The Customer Experience Podcast
The Customer Experience Podcast

Episode · 1 year ago

109. Finding Your Customer's Aha Moment w/ Ethan Beute

ABOUT THIS EPISODE

Discovering the Aha moment in your business is a big deal. It can affect the entire course of the customer experience because it creates impressions that your customers can feel, remember, and act on.

 

I’m Ethan Beute, Chief Evangelist at BombBomb, host of The Customer Experience Podcast, and co-host of the CX Series on the B2B Growth Show, here today to share some things I’ve learned about Aha moments.

 

You can hear me talk a bit about:

 

- The reasons our team has sent about half a million personal videos

 

- The Aha moment with video messages

 

- Resources for understanding the Aha moment in your org

 

Subscribe, listen, and rate/review the Customer Experience Podcast on Apple Podcasts, Spotify, Google Play or Google Podcasts, and find more episodes on our blog.

It's not just cognitive, it's oftensomething you feel. It's that feeling of being overcome with clarity or insight orunderstanding. It's a moment of realization. The AHA moment is when you feelnow I get it. The single most important thing you can do today isto create and deliver a better experience for your customers. Learn how sales,marketing and customer success experts create internal alignment, achieved desired outcomes and exceed customer expectationsin a personal and human way. This is the customer experience podcast.Here's your host, ethanbute. The AHA moment. It's not quite the Eurekamoment, but it's still very, very powerful for each of us. Thismoment is when a concept clicks. It's when something that you thought or expectedis actually confirmed. But it's not just cognitive, it's often something you feel. It's that feeling of being overcome with...

...clarity or insight or understanding. It'sa moment of realization. The AHA moment is when you feel now I getit, and very often it's the start of something good. My name isEthan Butte, host of the customer experience podcast, host of the CX serieson Beata be growth and chief evangelist at bombomb and. In this short episodeI'm going to share a few thoughts about discovering and supporting the Aha moment inyour business, as well as the Aha moment in ours, that moment thatpeople truly understand that simple, casual, conversational video messages in place of someof their typed out text is truly a different and better way to connect andcommunicate with people. So, when we seek to improve our customer experience,one of the easiest things we can do,...

...if we don't have a CX leaderby title or position, if we don't have a CX team, oneof the things we can do, no matter our seat within our organization,is identify key moments along the customer journey and thinking of ways and implementing processesthat help create memories or make impressions in those moments, things that our customerscan feel, remember and even act on. We just talked about this process onepisode one hundred six of the customer experience podcast with Magician Jeff Kaylor.He's dedicated his life to creating these little moments, personally and professionally for allkinds of people that he interacts with and some of these moments can be Ahamoments. People need to understand that they have a problem or that they havean opportunity. They need to understand perhaps your solution, the way you approachit. They need to understand your point of true differentiation. There's so manymoments at which we want to create a memory or an impression for our customers. Talk to your successful customers. When...

...did it really click for them thatthey had a problem or an opportunity, or when did it click that youare the right team or right company or right product or right service or rightperson to work with related to that problem or opportunity? When you're clear aboutsome of the Aha moments related to your business, you're in a better positionto reinforce those and when your customers experience them, it enhances their understanding andtheir commitment. So for me in the team at bombomb we're working to helppeople use casual, conversational, unscripted videos as they connect and communicate through email, text messages, slack messages and social messages, all these places where we'retypically relying on plain black text on a plain white screen, intellectual thoughts peckedinto a keyboard and sent to other people, hoping that there's no misunderstanding, thatthere's no miscommunication, and then they...

...get the tone and intent of ourmessage. Of course, video does that in a better way. We shouldall be using video messages in place of some of our typed out text forclearer communication, for human connection and for higher convert and all those micro yesesand macro yeses that we need to support each other, our team members,are partners and suppliers and vendors, of course, our customers and even peoplein our personal lives. Adopting video, like adopting any new workflow process tooltechnology, is a change. It can be challenging to get started with video, of course. One of the common hurdles is that people aren't comfortable.They don't like the way they look or sound. They're not used to relinquishingcontrol over their digital communication and just being who they are. It can feellike a very vulnerable position to be in and people are uncomfortable with vulnerability.So there's a lot I could teach here, including some of the best practices toget started, some easylow threat ways...

...to work through this discomfort. Butwhat I want to speak too specifically is the Aha moment and I'll characterize twoversions of a personal video Aha moment and then provide a very specific and interestinginsight that's related to the employee experience. I have personal relationships with hundreds ofour customers, especially longtime customers, and I've had conversations of all kinds,from casual to formal, and these are the two main origin stories or Ahamoments of some of our best and longest customers. The first one is receivinga truly personal video when someone greets them by name in the little animated previewthat we automatically create and someone clicks play on that and they're greeted by name, the person is specifically addressing their needs or interests. If you haven't receivedone of these, it's a very novel feeling because we're so accustomed, ofcourse, to watching video in a variety of formats, but so infrequently isit just for us as an individual human...

...being. If YOU'RE A relationship orientedbusiness professional and you receive one of these for the first time, you getthat instant feeling and you immediately want to make someone else feel the same way. It all becomes clear that video is in fact a different, more personal, more human way to reach out to people. So receiving one, feelingit and wanting to create that for someone else. The other type of Ahamoment or origin story is when you record and send your first few videos andyou get that first reply back, something like best email ever, or itwas so great to see you, or Oh my gosh, thank you fortaking the time to send me that video. By the way, you're often savingtime by talking instead of typing. But this is that closed loop.You haven't necessarily experienced a personal video yourself. You've sent one, but your recipientis replying back to you with confirmation...

...that this is in fact a differentand better way to reach out to people. So our team at bombomb has sentnearly half a million personal one to one videos over the years. Theexact number is something like four hundred eighty five thousand, just shy of ahalf million. That is a lot of videos and we're not that big ateam. We just use it very, very consistently. So something I didrecently was I reached out to team members of mine who've sent one thousand ormore videos or, for newer employees, people who are averaging three videos perday since their accounts been opened. And I asked a variety of questions andone of them was about their personal Aha moment. Of course, I receivedall kinds of responses here and they generally fit these two characterizations. When Ireceived one and I felt it and I wanted to make someone feel the sameway, or I sent one and I got a reply back that immediately letme know that this was different and better. But one version of the AHA momentthat I heard from several of our...

...team members that I especially appreciated involveda member of our talent management team and awesome guy named Matt Sawin. He'sinvolved in our recruiting and hiring processes and he uses video all the time inreaching out to candidates. So several of our team members specifically mentioned him byname and talked about the hiring process itself. They had done some research on thecompany. They cognitively understood what we were doing and why, but theyhadn't felt the difference. So in reaching out in those early stages when Mattis reaching out to people, he's doing it so often with video. Soof the twenty seven or twenty eight responses I've received so far, five orsix people specifically mentioned the hiring process and several of them mentioned Matt by nameas the moment that it all came together. This is different, this is better, this feels different, this is more personal, this is more human. I feel seen and heard and understood and valued. It reminded me alot of episode eighty on the customer experience...

...podcast with Gil Cohen. He's thefounder of employee experience design, and he specifically had this amazing passage about creatingraving fans from your potential hires, even when they don't get the job.Now, he wasn't talking about video, but he was talking about being morehuman centered in the recruiting and hiring process so that even when you have totell someone know, they feel valued and appreciate it. Certainly video can helpthere. So a quick recap. If you don't know the Aha moments relatedto Your Business and the problem that you solve, reach out to some ofyour best customers and start to understand it. Then start thinking about ways that youcan enhance and support it. Obviously, for us we send a lot ofpersonal videos to our prospects and our customers so that they can receive itand feel the difference and want to create it for other people. We workto get people to send their first three to five videos, knowing full wellthat they will get at least one reply.

That lets them know that it's adifferent and better way to work. The episodes I've already mentioned here againepisode one hundred and six of the customer experience podcast with Magician Jeff Kaylor aboutcreating magic moments, and episode eighty with Gilco and founder of employee experience design. He's got some great tips on how to enhance employee experience and employee engagement. Of course, that is a necessary precursor to a great customer experience.If you're interested more about video, I've got a few more episodes you mightwant to check out. Episode Eighty Nine, the four stages of video adoption.Episode Seventy seven, the science of video and the new metric that mattersmost. An episode fifty two, three moments where video belongs in your customerjourney. Eighty nine, seventy seven and fifty two. If you want tocheck out all those episodes and more, search the customer experience podcast in yourpreferred player and, while you're there,...

...give a click to rate the show. If you're also motivated to leave a review, that's awesome, but asingle click is so helpful to the show. And if you want to browse theseepisodes, check out video clips and a whole lot more, visit bombombcomslash podcast, bomb bombcom UMS podcast. Again, my name is Ethan Butte. I appreciate you listening to the customer experience podcast and the CX series onBB growth. I do welcome your direct feedback. Email me Ethan etch nat Bombombcom or hit me up on Linkedin. Be sure to include a note withyour connection request. Just Search Ethan Butte Etchn beute in Linkedin. Thanksagain for listening. Clear Communication, human connection, higher conversion. These arejust some of the benefits of adding video to the messages you're sending every day. It's easy to do with just a little guidance, so pick up theofficial book rehumanize Your Business. How personal...

...videos accelerate sales and improve customer experience. Learn more in order today at Bombombcom Book. That's bomb bombcom book.Thanks for listening to the customer experience podcast. Remember, the single most important thingyou can do today is to create and deliver a better experience for yourcustomers. Continue Learning the latest strategies and tactics by subscribing right now in yourfavorite podcast player or visit Bombombcom podcast.

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