Info

The Modern Customer Podcast

Go behind the scenes with customer experience leader Blake Morgan to explore the secrets of the world’s most customer-centric companies. Blake is one of the world’s top keynote speakers, authority on customer experience and the bestselling author of “The Customer Of The Future” The Modern Customer reaches thousands of people each week conveying a message of how we make people feel - in business and in life - matters. Her weekly show explores how businesses can make customers’ lives easier and better, featuring experts that provide simple, tangible advice you can immediately apply at your own organization. Today’s customers have the luxury of choice. The answer is simple; choose customer experience and customers will choose you. Learn how to put a stake in the ground on customer experience by tuning into The Modern Customer Podcast each week with Blake Morgan.
RSS Feed
The Modern Customer Podcast
2022
June
May
April
March
February
January


2021
December
November
October
September
August
July
June
May
April
March
February
January


2020
December
November
October
September
August
July
June
May
April
March
February
January


2019
November
October
September
August
July
June
May
April
March
February
January


2018
November
October
September
August
July
June
May
April
March
February
January


2017
December
November
October
September
August
July
June
May
April
March
February
January


2016
December
November
October
September
August
July
June
May
April
March
February
January


2015
December
November
October
September
August


Categories

All Episodes
Archives
Categories
Now displaying: April, 2022
Apr 26, 2022

Customer experience isn’t just about serving today’s customers—it’s about creating a culture and environment that can benefit future generations. 

That’s especially true when it comes to conversation efforts.  

Creating a better world for future customers and growing generations means believing in something better and that the world can grow and change. 

Creating Programs Now to Benefit the Future 

Lisa Diekmann, President & CEO of Yellowstone Forever, is a strong believer in conservation efforts that benefit future generations. She says providing a great experience is all about honoring the history of the past while looking toward future trends and creating a place everyone can enjoy for years to come. After all, nature is the great equalizer—if we protect it. 

Like national parks and natural wonders around the world, Yellowstone saw a huge increase in visitors over the past two years. The park and its non-profit partners responded with a wide variety of programs and experiences for all types of people, from glamping and family-oriented trips to backwoods camping. But Diekmann points out that although every visitor can have their own unique experience at the park, they are all tied together by the need to conserve Yellowstone for future visitors.

Investing in Future Generations 

To celebrate its 150th anniversary, Yellowstone National Park recently began selling Inheritance Passes. The $1,500 donation secures guests an annual pass for 2022 and a pass to use in the year 2172. The goal is to improve the park now and give the pass to future generations to use in another 150 years. The campaign shows the impact current park guests and customers can have on the future. Although they won’t be around to see the park in 150 years, they can still contribute now to make sure it’s around.  

As the world’s first national park, Diekmann says Yellowstone is an example of conservation to organizations worldwide. The park and Yellowstone Forever feel responsible for rallying guests around improving the environment, even through small changes. Current conservation projects include installing low-flow faucets, replacing old light bulbs with energy-efficient models and establishing EV charging stations. On their own, these changes may seem relatively simple, but they can yield major future results. 

Conservation matters for every business, not just those tied to nature. Making small changes and rallying customers to invest in the future can create a better world for those to come.

________

Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future. For regular updates on customer experience, sign up for her weekly newsletter here

Apr 19, 2022

Among the industries known for low customer service and satisfaction is utility companies.  

For decades, utility companies have operated in heavily regulated markets where customers can’t choose their provider. As a result, customer experience and customer care are low (or non-existent) priorities for many utilities. 

But as technology changes and more companies enter the utility market, customers have more options for clean energy than ever before. And that means all utility companies have to improve their customer experience to connect with customers and provide convenient, personalized experiences. 

Cosimo Spera, Founder & CEO of Minerva CQ, says that utility companies have a mandate to save the planet. And that path to de-carbonization starts with empowering customers as they request a plan sourced from clean energy. 

A goal of saving the planet for future generations may seem lofty, but it begins with applying the right technology and involving customers. Improving utility company CX requires using technology that turns the perception from being bad at customer service to a company that eliminates customers' problems or solves them with maximum satisfaction.  

As an accomplished mathematician, Spera compares customer care to an equation where the two sides must be equal. In CX, those two sides are customers and contact center agents. Companies looking to improve their experience often invest in providing great customer-facing solutions. But that makes for an unequal equation. A well-rounded customer equation also requires empowering agents and providing them with solid solutions to serve customers. 

As companies invest in technology, they often do so at the risk of removing the human experience. Spera says the best approach is to combine the power of AI with the power of humans for collaborative intelligence. AI algorithms can streamline and speed up operations, but humans are still better at tracking emotion and building connections with customers. Bringing those two elements together in the customer experience creates a convenient and personalized experience while also building relationships and addressing emotions. 

One of the most common problems in utility is a lack of first contact resolution. Customers often have to call multiple times to report a power outage and find answers and an estimate of when the problem will be resolved. Empowering agents with more information and AI-enabled resources and scripts increases their ability to solve problems immediately. 

The utility company needs a CX overhaul. Prioritizing customers and agents and providing the right tools can transform the experience and empower customers on their path to clean energy and improving the planet.

________

Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future. For regular updates on customer experience, sign up for her weekly newsletter here.

Apr 12, 2022
Success comes from making customer experience central to your business. And that requires streamlining the experience for both customers and employees.  Steve Harding, Area Vice President of ServiceNow, says customer service starts with an effortless experience. Many companies focus on channels, but channels don’t solve customer problems, especially if they aren’t connected. Too often, customers start with one channel but are bounced around and have to try numerous outlets before they can actually get the help they need. 

But when customer service is central to a business, the entire company and its technology are oriented to put customers first. 

Harding says efficient workflows are crucial to creating effortless experiences for employees and customers. As the number of possible channels grows and customer queries can come from various sources, legacy systems often can’t keep up with increased demand. It’s difficult for agents to respond with the correct information when pulled in multiple directions and use multiple screens and programs. 

Simplified workflows allow employees to work more efficiently, which allows them to do what they want: serve customers. 

The pandemic highlighted the importance of efficient workflows, especially as contact center agents started working from home and managing more calls. Harding says companies need to offer consumer-grade experiences to their agents so that agents can run their whole day from their mobile phones if needed.  

Investing in self-service and knowledge management systems also reduces much of the burden on agents and allows customers to help themselves quickly. Harding notes that self-service is especially important in the B2B space, where customers increasingly demand the same experiences at work that they enjoy as consumers. Smart B2B companies emulate consumer experiences by providing resources and knowledge to empower their customers. Harding cites the example of a medical technology company that created a self-service portal for desktop and mobile uses that gives customers a central place to learn about products, book appointments, and more. 

Self-service changes the workflow for human agents and allows companies to provide great service while also working effectively. Putting customer experience at the center of the company requires changing processes and systems to create great experiences for customers and employees.  

At the end of the day, customer service is a human experience. Instead of focusing solely on technology, companies need to remember the humans behind the technology and use systems to support and help people instead of taking over the experience. Aligning workflows with a customer focus puts CX at the center of the business and creates smooth experiences for everyone involved.

*Sponsored by ServiceNow

________

Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future. For regular updates on customer experience, sign up for her weekly newsletter here.  Join the new Customer Experience Community here.

Apr 5, 2022

Energy costs and usage impact every homeowner, but most people don’t think much about the process. They flip a switch, the light turns on, and they pay their electric bill when it comes due. 

But as the energy grid ages and breaks down and the weather gets more extreme and threatens to knock out power, conserving energy and using it at the right time is crucial for homeowners. 

That’s where OhmConnect comes in. The company uses AI and analytics to reduce energy costs by gamifying the process and rewarding consumers for using energy when it is cleaner and cheaper instead of during peak times when it is dirtier and more expensive. 

Educating customers on the complex energy system is challenging. OhmConnect meets customers where they are to market a product that hasn’t existed before. 

Here are three lessons from CEO Cisco DeVries: 

Build Trust

OhmConnect is a free service that provides customers free smart devices and pays them to change their energy use, so many people think it is a scam and too good to be true. The first roadblock to educating customers is building trust that it is a real company. 

OhmConnect builds trust by leveraging partnerships with businesses customers know and trust, such as Google and Carrier. As customers connect OhmConnect with trusted brands, they understand the new company better.  

Gamify the Process

Once people trust the business, OhmConnect makes it fun with gamification. The company’s goal is for customers to reduce their energy use—the better they do, the more points, rewards, and money they earn. 

DeVries points out that the game isn’t about teaching customers about the energy grid because no one would pay attention. But as customers play the game, they organically learn more about energy in their homes and how to make better decisions to reduce their energy use. At the end of the day, OhmConnect isn’t trying to get people to pass a test about how the energy grid works. It just wants them to succeed in the game. 

Creating a fun and engaging game lowers the point of entry and makes conserving energy accessible for customers. People may be overwhelmed by the thought of learning about the energy grid but more willing to dip their toes into a fun game that happens to teach them about energy along the way. When introducing something new, focus on what matters most to customers and leave behind what doesn’t.  

Constantly Test the Process

Educating customers is an evolving process that involves constant testing. OhmConnect regularly surveys customers and pulls data from their energy systems to see the effectiveness of their education efforts. The goal is to teach customers enough that they want to play the game and reduce their energy use but not to bore them with irrelevant details.  

The constant testing builds an incredible dataset that helps OhmConnect predict how much electricity can be reduced at any given time based on things like the time of day, weather, and type of device. The company lives and dies by the data and uses it to adjust its strategy.  

Introducing a new product and educating customers on something as critical as clean energy use is important but difficult. As OhmConnect demonstrates, meeting customers where they are and finding ways to build trust and gamify the process can build strong relationships and grow a company.

________

Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future. For regular updates on customer experience, sign up for her weekly newsletter here.  Join the new Customer Experience Community here.

1