The Modern Customer Podcast

Millions of customers, thousands of employees, and more than 1,500 stores mean that Petco has a myriad of data and metrics to pull from to track its business growth and success.

The challenge, like many other companies, is knowing which metrics to prioritize and measure.

Chief Customer Officer Darren MacDonald believes that what gets measured gets managed. It's impossible to track and analyze every piece of data, so the company has to be strategic in its CX metrics.

Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future.

At the heart of customer experience is building relationships with our customers.

But the business side also means tracking those relationships and not lying about them. We can't expect to have a healthy and productive relationship with customers, employees, and investors if we aren't honest about what it's like for our customers.

Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future.

Build-A-Bear Workshop is known for its unique and immersive in-store experience. As the name implies, customers get to build their own bear or fuzzy friend from start to finish, even filling it with stuffing, adding a heart, and giving it a name.

That great experience doesn't happen by accident and isn't something the CEO takes for granted.

Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future.

To people in the trenches every day, the impact a positive customer experience has on the bottom line is clear. But proving that business case to executives and other teams is a common challenge for CX teams.

Diane O'Hara, SVP of Customer Advocacy and Insights at CVS Health, represents the consumer at the table of a Fortune 4 company by collecting customer data, analyzing operational data, and working with business units to find the biggest opportunities to deliver a top-tier customer experience.

Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future.

Most customers don't come into the car buying process knowing exactly what they want. In fact, many customers find the experience overwhelming and nerve-wracking.

Easing those fears and delivering a personalized and convenient experience starts with knowing where customers are on their journey.

That's where detailed customer journey mapping comes in to help brands understand the unique needs of their customers and provide relevant, empathetic service. Beth Mach, Chief Consumer Officer at TrueCar Inc., says it's crucial to understand the highs and lows of the entire customer experience.

Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future.

Cybersecurity and fraud have long been a part of the modern online experience. Every time a customer interacts or transacts with a brand online, they share sensitive data that has the potential to fall into the wrong hands.

But the last few years have taken fraud to the next level, meaning that every company needs to prioritize protecting their customers.

Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future.

The customer of the future is here. Is your company ready?

The last few years have caused consumers to re-evaluate their purpose and what they value in life. With new priorities, many customers are changing brands and thinking differently about their relationships with brands.

Customer experience is a decision everyone in your company needs to make every day. When you invest in making your customers' lives easier and better, you set your company up for long-term success and loyalty.

Creating a customer-centric mindset means deciding every day to put customers first. There are four ways to do that, which follow my WAYS framework.

Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future.

If a company wants to be customer-centric and operate in the experience economy, they have to succeed in two areas; psychological and technological. If a company has the right culture, then investing in the technology that empowers employees is a no brainer. But when a founder-CEO who has the vision leaves the company and passes it on to an accountant - that loss of vision can hurt the company. Gary Kelly is arguably to blame for lacking Southwest Airlines' runway vision - and it has culminated in a very public PR nightmare.

Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future.

There's no doubt that the future of retail is digital. And now, Saks is doubling down on that theory by spinning off its digital and e-commerce presence to create a separate entity from its physical stores.

CMO Emily Essner says that the experience for customers hasn't changed, but spinning off the digital arm allows Saks to solidify its investment in the future of digital in an increasingly complex world. The digital-specific business can focus solely on growing an omnichannel experience without other distractions.

Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future.

For years, the streaming wars dominated as more customers cut the cord on cable, new streaming services popped up to challenge Netflix, and an incredible amount of original content was produced. But the days of streaming wars are over.

Customers are overrun by so many streaming services when all they want to do is watch quality shows. Netflix subscribers have flattened in recent years, and Disney+ seems to be the clear winner. In today's experience economy, customers want incredible content. They are looking for escapism, and the company that can provide the right balance of entertainment and value will come out on top.

So, what comes next for streaming?

Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future.