Transcript
WEBVTT
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We all want to be inspired,
we are all curious and even in business,
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you're always a person first. So
when you're writing or talking to your
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clients, you're talking to a person, so show that you're human. A
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relationship with the right referral partner could
be a game changer for any BEDB company.
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So what if you could reverse engineer
these relationships at a moment's notice,
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start a podcast, invite potential referral
partners to be guests on your show and
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grow your referral network faster than ever. Learn more. At Sweet Fish Mediacom
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you're listening to be tob growth,
a daily podcast for B TOB leaders.
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We've interviewed names you've probably heard before, like Gary Vannerd truck and Simon Senek,
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but you've probably never heard from the
majority of our guests. That's because
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the bulk of our interviews aren't with
professional speakers and authors. Most of our
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guests are in the trenches, leading
sales and marketing teams. They're implementing strategy,
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they're experimenting with tactics, they're building
the fastest growing BBB companies in the
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world. My name is James Carberry. I'm the founder of sweet fish media,
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a podcast agency for BB brands,
and I'm also one of the cohosts
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of this show. When we're not
interviewing sales and marketing leaders, you'll hear
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stories from behind the scenes of our
own business. Will share the ups and
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downs of our journey as we attempt
to take over the world. Just getting
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well, maybe let's get into the
show that. Hey, welcome back to
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the B tob growth show. My
name is Ethan, but I host the
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customer experience series here on the show. And every single interaction that one of
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your customers, are future customer,
has with you, your people, your
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product, your service, your brand, all of that adds up to your
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brand legacy and there's very little that's
more important to build than that legacy.
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If you want to truths in a
lie about how to build that legacy effectively,
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you're going to love this conversation with
Christy Krueger. Okay, welcome back
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to the customer experience podcast. Today
we're going to be talking branding, rebranding
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in a variety of other topics with
today's guests, who brings twenty years of
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experience and Marketing Development, marketing strategy
and marketing communication to this conversation. She
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currently serves as the vice president of
marketing at Revel, a healthcare technology company
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that uses data to move people to
take action for better health. They focus
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on technology, teamwork and creativity to
get that done. Christy Krueger, welcome
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to the customer experience podcast. Thank
you even it's a pleasure to be on.
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Yeah, I really appreciate your time
and I'm really looking forward to this
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conversation, especially because of your branding
background. But will start with your thoughts
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for your or observations or lessons about
customer experience at a high level. Yeah,
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this has been on my mind a
lot, so I've been, you
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know, kind of picking up on
different things and I was listening to a
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podcast interview between Oprah and Bradley Cooper
after he produced and directed a star is
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born, and if you haven't seen
that movie, it's phenomenal. And he
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was in this interview saying that,
you know, his movie or his art
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was so important to him because of
every life it had the opportunity to touch,
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and I just I just thought that
was so cool that people were reaching
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out to him and say, you
know, this really made a difference in
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my life and thank you for making
this movie it wasn't just a movie.
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It was truly art and it had
a message behind it. And I think
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when it comes down to a customer
experience, it's really it's the opportunity to
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touch people's lives and you know,
when you have that opportunity, did you
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inspire them in those connections? Like
that's really going above and beyond. But
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if you really want a great customer
experience, you have to look at it
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as it's the customers experience. It's
their experience that becomes a part of your
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brand legacy. It's not the brand
alone, and really, in the end,
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that's what's the most important thing to
center around. That, I think,
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is true customer experience. I love
it. It's treating all of these
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moments, these touch points, as
opportunities. In there either opportunities to take
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advantage of to make the world a
better place, in to Improve Your Business,
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or missed opportunities where you know you
just maybe took the easy route and
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let the moment go. You have
a really strong brand background it in an
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emerging theme here in these conversation stations
is the relationship between brand and brand experience
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and the customer experience. How do
you see some people have said they're synonymous.
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Other people say differently. What are
your thoughts or feelings about the relationship
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between brand experience and customer experience?
Or they are the synonymous to you,
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I guess. Yeah, I think
it starts with the brand because you know,
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when you build a brand your aspirational, you're thinking. You know,
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what kind of experience are they going
to have, and it's really the soul
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of the company is figuring out the
why? Why are you doing this?
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Why are you asking people to come
to work and and work this hard?
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What? What is the purpose that
we're all connected to? And that really
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then leads to what is your brand
promise? Your brand promise is your promise
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to your customers and how do you
live that every day? So I think
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they're absolutely connected. The one feeds
out the other. It's just when one
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starts and the other one takes off. So truth number one that I have
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on here is live and breathe your
brand promise internally and your brand promise again,
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is that you know your promise to
your customers. What could matter more
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than that? And I was really
inspired by a Ted talk by Simon Senek
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and he talked about how great leaders
inspire action and just really understanding the purpose
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of your company and then you build
off of that and figure out what your
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promise could be to make that happen. And that's when your customers are truly
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connected to when they believe in the
promise that you're making. And he gives
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the example of Apple, which we
all know great, great company, gives
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a great customer experience because they're in
a community with their customers, they believe
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in this mantra of think differently,
and so they're connected to their customers in
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that way and that's their promise to
them and they continually deliver on that.
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And so I really do think brand
and customer experience are tied together and they
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have to be to be successful.
I love it and you in just going
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back to where you started to I
mean doing it internally not only means that
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employees need to have that buy in
and live it out so that the customer
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can experience it, but it gives
a sense of purpose and meaning to day
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to day work as well, which
is awesome. We need that as humans.
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You know, our brand promise that
at revel as we get people to
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do things that are good for them, and we made that really simple on
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purpose because we wanted it to be
for our internal team to really hold on
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to that and know that the work
that they do really, really does matter.
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We have it up, but every
company meeting we have our mission,
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which is to make the world a
healthier place, and then our brand promise
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and our promise to our customers of
how we're going to do that through health
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actions and get people to do things
that are, you know, good for
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them. And we have that integrated
into our culture and it makes all the
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difference. And every team meeting we
talked about client experiences and any member stories
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that are new and it's the best
part of the meeting and it makes us
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just feel really good about what we
do. Yeah, so important and and
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it's I found in my own work
that that's when I then that's what I'm
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reminded of why I sometimes show up
early and stay late and work on the
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weekends and do all these other things
that are, you know, they feel
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sacrificial at times, you know,
when I want to be in kind of
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a martyr state, but then when
you when you can really be reminded of
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the outcomes, that your mission is
actually coming to life and you're doing the
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things you aspire to do. It's
just so satisfying it wropes you right back
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in. So that was your truth
number one, where we're doing a little
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too truths in a lie here.
I'm going to do truth number two because,
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okally kind of builds here and it's
so so for any when the missage
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the first the first truth is living
and breathing your brand. Promise internally and
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again, Brandon promise, are super
important words and it needs to be true
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from the inside out. So truth
number two. Truth number two is treat
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your customers like humans, and I
get into a lot of trouble with this
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one because in a baby world,
which is the world I play, and
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you know, everyone says you have
to be buttoned up your your clients or
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health plans. You know, like
it's very serious, this is people's health
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and we can't do that. And
it's like, guess what, we can.
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We're all human, we all want
to be inspired, we are all
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curious and even in business you're always
a person first. So when you're writing
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or talking to your clients, you're
talking to a person. So show that
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you're human. And I have a
couple of examples. The first one is
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from ATNT and it's their campaign that
says just okay is not okay. And
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you probably heard this one, are
seeing and and I'm going to play it
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now, but it's about getting a
tattoo. So here we go. First
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Atto, yeah, relax and maybe
it's going to look okay. Only okay
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or his boss. I want to
do to too, martest in the city.
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You mean one of the Best Tattoo
arsts in the city, right,
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something like that. Yeah, aren't
you supposed to draw it first? Stay
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in your lane, Bro. Just
okay, it's not okay, especially when
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it comes to your network. So
I love that because it's so true.
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Well, especially when you're getting a
tattoo. We expect more. We want
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a great customer experience and just working
with a company that gives you an okay
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experience. It's just not good enough
and it's not going to fly. You're
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going to go somewhere else then.
So this commercial just did a great job,
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I thought, of really connecting with
the audience and letting you know that
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they're going to go above and beyond
because they too believe that just okay is
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not okay. And this is just
a great example of using humor to connect
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with your audience and talk about your
brand promise. It's very refreshing. People
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are connected by laughter, so bring
it in. That human element is it
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can be great when it works well. It's there's a fine line, so
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you have to be careful of that. Yeah, the whole series is very,
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very entertaining, typically their comedy writers. Comedy is an easy to do,
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but when you can do it well, it's super, super effective and
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it also for me, the thing
that came to mind is, you know,
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the desired outcome right. Oftentimes we're
talking about experience, for talking about
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maybe above and beyond, but there's
also just this basic give me what I
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need in this goes to your promise, which is hey, I thought when
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I did business with you that I
was going to get x, like I
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was going to achieve. The desired
outcome in this case is like just okay,
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is way short of sorry, just
okay is is even short of okay,
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or it can be, and so
we need to make sure we at
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least hit hit the finish line and
if we can do it above and beyond,
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even better. Absolutely. Yes,
an example number two is, you
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know, just just talk to me
like I'm a human. Just just be
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conversational. If you can't do the
humor thing well and you're not going to
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take that chance, I get it. That's up to you and your brand
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and what your tone is, but
at least be human and talk like a
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human. I was listening to an
Hanley, who is on this this podcast
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and I just absolutely love her,
by the way, and she said that
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content is the holy grail of connecting
with customers and I absolutely wholeheartedly agree with
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that. I have an example of
a company that does that for me and
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it's Trello. So they are an
online APP that kind of helps with project
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management and I conbine type style,
and they we use that on our marketing
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team to for project management and helping
us to be organized, and they send
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this monthly newsletter and it's written in
such a human way that it just goes
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above and beyond my expectations every time
because it like reads my mind. It
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like knows the things that I'm worried
about her or want to know more about,
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and every time that newsletter comes I
for it to the marketing team.
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I think I've done that like five
times in a row and they're like okay,
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it must be time for the Trello
newsletter because Christie's sending it out again.
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But the topics are just awesome for
me. It's like mindfulness at work
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and passion projects and ways that you
can be productive, but not the typical
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like here ten tips to be productive. What you know successful people do in
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the morning to be productive. It's
not the same old, same old,
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but it's actually digging a little bit
deeper and say it's okay to be mindful
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at work, it's okay to have
a passion product and combine that with your
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work. So it really speaks to
me. Whoever the blog writer is.
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Thank you very much. That's awesome. Keep it up and if you're not
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using Trello, it's a really cool
tool. So yeah, I love it.
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I used Trello. I also use
a sauna and and it was I
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agree. In Hanley is awesome.
I recommend both of her books, particularly
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everybody rights. I also recommend her
newsletter, which I expect you also enjoy,
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for it's just just extremely well written
in and if you miss that episode
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and you're listening to this one,
you can subscribe to the customer experience podcast
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in any in any player and roll
back. It was one of the first
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five episodes are so so those are
two truths. I think it's easy to
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lose sight of the human on the
other side because you're typically working to deliver
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numbers and metrics and gpis and outcomes, and it's easy to lose sight of
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all the human beings that are involved
in that. So I really like truth
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number two. What is the the
brand or the customer experience lie that a
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lot of people maybe mistreat or overlook? Yes, the lie is that if
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you have client or customer in your
title, that you own the customer experience.
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And I'm sure most everyone on this
podcast, if you're listening to this,
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you already know that that is not
true. Everyone in the company owns
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the customer experience and if you want
to have a great customer experience, your
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team has to know that. It's
front stage to backstage. Everyone creates the
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experience together, and that's why we
have jobs. We should be grateful that
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we can be a part of working
together to make an amazing customer experience,
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because it's the most important part of
our job and we may not even realize
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the impact that we're making. So
going back to truth number one about making
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sure the team is aware of impact
that they're having on customers and sometimes your
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customers, customers, in our case, the members and lives that were touching.
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It just completely changes your mindset and
now you start thinking, well,
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what if the client was my best
friend? What if it was a family
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member? You know, each interaction
I would I would pause, I would
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slow down and I would just take
a moment and think, how can I
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make their life better? How can
I go above and beyond? And I
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think if you come into it with
a just a little bit of a tweak
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to the mindset of like how am
I going to impact someone's experience today,
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and think about them as a human
it can make a really big difference.
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So it's really not a corporate thing
at all. It's a human thing.
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You know, it's about living your
brand promise and your promise your customers because
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you believe in it, and knowing
that you're in a community with your clients.
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You're in this together, and I
think that makes all the difference.
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I love it. It's I mean
when you adopt that mindset, I it
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can't help but manifest itself not only
in your behavior but also in the way
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that the customer has an experience with
any representative of the company. I love
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the way that you loop that back
to the brand, because I think once
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you are once you have a well
defined brand which is provides a sense of
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purpose and emission, it does become
easier to get everyone aligned. I mean
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you you basically made the entire argument
for my going down this sort of producing
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this podcast in the first place,
which is exploring this idea, because customer
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experience is the single most important and
valuable thing we do. But it's difficult
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to get people aligned. So I
love this framework and it kind of tease
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up a question I have for you, which is, you know, one
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of the core values at revel is
fanatical team work. Talk a little bit
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about like what does that look like
practically, you know, like why fanatical?
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What does teamwork look like? Kind
of how are you organized in general,
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and when did that occur to you
all? So, when we were
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writing the mission for the company,
we wanted to incorporate our core values,
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and one of them as fanatical teamwork, brilliant creativity, those are so important
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to us that we had to weave
it into the mission and we were very
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specific about what that word would be
to describe teamwork, and we finally thought.
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You know, it's fanatical. It's
it's about putting people first and really
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working as a team. You know, means we all have great ideas,
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we all bring this creativity and we
need to trust each other and trust that
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sometimes will will make mistakes or will
test something and we're wrong. But what
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do we learn from it and how
do we grow from that? We're an
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emerging cut emerging company within the healthcare
space. We have a lot of lives
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to impact and a lot of good
to do. So we want to be
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as effective as possible and get our
solutions to market as soon as we can,
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because the more solutions we put out, the more we're helping people,
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and so the fanatical teamwork is really
part of all of us believing in the
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same mission that if we work together, we're not just having a fun time
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together, but we're also helping people, and there's no greater feeling than coming
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to work and knowing that you're actually
helping people totally. How old is the
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company? How many people are part
of this fanatical team work? Yes,
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yeah, so we're we've been in
the space for twelve years and we went
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through a rebrand and so we became
revel two and a half years ago when
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I came on board, and we
have about eighty plus people and growing nice.
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And how are you organized? Approximately
like ore like sub teams within this
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super teams. So we have,
you know, typical leadership team and then
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we have a marketing team, technology
team, product team, HR sales and
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marketing together, client experienced team and
probably missing some, but you know,
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a pretty typical structure, I would
say. Yeah, I would agree.
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So this moving people concept, like
you've mentioned it a couple times. You
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know, we're moving people, I
guess, first too thought and then to
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action. On the website, which, by the way, one of your
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one of your it's not a brand
promise for some more functional, practical promise
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that probably helps people with these problems
identify and say I want to connect with
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with these people. As we get
people to stay in network, we get
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people to get their annual physical,
we get people to schedule their next appointment,
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we get people to manage their diabetes, we get people to get their
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family flu shots. So you're moving
people to Action. You know, as
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VP marketing, you obviously have a
lot to do there in terms of kind
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of guiding the process of moving people
to new thoughts and new actions and new
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behaviors. How do you think about
that work? Yeah, so there's we
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have this, you know, two
ways to look at the first one is
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making sure that we have we understand
our members. So it's not just the
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clinical data, but it's also,
you know, how do we know them
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as a human, like we were
saying before, what data do we have
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that can give us some insight into
their living situation right now, or just
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making sure we can even get into
contact with them and which methods are the
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best way that they like to be
contacted. So that's the basic marketing right.
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But the second part of it is
the behavioral science that really drives the
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messaging and understanding. Why would someone
not get a flu shot? Let's make
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sure that we understand what those message
things are, put them out to that
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group and then test them. And
then the technology behind the scenes is figuring
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out which ones are resonating and then
pausing the ones that aren't and using the
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ones that are working, so we
can change the campaign mid flight to use
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the types of messages that are actually
resonating with the audience, and that's why
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we can get such great outcomes,
so good and such a huge value for
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the for your kind of two layers
of clients there. It's a really a
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benefit to both. We have something
in common. We both have great respect
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for Fred Rodgers and both really enjoyed
won't you be my neighbor. Talk about
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that like if for anyone that hasn't
seen I think we would both highly recommend
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won't you be my neighbor, which
is a fantastic film that I did not
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watch a lot of Mr Rodgers growing
up, but always had, you know,
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not awareness and and appreciation, and
that just took it for a new
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took it to a new level for
me. What do you think his message
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or that film can teach marketers or
anyone working in a professional capacity today?
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I think just being a good human
I mean he had so much credibility and
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just honesty and you know his quote
about the greatest gift is just being your
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honest self and then sharing that with
kids who are growing up in a crazy
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world and just being true to yourself
and doing the things that are right.
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You know, he would write letters
to his fans, to these little kids,
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to help them understand all the things
that we're going on in the world
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and he would take time to write
those letters and explain them. His wife
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would help him with that too,
and it was just like imagine if you
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took the time to write letters to
all your clients, you know, or
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a subset of them, and really
think about the answer and be thoughtful about
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it. So I think he's just
an amazing role model and he did so
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much for our country and for the
youth that you know that to experience his
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show so good. The this it
reminds me of another Guid beemerging theme on
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the show, which is like,
you know, scaling the unscalable. I
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mean, if he can, who
because he was watched by millions. I
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mean he was on television when there
weren't eighty five hundred different channels. You
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know, if someone on a making
the impact on a national scale can do
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that in order to, you know, fulfill probably his own personal mission,
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I think all of us could do
a little bit more. I think we
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stop ourselves and say, Oh,
we you know, we can't do that
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at scale. So what would it
look like to write a personal note or
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to send a truly personal video to
each one of your customers? Such a
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good message, Christy. This has
been really fun and I am going to
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give you the chance, because relationships
are our number one core values here,
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to to think or mentioned someone who's
had a positive impact on your life,
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for your career, and then shoutow. You already shouted out Trello, a
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company that I also enjoy as well. I guess I need to pay more
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attention to their to their new letters
or get on you forward it to you,
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you're getting your distributionless, but but
also maybe shout out another company.
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It's doing customer experience really well.
Sure. So the first one to thank
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you would be too, an Hanley. I mean I went to her be
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to be marketing conference last year and
just learned so much. Some of the
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things actually talked about today were some
things that they talked about like humor and
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being human, and it was just
so, so empowering to know that the
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path that I was on was the
right path and I had so many people
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at that conference tell me like,
keep doing it, what you're doing is
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right. Yes, people are going
to think you're crazy or they're going to
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think you're doing the wrong thing,
but you're doing the right thing. Keep
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marching on, and that was really
inspiring. So a big thank you to
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Anne for putting such a great conference
together every year and I'm coming again this
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year, so nice. And another
company that I think is doing the customer
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experience well is is Amazon, because
it impacts my life so much. I'm
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super busy with two kids running around
a soccer practices and Games and tournaments and
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softball practice and gymnastics and blah,
Blah Blah, and just knowing that I
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have Amazon at my side to like
order things and like, you know,
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get it in two days is like
it's wonderful. And then also having Alexa
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at home because of my kids,
can order up music and, you know,
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it's amazing to me. I never
had imagine that as a kid that
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I could have this device that would
play any song I could think of on
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demand. They have no idea.
How could they have it so good in
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its all just so seamless. You
know, it's a movement toward just this
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ambient experience where you can just call
out into the wind and things happen for
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you. So cool and and just
in to think, you know, if
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you could not imagine it at their
age and it is normalized at their age,
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what are their kids going to be
doing and how are they going to
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be engaging with companies and brands and
technology. That's a different conversation. That's
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a completely so, Chrissie, I
really really appreciate your time and your insights.
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You are on the right track.
I love that you got that kind
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of that validation and that encouragement to
keep moving in a direction that treats people
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as people. Really it's the golden
rule, which is represented in every major
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world religion as well as variety of
philosophies, which is treat people as you'd
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want to be treated, and I
think if we can do that in our
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businesses that's just a basic foundation for
success. How can someone follow up with
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you or with rebel? Sure you
can just go to Linkedin and look for
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a Christy Kruger revel health or go
to revel healthcom. Awesome. Thank you
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again so much for your time.
Continued success to you. Yeah, thank
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you so much, even hey,
I hope you enjoyed Christie's take on how
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to be more personal and more human
as you build relationships, serve customers and
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grow your business. I hope you
also enjoyed her shoutouts to Ann Handley,
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who's a great marketer herself. She's
also a guest on the customer experience podcast.
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If you want to hear that conversation
with Ann Handley other conversations like this
365
00:25:10.900 --> 00:25:15.539
one with Christy Krueger, subscribe to
the customer experience podcast. You can find
366
00:25:15.579 --> 00:25:22.490
the customer experience podcast in Apple podcasts
and itunes, Google podcasts and Google play,
367
00:25:22.970 --> 00:25:26.930
spotify, stitcher. Wherever you listen
to your podcast, you can check
368
00:25:26.970 --> 00:25:30.690
out the customer experience podcast. I
hope you enjoyed this episode and thanks again
369
00:25:30.730 --> 00:25:37.920
for listening. If you are a
regular listener of BB growth, odds are
370
00:25:38.000 --> 00:25:42.759
you might enjoy sales success stories with
Scott Ingram as well well. This year,
371
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thanks to a partnership with outreach and
sales hacker, our friend Scott Ingram
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is making the live stream of his
sales success summit available for free. The
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event is on October fourteen and fifteen, featuring thirteen presentations and five panels,
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