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The Modern Customer Podcast

The Modern Customer Podcast is a show exploring the intersection of customer experience, social customer service and content. We will also dive into related leadership topics. The show is hosted by Forbes contributor and customer experience strategist Blake Morgan and features guests that include practitioners, authors, influencers and other tastemakers.
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Now displaying: 2016
Jun 21, 2016

Today on the Modern Customer Podcast we're joined by David Edelman, global co-leader of McKinsey's Digital and Marketing & Sales Practices, based in Boston. For more than 20 years, Edelman has specialized in helping marketing executives manage the strategy, organization, and infrastructure transformations required to become "digitally adroit" leaders. From creating digital centers of excellence, to developing marketing technology architecture plans, to redesigning entire go-to-market approaches, he has led work that is both strategic and highly tactical.

A frequent contributor to leading publications, and a Top 5 LinkedIn Influencer, Edelman has also spoken or participated in panels at many top CMO and industry gatherings. He also sits on the advisory boards of a couple of small agencies and startups in the social and video markets.

What you will learn in this podcast:

  1. The one challenge sitting on every CMOs' desk today
  2. Why marketing technology has gotten far too complicated and what you can do about it
  3. The one major customer experience challenge facing retailers today
  4. The new consumer decision journey
Jun 13, 2016

General Mills is a 150 year old company. You have definitely heard of their famous cereal brands such as Trix, Cinnamon Toast Crunch and even their new cereal brand Tiny Toast. You surely grew up eating Cheerios, Betty Crocker cakes, Hamburger Helper and Häagen-Dazs ice cream. You might not know that today they also own Annie’s, Epic (amazing jerky), Larabar and Cascadian Farms. They produce and market more than 100 brands in 100 markets and there is one woman at the marketing helm of this enormous operation. Her name is Ann Simonds and she is the Chief Marketing Officer of General Mills. From content to social media to traditional advertising Simonds has a lot of responsibility. But that doesn’t stop her from taking the time to do things such as make frequent trips to the grocery store to watch her customers in action. In this podcast you will learn about how Simonds takes the roof of the house of her customers to get to know what their needs are. 

What you will learn in this podcast: 

  1. A day in the life of the CMO of General Mills
  2. The number one challenge sitting on every marketer’s desk today
  3. General Mills approach to social media and customer engagement
  4. Why General Mills launched the #WeNeedTheBees campaign
  5. The various marketing approaches and customer personas for different brands, for example Annie’s, Larabar, Epic or Cascadian Farms versus Betty Crocker, Cinnamon Toast Crunch and Haagen Dazs
  6. Advice Ann would have given herself at the beginning of her career
Jun 6, 2016

For today's Modern Customer Podcast we are joined by Erin Walline, the new Executive Director of Global Customer Programs for Dell. With a unique background in product engineering and user experience (UX), Erin looks to apply human-centered design philosophies to business strategy and operations across internal organizations, ensuring Dell’s customers have a seamless experience at every touchpoint. 

After receiving her Ph.D. in Engineering from Texas A&M University, Erin started as a user experience engineer with Dell 13 years ago. Members of her team have unique background ranging from cognitive psychology to anthropology and UX design.

In this podcast you will learn: 

 

How to drive customer experiences through company culture
How to use both qualitative and quantitative data to improve your customer experience
How to build a customer journey
How to build influence as a customer experience executive 

May 31, 2016

B2B marketing is not for the faint of heart. Translating technical products and services and turning that into engaging content is not the easiest. Being a marketer in today’s complicated digital environment takes courage, patience and persistence. Being CMO isn’t for everyone—the average length of stay for a CMO is 18 months, not a lot of time to prove your worth. It’s important to turn results around fast and today’s podcast guest Susan Ganeshan knows how to do exactly that. Ganeshan has been CMO of text analytics and customer experience management vendor Clarabridge for two years and contributed to some of the major success they’ve had. Before that she held senior roles at a few different software companies and while there, she mentored four different individuals who all eventually rose to the rank of CMO. Ganeshan believes all tech marketers should be able to give a demo of any product their company is selling including the major components of the technology they’re supporting. Ganeshan believes that marketers fail when they can’t get the right metrics and measurements out of their campaigns. She has success to draw from and lessons learned, and in our podcast we talk about some of the major top of mind issues facing modern marketers today.

In this podcast you will learn:

  • The number one challenge sitting on every marketer’s desk today
  • How to approach a global marketing strategy
  • First steps to building a high level marketing strategy
  • Susan Ganeshan’s one personal business secret

 

Disclosure, Clarabridge has been a client of Blake Morgan’s.

May 23, 2016

There’s never a dull moment at Yahoo! The company is in the news daily with rumors on who will purchase it, what Marissa Mayer is up to, and it’s been like this for years. You can imagine it might affect the employees that work at Yahoo from day to day. However according to Yahoo’s SVP of Global Operations John Devine, this is not the case. With a redefined approach to customer care that is directly impacting the development of Yahoo’s core products. Instead of just being reactive to user problems, this program is designed to channel the feedback, wants and needs of 1B+ users to product teams in a meaningful way that evokes material changes. Today’s guest on The Modern Customer Podcast is leading the effort of enriching the company’s product roadmap through user feedback.


In this podcast you will learn:

 

Who Yahoo’s modern customer is

How the company manages the external noise internally

The ingredients of Yahoo’s company culture

The strategy for Yahoo's VOC program

Marissa Mayer’s management style

 

May 16, 2016

Most of us can't even conceptualize life before digital. In the “old days” people looking for a hotel would drive down the road. If the hotel was all booked up, they would drive on down the road to the next hotel. Enter Hilton, a 96 year old brand that has innovated at every turn. In the 1950s Hilton wanted to make it easier for customers to book rooms and created the world's first central reservations office where customers could book over the phone, telegram or teletype. The office consisted of a team of eight “agents” who would write on a chalk board to book reservations. How times have changed! 

In this week’s modern customer podcast we talk with Mark Weinstein, Senior Vice President and Global Head of Loyalty and Partnerships for Hilton Worldwide. There is much change to the travel industry, and Hilton has had to stay on its toes. The demographic of their travel has shifted with people traveling at younger ages due to increased accessibility—it’s simply much easier to get around than it used to be (see above paragraph around how one would find a hotel in the old days). There are market shifts such as the sharing economy that have altered the hotel industry. Hilton has created numerous programs in conjunction with the sharing economy including a partnership with Uber. It might make your head spin to think about Hilton’s scale, with 13 brands, spanning more than 4,500 hotels across over 100 countries and territories. That said, they are a fantastic case study in thinking about how today’s biggest companies are tackling the complex modern digital landscape.

In this podcast you will learn:

  • Hilton’s customer engagement strategy (including social and mobile)
  • Hilton’s approach to surprise and delight
  • Hilton’s thoughts on Airbnb
May 10, 2016

You might have heard of @Veronica because she has 1.76M followers on Twitter. While she frequently speaks on topics like listening to your customers on social media she rarely uses social to complain herself. The only time was when she hosted the Season 6 Premier of Game of Thrones on Facebook Live and her dress showed up with a hole in it. As a writer, producer, and speaker, Veronica’s primary goal has been to educate both savvy and mainstream audiences about how technology can improve and enhance their lives. A guest on this week’s Modern Customer Podcast she gives golden advice to brands on how to make a fan in a moment of failure.

-Brands that are doing social media right
-Why brands fail at engaging with their customers on social media
-How brands can maintain authenticity on social media with customers

 

May 2, 2016

When it comes to industries where brand advocates play a key role, perhaps no industry does influencer engagement play a bigger role than in sports. Superstar athletes play a key role in driving engagement to the brand—we see it every day especially on social media. TaylorMade-adidas Golf company has seen a sales conversion rate of almost 3.5 times higher than the overall site average thanks to brand advocates. For TaylorMade the order value of customers who engage with advocates is 50% higher than the site average.Today on the Modern Customer Podcast we get advice from Chief Marketing Officer Bob Maggiore of the TaylorMade-adidas Golf Company. Bob oversees brand, product & consumer marketing efforts for TaylorMade Golf, which include advertising, public relations, social media, experiential, design and eCommerce functions. A 20+ year veteran of the golf industry, Maggiore, 46, has overseen nearly every key product launch since 2000. TaylorMade has been the number one driver brand played on the PGA TOUR for 15 years and counting, and its Tour staff includes Dustin Johnson, Jason Day, Justin Rose and Sergio Garcia, all of which are currently ranked in the top 20 of the Official World Golf Ranking.

In this podcast you will learn:

  • TaylorMade-adidas approach to influencer engagement on social media
  • The CMO’s role in developing a customer strategy
  • How a CMO new to the role can get started

 

 

Apr 26, 2016

When Chris McCann President and Chief Executive Officer of 1-800 FLOWERS.COM was sitting in the F8 keynote with Mark Zuckerberg, he had no idea Zuckerberg would be including 1-800 Flowers in the presentation. The reason 1-800 Flowers was everywhere in the press is the announcement of the chatbot release. 1-800 Flowers has always been on the brink of technology innovation. They were the first to allow customers to call them to make an order for delivery in the early 80s. They were the first retail company to have an ecommerce presence on the web in 1992 when they partnered with AOL. Now they are one of the first to take advantage of the Facebook chatbot release. Facebook will now allow businesses to deliver automated customer support, ecommerce guidance, content, and interactive experiences. 1-800 Flowers uses a few different technologies to run its large ecommerce operation that includes brands such as Harry & David and seven more.  

In this podcast you will learn:

Understand the process of launching the Facebook chatbot for 1-800 Flowers.  

How 1-800 Flowers ensures the quality of suggestions delivered by the chatbot

Learn about 1-800 Flowers customer service strategy  

 

Apr 18, 2016

You don’t hear the word simplicity very much when it comes to customer experience. But according to Siegel+Gale CMO Margaret Molloy simplicity is the key to running a strong operation. Molloy is responsible for all marketing, communications, and business development initiatives globally. She is a modern Business-to-Business CMO with 15+ years as a marketing leader, a must-follow marketing minds on Twitter (Forbes). Molloy has led marketing organizations at Siebel Systems—where she was a member of the Siebel Systems CEO’s Circle—and served as vice president of Marketing at Telecom Ireland US (eircom). She has her MBA from Harvard Business School.

In this podcast you will learn:

The one customer experience challenge sitting on every CMOs' desk today

The changing role of PR and advertising as consumer behavior changes

Golden advice for personal brand building

Apr 11, 2016

This is the 2nd post in a two-part series featuring Fidelity thought leaders. Find the first post here.

It seems that every innovation story you hear today comes out of a start-up. Big companies are often described as dinosaurs, slow with trouble pivoting. So what can big companies do to ensure they too make it a habit of creating an environment for disruption? Big companies today would benefit from thinking about what they can do to prepare for a new environment where business changes at ever corner. What can big companies do to make themselves more nimble, better able to pivot and competitive in the marketplace? Evan Gerber, VP of Digital Strategy and Mobile at Fidelity knows a thing or two about disruption. He believes big companies can be just as innovative and disruptive as small companies—they just need the right approach.

An avid technophile and self proclaimed device geek, Gerber is fascinated by the interplay of business, technology, and consumer behavior. Evan's first engagement in the mobile space was over a decade ago, and he has been at the forefront of developing customer experiences across multiple devices ever since.

In this podcast you will learn:

  • Key patterns or trends that disruptors offer
  • The conditions for an organization to disrupt
  • How can brands move faster to be the disruptor, not the disrupted
  • How large brands can leverage their size to cause disruption

 

Mar 29, 2016

Imagine a small rural village in Sweden. It’s nighttime and a new dad drops the only remaining bottle of baby formula on the floor as his hungry son wails. The closest grocery store will take at least 40 minutes round-trip. That was the moment that technology expert Robert Illiason started thinking about alternatives. He realized living in a rural part of the world, where shops close early puts a strain on customers. He came up with the idea for Näraffär (meaning “shop nearby”), the first unmanned grocery store where customers can buy small items such as baby food at any time of night or day. The store is run using a mix of cameras, apps and other technology which he describes as fairly simple to set up. In this podcast you will hear from Illiason, who is an IT consultant specializing in databases and business intelligence, mainly working with automating processes and data flows. He has worked with customers such as Ericsson, TeliaSonera and, mainly, IKEA. He is also a writer and who keeps his finger at the tech pulse for several Swedish IT magazines.

In this podcast you will learn:

The key components of an employee-less store

Surprising insights into customer behavior

Future predictions around retail technology

 

 

Mar 24, 2016

There’s a major challenge today facing every B2B company, and that’s customer engagement. Gallup has recently released a new guide discussing some of environmental factors causing B2B companies to ask themselves about their customer engagement strategy. The guide is based on in-depth interviews with hundreds of thousands of customers and analysis from measuring the engagement of 18 million customers. B2B companies need to work to be just as agile and ready as B2C companies when it comes to how they engage their customers—and how engaged those customers actually are. In this podcast I speak with Ed O’Boyle Gallup’s Global Practice Leader who oversees strategic vision for the company’s worksplace and marketplace practices. Ed brings more than 18 years of marketing and branding experience to Gallup. He previously served in roles in brand management, strategic planning, and innovation at Diageo, Capital One, and Frito-Lay. 

In this podcast you will learn:

 

  1. The biggest risk B2B companies face today
  2. Gain tips on how B2B companies do to improve customer engagement?
  3. How companies are playing defense because they don't know what their customers want
  4. The social media strategies of leading B2B companies
  5. What successful global B2B have that others don’t
Mar 8, 2016

Everywhere we look we see more people and brands raving about Snapchat. But we don't hear much about anyone using Snapchat for customer service yet. However one company has recently generated some attention in Social Media Today for actually responding to customers that need help via Snapchat. The company is called iOgrapher—a company iOgrapher sells cases, lenses, microphones, tripods, and LED lighting to turn almost any iPhone or iPad owner into a traveling video producer. The company’s motto is “Life, Camera, Action.” Founder David Basulto invented the iOgrapher ipad mini case for filmmaking. The company has generated a lot of attention—Steven Spielberg is reportedly a customer.

David is a former teacher and had a successful career producing feature films and television for firms like Icon Entertainment and Lifetime Television. His films have won awards at many film festivals, including the Toronto Film Festival. After seeing the shift to digital, he dove head first into learning as many tools as possible and fell in love with the iPad.

In this podcast you will learn:

The art to doing customer service well on Snapchat.
What big companies can learn from a start-up about killer customer service.
Meeting customer expectations on Snapchat

Mar 4, 2016

This week on the Modern Customer Podcast we talk about all things mobile innovation. Our guest is Christophe Gillet Vice President of Product at Vimeo. In this capacity he leads the product vision for the brand, including oversight and ongoing development for Vimeo’s creator platform tools and overall viewing experience. Under his leadership, the team has introduced new subscription tools for creators selling on Vimeo On Demand, rebuilt Vimeo’s search functionality and made significant updates to Vimeo’s suite of mobile and connected TV apps.

Christophe joined Vimeo in 2014 from Adap.TV, which was acquired by AOL in 2013, where he launched and led product for their programmatic linear video advertising platform. Christophe has also held product positions at Ebay, Vuze, and Ipreo. He holds six patents across media and ecommerce, and was awarded the CES Innovation Award in 2012 for the Fan TV iPad app.

 

In this podcast you will learn:

How the industry needs to rethink native mobile video products

How Vimeo aggressively ramped up its mobile efforts to service both creators and

audiences

How the mobile digital content space is evolving

 

 

Mar 1, 2016

Le Tote is a lot like Netflix—you pay a monthly fee and get unlimited deliveries of clothes and accessories. This company has been growing like crazy. Le Tote shipped 1.7 million products to customers in 2015. They predict they will send out 400 million dollars worth of product in 2016. Revenue grew 600 percent last year. Over 90 percent of their customers are repeat purchasers. Not bad for a company that initially launched with the intention of allowing pregnant women to share clothes!

efore Le Tote the CEO and founder Rakesh Tondon’s wife was going through her second pregnancy and they agreed it would be wonderful if pregnant women could swap clothes with one another. Women generally have to buy tons of larger clothes they only wear for a few months and then toss. Le Tote creates an option for women who would prefer to borrow clothes for this temporary physical change. Rakesh and his cofounder Brett Northart decided to go from a mainstream model offering regular women’s clothes and branch out to a niche model offering both regular clothes and maternity-wear. I had the opportunity interview to Rakesh on The Modern Customer Podcast. You won’t want to miss this one.

In this podcast you will learn:

The Le Tote customer service strategy vision
How to create a winning customer service strategy
Why the subscription model is hot now

Feb 22, 2016

According to Robert Tercek, author of Vaporized: Solid Strategies for Success in a Dematerialized World and former President of Digital Media at the Oprah Winfrey Network “Every aspect of our economy and society is set to be reconfigured by technological forces that only a handful of increasingly powerful companies have mastered.” Tercek reveals the inner workings of the biggest cultural and economic change since the industrial revolution. Tercek is a business futurist and digital media pioneer. In his 22-year career, Tercek has launched startup ventures and served in executive leadership roles at major media companies including Sony and MTV. In this podcast he talks about how goods become information intensive they begin to lose the characteristics of physical products and take on the properties of a service.

In this podcast you will learn: 

  •  How has the connected consumer created the “activated audience” and the “activated consumer”
  • When consumers are always connected, they become a force that commands the attention of marketing execs in every industry. What are the implications for brands that consumers now have the power to shape trends, influence product development and shape prices, access and product design
  • How can brands in retail create innovative experiences including game-like experiences, digital delights and check-ins to engage the customer in the store?
  • What does a “software-defined” society look like?

 

 

Feb 15, 2016

If your food could talk to you what would it say? Would it help you cook? Would it provide some tasty pairing ideas for dinner? Or would it just tell you you’ve got a devilish smile and you’re ready for a night on the town? This is precisely what Absolut, the Vodka company, is currently mulling over in pursuit of a bottle that talks to its customers. Their digital innovation manager Markus Wulff said he believes Absolut will become a more service-oriented company because of the Internet of Things. Absolutely! Many companies will follow suit. I had the chance to interview Markus on a podcast where he talked about what Absolut’s vision is for their products and the internet of things.

In this podcast you will learn: 

-The inspiration for the internet of things program at Absolut
-The landscape of the internet of things; what will those vodka bottles look like in the future?
- Expert predictions around how brands of the future will engage with consumers via the internet of things

 

Feb 9, 2016

What is the purpose of a brand? This is a question I’ve been asking to a handful of thought leaders. Ryan Hanley--the VP of Marketing at TrustedChoice.com, speaker, podcaster and author of the Amazon bestseller, Content Warfare--was someone I discovered through his show on Periscope where he took it upon himself to dissect an article I had written on the purpose of a brand.

 The purpose of business–according to Peter Drucker one of the most popular management gurus of the 20th century–is to create a customer. But what about the purpose of a brand? How does this popular management quote apply to business today?

In this podcast you will learn:

How to create a successful content curation program

How to be a successful content curator

The modern purpose of a brand

 

Feb 1, 2016

When you work in customer service and you’re dealing with an angry customer—it’s likely the last thing you feel like doing is giving them a hug. However this is exactly what author Jay Baer encourages you to do to improve your customer relationships. Baer’s newest book is Hug Your Haters: How To Embrace Complaints and Keep Your Customers.

In the book Baer gives many examples of the various ways customer service has changed in today’s digital environment. Some of the challenges companies face include when "mom says yes and dad says no." When many companies do not have a good grasp of basic customer service is it a surprise that many of them are struggling with social customer service?

Baer says, “We’re creating social media problems for ourselves because we’re not good at legacy customer service. Someone calls and it’s a 30 minute hold, or an email is sent and there’s no response for two days. Then they take it public—taking something that should have been easy to solve.” According to Baer 71% of all social media complaints started on another channel. Brands have enjoyed the privilege of control for 1000 years. In the past it was only phone or email or in-person interactions—since the caveman days. Baer says—because of social media—customer service is a spectator sport now.

What You Will Learn From This Podcast:

  • Why companies don’t hug their haters
  • Where customer service has gone wrong and what you can do to fix yours
  • How to hire and train for social customer service
  • Examples of ways to hug your haters, and the benefits

Jay Baer is the founder of Convince and Convert and the author of Hug Your Haters: How To Embrace Complaints and Keep Your Customers.

For more please subscribe to Blake Morgan's newsletter here.

 

Jan 25, 2016

 

 

Customer centricity is something we all intend to do--it sounds like it means being "into" your customers. You are interested and focused on them right? Well not really. Customer centricity as defined by Dr. Peter Fader of Wharton might be different than what you think. I saw Dr. Fader speak at the 2nd Annual Customer Centricity Conference--there was a debate with the audience around the purpose of a brand. It quickly became clear everyone disagreed about customer centricity especially as it relates to the purpose of a brand.

According to Fader, customer centricity is when the brand identifies the most valuable customers and surrounds them with relevant products and services. The brand creates enough influence with their key customers that these customers see the brand as a trusted advisor. 

Clearly there are differing opinions today about how you treat your customers. Do you take your most financially rewarding customers and spend all of your time creating services, products and loyalty programs for them? Or do you treat all of your customers equally?

In this podcast you will learn:

  • The role of big data in customer centricity
  • The business case for customer centricity
  • Case studies from the gaming community on customer centricity done right 

Dr. Peter Fader is Co-Director of the Wharton Customer Analytics Initiative and taught marketing at Wharton for 29 years. He is the author of the book Customer Centricity: Focus on the Right Customers for Strategic Advantage.


Jan 18, 2016

Peter Drucker's grandson Nova Spivack, CEO of Bottlenose, says that Drucker would have felt today that real influencers are not spending a lot of time on social media. In The Modern Customer Podcast this week we talk to Spivack who is an entrepreneur and investor who at six years old remembers being in line behind Jack Welch for an appointment to spend time with his grandfather, one of the most famous management thinkers of our time Peter Drucker. These memories are vivid for Spivack who today spends time thinking about the big business questions we face today.

Spivack believes his grandfather felt real influence is not visible but built through face to face interaction. From personal branding and influence to building a brand’s influence, we cover it all in this podcast.

There are many challenges Spivack sees for brands that are trying to build influence. He says while people may be brands, brands are not people. While you can "friend" a brand, this is not a bi-directional relationship. Brands have to recognize that they aren't people and the relationships they're building are not like human friendships. Brands need to become memes--virally replicating ideas that spread through cultures. Spivack says brands are more like viruses than they are like people. Spivack's grandfather coined the term the "non-customer." Spivack argues that you still need to understand these non-customers as much as you seek to understand your customer. It's your non-customers that represent your potential for growth. Brands today spend an immense amount of time but not enough time trying to reach their non-customers.

Recently through there have been some debates around the focus on non-customers from a branding perspective versus purely focusing on the valuable top spending customers.

According to Spivack one of the things brands need to do is think of the risk of having only one niche. If we look at evolution the species that have survived—if you can compare this to brands—are the species that were not confined to one ecological niche. They were able to colonize other niches. You can think of demographics and audience segments as niches. 

In this podcast you will learn

  • The best ways to build influence as a brand
  • How you can identify new market opportunities
  • Examples of brands that are generating awareness through killer content

 

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