The Customer Experience Podcast
The Customer Experience Podcast

Episode · 1 year ago

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


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.

So I find videos going to be. It's such a huge inflection point, especially in covid where you can't see people facetoface. You know, it's something that's tell me actually shorten sale cycles right now too, because you've got the ability to actually put a face to the name. The single most important thing you can do today is to 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 expectations in a personal and human way. This is the customer experience podcast. Here's your host, Ethan Butte, human to Human Roi focused, artificially intelligent. These are just a few aspects of the approach that today's guest is taking to improve customer experience. For him, a great x is based in PX personal experience, and video can help. By the way, he was CEO and founder of two other companies before becoming CEO and founder of Alice, whose customers leverage human and handstartificial intelligence for gift giving superpowers to send the perfect gift to their most important prospects, customers and employees. Greg Seagull, welcome to the customer experience podcast so much. Even really expoited, excited to be here. Yeah, I love so many themes going on in this conversation. I'm especially excited to talk video with you, which we do sometimes on this show, but not as often as I would like to. But I want to start with you know, you're a Boston guy. You founded three companies in the Boston area and the in the interesting thing I would love to get a quick drive by on is you seem like a tech guy. You've started, you know, e commerce and of course now a personal experience, artificially intelligent company. But your background is a BFA from Bu so you've done 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. What's funny, my I always was an art major, so always have like three loves growing up. It was always art, music and baseball. Those are like the three key things in my five to nine, which will will obviously get to you know here as well. You know, the art side of things was a really interesting start because it taught you a lot about sort of like how to look at things in many different ways. And also what was interesting about art too, especially once I got into more of the design side, was actually figuring out how to use your critiquing so that the teachers would critique you. And it was actually like teaching how to sell, because you actually have to sell somebody. Like why are you using the specific color and why is the design really well, you know, really great and stuff. So it was a it was a good informative start to to doing everything and also because it starts to teach you about like usability and starts to teach you about like, you know, color theory and composition and how to look at things you know and see things through through other lenses than you would not normally see otherwise. So good. I immediately halfway through your response there, I immediately thought about like hitting the road to raise funds for the company, for example, in terms of... managing critiques and Positioning Things, etc. And and I'm sure your pitch deck looks beautiful and congratulations, by the way, and all your success with Alice to date. Thanksaw let's start where we always start, customer experience. When I say that to you, Greg, what does that mean? Customer experience to me is it's funny because I sort of have two different takes on it. One is it's kind of the ephemeral feeling you have, you know, between a you know, a brand in a vendor, right, or brand in a person, you know, whatever that consumer is. But typically the second way look at is like as an organizational level in terms of, you know, all the moments that you're actually adding up in terms of how you feel about the brand and how you actually start to interact with the brand. And then obviously, you know, either by purchase or you know, those feelings that sort of come from that at the end of the day. But it's really, you know, in my mind, on a org by or level or or to person level. That's there. Yeah, well done. I mean you really tied a couple key things there together. One at the emphasis on feeling, but the idea of feeling too thought to action and behavior, right. So I think that really matters. And thinking about it from an organizational standpoint, of course, is the reason we do the show. So that's great. So let's Talk PX personal experience. What is its relationship? Well, you can define it or tea it up however you'd like, and then maybe talk also to about its relationship to X. Yeah, so just going back to customer experience, if you think about it, is very much org to org, if it would be to be. It's, you know, I'm the vendor and then here's the actual company that I'm trying to interact with. And the other piece of that, which I didn't say in terms of customer experiences, it's every interaction you have between that Internet that becomes the feeling, but that's both the people and that's also the product, you know, experience, because you're actually buying that as well. And when you think of that, that's very much like there's many people on the vendor side and there's many people on the actual brand side or the actual customer side effects or, in the case of be to be Toc, you know, it's the individual and then your relationship to all the people and all the product that are actually being sold by the actual brand itself. So when you think of PX, it's basically extrapolating the actual one to one relationships that you have in the customer experience. So the customer experience is very much go back to be. To be is very much made up of, you know, could be ten people on the vendor side and could be fifty people on the on the customer side of things, you know that you're selling and that could be, you know, your cus person, your salesperson, you're a your BDR that's on there, your proterment person, you know, your finance person. And then on the vendor side, you know are all those individuals that are there too, the actual consumers of the of the you know, the the product itself. You know, the purchasers, write the legal team, like all those things add up and what we were really trying to push on here is there's this next evolution of how you drive CX to a one to one basis. So to me, CX as many, as much, very much about the the many too many, or the one too many, you know, type of the thing, and PX is about the one to one and the deeper you make those one to one relationships and those connections between people, the higher the trust value happens on the CX side effects. That's where the feeling becomes amazing, because I can actually drive towards that and we can go...

...into, you know, many different examples as to how I can, how you can take that, including with video, which you know, which we can, you know, de go out on after this. But that's the fundamentals of what PX is. Its Theo is the person going from persona to person like. How do you take that, that mindset of how you sell to somebody and how you actually get to the true, you know, Holy Grill of what marketing sales relationships are supposed to be, which is one to one? Love it. I hear kind of some of the lines you drew there. I see obviously personal versus personalized. Personal is the human to human. Personalized is the kind of triggered. Maybe one to one, but not human to human. So maybe walk that out a little bit. Did I hear that correctly? And would you accept the language of what you're talking about as human to human versus? I used to use one to one for that right. It was me Ethan to you, Greg that's one to one. But now I you start, I'm starting to use the language human to human, because one to one could be bought triggered, it could be artificially intelligent triggered, it could be there's so many ways to do one to one. That isn't necessarily human to human. So giving anything you got, I'm ad I go on for days on this one. So the concept is funny. Before we started off we were talking about stitch fix, so let's use that as an example. You know as a brand that does this really well. Personalized is is the use of data to drive somebody through a buying process to take that action. Right. Netflix does this amazingly well and it's not, I'm just a big purchase, but it's like the consumption of the product. How much data they have to be able to predict what the next movies are that you want to actually watch? Amazon does a great job right, and many commerce companies do this, where they say hey, here's the data that you have and here's how I get somebody to actually continue to purchase. More like, Oh, these people bought this, would like this, you know, or whatever it might be. It makes it feel like they know you, but it's not personal. So that's personalized. Personal goes back to when we were talking about Cx, which is about feeling. It's about the emotive rest, emotional resonance you create with somebody to truly bond on the one to one basis. And actually, I it's funny. I used to use human to human as well, but the problem with human human is it really just talks about the activity being done between two people. It's not talking about the emotional resonance and the bonding that can happen between two people, which is why you use the word personal. Personal has emotion connected to it, versus, you know, being personalized, which is just like persona based in many cases, or generalizations, and again in bet to be it's much harder because you don't have that depth of data that a B to c company typically has to be able to truly make it feel like, oh, this is a really great buying experience or consumption experience that you're actually going through. there. So personal being personal, and that's why we call personal experiences that a personalized the experience is about how do you really do both the relevance of, you know, the relationship, like, how do you actually show that you're actually understanding what that person is, and how you be relatable in terms of that? And that's where we call that the five to nine verses the nine twenty five, right, like if everybody stays in the one hundred and twenty five, it's like cool, your relevant, you're telling me about this product you have and the things that make it happy. You know, great for you,...

...but when you really want to get to a personal experience or the Px side of things, you have to be relatably. Have to talk to the five to nine, like who this person is as a human being outside of, they are. That's the creed. That's the crux of how you actually get to the emotive residents, and being personal really good. I find myself sometimes in semantic lines of questioning definitions and things, but once again you've rewarded me for it's typic. I'll probably, you know, get didn't? You doing that as a habit? It's really interesting. I love the way that you break that down. This is not something that 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? What is this feel like a new, totally appropriate approach, when in fact it was probably how we were doing business like twenty or thirty years ago? Like what's happened maybe in in your lifetime and mind that has made this feel new and fresh again. So think about you know, you can sort of go back to like the S and s right, the door to door sales people that would go there and you basically are set selling a commodity at that point, could be like a vacuum cleaner, right, and you're trying to figure out who this person is to build some sort of relatability and a oneto one so the person trusts you, right. And what opens is, and I'll sort of skip ahead here, is that people started using technology and they started saying, wow, there are these new channels to be able to reach people. Let me just go play the numbers game. And obviously it was working great. You don't think about the email when it was coming out, you know, even in the s right, you know, and all of a sudden you get like ninety percent open rates or ninety five percent open rates. You know, gone to those days. Right now it's ninety five percent. You know as you as you get into it. And what happened is, in this is the fundamental concept, is that people went to use technology to automate activities rather than automating intelligence. If you automate the intelligence, it allows you to then build that relatability and that relevance any much more concrete fashion, versus you saying, well, let me just automate all the activities that are out there. So what happens? You get all these different platforms, and I'll leave them nameless for now, but you can see this where people who sort of like, you know, bastardize the entire usage of all those platforms to automate as many activities as possible, even down to how many sales groups and sales organizations. Think about in terms of well, how many activities did you do? Well, what about you? Going from quantity to quality, and you see the shift is happening. Even if, you know you geek out on Linkedin, like I do all the time, you're starting to see people really talking about what's really good outreach, you know, and what's really taking the time. And the way I view that is that if you invest into a person, they want to know and they can read within matter of like milliseconds, did somebody actually invest time into me? And secondarily, if you're actually investing money, which is obviously where Alice comes into play, you want to show that you invested both time and money and allowing them to be the person you know. It's about them, not about about you. So we're why it's fresh is because you're just going from everything about me, the brand and this is where it goes back to the CX thing. If you want to really tie an I spell on this to you know about the ends recipient and the person you're trying to interact with. Because if you just flip your mindset and say how do I want to be how does the even want to be marketed... How does he even want to be sold to, and then you realize how you're marketing and selling, you're just like, well, there's a massive gap between those two things, right. So when you think about personal experience and how you drive that, you have to be thinking about every one of those those you know, and I talked about this all time, and like hate the word touches, like it's so creepy in marketing even impressions, right, like those two words are very like one dimensional, or I'm making an impression, I'm, you know, touching you, and marketing is creepy. You only get you an interaction which is like I'm providing value to you. But then there's emotional residents where you create a moment with those specific folks you know, at the same time they're so that's sort of my like quick, you know, die tribe on you know, on that but that's how you get to that. You know that that that truth of being personal and how you actually are driving, you know, value throughout that that chain. Love it at one another follow up there, which is you know, obviously some people listening are are in a higher volume, lower value scenario, and so how do you, how do you coach people, or how do you think about where the line is between someone I can actually afford right the margins permit, the value of the relationship over the long term or even on the initial transaction permits that I can spend this kind of time and energy and specifically money on a true one to one basis. Like, how do you, how do you talk to that? Issue is the you know, the line is different for different people, but you know people are running all kinds of different businesses with different margins. Yeah, well, I think it goes back to your point on there's different companies that are volume based and there's different companies that are hig volume or low volume based, you know, organizations, and you can still use the same PX approach, a personal experience approach, across any of those. You just have to think about how do you try and drive that in sort of this maturity curve right. The first thing is if you have high velocity of accounts and high velocity of customers, right, like tens of thousand or hundred thousand of customers, like many of these companies do, outside of a sales sports who has, like, you know, tons of people that are that are backing a lot of that stuff, but it's a lower ACV or average contract value, you know type of thing, or it's like fifty bucks a month or something. You start to think about what are all those those touches that you have right now? How do you graduate them to interactions? But, even better, how do you get them to those moments? And give you some examples, and let's roll in video into hear as, like some examples of how you can actually do this. So imagine if you are, you know, high volume and you're saying, okay, I've got my new product. I always put, you know, some new features that are launching every month or every quarter or whatever it might be, or every day. Some some people you know doing some of those things. Instead of it just being this little like band that says, Hey, new feature came here, imagine that being a video from your customers, you know, success person that saying hey, just want to talk to you about this new feature that we launched. You know, I think you really like it and get you don't even have to use names in that case, but it puts a face to the name, right. So there's this this level and sort of graduation in from like very generic, you know, informative moments, you know, our informative touch that happens there, to how you actually make it and put a face to a name, right, and so videos a perfect example of how you can actually use that, you know, as a way to make that happen. And the same thing can be with any of your you know, as you see, whether you know bombomb and many of the others that are out there's like, how can you use video to...

...actually already graduate the more of a personal experience just by putting a face to the name? That's one huge way for you be able to drive that, you know, as you as you specifically go, and the other things you do is you figure out like easy, easy one, which is starting, which is something we've been pushing a lot, is it's not like people don't care about your brand, they care about the people behind the brand, and that's the extension of the feeling they have. Go back to PX and CX R, as we were saying before. What if the emails stop coming from the brand and instead they're coming from the person, the product manager, who launched the thing, the person who's putting on the Webinar right the thank you that's coming from them as well. That is a very easy way for you to be able to think about that very much in the high, you know, the high velocity, you know situations. There's many, many more examples we get. We get, you know, riff off there as well. It's much easier when you get to the lower volume, you know, type of things. Are you a hundreds of customers or thousands of customers and you have enough, you know, people support behind that, because now you have the ability to actually, you know, take that through. The PX is very much about every department has the ability to be able to do this, even down to hr like how your HR communications are being done, you know, and how you think about even slack messages and stuff like. There's just ways that you have to go from, you know, De Generic conversations and messages that are happening and touches to how do make those in two moments where people feel like they're actually emotion to connect it to that. Yeah, I feel like moments is such a keyword that you've used throughout the conversation. I think you know, certainly in comparison to a word like touch, it really captures the same way personal makes the separation against human. I want to go back to a question I intended to ask you much earlier in the conversation. For Context for folks, tell us a little bit about Alice. You know, who's your ideal customer? What do you solve for them and and what do you all doing there? Yeah, so we are, you know, a gifting platform. You know, if you want to like put in the simplest you know, fashion that's there, but it's about it's we called a personal experience platform, because we're all about figuring out how to take those persona based, you know, interactions and put it turn it into person based interactions, right, and those moments, you know, is what we try and try and say they're. So we take gifting and we use gifting as a way to invest into those relationships and then, at the same time, be able to understand who that person is, you know, use that as a catalyst for you to be able to do that. So we're very much, you know, selling into marketing and used by sales, you know reps, to be able to have that one to one this, because that's something else that you notice is, I like if marketing is constantly reading these programs, you can't get to emotional residence because there sales people are actually bought off on that to jumping ahead here, but like that's the whole entire thing. So we use, you know, Ai and we use you know whole bunch of different technology behind the scenes to allow somebody to create higher quality conversations around, you know, what we call a five to nine. Right, the more we can uncover about the person's five to nine, and using gifting as a vehicle to be able to do that, the more you can actually stop talking about the weather and I can start talking about your dog, right, can be talking about your kids, or can be talking about, you know, color of springs, right, you know, and you're super short commute to the office. Sorry, we're doing before. So that's the whole entire fundamentals behind Alice. So we are very much also focused on enterprise organization. So we actually sell mostly to, you know, companies that are five hundred people are more and start sweet spot. I'm very much, as a CEO,...

...about focus, you know, try and drive into a very specific ICP and use that as a leverage point to be able to build a large business. Right, done in the previous times, you know, with my companies, and and that's that's sort of the quickens, quick dirty analys it's it's going to be a little over four years now, you know, since I started it in a coffee shop, you know, and that was that's all ghosts and I don't drink coffee, so I was actually eat peanut butter bars, which is little. Five to nine books for either. Awesome, love it. Do you drink tea? I don't really do hot beverages and I really don't think caffin. If I did, I'd probably be running a Colorado Springs right now and like we doing this in person, but that's I'm pretty high energy, is you probably can tell, but that's by add a caffeine to it and probably off the wall. You know. Okay, very good, so let's talk. You mean one of the one of the phrases that I read. I forget whether it was on your linkedin profile or on the website, but it's human enhanced artificial intelligence. Talk about that really. You know, typically, when most people think about AI, or at least when I do, you think how can ai enhance a human doing his or her role? How can it support work, how can it enable, how can it empower? So I thought the language was really interesting. Human enhanced artificial intelligence. Talk about the way that you think about that. So if you think about what we're using AI, you know, machine learning and our technology to do, it's something that requires you be basically a hundred percent accurate right. And what we're doing is we're saying, who is this person right? Or are the attributes about this person? You know, that makes them them in terms of five to nine, and in order to make sure that's a hundred and accurate, you have to have some sort of human checking there. In case of any AI 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 because unless the training data, not to get Super Geekey on you here, but I'm a super technique, unless the training data is so vast and constantly, you know, being pumped in. We're also the AI is able to get to like, you know, a a certain critical, you know, threshold of accuracy, like you have to have humans in that. So most AI inside of inside of BTB has some sort of human element behind it, whether it was something like Exta, I remember, you know, where it was like cc amy, I think it was. You know, it's like you still have people reading emails behind the scenes and training the data that was going going on there, like this is the reality of what had to happen there. Is the same thing with us as we get it and you know, the system gets smarterer and smarter as it continuous to go on and then allows us to, you know, to learn more. That's there. So it's sort of the simplest, easy way where we don't want to call it like Ai, into some of the things it's some magical thing, because the reality is that we still want to make sure that there's a hundred percent, or pretty damn close to hundred and accuracy in terms of that, and that's where human has to have some sort of of you know, override to it. Awesome, I don't need to get into any secret sauce here. So obviously guard the answer the way you prefer. But how are you getting to know the five to nine? 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 own behavior over time. Their interest change. Like, like what are some basics on getting to know the five to nine? So the first...

...thing, at least some of the seeker sauce out of this. Of course I will. I will. I'll tell you like sort of the higher level stuff, right. So the first thing is that most people have some publicly available domain information that's out there that we're able to collect, right, and that's social your personal blogs, any articles written about you, you know, a lot of times the like, you know, corporate corporate BIOS, you know stuff will have something at the end. It's like, you know, even lives in colorow springs and Blah, Blah Blah. You know, all that type of stuff. It's very easy to find some of that basic information. You know, that's out there in the web. You know right now there is more to that behind the scenes that actually goes on to actually allow us to actually capture, you know, more of that information that's there, but that's sort of the fundamentals. And then what our systems able to do is then to Parse it out and have you know, interpretations around what does this mean? This this person actually likes? What the sentiment around that, you know, the same time, and now you can actually put it together and say here's who this person is right and then on top of the gifting, where now actually can see like that this person likes you know, dogs or whatever. It is like that's that's sort of like means highest level, you know, basics, you know behind what we do in terms of being able to articulately with a five ninness. But a majority of it is like social based stuff right now, with a lot more to come. Superbollan and anyone that's been involved in social although obviously it's certainly in a political season, it's use of kind of comes and goes and changes. But but certainly most of it, like when I think about my own digital footprint across multiple social networks and a personal blog, there's plenty that someone could get to know me on. And 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? How enthusiastic was their response to it, etc? And then you have the human working together with the machine to train up. Let's let's double back on video. I obviously see video the same way that you do. I think simple, casual, conversational videos are so much better in so many circumstances than more plain black text on a plain white box, no matter what screen it's on. But from your perspective, what are some ways that you and your team are using and or have seen video used to create more personal experiences at it? For me, of course, it's full. It's full life cycle from before you ever potentially even directly interact all the way through your eighth renewal and fifth expansion of the account over years of time. But share some of your thoughts are observations on it. There's so many places to go with this. So you know video in general. What you just said in terms of like black writing on a white screen and something is is just not you can't get the motive of motive resonance around that right. You just can't. It's impossible. But, like you know, take your example on what you did to me. You know, in Linkedin. You know where you're reaching out and you gave me like a two minute, you know, update is to like what this podcast is going to be about. That was amazing. for who you are and get a sense for like what the podcast 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 go there and when you start thinking about all the different places that that can actually come...

...into the actual customer experience or the customer journey. Right, you start off with who you said. So, first off, we're always using video on the beginning of the stages because we want to put a face to the name. Right. That's just an obvious thing. And that's whether it's in an email, you know, where we actually add the gift and you know, sort of go to go to the you know, the typical, you know structure that's there, or whether it's in Alice, and we actually also have the vooted add video into the Alice landing pages, you know, so somebody can get a gift and also see the face of the name. So then, I you have the emotional residence and also some relatability to that, to that gift itself. Right, and Oneto one basis, that's there, you know, or whether it's in the customer experience, you know cycle right where you're actually trying to just give like a quick business update as to something that's happening, or you want to send around like training information, you know, to some of the users, you know, as we're as we're going through it, or we do product launches, where we always use video to be able to talk about, you know, talk about where we are, or you're trying to give an update inside the APP, which also has a video from your cs, you know person. You know, that's that's ARCS manager. That's they're right. So, like there's so many different way is for you to 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's a couple things with video that I always talk about. One is some people feel more comfortable and using video than others. Right. So there's an element at the same thing that we talked about with gifting or same thing you talk about emails, like you have to train folks up to be able to actually understand how to use it and sort of get over your fear of using, you know, using video and those in those specific cases. And there's a lot of ways for you to get around that, you know, where it's something different or live like this, you know, or whether whether it's, you know, you doing a video for a prospect and like it did I get that seventeen take right. It's like the person is not really going to care where they messed up the word. It's like that shows human your human nature. You know, that's me, you being personal. So or whether it's, you know, it's you're giving updates in terms of like screenshots about what's happening and you have your you know, your face where you can actually do that. So I find videos going to be it's such a huge inflection point, especially in covid where you can't see people facetoface. You know, it's something that's tell me, actually shorten sale cycles right now too, because you've got the ability to actually put a face to the name and you can actually like talk to multiple 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 places inside of Alice. It's probably crazy, you know so, but that's that's a that's a reason for us actually living and breathing personal experience all the way through. Yeah, it's great. I feel like it just folds right in with the entire conversation you've brought here to the to this episode, because it is about sentiment, it is about personal relationship. There's even an undertone in one of your early your response, as it's echoing with me now around. When we think 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 to the logo, not to the color scheme, not to the to the you know, web page copy or the direct mail piece or whatever. It's to the people behind in the course, video captures all those things. Just a quick drive by here for for folks who have aspirations for what they want to do maybe in their career, if they haven't, you know, been as bold and and accomplished as you have in terms of starting companies. What did you bring from your to other companies into the founding of Alice that you think was really helpful?...

Like anything you want to share about that journey I have. I'm going to go sort of the more sentimental reason, you know route. There because there'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 that journey and then, you know, thinking I knew everything and being little egotistical and then sort of finally realizing you got to drop that to be, you know, actually good in business. And so the big thing that I took away from the first business, specifically because I ran that one for a little over a decade, was, you know, I started a professional services company. We became, you know, very largely converse agency. So we end up working a lot with, you know, some of the big ECOMMERCE brands, three m scholastic, you know, etcetera, etc. And I walked away from that business and like, I'm really proud to see where the employees all went right, so I felt really good about providing stepping stones for them. But the end of the day, like the brand is gone, the websites we created we're gone. You know, like we made people money, but in the end of the day and feel like there was like a real you know, it wasn't really like impact on the world that was there. So when I was looking for what the next business was, going to be and I played around a bunch of different startup ideas for about a year and a half, two years or so, I started coming back to well, you know, I had my daughter, right. So all of a sudden, this another moment where you're just like, okay, this is like a fundamental shift and like it's not about me anymore. Everything is about her, you know, and like how I make the book in the world a better place for her. So I was like, I want to create a business that is rooted in impact, and so I had three key things. I remember writting 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 people better, right, so, like the giving between two people better. I want to be able to create a business that actually is able to get back to the planet with everything that it does, and I want to make sure that there's a you know, there's the third pillar of giving, was getting back to those in need. And ever I figure out a whey to do that, then just by growing the business, you're automatically going to be solving for impact on the world as it goes and that was sort of the impetus for Alice and if you look at the original the original Whiteboard, that was a big piece of that, you know, written up in the top right hand corner. was like how do we how do we integrate this into the overall experience that's there? So you know, when you're starting a business, mission is it had totally underplayed mission. You know, the beginning was like. When you actually have that as the core of the business, folks want to work harder because that is a piece of the actual business. Now this fruit, fruit stuff, or also need to slap that on later on into the business. But if it started right from the beginning, like Tom Shoes, you know, for example, right, you know, I think about you know was doing at the time, right, like those are things that's fundamentally started shifting how people we're thinking about, you know, merging the business in the in the you know, the the giving back, you know, essence of how you want to be in real life. So that's it. In our walk we're saying like this business is something that I can prove in show to my daughter. That was like here's this amazing outcome and here's The compact that it made on the world. You know what I mean? Indirectly or directly. You know, and and that's something I don't hard to be brought so love it. The role of purpose cannot be overstated at all. It's basically in but as long as it's sincere, which I'd like you responded to there too, and it doesn't even have to necessarily be as overtly baked into the business model itself. And then we do a lot here... bombomb with time and money of our growing team. I think we're about the seems that we're about a hundred and fifty people. How big are you all now? Well, say, yeah, so, you know, we it's not necessarily part of you know, we're not going to market with a, you know, ten percent give back for these three we do it. It's just it's just not overt. But the interesting thing is that people who get really close to us and our company and our people start to understand that that's something that we're doing, and certainly every single team member knows it. Into your point, it's why you get on top of that support ticket faster. It's why you don't let that phone ring for the third time. You know, it's like, is all is? It all adds upside love that I feel like there's a lot 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 will make it onto your target account list what we've grown sufficiently. I really appreciate your 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 awesome and but we will call this a conversation ish. If you are listening to this and you've enjoyed it so far, I encourage you to check out episode nineteen of the customer experience podcast with David Cancel and another founder and CEO of a Boston based company, drift. In this case he's also a multiple time founder, as you are, Greg and we called that episode why customer experience is the only differentiator left, and you'll find some similar themes, I think, in the conversation we don't, of course, explicitly talk about personal experience, but that is really the undertone of the whole thing. So that's episode nineteen with David Cancel Or, more recently, episode seventy one with Ed b realt, the CMO at a premo. We called that one, differentiating your brand by humanizing the experience. We talked about corporate brand being comprised of personal brand. We talked quite a bit about video and a number of other themes that were here in our conversation today. Greg before I let you go, I'd love to give you the chance to think or mention someone who's had a positive impact on your life or your career. So singing a lot about this, and this an easy one for me. Kel Ricin is my idol from, you know, early days, you know, in life, and is funny, I was thinking about what business person, but I think he said the work ethic, you know, for me to show you every day, doesn't matter what it is you're pain to play like, you know, make sure you go out there and do the best you can every single day, no matter what, including of your injured or whatever was. So He's definitely by far the biggest impact, you know, in the role. To me. I love it calls back to your your third love, their baseball that you listed earlier, and does he still hold the record for most consecutive games play? That's not really broken? Yeah, and so humble. I mean no bat flips. Know you know that not showing 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 really respect or appreciate for the experience they deliver for you as a customer? As funny is, thinking about a lot of different brands, I didn't. CBS actually has been doing a really good job recently, and part of that maybe because of like the actual like physicians and are not positions with the you know,...

...the the folks that are actually preparing all the all the prescriptions, and even just the folks in the cash cash your area and stuff like. They're just been amazing in terms of like getting to know me and, you know, seeing you on a regular basis, but also the technology, you know, and when they're actually emailing you and keeping you up to date as to what needs to happen and how they've been using multiple channels for that to that just on a really good job, you know, recently in terms of how they've been helping their game. Awesome, really interesting. When I have not heard that one before, and if you're listening, and we always type up short articles about these, we give bullet points on what you're going to learn. We drop in some video clips if you want to see Greg and have him brought to life a little bit more than just the listening experience, and if you want to learn or about cal ripken or CVS, I'll add those links to that post to Greg. This has been this has been great. How can someone follow up with you or with Alice? Where would you send people if they enjoyed this conversation? Linked it's easiest, although I do get a lot of spam, but you can find me Greg Seal set all or Greg at alicecom Aly seecom. Super. Thank you so much for sharing those. I will add those to the post as well. I appreciate your time so much and I hope you have a great week. I'm so much you can appreciate it. Clear Communication, Human Connection, higher conversion, these are just 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 the official 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 thing you can do today is to create and deliver a better experience for your customers. Continue Learning the latest strategies and tactics by subscribing right now in your favorite podcast player, or visit Bombombcom podcast.

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