] What happens when clients focus on data and forget about people
• [00:26:41] How many customer service reps André's team spoke with to get the results they needed
• [00:28:11] What happens in André’s 2-day workshop
• [00:29:36] How André knows when he’s hit an emotional driver
• [00:30:50] What information André needs to develop a persona
• [00:32:50] The importance of qualitative data
• [00:34:28] What else André’s team did to validate the customer personas they created
• [00:35:29] How to go from creating personas to creating messaging to appeal to those personas
• [00:38:35] The emotional drivers for a specific persona created by André’s team
• [00:42:36] The connection between personas and personality types
• [00:45:32] How André’s company discovers which kind of customers make the most money for their clients
• [00:47:01] How André would convince people that a people-first approach is the sustainable and successful way to go
• [00:50:29] A resource that André recommends