The Customer Experience Podcast
The Customer Experience Podcast

Episode · 2 years ago

46. Developing Customer Loyalty Requires Cultural Empathy w/ Kristin Messerli

ABOUT THIS EPISODE

Millennials are the most diverse generation in U.S. history with 44% of the generation reporting minority backgrounds. 

That means, if companies haven’t figured out how to work with or sell to millennials, it’s best to start— well — now. One idea to seriously consider is cultural empathy.

On the latest episode of The Customer Experience Podcast, I have the pleasure of speaking with an expert and practitioner of cultural empathy, Kristin Messerli

As the founder and CEO of Cultural Outreach, Kristin has a distinguished insight into reaching up-and-coming markets.

Kristin fills us in on:

  • Her definition of customer experience
  • Generational differences in the expectations of companies
  • What millennials need from their employers
  • The value in understanding cultural nuances within and outside of your organization

Resources mentioned in this episode:

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Millennials as employees, one of thethe biggest priorities for them is going to be upward, mobility or skill,development and just team culture. 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 eat them; Beaute, Hey! Welcome back to the customerexperience podcast if you're interested in connecting with young and diverseaudiences as your customers and as your team members youv checked out the rightepisode. Our guest is spend more than a dozen years working on multiculturalsolutions and businesses and in social work. She's worked with severalmultinational social enterprises and she's currently running CulturalOutreagh, a company she founded nearly seven years ago that provides diversity,training, multicultural content, cause driven marketing and more ChristianMasterley. Welcome to the customer experience podcast. Thank you. So muchyeah really love what you're up to really glad this episode started whenwe got the chance to meet in person a couple months back and we share apassion that we will get into later on around using video to connect andcommunicate with people in a more personal way. But let's start where wealways start, which is your thoughts or your definition or anything that comesto mind when I say to you customer experience so customer experience to meis that there, the thoughts and the feelings that you have in usingsomeone's product or in going through the process of using that product, yeaha lot around thought and dealing. I think yeah and it's what we're leftwith. I think that often turns into stories and those types of things aswell. Do you feel like I'm under the impression, and of course I guess I'mguilty in this- that a lot more people are talking about customer experiencenow than they were say four o five six seven years ago, if you observed thatand if so, what do you think about that yeah and it's interesting, because Ithink wwe've expanded that definition so much at this point and we've becomereally passionate about having a good customer experience as the consumer,but I mean I think about Lo on my career. I've always been talking aboutcustomer experience, but not really realizing. That's what I was doing. Italked a lot about how to empathize with the customer and how, to you know,build a connection with your consumers or your clients and through marketing,and I didn't realize I think, until a little bit later on that all of that isabout customer experience. You know so I think were that definition has becomevery trendy, but a lot of people have been talking about it for a whiletotally agree. It's new language for some basic imcritical fundamentals. Forme I came up in brand marketing. So I remember some of my early mentors werwere around brand and branding and...

...really those share those those elementshere, a lot in common again, it's the impressions, your left with thethoughts and the feelings, the stories that you tell other people and all ofthat. So in these conversations on this podcast have come to understand thatbrand experiences can to, and maybe even synonymous with customerexperience, so you're right, it's new language for things that we've alwaysknown we needed to do, but I'm glad it's raised up and you're right thatconsumers are really driving this. So let's get into what you have spent somuch of your life on which is young and diverse markets. Next Gen consumers andunderserved marces, that's some of the language that is on your website andthings for folks that Aren' familiar, I guess before we get there talk a littlebit about cultural out reach and why the focus on these communities inparticular. So I started cultural outreach about five years ago, andpreviously I was working as a social worker, primarily with immigrantcommunities, and- and I did a lot of, I started doing a lot more training withbusinesses on how to work with my clients, because I realized there wasjust this huge gap in communication and how how they were marketing to them andhow- and so it was creating a just my clients for not having access to a lotof the services and businesses that they needed. So in doing that, Irealize there was a big business opportunity, and so I started e thecompany with the focus on training and helping them to develop a lot of theirmarketing efforts as well, and so it's expanded into doing things more. On alike. We develop something called T: a culture map which stands from marketaccess plan and so we'll evaluate a company in eight different areas, fromeverything, from digital to their customer experience to their theircommunity outreach efforts and and different components, theyre hiring andall of that to see how they're effectively reaching those markets and-and so that's something that we're able to repicate an in different actualcities and with different businesses, and so we focus ot on the trainingpiece and then doing the culture maps and and some other consulting projectsaround customer experience or Erviewser interface, design and things like thatthat help a company or a product really connectd with the customer. I reallyappreciate that the idea that you took your background n, your experience,obviously have a passion for these communities through the social workthat you were doing and you identified the business opportunity and just ranat. I think that's awesome so again going to the language that I've seen onyour website and maybe even on your linkedin profile. I forget, but youknow, young and diverse next generation underserve like talk about the types ofpeople you're focused on as employees ind customers for the businesses thatyou're working with. So I really depends on on the business, but intoday's market we have, I think I ninety two percent of population growthis coming from multicultural families and ind consumers, and so andmillennials who everyone is trying to reach. As a business. mearly half ofmonnials identifies ethic minorities,...

...so I think it's important that wereally pay attention to the fact that we're looking at age diversity we'relooking at at a a lot of diversity from an ethnic standpoint, socioeconomicbackground, all of those things that really play a factor have't. That playsa it's a significant factor in thinking about how someone is going to connectwith your message and how your content or your communication or experience isgoing to really connect with that audience. And so we look at all acrossall of those areas but focus a lot on the speciallyeconomic, ethinicity andage differences. Awesome. I think I gev so many so many fellow questions here.One is around generations, you know, you know we obviously cut them. I amJenx when we slice populations at a certain point. You know: When does thisgeneration and where's the other one start in your experience andobservation. How generalized are the differences between boomers X,millennial, Genz Etcet, like talk about just that, go to the age part a littlebit and are the real fundamental differences there yeah? There reallyare differences. I mean, I think it's important tha we realize we're. Allhuman beings were all wanting the same types of things, but I think inm,looking at the generational differences, especially when you get to aroundthirty and younger as a consumer, they are using technology and grup out withtechnology and just a very different way than previous generations had. Sowhile we might all want, I'm I'm thirty two, but while we might all want thingsquickly and we want to use technology the way for someone that grew up usingthis at five years old, you know it's, they have a different way of using techand they're they're going to have different expectation. So some of thebig ones that I found are are that expectation for efficiency and goodquality user design, useur interface and design. That expectation forresponsiveness is huge with it with a younger audience. They are, if youdon't, respond right away or they they're not able to access someonereally quickly. They move on so much faster than someone from a previousgeneration and a few other value differences there or expectations. Iguess woatd are around the the trust factor because I think formillennials having having entered adulthood during or right after thefinancial crisis and housing crisis and and for a variety of factors. They havetheir way less trusting than previous generations were, and so building thattrust through community involvement through the humanizing factor likevideo things like that, that's a really big need for a millennial consumer.That differs, I think, a lot from previous generations, and so do youfind that the folks you're working with struggle to I mean these are thingsthey would need to do for their business regardless. But maybe the factthat this group of folks is now in their target customer population, theyhave disposable income now, and so now...

...they need to theyre forced to make someof these changes to stay relevant yeah. It's really interesting. I think Istarted my business at a time when people still our companies had kind ofthe option of doing that they were thinking. Oh Yeah. I do want to be moremodern and update, update things, but now it's becoming urgent, and so Ithink, because of that shift and wealth, and all of that people and companiesare really seeing that immediate need for updating their design and TNOT.Just like you know, having the tech, butthey have to make sure their website and their APP and everything is reallytight and very has a very clean, modern design and that all of their salesprofessionals or their company is using customer views and being active on. Youknow having a good presence on Yelp and whatever customer view sites they areusing, but those types of things have become an absolute necessity and aurgent need, and so we've seen that shift over the last few years,something that we've talked about a lot on the show here is the relationshipbetween, although not enough, we haven't talked about this enough. Therelationship between customer experience and employee experience theidea that a great customer experience starts with a great employee experienceengaged employees satisfied employees, employees with clear direction, butalso a lot of you know support that they need. So Iwould guess that this generation and these demands are probably translatingfor employers as well. Can you speak to the kind of the recruiting hiringonboarding engagement, etention process, not of the customer, but the millennialas team member or employee yeah? So millennials as employees, one of thethe biggest priorities for them is going to be upward, mobility or skill,development and just team culture. And so that's something that I think issurprising for a lot of companies. It's honestly been very surprising for me asan employer, even because I you don't realize how important those littlenuances are, of making sure that you're impately feels truly engaged in the inthe company they feel like they have ownership over their projects. Theyfeel like they're having a positive impact in the world through the workthat they're doing and all of Tho th those feelings and that employeeexperience drives their productivity, and so I think, thinking more aboutteam culture and not, it doesn't have to be like having a pin, pog table andyour in your office. But and for me I mean all my employees are remote, andso you may have a remote team as well, but but making sure that you'reconstantly on an individual level. You have strong mentorship and you'R you'rebuilding a team culture there, and so I think that one is a big factor and thenalso I mentioned at the beginning, t that upward mobility and skilldevelopment as a big deal with...

...millennials, and I think the income isgoing- is continuing to shift toward being a higher priority, but theyounger they are the more they value having the skill development aboveactually what they're getting paid and so but the opportunity to make more theopportunity to climb in either rinks or business or business opportunities orlearning new skills are a huge factor for how satisfied and how productivethey are, as employees yeah. It's really interesting. I've noticed thatmyself, a significant interest in titles and structure in particular,seems to be more meaningful than I ever remember like in my coming up. It'slike you know, even sometimes even separate from a skill developmentconversation. You know it's like when we talk about growth in a one on onesetting and it's like and look at all this growth, but you know, but thetitles the same, and so I don't might not feel like. I have enough externalor extrinsic signs or motivators to. Let me know that I am actually makingthis progress. It's been to that. I would say there is adifference that I've noticed oer the past, maybe five six years. I know thatis a big one and I think it's that validation of feeling appreciated. Youknow that you, you were recognized as okay did all this work and- and yourecognize me- and I know a lot of- We get made fun of a lot as a millennialsfor being the snowflake generation or participation trophy generation, and Ithink there's there's truth to the fact that we do want to. We want our mentorsand our employers to to recognize that we diddo a good job, you know D and that can go a really long way for theirproductivity. So I found that in you know, in that kind of mentorship andrelationship. If you acknowledge them and honestly this is regardless of agethat it just is needed, I think more with a younger generation, but in ateam meeting. If you highlight someone for giving a good customer experiencethat week can and hand them a you know: Five dollar starback skish card thatcost you nothing and barely any time, but that's going to make everyone. Youknow just realize how important that is and and feel more appreciated everytime they get that and then on an individual level. You know yeah givingthe constructive feedback and that kind of thing, but always really beingconscious and spending time in highlighting the good things thatthey're doing and so actually I have a client that feelskind of like an employer to me right now and- and he is, he constantly onlyshares those things that are negative. That, like need to be changed, you knowand- and I get it nd- I try to always fee like right, thick skin. Here I go,but but it feels so good when he says something positive that I do that. Ithink man ite. I heard that a little bit more. I know I would be moremotivated and it's just a it's learning. You know our psychology and what'sgoing to make us more productive and more loyal to you as a an employer, sogood the IT reminds me of we've been...

...doing this exercise, Steve passinelyour CMO and my co Authoron recumanizeyour business, which is aboutsimple personal videos, started this and, and I'm going to. I picked it upand done it with him, and I will steal it from him whenever I'm presentingwithout him and where we stop it like in a longer format, we'll stop andwe'll do a fifteen minute like working break and will challenge people just toget out their phones and will coach them through it to record just a simple.Thank you, video think of someone who is meaningfully meaningful to you, likethe first person that comes to mind record a quick, simple, sincere videomessage and send it and then, at the end of the break, we do like a fivedepending on how much engagement there is five or ten minute kind of breakdown, and we share people's stories because people, some people are gettingreplies like right away in real time and no joke. There are tears, there'sin on the recipient side and sometimes even on the center side. Like this, youtotally turn my day around. It's so interesting. I'm glad you mentionedthat that at least the appreciation piece transcends age in a real real way,because I don't think any of us. Here's thank you enough and it's a simplething. We can do to engage our employees ind our customers much moreoften and videos a great way to do it, because it's a Asinchronis, it's you infull in person. It's not you see. Thank you type down. The screen is just notthe same thing, because it's that difference that you can feel right. Itallows them to be seen and heard looking them straight in theiy. It'sjust super super powerful, and I would expect that you're like me and that youthink about that all the time like o man, I really appreciate that he didthat. It's like this fleeting thought as you're walking down the street orgoing up the stairs, a Rin of the case may be, and turning that into action isthe gap that really separates. I think and will continue to separate goodorganizations from great organizations in terms of the people that theyattract and retain yeah. That's so true, I actually have a couple videos savedon my phone that I will look at every now and then because a client, a coupledifferent clients sent me a video follow up after something saying youknow, I just really appreciate the training that you did and we you know,sharing something that was meaningful and it was just so powerful. It tookthem. You know thirty seconds to put that together, but I am like Yan.That's that's what I do this for is for someone to to have a change in theirbehavior or has some kind of impact, and for you to communicate that on apersonal level is a huge. It's a really inspirational experience Ye. It's great.Do you have any other thoughts on video while we're here, you know, I did notknow when we met that that you were very familiar with what we do and atthat you have some of your own stories of you know positive responses andthings. What have you seen in terms of video, the rise of videon, inparticular this rise of simple personal video? Where have you seen it go well,do you have any stories that that you love to share or anything like that?Yeah man? I talk about this a lot because I do think the personal videois such an important touch and actually in talking about millennials andunderservice communities, a big factor there is about building trust andbuilding that personal connection, and when you realize that someone isresponsive and someone that you can...

...trust and that they're going to be agood guy to through this process. It changes everything about that. That'sthe customer experience that we want, and so by providing those videos thateither are a short video response to a question they had like. You knowsomeone might text over some question and you respond over video and say hey.I Wante to explain this Bloh Blah like that is an awesome customer experienceand then allows them to watch that on their own time and not feel like theyhave to schedule a call the go, call whatever and then also building thatconnection through video calls. Instead of being on a a phone call, you justschedule a video call and you're able to build that relationship so muchbetter. So I think I mean a few of the Gret. Of course tons of success storiesabout that, because this is a lot of the things that I teach on, but youknow even sharing little birthday. Videos like whenever its someone'sbirthday- and you say, Hey just want to tell you happy birthday. Whatever I'veI told people to do that, and people rite send me screen shots of peoplesaying I can't tell you how much this meant to me, and this is so cool thatyou would do that and it just it's bring it rehumanizing Ebas, as I loveAlove, what that can do to someone's life and and, of course, yourbusinesses, when, when you are able to connect on that human level, it changeseverything for the consume humor and for developing that kind of loyalty.It's so right on. I love that and I'll just tack on one more there, becauseyou just kind of mentioned it for folks who are listening and theyre thinkingabout doing simple personal videos. If we we're wondering when would I do this?How would I do this? How do I operationalize and all that kristenjust gave you a really really great use case and it's happening to you inlinked in every day, you're, seeing birthdays and facebook for that matter,birthdays, you're, seeing new positions or promotions and those kinds of things,and you could just join the herd and click the like button or drop a little.You know comment and that's good. You shouldn't not do that, but taking thatextra step of looking someone in the eye and maybe telling a little story orhaving a personal note about how I hope you get to that great restaurant, thatyou love. That always has that Kianti that you that you can't stop talkingabout. I hope you enjoy that tonight, because it's your birthday or you knowsomething you gradually atory man, it's. I can't believe wewere working togetherten years ago, and and now here you are running this particular part of thisoperation- t this cool company, whatever the case may be, like yoursocial feeds, are filled with reasons to reach out with simple personalvideos so and it's an easy place to start, as is thank you. That was good.I'm glad we could do a Passoun video, and I appreciate your enthusiasm, for Ifeel the same way, and I think you know it's just bringing this pendulumswingback or this balance back to the you know. We do want the efficiency ofdigital experiences where they're, anticipating our needs and it'sseamless and we're working toward friction list in terms of gettingsigned up or moving from here to there or knowing what's going on and allthese other things. But what goes missing in that scenario again. Is thathuman touch, and so I'm I'm glad that you're out there as a champion of it asI am. I want to talk a little bit about...

...a phrase that you offer culturalempathy. You just double back on that a little bit talk about what that means,and maybe talk about what that means from an operational standpoint forfolks that are with us here at this point n the conversation like I likethe sound of all of this, I am working with a team of people whoaren't necessarily young or from underserved communities or markets orwe're not. We don't have a variety of cultures represented in ourorganization. What is cultural empathy mean and what are some ways that wemight be able to operationalize it? The cultural empathy is all aboutunderstanding. T E, the mindset of another individual, so empathizing isobviously like kind of putting yourself on someone else's shoes. When I talkabout cultural empathy, I mean that from either an organizational level orin kind of what we were talking about like operationalizing something on a ona business level. So you might think about customer experience is a certainelement of that where you might deliver customer your customer experience in acertain way and thot realize that that's not connecting with certaindemographics, like that's, not resonating with millennialso. That'snot really resonating with your non English speaking clients, and, and so,how do you empathize and understand, where they're coming from and what isgoing to connect with them and then make those adjustments and the samething goes from an employment standpoint bu one of the really simplethings that I learned early on. What really triggered me kind of thinkingmore about this was when I was a social worker. I was working a lot withimmigrant communities D and I a lot of Spanish speaking individuals and Ispoke Spanish fuently, but I was not connecting well with them and I washaving a hard time building that trust and- and so, but I realized that it wasbecause I was treating them the way that I would want to be treated. And-and so you know, you think the golden rule is a good approach, but it doesn'twork in business a lot of times, and so I need to think about how not how totreat them. The way that I would want to be treated but how to treat them theway that they want to be treated. So in that instance, I was thinking ty werethem I'd be wanting to get through these appointments really quickly andefficiently, because I value my time, but for a lot of my clients, they werewanting to get to know me and and build they've, had a strong value ofpersonalism and wanted to sit down and chat a little bit before we got down tobusiness, and so when I made an adjustment and started just you knowchatting for a little bit having a cup of coffee not being on my computerright away and within five minutes. I saw just a crazy difference and therelike the way that they would open up to me and, and we saw their outcomes, justgo through the roof like we had a little. You know sporing model and thewhole office was like what is happening. How did everyone just like boost likelike this and and I realized in understanding those kind of culturalnuances of your customers, of your employees across the board? You canbuild these connections that have...

...really meaningful results and so, ofcourse, they've replicated that in I started then in health care andworked with a lot of hospitals in that area and then got into mortgage andhousing and- and it's been we've seen huge results just by thinking moreabout cultural empathy in your customer experience and these other areas ofbusiness. So if someone so they recognize the the that they're notconnecting as you did. I love that personal story and just how theycreated this kind of Aha moment for you. That then immediately became somethingyou could act upon. What are what is an approach to start understanding someot,maybe maybe of these pockets of customers- that you don't evenrecognize that are maybe they're not engaging with the service or theproduct at the same level. And then you come to realize that there's maybe acultural gap like Doyou survey. Do you do customer interviews like what aresome of the tools for folks that maybe are like Gosh? Maybe that's what'sgoing on over here in this part of my business, like what are some approachesto get at it yeah. So definitely, surveys and interviews are reallyhelpful. I'm working on a project right now and updating someone's userinterface, Pora technology and and we started with realizing okay, likelooking at the different demographics of their customers and then doing asurvey of people from those demographics, and we particularly werelooking at one area that was not engaging with the product very well,and so we developed a a survey and I use M cush. I think it's Asym, but thethere's a bunch of online survey tools that you can use that are reallyvaluable and you can narrow in specifically on a on a market segmentand then look at the insight that they had, and here we were able to see whatthey valued about working with this particular provider and what theyvalued like. Wath, their perceptions were throughout the process and, and sothose kinds of insights help you to make adjustments and then, but alsowalking with a particular customer and talking with them and seeing where theymight have questions along the way that are not being answered or or eventalking with people that are experts or would provide input on how a particularmarketing fire is going to resonate with that audience. I mean some ofthose just really olitative research that can be really helpful for. In oneexample, we there was a home byour seminar that people are doing in theKorean community and- and I didn't realize that, like a lot of the colorsand t, they had the language all right and, and they were distributing itcorrectly, but the even the design of that fire just didnot appeal to thet audience, and so, instead of like the traditional marketing fire,they change it up to be more reflective of Krean culture and, and it made ahuge difference in how many people turned out for that event. So littlethings like that on how you display content can just by interviewing peopleand talking with people, you can find...

...out how that's going to resonate orconnect yeahnd. You also offer there. The A lot of the research has been donealready. So if you, if you can't or don't want to or maybe you're goinginto a new market, therere resources that you can hit up to at least play tothat that curn without doing the homework yourself, Noa yeah, I meanthere's tons of stuff available without doing that. There's a lot of you know,reports out there and, and even just sometimes just talking to someonerepresentative of those markets, a few people can give you a lot of insight. Ilove doing the actual research side, but- and you can always talk to meabout doing that, but we don't always have to dive in that deep. It's good!You talking right about social media, about partnerships and other ways tobuild connection into communities that you want to understand better and wantto understand you better. You have any tips around social partnerships or anyother any other. Besides the immediate transactional stuff of you know,websites and forms and ad add materials and things yeah, so I I mean I talked about social media justbecause it's another communication point. You know an access point. Sofrom that same point, it's just to me, I'm not like the social media, gue oranything, but I'm all about anyone that you meet. You need to follow on socialmedia and you know because it then it builds that connection and you'rebuilding a another point where they can build a relationship with you bywatching you on social media or engaging with you and vice versa rightand vice versa, very importantlye, yeah vice versa, and but on the communityrelationship side. I think that's one. That's really overlooked from mostbusinesses, community partnerships and relationships and what that looks likeis forancise. If you're wanting to reach the millennial audience it'sidentifying, who are influencers in that community, maybe it's an employerthat hires lots of millennials. Maybe it's a coffee shop owner and O R coffeeshop and we work location or you know, areas that are are reaching thosesegments and then building relationships. There and finding waysthat you can insert yourself or your company provide some kind of service orvalue. That's going to reach them or young professional organizations and same thing goes for if you're wantingto better reach the Hispanic and Latina market, then identifying communityinfluencers and nonprofhits that are serving those communities and buildingthose relationships offering a service or value there over time and becomingan active member in participating there. So those are the types of partnershipsI think go ar really long way in building networks and inroads intocommunities that are often underserved totally agree, especially about the inperson stuff. I mean there's just nothing better than spending a fewhours or even a couple of days really in a community that you're not veryfamiliar with. That's it's been, you know, as we were coming up and weidentified a potential product market fit INA real estate community, forexample, and we would go to these real...

...estate conferences and you're standingin a booth and talking to you know hundreds of people all day, not notthat they're necessai they're, obviously that underserved community orthey don't fit this criteria, but but it is a community in a culture yeahthat has some of its own unique characteristics and so being in there.And how do they talk? How do they talk to us? How do they talk to each other?What kind of questions do they come with? You know? How can you, how canyou manage the conversation well like there's just that in person stuff justcan't be gathered any other way. I mean reading a really good reporter. Evendoing the interviews is helpful, but Hou Hews, nothing like being fullywrapped in it for long periods of time. One follow up for you on this s. Itjust occurred to me, as I was talking about individual interviews versus youknow, being surrounded by thousands of people who fit some basic criteria. Doyou have any cautions that you would give listeners or that you would giveyour own clients about? You know putting people into these kind oflarger buckets? I mean you have to, and it's totally understand why we do it.It is useful, but any cautions as you go through, that kind of caagorization,so bady bring this up, because I always forget to really mention this, because this is ahuge disclaimer that we need to always talk about when we're thinking aboutputting people in boxes and no one wants to be put in a box, no one canactually fit into a box perfectly anyway, were all individuals, and- andmost of us are on some kind of spectrum of diversity. All of us are on somekind of spectrum of diversity. In some way you know, and so it is reallyimportant that we understand the differences so that we can be reallycomprehensively ready to serve and reach customers. From whateverbackground and- and you know, mindset and all that that you may have in frontof you, but everyone is an individual and- and I think by saying- Oh allmillennials are like this you'r you're, not actually empathizing anyway. Youknow you're just being trying to put things in out in a box and I don'tthink that's helpful or ever going to build a meaningful connection with theconsumer. Good, I'm glad we did that pass. This has been really interesting.I really appreciate the work that you're up to and I really love theorigin story for it. I'm glad we able to get to that right away.Relationships are our number one core value here at Bombom, so I always liketo give you the chance to think or mention someodyh's had a positiveimpact on your life or your career and then give a shout out to a company thatyou really like or respect for the experience that they deliver for you asa customer. Okay. Well, the first there's so many people I could think,but on one person that comes to mind right away, is Dave savage. He is theBanderceo of a mortgage, coach and, and just someone that has always opened the door for me and sonopportunities for me to grow in my career and t the right people and justand always been someone that I can own a hundred percent trust, and I thinkyou know in a world where you're in...

...you're never sure someone's actuallygoing to be. I don't know, have the the right incentive you know in their heartor whatever. He truly always wants to have a positive impact on the world and-and I'm really appreciate of someone that would open the door like that toallow me to grow as a as a professional, an as a business so and then on abusiness sin sors not more strategical about this, but I'm going Ta share justa recent customer experience. I had that was sogood. So there's a small business that has the most amazing chicken,sandwiches and Thatas down the street from me, and I had a horrible customerexperience with postmates, where I was starving and getting very, very hangryand they had not picked up my chicken sandwich and we're supposed to deliverit to me. I'v called this. This restaurant Bertie's being like hey, youknow, what's going on and they're like, I, they sow picked it up. They call meback. The restaurant calls me back to say: Hey postmates picked up yoursandwich and is on the way and I'm like you're so amazing, and then thepostmates guy never delivers it and like it's last whatever I can't contactthem. So I'm furious. You know I mean I'm like really hungry and curious, soI call Bernie's and and they're like do you want to come right now? Will Rushyour order and, and you can just pick it up for free and so anyway they werejust over the top like all about. I want to take care of you as a customer.It was a small, stupid chicken sandwich. You know like no one, you wouldn'texpect anyone to even care about that, but I have just been braving about themnon stuff and I think it was a great example of going over and beyond tincustomer experience. And what someone like me, you know I'm going to be theirgreatest marketer. I love it and you raise. I mean this isa whole separate conversation that will maybe do in the future, but you reasthis this this deal where you have other partners in your businessecosystem, but you are responsible for the experience, and so you know whetherit's your own direct employees or whether it's this kind of third partyintermediary between you and your customers in this case postmates. Youcan't just blame it on this other company and say man. You know youreally need to hit those people up is so the fact that they took ownershipand just really that's the right thing to do, and so all of us same thing wefor us when our platform goes down because we're an Amazon web servicesand this part of the country is out and part of our APP is on that server likewe have to eat that, like you, are responsible for the whole experience,even if you're using other companies to bring it to life Christien. This hasbeen Super Fun for folks who want to learn more about you. They want tolearn more about cultural, outleach or anywhere else, you'd like to sendpeople to bring this episode a little bit more to life for them. Where wouldyou send people? I would send people to connect with me on Linkdin, Christen,masterle and Cultural Outreachcom? Is Our website so definitely check us outthere and yeah? I would love to be in...

...touch with anyone that Wuld, like chat.Thank Yous, awesome on this interview. This is so much fun good. I reallyreally appreciate your time so much and I, if anyone listening, wants thoselinks and other things, I always write up these episodes at Bombomcom podcastand I include video clips as well. So, if you've been listening to these, butnot seeing the guests they're all there in the blog thanks so much forlistening, and thank you again to you cristen. Thank you e, then clearcommunication, human connection, higher conversion. These are just some of thebenefits of adding video to the messages your sending every day. It'seasy to do with just a little guidance, so pick up the official book.Rehumonize your business, how personal videos, accelerate sales and improvecustomer experience learn more in order today at Bombamcom book, that's Bom, B,tombcom book thanks for listening to the customer experience. podcastremember the single most important thing you can do today is to create anddeliver a better experience for your customers, continue. Learning thelatest strategies and tactics by subscribing right now in your favoritepodcast player, or visit Bombomcom podcast.

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