#CX 49: Have I Oversimplified CX? w/ Ethan Beute

WEBVTT 1 00:00:04.519 --> 00:00:09.990 People will forget what you did, but people will never forget how you made 2 00:00:10.269 --> 00:00:15.710 them feel. A beautiful and often used quote from American poet Memoirst and civil 3 00:00:15.750 --> 00:00:20.589 rights activist Maya Angelou, and the foundation for this short episode of the Customer 4 00:00:20.710 --> 00:00:24.980 Experience Podcast and the CX series on the BB growth show. My name is 5 00:00:25.100 --> 00:00:28.940 Ethan Butte. I am your host. I'm also the chief of angelist at 6 00:00:29.019 --> 00:00:35.460 bombomb and coauthor of the Book Rehumanize Your Business. How personal videos accelerate sales 7 00:00:35.729 --> 00:00:41.369 and improve customer experience. I often have the privilege of coming out to speak 8 00:00:41.369 --> 00:00:46.130 and present on the ideas that I'm learning and developing in my role at bombomb, 9 00:00:46.369 --> 00:00:49.969 and I just put together a presentation for the hubs about User Group here 10 00:00:50.039 --> 00:00:55.000 in Colorado Springs, where bombomb is headquartered. I'll be talking about personal videos, 11 00:00:55.479 --> 00:01:00.920 simple personal videos, Webcam and smartphone videos that are casual, conversational, 12 00:01:00.960 --> 00:01:07.430 unscripted and meant to replace some of your faceless digital communication that plain black text 13 00:01:07.549 --> 00:01:11.590 on a plain white screen that doesn't differentiate you, doesn't build rapport and doesn't 14 00:01:11.629 --> 00:01:15.469 communicate nearly as well as if you just look someone in the eye and spoke 15 00:01:15.510 --> 00:01:19.739 to him or her. So I'll be talking about how to use those videos 16 00:01:19.980 --> 00:01:25.579 across the entire customer life cycle and across the entire employee life cycle, all 17 00:01:25.780 --> 00:01:30.340 in serve us of a better customer experience and a better employee experience. And 18 00:01:30.500 --> 00:01:36.010 because there are so many ways to approach customer experience. For example, is 19 00:01:36.090 --> 00:01:40.609 it an outgrowth of customer success or an evolution of customer success? Or is 20 00:01:40.689 --> 00:01:46.090 the experience to be managed by the CMO or the crow or the new CXO, 21 00:01:46.170 --> 00:01:49.879 chief experienced officer, or a CGEO, a chief growth officer? There's 22 00:01:49.879 --> 00:01:53.719 so many ways to approach it. So I decided to put together a little 23 00:01:53.760 --> 00:01:57.319 three or four minute peace near the top to get everyone on the same page 24 00:01:57.400 --> 00:02:00.950 with the primary characteristics of customer experience and to wrap that section up. I 25 00:02:01.150 --> 00:02:07.750 wanted to put customer experience in the simplest terms possible and what I'm trying out 26 00:02:07.829 --> 00:02:10.430 here, and I would love your feedback on it, is it's about how 27 00:02:10.750 --> 00:02:16.099 you make people feel. The essence of a great customer experience is about how 28 00:02:16.379 --> 00:02:22.340 you make people feel, how you make people feel about you, you personally, 29 00:02:22.939 --> 00:02:27.219 your warmth in your competence, how we make people feel about themselves. 30 00:02:27.580 --> 00:02:32.129 Did they feel smart, secure or confident? Is there identity enhanced by participating 31 00:02:32.210 --> 00:02:36.210 with you and you're companying your product in your service? How do they feel 32 00:02:36.210 --> 00:02:38.810 about themselves when they interact with us? How do they feel about our team 33 00:02:38.889 --> 00:02:44.520 members if they were to connect directly with a salesperson or a service person or 34 00:02:44.520 --> 00:02:47.960 a support person, or if they walked into your building and they interacted with 35 00:02:49.080 --> 00:02:52.240 someone at the front desk, or if they're at a conference or a trade 36 00:02:52.280 --> 00:02:55.120 show? How do they feel about your team members and how do your team 37 00:02:55.159 --> 00:03:00.750 members make them feel about themselves? How does our product or service make people 38 00:03:00.830 --> 00:03:04.750 feel? Is it a rewarding experiences? It may be easy or even fun. 39 00:03:05.229 --> 00:03:08.750 Have we removed frictions so that they're less frustrated and more productive? How 40 00:03:08.830 --> 00:03:14.379 do we make people feel about the problem or opportunity that brought us in relationship 41 00:03:14.419 --> 00:03:16.620 with them in the first place? Do they feel helped and supported? If 42 00:03:16.620 --> 00:03:21.900 they tackled the problem or eliminated the problem? Have they taken advantage of the 43 00:03:22.020 --> 00:03:24.219 opportunity and what was our role in that? How do they feel about that 44 00:03:24.259 --> 00:03:28.889 situation? Is it something that they want to do again? How do they 45 00:03:28.930 --> 00:03:34.210 feel about that situation historically, it seems like sales and marketing in particular, 46 00:03:34.330 --> 00:03:37.250 and even see us, has been about what we can get people to do, 47 00:03:37.889 --> 00:03:39.969 not so much about how we make them feel, but what they do 48 00:03:40.210 --> 00:03:45.319 is the outcome. Our thoughts and our feelings precede our actions and, of 49 00:03:45.400 --> 00:03:50.120 course, our actions precede results. If we're properly motivated, will perform the 50 00:03:50.240 --> 00:03:53.919 necessary actions to get the desired results. Of course, that whole process leaves 51 00:03:53.960 --> 00:03:59.550 people with thoughts and feelings, but no action occurs in the absence of thoughts 52 00:03:59.590 --> 00:04:02.669 and feelings. And directly to the human side of this, what we want 53 00:04:02.750 --> 00:04:06.669 to feel most as individuals. I'm speaking a little bit as a customer now. 54 00:04:08.069 --> 00:04:11.939 The most important need that we have as people is to feel seen, 55 00:04:12.580 --> 00:04:17.259 heard and appreciated. When we make people feel seen and heard and appreciated, 56 00:04:17.420 --> 00:04:23.259 we are any great position. By making people feel that way, we can 57 00:04:23.379 --> 00:04:28.730 turn around a negative situation. For today's gross story, we're talking about all 58 00:04:28.810 --> 00:04:33.170 state. All stay offers best in class products and services that provide innovative protection 59 00:04:33.290 --> 00:04:39.639 and retirement solutions to millions of households nationwide. 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Step by step, Click 68 00:05:15.779 --> 00:05:19.300 by Click, institute teaches you all of the skills you need to launch your 69 00:05:19.379 --> 00:05:27.449 own successful digital marketing campaigns. Sign up today at Directive Consultingcom Institute and get 70 00:05:27.449 --> 00:05:32.850 your first four lessons on us. Once again, that's directive consultingcom institute to 71 00:05:32.970 --> 00:05:36.800 get for free lessons from the pros. All right, let's get back to 72 00:05:36.800 --> 00:05:44.480 the show. If you remember the episode about the effortless experience, you'll remember 73 00:05:44.720 --> 00:05:47.800 that one of the things people hate most is feeling like a number. They 74 00:05:47.879 --> 00:05:53.389 want to feel valued and appreciated, and it doesn't take much. We just 75 00:05:53.509 --> 00:05:56.110 need to be a little bit more intentional. We need to be a little 76 00:05:56.110 --> 00:06:00.910 bit more aligned across the teams and departments within our organization, all of the 77 00:06:00.069 --> 00:06:05.139 people who create these feelings within our customers. When we keep our customers in 78 00:06:05.220 --> 00:06:10.980 mind as humans, when we build that into the culture, when we keep 79 00:06:11.019 --> 00:06:15.339 in mind that we're making people feel a certain way, whether we intend to 80 00:06:15.540 --> 00:06:19.410 or not, we're putting ourselves in position to create and deliver better experiences for 81 00:06:19.490 --> 00:06:26.089 our customers, to make more people feel good more often about us, about 82 00:06:26.089 --> 00:06:30.610 themselves, about our product or our service, about our team members, about 83 00:06:30.649 --> 00:06:33.560 the problem or opportunity that brought us together in the first place. And this 84 00:06:33.759 --> 00:06:39.360 feeling goes in multiple directions. It's easy to think about and talk about customer 85 00:06:39.399 --> 00:06:45.160 experience as company to customer or employee to customer, and it is, but 86 00:06:45.360 --> 00:06:51.269 this is also about employee to employee, customer to employee and customer to customer. 87 00:06:51.829 --> 00:06:57.350 That's the foundation for community, and community can be the foundation of an 88 00:06:57.350 --> 00:07:01.459 incredibly healthy business. So are you buying this? When I put customer experience 89 00:07:01.579 --> 00:07:06.379 and simplest terms, did I oversimplify it? Is the essence how you make 90 00:07:06.540 --> 00:07:11.660 people feel. Please reach out. Hit me up on Linkedin. My name 91 00:07:11.740 --> 00:07:15.290 is Ethan Butte. That's etch an. Last name is beute, or email 92 00:07:15.370 --> 00:07:24.529 me directly, Ethan etach N at Bombombcom. That's etch an at bomb bombcom. 93 00:07:24.889 --> 00:07:28.170 I would love your feedback. I would love your questions. This is 94 00:07:28.250 --> 00:07:31.959 an ongoing conversation and if you haven't yet done so, be sure to subscribe 95 00:07:32.120 --> 00:07:36.240 to the customer experience podcast. You can find it in all the popular spots, 96 00:07:36.399 --> 00:07:41.959 apple podcasts or itunes, Google play, Google podcast, spotify, stitcher. 97 00:07:42.319 --> 00:07:46.230 If you want to go inside the episodes, you can visit Bombombcom podcast 98 00:07:46.670 --> 00:07:50.870 and to check out the definitive guide to better business communication, be sure to 99 00:07:50.949 --> 00:07:58.579 visit bombombcom book or search rehumanize Your Business at Amazon. Again, my name 100 00:07:58.579 --> 00:08:01.779 is Ethan Butte and I thank you so much for listening. Have a great 101 00:08:01.779 --> 00:08:09.500 day. I hate it when podcasts incessantly ask their listeners for reviews, but 102 00:08:09.620 --> 00:08:13.290 I get why they do it, because reviews are enormously helpful when you're trying 103 00:08:13.290 --> 00:08:16.569 to grow a podcast audience. So here's what we decided to do. If 104 00:08:16.610 --> 00:08:20.209 you leave a review for be tob growth and apple podcasts and email me a 105 00:08:20.290 --> 00:08:24.930 screenshot of the review to James At sweetfish Mediacom, I'll send you a signed 106 00:08:24.009 --> 00:08:28.720 copy of my new book. Content based networking. How to instantly connect with 107 00:08:28.839 --> 00:08:31.920 anyone you want to know. We get a review, you get a free 108 00:08:31.959 --> 00:08:33.080 book. We both win.