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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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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.

________

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.

Jul 26, 2022

What’s Next For Return Logistics

Returns are a part of doing business for retailers, especially as e-commerce grows and shoppers have more options than ever before.

But that doesn’t mean the return process has to be difficult for retailers or consumers.

As e-commerce grows and transforms, so too does return logistics. David Sobie is the co-founder and vice president of Happy Returns, a leader in return logistics. Instead of the old method of customers having to print a label, package their item, and ship it back to the retailer, Happy Returns offers box-free and printer-free returns at its 5,000-plus Return Bars. Items from numerous retailers are collected for instant refunds and then shipped back to a central processing center for sorting. 

Customer experience doesn’t end when a customer makes a purchase. The post-purchase experience includes fast and straightforward returns and significantly impacts a customer’s overall perception of the brand. When returns are easy, customers tend to make more purchases and expand their relationships.

Returns affect both merchants and customers. And with the challenges of traditional returns come opportunities to improve the entire post-purchase experience.

Shoppers don’t want to have to package and send a return and wait for their refund or exchange. Merchants are faced with the expensive and logistically complex returns process. But in the end, Sobie says return logistics is really about giving shoppers the best possible experience to increase lifetime value and loyalty.

Returns aren’t going away, and the future of return logistics helps merchants find the most cost-effective way for shoppers to return their items. But returns can be incredibly expensive for retailers. Shoppers expect returns to be free, which means that merchants cover the cost. However, Sobie says that an increasing number of merchants are moving towards creating options for returns. There should always be a free option for returns, and Sobie suggests subsidizing the least expensive option for retailers.

The future of return logistics includes innovative technology and sustainability. Instead of sending each package individually, companies can combine items to lower the return shipping cost and environmental impacts. The future also requires merchants to think outside the box, such as by offering return kiosks at other stores and providing instant refunds.

As long as there’s e-commerce, there will be returns. Brands that embrace the post-purchase customer experience and innovate return logistics open the door to cost savings and customer loyalty.

 

The data is right in front of you. Leveraging the power of information can take your marketing efforts from a shot in the dark to a home run. 

 


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.

Jul 19, 2022

Do your marketing efforts feel like a shot in the dark? It doesn’t have to be that way. 

With the power of today’s abundance of data, brands can use a measured and data-driven approach to build an agile and compelling customer experience.  

According to Tiffany Perkins-Munn, Head of Data and Analytics at J.P. Morgan Chase, this isn’t the old way of marketing. Data-driven marketing starts with collaboration and cohesion between all areas of the company, including marketing, sales, and operations. Combining these capabilities through the lens of innovation ensures companies deliver the best experiences to their customers. 

Data-driven marketing isn’t just about acquiring new customers but also expanding the relationship with existing customers. For both groups, data creates a holistic view of customer expectations and how they want to engage with the brand, which helps move towards a personalized and relevant customer experience.

In today’s world, brands have access to an incredible amount of data. The question is how to manage and aggregate that data to understand customers’ needs better and get ahead with proactive offers.   

But with so much data, it’s easy for brands to get overwhelmed. Perkins-Munn says to start small. Basic questions, such as identifying your customers, their needs, and their behaviors, can direct companies towards the most relevant data and provide a complete view of their customers. 

With that basic level of understanding, companies can then create automated processes. This streamlined, data-driven decision-making allows marketers to understand customers in a meaningful way and offer products that are personalized to their needs. To get there, start with the data and think through the customer data to make the journey more impactful and meaningful. Perkins-Munn leads her team in a connected customer experience by capturing all interactions along the customer journey, including every contact with an agent, how it was resolved, and what impact it has on the overall experience. Those touchpoints allow marketers to adapt and improve so that the experience is constantly being refined to best connect with customers.  

If data-driven marketing seems too difficult, start small. Pick a group of customers and aim to understand who they are. What data do you need to understand who they are and how you can deliver a better experience to them? Then talk to the people who own that data so you can stitch together helpful information. Eventually, you’ll be able to break down silos, understand customers, and distill the most critical data to streamline and automate marketing. 

Data-driven marketing is a process that requires continual evaluation. Start small and upgrade to more sophisticated insights and programs with time.

The data is right in front of you. Leveraging the power of information can take your marketing efforts from a shot in the dark to a home run. 

________

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

Jul 12, 2022

When most people think of customer service artificial intelligence, they think of chatbots. 

But the power and potential of AI in customer service extend far beyond chatbots, which Forethought CEO Deon Nicholas says tend to be very artificial and not very intelligent. 

Truly leveraging the power of AI allows brands to create super-human customer service. 

Reaching that level requires using human-centered AI that augments human employees and contact center agents instead of replacing them. Nicholas compares the new technology to financial spreadsheets. Years ago, people thought spreadsheets would put accountants out of a job. But it’s now the most important tool in finance to get work done. AI in customer service has the same potential. 

In our data-driven world, a company’s contact center is really its intelligence center. AI can connect data more efficiently than humans, leading to stronger insights. An integrated AI and human system listens to customer feedback and questions to help companies know what products to build and refine. This ultimately helps renew and retain customers instead of having to find new ones. 

Instead of information being siloed in various departments or only in the minds of individual agents, AI allows for collaboration and data sharing, which creates a more unified and seamless customer experience. By bringing employees to the problems, AI allows humans to focus on the human areas of the business that require empathy and understanding.   

In a human-centric AI contact center, AI can sort through customer calls and chats to resolve their information faster while providing employees with relevant information and giving them more time to spend on complicated issues. 

Insights from an AI-powered contact center benefit the entire organization, from helping the Product and Development teams know what issues to fix to showing the Marketing department how to best connect with customers. Nicholas firmly believes that customer service should never be an afterthought but is central to creating a scalable and human-centered organization. 

Businesses today have to do a lot more with less. And that includes retaining customers and providing amazing experiences. At the core of a solid customer experience strategy is customer service and creating super-human service with the help of AI.

 

*Sponsored by Forethought

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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

Jul 5, 2022

The B2B buyer journey is changing, and companies that can match changing demands with technology, personalization and flexibility will succeed. 

Plenty of research shows that B2B buyers get 50%-60% down the buying journey before they engage with a salesperson. But Mike Marcellin, Chief Marketing Officer at Juniper Networks, says that the buying journey isn’t linear. Buyers don’t connect with a company as soon as they hit a certain point in the journey. 

Throughout the buying process, buyers get information online and from peers, analysts and other sources. Companies can no longer control the buyer journey. Instead, they need to be ready to engage with the right information through the right channels when the buyer is ready. A customer might reach out early for preliminary research or wait until they are ready to purchase to connect with the brand.  

For Juniper, the new approach looks like transforming the online experience to provide buyers with a variety of content types, such as video or thought leadership sheets depending on where they are in the journey. 

The new buyer journey doesn’t happen exclusively online or in person, but as buyers move back and forth between researching and communicating online and talking with salespeople offline. A seamless journey requires knowing the whole picture of the customer’s experience to keep them moving forward instead of being repetitive or irrelevant as they transition between channels. 

Marcellin says the journey has to be flexible with how customers want to engage with the company at any moment. He says the blended buyer journey relies on two key elements:

  1. Data. Companies today have access to incredible amounts of data, but that data is worthless if you can’t harness it. A blended buyer journey requires getting grounded in data to truly understand buyers and their changing needs.
  2. MarTech. The tech stack a company uses can make or break the buyer journey. Companies must find the tools that work to get a full view of their customers, especially as buyers change direction and move between channels. 

Transforming the B2B buyer journey to create a blended approach means giving up control and letting customers guide their experience. But to be successful, B2B companies must understand their customers deeply and provide the right resources so buyers have options and can connect with the brand seamlessly at any time for a personalized experience.

The changing B2B buyer journey creates amazing opportunities for companies to connect with buyers like never before. But to be ready, companies must invest in the resources and mindset to put customers first. 

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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

Jun 28, 2022

It’s not every day you see a CEO dancing on TikTok. But being vulnerable and transparent is one of the reasons Ali Bonar has seen incredible growth and success with her company, Oat Haus. Consumers are moving more towards sharing real experiences and less about hiding behind the perfect filter. Customers crave connection and want to build relationships with transparent leaders—even if that means showing off their dance moves. 

Ali started sharing her journey online long before she ever considered being an entrepreneur. As she recovered from an eating disorder, she shared the ups and downs of her physical and mental health and began to grow a following. 

Ali’s journey led her to create granola butter, and Oat Haus was born. But in her new role as a founder and CEO, it was only natural for Ali to continue sharing a behind-the-scenes view of the business. As Oat Haus grows, Ali shares authentic updates along the way, including everything from dancing in her living room to an inside look at creating new products. 

Ali strongly believes that sharing helps customers feel like part of the journey. It’s refreshing to see a business that isn’t hiding behind a façade or trying to come across like it has everything together. Ali’s goal is to take customers along for the ride and make them feel so involved that no matter when they see her content, they feel like they’ve been there from day one. 

But sharing online doesn’t come easily to everyone. Ali recommends starting where you’re comfortable, even if that means photos without video to start. A good starting point is simply filming what you do throughout the day. Take people through your life as a business leader and show what life is like behind the curtains.

As your comfort level grows, Ali recommends planning content for the entire week to hit different topics, including informational videos about your company, stories about what it’s like to be a leader and fun content. A variety of content builds strong connections and resonates with a variety of customers. 

Even planning and great content don’t lead to overnight social media success. It takes time to grow a following, and a lot of how a post or video performs is based on the Instagram or TikTok algorithms. Even then, it’s hard to see the ROI of social and a direct connection between storytelling and sales. But it’s all about building the brand, showcasing the human side to the business and establishing your company and yourself as a leader who cares about people and wants to share. 

The moments you’re the most scared of sharing are often the most worthwhile things to share that resonate with your people. In the end, Ali says not to overthink it. Just be yourself and feel comfortable bringing your whole self to work and your community. You’ll naturally develop strong customer relationships as you share your authentic self and brand.

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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

Jun 21, 2022

Investing in customer experience is just that—an investment. Being able to prove the return and value of that investment is crucial for all companies, especially startups and those looking to get new customers on board. 

In the early days of CampusLogic, President and COO Chris Chumley used ROI as a tool to gain new customers and establish credibility. Prospective university clients agreed that the student experience was important, but many weren’t willing to spend money on it. By demonstrating the ROI of CX and how it would eliminate pain points and create a better experience for customers, students, and employees, Chumley could connect with potential customers and grow his business. 

Chumley says illustrating ROI starts by identifying the pain point. Where do customers face friction? What areas of the experience could be improved? Where is the frustration for customers and employees? 

The pain point for CampusLogic’s university customers was often paper-heavy financial aid systems. 

Chumley says to work side by side with customers to put a number to that pain using the customer’s metrics. The pain point could be impacting sales, customer satisfaction, employee engagement, or a host of other things. If the company can move that number, CX has value. 

For potential CampusLogic customers, Chumley often tied ROI to reducing costs and increasing financial aid completion rates—two metrics that are crucial for universities. 

Tying ROI to metrics that customers care about makes ROI more impactful. The personalized approach shows the value of CX for each unique customer and becomes more applicable and accessible. 

Chumley says the key to a successful ROI model is to involve customers. Cooperatively building ROI helps customers catch the vision of how CX can solve their pain points. Instead of simply telling customers the ROI, Chumley uses each customer’s numbers to build the solution with them and showcase the value. That means each ROI model is unique to the customer using metrics they already track and are familiar with. 

Numbers don’t lie. Building a strong ROI model for CX creates a compelling case for its value and can be crucial in getting new customers and creating customer-centric companies.

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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

Jun 14, 2022

One bad experience and the click of a mouse.

That’s all it takes for a customer or employee to go somewhere else. As life and work have become digitized in the last two years, the switching cost has decreased to almost zero. It’s never been easier for people to change their company loyalty.  

Experience management has never been more important. 

But creating those great experiences that resonate with customers and employees requires paying attention to customer feedback and insights. 

In times of uncertainty, organizations aim to consolidate the number of ways they listen to understand the cause and drivers of the experience, says Brad Anderson, President of Products & Services at Qualtrics. 

Turning customer feedback into actionable insights requires continuous listening, finding areas to improve and driving those improvements. Those insights direct organizations to the next best step for the individual and the group and can be adjusted in real time. 

Organizations need to pay attention and understand the emotions people feel as they interact with the organization, both as customers and employees. Understanding those emotions helps brands identify what is and isn’t working. 

Anderson says call centers are a gold mine of information that doesn’t even require asking for new feedback. By listening to conversations that are already happening with the help of AI, companies can understand what experiences need to be improved and the next best action for individuals and groups. 

Listening to customers helps pinpoint areas of friction within the experience that can be improved. Anderson recommends paying attention to the emotions behind the experiences. People are often willing to share good and bad experiences, but organizations and leaders need to listen to their feelings to drive improvement. 

As companies listen, experience management programs create memories of every experience a customer or employee has had. As technology advances, brands can recall those experiences in real time to provide personalized insights into the next right step for every person. 

Experience matters now more than ever. And the key to delivering great experiences to customers and employees is listening, finding areas to improve and continually driving improvements.

 

*Sponsored by Qualtrics

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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

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