The Customer Experience Podcast
The Customer Experience Podcast

Episode · 2 years 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 in the simplest terms possible, and what I'm trying out here, and I would love 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 a better experience for your customers. Learn how sales, marketing and customer success experts create internal alignment, achieved desired outcomes and exceed customer expectations in a personal and human way. This is the customer experience podcast. Here's your host, Ethan Butte. People will forget what you did, but people will never forget how you made 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 of the 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 chief of angelist at bombomb and coauthor of the Book Rehumanize Your Business. How personal videos accelerate sales and improve customer experience. I often have the privilege of coming out to speak and present on the ideas that I'm learning and developing in my role at bombomb, and I just put together a presentation for the hub spot user group here in Colorado Springs, where bombomb is headquartered. I'll be talking about personal videos, simple personal videos, Webcam and smartphone videos that are casual, conversational, unscripted and meant to replace some of your faceless digital communication that plain black text on a plain white screen that doesn't differentiate you, doesn't build rapport and doesn't communicate nearly as well as if you just look someone in the eye and spoke to him or her. So I'll be talking about how to use those videos across the entire customer life cycle and across the entire employee life cycle, 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 the new 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 a little three or four minute piece near the top to get everyone on the same 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'm trying out here, and I would love your feedback on it, is it's about how you make people feel. The essence of a great customer experience is about 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 enhanced by participating with you and you're companying your product in your service? How do they feel about themselves when they interact with us? How do they feel about our team members? If they were to connect directly with a salesperson or a service person or a support person, or if they walked into your building and they interacted with someone at the front desk, or if they're at a conference or a trade show? How do they feel about your team members and how do your team members make them feel about themselves? How does our product or service make people feel? Is it a rewarding experiences? It may be easy or even fun. Have we removed friction so that they're less frustrated and more productive? How do we make people feel about the problem or opportunity that brought us in relationship with them in the first place? Do they feel helped in supported? If they tackled the problem or eliminated the problem? Have they taken advantage of the opportunity and what was our...

...role in that? How do they feel about that situation? Is it something that they want to do again? How do they feel about that situation? Historically, it seems like sales and marketing in particular, or and even see us, has been about what we can 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 our actions and, of course, our actions precede results. If we're properly motivated, will perform the necessary actions to get the desired results. Of course, that whole process leaves people with thoughts and feelings, but no action occurs in 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 bit as a customer. Now, the most important need that we have as people is to feel seen, heard and appreciated. When we make people feel seen and heard and appreciated, we are in a great position. By making people feel that way, we can turn around...

...a negative situation. If you remember the episode about the effortless experience, you'll remember that one of the things people hate 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 bit more intentional. We need to be a little bit more aligned across the teams and departments within our organization, all of the people who create these feelings within our customers. When we keep our customers in mind as humans, when we build that into the culture, when we keep in mind that we're making people feel a certain way, whether we intend to or not, we're putting ourselves in position to create and deliver better experiences for our customers, to make more people feel good more often about us, about themselves, about our product or our service, about our team members, about the problem or opportunity that brought us 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 or employee to customer, and it is. But this is also about employee to employee, customer to employee and customer to customer. That's the foundation for community and community can be the foundation of an incredibly healthy business. So are you buying 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 at Bombombcom. That's etch an at bomb bombcom. I would love your feedback. I would love your questions. This is an ongoing conversation and if you haven't yet done so, be sure to subscribe to the customer experience podcast. You can find it in all the popular spots,... podcasts or itunes, Google play, Google podcast, spotify, stitcher. If you want to go inside the episodes, you can visit Bombombcom podcast and to check out the definitive guide to better business communication, be sure to visit bombombcom book or search. Rehumanize your business at Amazon. Again, my name is Ethan Butte and I thank you so much for listening. Have a great day. Clear Communication, human connection, higher conversion. These are just 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 the official 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 thing you...

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

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