Navigating the Customer Experience

Zachary Harding is the President of The Phoenix Group and Chairman of Hyperion Equity, a private investment firm focused on raising capital, investing in and growing businesses through strategic partnerships, government linkages and marketing campaigns. Over the years, he’s developed a solid reputation in investing, senior management and strategic marketing. He’s has often been dubbed a “rainmaker” and marketing guru based on several ultra-successful brand campaigns in turnaround situations. He is a frequent public speaker who presents on many topics such as breakthrough thinking, emotional intelligence, customer service and marketing strategy.

Zachary says he approaches new things with the view of changing it and making it better.

“I’ve been fortunate enough to have experiences that were transformational”

He believes that there definitely is a correlation between marketing and customer service. Companies are trying to sell as many products to customers, as often as possible, for the highest price.

“The only way you can really achieve (these things) is by delivering a good experience to the customer”

Zachary recommends CEOs and senior managers try “being the customer” by visiting their own retail locations.

“Emersion of the leaders in the actual experience will give them an opportunity to evaluate and to improve (the customer experience)”

Customer service isn’t static, and it’s always changing. He gives the example of live systems being used at banks where you don’t have to go through multiple menus, but instead speak your instructions.

“You have to also be adjusting for that awareness of the consumers’ time and what their experiences are”

He believes that businesses have to look at customer experience in the context of comparison in relation to other experiences. Companies shouldn’t just look at their direct competition when doing this.

Two ways that companies can collect information on their customers’ experiences is to do research on the Internet, and to collect their own data.

Zachary notes that with the emergence of social media, we have become what he calls a “Snapchat Generation.”

“Social media has caused us to be a very impatient society; it has given you the ability to fast-track through experiences.”

Corporations have to use social media differently than traditional media, and he recommends people read the book “The End of Marketing as We Know It” by Sergio Zyman.

“No one will know what the next thing will be. It’s changing all the time.”

To stay motivated, Zachary takes on exciting challenges.

“Every day, I just try to enjoy whatever it is that I’m doing”

The most useful resources that he uses daily are Google and YouTube.

His most impactful book is “Purple Cow” by Seth Godin.

“You always have to be doing something to grab people’s attention. As great as you were yesterday, today people will absolutely forget about you.”

To motivate employees, he recommends that you have to be motivated yourself. The easiest way to do this is to do something that you’re passionate about. If what you’re doing isn’t your passion, you can make it more enjoyable by giving yourself small challenges.

He’s been working on getting in the best shape of his life, by age 50 (Zachary is now 41 years old).

The quote, or mantra, that he lives by Maya Angelou:

“People forget the things that you say and the things that you do, but they’ll never forget the way that you made them feel”

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Ellie Parvin is obsessed with the way people communicate and the various factors and environments that can alter the perception of information and meanings delivered and received between those communicating. Her passion for communication has lead her to launch EllieParvin.com, which helps small businesses, organizations, entrepreneurs and individuals learn how practicing and cultivating communication skills and techniques can improve their lives and bottom lines.

Ellie had her first experience with customer service when she worked in her mother’s psychology practice. She says that customer service became personal for her from that young age.

“Something that starts very early on, it kind of becomes your signature on how you are with every job, or everything you do after that”

She believes that customer service has changed globally over the past couple of decades, as companies are moving towards being more service-oriented.

“Customer service, at its core, is truly building and maintaining relationships through the way businesses and their staff communicate”

As much as customer service is about the customers, Ellie shares that it’s as much about the employees who work for a company. She says that employers need to look at the people they are hiring have heart, critical thinking abilities and want to implement the company mission.

It’s important that employees are nice to others, quick, thorough and they follow through on what they say they are going to do.

“They just need to care about people”

Ellie adds that it’s critical a company empowers their employees to make decisions and not have to go through multiple levels of management when dealing with a potential conflict.

In the case of an issue or conflict with a customer, employees should tell the person what they are going to do, research a solution and tell them that they’ll get back to them within 24 hours. At the very least, employees should contact the customer to provide a status update on the situation.

“Really it is about doing what you say you’re going to do”

She also believes companies should have a Frequently Asked Questions (FAQ) page on their website, and visual resources such as YouTube videos can also be helpful in assisting customers.

Social media has significantly changed the face of customer service, as research shows that about 85% of customers have contacted a company via social media about their products or services.

“When customers actually feel (like) part of the business and connect with the people there, they feel like they’re invested”

While it’s important to have a social media presence, Ellie feels that companies should only focus on one to three platforms. For her, it’s Instagram and Facebook.

“As a small business owner, it’s vital for me to communicate with the people who are my customers”

The book that has had the most impact to Ellie is “Raving Fans” by Ken Blanchard and Sheldon Bowles.

She feels that the customer isn’t always right. Words are powerful, and she has chosen to create her own “platinum rule” that says, “The customer is the customer.”

“It has nothing to do with whether they’re right or wrong. They’re the customer and our job is to service the customer.”

To stay motivated, Ellie has created a morning ritual and set of habits that gets her day off on the right foot. This includes stretching, yoga and listening to podcasts.

She’s always been a proponent of learning by teaching.

“It’s always a wonderful feeling when you feel that connection with someone”

If a team isn’t motivated, she advises employers to be patient and focus on a small group of customers to service.

“You want to give your energy to your best customers, which will attract more of them”

The one thing she’s most excited about is continuing to do the work to grow and learn. To do so, she’s started Chalene Johnson’s “Marketing Impact Academy 2.0.” Ellie will be launching the book she wrote in the near future.

The one quote that Ellie lives by is “Customer service is building and maintaining relationships.”

INTERVIEW LINKS:

Website (visit for a free PDF & list of Ellie’s Power Words!)

Thank you for listening to the Navigating the Customer Experience podcast! Yanique Grant will be joined each week by global entrepreneurs, taking listeners on a journey to discover what customers really want. In this introductory episode, you will hear:

•  What topics and trends will be discussed?
•  Who is this podcast for?
•  What impact can a positive customer experience have on a business?
•  Which employees in an organization are responsible for customer service?
•  What are the 6 dimensions of wellness?

 …and so much more!

 If you’ve enjoyed this episode, and the first group of amazing guests to appear on the show, we would be so happy if you would leave a review on iTunes. You can also visit us at www.NavigatingTheCustomerExperience.com or on Twitter!