The Customer Experience Podcast
The Customer Experience Podcast

Episode · 2 years ago

11. Rehumanizing Business and the World With In-Person Communication w/ Darin Dawson


“I want to rehumanize the way people think about their communication. I just think people are better face to face.”

Today, almost everyone relies on email, texting, message boards, and other impersonal methods to get their work done. Unfortunately, these messages lack the body language and vocal signals that we humans rely on to fill the communication gaps.

And emojis can’t cut it.

Darin Dawson, President and Co-Founder of BombBomb, which makes it easy to record, send, and track video emails within the systems you already use, has built a career on this idea.

He joined us on a recent Customer Experience podcast. Below are some of his ideas on rehumanizing business communication and the world.

Art Core values are about. Numberone is relationships, and it's about building relationships other human beings. You're listeningto the customer experience podcast, a podcast dedicated to helping today's growing businesses restorea personal human touch throughout the customer life cycle. Get ready to hear howsales, marketing and customers success experts surprise and delight and never lose sign oftheir customers humanity. Here's your host, Ethan Butte. Welcome back to thecustomer experience podcast. I'm really excited to have a longtime friend, the personI've worked with professionally longer than anyone else in my already long ash career,the cofounder of bomb bomb, the president of bombomb. Not that set thetitle these days. Yes, okay, the President Coec to spop amount asneeded. Yeah, so I'll welcome to the PODCAST, arendonk. You forthanks for having me. It's fun. Yeah, but one of this fora long time, right, and we have in a way. I meanour careers started together. We wanted to have a show together for a longtime once, be honest, right, and we met at the local NBCstation here in Colorado Spring. Yes, was always kind of a running thingand here we are. You and Connor built this business and successfully pulled meout of my prior career into this. It's been awesome. That's that wasalways the idea. I was leaving and was like, you know, you'recoming with me, right. Wasn't quite Jenny McGuire, is that? Butyou know as close. Yeah, like there was a plan in play.It's like, come on, we're going to do this right. You're like, okay, yeah, so totally. I needed it. So we're goingto start where we always start, define customer experience. I'm glad I havethem listening to the podcast. Very good, very much, and human left areview for it. I think. I I don't feel double check out. You should double checks. I feel like it's disingenuous because it's like mine, but it's you. Yeah, but you don't want to. I'll dothat. Okay, you've heard it, of course. I've heard every podcast. So, yeah, I thought a lot about this question, figuring thatI would eventually have to answer it, and I'm usually running on the treadmilllistening to this. So so it's kind of hard to piece all together anyway. To me, it's everywhere that a person experiences a business, right.So I really feel this in terms of the people of the business and howthey experience them and I think about things like trade shows or phone calls oremails, and then, of course the product, yes, but I guessthis really loves itself out for me anywhere you can experience our people. Ifeel that that is the lead foot because I believe in human beings and thatI believe that we're better in person. I believe we haven't trings value.So I therefore apply the experience more to a human experience, rance and anything, and I really love trying to help people live that out in our teamshere and it's important to us. That's how I think about it. That'sawesome. So I mean just to capture that. Something that you've offered thatI don't know I've heard before as an answer to this question, is isthe people come on how to, how to customers experience the people on ourside of the business, and it reminds me to exchange I was in onLinkedin the other day where we were talking about how people talk about other businessesand it's very, very infrequently product feature benefit. It's a moment that theyhad. Often it involved something that a person did or whatever. I lovethat the person is at the core of it. I agree. I forme, when I think about really companies I love, it's often the personI love at that company. You can't always do that with products like yourphone or whatever maybe, but I really like my handscaper or yeah, Ipick there. I like that person some. There was a bomb there and Ifelt like they're the one I could trust with my home. Yeah,and so I do think comes back to...

...people and I I come from asmall town, as you know, and so I grew up in a waythat was more like our neighbors just dropped by and you had these these quickconverstion like or long conversations, but that was the how I grew up.And so we're you know, the handshake was all you need it and youdid what she said you would do, and that really is lived on withme and that's why I think I that's what probably puts me into that trajectoryand I think about experience. Yeah, it's great. So you obviously haveper view over the entire organization. You really a sales and marketing guy atyour core and that's what you've taken. Taken on a lot here. Buttalk about the challenges of you knows, someone who is attuned to experience insomeone with, you know, responsible responsibility, oversight, an opportunity to roll intoany situation, any team in the house and have some influence there.What are the what are the main challenges for creating a great experience for ourcustomers here at bombomb and that's a great question. I it's the people.It's given her getting everyone in the same page, on the line towards thesame goal that we're all trying to tackle right, because you come of opinionsand and I'm a big fan of we can have opinions, we can disagreevehemently, but the end of the day we all need to agree and moveforward. And I think you know this about me that I really try notto be an overlord about the way I think, although I'm opinionated, I'ma salesperson and I'm working guys, so I'm persuasive. Yeah, but thesame time I trually want to know everyone's like. I want to come toconsensus at the same time. Sometimes you have to make the call as theowner of the leader, but for the most part, if you have theright team, you can come to consensus and you know that that is theright direction to go. But to create that experience for everybody, you kindof have that, have that common goal and vision and get with it together. And I think so often, you know, a lot of times youget consensus, you think you do, but there's somebody, and maybe it'syou, and you're you're holding out and you're not just to want to sayit, and I think that affects you know, if you're not if you'renot all bought in and we're holding out, we're not being truthful about our concernsor not being okay with actually saying, once we come to this conclusion,we're all going to move in the same direction together. I think thatcauses issues. I've seen that in teams and you know and talk with alot of CEOS and friends of mine. We talked, I talked about thisa lot and and in a lot of times that drips out into how yourrand is felt, how it's built, how all all things were at tothe customer experience. I think can be hurt if we're not aligned, movingthe same motion, trying to get to the same goal. Answer a questiona hundred percent. It does. It's that is a big challenge. IsAlignment Right, and I'm going out, especially as you scale, especially asyou're adding people all the time, as we are like. So you havenew people, they have ideas and you want to hear them. You wantto diverse culture. That's bringing these new concepts to the floor. And howdo you align those and how you get run on board and so the visionand keep the culture and tact? And you know everybody is, if you'rerunning a business, you've probably heard this, that everyone's concerned. Will as wegrow, how will we maintain the culture? And you know, Ithink you're you know you're there. When I said this, it's like it'sI can't any longer be the soul or connor and I be the soul purveyorsof culture. It is up to you if you want to maintain this culture. You you need to take these on as your own core values and kindof push for them on your own. So I think, and that's abig again, a place hugely into how I believe people experience our brand andthrough its people, because they should be able to tell you what the corevalues are and why we care about them. And what they mean to them personallyas well as what they mean in this business, and they should havebeen recruited and hired and onboarded to those things. And that's ideally, thatis exactly. Yeah, yeah, it's...

...good. I wanted to ask youa follow up. For the sake of time. I wrote about, likeyou know, the voting process on how we do things and does everyone getto raise their hand and do we go with the popular vote and that thing, but I already know the answer there. You know, you have to youhave to listen to all the voices, take them all into account, havesome proper council that decides this is the direction we're going and and reallywork to build that by it. Obviously we worked together for a very longtime, because it's exactly how I would have answered that. It's good.That's really good. Sometimes that's say look, have you talked to youthing about this? Then you know exactly what I say about it. That's good,that's I'm happy to play that role. Yeah, I'm glad that that's there. So for people that don't know bombomb talk, just share a little bitfrom your perspective. How do we help people improve their customer experience like whatyou know. I think that's fundamental what we do. It's one of thereasons, there two reasons I took the podcast in this direction. One,I think what we do dramatically affects our customers, customers mm, in areally positive way. And then the other one is that I just think thatyou know to your to your reaction to the idea of what's the biggest challenge, like it's a complicated thing and involves everybody and whatever. So anyway,speak to that first part of it, the how do we help people connectand communicate with their customers more effectively? I just believe that human beings communicateto each other in a way there's unique in that. We are currently strippingall of that uniqueness out in our in our business communication. A lot ofour communication rules of the email or texting, social media and even, you know, as we came from the news business, where it's this polished,like in authentic presentation of who we should be, were on video rightdom.To me, that's what I want to change. And you know, westarted this business with the idea that man, if I get in front of someone, chances are going to buy from me. But I wanted toraise the amount of at bads. I had to be in front of people. So we you know, we knew if we could be in front ofmore people in more often, we'd have more opportunities, and so that wasthe idea because we knew we were better in person, and I believe thateveryone is better in person in the whole point of sales calls in marketing typicallyus to get in person a lot of times or to get the sign thecontract. But arguably if we were in their conference room where we're sitting downacross from them, the chance of that happening would be higher. So Iwant to make that a transform of experience for the recipient. Their customers say, wow, I like that person, just like like to my landscaper,and that's why I chose them right, even though they were, frankly,the only one that call me back as well, but I really did likehim. The three people I called whole nother problem whome theother podcast. ButI mean again, our core values are about. Number one is relationships andit's about building relationships other human beings and the fact that I can't not wavemy hands around when I talk. That says something about me and your brainpicks up on that and we communicate more non verbally than we do verbally inthe way our tone and inflection, they seems mattered. It's so interesting tome, man, I we've talked about this a lot. You know Italked about this all time, but we spend all this time trying to hirethe right people and often will interview them and we judge them based on theirability to present or how they talk, how they carry themselves, how theyconnect to the connect with people, especially sales people. That's a big deal, right. Can we trust them with a brand? And then we justgive them like Gmail and our sales forces, a get after it and we stripaway all that and it it's crazy and I'm we believed in two thousandand six when he first started this and we believe it now. I thinkmore than ever that we want to rehumanize the way people think about their communication. It's a big deal to me and...

I just think it's better. Ijust think people are better facetoface and humans are better than text. I justI've bet no one disagrees, like we can disagree about scalability and talk abouthow to get at that stuff like that I give you and to it isit applicable? And to be clear, we're talking about simple personal videos,typically Webcam smartphone videos recorded in place of some of the plane typed out text. You my descent, and so people might disagree about when she's a cannedevergreen video, when you get truly personal and say the person's name and speak, and I like all those things, but I think anybody disagrees that hangingout with people is where it's at and that's what this life is about andthat's what we most look forward to in the weekend. Ultimately, is beingwith the people we care about and I just think that we can create morerelationships like that in our business life and make it a more rich experience andby using more authentic personal type communication to video. It's great. I loveit, and in for the Aha moment for a lot of the customers.So my role here has been really collecting and telling customer stories for years.Yeah, the Aha moment is typically in that reply that someone gets back fromfrom a customer that says, you know, all my Gosh, thank you somuch for this and they realize that it is different than than what theyhad been doing before, but you know, one of the more I'm thinking ofMichael Thorne here, someone who just got it instantly. You're in theAlger in that show's early longtime customers. They got it the second they receiveda video from me where I greeted them by name. There's an instant connectionof I want to make my customers feel this way as opposed to some otherpeople. Get that out moment with they get the reply and they're like,Oh Aha, I made my customer feel a different way than if I haddone it another way. Absolutely yeah, yeah, so I'm going to atthe risk of violating some constructive criticism I've received about asking more than one questionat a time. Then come from me. Okay, no, it didn't.That's why I still feel safe doing it with you here. I'm goingto just full full a couple ideas together. You know, again, we've alreadyestablished your kind of a natural sales and marketing guy. It's just inyour blood, it's who you are, it's how you've looked at the worldand looked at business in general. So talk about like what is that properrelationship between the sales team and the marketing team? What do you wish moresalespeople understood about market or marketing people, and what do you wish more marketersunderstood about sales people? Like talk about that relationship between those teams. It'sobviously super important. It's important to the experience and it's important to the business. Yeah, I think it's changed a lot of my career. I reallythink. I know. Sometimes I think I can this. Insiders look atthis anyway. I think used to be very much siload and I think theyare. I believe they're varying, inner, intertwined, that they are integral toeach other success, especially in our business, as they can't think ofa business where it's not. But oftentimes we see the things as siload,or I see them siload and businesses and frankly, competitive in nature, butwhere I believe they need to be in unison, working alongside each other toa common goal and and I don't I see that happening more than I havein the past. But it used to see a very silent and very combativeagainst each other. I was competitive. I think they're both like competitive peoplethat choose those paths, like we are, like you know, I think I'mmore sales Z and you're more marketing me. I mean we were Iwas in sales and you're a marketing in our past careers and so but yetwe've always seen how that coming together is better than trying to do it apart. But I don't know, it's a tougher question and say, well,I wish they understood more about each other, because I guess I have an interestingpath now where I have both departments reporting to me and we have anice layer of cynergistic thinking going on there. Now. We haven't always what wedo today. So I gosh, I guess. Okay, I'll askthat part specific to you personally. You've...

...been a salesperson in a variety ofroles. Like yeah, what is it about a sales role that you wishmaybe CS person or a marketer understood or respected? Yeah, and that,and I don't even like like I'm working hard over here. Respect me.But like your bom has always kind of under values the other ones ability.It's like they know sales people think it's super easy to create these inbound leavesor the pipeline for them and in the marker thinks that the salesperson disrespects thelead and it's an easy Gig and I think everyone framed of the things.The sales job is the easy job, right, but it's it's not likethey just get paid all this money or something, it's just walking a park. But it's not. I mean it's it's a different type of hard.Okay, like and likewise, in the marketing world, is hard to thinkabout strategically how to get this person fill this form out. Does not easyto capture that opportunity to give it to a salesperson. So, you know, it's this tragic mix where the marketer thinks this hospers wanders, the leadneeds at work so hard for and in the the sales people think that themarkers are just playing ping pong and in the in the quiet, John Dan'svery applicable for us. And Yeah, so that's where I think. Ithink they need a one. This happens in every job. Fully understands onewhat it takes to do the other and they you know, I try andenlighten both sides of that spectrum. Like what he just did was super hardand she just did was super hard. And you guys need to get betterline. But because you're all going in the same direction, you're all tryingit's the same goal. It's the revenue right that we're trying to drive there. So I think we're in a good spot right now. We are,and I but I've been in spots there horrible. Yeah, horribly competitive,and you're not doing it right and you should do this different lane. I'mhappy not to be in that place right now. Yeah, I me too. It winning really helps, by the way, winning ails a lot ofthings. It also masks a lot of things. It does mask a lotof things. Yep, I we just had, you know, just workedon that yesterday and you know, you know, we're like, we're winninghere, but wait a minute, is that exactly what we wanted when wesaid that that was what we were going to achieve, and you achieve it, but did we? Yeah, what's in that number? And how's thatmakeup? Yeah, that's good. That's good, good, I'm glad.You gotta take away here. That's a good time. All right. Sowe were talking about this a little bit before we hit record. It's,you know, customer experiences. I think, deeply, deeply based in employee experiencethat if employees have good experiences, that naturally comes out. I'm kindof, I guess I'm time back a little bit to where you started,but I think I want to like kind of start winding down on this.Is What kind of team and environment like, kind of what are you trying toset the tone for here? Like what do you want, you know, whether they're, you know, it's a customer care associate who's dealing withI can't get my Webcam to work, or a salesperson WHO's trying to,you know, diagnose and discover and shine a light on a path forward fora prospect or a you know, any of these seats that we have inthe house. Like what kind of team or environment or experience, like howare you trying to create a sense of purpose and connection here? Yeah,I think there's a lot of jobs like that in the world and it's apretty good job mark right now and you could go do that job somewhere else. That our job like it. So when Connor I started this business,thing that we wanted to make it about was we wanted to really make aden the universe is how we used to talk about. We'll make it thenthe universe. They're sure about what that was, but we're pretty sure.Just wasn't an our path. That there's anything wrong with a hit, butthat, you know, I said this here day. I'M NOT gonna havea billion dollar ranch somewhere with ranch hands or something. You know, I'mnot there. Whatever, I'm not going... I want to make itthen the verse with as that mean, and recently what we've kind of tiedthat into is how we're going to we want to that only rehumanize people's communication, we want to rehumanize the planet, and people like, oh, that'sjust some you know, this is my finger that someone listening where I wasgoing. That to some, you know, crazy bs that you don't recognize theplanet. Well, well, as we unpack that, what does thatmean? What that means is to rehumize a planet. We want to rehumanizethe people that are dehumanized. We want to use bombomb, the thing that'shumanizing your communication, as a way, as a vehicle to do that.And so what we try and do is invest in non profits or in peopleor that are attempting to rehumanize people that are being dehumanized in places like,you know, Africa, where they don't have food and or spaces in Americathey on food locally. We do it with a couple organizations with homelessness,with families that are on the streets that are homeless, also with women whocan't receive healthcare. We they provide free health care and to me, ifyou can and get health care, you're deep being be humanized. I mean, at this point we should be all of health care. But we couldeither complain and try and change it or we can literally change it in yourbackyard, and we found a plate way to do that. And so forus, that is how we can help rehumanize people. And we have aproblem with slavery and this world right now. I don't think a lot of peoplehonestly know about that, but people are being more enslaved in this worldthan they ever have been, sex trafficked, human trafficking. Let's change that orwe could buy a ranch like I would rather choose the corner and tryingto make don the universe by rehumanizing these people. If you've ever met someonethat has been in these paths and then has been rehumanized, that has ajob and has a home now and that life is gone, you will wantto do that, and so I want and we try and do this.That's why you're answering the phone of bombomb that's why I wants to be pumped. The answer that ticket. Yeah, make that sales call, because we'retrying to do something different. Not only does our technology help people be betterfacetoface and build that human relationship, the human connection, but we're going tochange the planet one thing at a time. I'm big. My thing is todo the next right thing and we're just tackle what we can. I'mgoing to try and humanize the planet and we're going to do our best todo it and hold me accountable. Yeah, I love it. It's it's footit is part of what keeps me excited every day. There are twothings that keep me excited every day to come back. Well, I guessthree. One one would be the team. I think there's a lot of joyand fun and challenge and all these other things that that are that makeit enjoyable to be here. But then there's also the when I get acustomer story back that's like, and I hear this is going to sound justas dramatic and crazy to someone who has heard it before, as rehumanize theplanet, and it's this man, this didn't just change. My business haschanged my life. I've heard that multiple times. That's remember. I rememberlike a guy, this is a camera's name, you probably will it wasa gentleman who use bomb bomb to raise money because his dad cancer. I'mlike, have remember the story? Yeah, I can't Remem I remember looking atkind of back. Dude, if it is all to do that,I'm good. Yeah, I'm good, like like I'd rather been directly helpsaved one guy's life. Come on, you keep going like. So,you see, you build a business to create a sustainable revenue stream to and, frankly, the community around this too. Internally, in the third piece,of course, is this like this idea that I'm more in touch witha lot of ideas and challenges around homelessness, Around Single Motherhood, around orphans andlack of access to food and education, all these other things. I'm morein touch with it. It's fun... see when we when we gettogether and either physically assemble getting cars and go help people, yeah, orwhether we have because instrunker treat yeah, whatever it is, or or whetherit's or whether it's a presentation at the team launch, where we where weget to meet people who are on the front lines of this stuff and anyway, it's awesome. So we're going to wrap. You already mentioned our numberone core value of relationships. It's how I always like to end. Ilike to give you the chance to think or mention someone who's had a positiveimpact on your life or career and and I'm really excited. I'm excited forthat part too, but I'm super excited for the second part, like acompany or a brand that you also feel is doing a really great job ofdelivering it a positive experience for you. Cash. The cycle's harder for me. The first one I've always so I didn't go to college, as youknow, I didn't really so I was raised by men and women who spokento my life. One of them was at him, Sam Frog Itt,and then alone is my father. I mean my father very much for thewhole dude, you say you're going to do hard works important like these arejust values that I believe are very midwestern, where we're from, and so Iappreciate him for that. And then, but Sam Frog it was a gentlemanwho, that's where I get to do the next right thing, fromjust owns of business, business leader, good dude, older guy like that. Really saw potential me as young man and then invested in hanging out anddeveloping a twenty something person into a what he saw could be a leader,and I really his words still speak to me. So it's he's been superinfluential. So was this something you saw in yourself at the time? Didhe help bring that out of you know, man like? I didn't, andthat was the thing. It's a great question. I think that waspart of it that I because because I didn't fit the bill right. SoI didn't. So you were listening to the culture at large that said yeah, gave a shot at college. Wasn't really my thing. I don't likerun away out. I barely got a high school right like. But therewas never this identification of entrepreneurism or like any of that, and so hesaw that and he made it a point to spend time with me to unpackit and help expose what it was. So I challenge listens, if youknow people and you see this, please and not trying to do myself,because that taught me that that some people, we look at them is like they'recrazy. Those kind of me a connor both of us, but peoplesaw something in that and they jumped in and they helped turn the page onthat. I've had a lot of people and that I could list many people, and you're probably you may be listening this, that have helped me dothat and I'm so appreciative of that. And I read my butt off andlisten my butt off to Brian Tracy and all the classic podcast before podcast wascalled. See these in my card right, probably so I've been doing that forever and still do. Clean this one. Yeah, numb. Youknow, cusser, experience. goshly think about this all the time. Well, I'll see you up a little bit. I think you're an experience guy anyway. You've been to Hawaii many, many times. You know exactly whereyou're going to go. You take your family to just me many times.If you want to talk super high end whiskey's like you like heard, experiencefind. Yeah, Gosh, man, I just made it harder than Iwas on the dreadmill listening to your podcast. A very nice resort in Hawaii,thinking how they were not winning with this. But I don't want togo negative, but I do think that I travel a ton. So Iwill say the hotel. You know I'm I'm a merry at person and they'vetreat me very well and I love, you know, frankly, being rewardedfor the amount of times I travel. And they they figured out to dothat. He or I think it's spoken about a ton, the rich,Carlton or Forceas is experience, but even just the General Maryatt knowing that I'ma d weary traveler, and how they...

...take care of me when I checkin either late or whatever, and what they do the like bottles of water, cookies, little things like that me a lot, mean a lot whenyou've been traveling too much and you're stick of the road. So I'll usethem as a good one. But but Whiskey, I said in mine,of the craftsmanship. That's someone took this much time to put something amazing intothis bottle and the idea that been doing it for that long blows my mind, like you know, hundreds of years and the castle and Ireland and andyeah, I won't go. So there's a sti there's stories behind a littlestory. You're right exactly. I'm a sucker for a good story. Ilove it. I love building stories by love being a part of them andI love drinking them. Yeah, cool, I guess will end there. Iappreciate it. I appreciate your time so much. Thank you for listeningto the PODCAST. By the way, your feedback is always a good alsoto the people who are listening now. I welcome your feedback. You canemail me directly, Ethan etch an at bombombcom or, better yet, goto itunes or apple podcast and drop a rating or review to do that.That's my takeaway. Cool. Yeah, and there's another one in there.All get that on playback, but anyway, thank you so much for being here. Thank you, and thank you everyone else. Yeah, you're listeningto the customer experience podcast. No matter your role in delivering value and servingcustomers, you're interesting. Some of your most important and valuable messages to facelessdigital communication. You can do better. rehumanize the experience by getting face toface through simple, personal videos. Learn more and get started free at bombbombcom. You've been listening to the customer experience podcast. To ensure that younever miss an episode, subscribe to the show in your favorite podcast player orvisit bombombcom. Thank you so much for listening. Until next time,.

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