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 seepeople facetoface. You know, it's something that's tell me actually shorten sale cyclesright now too, because you've got the ability to actually put a face tothe name. The single most important thing you can do today is to createand deliver a better experience for your customers. Learn how sales, marketing and customersuccess experts create internal alignment, achieved desired outcomes and exceed customer expectations ina personal and human way. This is the customer experience podcast. Here's yourhost, Ethan Butte, human to Human Roi focused, artificially intelligent. Theseare just a few aspects of the approach that today's guest is taking to improvecustomer experience. For him, a great x is based in PX personal experience, and video can help. By the way, he was CEO and founderof two other companies before becoming CEO and founder of Alice, whose customers leveragehuman and handstartificial intelligence for gift giving superpowers to send the perfect gift to theirmost important prospects, customers and employees. Greg Seagull, welcome to the customerexperience podcast so much. Even really expoited, excited to be here. Yeah,I love so many themes going on in this conversation. I'm especially excitedto talk video with you, which we do sometimes on this show, butnot as often as I would like to. But I want to start with youknow, you're a Boston guy. You founded three companies in the Bostonarea and the in the interesting thing I would love to get a quick driveby 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 yourdirection? Like what is that done for you? Not necessarily professionally, butpersonally. What's funny, my I always was an art major, so alwayshave like three loves growing up. It was always art, music and baseball. Those are like the three key things in my five to nine, whichwill will obviously get to you know here as well. You know, theart side of things was a really interesting start because it taught you a lotabout sort of like how to look at things in many different ways. Andalso what was interesting about art too, especially once I got into more ofthe design side, was actually figuring out how to use your critiquing so thatthe 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 specificcolor and why is the design really well, you know, really greatand stuff. So it was a it was a good informative start to todoing everything and also because it starts to teach you about like usability and startsto teach you about like, you know, color theory and composition and how tolook at things you know and see things through through other lenses than youwould 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 thecompany, for example, in terms of... managing critiques and Positioning Things,etc. And and I'm sure your pitch deck looks beautiful and congratulations, bythe way, and all your success with Alice to date. Thanksaw let's startwhere we always start, customer experience. When I say that to you,Greg, what does that mean? Customer experience to me is it's funny becauseI sort of have two different takes on it. One is it's kind ofthe ephemeral feeling you have, you know, between a you know, a brandin a vendor, right, or brand in a person, you know, whatever that consumer is. But typically the second way look at is likeas 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 know,either by purchase or you know, those feelings that sort of come fromthat 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 couplekey things there together. One at the emphasis on feeling, but theidea of feeling too thought to action and behavior, right. So I thinkthat 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 TalkPX personal experience. What is its relationship? Well, you can defineit or tea it up however you'd like, and then maybe talk also to aboutits relationship to X. Yeah, so just going back to customer experience, if you think about it, is very much org to org, ifit would be to be. It's, you know, I'm the vendor andthen here's the actual company that I'm trying to interact with. And the otherpiece of that, which I didn't say in terms of customer experiences, it'severy interaction you have between that Internet 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 verymuch like there's many people on the vendor side and there's many people on theactual brand side or the actual customer side effects or, in the case ofbe to be Toc, 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 when you think of PX, it's basically extrapolating theactual one to one relationships that you have in the customer experience. So thecustomer experience is very much go back to be. To be is very muchmade up of, you know, could be ten people on the vendor sideand could be fifty people on the on the customer side of things, youknow 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 ofthe of the you know, the the product itself. You know, thepurchasers, write the legal team, like all those things add up and whatwe were really trying to push on here is there's this next evolution of howyou drive CX to a one to one basis. So to me, CXas many, as much, very much about the the many too many,or the one too many, you know, type of the thing, and PXis about the one to one and the deeper you make those one toone relationships and those connections between people, the higher the trust value happens onthe CX side effects. That's where the feeling becomes amazing, because I canactually drive towards that and we can go...

...into, you know, many differentexamples as to how I can, how you can take that, including withvideo, which you know, which we can, you know, de goout on after this. But that's the fundamentals of what PX is. ItsTheo is the person going from persona to person like. How do you takethat, that mindset of how you sell to somebody and how you actually getto the true, you know, Holy Grill of what marketing sales relationships aresupposed to be, which is one to one? Love it. I hearkind of some of the lines you drew there. I see obviously personal versuspersonalized. Personal is the human to human. Personalized is the kind of triggered.Maybe one to one, but not human to human. So maybe walkthat out a little bit. Did I hear that correctly? And would youaccept the language of what you're talking about as human to human versus? Iused to use one to one for that right. It was me Ethan toyou, Greg that's one to one. But now I you start, I'mstarting to use the language human to human, because one to one could be boughttriggered, it could be artificially intelligent triggered, it could be there's somany 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 thisone. So the concept is funny. Before we started off we were talkingabout stitch fix, so let's use that as an example. You know asa brand that does this really well. Personalized is is the use of datato drive somebody through a buying process to take that action. Right. Netflixdoes this amazingly well and it's not, I'm just a big purchase, butit's like the consumption of the product. How much data they have to beable 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, wherethey say hey, here's the data that you have and here's how I getsomebody to actually continue to purchase. More like, Oh, these people boughtthis, would like this, you know, or whatever it might be. Itmakes it feel like they know you, but it's not personal. So that'spersonalized. Personal goes back to when we were talking about Cx, whichis about feeling. It's about the emotive rest, emotional resonance you create withsomebody to truly bond on the one to one basis. And actually, Iit's funny. I used to use human to human as well, but theproblem with human human is it really just talks about the activity being done betweentwo people. It's not talking about the emotional resonance and the bonding that canhappen between two people, which is why you use the word personal. Personalhas emotion connected to it, versus, you know, being personalized, whichis just like persona based in many cases, or generalizations, and again in betto be it's much harder because you don't have that depth of data thata B to c company typically has to be able to truly make it feellike, oh, this is a really great buying experience or consumption experience thatyou're actually going through. there. So personal being personal, and that's whywe call personal experiences that a personalized the experience is about how do you reallydo both the relevance of, you know, the relationship, like, how doyou actually show that you're actually understanding what that person is, and howyou be relatable in terms of that? And that's where we call that thefive to nine verses the nine twenty five, right, like if everybody stays inthe 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 getto a personal experience or the Px side of things, you have to berelatably. Have to talk to the five to nine, like who this personis 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 beingpersonal really good. I find myself sometimes in semantic lines of questioning definitions andthings, 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 reallyinteresting. I love the way that you break that down. This is notsomething that I was planning on asking, but where did we lose sight ofthis? Like, where are we? Like why is why does this feelfresh? Like? What is this feel like a new, totally appropriate approach, when in fact it was probably how we were doing business like twenty orthirty years ago? Like what's happened maybe in in your lifetime and mind thathas made this feel new and fresh again. So think about you know, youcan sort of go back to like the S and s right, thedoor to door sales people that would go there and you basically are set sellinga 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 ofrelatability and a oneto one so the person trusts you, right. And whatopens is, and I'll sort of skip ahead here, is that people startedusing technology and they started saying, wow, there are these new channels to beable 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 itwas coming out, you know, even in the s right, you know, and all of a sudden you get like ninety percent open rates or ninetyfive percent open rates. You know, gone to those days. Right nowit'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 peoplewent to use technology to automate activities rather than automating intelligence. If you automatethe intelligence, it allows you to then build that relatability and that relevance anymuch more concrete fashion, versus you saying, well, let me just automate allthe activities that are out there. So what happens? You get allthese different platforms, and I'll leave them nameless for now, but you cansee this where people who sort of like, you know, bastardize the entire usageof all those platforms to automate as many activities as possible, even downto how many sales groups and sales organizations. Think about in terms of well,how many activities did you do? Well, what about you? Goingfrom 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, youknow, and what's really taking the time. And the way I view that isthat if you invest into a person, they want to know and they canread within matter of like milliseconds, did somebody actually invest time into me? And secondarily, if you're actually investing money, which is obviously where Alicecomes into play, you want to show that you invested both time and moneyand allowing them to be the person you know. It's about them, notabout about you. So we're why it's fresh is because you're just going fromeverything about me, the brand and this is where it goes back to theCX thing. If you want to really tie an I spell on this toyou 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 behow does the even want to be marketed... How does he even wantto 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, andI talked about this all time, and like hate the word touches, likeit's so creepy in marketing even impressions, right, like those two words arevery 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 whichis like I'm providing value to you. But then there's emotional residents where youcreate a moment with those specific folks you know, at the same timethey're so that's sort of my like quick, you know, die tribe on youknow, on that but that's how you get to that. You knowthat that that truth of being personal and how you actually are driving, youknow, value throughout that that chain. Love it at one another follow upthere, which is you know, obviously some people listening are are in ahigher volume, lower value scenario, and so how do you, how doyou coach people, or how do you think about where the line is betweensomeone I can actually afford right the margins permit, the value of the relationshipover the long term or even on the initial transaction permits that I can spendthis kind of time and energy and specifically money on a true one to onebasis. Like, how do you, how do you talk to that?Issue is the you know, the line is different for different people, butyou 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 companiesthat are volume based and there's different companies that are hig volume or low volumebased, you know, organizations, and you can still use the same PXapproach, a personal experience approach, across any of those. You just haveto think about how do you try and drive that in sort of this maturitycurve right. The first thing is if you have high velocity of accounts andhigh velocity of customers, right, like tens of thousand or hundred thousand ofcustomers, like many of these companies do, outside of a sales sports who has, like, you know, tons of people that are that are backinga 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 orsomething. You start to think about what are all those those touches that youhave right now? How do you graduate them to interactions? But, evenbetter, how do you get them to those moments? And give you someexamples, and let's roll in video into hear as, like some examples ofhow 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. Ialways put, you know, some new features that are launching every monthor every quarter or whatever it might be, or every day. Some some peopleyou know doing some of those things. Instead of it just being this littlelike band that says, Hey, new feature came here, imagine thatbeing 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 haveto 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 likevery generic, you know, informative moments, you know, our informative touch thathappens there, to how you actually make it and put a face toa name, right, and so videos a perfect example of how you canactually use that, you know, as a way to make that happen.And the same thing can be with any of your you know, as yousee, whether you know bombomb and many of the others that are out there'slike, how can you use video to...

...actually already graduate the more of apersonal experience just by putting a face to the name? That's one huge wayfor you be able to drive that, you know, as you as youspecifically 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 alot, is it's not like people don't care about your brand, they careabout the people behind the brand, and that's the extension of the feeling theyhave. 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 fromthe person, the product manager, who launched the thing, the person who'sputting 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 thatvery much in the high, you know, the high velocity, you know situations. There's many, many more examples we get. We get, youknow, riff off there as well. It's much easier when you get tothe lower volume, you know, type of things. Are you a hundredsof customers or thousands of customers and you have enough, you know, peoplesupport behind that, because now you have the ability to actually, you know, take that through. The PX is very much about every department has theability to be able to do this, even down to hr like how yourHR communications are being done, you know, and how you think about even slackmessages 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 tohow do make those in two moments where people feel like they're actually emotion toconnect it to that. Yeah, I feel like moments is such a keywordthat you've used throughout the conversation. I think you know, certainly in comparisonto a word like touch, it really captures the same way personal makes theseparation against human. I want to go back to a question I intended toask you much earlier in the conversation. For Context for folks, tell usa little bit about Alice. You know, who's your ideal customer? What doyou 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 allabout figuring out how to take those persona based, you know, interactions andput it turn it into person based interactions, right, and those moments, youknow, is what we try and try and say they're. So wetake gifting and we use gifting as a way to invest into those relationships andthen, at the same time, be able to understand who that person is, you know, use that as a catalyst for you to be able todo that. So we're very much, you know, selling into marketing andused by sales, you know reps, to be able to have that oneto one this, because that's something else that you notice is, I likeif marketing is constantly reading these programs, you can't get to emotional residence becausethere sales people are actually bought off on that to jumping ahead here, butlike that's the whole entire thing. So we use, you know, Aiand we use you know whole bunch of different technology behind the scenes to allowsomebody to create higher quality conversations around, you know, what we call afive to nine. 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 can actually stop talking about the weather and I can starttalking about your dog, right, can be talking about your kids, orcan be talking about, you know, color of springs, right, youknow, and you're super short commute to the office. Sorry, we're doingbefore. So that's the whole entire fundamentals behind Alice. So we are verymuch also focused on enterprise organization. So we actually sell mostly to, youknow, companies that are five hundred people are more and start sweet spot.I'm very much, as a CEO,...

...about focus, you know, tryand drive into a very specific ICP and use that as a leverage point tobe 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 thequickens, quick dirty analys it's it's going to be a little over four yearsnow, you know, since I started it in a coffee shop, youknow, and that was that's all ghosts and I don't drink coffee, soI was actually eat peanut butter bars, which is little. Five to ninebooks for either. Awesome, love it. Do you drink tea? I don'treally 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 thisin 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 oneof the one of the phrases that I read. I forget whether it wason 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 aboutAI, or at least when I do, you think how can aienhance a human doing his or her role? How can it support work, howcan it enable, how can it empower? So I thought the languagewas really interesting. Human enhanced artificial intelligence. Talk about the way that you thinkabout that. So if you think about what we're using AI, youknow, machine learning and our technology to do, it's something that requires yoube 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, andin order to make sure that's a hundred and accurate, you have to havesome sort of human checking there. In case of any AI that's out thereright now, I don't care who it is, what it is, there'salways some sort of human augmentation that's happening because unless the training data, notto get Super Geekey on you here, but I'm a super technique, unlessthe 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 haveto have humans in that. So most AI inside of inside of BTB hassome sort of human element behind it, whether it was something like Exta,I remember, you know, where it was like cc amy, I thinkit was. You know, it's like you still have people reading emails behindthe scenes and training the data that was going going on there, like thisis the reality of what had to happen there. Is the same thing withus as we get it and you know, the system gets smarterer and smarter asit continuous to go on and then allows us to, you know,to learn more. That's there. So it's sort of the simplest, easyway where we don't want to call it like Ai, into some of thethings it's some magical thing, because the reality is that we still want tomake sure that there's a hundred percent, or pretty damn close to hundred andaccuracy in terms of that, and that's where human has to have some sortof of you know, override to it. Awesome, I don't need to getinto any secret sauce here. So obviously guard the answer the way youprefer. 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. Peopleare complex, people are interesting, people change their own behavior over time.Their interest change. Like, like what are some basics on getting to knowthe five to nine? So the first...

...thing, at least some of theseeker sauce out of this. Of course I will. I will. I'lltell you like sort of the higher level stuff, right. So the firstthing is that most people have some publicly available domain information that's out there thatwe're able to collect, right, and that's social your personal blogs, anyarticles written about you, you know, a lot of times the like,you know, corporate corporate BIOS, you know stuff will have something at theend. It's like, you know, even lives in colorow springs and Blah, Blah Blah. You know, all that type of stuff. It's veryeasy to find some of that basic information. You know, that's out there inthe web. You know right now there is more to that behind thescenes 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 andhave you know, interpretations around what does this mean? This this person actuallylikes? 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 isright and then on top of the gifting, where now actually can see like thatthis person likes you know, dogs or whatever. It is like that'sthat's sort of like means highest level, you know, basics, you knowbehind 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, witha lot more to come. Superbollan and anyone that's been involved in social althoughobviously it's certainly in a political season, it's use of kind of comes andgoes and changes. But but certainly most of it, like when I thinkabout my own digital footprint across multiple social networks and a personal blog, there'splenty that someone could get to know me on. And and certainly the humanthen is to check a little bit on the sentiment. How well was thegift selected? Did the person receive it well? How enthusiastic was their responseto it, etc? And then you have the human working together with themachine to train up. Let's let's double back on video. I obviously seevideo the same way that you do. I think simple, casual, conversationalvideos are so much better in so many circumstances than more plain black text ona plain white box, no matter what screen it's on. But from yourperspective, what are some ways that you and your team are using and orhave 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 potentiallyeven directly interact all the way through your eighth renewal and fifth expansion of theaccount over years of time. But share some of your thoughts are observations onit. There's so many places to go with this. So you know videoin general. What you just said in terms of like black writing on awhite screen and something is is just not you can't get the motive of motiveresonance 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 Linkedin. You know where you're reaching out and you gave me likea two minute, you know, update is to like what this podcast isgoing to be about. That was amazing. for who you are and get asense for like what the podcast like. You know, those are those arelike very easy, easy things for me to be able to understand, youknow, as we as we go there and when you start thinking about allthe different places that that can actually come...

...into the actual customer experience or thecustomer journey. Right, you start off with who you said. So,first off, we're always using video on the beginning of the stages because wewant 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 weactually add the gift and you know, sort of go to go to theyou know, the typical, you know structure that's there, or whether it'sin Alice, and we actually also have the vooted add video into the Alicelanding pages, you know, so somebody can get a gift and also seethe face of the name. So then, I you have the emotional residence andalso some relatability to that, to that gift itself. Right, andOneto one basis, that's there, you know, or whether it's in thecustomer experience, you know cycle right where you're actually trying to just give likea quick business update as to something that's happening, or you want to sendaround like training information, you know, to some of the users, youknow, 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 insidethe 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, likethere's so many different way is for you to be able to use avideo instead of just another text, you know, thing that's happening, that'sout there. You have to remember, though, that there's a couple thingswith video that I always talk about. One is some people feel more comfortableand using video than others. Right. So there's an element at the samething 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 touse 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 foryou to get around that, you know, where it's something different orlive 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 seventeentake right. It's like the person is not really going to care where theymessed up the word. It's like that shows human your human nature. Youknow, 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 andyou 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, especiallyin covid where you can't see people facetoface. You know, it's something that's tellme, actually shorten sale cycles right now too, because you've got theability to actually put a face to the name and you can actually like talkto multiple people. People actually rewatch it instead of just, you know,seeing the same thing. So I think videos huge. We use it somany 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 experienceall the way through. Yeah, it's great. I feel like it justfolds 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 evenan undertone in one of your early your response, as it's echoing with menow 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 representthe brand, not to the logo, not to the color scheme, notto the to the you know, web page copy or the direct mail pieceor whatever. It's to the people behind in the course, video captures allthose things. Just a quick drive by here for for folks who have aspirationsfor 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 ofstarting companies. What did you bring from your to other companies into the foundingof Alice that you think was really helpful?...

Like anything you want to share aboutthat journey I have. I'm going to go sort of the more sentimentalreason, you know route. There because there's a lot of things I learnedin 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 realizingyou 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, youknow, etcetera, etc. And I walked away from that business and like, I'm really proud to see where the employees all went right, so Ifelt really good about providing stepping stones for them. But the end of theday, 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 dayand feel like there was like a real you know, it wasn't reallylike impact on the world that was there. So when I was looking for whatthe next business was, going to be and I played around a bunchof different startup ideas for about a year and a half, two years orso, I started coming back to well, you know, I had my daughter, right. So all of a sudden, this another moment where you'rejust like, okay, this is like a fundamental shift and like it's notabout me anymore. Everything is about her, you know, and like how Imake the book in the world a better place for her. So Iwas 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 theoriginal white board, you know, for this I said, I want tofigure 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 createa business that actually is able to get back to the planet with everythingthat 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 bygrowing the business, you're automatically going to be solving for impact on the worldas it goes and that was sort of the impetus for Alice and if youlook at the original the original Whiteboard, that was a big piece of that, you know, written up in the top right hand corner. was likehow 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 totallyunderplayed mission. You know, the beginning was like. When you actually havethat as the core of the business, folks want to work harder because thatis a piece of the actual business. Now this fruit, fruit stuff,or also need to slap that on later on into the business. But ifit started right from the beginning, like Tom Shoes, you know, forexample, right, you know, I think about you know was doing atthe time, right, like those are things that's fundamentally started shifting how peoplewe're thinking about, you know, merging the business in the in the youknow, the the giving back, you know, essence of how you wantto be in real life. So that's it. In our walk we're sayinglike 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 onthe 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 aslong as it's sincere, which I'd like you responded to there too, andit 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 ofour growing team. I think we're about the seems that we're about a hundredand 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 backfor 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 ourcompany and our people start to understand that that's something that we're doing, andcertainly every single team member knows it. Into your point, it's why youget on top of that support ticket faster. It's why you don't let that phonering for the third time. You know, it's like, is allis? It all adds upside love that I feel like there's a lot ofkinship here. I think we see a lot of things similarly and I thinkthere's probably kinship between our companies and one day will make it onto your targetaccount 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 somany interesting things and what you're up to is awesome and but we will callthis a conversation ish. If you are listening to this and you've enjoyed itso far, I encourage you to check out episode nineteen of the customer experiencepodcast 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 wedon't, of course, explicitly talk about personal experience, but that is reallythe 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 ata premo. We called that one, differentiating your brand by humanizing the experience. We talked about corporate brand being comprised of personal brand. We talked quitea bit about video and a number of other themes that were here in ourconversation today. Greg before I let you go, I'd love to give youthe chance to think or mention someone who's had a positive impact on your lifeor your career. So singing a lot about this, and this an easyone for me. Kel Ricin is my idol from, you know, earlydays, you know, in life, and is funny, I was thinkingabout what business person, but I think he said the work ethic, youknow, for me to show you every day, doesn't matter what it isyou're pain to play like, you know, make sure you go out there anddo the best you can every single day, no matter what, includingof your injured or whatever was. So He's definitely by far the biggest impact, you know, in the role. To me. I love it callsback to your your third love, their baseball that you listed earlier, anddoes he still hold the record for most consecutive games play? That's not reallybroken? Yeah, and so humble. I mean no bat flips. Knowyou 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 youreally or a brand that you really respect or appreciate for the experience they deliverfor you as a customer? As funny is, thinking about a lot ofdifferent brands, I didn't. CBS actually has been doing a really good jobrecently, and part of that maybe because of like the actual like physicians andare not positions with the you know,...

...the the folks that are actually preparingall the all the prescriptions, and even just the folks in the cash cashyour area and stuff like. They're just been amazing in terms of like gettingto know me and, you know, seeing you on a regular basis,but also the technology, you know, and when they're actually emailing you andkeeping you up to date as to what needs to happen and how they've beenusing multiple channels for that to that just on a really good job, youknow, 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'relistening, and we always type up short articles about these, we give bulletpoints on what you're going to learn. We drop in some video clips ifyou want to see Greg and have him brought to life a little bit morethan just the listening experience, and if you want to learn or about calripken or CVS, I'll add those links to that post to Greg. Thishas been this has been great. How can someone follow up with you orwith Alice? Where would you send people if they enjoyed this conversation? Linkedit's easiest, although I do get a lot of spam, but you canfind 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 postas well. I appreciate your time so much and I hope you have agreat week. I'm so much you can appreciate it. Clear Communication, HumanConnection, higher conversion, these are just some of the benefits of adding videoto the messages you're sending every day. It's easy to do with just alittle guidance, so pick up the official book. Rehumanize Your Business. Howpersonal videos accelerate sales and improve customer experience. Learn more in order today at BombombcomBook. That's bomb bombcom book. Thanks for listening to the customer experiencepodcast. Remember the single most important thing you can do today is to createand deliver a better experience for your customers. Continue Learning the latest strategies and tacticsby subscribing right now in your favorite podcast player, or visit Bombombcom podcast.

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