The Customer Experience Podcast
The Customer Experience Podcast

Episode · 2 years ago

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


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

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Millennials as employees. One of thebiggest priorities for them. It's going to be upward mobility or skill development andjust team culture. The single most important thing you can do today is tocreate and deliver a better experience for your customers. Learn how sales, marketingand customer success experts create internal alignment, achieved desired outcomes and exceed customer expectationsin a personal and human way. This is the customer experience podcast. Here'syour host, Ethan Butte. Hey, welcome back to the customer experience podcast. If you're interested in connecting with young and diverse audiences as your customers andas your team members, you've checked out the right episode. Our guest hasspent more than a dozen years working on multi cultural solutions and businesses and insocial work. She's worked with several multinational social enterprises and she's currently running culturaloutreach, a company she founded nearly seven years ago that provides diversity training,multicultural content, cause driven marketing and more. Christen messarily, welcome to the customerexperience podcast. Thank you so much. Yeah, really love what you're upto. Really glad this episode started. When we get the chance to meetin person a couple months back and we share a passion that we willget into later on, around using video to connect and communicate with people ina more personal way. But let's start where we always start, which isyour thoughts or your definition or anything that comes to mind when I say toyou customer experience. So customer experience to me is that there the thoughts andthe feelings that you have in using someone's product or in going through the processof using that product. Yeah, a lot around thought and feeling, Ithink. Yeah, and it's what we're left with. I think that oftenturns into stories and those types of things as well. Do you feel likeI'm under the impression, and of course I guess I'm guilty in this,that a lot more people are talking about customer experience now than they were,say, four, five, six seven years ago? If you observe that, and if so, what do you think about that? Yeah, andit's interesting because I think we've expanded that definition so much at this point andwe become really passionate about having a good customer experience as the consumer. ButI mean, I think about Luke. On my career, I've always beentalking about customer experience but not really realizing that's what I was doing, andI talked a lot about how to empathize with the customer and how to,you know, build a connection with your consumers or your clients and their marketing, and I didn't realize, I think, until a little bit later on,that all of that is about customer experience, you know. So Ithink we're that definition has become very trendy, but a lot of people have beentalking about it for a while. Totally agree. It's new language forsome basic in critical fundamentals. For me, I came up in brand marketing,so I remember some of my early mentors were were around brand and brandingand really those share those those elements share...

...a lot in common. Again,it's the impressions you're left with, the thoughts and the feelings, the storiesthat you tell other people and all of that. So in these conversations onthis podcast I've come to understand that brand experiences can to it and maybe evensynonymous with customer experience. So you're right, it's new language for things that we'vealways known we needed to do. But I'm glad it's raised up inyour right that consumers are really driving this. So let's get into what you havespent so much of your life on, which is young and diverse markets,next Gen consumers and underserved markets. That's some of the language that ison your website and things for folks that are familiar, I guess, beforewe get their talk a little bit about cultural outreach and why the focus onthese communities in particular. So I started cultural outreach about five years ago andpreviously I was working as a social worker, primarily with immigrant communities and and Idid a lot of I started doing a lot more training with businesses onhow to work with my clients, because I realize there was just this hugegap in communication and how how they are marketing to them and how it's creatinga just my clients were not having access to a lot of the services andbusinesses that they needed. So in doing that, I realize there's a bigbusiness opportunity and so I started the the company with a focus on training andhelping them to develop a lot of their marketing efforts as well, and soit's expanded into doing things more on a we developed something called a culture map, which stands for market access plan, and so we'll evaluate a company ineight different areas, from everything from digital to their customer experience. So they'retheir community outreach efforts and and different components they're hiring and all of that tosee how they're effectively reaching those markets and and so that's something that we're ableto replicate and in different actual cities and with different businesses. And so wefocus a lot on the training piece and then doing the culture maps and thensome other consulting projects around customer experience or user interface design and things like thatthat help a company or product really connect with the customer. I really appreciatethat the idea that you took your background, your experience. Obviously have a passionfor these communities through the social work that you were doing and you identifythe business opportunity and just ran at I think that's awesome. So again,going to the language that I've seen on your website and maybe even on yourlinkedin profile, I forget, but you know, young and diverse, nextgeneration underserved, like talk about the types of people you're focused on as employeesand customers for the businesses that you're working with. So it really depends onon the business. But in today's market we have, I think of ninetytwo percent of population growth is coming from multicultural families and in consumers and soand millennials, who everyone is trying to reach as a business. Nearly halfa millennials I identify as ethnic minorities.

So I think it's important that wereally pay attention to the fact that we're looking at age diversity, we're lookingat at a lot of diversity from an ethnic standpoint, socio economic background,all of those things that really play a factor, haven't that plays as asignificant factor and thinking about how someone is going to connect with your message andhow your content or your communication or experience is going to really connect with thataudience. And so we look at all across all of those areas, butfocus a lot on the socio economic, ethnicity and age differences. Awesome,I think I give so many, so many fellow questions here. What isour own generations? You know, you know, we obviously cut them.I am Gen x. When we slice populations at a certain point, youknow, when does this generation and where's the other one start? In yourexperience and observation, how generalized are the differences between boomers X, millennial GenZ etc. Like, talk about just that. Go to the age parta little bit and in are the real fundamental differences there? Yeah, therereally are differences. I mean I think it's important that we realize we're allhuman beings. were all wanting the same types of things. But I thinkin looking at the generational differences, especially when you get to around thirty andyounger as a consumer, they are using technology a group up with technology andjust a very different way than previous generations had. So while we might allwant I'm I'm thirty two, but while we might all want things quickly andwe want to use technology the way, for someone that grew up using thisat five years old, you know it's they have a different way of usingtech and they're they're going to have different expectations. So some of the bigones that I found are are that expectation for efficiency and good quality user design, user interface and design. That expectation for responsiveness is huge with it.With a younger audience. They are if you don't respond right away or they'rethey're not able to access someone really quickly, they move on so much faster thansomeone from a previous generation. And a few other value differences there orexpectations. I guess would are around the the trust factor because I think formillennials, having having entered adulthood daring or right after the financial crisis and housingcrisis and and for a variety of factors, they have their way less trusting thanprevious generations were, and so building that trust through community involvement, throughthe humanizing factor, like video things like that, that's a really big needfor a millennial consumer that differs, I think, a lot from previous generations. And so do you find it? The folks you're working with struggle toI mean, these are things they would need to do for their business regardless, but maybe the fact that this group of folks is now in their ortarget customer population. They have disposable income... and so now they need totheir force to make some of these changes to stay relevant. Yeah, it'sreally interest saying. I think I started my business at a time when peoplestill are companies had kind of option of doing that. They were thinking,Oh, yeah, I do want to be more modern and update update things. But now it's becoming urgent and so I think because of that shift andwealth and all of that, people and companies are really seeing that immediate needfor updating their design and not just, like, you know, having thetech, but they have to make sure their website and their APP and everythingis really tight and very has a very clean modern design and that all oftheir sales professionals or their company is using customer views and being active on,you know, having a good presence on Yelp and whatever customer view sites theyare using. But those types of things have become an absolute necessity and urgentneed, and so we've seen that shift over the last few years. Somethingthat we've talked about a lot on the show here is the relationship between althoughnot enough. We haven't talked about this enough, the relationship between customer experienceand employee experienced, the idea that a great customer experience starts with a greatemployee experience. Engaged employees, satisfied employees, employees with clear direction, but alsoa lot of the, you know, support that they need. So Iwould guess that this generation and these demands are probably translating for employers aswell. Can you speak to the kind of the recruiting, hiring, onboarding, engagement retention process, not of the customer but the millennial as teammember or employee? Yeah, so millennials as employees, one of the biggestpriorities for them it's going to be upward mobility or skill development and just teamculture, and so that's something that I think is surprising for a lot ofcompanies. It's honestly been very surprising for me as an employer even because Iyou don't realize how important those little nuances are of making sure that your employeefeels truly engaged in the in the company, they feel like they have ownership overtheir projects, they feel like they're having a positive impact in the worldthrough the work that they're doing, and all of those, those feelings andthat employee experience drives their productivity. And so I think thinking more about teamculture and not it doesn't have to be like having a ping pong table inyour in your office, but and for me I mean all my employees areremote and so you may have a remote team as well, but but makingsure that you're constantly on an individual level, you have strong mentorship and you're you'rebuilding a team culture there, and so I think that one is abig factor. And then also, I meant, and at the beginning ofthat, upward mobility and skill development it's...

...a big deal with millennials and Ithink the income is going is continuing to shift toward being a higher priority.But the younger 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 ranks or business or business opportunities are learning new skillsare huge factor for how satisfied and how productive they are as employees. Yeah, it's really interesting. I've noticed that myself a significant interest in titles andstructure in particular seems to be more meaningful than I ever remember like in mycoming up. It's like, you know, even sometimes even separate from a skilldevelopment conversation. You know, it's like when we talk about growth ina one on one setting and it's like and look at all this growth,but you know, but the titles the same. And so I don't mightnot feel like I have enough external or extrinsic signs or motivators to let meknow that I am actually making this progress. It's been to that I would saythere was a difference that I've noticed or the past maybe five six years. I know that is a big one. And I think it's that validation offeeling appreciated. You know that you you are recognized as okay, Idid all this work and and you recognize me. And I know a lotof we get made fun of a lot as as a millennials for being thesnowflake generation or participation trophy generation. And and there there's truth to the factthat we do want to we want our mentors and are employers, to recognizethat we did do a good job, you know, and and that cango a really long way for their productivity. So I found that in, youknow, in that kind of mentorship and relationship, if you acknowledge them, and honestly, this is regardless of age, that it just is needed, I think, more with a younger generation, but in a team meeting, if you highlight someone for giving a good customer experience, that we canand hand them a, you know, five dollar starbucks Gift Card that costyou nothing and barely any time, but that's going to make everyone, youknow, just realize how important that is and feel more appreciated every time theyget that. And then on an individual level, you know, yeah,giving the constructive feedback and that kind of thing, but always really being consciousand spending time in highlighting the good things that they're doing. And so actuallyI have a client that feels kind of like an employer to me right now, and and he is. He constantly only shares those things that are negative, that like need to be changed, you know, and and I getit and I try to always feel all right, thick skin, here Igo. But but it feels so good when he says something positive that thatI do that I think, man, if if I heard that a littlebit more, I know I would be more motivated. And it's just it'slearning, you know, our psychology and what's going to make us more productiveand more loyal to you as an employer. So good. The IT reminds meof we've been doing this exercise.

Steve Passon, Elli rcmo and mycoauthor on Rehumanize Your Business, which is about simple personal videos, started thisand I'm going to have picked it up and done it with him and Iwill steal it from him whenever I'm presenting without him. And where we stopit, like in a longer format, will stop and we'll do a fifteenminute like working break and we'll challenge people just to get out their phones willcoach them through it to record just a simple thank you video. Think ofsomeone who is meaningfully meaningful to you, like the first person that comes tomind. Record a sin quick, simple, sincere video message and send it andthen at the end of the break we do like a five, dependingon how much engagement there is, five or ten minute kind of breakdown andwe share people's stories because people, some people are getting replies like right awayin real time. And no joke, there are tears, there's in onthe recipient side and sometimes even on the center side like this. You totallyturn my day around. It's so interesting. I'm glad you mentioned that that atleast the appreciation piece transcends age in it in a real, real way, because I don't think any of us here's thank you enough and it's asimple thing we can do to engage our employees in our customers much more offand in videos a great way to do it because it's a asynchronous it's youin full in person. It's not you can see thank you type on ascreen. It's just not the same thing, because it's that difference that you canfeel right it allows them to be seen and heard, looking them straightin the eye. It's just super, super powerful and I would expect thatyou're like me and that you think, think about that all the time,like Oh man, I really appreciate that he did that. It's like thisfleeting thought as you're walking down the street or going up the stairs or whateverthe case may be, and turning that into action is the gap that reallyseparates, I think, and will continue to separate, good organizations from greatorganizations in terms of the people that they attract and retain. Yeah, that'sso true. I actually have a couple videos saved on my phone that Iwill look at every now and then because a client, couple different clients,sent me a video follow up after something, saying, you know, I justreally appreciate the training that you did and, you know, shared somethingthat was meaningful and it was just so powerful. It took them, youknow, thirty seconds to to put that together, but I am like man, that's that's what I do this for, is for someone to have a changein their behavior or has some kind of impact, and for you tocommunicate that on a personal level is a huge it's a really inspirational experience.Yeah, it's great. Do you have any other thoughts on video while we'rehere. You know, I did not know when we met that that youwere very familiar with what we do and that that you have some of yourown stories of, you know, positive responses and things. What have youseen in terms of video, the rise of video and in particular this riseof simple personal video where, if you seen it go well, do youhave any stories that that you love to share or anything like that? Yeah, man, I talked about this a lot because I do think the personalvideo is such an important touch and and actually, in talking about millennials andunder serves communities, a big factor there is about building trust and building thatpersonal connection. And when you realize that someone is responsive and someone that youcan trust and that they're going to be...

...a good guide through this process,it changes everything about that. That's the customer experience that we want, andso by providing those videos that either are a short video response to a questionthey had, like you know, someone might text over some question and yourespond over video and say hey, I wanted to explain this well, Blahlike that is an awesome customer experience and then allows them to watch that ontheir own time and not feel like they have to schedule a call to callwhatever, and then also building that connection through video calls. Instead of beingon a phone call, you just schedule a video call and you're able tobuild that relationship so much better. So I think I mean a few ofthe heart of course, tons of success stories about that, because this isa lot of the things that I teach on. But you know, evensharing little birthday videos, like whenever it's someone's birthday and you say, Hey, just want to tell you happy birthday whatever. I've told people to dothat and people write send me screenshots of people saying I can't tell you howmuch this meant to me and this is so cool that you would do that, and it just it's bring its rehumanizing business. I Love, Love,love what that can do to someone's life and and, of course, yourbusiness when, when you are able to connect on that human level, itchanges everything for the consumer and for developing that kind of loyalty. See,it's so right on. I love that and I'll just tack on one morethere, because you just kind of mention it. For folks who are listeningand they're thinking about doing simple personal videos who we're wondering when would I dothis? How would I do this? How do I operationalize and all that? Kristen just gave you a really, really great use case. And andit's happening to you. In linkedin every day you're seeing birthdays, and facebookfor that matter, birthdays. You're seeing new positions or promotions and those kindsof things, and you could just join the herd and click the like buttonor drop a little, you know, comment, and that's good. Youshouldn't not do that. But taking that extra step of looking someone in theeye and, mayb telling a little story or adding a personal note about howI hope you get to that great restaurant that you love, that always hasthat Kyanti that you that you can't stop talking about. I hope you enjoythat tonight because it's your birthday or you know something. Congratulatory, man.It's I can't believe we were working together ten years ago and and now hereyou are running this particular part of this operations, this cool company, whateverthe case may be. Like your social feeds are filled with reasons to reachout with simple personal videos. So and that's an easy place to start asis. Thank you. That's good. I'm glad we could do a passout and video, and I appreciate your enthusiasm, for I feel the sameway and I think you know it's it's just bringing this pendulum swing back,or this balance back to the you know, we do want the efficiency of digitalexperiences where they're anticipating our needs and it's seamless and we're working toward frictionlist in terms of getting signed up or moving from here to there or knowingwhat's going on and all these other things. But what goes missing in that scenarioagain, is that human touch, and so I'm I'm glad that you'reout there is a champion of it as I am. I want to talka little bit about a phrase that you...

...offer, cultural empathy. Can youjust double back on that a little bit, talk about what that means and maybetalk about what that means from an operational standpoint for folks that are withus here at this point the conversation, or like I like the sound ofall of this. I am working with a team of people who aren't necessarilyyoung or from underserved communities or markets, or or not we don't have avariety of cultures represented in our organization. What does cultural empathy mean and ordare some ways that we might be able to operationalize it. So cultural empathyis all about understanding the the mindset of another individual. So empathizing is obviouslylike kind of putting yourself in someone else's shoes. When I talk about culturalempathy, I mean that from either an organizational level or in kind of whatyou were talking about, like operationalizing something on a on a business level.So you might think about customer experience. Is a certain element of that whereyou might deliver customer your customer experience in a certain way and not realize thatthat's not connecting with certain demographics, like that's not resonating with millennials or that'snot really resonating with your non English speaking clients, and and so how doyou empathize and understand where they're coming from and what is going to connect withthem and then make those adjustments? And the same thing goes from an employmentstandpoint. But one of the really simple things that I learned early on andwhat really triggered me kind of thinking more about this, was when I wasa social worker, I was working a lot with immigrant communities and and Ia lot of Spanish speaking individuals and I spoke Spanish fluently, but I wasnot connecting while with them and I was having a hard time building that trustand and so I but I realized that it was because I was treating themthe way that I would want to be treated. And and so, youknow, 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 abouthow, not how to treat them the way that I would want to betreated, but how to treat them the way that they want to be treated. So in that instance I was thinking they were them. I'd be wantingto get through these appointments really quickly and efficiently because I value my time.But for a lot of my clients, they were wanting to get to knowme and and build they've had the strong value of personalism and wanted to sitdown the chat a little bit before we got down to business. And sowhen I made an adjustment and started just, you know, chatting for a littlebit, having a cup of coffee, not being on my computer right away, and within five minutes I saw just a crazy difference and that they'relike the way that they would open up to me and and we saw theiroutcomes just go through the roof like we had a little, you know,scoring model and the whole office was like, what is happening? How did everyonejust like boost like like this? And and I realized in understanding thosekind of cultural nuances of your customers, of your employees across the board,you can build these connections that have really...

...meaningful results. And so of coursethey've replicated that in I started then in healthcare and worked with a lot ofhospitals and in that area and then got into mortgage and housing and and it'sbeen we've seen huge results just by thinking more about cultural empathy in your customerexperience and these other areas of business. So if someone so they recognize thatthat they're not connecting is you did, and I love that personal story andjust how they created this kind of Aha moment for you that then immediately becamesomething you could act upon. What are what is an approach to start understandingsome maybe maybe of these pockets of customers that you don't even recognize that aremaybe they're not engaging with the service or the product at the same level,and then you come to realize that there's maybe a cultural gap, like doyou survey? You do customer interviews, like what are some of the toolsfor folks that maybe are like, gosh, maybe that's what's going on over herein this part of my business, like what are some approaches to getat it? Yeah, so definitely surveys and interviews are really helpful. I'mworking on a project right now and updating someone's user interface at for a technologyand and we started with realizing, okay, like looking at the different demographics oftheir customers and then doing a survey of people from those demographics and weparticularly we're looking at one area that was not engaging with the product very well, and so we developed a survey and I use them cash. I thinkit's Ashym, but there's a bunch of online survey tools that you can usethat are really valuable and you can narrow in specifically on a on a marketsegment and then look at the insight that they had. And here we wereable to see what they valued about working with this particular provider and what theyvalued like what their perceptions were throughout the process and and so those kinds ofinsights help you to make adjustments and then but also walking with a particular customerand talking with them and seeing where they might have questions along the way thatare not being answered, or or even talking with people that are experts orare would provide input on how a particular marketing flyer is going to resonate withthat audience. I mean some of those just really qualitative research that can bereally helpful. For in one example we there was a home buy or seminarthat people are doing in the Korean community and and I didn't realize that,like a lot of the colors and the they had the language all right andthey were distributing it correctly, but the even the design of that Flyer justdid not appeal to that audience and so instead of like the traditional marketing flyer, they change it up to be more reflective of Korean culture and and itmade a huge difference in how many people turned out for that event. Solittle things like that on how you display content can just by interviewing people andtalking with people, you can find out... that's going to resonate or connect. Yeah, and you also offered there this. A lot of the researchhas been done already. So if you if you can't or don't want to, or maybe you're going into a new market. Their resources that you canhit up to at least play to that that curve without doing the homework yourself. Ill. Yeah, I mean there's tons of stuff available without doing that. There's a lot of, you know, reports out there and and even justsometimes just talking to someone representative of those markets. A few people cangive you a lot of insight. I love doing the actual research side,but and you can always talk to me about doing that, but you don'talways have to dive in that deep. It's good you talk and write aboutsocial media, about partnerships and other ways to build connection into communities that youwant to understand better and want to understand you better. Do you have anytips around social partnerships or any other any other besides the immediate transactional stuff ofyou know, websites and forms and add add materials and things. Yeah,so, I I mean I talked about social media just because it's another communicationpoint, you know, an access point. So from that standpoint it's just tome. I'm not like the Social Media Gurgle or anything, but I'mall about anyone that you meet you need to follow on social media and youknow, because it then it builds that connection and and you're building a anotherpoint where they can build a relationship with you by watching you on social mediaor engaging with you, and vice versa, right, and vice versa very importantly. Yeah, vice versa. And but on the community relationship side,I think that's one that's really overlooked from most businesses, community partnerships and relationships, and what that looks like is, for Incans, if you're wanting toreach the millennial audience, it's identifying who are influencers in that community. Maybeit's an employer that hires lots of millennials, maybe it's a coffee shop owner andor coffee shop and we work location or, you know, areas thatare reaching those segments and then building relationships there and finding ways that you caninsert yourself or your company provide some kind of service or value that's going toreach them, or young professional organizations. And the same thing goes for ifyou're wanting to better reach the Hispanic and Latina market, then identifying community influencersand nonprofits that are serving those communities and building those relationships, offering a serviceor value there over time and becoming an active member in participating there. Sothose are the types of partnerships I think go a really long way and buildingnetworks and in roads into communities that are often underserved. Totally agree, especiallyabout the in person stuff. I mean there's just nothing better than spending afew hours, or even a couple of days really in a community that you'renot very familiar with. That's it's been, you know, as we were comingup and we identified a potential product market fit in the real estate community, for example, and we would go... these real estate conferences and you'restanding in a booth and talking to, you know, hundreds of people allday. Not Not that they're necessary, they are obviously not an underserved communityor they don't fit this criteria, but but it is a community in aculture, yeah, that has some of its own unique characteristics. And sobeing 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 comewith? You know, how can you how can you manage the conversation? Well, like, there's just that in person stuff just can't be gatheredany other way. I mean reading a really good report or even doing theinterviews is helpful, but you there's nothing like being fully wrapped in it forlong periods of time. One follow up for you on this. It justoccurred to me as I was talking about individual interviews versus, you know,being surrounded by thousands of people who fit some basic criteria. Do you haveany cautions that you would give listeners or that you would give your own clientsabout, you know, putting people into these kind of larger buckets? Imean you have to and it's a totally understand why we do it. Itis useful, but any cautions as you go through that kind of categorization?So glad you bring this up because I always forget to really mention this,because this is a huge disclaimer that we need to always talk about when we'rethinking about putting people in boxes, and no one wants to be put ina box. No one can actually fit into a box perfectly anyway. We'reall individuals and and most of us are on some kind of spectrum of diversity. All of us are on some kind of spectrum of diversity in some way, you know, and so it is really important that we understand the differencesso that we can be really comprehensively ready to serve and reach customers from whateverbackground and and you know, mindset and all that that you may have infront of you. But everyone is an individual and and I think by saying, Oh, all millennials are like this, you're you're not actually empathizing anyway.You know, you're just being trying to put things in a in abox, and I don't think that's helpful or ever going to build a meaningfulconnection with a consumer. Good. I'm glad we did that pass. Thishas been really interesting. I really appreciate the work that you're up to andI really love the origin story for it. I'm glad we will get to thatright away. Relationships are our number one core value here at bombomb soI always like to give you the chance to thank or mention someone who's hada positive impact on your life or your career and then give a shout outto a company that you really like or respect for the experience that they deliverfor you as a customer. Okay, well, the first there's so manypeople I could think, but when one person that comes to mind right awayis dave savage. He is the founder CEO of a mortgage coach and andjust someone that has always opened the door for me and to opportunities for meto grow as in my career and eat the right people and just and alwaysbeen someone that I can one hundred percent trust. And I think, youknow, in a world where you're you're...

...never sure if someone's actually going tobe, I don't know, have the the right incentive, you know,in our heart or whatever he truly always wants to have. It has animpact on the world and and I'm really appreciud of someone that would open thedoor like that to allow me to grow as a as a professional and asa business so and then on a business side, shows not more strategically aboutthis, but I'm going to share of just a recent customer experience I hadthat was so good. So there's a small business that has the most amazingchicken sandwiches and down the street from me and I had a horrible customer experiencewith postmates where I was starving and getting very, very angry and they hadnot picked up my chicken sandwich and we're supposed to deliver it to me.I called this this restaurant, Bertie's, being like hey, you know what'swhat's going on and they're like, I don't they saw him picked it up. They call me back. The restaurant called me back to say hey,postmates picked up your sandwich and is on the way and and I'm like you'reso amazing. And then the postmates guy never delivers it and like it's lastwhatever. I can't contact them. So I'm furious, you know. Imean I'm like really hungry and furious. So I called Bertie's and and they'relike, if you want to come right now, will rush your order andand you can just pick it up for free. And so, anyway,they were just over the top, like all about I want to take careof you as a customer. It was a small, stupid chicken sandwich,you know, like no one. I you wouldn't expect anyone to even careabout that. But I have just been raving about them nonstop and I thinkit was a great example of going over and beyond cut in customer experience andwhat someone like me, you know, I'm going to be their greatest marketer. I love it. And you raise I mean this is a whole separateconversation that will maybe do in the future, but you raise the see this,this deal where you have other partners in your business ecosystem, but youare responsible for the experience and so you know whether it's your own direct employeesor whether it's this kind of third party intermediary between you and your customers,in this case postmates. You can't just blame it on this other company andsay, man, you know, you really need to hit those people up. is so the fact that they took ownership and just really that's the rightthing to do, and so all of us sen thing really for us whenour platform goes down because on an Amazon web services and this part of thecountry is out and part of our APP is on that server, like wehave to eat that. Like. You are responsible for the whole experience,even if you're using other companies to bring it to life. Christian this hasbeen Super Fun for folks who want to learn more about you, they wantto learn more about cultural outreach or anywhere else you'd like to send people tobring this episode a little bit more to life for them. Where would yousend people? I would send people to connect with me on Linkedin. Christenmess early and cultural outreachcom is our website. So definitely check us out. Thereand yeah, I would love to be in touch with anyone that wouldlike to chat. Thank you so awesome...

...on this interview. This is somuch fun. Good. I really really appreciate your time so much. Andif, if anyone listening wants those links and other things, I always writeup these episodes at bombombcom slash podcast and I include video clips as well.So if you've been listening to these but not seeing the guests, they're allthere in the blog. Thanks so much for listening and thank you again toyou, Kristen. Thank you. Even clear communication, human connection, higherconversion. These are just some of the benefits of adding video to the messagesyou'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 salesand improve customer experience. Learn more in order today at Bombombcom Book. That'sbomb 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 abetter experience for your customers. Continue Learning the latest strategies and tactics by subscribingright now in your favorite podcast player or visit Bombombcom podcast.

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