The Customer Experience Podcast
The Customer Experience Podcast

Episode · 1 year ago

69. The Essence of CX: How You Make People Feel


“People will forget what you did. But they will never forget how you made them feel.” This quote from Maya Angelou embodies the heart of customer experience. 


It’s simplifying the concept to say that customer experience is how you make people feel, but I think it may not be too simple. The essence of customer experience tends to be incorrectly focused on getting customers to do something, but the underlying cause of nearly all of our actions is whether we feel seen, heard, and appreciated. 


In other words, if we feel connected, we’ll act.


I’m Ethan Beute, Chief Evangelist at BombBomb, host of The Customer Experience Podcast, and co-host of the CX Series on the B2B Growth Show, here today to continue the ongoing conversation of what customer experience is and how it builds relationships.


What I talk about:

- The definition of customer experience

- Getting people to do something is the outcome of how they feel

- Attitudes & feelings toward team members, products & services, and the problem that brought you into a relationship

- The way you operate bolsters relationship in multiple directions

Check out these resources I mentioned during the podcast:

- Rehumanize Your Business

- Ep. 56 on The Customer Experience Podcast


Subscribe, listen, and rate/review the Customer Experience Podcast on Apple Podcasts, Spotify, Google Play or Google Podcasts, and find more episodes on our blog.

I wanted to put customer experience inthe simplest terms possible, and what I'm trying out here, and I wouldlove your feedback on it, is it's about how you make people feel.The single most important thing you can do today is to create and deliver abetter experience for your customers. Learn how sales, marketing and customer success expertscreate internal alignment, achieved desired outcomes and exceed customer expectations in a personal andhuman way. This is the customer experience podcast. Here's your host, EthanButte. People will forget what you did, but people will never forget how youmade them feel, a beautiful and often used quote from American poet,memoirist and civil rights activist Maya Angelou and the foundation for this short episode ofthe Customer Experience Podcast and the CX series on the B tob growth show.My name is Ethan Butte. I am...

...your host. I'm also the chiefof angelist at bombomb and coauthor of the Book Rehumanize Your Business. How personalvideos accelerate sales and improve customer experience. I often have the privilege of comingout to speak and present on the ideas that I'm learning and developing in myrole at bombomb, and I just put together a presentation for the hub spotuser group here in Colorado Springs, where bombomb is headquartered. I'll be talkingabout personal videos, simple personal videos, Webcam and smartphone videos that are casual, conversational, unscripted and meant to replace some of your faceless digital communication thatplain black text on a plain white screen that doesn't differentiate you, doesn't buildrapport and doesn't communicate nearly as well as if you just look someone in theeye and spoke to him or her. So I'll be talking about how touse those videos across the entire customer life cycle and across the entire employee lifecycle, all in service of a better...

...customer experience and a better employee experience. And because there are so many ways to approach customer experience. For example, is it an outgrowth of customer success or an evolution of customer success?Or is the experience to be managed by the CMO or the crow or thenew cxo, chief experience officer, or a Cgo, a chief growth officer? There's so many ways to approach it. So I decided to put together alittle three or four minute piece near the top to get everyone on thesame page with the primary characteristics of customer experience and to wrap that section up. I wanted to put customer experience in the simplest terms possible and what I'mtrying out here, and I would love your feedback on it, is it'sabout how you make people feel. The essence of a great customer experience isabout how you make people feel. How you make people feel about you,you personally, your warmth and your competence.

How we make people feel about themselves? Did they feel smart, secure or confident? is their identity enhancedby participating with you and you're companying your product in your service? How dothey feel about themselves when they interact with us? How do they feel aboutour team members? If they were to connect directly with a salesperson or aservice person or a support person, or if they walked into your building andthey interacted with someone at the front desk, or if they're at a conference ora trade show? How do they feel about your team members and howdo your team members make them feel about themselves? How does our product orservice make people feel? Is it a rewarding experiences? It may be easyor even fun. Have we removed friction so that they're less frustrated and moreproductive? How do we make people feel about the problem or opportunity that broughtus in relationship with them in the first place? Do they feel helped insupported? If they tackled the problem or eliminated the problem? Have they takenadvantage of the opportunity and what was our...

...role in that? How do theyfeel about that situation? Is it something that they want to do again?How do they feel about that situation? Historically, it seems like sales andmarketing in particular, or and even see us, has been about what wecan get people to do, not so much about how we make them feel, but what they do is the outcome. Our thoughts and our feelings precede ouractions and, of course, our actions precede results. If we're properlymotivated, will perform the necessary actions to get the desired results. Of course, that whole process leaves people with thoughts and feelings, but no action occursin the absence of thoughts and feelings and directly to the human side of this, what we want to feel most as individuals. I'm speaking a little bitas a customer. Now, the most important need that we have as peopleis to feel seen, heard and appreciated. When we make people feel seen andheard and appreciated, we are in a great position. By making peoplefeel that way, we can turn around...

...a negative situation. If you rememberthe episode about the effortless experience, you'll remember that one of the things peoplehate most is feeling like a number. They want to feel valued and appreciated, and it doesn't take much. We just need to be a little bitmore intentional. We need to be a little bit more aligned across the teamsand departments within our organization, all of the people who create these feelings withinour customers. When we keep our customers in mind as humans, when webuild that into the culture, when we keep in mind that we're making peoplefeel a certain way, whether we intend to or not, we're putting ourselvesin position to create and deliver better experiences for our customers, to make morepeople feel good more often about us, about themselves, about our product orour service, about our team members, about the problem or opportunity that broughtus together in the first place. And this feeling goes in multiple directions.It's easy to think about and talk about...

...customer experience as company to customer oremployee to customer, and it is. But this is also about employee toemployee, customer to employee and customer to customer. That's the foundation for communityand community can be the foundation of an incredibly healthy business. So are youbuying this? When I put customer experience in simplest terms, did I oversimplify? It is the essence how you make people feel. Please reach out,hit me up on Linkedin. My name is Ethan Butte. That's etch an. Last name is beute, or email me directly, Ethan etch N atBombombcom. That's etch an at bomb bombcom. I would love your feedback. Iwould love your questions. This is an ongoing conversation and if you haven'tyet done so, be sure to subscribe to the customer experience podcast. Youcan find it in all the popular spots,... podcasts or itunes, Google play, Google podcast, spotify, stitcher. If you want to go inside theepisodes, you can visit Bombombcom podcast and to check out the definitive guideto better business communication, be sure to visit bombombcom book or search. Rehumanizeyour business at Amazon. Again, my name is Ethan Butte and I thankyou so much for listening. Have a great day. Clear Communication, humanconnection, higher conversion. These are just some of the benefits of adding videoto the messages you're sending every day. It's easy to do with just alittle guidance, so pick up the official book rehumanize Your Business. How personalvideos accelerate sales and improve customer experience. Learn more in order today at BombombcomBook. That's bomb bombcom book. Thanks for listening to the customer experience podcast. Remember the single most important thing you...

...can do today is to create anddeliver a better experience for your customers. Continue Learning the latest strategies and tacticsby subscribing right now in your favorite podcast player, or visit Bombombcom podcast.

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