The Customer Experience Podcast
The Customer Experience Podcast

Episode · 9 months ago

111. Building A Personal Experience Into Your Customer Experience w/ Greg Segall

ABOUT THIS EPISODE

Customer experience usually manifests in a one-to-many or a one-to-few relationship style. But personal experience (PX) is CX on a one-to-one basis. 

 

After all, people don’t care about brands. We care about the people behind the brand.

 

In this episode, I interview Greg Segall, CEO & Founder of Alyce, about how personal experience (PX) helps shorten sales cycles and build trust.

 

Greg and I talked about:

 

- The relationship between CX and PX

 

- Video, gift-giving, and creating relationship with a brand

 

- Tips for PX at high volume (hint: also includes video)

 

- The role of purpose in an entrepreneurial mindset

 

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.

ORSO I find videois going to be it'ssuch a huge inflection point, especially in Covid, where you can'tsee people face the face. You know it's something that tell men actuallyshortand sale cycles right now too, because you've got the ability toactually put it face to t a name. The single most important thing you cando today is to create and deliver a better experience for your customers,learn how sales marketing and customer success experts create internalalignment, achieve desired outcomes and exceed customer expectations in apersonal and human way. This is the customer experience podcast. Here'syour host eath, an baute human to Human Roi, focused artificially intelligent.These are just a few aspects of the approach that today's guest is takingto improve customer experience. For him, a great CX is based in PX personalexperience and video can help by the way he was CEO and founder of two othercompanies before becoming CEO and founder of Alice, whose customersleverage, human and hands sartifficial intelligence forgift, givingsuperpowers to send the perfect gift to their most important prospects,customers and employees. Greg Segel welcome to the customer experiencepodcast. So muchsn't really express cided to be here yeah. I love so manythemes going on. In this conversation, I'm especially excited to talk videowith you, which we do sometimes on Thi show, but not as often as I would liketo, but I want to start with. You know: You're, a Boston guy. You founded threecompanies in the Boston area and the in the interesting thing I would love t toget a quick drive by on. Is You seem like a Tet guy, you've started. Youknow ECOMMERCE and, of course, now personal experience artificiallyintelligent company, but your background is a BFA from Bu, so you'vedone design graphic design, art history, fine art like how is that informed,your direction like what is that done for you not necessarily professionally,but personally wals funny,...

...my I always was an art major. So wayshad like three loves growing up. It was always art music in baseball. Those re,like the three key things in my five to nine Wich Woll, will obviously get toyou know here as well. You know the art side of things was a really interestingstart, because it taught you a lot about sort of like how to look atthings in many different ways and also what was interesting about art. Two,especially once I got NTO more of the design side was actually figuring outhow to use your critiquing so that the teachers Wur Gritiquou and it wasactually like teaching how to sell, because you actually have to sellsomebody on like why are using the specific color, and why is the designreally well, you know really great and stuff, so it was. It was a good,informative start to to do me. Everything and also because it startsto teach you about like useability and starts to teach you about, like youknow, color, thuory and composition, and how to look at things you know andsee things through through other lenes than you would not normally seeotherwise. So good. I immediately halfway through your responsor, Iimmediately thought about like hitting the road to raise funds for the company,for example, in terms of like managing critiques and Positioning Things,Etcera and, and I'm sure your pitchdack looks beautiful and congratulations bythe way and all your success with Alice to date. Tao. Let's start where wealways start customer experience when I say that to you greg. What does thatmean? Customar experience to me is it's funny, because I sort of have twodifferent takes on it. One is it's kind of the ephemeral feeling you have. Youknow between a you know a brand INA, vender right or brand in a person. Youknow wherever that consumer is but typically the second way I look at islike as an organizational level in terms of you know all the moments thatyou're actually adding up in terms of how you feel about the brand and howyou actually start to interact with the brand and then obviously you knoweither by purchase, or you know those feelings that sort of come from that atthe end of the day. But it's really, you know in my mind, on a Orga by ORGlevel or or to person level, that's theire yeah. Well done I mean youreally tied a couple key things there together, one and the emphasis onfeeling, but the idea of feeling to...

...thought to action and behavior right.So I think that really matters and thinking about it from anorganizational standpoint of course, is the reason we do the show so thatasgreat. So let's Talk PX personal experience. What is its relationship?Well, you can define it or tee it up, however you'd like and thenmaybe talk also to about its relationship to CX yeah. So just goingback to customer experience, if you think about it, is very much org toor.If a Gian be to be it's, you know I'm the vendor and then here's the actualcompany that I'm trying to interact with and the other piece of that, whichI didn't say in terms of customer experiences. It's every interaction youhave between that intertet. That becomes the feeling, but that's boththe people and that's also the product. You know experience because you'reactually buying that as well and when you think of that, that's very muchlike there's many people on the vendorside and there's many people onthe actual brandside or the actual customer side effects, or in the caseof being I btc, you know it's the individual and then your relationshipto all the people and all the product that are actually being sold by theactual brand itself, so whe y think of PX. It's basically extrapolating theactual one to one relationships that you have in the customer experience sobecause were experiences very much go back to B. Tob is very much made up ofyou know, could be ten people on the vendor side and could be fifty peopleon the on the customer side of things. You know that you're selling and thatcould be you know your CS person, your salesperson, your a your BDR, that's onthere, your propurment person, you know your finance person and then on thevendor side. You know all those individuals that are there to theactual consumers of the of the you know the the product itself. You know thepurchasers right. The legal team, like all those things add up and what wewe're really trying to push on here is there's this next evolution of how youdrive CX to a Onedo one basis. So to me ses as many as much very much about themany to many or the one. To many you know, type of a thing and PX is aboutthe one to one and the deeper you make those one to on relationships and thoseconnections between people, the higher the trust value, happens on the CX side,eftents. That's where the feeling...

...becomes amazing, because I can actuallydrive towards it and we go into. You know many different examples as to howyou can how you can take that, including with video, which you know ewhish. We Cet you know deag out on after this, but that's the fundamentalsof what pxs is Tho. Is the person going from persona to person like how do youtake that that mindset of how you sell to somebody and how you actually get tothe true you know Holy Grill of what marketing sales relationships aresupposed to be, which is one to one love it I hear kind of some of thelines you drew there I see. Obviously personal versus personalized personalis the human to human personalized is the kind of triggered, maybe one to onebut not human to human. So maybe you walk that out a little bit. Did I hearthat correctly, and would you accept the language of what you're talkingabout as human to human versus? Why I used to use one to one for that right?It was me ethen to you greg, that's one to one, but now you start I'm startingto use the language human to human, because one to one could be bottriggered it could be artificially intelligent triggered. It could bethere's so many ways to do one to one that isn't necessarily human to human.So give me anything you got O mad. I go on to dats on this one, so the conceptand is funny before we started off. We were talking about Stishfix, so, let'suse that as an example, you know as a brain that does this really wellpersonalized? Is the use of data to drive somebody through a buying processto take that action right, Netflix does is amazingly well and it's not injest ater purchase, but it's like because consumption of the product, how much dado they have to be able to predict to what the next movies are, that you wantto actually watch Amazon, does a great job right and many commerce companiesdo this where they say: Hey, you're, the data that you have and here's how Iget somebody actually continue to purchase more like. Oh, these peoplethought this would like this. You know or whatever it might be, it makes itfeel like they know you, but is not personal. So that's personalizedpersonal goes back to when we were talking about Cx, which is aboutfeeling it's about the motive resint emotional residence. You create withsomebody to truly bond Onde one to one...

...basis, and actually it's funny. I usedto use human te human as well, but the problem with human h human. Is itreally just talks about the act activity being done between two people?It's not talking about the emotional residence and the bonding that canhappen between two people, which is why o use the word personal personal, hasemotion connected to it versus you know, being personalized which just just likepersona based in many cases or generalizations, and again, indeed ofbe as much harder, because you don't have that depth of data that a BTCcompany typically has to be able to truly make it feel like. Oh, this is areally great buying experience or consumption experience that you'reactually going through there. So personal being personal, and that's whyI all personal experiencees that a personalize the experience is about.How do you really do both of the relevance of you know the relationshiplike Howdo? You actually show that you're actually understanding what thatperson is and how you be relatable in terms of that and that's what we callat the five to nine versus Tha Nineto, five right, like if everybody just saysin the Nineto five, it's like wool, you're relevant you're, telling meabout this product. You have and the things that make it HAPP. You knowgreat for you, but when you really want to get to a personal experience or thePx side of things, you have to be related w. You have to talk to the fiveto nine like who this person is, as a human being outside of you know thenine to five that makes them who they are. That's the creet, that's tha theWecrux of how you actually gets to Beinmov of residence, ND and beingpersonal, really good. I find myself sometimes in semantic lines ofquestioning definitions and things, but once again you rewarded me for it. Ithink I'll, probably you know continue doing that as a habit. It's reallyinteresting. I love the way that you break that down. This is not somethingthat I was planning on. Asking, but where did we lose sight of this like?Where are we like? Why is why does this feel fresh, like whydoes, just feellike a new, totally appropriate approach, when, in fact, it wasprobably how we were doing business like twenty or thirty years ago, likewhat's happened, maybe in your lifetime and mind that has made this feel newand fresh again so think about you know you can sort ofgo back to like the S and is right the...

...door to door sales, people that wouldgo there and you basically are set selling a commonby at that point couldbe like a vacuum cleaner, right and you're, trying to figure out who thisperson is to build some sort of relatebility into one to one. So theperson trusts you right and what happens is and I'll sort of skip aheadhere is that people start using technology and they started saying wowthereare these new channels to be able to reach people. Let me just go playthe numbers game and obviously was working great. You know think aboutemail when it was coming out. You know, even in the s right, you know, and allof a sudden you get like ninety percent, open, raies or ninety five percent openrace. You know gone to those days right now. It's point: Nine five percent. Youknow as you as you get into it and what happened is in this is the fundamentalconcept is that people went to use technology to automate activitiesrather than automating intelligence. If you automate the intelligence, itallows you to then build that relatability and that relevants anymuch more concrete fashion versus you saying. Well, let me just autom me allthe activities that are out there. So what happen is you get all thesedifferent platforms and I'll eve them nameless for now? But you can see thiswhere people sort of, like you know, bastardize the entire usage of allthose platforms to automate as many activities as possible, even down tohow many sales groups and sales organizations think about in terms ofbout. How many activities did you do? Well? What about you going fromquantity to quality? Dad You see, the shift is happening, even if you knowyou dgot and linked in, like I do all the time you're starting to see peoplereally talking about. What's really good Outreakh, you know and what'sreally taking the time and the way I view. That is that if you invest into aperson, they want to know, and they can read within matter of like milloseconds.Did somebody actually invest time into me and secondarily, if you're actuallyinvesting money, which is obviously where ais comes into play, you want toshow that you invested both time and money and allowing them to be theperson you know it's about then not about you. So ewhy is fresh is becauseyou're just going from everything about me, the brand and this where it goesback in the CX thing. If you want to really tie N, is bol on this to youknow about the end recipien and the person you're trying to interact with,because if you just flip your mind, set and say how do I want to be? HOW DOESETHAN WANT TO BE MARKETED TO? How does...

Heten Wang to be sold to, and then yourealize how you're marketing and selling you're just like well there's amassive gap between those two ticts right. So when you think you aboutpersonal experience and how you drive that you gov to be thinking about everyone of those those you know- and I talk about us all time and like I hate theword- touches like it's so creepy and marketing even impressions right likethose two words are very like one dimensional Arri, I'm making anompression on you know touching you and marketing is creepy. You gonlto get ouo n e interaction, which is like a providing value to you, but thenthere's emotional residentes, where you create a moment with those specificfolks. You know at the same time there. So that's sort of my like quick. Youknow Di trive on you know on that, but that's how you get to that. You knowthat that that truth of being personal and howyou actually are driving you know value throughout that that chain love it atone. Another follow up there, which is you know. Obviously, some peoplelistening are in a higher volume, lower value scenario, and so how do you? Howdo you, coach people or how do you think about where the line is betweensomeone? I can actually afford write the margins, permit, the value of therelationship over the long term or even on the initial transaction permits thatI can spend this kind of time and energy and specifically money on a trueone to one basis like how do you? How do you talk to that issue? As you know,the line is different for different people, but you know people are runningall kinds of different businesses with different margins. Yeah wot thing you dos back to r yourpoint on there's different companies that are volume based and there'sdifferent companies that are Look Tho, high volume or low viane based. Youknow, organizations and you can still use the same PX approach right,personal experience, approach across anyone of those you just have to thinkabout. How do you try and drive that in sort of this maturity curf right? Thefirst thing is: If you have high velocity of accounts and high velocityof customers right like ten othousands or hundred thousand of customers, likemany of these companies, do outside Lika sales force, who has like you know,tons of people that are that are backing a lot of that stuff, but itit's a lower ACV or average contract value. You know type of a thing whereit's like fifty bucks a month or something you start Ed thinkng aboutwhat are all those those touches that...

...you have right now. How do you graduatethem to interactions, but even better? How do you get them to those moments?And you do some examples and Mus rolling video into year as like someexamples on how you can actually do this? So imagine, if you are, you knowhigh volume and you're saying okay, I've got my new product. I always putyou know some yew features that are launching every month or eere quarteror whatever it might be, or every day some some people, you know doing someof those things and instead of just being this little like band that says,Hey new feature came here. Imagine that being a a video from your customers,you know success person that saying hey just want to talk to you about this newfeature that we latch A. I think you really like it and Egain you don't evenhave O duse names in that case, but it puts a face to the name right. Sothere's this this level ind sort of graduation and from like very generic.You know informative moments, you know or informantive touch that happensthere to how you actually make it and put a face to a name right n. So avideo is a perfect example of how you can actually use that you know as awayt to make that happen and the same thing col be with any Gor. You know, asyou see whether we know bom bom and Manyof the othersthatare out, there'slike how can you use video to actually already graduated more of a personalexperience just by putting a face to the name? That's one huge Woy, for yoube able to drive that you know as you as you, specidially go and the otherthings you do is you figure out like he's the easy one which is start, whichis something we've been pushing ha lot? Is it's not like people? Don't careabout your brand? They care about the people behind the brand and that's theextension of the feeling. They have go back to PX andcx right, as we eresaying before what of the emails stop coming from the brand and insteadthey're coming from the person, the prod manager who launche the thing theperson who's putting on the wemen are right, thet! Thank you! That's comingfrom them as well. That is a very easy way for you to be able to think aboutthat very much in the high. You know the high velocity. You Know SituationsD, there's many many more examples we get. We Cet, you know Rif off there aswell, it's much easier when you get to the lower volume, you know type ofthings: Areye Hav, hundreds of customers or thousands of customers,and you have enough. You know people support behind that, because now youhave the ability to actually you know take that through yps is very muchabout every department. Has the ability to be able to do this even down to hrwhen how your HR communications are...

...being done, you know and how you thinkabout even slack messages and stuff like there's just ways that you have togo from. You know these generic conversations and messages that arehappening and touches to how do make those in two moments where people feellike they're, actually emotion to connected to that yeah I feel likemoments is such a keyword that you've used throughout the conversation. Ithink you know certainly in comparison to a word like touch. It reallycaptures the same way. Personal makes a separation against human. I want to goback to a question I intended to ask you much earlier in the conversationfor context for folks tell us a little bit about Alice. You know who's yourideal customer. What do you solve for them and what are you all doing thereyeah? So we are, you know a gifting platform. You know if you want to likeput it into simplest. You know fashion, that's there, but it's about it's. Wecall a personal experience platform because we're all about figuring outhow to take those persona based, you know, interactions and put it turn itinto person based interactions right and those moments you know, is what wetry and try and stay there. So we take gifting and we use gifting is a way toinvest into those relationships and then, at the same time be able tounderstand who that person is. You know, use that as a catalyst for you to beable to do that, so we're very much. You know, selling into marketing andused by sales. You know raps to be able to have that one to one this, because i's something else that you notice is that, like if marketing is constantlyreading these programs, you can't get to emotional residencts, because tyoursales people aren't actually bought off on that to jumping ahead here. But,like that's the wholl entire thing, so we use our you know ai and we use youknow a whole hunce of different technology behind the scenes to allowsomebody to create higher quality conversations around. You know what wecall the five to night right, the more we can uncover about the person's fiveto nine and using gifting as a vehicle to be able to do that. The more you canactually stop talking about the weather, an nit. You start talking about yourdog or can be talking about your kids or can be talking about. You know.COLOROO springs right. You know in you're super short to me to the officeright. Noae do before so. That's the whole tire fundamentals behind Alice,so we are very much also focused on enterprise organization, so we actuallysell mostly to you know, companies that are five hundred people or more andstart sweet spot and very much as a CEO...

...about focus. You know: try and driveinto a very specific icpand use that as a leverage point to be able to build alarge business for I've done the previous times. You know with mycompanies and and that's that's sort of the quickens quicking theirdy analyseit's it's going to be little over four years now. You know, since I started itin a coffee shot, you know- and that was that's all I gust and I don't dinkcoffee. So I was actually eating peanut butter bars, which is little five tonine books for either Bossobe love. It do you drink tea. I don't really do HAV beverages and Ireally PA Caftin. If I did I'd, probably be running holler out ofsprings right now and like we doing this in person, but that's I'm prettyHegh energies you probably can tell, but that's by Addin Caffeine to it. I'dprobably off the wall, you know, okay, very good. So let's talk you. I meanone of the one of the phrases that I read. I forget whether it was n on yourLinkedin profileor on the website, but it's human, enhanced, artificialintelligence. Talk about that! Really! You know typically, when most peoplethink about AI, or at least when I do you think how can ai enhance a humandoing his or her role? How can it support? How can it enable? How can itempower so I thought the language is really interesting. Human, enhanced,artificial intelligence, talk about the way that you think about that. So, ifyou think about what we're using AI, you know machine learning and ourtechnology to do it's something that requires you be basically a hundredpercent acturate right and what we're doing is we're saying who is thisperson right? What are Tye attributes about this person? You know that makesthem them in terms of he five to nine and in order to make sure that's ahundred pecent actor. You have to have some sort of a human checking there incase of Anyai. That's out there right now I don't care who it is, what it is.There's always some sort of human augmentation that's happening, becauseunless the training data not to get super dg on you here, but I'm a supertechique. Unless the training data is so vast and constantly you know beingpumped in whe're, also in the AIS able to get to, like you know, a a certaincritical you know, threshold of accuracy, like you have to have humansin that, so most ai inside of inside o...

...btob has some sort of human elementbehind it. Whether it was something like ex Dai. Remember, you know where Iwas like CC amy. I think it was. You know it's like you still hade peoplereading emails behind the scenes and training the data that was going goingon there like this is the reality of what had to happen. There is the samething with us as we get it. You know the system get smarter and SMALTER asit continues to go on and that allows us to. You know to learn more O. that'sthere. So it's sort of the simplest easy way where we don't want to call itlike Ainto somebay things, some magical thing, because the realities I that westill want to make sure that there's a hundred percent are pretty Dan close tohundred percent accuracy. In terms of that, and that's where a human has tohave some sort of of you know override to it awesome, I don't need to get intoany secret sauce here, so obviously guard the answer. The way you prefer,but how are you getting to know the five tonine? How like it's such an? Obviously it's a it's, a big challenging thing.People are complex. People are interesting. People change their ownbehavior overtime, their interest change like like what are some basicson getting to know the five to nine, sothe first thing ill leave some of the secrets sauce out of this. Of course, Iwill. I will I'll, tell you like sort of the higher level stuff right. So thefirst thing is that most people have some publicly available domaininformation. That's out there that we're able to collect right and that'ssocial. Your personal logs, any article, is written about you. You know a lot oftimes. The like you know, corporate corporate biosyou know stuff will havesomething at the end. It's like you know. Even livesin Cowgo springs andBlah Blah Blah. You know all that tind of stuff, it's very easy to find someof that basic information. You know that's out there in the web. You knowright now. There is more to that behind the scenes that actually goes on toactually allow us to actually capture. You know more of that information,that's there, but this sort of the fundamentals and then what our systemsable to do is then to pars it out and have you know, interpretations around?What does this mean this? This person actually lets with the sentiment aroundthat you know the same time, and now you actually put it together and say:here's who this person is right and then that's how o the gifting, wherenot Yo actain, see like that this person likes. You know, dogs orwhatever. That is like that's that's...

...sort of like the highest level. Youknow, basics, you know behind what we do in terms of being able to articulatewith their figs annigtness, but a majority of it is like social base.Tuck right now, with a lot more to come, super will an and anyone that's beeninvolved in social, although obviously it's certainly in a political season,it's used kind of comes and goes and changes, but, but certainly most of tlike when I think about my own digital footprint across multiple socialnetworks and a personal blog there's plenty that someone could get to knowme on, and certainly the human then is to check a little bit on the sentiment.How well was the gift selected? Did the person receive it? Well, howenthusiastic was their response to it, etcetera, and then you have the humanworking together with the machine to train up. Let's, let's double back onvideo, I obviously see video the same way that you do. I think simple, casualconversational videos are so much better in so many circumstances thanmore plan black text on a plane, white box, no matter what screen it's on. Butfrom your perspective, what are some ways that you and your team are usingand or have seen video used to create more personal experiences? I for me, ofcourse it's full. It's full life cycle from before you ever potentially evendirectly interact all the way, through your eight renewal and fifth expansionof the account over years of time, but share some of your thoughts orobservations on it. There's so many places to go with this. So you knowvideo in general, but he just said in terms of like black writing on a on awhite screen, and something is just not. You can't get the motive of motiveresidence around that right. You just can't it's impossible, but, like youknow, take your example on what you did to me. You know in Linkein, you knowwhere you're reaching out, and you give me like a two minute. You know updateus to like what this podcast was going to be about. That was amazing, now knowwbut you are, I can sort of get a sense for who you are. I goin I send for likewhat the PODEST Tey. Like you know. Those are. Those are like very easy,easy things for me to be able to understand. You know as we as we gothere and when you start thinking about...

...all the different places that that canactually come into the actual customer experience or the customer journey rigt.you start off with hat. You said so first off were always using biddy onthe beginning of the stages, because we want to put a face in the name right,that's just an obvious thing and that's whether it's in an email, you knowwhere we actually add to a gift, and you know sort of go to those o the youknow the typical you know, structure, that's there or whether it's in Alis,and we actually also have bevilted ad video into the allise lading pages. Youknow so somebody can get a gift and also see the face of the name. So then,O have the emotional residence and also some relatability to that to that giftitself, Rigana on to one basis, that's there you know or whether it's in thecustomer experience you know cycle right where you're actually trying tojust give like a quick business update as to something that's happening, oryou want to send around like training information. You know to somebofytheusers, you know as as we're going through it or we do product launcheswhere we always use video. You know to be able to talk about. You know, talkabout where we are or you're trying to give an update inside the APP, whichalso has a video from your CS. You know person, you know that's that' Ery asmanager. That's there right so like there's so many different ways for youto be able to use a video instead of just another text. You know thing,that's happening, that's out there. You have to remember, though, that there'sa couple things with video that I always talk about. One is some peoplefeel more comfortable and using video than others right. So there's anelement and the same thing with that we talk about I gifting or same thing. Youtalk about the email, it's like you have to train folks up to be able toactually understand how to use it and sort of get over your fear of using youknow using video on those in those specific cases and there's a lot ofways for o. You get around that. You know where it's something different,more live like this, you know or whether, whether it's you know youdoing the video for a prospect and like did I get that seventy take pred. It'slike the person is not really ging to care whether you messed up the word.It's like that shows human. You know your human nature, you know that's Meu,being personal so or whether it's you know in you giving updates in terms oflike screem chots about what's happening, and you have your you knowyour face where you can actually do that. So I find video is going to beit's such a huge and fletion point, especially in Covid, where you can'tsee people face to face. You know it's something tat tell men actually shorten sale cycles right now to because you've got the ability to actually puta face to the name, and you can actually like talk to multimle people,people actually rewatch it, instead of just you know, seeing the same thing,so I think videos huge we use it. So...

...many different placens Ido Alice. It'sprobably crasy, you know so, but that's that's a that's a a reasonfor us. Actually, you living in breathing personal experience all theway through yeah. It's great. I feel like it just folds right in with theentire conversation you've brought here to the to this episode, because it isabout sentiment. It is about personal relationship, there's even an undertonein one of your earlier responses, it's echoing with me now around when wethink about our attachment to brands in so many cases, especially in B Tob.It's really the attachment to the people who represent the brand, not tothe logo, not to the color scheme, not to the to the you know, webpage copy orthe direct male piece or whatever is to the people behind it. And, of course,video captures all those things, I'm just a quick drive by here for forfolks who have aspirations for what they want to do, maybe in their career,if they haven't, you know been as bold and andaccomplished as you have in terms of starting companies. What di You bringfrom your two other companies into the founding of Alice that you think wasreally helpful, like anything you want to share about that journey. Have I monto go sort of the more sentimental reason you know rout there, becausethere's a lot of things. I learned in terms of being like a nineteen year old,starting my first business right. You know and sort of going through thatjourney, and then you know thinking I do everything and Beeg littlly,gotistical and then sort of. Finally, realizing you know drop that to be youknow, actually good in business, and so the big thing that I took away from thefirst business specifically because I ran that one for a little over a decadewas, you know, I started professional service company, we became you knowvery largey conversagency. So we end up working a lot with. You know some ofthe big e commerce brands, threems calastic. You know CA TCRA and I walkedaway from that business and, like I'm, really proud to see where the employeesall went right. So I felt really good about providing stepping stones forthem. But the end of the day like the brand is gone. The websites we createdwere gone. You know like we made people money, but in the end of the day anddid feel like there was like a real. You know it wasn't really like impacton the world that was there. So when I...

...was looking for what the next businesswas going to be, and I played around a bunch of different startup ideas forabout a year and a half two years or so I started coming back actually well,you know I had my daughter right so all of a suddn Ti'sanother moment whereyou're just like okay, this is like a fundamental shift and Mik. Think it'snot about me anymore, everything's about her. You know and like how I makeTe Goo you to the world o better place for her. So I was like I want to createa business that is rooted in impact, and so I had three key things. Iremember running this down on the original White Board. You know for this.I said I want to figure out how you make the connection between two peoplebetter right so like be given between two people. Better ought to be able tohave create a business that actually is able to get back to the plant whivrthing that it does and I'll make sure that there's a you know, theres a thirdpillar of giving was getting back to those in need, and oey figure out a wayto do that, then, just by growing the business you're automatically going tobe solving for no impact on the world as it goes and now sort of the impitisfor Alice An. If you look at the original. You know the original wlightboard. That was a big piece of that. You know, written up in the toprigtinand corner was like: How do we? How do we indegrde this into theoverall experience? That's there. So you know when you're starting abusiness mission, is it had totally underplayed mission? You know thebeginning was like when you actually have that as the core of the businessfolks want to work harder, because that is a piece of the actual business. Noneof this Frut frui stuff were alo to slap that on later on into the business,but if it's started right from the beginning, like Tom Shoes, you know,for example, right. You know, I think about you know like was doing at thetime right, like those are things that fundamentally started shifting howpeoplewere thinking about you know, merging the business and the and theyou know the the giving back. You know essence of how you want to be in reallife. So that's it and I ward to walk way. Saying like this business issomething that I improve me and show to my daughter. That was like here's, thisamazing outcome and here's The compact that it made on the world. You knowwhat I mean indirectly or directly, you know, and and that's something I don'thear to be prougd of so love it. The role of purpose cannot be overstated atall. It's basically, but as long as it's sincere, which I bee like heresponded to there too, and it doesn't even have to necessarily be as overtlybaked into the business model itself,...

...and then we do a lot here at Bombomwith time and money of our growing team. I think we're about the same that we'reabout a hundred and fifty people. How big are you all now Bo Sam Yeah? So youknow we, it's not necessarily part of you knowwe're not going to market with a you know, ten percent giveback for thesethree. We do it it's just it's just not overt, but the interesting thing isthat people who get really close to us in our company and our people start tounderstand that that's something that we're doing, and certainly every singleteam member knows it into your point. It's why you get on top of that supportticket faster! It's! Why you don't let that phone ring for the third time. Youknow it's like it's all. It all adds up. So I love that. I feel like there's alot of kinship here. I think we see a lot of things similarly, and I think,there's probably kinship between our companies and one day, we'll make it onto your target accountlist what we've grown sufficiently. I really appreciateyour call to focus. I could have gone down so many side roads here with you,because there's so many interesting things and what you're up to is awesomeand but we will call this a conversation is if you were listeningto this and you've enjoyed it so far, I encourage you to check out episode.Nineteen of the customer experience podcast with David cancel anotherfounder in CEO of a Boston based company drift in this case he's also amultiple time founder as you are greg and we calld that episode. Why customerexperience is the only differentiat or left and you'll find some similarthemes? I think in the conversation we don't, of course explicitly talk aboutpersonal experience, but that is really the undertone of the whole thing.That's episode. Nineteen with David cancel or more recently episode.Seventy one with Ed Brialt the CMO at a Primo. We called that onedifferentiating your brand by humanizing. The experience we talkedabout corporate brand being comprised of personal brand. We talked quite abit about video and a number of other themes that we're here in ourconversation today Greg before I let you gard love to give you the chance tothank or mention someone who's had a positive impact on your life or yourcareer. So...

Iwas thinking a lot about this and I'this an easy one. For me, Kelrickan is my idol from you know, early days, youknow in life and its funny. I was thinking about like what businessperson, but I hin he set the work ethic. You know for me just showing up everyday doesn't matter what it is you're paid to play like you know, make sureyou go out there and do the best you can every single day non matter what,including, if you're, injured or whatever it will so he's. Definitely byfar the biggest impact you know on the Woll to me, I love it calls back toyour your third love there, baseball that you listed earlier and does hestill hold the record for most consecutive games play. THAT'S NEV!Really Broken Yeah and, and so humble I mean no bat, flips know you know notshowing anyone up to showing up and doing the work. I love it great example:How about give me a company that you really or a brand that you reallyrespect or appreciate for the experience they deliver for you as acustomer as funny is, I was thinking about a lot different brands. I meanCBS actually as been doing a really good job recently and part of that,maybe because of like the actual like physicians, nd are not dysititions. Ot,the you know the the folks that areactually preparing all the all the prescriptions and even just tha folksin the cash cashigier area and stuff like they just been amazing in terms oflike getting to know me, and you know, see you on a regular basis, but alsothe technology you know and when they're actually emailing you andkeeping you up to Datas to what needs to happen and how they'e bee usingmultiple channels for that to thay just on a really good job. You know recentlyin terms of how they've been upping their game awesome really interestingone. I have not heard that one before and if you're listening and we alwaystype up short articles about these, we give bullet points on what you're goingto learn. We drop in some video clips. If you want to see Dragon, have himbrought to life a little bit more than just a listening experience, and if youwant to learn more about cow, ripkin or CVs I'll have those links to that postto dreg. This has been. This has been great. How can someone follow up withyou or with Alice? Where would you send people if they enjoyed thisconversation? Lindons easiest, although I do get a lot of spam, but you canfind me Greg, SL, st all or gray, at...

...alicecom alyccom super. Thank you somuch for sharing those, I will add those to the post as well. I appreciateyour time so much and I hope you have a great week. I so much Yo thenappreciate it clear communication, human connection, higher conversion.These are just some of the benefits of adding video to the messages yoursending every day. It's easy to do with just a little guidance, so pick up theofficial book rehumanize Your Business, how personal videos, accelerate salesand improve customer experience learn more in order today at Bombamcom Boock,that's Bo, mb, vombcom fuck, thanks for listening to the customer experience.podcast remember the single most important thing you can do today is tocreate and deliver a better experience for your customers, continue learningthe latest strategies and tactics by subscribing right now in your favoritepodcast player, or visit Bombomcom podcast.

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