Transcript
WEBVTT
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Fundam mentally what customer experience really means. It it's all the ways that we
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interact with people. The situation was
unprecedented, but the lessons are timeless.
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This episode of the CX series here
on B tob growth is the first conversation
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I recorded as the coronavirus pandemic came
on. Our guest is Samantha Stone,
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author of Unleash Possible, a marketing
playbook that drives be tob sales, and
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founder and CMO of the marketing advisory
network. She shares tips on Customer Communication
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Channels, recent research on chat experiences, live chat versus chat bots when customers
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need and want to talk to a
human, the power of simple video and
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more. My name is Ethan Butt. I host the CX series. I'm
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chief evangelist at bombomb and Co author
of the Best Selling Book Rehumanize Your Business.
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Here are some helpful insights and great
stories about connecting and communicating more effectively
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with our customers. When your sixty
some episodes into a podcast, you're still
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full of firsts, and we've got
a new first today. Our first return
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guest after a variety of B Tob
Marketing, product marketing and marketing communications roles
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are guests. Founded the Marketing Advisory
Network, where she serves as CMO.
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She's also the author of unleashed possible, a marketing playbook that drives be tob
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sales. Her first appearance with us
was on episode fourteen, which we titled
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Balancing Automation, Artificial Intelligence and human
relationships. She's now back to talk about
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customer communication channels, including the chat
experience, the power of video to keep
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us connected even when we're physically separated, and generally, crisis communication, all
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through the Lens of the unique circumstances
we all find ourselves in with the coronavirus
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pandemic. Samantha Stone, welcome back
to the customer experience podcast. Well,
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I am so honored to be your
first return guest. I have so enjoyed
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our conversation last time and I'm looking
forward to having another one again today.
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Yeah, and a just a quick
note before couple things before we get going.
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First, you do such a nice
job of staying in touch and you
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were the, I guess, unintentional
creator of the episode with David Merriman Scott,
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by sending a copy of fanoccracy over, and so I hope folks check
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that one out too. And you
know, before we get into customer experience,
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I think let's just set the scene
a little bit. We're recording this
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on Mark Sixteen of two thousand and
twenty. You're in Massachusetts, I'm in
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Colorado. Where are you right now
with the coronavirus, covid nineteen situation?
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You know, I'm glad you brought
that up because we were talking about before
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the show. Ethan. I actually
don't think really we can talk about anything
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else. I think the the reality
is that when there are moments of crisis
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like we're seeing today and it's widespread, it's global, it's affecting everybody,
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to pretend it's normal course of business
is just not realistic. People can't think
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about what they might eat in six
months from now or twelve months from now.
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What they thinking about right now is
what do I need tomorrow? Maybe?
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What do I need this here I'm
happy to share sort of very transparently
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opening a little bit about myself.
I have a lung health condition. The
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lung health condition makes me extremely vulnerable
to the COVID nineteen disease and virus because
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of some of the injections that I
take to treat that lung condition were suppress
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my immune system. In addition to
that, should I get any respiratory infection
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in including this, I am likely
to be one of those people has a
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very, very severe reaction to that. It's so what is like in my
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household right now is a lot of
for cautions. My poor son made the
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mistake of ordering Burger King through Grubhub, and here I am before you open
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the door. Tell them to leave
it on the ground. You've already paid.
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Here's gloves, pick up the bag. You know I'm really we are,
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you know, all joking aside.
We are being very, very cautious
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right now, but we are going
outside, we are living in guests,
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we're doing no travel, but we're
communicating, and one of the great reasons
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I'm excited to be talking to you
about this during this time is that video
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is a way that we're staying connected, not just at work but also with
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family. I have a mother and
father who drove back from Florida after several
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weeks away and because of their age, we're not visiting with them right now
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and it's really hard to not get
my mom and dad a great big hug.
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But we did do some video chatting
and that also made us feel just
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a little bit batter that we're still
connecting with each other. That's good.
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Yeah, there is no substitute for
real in person connection and nice warm hugs.
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They will come again, but it
won't be any time very immediately.
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We did the same thing here.
We still have all the stores and restaurants
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are still open, although I know
they're closing down elsewhere, and we're all
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working remotely at bombomb. And first
all the events and everything are canceled and
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we'll kind of get into some of
the consequences of that, I think,
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to the conversation. But one thing
we did spin up within thirty six hours
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of saying yeah, that's a good
idea, let's do it, as we
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started offering bombomb absolutely free to all
educators so that they could stay facetoface with
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parents, students, peers and other
people important to that process. And as
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a parent whose son is hanging out
at home right now, they just said
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two weeks. Basically they doubled spring
break and there they'll reassess, but there's
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not a chance he's going to go
back to school physically in the next you
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know, two weeks. When this, when this initial period is over.
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So it's a really interesting time.
It's highly, highly fluid and as business
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operators and practitioners, I think we
need to be, as you already offered,
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highly sensitive to where our customers and
future customers are in where our employees
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are just kind of in a headspace
and in a legitimate, direct, immediate
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experience. So let's get into and
let's start where we started last times,
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where we always start here, which
is, you know, what thoughts do
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you have at a high level on
on customer experience? What does it mean
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to you? What are some of
the characteristics? You know, for me,
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customer experience there's a couple ways of
looking at it. So one way
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of looking at is a structural with
an organization. What's the team that's responsible
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for creating an experience with our the
people that we sell to and that we
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serve, and that is, you
know, organizationally, done in many different
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ways by different types of organization.
But fundamentally, what customer experience really means?
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It's all the ways that we interact
with people. It's how they find
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out what we do and how they
come to our website. It's the tone
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of the conversations we have with them
during a sales process. It's when they
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we deliver the service to them.
Right. So whether, like me,
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I might go in and I might
be running a workshop or I might be
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running a meeting, how I do
that as part of the customer experience.
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If I'm selling them a physical item, how it's packaged a part of the
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customer service. When there's a problem, how we respond, it's it's everything
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about how the people we serve interact
with us. That's what customer experience is
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all about. I really like it. I think, you know, it's
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a little bit righter cliche to refer
to Simon Sinex start with why, but
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you know this. You're in that
middle layer of how, in the second
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part of that. In that how
is something that is so much more difficult
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to replicate or steal or mimic then
the what. The what is very easy
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to mimic, and in the how, I think, is the you know
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what is the first really good chunk
of differentiation in the experience that we're creating.
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So you already said it's not business
as usual, and it is not.
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It's not life as usual either right
now in the United States or anywhere
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else on the globe. So,
just to kind of get it going,
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what are some of the implications that
you see immediately from a business standpoint of
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social distancing and, you know,
going remote and all the other consequences that
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were all experiencing right now? I'm
glad that you ask that question because there's
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a lot that's going on. So
some of the things that are affect marketers,
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for example, are I got in
my facebook feed a person who was
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promoting and in person event on March
twenty four. No, just no,
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stop right. So that was a
really obviously means. Well, you know,
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look, I could have chosen to
just scroll on past that advertisement not
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respond, but I actually had a
really negative reaction to it. Right.
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It felt very toned for me.
I know that's not the spirit. Technically
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they were targeting fewer than twenty five
people, they were abiding by the rule
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of law, but I didn't feel
like they had my best interest at heart.
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So we as marked as a look
at all the things that we do
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on a day to day basis and
how we're communicating and make sure we're wearing
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a sensitive lens that acknowledges it.
The other thing that we have to do
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is you have to realize that are. The way we serve our audience is
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going to change. If I am
someone who works in an office and I'm
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now working remotely, do I have
appropriate call routing? For example, I
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have a friend who works for Legal
Aid. She's an amazing attorney who dedicates
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her life to service, and I
said to her we'll just phone call people,
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like, don't show up to the
hospital to meet that. What are
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you doing? Like I get all
this anxiety and she pointed out to me
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that she can work from home.
Except the translation service that allows her to
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communicate with people whose English is not
their first or dominant language is not working
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in her home phone. It only
works at our office phone. Right.
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So they'll solve for that. They'll
fix that. But in all of our
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businesses we have lots of things about
what we do that we have to think
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about. What happens when the people
who can be remote our remote. We
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also have to recognize that there's lots
of things that can't be done from home.
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You know, if you're a first
responder, if you're a healthcare worker,
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if you are working for an essential
city service, if you're keeping our
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water and our power running, if
you work in a grocery store. God
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bless you, because you have this
incredible, difficult job and a stressful situation
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and we need our food supply chain
to not be interrupted. Right we don't
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think about all the stuff that has
to happen there. So we as leaders
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need to acknowledge the fear that people
have around that, the concerns their family
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members have around that. We need
to do what we can to protect them.
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So for those of us who have
a service that could maybe protect them,
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we should be making that readily available. We've seen some great things.
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You gave an example or earlier of
providing educators video access at no cost.
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We've seen other people make other kinds
of conciliation. We also need to take
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care of security. The reality is
when people are working more remotely or they're
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working and more social distance situations,
they are maybe not following all the secure
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protocols or filing sending files back and
forth an email and they're throwing things and,
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you know, portable drives and they're
exposing us. They don't have the
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same networks and firewall. So we
need to make sure that we're thinking about
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the infrastructor to protect the data of
the people that we're serving in this situation
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and so sort of the threat about
all of this is simply using our good
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sense to think through the scenarios that
our customers are going through, to be
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sensitive to how we communicate and to
be consistent and transparent about what we are
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doing with our customers. And then, on the flip side, we have
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to accept and be ready for an
entourage of people who are trying to cancel
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reservations, reschedule meetings, transform whole
conferences into virtual events, who are just
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not sure how to make all these
bits and pieces because we've never gone through
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something like this on a global scale. I've certainly done this and crisis management,
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for example in New Orleans when we
had those, you know, terrible
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hurricanes, or we had flooding in
Texas last year, but when we think
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about the scale of this, it's
unlike anything that we've done, and so
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we have to be ready to have
questions that we don't have time to answer
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be asked and we have to be
patient with it. These are the times
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we're talking to human is probably better
than talking to a machine. Right if
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I'm worried, I need a I
need rubbing alcohol the clean my medical equipment.
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This came up on a facebook group
recently and before I go to the
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store and I send somebody there get
my rubbing allcle I want to make sure
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it's in stock and I call the
store, I need to talk to someone
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who's going to be able to tell
me whether it's in stock, tell me
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whether I'm going to be able to
get it in stock, maybe recommend places
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where we could have it be put
on a weight list, whatever those things
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may be, and come together and
interact with people in a way that is
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sensitive to even if we're feel like
business is normal, because I'm sitting in
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the same office I sat in three
weeks ago and six weeks ago, it's
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not normal for the people who are
calling me and asking me questions. Yeah,
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really, really good. There's a
lot there. The couple things I
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want to touch on. One is, you know, when you talk about
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transparency, that couple words came to
mind there, and the it's visibility and
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accessibility, and so you know all
this is up in the air. Is
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this two weeks? Is it a
month? Is it eight weeks? Is
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a number that was just thrown out
like it's so, so fluid, and
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so I think keeping communication channels open
for our team members right as we try
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to figure out what is something that
we didn't anticipate. We need to close
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this loop, we need to fix
this. You gave a number of really
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good examples of just workflow issues that
we need to pay attention to. And
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and then you also teat up something
that I spent a lot of time over
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the weekend doing, which is,
UN undoing all of my travel plans.
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I have a high school junior at
our home and you know, we have
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a will. He's a school kid, love school, high performer. So
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we're like we had a bunch of
college tours scheduled between now and next fall
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and you know, so we've been
to a few schools already, but the
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first big trip here over spring break, of course, is canceled. So
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we have to cancel personal plans,
professional plans, etcetera. And so I
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found myself in a zone that I
know you have a lot to recommend an
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offer around, which is the communication
channels that are available to us as consumers.
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And so you know, I was
on I was any emails, responding
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to some emails, I was in
some mobile APPS, I was on some
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websites, some was front facing some
I was logged into my own account and
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I was on the telephone intermittently across
these experiences and in one case they took
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me from an email where to cancel. They still wanted to charge me fifty
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percent of the charge and then I
called and they said, Oh, okay,
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no problem at all, you don't
have to pay that. will send
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you another email. Take a look
at it. This for a rental car.
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Take a look at it and just
reply and see what your circumstances are
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and then we'll just use that on
file and then just cancel what turns out
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a demon work out that way.
So it's some point I need to call
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him back because their reply to my
email, which said entire trip is canceled.
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The schools are not accepting us to
visit the campus anymore. We're just
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not doing the trip. It's not
the prudent thing to do and we can't
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even execute the whole reason we're going
in the first place. So we would
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like a you know, a refund, and the reply was well, there
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isn't. There is not a national
mandate not to travel, so we can't
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do that right now. You know, this is like be still my heart,
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like, look, I'm sensitive and
I understand that's there are financially vulnerable
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companies out there that these changes impact, and I believe that our government and
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our communities and our customers and our
partners need to find a way to keep
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people solving through this. Having said
all of that, they answer and solution
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is not to piss off every customer. Even they shouldn't even have made you
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ask the question of sending the emails. We are in lockdown as a globe
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right now across much of the world, certainly across the United States and the
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campuses. Every college student right now
is on force break. My son tomorrow
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is going to empty his dorm because
even though they have an officially said it's
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going to be six or eight weeks, it's I think every everything indicates it's
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going to be and we don't want
to have to go back. If school
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reopens, will bring a stuff back. I'll like to have that problem right,
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but we're going to go empty it. At least we can get his
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books and things for online learning.
So they the right customer service and customer
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experience should have been to proactively communicate
with you. We suspect your travel plans
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have changed. If we're not correct, please let us know so a default,
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that the default should be the most
likely scenario somebody's going through and they
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shouldn't make it go through their hoop
of saying why your plans have changed,
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because we know the answer to that
question. Your plans have changed because everything
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is in a slow down mode as
we as a country respond. Now,
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I don't blame the individual person who
had to read that email. Clearly they
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haven't been given a corporate policy that
gives them the fortitude to address that.
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They could have a policy that says, at this point, we actually can't
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afford to do refunds and maybe we're
not in a financial situation to do that.
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Then they should have been should at
least give you a credit towards future,
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or they should have some dialog with
you about that situation. But they
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defaulted wrong they asked you to jump
through hoops incorrectly. They have a policy
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that's going to make you uncomfortable and
unsatisfied with it and instead of delivering bad
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news to you and a conversation where
at least the empathy can come through,
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they didn't do it. For example, I canceled my housekeeper. Let me
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tell you, this was a painful
decision for me. To make. I'm
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in a situation where I could Ford
to pay her, so I said that
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I'm going to just then mow you
the money, at least for a couple
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of times. She's an individual and
I'm fortunate and grateful to be able to
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say that I can afford that.
But if I had to call and cancel,
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I wouldn't have sent her a text
message saying I'm canceling and I'm sorry
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I can't pay you. I would
have picked up the phone and, at
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a minimum, left of voice mail
where she could hear my voice and hear
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my sincerity in understand that I feel
bad about it. We can't always do
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the thing that's going to make the
customer on the other side happy, but
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we can do the thing that makes
them feel we're human and empathetic to the
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situation we find ourselves in. Yeah, just allow them to feel like they've
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been heard and that they're appreciated.
I see you, I understand your circumstance.
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I want to meet you there.
Let's talk about what we can do.
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I thought the airlines in general did
a very nice job of the two
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things you specifically recommended, which is
default to what is the most likely situation,
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which, by the way, this
applies at all times, not just
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in times of crisis, but default
to what the expectation is and then make
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it really, really easy. All
of them are hey and and I forget
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which one, because I had flight
schedule. I'm united guy on points mostly,
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but because they fly out of Colorado
Springs. But you know, I
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had flights on Delta and American also
schedule, just I could go direct out
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of Colorado Springs, which is not
a major airport. So I mix up
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my vendors and they all did a
really nice job of proactive communication. And
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I forget which one it was,
but they said, Hey, don't call
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us, here's the deal. You
know, you have no obligations right now.
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You have up until the end of
the year to reschedule. You know
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the value of this flight, and
it's like so they're like it's really kind
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of this whole flat in the curve
thing. But you know, in a
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very acute customer service situation, is
like, don't call us right now.
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You're going to hate it, we're
going to hate it. We got your
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back. Don't worry about it.
You have months to figure it out.
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And so what now? What I
need to do is make a little spreadsheet
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to say, you know all the
flights I canceled in a little open credit,
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because they're spread across various APPS and
websites. But they did both of
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those things really, really well.
The perfect example of how to use technology,
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because what they needed to free up
their staff for was the person who
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says my son is stuck in London
and I need to get my kid home.
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Help me do that. So look, technology can help us communicate to
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the default step and they made it
very easy and Airy rampathetic so that the
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when the things that are emotional things
that I need to respond to, I
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can make sure that my phone staff
is available for them to be able to
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I agree. I think the airlines
overall have done a nice job. My
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son reluctantly was on a flight this
week. It was a short domestic flight
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from Rochester. I was really uncomfortable
situation, but I needed to get them
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home and I was comforted by talking
to the airline about the cleaning thing.
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So sure, I got the email
everybody else got, but given my scenario,
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I also called the local airport and
I asked them to give me,
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you know, sort of the lay
of the land and I felt they were
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honest and sincere and well trained,
because we could have had the option of
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him renting a car and driving back
or something like that. So I think
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you're right. There are so much
good happening right now and so much that
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I've actually been pleasantly surprised by.
But there have been pockets of opportunists that
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are sort of feeding in to the
frenzy and the fear and the discomfort or
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just making us go through a whole
bunch of extra hoops. Nobody needs the
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extra stress right now. Let's make
it easier on ourselves. Yeah, so
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let's talk about one of the channels
that I know you have some thoughts on,
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which is chat, and we have
kind of two ways to go about
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that, live chat and chat bots. You know, last time we talked
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we talked about the transparency of automation
and AI. Although a lot of cover
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ground episode fourteen. Go back and
listen to it. Is Really, really
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good. So we won't won't do
too much of it again. But you
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know this idea that so much of
what we're calling AI is actually automation.
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In these channels, you don't have
what you have on the phone or even
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what you have with videos, kind
of this empathetic thing. We talked about
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transparency and not acting as if you're
a person if you're actually about. But
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you know, in this context of
our conversation here today, what do you
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think about the chat experience today as
regards the customer experience? You know,
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first of all, I think the
chattocks were, in both live and,
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you know, ai driven, our
part of the tool kit that we should
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be using. I think they're incredibly
useful. I did a study where we
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talked to about five hundred and fifty
things, where the number at it up,
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but over five hundred consumers and we
very specifically ask them, when they
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want to talk to a machine when
they don't, what their expectations are.
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We gave them scenarios and asked them
to say, if you read these three
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scenarios, how would it change?
Would you buy from that person again?
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How do you what do you think
about their brand? And it was starting
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laneley clear for everyday operational things,
talking to a machine instead of a person
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is perfectly fine and often preferred.
I want to know if you're open.
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I want to know you know,
what's the balance on an account? What
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time is that appointment? I scheduled
again. Right. I don't actually need
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to have a back and forth.
I want to answer the question and get
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it answered. When I have a
moment of concern, upset frustration, do
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not give me to a machine.
It actually makes it significantly worse and it
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doesn't just make it significantly worse in
the moment that I'm in right now,
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it makes me not want to interact
with your brand prior the other thing that
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it's surfaced very clearly is don't pretend
your human if you're a machine, because
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when we get into scenarios where I
can tell that the transfer, they were
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more the same bad chat experience that
was clearly a little robot symbol and like
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not a real person, as it
look like a picture of a person.
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Right, the same exact chat script
was way more negatively perceived in the long
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term relationship I want to have with
the brand. When it was I thought
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it was a human or were pretending
to be a human. Then when you
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were just clear that's robot, I
forgive the robots ignorance because it's a robot
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and I'm okay with that. For
goodness. It also became very clear we
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need escalation pattern. So it's particularly
in scenarios like this, where we all
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have questions. You're running around trying
to figure out how I'm going to respond
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to events being canceled and I'm trying
to figure out where I'm supposed to be.
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Your get home from wherever I am
or adjust a meeting for wherever I
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am. When I hit a steck
point, I need to be able to
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talk to an actual human being and
our automated technology needs ways to I identify
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that. I'm getting that point when
we put that chat bought up and we
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simply say here have a you know, here's the phone number to call.
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It's one of the most frustrating things
that can happen because you're asking me to
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leave the medium I chose to use, in this case a chat window,
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and go find my phone, dial
a number and reget in a queue for
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somebody to answer my phone call.
And even if the phone call gets resolves
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my issue, we've created extra steps
for someone at a moment that's the worst
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time to create ex extra work for
them. Yeah, putting the burden on
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the customer, even the perceived burden, in some cases really not that much
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more work, but if it feels
that way, the customers experience is the
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experience. The customers experience is a
matter of fact. We need to respect
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it and appreciate it. In this
channel switching situation, I did a solo
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episode just based on some of the
learnings of the first chapter of the effortless
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experience by Matt Dixon in a couple
other folks, and that's one of the
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being treated like a number and channel
switching are two of the most frustrating things
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people can experience. Really interesting survey
results, by the way, love that
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you're just doing that work so in
unleash possible. You advocated for video like
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extensively. I forget which chapter it
was somewhere toward the end and of course
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we already touched on it a little
bit here, and I think what it
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does is takes a little bit of
that what we were talking about, that
368
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empathy that can be delivered through a
voicemail or through a phone call, and
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just steps it up to another level. That if we are sincere in our
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message, whether it's I'm really sorry
for your experience or I'm so excited for
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you or congratulations, you just hit
a milestone or whatever, the message is
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that, if we're sincere in it, that our bodies, in our faces
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and our voices all tell it in
a way that just simply can't be communicated
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any better except live in person.
And so, in light of our conversation
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here, maybe set up your your
initial ideas about video, whether as expressed
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in the unleash possible or since you
wrote the book and in the context of
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what we're talking about here today.
Yeah, you know, I really believe
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that video is critically important because not
only can you better see how I'm responding
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to something or I project my surprise, my sincere apologies, my excitement,
380
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my you know, information, but
equally, as a person, I can
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see the other person on the other
side and I can read their body language
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and I can respond and adjust to
what I'm seeing on the screen, just
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kind of like if I was in
a room with a person. It's a
384
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little bit different, but it proxies
it very well. So I think video
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is critically valuable tool and we use
it in one on one conversations. I'd
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by default turn my camera on for
pretty much every conversation. There's a couple
387
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exception. Sometimes band with is you
is an issue for a day or a
388
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moment, and that's fine. I
do do a podcast that's audio only because
389
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that medium is meant for someone while
they're doing something else, like driving and
390
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and and that's okay, but the
my default is video on. But we
391
00:28:07.579 --> 00:28:12.970
also have to remember that video is
a really powerful tool for all different kinds
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of content, long form content,
teaching something, interacting with someone. It's
393
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a great tool for direct mail to
open something up and actually have a video
394
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welcome message instead of this another message
and they're there's just a whole bunch of
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things that happen. One of the
things we have to remember and remind ourselves
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of is that video doesn't have to
be perfect and it doesn't have to be
397
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always polished. You know, I
have on a scarf and I threw some
398
00:28:44.869 --> 00:28:47.109
lipstick on because I love you,
Ethan, and I knew you were going
399
00:28:47.109 --> 00:28:52.390
to be videotaping me right, but
I'm still comfortable and I'm still not overly
400
00:28:52.910 --> 00:28:56.500
prepped. I didn't have hair and
makeup come in do this today right,
401
00:28:56.059 --> 00:29:00.700
and I don't need to, because
the whole point of video is actually to
402
00:29:00.819 --> 00:29:04.339
make people comfortable with each other and
it is a unique medium by which we
403
00:29:04.539 --> 00:29:08.380
can do that. And if you
are not yourself on the video, whether
404
00:29:08.460 --> 00:29:11.529
it's a direct mail piece you're sending
out, whether it's a little note from
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00:29:11.529 --> 00:29:15.650
a salesperson, whether it's a high
five to somebody did a great job,
406
00:29:17.609 --> 00:29:19.529
it doesn't matter. So just you
know, we just got to get good
407
00:29:19.730 --> 00:29:26.000
at being comfortable and I'm always thinking
about what can I do for video.
408
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I'll give you a really good example
of how I used video to affect a
409
00:29:30.039 --> 00:29:33.759
business outcome for myself. Actually,
not that long ago we ran a marketing
410
00:29:33.799 --> 00:29:37.990
strategy workshop my business partner and I, and it was the first in person
411
00:29:38.150 --> 00:29:42.589
workshop that we done for a classrooms
that we were in workshops for individual clients
412
00:29:42.589 --> 00:29:48.589
all the time and I've taught big
workshops at conferences that other people have hosted
413
00:29:48.910 --> 00:29:52.509
off and off, and it was
the first time that we'd done it and
414
00:29:52.789 --> 00:29:56.420
we assumed the math that half the
people who registered woudn't show up right like
415
00:29:56.539 --> 00:30:03.059
kind of typical event type of thing. That happened. But I was determined
416
00:30:03.099 --> 00:30:08.130
to break that trend and so I
I think the thing that gives us the
417
00:30:08.250 --> 00:30:11.529
most it was a good class,
so I'll say that. And I think
418
00:30:11.569 --> 00:30:15.250
people wanted to come and we had
a good venue and we had a good
419
00:30:15.289 --> 00:30:17.289
material. So we did all of
that. But even when you do that
420
00:30:17.369 --> 00:30:19.210
you still have drop off. So
what we did is, as soon as
421
00:30:19.210 --> 00:30:26.119
somebody registered, I sent a video
message to them that said Hey, congratulations,
422
00:30:26.400 --> 00:30:29.400
so excited you came. Here's what
to expect for the day. You
423
00:30:29.519 --> 00:30:33.000
don't need to prep and I you
know. And it's and it's like if
424
00:30:33.039 --> 00:30:36.150
they don't show up, they've disappointed
me a little bit. Right and then
425
00:30:36.710 --> 00:30:41.109
and then the day before the event
we said Hey, can't wait to see
426
00:30:41.109 --> 00:30:48.029
you tomorrow and gave some other like
little stuff and we had twenty. I
427
00:30:48.109 --> 00:30:53.940
think we ended up having twenty people
registered. One person got called away on
428
00:30:55.059 --> 00:30:57.380
and out of town trip last minute
for an urgent work and couldn't show up.
429
00:30:57.819 --> 00:31:03.380
Every other and and they sent this
hugely apologetic I can't be their node.
430
00:31:03.819 --> 00:31:07.650
Every other person came and came on
time and stayed the entire time.
431
00:31:08.650 --> 00:31:11.809
We're good, but it's not just
because we did a good workshop. We
432
00:31:11.970 --> 00:31:18.130
took the time to connect with people
who had registered in this very intimate way
433
00:31:18.799 --> 00:31:25.599
and I really truly believe that the
video played an important role and getting that
434
00:31:26.559 --> 00:31:30.720
show rate to be higher than it
might otherwise have been. It's really good.
435
00:31:30.799 --> 00:31:34.069
That's the social reciprocity pieces is a
really good one, in an undervalued
436
00:31:34.150 --> 00:31:37.269
one, but you referred to it
twice. The first one is this idea
437
00:31:37.349 --> 00:31:42.750
that they're not just letting down some
organization that has an email signature and some
438
00:31:42.829 --> 00:31:47.069
details in a typed out email.
They're letting down Samantha. I can't let
439
00:31:47.109 --> 00:31:48.980
her down and in the case that
I have to, this is a second
440
00:31:49.059 --> 00:31:53.579
part, I'm going to be profusely
apologetic, whereas otherwise it's just so much
441
00:31:53.579 --> 00:31:57.980
more difficult to disappoint or reject a
human than it is, you know,
442
00:31:59.099 --> 00:32:04.250
a wall of faceless digital text,
and we've seen this too, by the
443
00:32:04.289 --> 00:32:07.970
way, using video to increase show
rates on appointment, set demos, set
444
00:32:08.049 --> 00:32:10.769
in these other things, you know, not just a full day workshop,
445
00:32:10.809 --> 00:32:15.170
but even like lighter weight stuff,
even zoom calls in those types of things.
446
00:32:15.450 --> 00:32:17.079
We had a pretty large one of
the top ten franchises in the United
447
00:32:17.119 --> 00:32:23.240
States. Their franchise sales team uses
bombomb and they were able to increase show
448
00:32:23.240 --> 00:32:29.240
rates from fifty six to seventy eight
percent on one of their initial calls,
449
00:32:29.279 --> 00:32:30.349
and so you can you just like
walk that. I've just think about a
450
00:32:30.349 --> 00:32:37.430
traditional like sales funnel. generically speaking, the ability to take the initial conversation
451
00:32:37.869 --> 00:32:42.069
and set the appointment is one thing, and then to actually have the appointment
452
00:32:42.150 --> 00:32:45.420
shown to be able to bump by, you know, twenty plus points the
453
00:32:45.500 --> 00:32:47.740
show rates on that call to you. Just think about all the downstream consequences
454
00:32:47.779 --> 00:32:52.099
and all it is is what you
what we've already observed, which is it's
455
00:32:52.180 --> 00:32:54.299
just human connection. It's just this. Yeah, you know, I can't
456
00:32:54.339 --> 00:32:58.809
let her down. owner. I
feel more connected or I feel more trust
457
00:32:58.970 --> 00:33:01.529
toward the situation. I feel more
clear about what to expect because it's been
458
00:33:01.569 --> 00:33:07.009
communicated to me, not through my
own tone of reading this. This otherwise
459
00:33:07.170 --> 00:33:10.890
like toneless text. I mean really, really good writer can infuse text with
460
00:33:10.970 --> 00:33:15.200
a little bit of tone that people
can feel, not just read and think,
461
00:33:15.279 --> 00:33:20.079
but actually feel video. You just
start feeling immediately. Yeah, you
462
00:33:20.160 --> 00:33:22.359
know, it's a perfect example of
how to apply this at scale, and
463
00:33:22.440 --> 00:33:27.269
that's a huge difference in your business. Think about that at twenty percent plus
464
00:33:27.430 --> 00:33:30.710
swing and the people who show up
for demo like that's big and I do
465
00:33:30.910 --> 00:33:34.269
think social reciprocity, as we've been
talking about, as part of it.
466
00:33:34.670 --> 00:33:37.029
I also think it shows it's going
to be worth my time because they're saying
467
00:33:37.029 --> 00:33:40.980
things that are relevant. I'm likely
to maybe skip through and read an email
468
00:33:42.099 --> 00:33:45.299
like theistics uptate. I probably scan. I also sent text, by the
469
00:33:45.339 --> 00:33:47.940
way, because not everybody watches videos, so we did that. But also
470
00:33:49.180 --> 00:33:53.579
I think there's this component of I'm
important, they took time to send me
471
00:33:53.700 --> 00:33:59.890
a message. I'm I'm important to
them, and so therefore there's a piece
472
00:33:59.930 --> 00:34:01.730
of this. I'm going to want
to go there, I'm going to want
473
00:34:01.730 --> 00:34:05.289
to see this and it's going to
be worth my time. They're articulate,
474
00:34:05.369 --> 00:34:08.730
they have something relevant for me.
So I love the application of applying to
475
00:34:08.849 --> 00:34:13.039
show rates for Demos. I think
it can be used for all kinds of
476
00:34:13.119 --> 00:34:16.719
thing. Ethan is the best set
this. Every conversation with Ethan Big milestoness
477
00:34:16.760 --> 00:34:22.119
if he always sends the the most
gracious of videos afterwards out and is a
478
00:34:22.280 --> 00:34:28.789
real living example of how out to
build that connection with people that we may
479
00:34:28.829 --> 00:34:31.630
never have been in a room with
before, but I could still feel like
480
00:34:31.829 --> 00:34:36.230
it right. Yeah, I appreciate
you saying that in a really good point,
481
00:34:36.590 --> 00:34:38.219
that this, this gift of your
time and attention, is something that
482
00:34:38.300 --> 00:34:40.659
can't be fake. Like no one
knows how long it took you to write
483
00:34:40.699 --> 00:34:45.780
that email, but everyone knows that
you spent forty two seconds explaining that thing
484
00:34:45.019 --> 00:34:49.099
just for you. Like when it's
you know, you can do evergreen or
485
00:34:49.139 --> 00:34:52.340
you can do truly personally. Do
It truly personal that is just the ultimate
486
00:34:52.500 --> 00:34:54.849
like this gift of my time and
attention. I no one's going to say
487
00:34:54.849 --> 00:34:59.090
that consciously and say, my Gosh, she took forty two seconds out of
488
00:34:59.090 --> 00:35:01.090
her day to say that, but
I do get all the time. Thank
489
00:35:01.130 --> 00:35:05.610
you so much for taking the time
to answer my question in a video right
490
00:35:05.690 --> 00:35:07.840
and it's like I just saved myself
like five or ten minutes. So would
491
00:35:07.840 --> 00:35:10.519
have taken me a lot longer to
explain it by typing it all out.
492
00:35:10.559 --> 00:35:15.480
So there's a number of really,
really good benefits there. At the risk
493
00:35:15.519 --> 00:35:20.360
of time and at the risk of
throwing a complete curveball into the conversation.
494
00:35:20.920 --> 00:35:24.309
It was recently. I'm going to
do it anyway as I love you,
495
00:35:24.429 --> 00:35:30.750
Ethan. Do it good. It
was recently International Women's Day and on Linkedin
496
00:35:30.869 --> 00:35:32.949
you gave a shout out to several
women that you've worked with and really respect.
497
00:35:34.349 --> 00:35:37.539
You help give away some free subscriptions
to innovation women, and I just
498
00:35:37.699 --> 00:35:44.260
wanted a quick take from you on
as someone who is obviously built a successful
499
00:35:44.300 --> 00:35:47.380
career as a woman, like why
in two thousand and twenty are we still
500
00:35:49.739 --> 00:35:53.690
in this gender inequality situation or and
or what are some seeds of hopes?
501
00:35:53.769 --> 00:35:58.409
Just like give me a take on
what's the scene and where are we going
502
00:35:58.730 --> 00:36:01.650
and what are you encouraged by?
Yeah, you know, I wish I
503
00:36:01.809 --> 00:36:06.960
could tell you why we're still in
this situation, because the reality is in
504
00:36:07.119 --> 00:36:13.800
my entire lifetime laws have been in
effect to make this relatively easy in parts
505
00:36:13.800 --> 00:36:15.639
of the world that I work.
That is not true in large parts of
506
00:36:15.679 --> 00:36:22.550
the world. There are still real
inequalities in legal structure, in the rights
507
00:36:22.150 --> 00:36:25.269
that a woman has versus a man
and in big parts of the world.
508
00:36:25.309 --> 00:36:30.190
And so part of what holds woman
back is cultural and legal context that we
509
00:36:30.349 --> 00:36:35.019
take for granted in the United States
and in a lot of European countries and
510
00:36:35.420 --> 00:36:37.659
and many places around the world.
We just take it for granted the exist.
511
00:36:37.780 --> 00:36:42.579
They don't in many places. So
that's a fundamental infrastructure that needs to
512
00:36:42.579 --> 00:36:49.050
be fixed more daytoday. Operationally oriented, I think we don't do a good
513
00:36:49.130 --> 00:36:54.570
job of rewarding people of different approaches
to solving things. I'll be quite candid.
514
00:36:55.250 --> 00:37:00.449
As a woman, I quickly got
promoted in my career and I quickly
515
00:37:00.849 --> 00:37:06.239
had success and I didn't hit a
lot of direct glass ceilings. But I
516
00:37:06.400 --> 00:37:08.519
believe there's a real reason for it, and I believe the reason for it
517
00:37:08.639 --> 00:37:14.880
is I acted like a man.
I did the things in the environment and
518
00:37:15.039 --> 00:37:17.869
now not all men act the same
the don't you know, everybody don't interpret
519
00:37:17.949 --> 00:37:22.070
that. What I mean was I
was really assertive about what I wanted.
520
00:37:22.590 --> 00:37:30.139
I was super agree restive about forcing
myself into conversations. I'm not known for
521
00:37:30.300 --> 00:37:35.139
sitting back and being quiet. That
makes me a strong woman, but that
522
00:37:35.179 --> 00:37:37.980
doesn't make me every woman. There
are strong women like that and we as
523
00:37:38.300 --> 00:37:44.179
communities and as business leaders ye back
to listening to all voices, including quiet
524
00:37:44.219 --> 00:37:46.849
of voices. So you know,
I think there's any quality, not just
525
00:37:47.090 --> 00:37:51.289
in men and women. I think
there's any quality and a whole bunch of
526
00:37:51.530 --> 00:37:57.210
context around different thought process and different
things. But the female and versus male
527
00:37:57.409 --> 00:38:02.920
and equality is robust inconsistent because all
of the infrastructure to address it isn't there.
528
00:38:02.960 --> 00:38:07.039
We're not taught the same things,
we're not supported in the same way
529
00:38:07.880 --> 00:38:10.760
and it's real and it exists today. So I do have hope. I
530
00:38:12.199 --> 00:38:16.389
personally have had a very wonderful journey, but it hasn't always been easy and
531
00:38:16.469 --> 00:38:21.710
I've had to I've been a working
mother with young children and the first day
532
00:38:21.710 --> 00:38:23.989
I started a job, the president
of the company looked at me and said
533
00:38:24.030 --> 00:38:28.659
I did not want to hire you, and I didn't want to not hire
534
00:38:28.699 --> 00:38:32.380
me because of my skills or my
experience. I was a perfect fit.
535
00:38:32.780 --> 00:38:37.019
They didn't want to hire me because
I had an infant and I lived forty
536
00:38:37.059 --> 00:38:39.619
five minutes from the office that we
were required to be in and they were
537
00:38:39.739 --> 00:38:43.610
worried that I would have to leave
to pick up my kid at daycare.
538
00:38:44.130 --> 00:38:47.969
And literally, that's the exact conversation
we had. I shouldn't that should not
539
00:38:49.969 --> 00:38:52.849
have been a conversation and I was
very fortunate. We made a decision as
540
00:38:52.849 --> 00:38:57.639
a family. My husband chose to
stay home with our kids and he took
541
00:38:58.199 --> 00:39:02.119
the childcare issue off the table for
this particular organization. But I shouldn't have
542
00:39:02.119 --> 00:39:06.559
had to. It was the right
choice for our family anyways. But a
543
00:39:06.639 --> 00:39:08.480
lot of people don't have a choice
to make, or they make that choice
544
00:39:08.480 --> 00:39:13.110
because they feel like they have to, and so I think just fundamentally in
545
00:39:13.269 --> 00:39:19.510
equity still exists. We have to
take an active stand to change that,
546
00:39:20.110 --> 00:39:25.860
and days like International Women's Day gives
us the opportunity to surface those challenges and
547
00:39:27.099 --> 00:39:30.739
to move forward and correct them.
I love seeing all these programs that are
548
00:39:30.780 --> 00:39:37.820
designed to elevate female voices. I
love seeing more young girls follow pursuits and
549
00:39:37.980 --> 00:39:42.849
sciences and Maths and other things that
have traditionally been very male dominated and,
550
00:39:43.409 --> 00:39:45.409
quite frankly, it's not just the
right thing to do. We have to
551
00:39:45.449 --> 00:39:50.730
do it, and I'll give you
a really real example. We have artificial
552
00:39:50.769 --> 00:39:54.880
intelligence technology that is building algorithms that
fundamentally decides what we see what we don't
553
00:39:54.880 --> 00:39:59.960
say. Hugh would target we don't
if a woman's perspective, and the only
554
00:40:00.079 --> 00:40:05.440
people who are coding that are men
and it's only trained and they will inherently
555
00:40:05.519 --> 00:40:10.230
miss things about a whole a half
of the world's population, just like if
556
00:40:10.269 --> 00:40:14.829
it's all young people versus old people, or if it's all people of one
557
00:40:14.949 --> 00:40:19.309
culture versus a different culture. We
have to have that kind of diversity.
558
00:40:19.349 --> 00:40:24.300
So if we don't do things to
encourage young women to move into these science
559
00:40:24.340 --> 00:40:28.860
is we're going to find ourselves in
some very tricky and dangerous situations. That
560
00:40:28.900 --> 00:40:32.260
are not because people are evil,
it's just because we all have the context
561
00:40:32.380 --> 00:40:37.769
that we have. And so I
am excited and I am optimistic because the
562
00:40:37.929 --> 00:40:44.170
fact that we're even having this conversation
even would never have happened twenty years ago
563
00:40:44.289 --> 00:40:49.409
and any of my conversations. So
I see that as a positive sign.
564
00:40:49.570 --> 00:40:52.519
But there's still a lot of work
to do. Good. I'm really glad
565
00:40:52.599 --> 00:40:57.079
that I asked. I think a
couple things and and see something, say
566
00:40:57.159 --> 00:41:00.199
something. I think that's one way
that anyone listening to this in a workplace
567
00:41:00.280 --> 00:41:05.670
environment can start to make the cultural
change when it like it's one thing for
568
00:41:05.789 --> 00:41:09.230
that gentleman that you were referring to
earlier to think these things, but to
569
00:41:09.349 --> 00:41:15.110
say it openly says something about the
culture inside that organization. And so when
570
00:41:15.150 --> 00:41:21.699
you see something borderline or obviously inappropriate, just say something. Question the person
571
00:41:21.739 --> 00:41:23.340
who said it, question the person
who did it, just make them think
572
00:41:23.340 --> 00:41:28.380
twice. To create this warness doesn't
have to be highly confrontational, but letting
573
00:41:28.420 --> 00:41:31.659
things fly. We're all complicit in
in the consequences of letting things fly.
574
00:41:32.329 --> 00:41:38.010
And I do think that just general
awareness of I mean it's hard because it's
575
00:41:38.090 --> 00:41:43.929
unconscious bias, and so making the
unconscious conscious, you know, is a
576
00:41:44.010 --> 00:41:47.840
little bit oxymoronic or a contradiction in
terms or something, but the more aware
577
00:41:47.880 --> 00:41:52.159
that we are, the better off
we are. I am going to even
578
00:41:52.159 --> 00:41:55.400
though we'd already did this once.
You Think Jeff Holling for opening up an
579
00:41:55.519 --> 00:41:59.679
early stage of your career in a
really welcoming way, and you gave a
580
00:41:59.719 --> 00:42:06.630
shout out to the at Bobmx,
for accommodating your health condition that you described
581
00:42:06.630 --> 00:42:08.150
at the top of this conversation.
So we're just a minute. I'm going
582
00:42:08.190 --> 00:42:10.590
to ask you to answer both of
those questions again, because it's been like
583
00:42:10.829 --> 00:42:15.219
ten months since we've talked. But
but before we do, for folks who
584
00:42:15.219 --> 00:42:20.420
are listening again, be sure to
give a listen to episode fourteen, balancing
585
00:42:20.460 --> 00:42:23.780
automation, AI and human relationships with
Samantha and, if you want, check
586
00:42:23.820 --> 00:42:30.130
out episode sixty three, creating fans
through human connection with David Merriman Scott.
587
00:42:30.170 --> 00:42:32.650
Again, one of the reasons that
that, I mean it was not this
588
00:42:32.809 --> 00:42:36.690
transactional, but this is the way
that just, you know, being thoughtful
589
00:42:36.730 --> 00:42:39.170
and gracious works out. You were
kind enough to think of me when his
590
00:42:39.250 --> 00:42:43.170
book Fan accracy released. You had
a sign copy sent to me and I
591
00:42:43.250 --> 00:42:45.840
was like, I like her,
you're just reminding me, like I need,
592
00:42:46.000 --> 00:42:49.320
I need to talk to her again, and we had been in communication
593
00:42:49.320 --> 00:42:52.599
anyway. But Anyway, episode fourteen
and episode sixty three. If you enjoyed
594
00:42:52.599 --> 00:42:55.159
this one, you'll like that one
too. So, Samantha, as we
595
00:42:55.280 --> 00:43:00.510
wind down, take a minute here
to thank or mention someone who's had a
596
00:43:00.550 --> 00:43:05.829
positive impact on your life or your
career. Oh Gosh, I'm so fortunate.
597
00:43:06.030 --> 00:43:10.070
There have been so many amazing and
wonderful people. I won't thank Jeff
598
00:43:10.230 --> 00:43:15.739
Howe again just because holy sorry,
that's okay. Will spread the love a
599
00:43:15.780 --> 00:43:20.139
little bit around that. But you
know, one of the people that I
600
00:43:20.380 --> 00:43:23.219
I'd love to recognize as Katie Martel. I'm not sure that she would think
601
00:43:23.219 --> 00:43:29.489
of her self in this way.
So if you care a lot about equality
602
00:43:29.570 --> 00:43:34.010
for women or truce and advertising in
general, a lot of things, Katie
603
00:43:34.050 --> 00:43:39.050
do some amazing work around handering and
cause marketing and and calls out a lot
604
00:43:39.130 --> 00:43:44.400
of companies to do it wrong.
And she also happened to edit my book.
605
00:43:44.840 --> 00:43:47.320
She also happens to be a person
that I've been fortunate to know for
606
00:43:47.400 --> 00:43:52.679
a lot of years, and I
I really have to give her credit because
607
00:43:52.400 --> 00:43:59.309
she makes me want to be a
better marketer every day and she is the
608
00:43:59.429 --> 00:44:02.230
kind of voice that we need out
in the world. You know, it's
609
00:44:02.269 --> 00:44:07.190
easy to pay to turn things pink
on International Women's Day that you know that
610
00:44:07.349 --> 00:44:12.820
probably isn't going to serve your business
well. And she holds us all accountable
611
00:44:13.019 --> 00:44:15.260
and I think we need more of
Katie mortels in the world, and so
612
00:44:15.420 --> 00:44:21.659
I'm really deeply grateful for her inspiration
but also, very practically, for,
613
00:44:22.059 --> 00:44:23.610
you know, her help. I'm
not sure that unleash possible could have ever
614
00:44:23.650 --> 00:44:29.730
happened without Katie. She and I. She kept me honest, she kept
615
00:44:29.769 --> 00:44:34.289
me true to what I wanted to
say. She knew me well enough to
616
00:44:34.409 --> 00:44:37.449
know when I was going astray from
my my purpose and pulled me back.
617
00:44:38.119 --> 00:44:44.079
And anybody that can make you look
smart and talented deserves a big hifive and
618
00:44:44.320 --> 00:44:47.280
she certainly gets a shout out from
me for that. Awesome and we are
619
00:44:47.320 --> 00:44:52.519
all fortunate if we have one or
more people in our lives that make us
620
00:44:52.559 --> 00:44:54.309
want to be better. Today than
we were yesterday. Just to get that
621
00:44:54.590 --> 00:44:59.190
like I have that inside me,
but to get that support is so helpful
622
00:44:59.190 --> 00:45:01.349
from other people. So I love
hearing you describe her as someone who makes
623
00:45:01.349 --> 00:45:05.909
you want to be a better marketer. How about a company that you really
624
00:45:05.949 --> 00:45:12.380
respect for the experience that they deliver
for you as a customer? That's an
625
00:45:12.460 --> 00:45:20.659
excellent question. I've had some really
good experiences recently and I've had some really
626
00:45:20.699 --> 00:45:24.530
bad experiences recently. I'll give you
one of the examples that I that I
627
00:45:24.610 --> 00:45:29.610
like to use because I think it
really is demonstrating of a commit with this
628
00:45:29.730 --> 00:45:35.210
company has made to their customers.
wayfarer. So I ordered chairs for my
629
00:45:35.289 --> 00:45:37.719
office when my office was coming and
I was being a little obsessive about everything
630
00:45:37.760 --> 00:45:40.880
because this was his brand new workspace
for me and I wanted everything to be
631
00:45:42.079 --> 00:45:46.719
perfect. And the chairs came and
I didn't love them. They didn't look
632
00:45:46.840 --> 00:45:51.230
the way I thought they would and
I was super disappointed in them and they
633
00:45:51.269 --> 00:45:54.150
looked a little damaged and you know, I called up wayfarer and I'm prepared
634
00:45:54.190 --> 00:45:58.710
to sort of go to battle over
why I need to return these chairs and
635
00:45:58.750 --> 00:46:04.500
I want different not only did they
like graciously with no hesitation say, no
636
00:46:04.780 --> 00:46:07.219
problem, we'll take back the chairs. I'm sorry you have that experience.
637
00:46:07.699 --> 00:46:13.260
You were looking at these other chair
designs that are very similar that were out
638
00:46:13.300 --> 00:46:16.179
of stock. Would you actually like
those instead of replacing the one that looked
639
00:46:16.179 --> 00:46:21.610
a little damage when I got them? Like yes, so good through all
640
00:46:21.650 --> 00:46:24.090
this and I'm excited and I'm like
okay, so how exactly do I box
641
00:46:24.210 --> 00:46:28.010
these back up and like get them
to it's a chair, are you know?
642
00:46:28.010 --> 00:46:30.050
I'm not going to stuff in a
nimble open take it to coals to
643
00:46:30.090 --> 00:46:34.000
be returned, like I might do
with some of my Amazon things. You're
644
00:46:34.039 --> 00:46:37.559
like, Nope, you got someplace
you can donate them. Like I'm sure
645
00:46:37.639 --> 00:46:40.679
I can find the Dona. They're
like keep the chairs, donate them.
646
00:46:42.119 --> 00:46:45.880
So they made the whole experience positive
for me. Not only did I get
647
00:46:45.920 --> 00:46:51.269
replacement chairs that I'm in love with
and I just adore, they also let
648
00:46:51.349 --> 00:46:54.230
me keep the old chairs and not
have the hassle of returning them, and
649
00:46:54.469 --> 00:46:58.710
I got to donate them to something
that I feel good about. So all
650
00:46:58.909 --> 00:47:02.019
this stuff came together in a way
that I think is wonderful, and I
651
00:47:02.139 --> 00:47:06.739
will say that I think wayfarer's phone
service has this kind of cared. I
652
00:47:06.780 --> 00:47:10.380
don't think they've translated it well to
their email services and their chat services.
653
00:47:10.500 --> 00:47:15.769
So I caution you. Know that
experience with them. But on the phone
654
00:47:16.210 --> 00:47:22.210
their team is phenomenal and I really
value and I keep shopping their knowing that
655
00:47:22.289 --> 00:47:24.969
I'm going to be able to have
this kind of positive experience should another issue
656
00:47:24.969 --> 00:47:28.650
arise, which doesn't. Most of
the things I'd buy them are great,
657
00:47:28.969 --> 00:47:30.440
but occasionally it does happen and I
know they're going to take care of me.
658
00:47:30.760 --> 00:47:35.159
It's really good. I mean,
I can't imagine. I always worry
659
00:47:35.159 --> 00:47:37.599
about that, even on a much
smaller I mean, and you reference that,
660
00:47:37.679 --> 00:47:39.800
like I worry about that with a
smaller thing, like should I save
661
00:47:39.960 --> 00:47:44.670
this box? You know it's got
a one year warranty. I live in
662
00:47:44.710 --> 00:47:47.510
a very, very small house,
so saving boxes so that I can rebox
663
00:47:47.630 --> 00:47:52.070
something is not on the top of
our list. It's like straight to recycling.
664
00:47:52.150 --> 00:47:53.909
And so, anyway, I love
what they did for you there,
665
00:47:54.150 --> 00:47:59.820
Samantha. This has been great.
I wish you good health and continued success,
666
00:47:59.940 --> 00:48:04.900
especially through this really interesting and odd
window that were in. But folks
667
00:48:04.940 --> 00:48:07.500
want to catch up with you or
they want to check out unleash possible or
668
00:48:07.539 --> 00:48:12.059
anything else where we send people to
follow up on this conversation. Yeah,
669
00:48:12.179 --> 00:48:14.050
thank you. I'm going to give
you that information, but I want to
670
00:48:14.050 --> 00:48:15.610
say one thing before we wrap them. I hope you don't might even,
671
00:48:15.730 --> 00:48:21.210
but as we're going through this amazing
point of uncertainty, we don't have all
672
00:48:21.250 --> 00:48:23.130
the answers to all the questions that
are going to, add me asked of
673
00:48:23.170 --> 00:48:27.400
us and that we're going to ask
ourselves. And the right thing to do
674
00:48:27.599 --> 00:48:30.800
here is just acknowledge the uncertainty,
be as open and transparent you can be,
675
00:48:31.480 --> 00:48:36.880
don't share false information and don't make
promises you can't keep. This is
676
00:48:37.000 --> 00:48:39.840
the really hard one. Don't say
we're going to do something that we not
677
00:48:40.079 --> 00:48:44.469
certain that we can do. So
it's okay to say I don't know.
678
00:48:44.750 --> 00:48:46.469
It's okay to say we're going to
try. I've been seeing a lot of
679
00:48:46.550 --> 00:48:52.030
those positive communications, so please do
that. I love for new readers of
680
00:48:52.070 --> 00:48:55.940
unleash possible. Every you know week
I get new messages from people with with
681
00:48:57.179 --> 00:49:00.139
information and comments and questions, and
there's nothing more rewarding than that. And
682
00:49:00.219 --> 00:49:06.739
leash possible is available on Amazon both
as an audio book as well as a
683
00:49:07.019 --> 00:49:09.409
regular, good old fashioned physical book. What's I like? Still the touch
684
00:49:09.489 --> 00:49:14.210
and feel. Ethan's got the copy
there, which I love, and Paul
685
00:49:14.289 --> 00:49:17.570
Schmit, my narrator, did an
amazing job narrating for me, even one
686
00:49:17.610 --> 00:49:21.690
little sentence about being pregnant, which
you know, that's a whole nother story
687
00:49:21.730 --> 00:49:23.880
and we can talk about another time. If you'd like to get ahold of
688
00:49:23.920 --> 00:49:28.559
me, please do. I'm on
Linkedin, I'm on twitter. It's Samantha
689
00:49:28.719 --> 00:49:35.400
Stone, really accessible. My email
address is Samantha Dot Stone at Marketing Advisory
690
00:49:35.559 --> 00:49:39.309
Networkcom, and I really I give
that out freely because I want people to
691
00:49:39.429 --> 00:49:45.550
reach out and ask questions and there's
just nothing better than helping your ideas come
692
00:49:45.630 --> 00:49:51.070
to life in a particular organization.
So look forward to meeting all your listeners.
693
00:49:51.630 --> 00:49:53.260
Awesome. It's funny. I used
to be a little bit tentative about
694
00:49:53.260 --> 00:49:57.940
giving out my email address as I
guessed on in conversations like these, and
695
00:49:58.300 --> 00:50:01.659
then you realize someone a if they
made it this far, they're obviously into
696
00:50:01.699 --> 00:50:05.900
it and be if they're really into
it, I want to talk to them
697
00:50:05.940 --> 00:50:08.530
right it's a privilege, and so
anyway, you can also reach me Ethan
698
00:50:08.650 --> 00:50:14.210
etch a and at Bombombcom hit me
up on Linkedin, Ethan Butte, and
699
00:50:14.530 --> 00:50:17.690
I everything that Samantha just said.
I will include. I write up these
700
00:50:17.769 --> 00:50:22.760
episodes at Bombombcom podcast. I also
drop in some video clips. So I
701
00:50:22.840 --> 00:50:25.400
know there were some visual moments in
this one. I'll do my best to
702
00:50:25.440 --> 00:50:29.800
try to find those that include them
just to kind of bring the episodes to
703
00:50:29.880 --> 00:50:31.760
life. So I appreciate everyone for
listening. Samantha, I appreciate your time
704
00:50:31.760 --> 00:50:35.829
so much today. Yeah, thank
you so much. I Hey, if
705
00:50:35.909 --> 00:50:38.710
you do nothing else but connect a
still that doesn't show me like up my
706
00:50:38.869 --> 00:50:40.989
nose or something, I'll be happy. I don't know what it is,
707
00:50:42.510 --> 00:50:45.949
but everybody collects that one thunnail that
you don't want. But thank you to
708
00:50:46.030 --> 00:50:50.579
your listeners for listening. This is
a time of uncertainty and I'm so grateful
709
00:50:50.699 --> 00:50:53.900
to have a collaboration with you to
talk about and just ignore allegit and to
710
00:50:54.019 --> 00:50:58.780
remind us all that this is about
human connection. Video can play a very
711
00:50:58.860 --> 00:51:02.699
important role for us as we're going
through this moments, weeks, possibly months
712
00:51:02.739 --> 00:51:08.929
of uncertainty and come together as a
community. Well said, Samantha's advice and
713
00:51:09.210 --> 00:51:15.969
success story around video are so powerful. If you're not yet using simple personal
714
00:51:15.050 --> 00:51:20.360
videos to connect and communicate with people, I encourage you to do so and
715
00:51:20.519 --> 00:51:23.679
if you want the definitive guide to
this process, pick up a copy of
716
00:51:24.039 --> 00:51:30.880
rehumanize Your Business, hardcover, digital
or audiobook. Search rehumanize your business at
717
00:51:30.960 --> 00:51:40.949
Amazon or visit bombombcom book. That's
bomb bombcom book. My name is Ethan
718
00:51:42.030 --> 00:51:45.429
Butt. I coauthored rehumanize Your Business
and I thank you so much for listening
719
00:51:45.789 --> 00:51:52.579
to the B tob growth show.
I hate it when podcasts incessantly ask their
720
00:51:52.659 --> 00:51:57.099
listeners for reviews, but I get
why they do it, because reviews are
721
00:51:57.219 --> 00:52:00.860
enormously helpful when you're trying to grow
a podcast audience. So here's what we
722
00:52:00.900 --> 00:52:04.050
decided to do. If you leave
a review for be tob growth and apple
723
00:52:04.130 --> 00:52:08.090
podcasts and email me a screenshot of
the review to James At sweetfish Mediacom,
724
00:52:08.409 --> 00:52:12.730
I'll send you a signed copy of
my new book, content based networking,
725
00:52:13.010 --> 00:52:15.400
how to instantly connect with anyone you
want to know. We get a review,
726
00:52:15.400 --> 00:52:17.559
you get a free book. We
both win.