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


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 all curious and even in business, you're always a person first. Sowhen you're writing or talking to your clients, or talking to a person, so show that you're human. The single most important thing you can dotoday is to create and deliver a better experience for your customers. Learn howsales, marketing and customer success experts create internal alignment, achieved desired outcomes andexceed customer expectations in a personal and human way. This is the customer experiencepodcast. Here's your host, Ethan Butte. Okay, welcome back to the customerexperience podcast. Today we're going to be talking branding, rebranding in avariety of other topics with today's guests, who brings twenty years of experience inMarketing Development, marketing strategy and marketing communication to this conversation. She currently servesas the vice president of marketing at Revel, a healthcare technology company that uses datato move people to take action for better health. They focus on technology, teamwork and creativity to get that done. Christy Krueger, welcome to the customerexperience podcast. Thank you even it's a pleasure to be on. Yeah, I really appreciate your time and I'm really looking for to this conversation,especially because of your branding background. But will start with your thoughts, toyour or observations or lessons about customer experience at a high level. Yeah,this has been on my mind a lot, so I've been, you know,kind of picking up on different things and I was listening to a podcastinterview between Oprah and Bradley Cooper after he produced and directed a stars born,and if you haven't seen that movie, it's phenomenal, and he was inthis interview saying that, you know, his movie or his art was soimportant to him because of every life it had the opportunity to touch, andI just I just thought that was so cool that people were reaching out tohim and saying, you know, this really made a difference in my lifeand thank you for making this movie. It wasn't just a movie, itwas truly art and it had a message behind it. And I think whenit comes down to a customer experience, it's really it's the opportunity to touchpeople's lives and you know, when you have that opportunity, did you inspirethem in those 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'sthe customers experience. It's their experience that becomes a part of your brand legacy. It's not the brand alone, and really, in the end, that'swhat's the most important thing to center around. That, I think, is truecustomer experience. I love it. It's treating all of these moments,these touch points has opportunities in there, either opportunities you take advantage of tomake the world a better place in to Improve Your Business, or missed opportunitieswhere you know you just maybe took the easy route and let the moment go. You have a really strong brand background in an emerging theme here in theseconversations is the relationship between brand and brand experience and the customer experience. Howdo you some people have said their synonymous,...

...other people say differently. What areyour thoughts or feelings about the relationship between brand experience and customer experience?Are they are the synonymous to you? I guess yeah, I think itstarts with the brand because you know, when you build a brand, youraspirational you're thinking, you know, what kind of experience are they going tohave and it's really the soul of the company is figuring out the why?Why are you doing this? Why are you asking people to come to workand and work this hard? What? What is the purpose that we're allconnected to? And that really then leads to what is your brand promise?Your brand promise is your promise to your customers and how do you live thatevery day? So I think they're absolutely connected. The one feeds out theother. It's just when one starts and the other one takes off. Sotruth number one that I have on here is live and breathe your brand promiseinternally and your brand promise again, is that you know your promise to yourcustomers. What could matter more than that? And I was really inspired by aTed talk by Simon Senek and he talked about how great leaders inspire actionand just really understanding the purpose of your company and then you build off ofthat and figure out what your promise could be to make that happen. Andthat's and your customers are truly connected to when they believe in the promise thatyou're making. And he gives the example of Apple, which we all knowgreat, great company, gives a great customer experience because they're in a communitywith their customers. They believe in this mantra of think differently, and sothey're connected to their customers in that way and that's their promise to them andthey continually deliver on that. And so I really do think brand and customerexperience are tied together and they have to be to be successful. I loveit and you and just going back to where you started to I mean doingit internally not only means that employees need to have that buy in and liveit out so that the customer can experience it, but it gives a senseof purpose and meaning to day to day work as well, which is awesome. We need that as humans. You know, our brand promise that atrevel as we get people to do things that are good for them, andwe made that really simple on purpose, because we wanted it to be forour internal team to really hold on to that and know that the work thatthey do really really does matter. We have it up at every company meeting. We have our mission, which is to make the world a healthier place, and then our brand promise and our promise to our customers of how we'regoing to do that through health actions and get people to do things that are, you know, good for them, and we have that integrated into ourculture and it makes all the difference. And every team meeting we talked aboutclient experiences and any member stories that are new and it's the best part ofthe meeting and it makes us just feel really good about what we do.Yeah, so important and and it's I found in my own work that that'swhen I then that's what I'm reminded of why I sometimes show up early andstay late and work on the weekends and do all these other things that are, you know, they feel sacrificial at...

...times, you know, when Iwant to be in kind of a martyr state, but then when you whenyou can really be reminded of the outcomes, that your mission is actually coming tolife and you're doing the things you aspire to do, it's just sosatisfying it wropes you right back in. So that was your truth number one, where we're doing a little too truths in a lie here. I'm goingto do truth number two because, okayly kind of builds here and it's asso, so so for any when the message, the first the first truthis living and breathing your brand. Promise internally and again Brandon promise are superimportant words and it needs to be true from the inside out. So truthnumber two. Truth number two is treat your customers like humans. And Iget into a lot of trouble with this one because in a baby world,which is the world I play, and you know, everyone says you haveto be buttoned up your your clients or health plans. You know, likeit's very serious. This is people's health and we can't do that. Andit's like, guess what, we can. We're all human, we all wantto be inspired, we are all curious and even in business you're alwaysa person first. So when you're writing or talking to your clients, you'retalking to a person. So show that you're human. And I have acouple of examples. The first one is from ATNT and it's their campaign thatsays just okay is not okay, and you probably heard this one or seeingit, and I'm going to play it now, but it's about getting atattoo. So here we go. First Tattoo. Yeah, relax it,maybe it's going to look okay. Only okay or his boss. I wantto do to too. Mortis in the city. You mean one of thebest tattoo artists in the city, right, something like that. Yeah, aren'tyou supposed to draw it first? Stay in your lane, Bro justokay is not okay, especially when it comes to your network. So Ilove that because it's so true. Well, especially when you're getting a tattoo,we expect more. We want a great customer experience and just working witha company that gives you an okay experience it's just not good enough and it'snot 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, becausethey too believe that just okay is not okay, and this is just agreat example of using humor to connect with your audience and talk about your brandpromise. It's very refreshing. People are connected by laughter, so bring itin. That human element is it can be great when it works well.It's there's a fine line, so you have to be careful with that.Yet the whole series is very, very entertaining. Typically I their comedy writers. Comedy is an easy to do, but when you can do it well, it's super, super effective and it also for me, the thing thatcame to mind is, you know, the desired outcome right. Oftentimes we'retalking about experience, for talking about maybe above and beyond, but there's alsojust this basic give me what I need in this ghost to your promise,which is hey, I thought when I did business with you that I wasgoing to get x, like I was going to achieve. The desired outcomein this case is like just okay,... way short of sorry. Justokay is is even short of okay, or it can be, and sowe 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'ma human, just just be conversational. If you can't do the humor thing, well and you're not going to take that chance, I get it. That's up to you and your brand and what your tone is, butat least be human and talk like a human. I was listening to anHanley, who was on this podcast and I just absolutely love her, bythe way, and she said that content is the holy grill of connecting withcustomers, and I absolutely wholeheartedly agree with that. I have an example ofa company that does that for me and it's Trello. So they are anonline APP that kind of helps with project management and a conbind type style,and they we use that on our marketing team to for project management and helpingus to be organized, and they send this monthly newsletter and it's written insuch a human way that it just goes above and beyond my expectations every timebecause it like reads my mind. It like knows the things that I'm worriedabout her or want to know more about, and every time that newsletter comes Iforward it to the marketing team. I think I've done that like fivetimes in a row and they're like, okay, it must be time forthe Trello newsletter because Christie's sending it out again. But the topics are justawesome for me. It's like mindfulness at work and passion projects and ways thatyou can be productive, but not the typical like here ten tips to beproductive. What you know successful people do in the morning to be productive.It's not the same old, same old, but it's actually digging a little bitdeeper and saying it's okay to be mindful at work. It's okay tohave a passion product and combine that with your work. So it really speaksto me, whoever the blog writer is. Thank you very much. That's awesome. Keep it up and if you're not using Trello, it's a reallycool tool. So yeah, I love it. I use TRELLO. Ialso use a sauna and and it was I agree in Hanley is awesome.I recommend both of her books, particularly everybody rights. I also recommend hernewsletter, which I expect you also enjoy, for it's just just extremely well writtenin and if you miss that episode and you're listening to this one,you can subscribe to the customer experience podcast in any in any player and rollback. It was one of the first five episodes are so so those aretwo truths. I think it's easy to lose sight of the human on theother side because you're typically working to deliver numbers and metrics and gpis and outcomesand it's easy to lose sight of all the human beings that are involved inthat. So I really like truth number too. What is the the brandor the customer experience lie that a lot of people maybe mistreat or overlook.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 nottrue. 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 frontstage to backstage. Everyone creates the experience together and that's why we have 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 of our joband we may not even realize the impact that we're making. So, goingback to truth number one about making sure the team is aware of the impactthat they're having on customers and sometimes your customers, customers in our case,the members and lives that were touching. It just completely changes your mindset andnow you start thinking, well, what if the client was my best friend? What if it was a family member? You know, each interaction I wouldI would pause, I would slow down and I would just take amoment and think how can I make their life better? How can I goabove and beyond? And I think if you come into it with a justa little bit of a tweak to the mindset of like, how am Igoing to impact someone's experience today, and think about them as a human itcan make a really big difference. So it's really not a corporate thing atall. It's a human thing. You know, it's about living your brandpromise and your promise to your customers because you believe in it and knowing thatyou're in a community with your clients. You're in this together, and Ithink that makes all the difference. I love it. It's I mean whenyou adopt that mindset, I 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. Backto the brand, because I think once you are once you have a welldefined brand which is provides a sense of purpose and emission, it does becomeeasier to get everyone aligned. I mean you you basically made the entire argumentfor my going down this sort of producing this podcast in the first place,which is exploring this idea, because customer experience is the single most important andvaluable thing we do, but it's difficult to get people aligned. So Ilove this framework and it kind of tease up a question I have for you, which is, you know, one of the core values at revel isfanatical team work. Huh, talk a little bit about like what does thatlook like practically, you know, like why fanatical? What is teamwork looklike? Kind of how you organized in general, and when did that occurto you all? So, when we were writing the mission for the company, we wanted to incorporate our core values and one of them is fanatical teamwork, brilliant creativity, those are so important to us that we had to weaveit into the mission and we were very specific about what that word would beto describe teamwork, and we finally thought, you know, it's fanatical, it'sit's about putting people first and really working as a team. You know, means we all have great ideas, we all bring this creativity and weneed to trust each other and trust that sometimes will will make mistakes or willtest something and we're wrong. But what... we learn from it and howdo we grow from that? We're an emerging cut emerging company within the healthcarespace. We have a lot of lives to impact and a lot of goodto do. So we want to be as effective as possible and get oursolutions to market as soon as we can, because the more solutions we put out, the more we're helping people. And so the fanatical teamwork is reallypart of all of us believing in the same mission that if we work together, we're not just having a fun time together, but we're also helping people, and there's no greater feeling than coming to work and knowing that you're actuallyhelping people totally. How old is the company? How many people are partof this fanatical team work? Yes, yeah, so we're we've been inthe space for twelve years and we went through a rebrand and so we becamerebel two and a half years ago when I came on board, and wehave about eighty plus people and growing nice. And how are you organized? Approximately? Like are like sub teams within the super team. So we have, you know, a typical leadership team and then we have a marketing team, technology team, product team, HR sales and marketing together, client experiencedteam and probably missing some, but, you know, a pretty typical structure, I would say. Yeah, I would agree. So this moving peopleconcept, like you've mentioned it a couple times. You know, we're movingpeople, I guess, first too thought and then to action. On thewebsite, which, by the way, one of your one of your it'snot a brand promise if it's more functional, practical promise. That probably helps peoplewith these problems identify and say I want to connect with with these people. As we get people to stay in network, we get people to gettheir annual physical, we get people to schedule their next appointment, we getpeople to manage their diabetes, we get people to get their family flu shots. So you're moving people to Action. You know, as VP and marketing, you obviously have a lot to do there in terms of kind of guidingthe process of moving people to new thoughts and new actions and new behaviors.How do you think about that work? Yeah, so there's we have this, you know, two ways to look at the first one is making surethat we have we understand our members. So it's not just the clinical data, but it's also, you know, how do we know them as ahuman like we were saying before, what data do we have that can giveus some insight into their living situation right now, or just making sure wecan even get into contact with them and which methods are the best way thatthey like to be contacted. So that's the basic marketing right. But thesecond part of it is the behavioral science that really drives the messaging and understanding. 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 onesare resonating and then pausing the ones that aren't and using the ones that areworking, so we can change the campaign...

...mid flight to use the types ofmessages that are actually resonating with the audience. And that's why we can get suchgreat outcomes, so good and such a huge value for the for yourkind 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 Rodgersand both really enjoyed won't you be my neighbor? Talk about that like iffor anyone that hasn't seen I think we would both highly recommend. Won't yoube my neighbor, which is a fantastic film that I did not watch alot of Mr Rogers growing up, but always had, you know, now, awareness and appreciation and that just took it for new to look at,to a new level for me. What do you think his message or thatfilm can teach marketers or anyone working in a professional capacity today? I thinkjust 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 your honestself and then sharing that with kids who are growing up in a crazy worldand just being true to yourself and doing the things that are right. Youknow, he would write letters to his fans, to these little kids,to help them understand all the things that we're going on in the world,and he would take time to write those letters and explain them. His wifewould help him with that too, and it was just like imagine if youtook the time to write letters to all your clients, you know, ora subset of them, and really think about the answer and be thoughtful aboutit. So I think he's just an amazing role model and he did somuch for our country and for the youth that you know that to experience hisshow so good. The this it reminds me of another cudwy merging theme onthe show, which is like, you know, scaling the unscalable. Imean, if he can, who because he was watched by millions. Imean he was on television when there weren't eighty five hundred different channels. Youknow, if someone on a making the impact on a national scale can cando that in order to, you know, fulfill probably his own personal mission.I think all of us could do a little bit more. I thinkwe stop ourselves and say how we you know we can't do that at scale. So what would it look like to write a personal note or to senda truly personal video to each one of your customers? Such a good message, Christy. This has been really fun and I am going to give youthe chance, because relationships are our number one core value here, to tothink or mentioned someone who's had a positive impact on your life, for yourcareer, and then shadow you already shouted out Trello, a company that Ialso enjoy as well. I guess I need to pay more attention to theirto their new letters or get on you forward it to you because you're gettingyour distribution list, but but also maybe shout out another company that's doing customerexperience really well. Sure. So the first one to thank you would betoo, an Hanley. I mean I went to her be to be marketingconference last year and just learned so much. Some of them things actually talked abouttoday. We're some things that they talked about, like humor and beinghuman, and it was just so,... empowering to know that the paththat I was on was the right path and I had so many people atthat conference tell me like, keep doing it, what you're doing is right. Yes, people are going to think you're crazy or they're going to thinkyou're doing the wrong thing, but you're doing the right thing. Keep marchingon, and that was really inspiring. So a big thank you to Annefor putting such a great conference together every year and I'm coming again this year. So Nice. And another company that I think is doing the customer experiencewell is is Amazon, because it impacts my life so much. I'm superbusy with two kids running around a soccer practices and Games and tournaments and softballpractice and gymnastics and blah, Blah Blah, and just knowing that I have Amazonat my side to like order things and like, you know, getit in two days is like it's wonderful. And then also having Alexa at homebecause of my kids, can order up music and, you know,it's amazing to me. I never had imagine that as a kid that Icould have this device that would play any song I could think of on demand. They have no idea how good they have. It so good and it'sall just so seamless. You know, it's a movement toward just this ambientexperience where you can just call out into the wind and things happen for you. So cool and and just in to think, you know, if youcould not imagine it at their age and it is normalized at their age,what are their kids going to be doing and how are they going to beengaging with companies and brands and technology? That's a different conversation, not completelyso, Chrissy, I really really appreciate your time and your insights. Youare on the right track. I love that you got that kind of thatvalidation in that encouragement to keep moving in a direction that treats people as people. Really it's the golden rule, which is is represented in every major worldreligion as well as variety of philosophies, which is treat people as you'd wantto be treated, and I think if we can do that in our businesses, that's just a basic foundation for success. How can someone follow up with youor with rebel? Sure you can just go to linkedin and look forChristy Krueger revel health or go to revel healthcom. Awesome. Thank you againso much for your time. Continued success to you. Yeah, thank youso much. Even clear communication, human connection, higher conversion. These arejust 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 theofficial 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 thingyou can do today is to create and deliver a better experience for yourcustomers. Continue Learning the latest strategies and...

...tactics by subscribing right now in yourfavorite podcast player or visit Bombombcom podcast.

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