The Customer Experience Podcast
The Customer Experience Podcast

Episode · 2 years ago

31. Brand Legacy Is a Human Thing (Not a Corporate Thing) w/ Kristy Krueger

ABOUT THIS EPISODE

Marketing is a human driven mission, not a money-making endeavor. When you start by treating customers like humans, you will get better results not only for your company, but more importantly, for your customers as well. 

Kristy Krueger is the lead marketer for Revel, a healthcare technology company that helps people to take better care of themselves using technology.

She sits down with me to share what she’s learned about customer experience dealing with customers who rely on her company’s mission to help them through their most difficult struggles. 

Here are Kristy’s three marketing truths that can make you a better marketer today!

Truth # 1: Live and breathe your brand promise.

Truth 2: Treat Your customers like humans.

Truth 3: Everyone in the company creates the customer experience.

We all want to be inspired. We are allcurious and even in business, you're always a person first, so when you'rewriting or talking to your clients, you're talking to a person so show thatyou're human, the single most important thing you cando today, is to create and deliver a better experience for your customers,learn how sales marketing and customer success experts create internalalignment, achieved desired outcomes and exceed customer expectations in apersonal and human way. This is the customer experience podcast. Here'syour host, eatand beaute. He welcome back to the customerexperience podcast today we're going to be talking branding, rebranding and avariety of other topics with today's guest who brings twenty years ofexperience in Marketing Development, marketing strategy and marketingcommunication. To this conversation, she currently serves as the vicepresident of marketing at Revel, a healthcare technology company that usesdata to move people to take action for better health. They focus on technology,team, work and creativity to get that done. Christi Krueger Welcome to thecustomer experience podcast. Thank you eten. It's a pleasure to be on yeah. Ireally appreciate your time and I'm really looking forward to thisconversation, especially because of your branding background, but we'llstart with your thoughts to your or observations or lessons about customerexperience at a high level yeah. This has been on my mind a lot so I've beenyou, know, kind of picking up on different things, and I was listeningto a podcast interview between Oprah and Bradley Cooper after he producedand directed a starsborn, and if you haven't seen that movie, it'sphenomenal and he was in this interview saying that you know his movie or hisart was so important to him because of every life it had the opportunity totouch, and I just I just thought that was so cool that people were reachingout to him and saying you know this really made a difference in my life andthank you for making this movie. It wasn't just a movie, it was truly artsand it had a message behind it and I think when it comes down to a customerexperience, it's really it's the opportunity to touch people's lives,and you know when you have that opportunity. Did you inspire them inthose connections like that's really going above and beyond? But if youreally want a great customer experience, you have to look at it as it's. Thecustomers experience it's their experience. That becomes a part of yourbrand legacy. It's not the brand alone and really, in the end, that's what'sthe most important thing to center around that, I think, is true. Customerexperience. I love it. It's treating all of these moments, these touchpointsas opportunities and therer, either opportunities you take advantage of tomake the world a better place and to Improve Your Business ormissedopportunities. Where you know you just maybe took the easy route and letthe moment go. You have a really strong brand background and an emerging themehere in these conversations is the relationship between brand and brandexperience and the customer experience.

How do you some people have said they'rsynonymous. Other people say differently. What are your thoughts orfeelings about the relationship between brand experience and customerexperience? So they are these anonymous to you. I guess yeah. I think it starts with the brand,because you know when you build a brand you'R aspirational, you're thinking,you know what kind of experience are they going to have, and it's really thesoul of the company, its figuring out h. Why? Why are you doing this? Why areyou asking people to come to work and and work this hard hat? What is thepurpose that we're all connected to and that really then leads to? What is yourbrand promise? Your brand promise is your promise to your customers, and howdo you live that every day, so I think they're absolutely connected the onefeeds off the other, its just when one starts and the other one takes off so truth, number one that I have on hereis live and breathe. Your brand promise internally and your brand promise againis that you know your promised your customers. What could matter more thanthat, and I was really inspired by a Ted talk by Simon Synic and he talkedabout how great leaders inspire action and just really understanding thepurpose of your company, and then you build off of that and figure out whatyour promise could be to make that happen and that's when your customersare truly connected to when they believe in the promise that you'remaking and he gives the example of Apple, which we all know. Great GreatCompany- gives a great customer experience because they're in acommunity with their customers, they believe in this mantra, F, thinkdifferently and so they're connected to their customers in that way, and that'stheir promise to them, and they continually deliver on that. And so Ireally do think brand and customer experience are tied together and theyhave to be to be successful. I love it and you, and just going back to whereyou started to I mean doing it internally, not only means thatemployees need to have that buyin and live it out, so that the customer canexperience it. But it gives a sense of purpose and meaning to date, aDodaywork as well, which is awesome that we need that as humans. You knowour brand promise that at rebel is we get people to do things that are goodfor them and we made that really simple on purpose, because we wanted it to befor our internal team to really hold on to that and know that the work thatthey do really really does batter. We have it up at every company meeting wehave our mission, which is to make the world a healthier place, and then ourbrand promise and our promise to your customers, of how we're going to dothat through health actions and get people to do things that are, you know,good for them, and we have that integrated intoour culture and it makesall the difference in every team meeting. We talk about clientexperiences and any member stories that are new and it's the best part of themeeting, and it makes us just feel really good about what we do. Yeah soimportant, and- and it's I found in my own work that that's when I then that'swhat I'm reminded of why I sometimes show up early and stay late and work onthe weekends and do all these other...

...things that are, you know they feelsacrificial at times you know whan. I want to be in kind of a marter state,but then, when you can really be reminded of the outcomes that yourmission is actually coming to life and you're doing the things you aspire to,do it's just so satisfying it rotes you right back in so that was your truthnumber one where we're doing a little two truths and a lie here. I'm Goinnado truth, number two, because I really kind of builds here and it a so sofrenny with the Missi the first. The first truth is living and breathingyour brand promise internally and again, Brandon promise our super importantwords and it needs to be true from the inside out. So truth, number two truth:Number two is treat your customers like humans and I get into a lot of troublewith this one, because in a batabe world which is the world I play- andyou know everyone says you have to be buttoned up, your your clients arehealth plants. You know like it's very serious. This is people's health and wecan't do that and it's like guess what we can we're all human. We all want tobe inspired. We are all curious and even in business, you're always aperson first. So when you're writing or talking to your clients, you're talkingto a person so show that you're human and I have a couple of examples- thefirst one is from att and it's their campaign. That says just okay is notokay, and you probably heard this one or seen it and I'm going to play it now,but it's about getting a tattoo to here. We go first, do to yeah relax o may goit's going to look. Okay! Only okay, no worries boss. I want to lead to that toMartis in the city you mean one of the best tets who arist in the city right,something like that. Yeah Taren't you supposed to drive firststay in your land, Bro, just okay, its not okay, especially when it comes toyou ar network. So I love that because it's so true well, especially when you're getting atattoo, we expect more. We want a great customer experience and just workingwith a company that gives you an okay experience. It's just not good enough,and it's not going to fly you're going to go somewhere else, then. So thiscommercial just did a great job. I thought of really connecting with theaudience and letting you know that they're going to go above and beyond,because they to believe that just okay is not okay, and this is just a greatexample of using Hammor to connect with your audience and talk about your brandpromise. It's very refreshing people are connected by laughter, so bring itin that human el elements is, it can be great when it works. Well, there's afine line, so you have to be careful ath that yeah that whole series is very,very entertaining typically, their comedy writers comedy isn't easy to do,but when you can do it well, it's super super effective and it also for me thething that came to mind is you know the desired outcome. Right, oftentimes,we're talking about experience, we're talking about maybe above and beyond,but there's also just this basic give me what I need- and this goes to yourpromise, which is hey. I thought when I did business with you that I was goingto get x like I was going to achieve. The desired outcome in this case islike just okay is way short of sorry.

JUSTOKAIS is even short of Oka or itcan be, and so we need to make sure we at least hit hit the finish line and ifwe can do it above and beyond, even better. Absolutely yes, an example.Number two is, you know, just just talk to me like I'm, a human just just beconversational. If you can't do the humor thing well and you're not goingto take that chance, I get it that's up to you and your brand and what yourtelling is, but at least be human and talk like a human. I was listening toAnn Hanley, who was on this. This podcast and I just absolutely love herby the way and she said that content is the holy grail of connecting withcustomers, and I absolutely wholeheartedly agree with that. I havean example of a company that does that for me and it's Trello, so they are anonline app that kind of helps with project management and like Conbongtype style, and we use that on our marketing team to for projectmanagement and helping us be organized and they send this monthly newsletterand it's written in such a human way that it just goes abobe and beyond myexpectations. Every time, because it like reads my mind it like knows thethings that I'm worried about are or want to know more about and every timethat newsletter comes, I forward it to the marketing team. I think I've donethat like five times in a row and they're like okay, it must be time forthe Trelo newsletter because Christye's sending hit out again, but the topicsare just awesome for me. It's like mindfulness at work and passionprojects and ways that you can be productive. But not. The typical, likehere, tend tips to be producted. What you know successful people do in themorning to be productive. It's not the same old, same Woll, but it's actuallydibing a little bit deeper and say it's okay to be mindful at work, it's okayto have a passion product and combine that with your work. So it reallyspeaks to me. Whoever the BLOGWRITER is. Thank you very much. It's awesome! Keepit up and if you're not using Trello, it's a really cool tool. So Yeah I loveit. I use TRELLO. I also use a SANA and- and it was I agree- Ann Hanley isawesome. I recommend both of her books, particularly everybody writes. I alsorecommend her newsletter, which I expect you also enjoy for it's justjust extremely well written, and if you miss that episode and you're listeningto this one, you can subscribe to the customer experience podcast in any inany player in rollback. It was one of the first five episodes ar so so thoseare two truts. I think it's easy to lose sight of Ha human on the otherside, because you're typically working to deliver numbers and metrics and Kpisand outcomes, and it's easy to lose sight of all the human beings that areinvolved in that. So I really like truth number to what is the the brandor the customer experience lie that a lot of people maybe mistreat oroverlook. Yes, the lie is that if you have client or customer in your title,that you own the customer experience and I'm sure most everyone on thispodcast. If you're listening to this, you already know that that is not true.Everyone in the company owns the...

...customer experience and if you want tohave a great customer experience, your team has to know that it's front stageto backstage. Everyone creates the experience together and that's why wehave jobs. We should be grateful that we can be a part of working together tomake an amazing customer experience, because it's the most important part ofour job and we may not even realize the impact that we're making so going backto truth number one about making sure the team is aware of t e impact thatthey're having on customers and sometimes your customers, customers inour case the members and lives that were touching. It just completelychanges your mindset, and now you start thinking well what? If the client wasmy best friend what if it was a family member, you know each interaction. Iwould I would pause, I would slow down and I would just take a moment andthink: How can I make their life better? How can I go above and be on, and Ithink if you come into it with a just a little bit of a Twik to the mindset oflike how am I going to impact someone's experience today and think about themas a human? It can make a really big difference. So it's really not acorporate thing at all. It's a human thing. You know it's about living, yourbrand promise and your promise to your customers, because you believe in itand knowing that you're in a community with your clients you're in thistogether, and I think that makes all the difference. I love it. It's I meanwhen you adopt that mindset, it can't help but manifest itself, not only inyour behavior, but also in the way that the customer has an experience with anyrepresentative of the company. I love the way that you look that back to thebrand, because I think once you are once you have a well defined brand,which is provides a sense of purpose and emission, it does become easier toget everyone aligned. I mean you, you basically made the entire argument formy going down the Stote of producing this podcast in the first place, whichis exploring this idea, because customer experience is the single mostimportant, valuable thing we do, but it's difficult to get people aligne. SoI love this framework and it kind of tees up a question I have for you,which is you know, one of the core values at revel. is fanatical teamworktalk a little bit about like what does that look like practically. You knowlike why? FAATICAL? What does teamwork look like kind of how you organized in general and whendid that occur to you all? So when we were writing the mission forthe company, we wanted to incorporate our core values and one of them isfanatical teamwork, brilliant creativity. Those are so important tous that we had to weave it into the mission and we were very specific aboutwhat that word would be to describe teamwork, and we finally thought youknow it's fanatical. It's it's about putting people first and really workingas a team. You know means we all have great ideas. We all bring thiscreativity and we need to trust each other and trust that sometimes w willmake mistakes or we'll test something...

...and we're wrong. But what do we learnfrom it and how do we grow from that were an emergenc merging company withinthe Health Care Space? We have a lot of lives to impact and a lot of good to doso. We want to be as effective as possible and get our solutions tomarket as soon as we can, because the more solutions we put out the morewe're helping people, and so the fanatical teamwork is really part ofall of us, believing in the same mission that if we work together, we'renot just having a fun time together, but we're also helping people andthere's no greater feeling than coming to work and knowing that you'reactually helping people totally. How old is the company o? How many peopleare part of this fanatical team work? Yes, yeah, so we're we've been in thespace for twelve years and we went through a rebrand, and so we becamerevel two and a half years ago when I came on board and we have about eightyplus people and growing nice, and how are you organized approximately like,like subteams within the super team? So we have, you know typical leadershipteam, and then we have a marketing team technology, team, product team, HRsales and marketing together, client experience team and probably missingsome, but you know a pretty typical structure, I would say yeah. I wouldagree so this moving people concept like you've mentioned it a couple times.You know we're moving people, I guess first to thought and then to action onthe website which, by the way, one of your one of your it's not a brand ofpromise is more functional, practical promise that probably helps people withthese problems identify and say I want to connect with with these people. Aswe get people to stay in network, we get people to get their annual physical.We get people to schedule their next appointment. We get people to managetheir diabetes, we get people to get their family flu shots, so you'removing people to Action. You know, as VP marketing. You obviously have a lotto do there in terms of kind of guiding the process of moving people to newthoughts and new actions and new behaviors. How do you think about thatwork? Yeah? So there's we have this. You know two ways to look at it. Thefirst one is making sure that we have. We understand our members, so it's notjust the clinical data, but it's also. You know how do we know them as a humanlike we were saying before what data do we have that can give us some insightinto their living situation right now or just making sure we can even getinto contact with them and which methods are the best way that they liketo be contacted. So that's the basic marketing right, but the second part ofit is the behavioral science that really drives the messaging andunderstanding. Why would someone not get a flu shot? Let's make sure that weunderstand what those message things are put them out to that group and thentest them, and then the technology behind the scenes is figuring out,which ones are resonating and then pausing the ones that aren't an usingthe ones that are working. So we can...

...change the campaign midflight to usethe types of messages that are actually resonating with the audience and that'swhy we can get such great outcomes so good and such a huge value for the foryour kind of two layers of clients there. It's a really a benefit to both.We have something in common. We both have great respect for Fred Rogers andboth really enjoyed won't. You Be my neighbor talk about that like if, foranyone that hasn't seen, I think Weud both highly recommend won't Ye, be myneighbor, which is a fantastic film, that I did not watch a lot of Mr Rogersgrowing up, but I always had you know: N W awareness, an appreciation and thatjust took it for a new, took it to a new level. For me, what do you thinkhis message, or that film can teach marketers or anyone working in theprofessional capacity today? I think, just being a good human. I mean he had so much credibility and just honesty-and you know his quote- about the greatest gift- is just being yourhonest self and then sharing that with kids, who are growing up in a crazyworld and just being srue to yourself and doing the things that are right.You know he would write letters to his fans to these little kids to help themunderstand all the things that were going on in the world, and he wouldtake time to write those letters and explain them. His wife would help himwith that too, and it was just like imagine if you took the time to writeletters to all your clients, you know or a ubset of them, and really thinkabout the answer and be thoughtful about it. So I think he's just anamazing role model and he did so much for our country and for the youth thatyou know that to experience his show so good t this. It reminds me ofanother Gud be merching theme on the show which is like Sou know, scalingthe unscalable I mean if he can who, because he was watched by millions Imean he was on television whene there weren't eighty five hundred differentchannels. You know if someone on it making the impact on a national scalecan can do that in order to you know, fulfil probably his own personalmission. I think all of us could do a little bit more. I think we stopourselves and say ohe. You know we can't do that at scale. So what wouldit look like to write a personal note or to send a truly personal video toeach one of your customers, such a good message? Christy? This has been reallyfun and I am going to give you the chance because relationships o ournumber one core values year to a thinkor mention someone who's had apositive impact on your life or your career and then shadow. You alreadyshouted out, Trello, a company that I also enjoy as well. I guess I need topay more attention to their to their NEC letters or get on you forward it toyou, Eso, gitnyour distribution list, but, but also maybe shout out anothercompany that it's doing customer experience really well sure. So thefirst one to thank you would be to and Hanley I mean I went to her B to bemarketing conference last year and just learned so much. Some of the things Iactually talked about today were some things that they talked about likehumor and being human, and it was just...

...so so empowering to know that the paththat I was on was the right path, and I had so many people that conference tellme like keep doing it. What you're doing is right. Yes, people are goingto think you're, crazy or they're, going to think you're doing the wrongthing, but you're doing the right thing keep marching on and that was reallyinspiring. So a big thank you to Ann for putting such a great conferencetogether every year and I'm coming again this year, so nice and anothercompany that, I think is doing the customer experience. Well is is Amazonbecause it impacts my life so much. I'm super busy with two kids running aroundwith soccer practices and Games and tournaments and softball practice andgymnastics and Blah Blah Blah, and just knowing that I have Amazon at my sideto like order things and, like you know, get it in two days is like it'swonderful and then also having a Lexa at home because of my kids can order upmusic, and you know it's amazing to me. I never had imagine that as a kid thatI could have this device that would play any song I could think of ondemand. They have no idea how good they have it so good and it's all just so seamless. You know it's a movement toward justthis ambient experience where you can just call out into the wind and thingshappen for you, so cool and just and to think you know, if you could notimagine it at their age and it is normalized at their age. What are theirkids going to be doing and how are they going to be engaging with companies andbrands and technology? That's a different conversation, that's completely so Christy. I really reallyappreciate your time. Ind your insights. You are on the right track. I love thatyou got that kind of that validation and that encouragement to keep movingin a direction that treats people as people. Really it's the golden rule,which is represented in every major world religion, as well as a variety ofphilosophies which is treat people as you want to be treated, and I think ifwe can do that in our businesses, that's just a basic foundation forsuccess. How can someone follow up with you or with rebel sure you can just goto Linkdon and look for Christy cuger rebel health or go to revel Dashhealthcom awesome. Thank you again. So much for your time. Continued successto you yeah. Thank you! So Much Eten, clear communication, human connection,higher conversion. These are just some of the benefits of adding video to themessages your sending every day. It's easy to do with just a little guidance,so pick up the official book, Rehumanize Your Business, how personalvideos, accelerate sales and improve customer experience learn more in ordertoday. At bombamcom book, that's Bo Mb, bombcom fuck, thanks for listening tothe customer experience. podcast remember the single most importantthing you can do today is to create and deliver a better experience for yourcustomers, continue learning the latest...

...strategies and tactics by subscribingright now in your favorite podcast player, or visit Bombomcom podcast.

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