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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.
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Now displaying: Category: Business
Jan 24, 2023

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. 

Jan 17, 2023

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. 

Jan 10, 2023

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. 

Jan 3, 2023

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. 

Dec 20, 2022

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. 

 
Dec 13, 2022

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. 

Dec 6, 2022

Customer experience professionals face countless balancing acts: do you focus on digital or in-person experiences? Employee experience or customer experience? Build out the contact center or move to self-service options?

But perhaps the biggest question is this: Do you focus on long-term strategic vision or short-term customer service?

Wendy Smith, author of BOTH/AND THINKING: Embracing Creative Tensions to Solve Your Toughest Problems, says the answer is in changing from an either/or approach to a both/and way of thinking. Instead of feeling you have to choose just one solution, you can embrace the creative tension of both ideas.


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

Nov 29, 2022

In a competitive industry driven (quite literally) by robots, Cruise stands out because of its focus on humans.

The autonomous vehicle arm of GM thrives where many others have fallen because of a singular focus on driving innovation for customers and saving lives. Chief Communications Officer Kristine Boyden says a deep commitment to the mission of changing a broken status quo keeps employees engaged in the work and driven to produce great results.

 


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

Nov 22, 2022

Tis the season to show gratitude. But do your customers feel your appreciation? Customers can tell when brands are excited about their business. But on the other side, customers can also tell when they aren’t valued or supported by a brand.

Customers are your reason for being in business. They are central to your success, so show your gratitude. This holiday season, share your appreciation with customers through words and actions. In this episode, we'll go over six ways to show customers you’re grateful for them.

Nov 15, 2022

Every employee plays a role in customer experience, but they often follow the lead of the CEO. At Progressive Insurance, employees follow the customer-centric mindset of CEO Tricia Griffith, which has led to the company’s stock quadrupling in the last four years.

Although there are metrics to measure and processes in place, Tricia leads with her heart and isn’t afraid to trust her gut. She puts people first by getting out of her office, taking customer calls, sitting in as agents handle claims, and surprising partners and customers with in-person visits. 

*Sponsored by Calendly


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

 

Nov 8, 2022

What started as a college side hustle is now one of the world’s most recognizable furniture companies, with nearly a billion dollars in sales.

What’s the reason for LoveSac’s incredible success? Differentiating not just on innovation, but on customer experience.

LoveSac founder and CEO Shawn Nelson isn’t afraid to adapt and try new ideas to meet customers’ changing demands. LoveSac originally grew by opening retail stores across the country. But as buying habits changed, the company converted its stores to inventory-free showrooms and became a completely DTC brand.

*Sponsored by Calendly


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

Nov 1, 2022

In the competitive financial services industry, delivering convenient, customer-centric solutions can be a significant competitive advantage. And that’s exactly the case for Discover, which ranked highest in customer satisfaction for a credit card mobile app and website by J.D. Power.

 

Shaida Lynch, SVP, eBusiness, says creating a relationship-based digital experience is a win for customers and the brand. Customers are more engaged and can easily track and manage their finances. They can also see everything Discover offers and open new accounts and relationships. And Discover has a more complete view of each customer to provide seamless, personalized service and recommendations.

*Sponsored by Calendly


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

Oct 25, 2022

Gaining a customer is one thing. Keeping them is something else. 

Chris Goossens, SVP of Customer Experience at FedEx Europe, says the key to success is not just to make a customer but to grow with the customer.

But growing with customers and keeping up with increasing demand and challenges can be expensive. Many companies shy away from innovation because they see it as cost-prohibitive. 

That doesn’t have to be the case. Goossens says that leveraging technology and data can help companies innovate without skyrocketing costs. 

Thanks to new technology, FedEx is delivering innovative customer experiences while still reducing the cost to serve. Goossens says innovation in technology innovation and big data allows the organization to scale and provide amazing service to every customer, no matter the size or value of their shipment.

*Sponsored by Calendly


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

Oct 18, 2022

AI affects every aspect of our lives, from romantic and personal relationships to finances, personal care, and employment.

But AI and automation also provide incredible opportunities to take your CX efforts to the next level and lead a wave of new technology.

Orly Lobel, author of The Equality Machine, says AI and automation can play a pivotal role in increasing equality and changing how people interact and manage all parts of their lives. 

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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

Oct 11, 2022

When you think of companies that put customers first with innovative solutions and personalized service, the wireless industry probably isn’t your first thought.

But Mint Mobile is on a mission to change the traditional model and buck industry trends in the name of better service and innovation.

Mint Mobile’s core mission is to provide affordable wireless service to customers. And one of the main ways it does that is with a unique direct-to-consumer model. While most other carriers have thousands of retail locations, Mint doesn’t have a single store. Aron North, Mint Mobile’s Chief Marketing Officer, says the company is always looking for the most efficient way to bring the product to customers and create an enhanced experience in a digital ecosystem.

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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

Oct 4, 2022

Today’s customers demand personalized and convenient digital solutions. The challenge for brands comes when trying to provide a personalized digital experience at scale.

 

Bank of America is a leader in digital banking, largely because each of its 55 million digital clients has a unique and personalized experience. 

 

Ashley Ross, SVP, Consumer and Small Business Client Care Executive, says having a strong digital presence requires brands to stay close to the data.

 

Bank of America surveys clients in real-time right after they interact with the bank, either digitally, on the phone, or in a physical store. That information is funneled back to the teams that manage each product or process so they can stay in tune with how customers use the product. With more than 50 million responses, the feedback provides a view of the entire customer journey to find opportunities to grow and areas for improvement.  

 

But data doesn’t mean focusing on big data sets. Ross says the modern digital experience pivots away from massive data sets to provide personalized experiences. It’s more about using that data for each individual customer than for the entire group as a whole. Instead of looking at a single customer journey that applies to every customer, brands should view the holistic experience for each person based on their feedback and usage data. 

 

Banking is a high-stakes industry where people are emotionally connected to the outcome. Bank of America has 55 verified digital users who expect flawless execution and continual innovation. Ross says Bank of America underwent significant digital growth and changes during the pandemic, and that growth continues. Across all products and processes, teams work together to continually invest in and innovate the digital experience. Bank of America involves people from the product, digital, customer service, and other teams to stitch together the entire customer journey. They frame the experience not in isolation but by looking at what the client is trying to do and then building tools to meet those outcomes.

 

One reason for Bank of America’s digital success is the mission behind the technology. Instead of building digital tools to check a box, the company uses tools to further its mission of making clients’ financial lives better. It’s not just about performing transactions—it’s about helping customers improve their financial lives. That mindset frames all decisions to build innovative, convenient, and accessible digital financial tools.

 

No matter if you have hundreds of customers or millions, digital tools provide an opportunity to connect with them individually and provide personalized service. By staying close to data, keeping the customers in mind, and involving the entire company, you can become a digital leader. 

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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

Sep 27, 2022

The traditional approach to banking is transactional. Customers need to make a deposit or move money, so they interact with their bank to get the job done. Once the transaction is complete, the relationship stalls until the next time customers need help.

But in today’s connected world—buoyed by the growth of fintech startups—customers are looking for brands to be strategic advisors. It’s more about building a lasting relationship and providing continual value than checking off a transactional box. And although this trend is evident in the world of finance, the principle applies to every industry.

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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

Sep 20, 2022

Every business, regardless of industry, location, or size, depends on communication to create a fantastic customer experience. You can’t build relationships, get feedback, understand customers, or share information without being a great communicator. But there’s a difference between communication that is brand-focused and communication that is customer-focused. 

Online marketing expert and author Amy Porterfield helps entrepreneurs and companies of all sizes create clear, customer-focused communication. No matter if you’re getting a business off the ground or working with a beloved brand, communicating clearly is crucial.

Sep 13, 2022

The ultimate goal of customer experience is always to make customers’ lives easier and better.

Or, in the words of Getaway Chief Experience Officer Carlos Becil, to give them everything they need and nothing they don’t.

Sep 6, 2022

The goal of customer experience is always to make customers’ lives easier and better. And a huge part of achieving that goal is solving problems for your customers and their communities.

But taking a stance and getting involved in the community to solve problems is challenging for some brands. Kofi Amoo-Gottfried, DoorDash’s first-ever CMO, says the key is to find what is authentic to your brand. You can’t speak out on everything happening in the world, but you can get involved with issues that impact your customers and business. 

Aug 30, 2022

When The Halal Guys started as a New York City food cart in 1990, technology was the furthest thing from the founders’ minds. Today, the growing and thriving restaurant is rapidly expanding, thanks largely to a customer-focused digital approach to dining.

Customers will always seek out great food, but they increasingly want a digital dining experience. Chief Development Officer Margaret Carrera says being open to evolving with new technology demands has allowed The Halal Guys to innovate and offer new digital capabilities. Technology has the power to enhance how people experience the food, from ordering to the in-restaurant dining and delivery experiences.

Aug 23, 2022

Employee experience and customer experience are clearly linked—especially on a large scale at the world’s largest employer. 

According to Donna Morris, Chief People Officer at Walmart, if employees don’t have a great experience, it’s difficult for people who don’t get a paycheck to have a great experience.

A great customer experience starts with a great employee experience, and the line between the two is increasingly blurring. After all, employees are customers of the brand. And with more than 2 million global associates, Walmart’s employees have an incredible impact on the brand and the customer experience.

Aug 16, 2022

How do you move an iconic brand towards the future?

 

That was the question Harry Overly, President and CEO of Sun-Maid, faced when he took over the company in 2017. The brand had vast stores of emotional equity, not to mention the familiarity and fondness for its iconic red raisin boxes. But it didn’t have a coordinated consumer marketing strategy and had missed an entire generation of consumers. Overly relied on data and customer feedback to bring the brand to the present.

Aug 9, 2022

Creating A Customer-Centric Utility Company

Utility companies aren’t typically known for their customer-centricity. 

But Kevin Walker, CEO of Duquesne Light in Pittsburgh, is transforming the industry by making customers a central focus.

Walker admits that the system used to be a one-way flow from facilities to customers. Until recently, most utility companies referred to their customers as “meters” or inanimate objects instead of focusing on them as humans.

But customers are more involved in their utilities than before, and an increasing number of companies like Duquesne Light are transforming to provide personalized, digital service.

 


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.

Aug 2, 2022

Customer Experience Is A Decision

People often refer to customer experience as a discipline. But it’s more than that—customer experience is a decision. No matter where you are in your career, customer experience is a decision to wake up and care about customers, influence change and create a better world.

Customer experience is constantly changing and isn’t something you can check off your list once. You have to decide to show up every day and carry the energy with you to go above and beyond. Customer experience is a decision. You have to work like you have skin in the game and decide daily to care more and do more.


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.

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