The Customer Experience Podcast
The Customer Experience Podcast

Episode · 3 years ago

27. 4 Emerging CX Themes on The Customer Experience Podcast w/ Ethan Beute


If you’re a follower of The Customer Experience Podcast, you may have started to notice a handful of common themes surfacing.

Themes - of course - that have to do with providing great customer experience.

Plus, themes that also transcend the business world.

Host Ethan Beute expounds on the 4 major themes we’ve uncovered on The CX Podcast. This episode covers brand experience, the relationship between humans and tech, and more.

Recruiting, hiring and onboarding and then equipping and training and developing and investing in our employees is an investment in our customers. Ultimately, 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. Welcome back to the customer experience podcast. My name is Ethan, but I am your host and in this short episode we're going to run through four consistent themes that have emerged in all of the customer experience conversations we've had so far. Every week we release a new conversation with founders and executives or sales, marketing and...

...customer success professionals, all with one goal figuring out how the best in the business are creating and delivering better experiences for their customers today. It's the single most important thing we can do as individuals, teams and as organizations. It's our most important job, and yet when you walk it out, you start to see immediately that the customer experience is made up of every touch point with our company, with our people, with our product, with our service, with our website, with our mobile APP, with our collateral, with any direct mail we might be doing, with our trade show booth, in the representatives that are staffing the booth. All of these pieces add up to an experience, to the thoughts and feelings that were left with that roll up into the stories that customers may tell, positive or negative, about us and their experience with us. We've released more than two dozen episodes with so many great guests, so many that I'm not going to try to name them all.

You can see them by checking out the customer experience podcast in Itunes or apple podcasts, in Google podcasts or Google play in spotify, or you can check them all out in our blog at bombombcom forward slash podcast. When you listen to a handful of episodes, you're going to recognize one or more of these themes. And the first one is the relationship between brand and customer experience, and I've already alluded to it. I've had a couple branding experts on and folks in a variety of positions talk about this relationship. At this point, I'm of the mind that the two can be used synonymously. Brand experience and customer experience are basically the same because they're both the responsibility of every single team member and they're both made up of the thoughts and the feelings that roll into stories that people tell about us. They roll up into online reviews and word of mouth, but they're based in all of our interactions and the thoughts and...

...the feelings that result from those. The second big idea is the relationship between customer experience and employee experience. I had that conversation with a number of people, but the two that come to minor episode fourteen with Samantha Stone and episode Seventeen with Jonathan Bolton. In addition, as a guest host of the B Tob Growth Show, I did an episode myself on the service profit chain that proves out the causal links from employee experience to customer experience and ultimately to retention and Revenue Growth. If you visit bombombcom forward slash podcast, I'll be sure to add a link into the blog post to that episode on the B Tob Growth Show. I'll also add a link to a great right up in Harvard Business Review about that topic. The quick take is that recruiting, hiring and on boarding and then equipping and training and developing and investing in our employees is... investment in our customers. Ultimately, that a positive employee experience has the natural outcome of a great customer experience as well. So as you listen to the podcast, you'll hear, of course, of how customer experience but you'll also hear about employee experience and how to improve that and the relationship between x and x. The third theme is the relationship between the human and technology. When do we make human touches and when do we make tech touches? Are we over automated and if so, where? Where are the lines between automation and artificial intelligence and machine learning? When do we personalize with automatically slugged in variable data, and when do we get truly personal with something like a one to one video? We talk about this theme between the human and the machine in a marketing context, in a sales context and, of course, in a CS context as well, and I've had that conversation with a number of guests. It naturally emerges. It's very important not just in business culture but...

...also in popular culture at large, and so as you listen to the customer experience podcast, this is one of the themes that runs through many of the conversations we're having. The fourth and final theme here is a big one. It transcends customer experience but has a significant impact on it, and this is a change that's happened over the past twenty years or so. Company control over expectations and choices and channels of communication, all of that control has shifted away from the company toward the customer. The customer now dictates all of these things, and that's why customer experience remains one of our last and best differentiators. Several guests have spoken to this theme, most recently Brian Gilman, a vantage on episode twenty five. Prior to that, David cancel. That was a major theme in Episode Nineteen. He's the founder and CEO of drift and this...

...shift was a theme throughout that entire episode. But the conversation started here on the podcast back in episode four with Joseph Jaffee, who recently released built to suck, the demise of the corporation and how to save it. Really Great Book and one that really illustrates the shift toward customer control. There is so much here for you. I hope you're enjoying it. I know I do. Now the podcast format is an interesting one. You put these episodes out and you're not quite sure who's listening. Unlike so many other channels, there's not a lot of feedback here, so please reach out. Email me, Ethan etch N at Bombombcom. That's just the word bomb twice. Ethan etch A N at Bomb Bombcom, or hit me up on Linkedin. You can find me as Ethan. Viewed again, etch an bee ute. I'd love to connect with you. Who Are you? What are you do every day? What a success look like? What general feedback do you have a about...

...the customer experience podcast? If you have a favorite episode, is there something you'd like to see more or less of? I would love to hear from you. I hope you've been enjoying the podcast as much as I have. If you're not yet subscribed, please do so in your favorite player and if you'd like to see video clips and get overviews of these episodes again, you can scroll through all of them. It's all there for you when you visit bombombcom. PODCAST. Thanks again for listening. 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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