Transcript
WEBVTT 1 00:00:06.080 --> 00:00:10.029 All Right, here we are, the epic takes mixtape. You were in 2 00:00:10.189 --> 00:00:14.429 for a treat today and it's been an absolute pleasure and privilege for me to 3 00:00:14.550 --> 00:00:20.429 host ninety nine episodes of the customer experience podcast. This is episode one hundred. 4 00:00:20.469 --> 00:00:25.059 It's also episode seventy four of the CX series on be tob growth. 5 00:00:25.339 --> 00:00:29.420 My name is Ethan Butte. I host the customer experience podcast. I host 6 00:00:29.500 --> 00:00:33.700 the CX series on B Tob Growth. I'm chief of angelist at bombomb and 7 00:00:33.939 --> 00:00:38.969 coauthor of the Book Rehumanize Your Business. Now, the goal of the customer 8 00:00:39.009 --> 00:00:44.450 experience podcast has been to explore how sales, marketing and customer success leaders create 9 00:00:44.689 --> 00:00:52.000 internal alignment, achieved desired outcomes together and exceed customer expectations in a personal and 10 00:00:52.119 --> 00:00:57.240 human way. How do we do this better together in service of our customers 11 00:00:57.399 --> 00:01:02.600 every day? And we've had so many great guests, so many valuable conversations. 12 00:01:02.640 --> 00:01:06.629 A huge thank you to every guest who has made it to this first 13 00:01:06.750 --> 00:01:11.629 milestone, divisible by one hundred, episode one hundred. Also a quick thank 14 00:01:11.670 --> 00:01:15.909 you to Logan Lyles, James Carberry, Allison Leech, Sarah Garner and the 15 00:01:15.030 --> 00:01:19.540 team at sweet fish media. who help with this podcast. Thank you to 16 00:01:19.620 --> 00:01:23.980 the entire team at bombomb, so supportive, so encouraging, so excited at 17 00:01:25.099 --> 00:01:29.700 the learning and grow with through these conversations. A special shout out to Darren 18 00:01:29.739 --> 00:01:34.569 Dawson and Steve Passinelli for their very early feedback and advocacy of the podcast, 19 00:01:34.569 --> 00:01:38.569 as well as Vivian Lopez, who brings this show to life every week at 20 00:01:38.689 --> 00:01:44.489 Bombombcom. Slash podcast and thank you. Thank you so much for listening, 21 00:01:44.569 --> 00:01:49.000 whether this is your first episode or your hundredth episode with me on this show. 22 00:01:49.280 --> 00:01:52.359 You, of course, are the reason we put this together. Thank 23 00:01:52.400 --> 00:01:56.680 you for engaging on social media. Thank you for subscribing, rating and reviewing 24 00:01:56.719 --> 00:02:00.040 the podcast in your favorite player. If you have not done so, that 25 00:02:00.159 --> 00:02:05.349 would be amazing. Go Subscribe, rate and review the customer experience podcast. 26 00:02:05.750 --> 00:02:08.389 And thank you. For those who've reached out directly. I welcome your direct 27 00:02:08.430 --> 00:02:15.710 communication by email at Ethan at Bombombcom or on Linkedin you can connect with me. 28 00:02:15.060 --> 00:02:21.259 I'm pretty sure I'm still the only Ethan, but that's etch an beute 29 00:02:21.780 --> 00:02:25.979 on Linkedin and what I've decided to do here for episode one hundred is an 30 00:02:27.099 --> 00:02:31.330 epic takes mixtape. So what we do is cut short video clips from every 31 00:02:31.370 --> 00:02:36.770 episode and then we use them in social media posts and in blog post at 32 00:02:36.770 --> 00:02:43.169 Bombmbcom podcast, and I watched all of them back and selected ten specific clips 33 00:02:43.289 --> 00:02:46.159 for you here. And what I was looking for is something transcendent to the 34 00:02:46.199 --> 00:02:53.080 Daytoday, something beyond normal operations. Again, tons of great guests and valuable 35 00:02:53.120 --> 00:02:58.159 conversations about how to create and deliver better experiences for our customers. But some 36 00:02:58.319 --> 00:03:00.830 of these moments just go beyond the day to day and so they're a little 37 00:03:00.830 --> 00:03:05.870 bit transcendent, they're a little bit epic. So you'll hear consistent themes here 38 00:03:05.909 --> 00:03:09.430 about being a better human as a means to creating and delivering a better employee 39 00:03:09.469 --> 00:03:15.020 experience and a better customer experience. And like a mixtape, I was intentional 40 00:03:15.219 --> 00:03:19.659 here about their sequencing and of course I had to leave out a ton of 41 00:03:19.939 --> 00:03:24.460 great songs and bands or great takes and guests in this context. So you're 42 00:03:24.500 --> 00:03:29.370 about to hear from Joey Coleman, author of never lose a customer again, 43 00:03:29.610 --> 00:03:34.409 David cancel, founder and CEO of drift leave, Iris, vp of northwest 44 00:03:34.449 --> 00:03:38.490 field operations at Dutch Bros Coffee, Paula Hayes, founder, president and CEO 45 00:03:38.650 --> 00:03:44.639 of Humo are cosmetics, Matt Sweezy, director of market strategy at Sales Force, 46 00:03:45.039 --> 00:03:50.520 Gil Cohen, founder of employee experience design, Rachel Ostrander, director of 47 00:03:50.560 --> 00:03:54.909 runner experience at Brooks running, Sang Grum Vagere, cofounder and chief of angelistic 48 00:03:55.030 --> 00:04:00.110 terminus, among many other roles, Darren Dawson, Co founder and president at 49 00:04:00.229 --> 00:04:05.949 bombomb and Todd Hackenberry, a sales consultant, advisor and coach at tapline results 50 00:04:06.229 --> 00:04:12.379 and Co author of Inbound Organization, a book I highly recommend to you as 51 00:04:12.419 --> 00:04:17.259 a listener of this podcast, with respect and appreciation for every guest we've hosted 52 00:04:17.660 --> 00:04:23.100 and for every listener of any episode. Here is episode one hundred of the 53 00:04:23.139 --> 00:04:29.769 customer experience podcast. The epic takes mixtape. First up we've got Joey Coleman, 54 00:04:29.889 --> 00:04:33.209 and again he wrote a fantastic book called never lose a customer again. 55 00:04:33.889 --> 00:04:39.199 This clip comes from Episode Fifteen, which we titled You have one hundred days 56 00:04:39.279 --> 00:04:44.439 to create or lose a lifelong customer. Itam up here with a quote from 57 00:04:44.480 --> 00:04:48.759 his own book and he reacts in an epic way. You wrote a line 58 00:04:48.959 --> 00:04:53.829 toward the end of the book and it made me it jumped off the page 59 00:04:53.870 --> 00:04:57.310 to me and it made me think. Well, it reminded me of how 60 00:04:57.310 --> 00:05:00.230 I think about some of the work that I'm doing every day and what gets 61 00:05:00.269 --> 00:05:04.110 me really excited and he keeps me coming back as excited as I was seven 62 00:05:04.149 --> 00:05:11.019 years ago, and it's this remarkable customer experiences have the potential to create a 63 00:05:11.339 --> 00:05:17.139 happier world. That this work. It's not just about providing satisfied employees, 64 00:05:17.180 --> 00:05:20.730 although that is part of making a happier world. It's not just about making 65 00:05:20.730 --> 00:05:25.009 happier customers, although that's part of a happier world. It's not just about 66 00:05:25.370 --> 00:05:30.410 hitting your financial targets, which is also part of a happier world for you 67 00:05:30.610 --> 00:05:35.759 and whoever you report up to and whoever that person reports out to. Why 68 00:05:35.879 --> 00:05:40.279 did you take it to such a high level and what did you mean in 69 00:05:40.480 --> 00:05:44.959 that statement, because it feels really big to me and aspirational and it has 70 00:05:44.959 --> 00:05:46.560 gotten me all it up. Why? I appreciate that, because that was 71 00:05:46.600 --> 00:05:49.829 the intention with which it was written, and I will tell you that some 72 00:05:49.949 --> 00:05:55.069 of the people that read the book in advance pushed back on it a little 73 00:05:55.069 --> 00:05:57.910 and we're like Joey, you're getting a little Hoogie Poja. You've been really 74 00:05:57.990 --> 00:06:00.990 tactical, you've been strategic, you've been given US Kate studies how to do 75 00:06:00.230 --> 00:06:03.699 questions, and now at the end you're going to get all soft and fluffy. 76 00:06:03.860 --> 00:06:11.420 Why is that? Why else are we here? Why else do we 77 00:06:11.620 --> 00:06:15.540 get up in the morning? Why do we choose to leave the people we 78 00:06:15.779 --> 00:06:18.410 love the most, our spouse or significant others, are children, are friends, 79 00:06:18.769 --> 00:06:24.930 and go to an office or log on to work and do something all 80 00:06:25.009 --> 00:06:29.889 day, every day? If not to improve the planet, if not to 81 00:06:29.970 --> 00:06:32.639 improve our place in the planet, our friends place in the planet, our 82 00:06:32.720 --> 00:06:36.439 clients place in the planet, are Co Workers Place in the planet? I 83 00:06:36.680 --> 00:06:42.279 really believe that it has the opportunity to make for a happier planet. And 84 00:06:42.399 --> 00:06:45.920 here's whine. It's not just a soft statement. You hinted at it before. 85 00:06:46.040 --> 00:06:50.149 We live in an era where, if we look at a technology analysis, 86 00:06:50.389 --> 00:06:55.189 we are more connected than in any other time in human history. I've 87 00:06:55.269 --> 00:07:00.069 had the opportunity in the last two weeks to literally fly to the other side 88 00:07:00.110 --> 00:07:03.060 of the world and meet people who I had never met other than through Linkedin. 89 00:07:03.660 --> 00:07:08.500 I've had the opportunity to jet back and forth here, there and everywhere, 90 00:07:08.540 --> 00:07:11.740 to do zoom calls, skype calls, connect with all kinds of people 91 00:07:12.259 --> 00:07:15.170 who I've never met and never will meet. And yet, if you look 92 00:07:15.170 --> 00:07:19.730 at what the psychologist and the psychiatrist are saying in the social scientist, we 93 00:07:19.850 --> 00:07:25.410 have never had a time in human history where humans felt more disconnected, alone, 94 00:07:25.410 --> 00:07:30.920 vulnerable, unheard. And so I think there is an opportunity, by 95 00:07:30.959 --> 00:07:36.480 creating remarkable experiences, to have our fellow humans feel even for a moment that 96 00:07:36.600 --> 00:07:45.949 they matter, to have them experience something unexpected that says, even though we've 97 00:07:45.990 --> 00:07:48.709 never met, even though you just purchased something from me, it would normally 98 00:07:48.709 --> 00:07:54.189 be seen as a transactional interaction, I'm going to do my best to make 99 00:07:54.230 --> 00:07:58.740 a smile, to make you laugh, to make you feel like you matter. 100 00:07:59.819 --> 00:08:03.819 That, I think, is a huge, big audacious goal that is 101 00:08:03.980 --> 00:08:09.899 actually really easily attained on a case by case, person by person basis. 102 00:08:11.740 --> 00:08:16.970 There is an opportunity, by creating remarkable experiences, to have our fellow humans 103 00:08:16.089 --> 00:08:22.769 feel even for a moment that they matter. So foundational to being a good 104 00:08:22.810 --> 00:08:28.439 human into creating a better customer experience and that feeling that we leave people with 105 00:08:28.720 --> 00:08:31.720 is something that David cancel and I talked about at length on episode nineteen. 106 00:08:33.240 --> 00:08:37.120 Why customer experience is the only differentiator left. Of course, he's a multiple 107 00:08:37.159 --> 00:08:43.350 time founder and most recently founder and CEO at drift and in this short take 108 00:08:43.669 --> 00:08:48.429 he makes the argument that all that we are is how we make people feel. 109 00:08:48.669 --> 00:08:50.549 Here he is. I think that is the core of it. That's 110 00:08:50.590 --> 00:08:56.460 exactly it. I think you nailed it and I think we have over complicated 111 00:08:56.500 --> 00:08:58.340 things. We have, and that's what we do as humans. We're very 112 00:08:58.419 --> 00:09:05.460 complicated things. We want to make things more rational and a logical than they 113 00:09:05.500 --> 00:09:09.299 are, but at the end of the day it is how you pay make 114 00:09:09.419 --> 00:09:11.769 people feel, and that's all that we can do on this planet is how 115 00:09:11.769 --> 00:09:15.929 do we make other those people around us, how do we make them feel, 116 00:09:16.169 --> 00:09:18.889 and how do those people around us make us feel? That is it, 117 00:09:18.610 --> 00:09:22.490 that is all that we are and and I think we're coming back to 118 00:09:22.570 --> 00:09:26.879 that. So we're I think we're coming full circle into that because now again, 119 00:09:26.919 --> 00:09:30.799 if you're listening to this, all of your needs are pretty much met. 120 00:09:31.360 --> 00:09:33.480 You know, it's it's nuance at this point and now it's back to 121 00:09:33.519 --> 00:09:37.710 the original concept, which is simple but it's not easy to live, which 122 00:09:37.710 --> 00:09:41.509 is like it's all about the experiences and how do I want to make people 123 00:09:41.549 --> 00:09:43.269 feel around me? How do I want my product to make them feel? 124 00:09:43.710 --> 00:09:50.509 And that is what people value. So value creation is intimately and inseparably connected 125 00:09:52.389 --> 00:09:56.580 to the way that we make people feel. NEXT UP IS LEVI IRIS from 126 00:09:56.580 --> 00:10:00.340 Dutch Bros Coffee, and they have built a tremendous culture. They have raving 127 00:10:00.539 --> 00:10:05.179 fans. This comes from episode thirty nine. Company culture as your competitive edge, 128 00:10:05.419 --> 00:10:09.889 and so this how we make people feel, element is brought to life 129 00:10:09.929 --> 00:10:15.809 in this conversation in a transcendent way, and it's all based in your core 130 00:10:15.929 --> 00:10:20.559 and in your purpose. Like David leave talks about keeping it simple, avoiding 131 00:10:20.720 --> 00:10:28.799 distractions, specifically finding peace in the simplicity of your mission. First got to 132 00:10:28.840 --> 00:10:31.360 start out. You didn't know what that thing is. I think a lot 133 00:10:31.399 --> 00:10:35.830 of people think I know what it is, or they start out with these 134 00:10:35.070 --> 00:10:39.429 with core values as they've Grad that they believe are going to be the guard 135 00:10:39.470 --> 00:10:43.509 rails for where they want to take their business. But they you have to 136 00:10:43.710 --> 00:10:52.019 know what it is, you have to dedicate to it daily and the greatest 137 00:10:52.059 --> 00:10:56.019 killer, I think, they'll pull you away as distraction. So I believe 138 00:10:56.059 --> 00:11:00.620 that there's this idea that you have to constantly be challenging who you are and 139 00:11:00.779 --> 00:11:05.289 what you're about or trying what the world is trying, in an effort to 140 00:11:05.690 --> 00:11:11.889 be more successful. And like anything, I mean you talk to Ol guys 141 00:11:11.129 --> 00:11:13.289 and is it you want to be successful? Keep doing the same thing, 142 00:11:15.129 --> 00:11:18.039 just dedicate to it longer term. You know, don't give up on what 143 00:11:18.159 --> 00:11:22.320 you're doing. Is Good, and so I'd say not. It is guard 144 00:11:22.360 --> 00:11:28.120 against it, from distraction and find peace in the simplicity of your mission. 145 00:11:28.759 --> 00:11:37.269 Then we will complicate things because our core isn't flashy or or seemingly profound. 146 00:11:37.549 --> 00:11:43.509 But there's beauty in focusing on your fundamentals every single day. I've so this 147 00:11:43.549 --> 00:11:46.870 is before it from our speech. Is the only difference between a phenom and 148 00:11:46.340 --> 00:11:52.740 a beginner is that the phoenom understand the fundamentals better. Everything breaks down to 149 00:11:52.779 --> 00:11:56.299 a couple symbol moves and if you do them perfectly over time, consistently, 150 00:11:56.700 --> 00:12:01.570 then you then you can master that thing. I think when you start to 151 00:12:01.850 --> 00:12:05.129 layer in a hundred other moves, which is I mean you can traise that 152 00:12:05.210 --> 00:12:11.570 now with social media marketed all this analytics, all this stuff. It's fantastic 153 00:12:11.730 --> 00:12:16.639 and you should letters whatever information of access to. However, don't get distracted 154 00:12:16.679 --> 00:12:22.600 from what your core is. I think you realize that. I can't. 155 00:12:22.639 --> 00:12:28.159 I can't speak when we realized that we had to protected. But you realize 156 00:12:28.440 --> 00:12:31.830 you have to protect things once you smell a threat to it, and that's 157 00:12:31.950 --> 00:12:41.029 generally in the form of a distraction or an entitlement mindset, a any of 158 00:12:41.110 --> 00:12:46.019 those things, and and it will stir up in your gut that there's something 159 00:12:46.100 --> 00:12:54.139 that could potentially harmless thing and not if it's real and it's it's grounded in 160 00:12:54.259 --> 00:12:58.889 those human things. That's why I love your t sure rehumanize. I think 161 00:12:58.929 --> 00:13:03.210 it's so beautiful. If you recorded around it than those human things, you 162 00:13:03.289 --> 00:13:07.850 honoring our human beings. It will start something your soul that demands that you 163 00:13:07.690 --> 00:13:13.799 stand up against the things of threat. It's from the outside and from the 164 00:13:13.840 --> 00:13:18.399 inside, and I think the way you had against that is, again, 165 00:13:18.480 --> 00:13:22.559 you know you're about. You find people who are who come stop with a 166 00:13:22.639 --> 00:13:26.720 similar mindset, on a similar way, when care about people in a similar 167 00:13:26.759 --> 00:13:28.830 way, and then you just consider the remind each other and all each other 168 00:13:30.029 --> 00:13:33.590 accountable. We start to beer off. Your language is it was a certain 169 00:13:33.590 --> 00:13:39.950 direction where it's not serving that cause, of that core or honoring your core, 170 00:13:39.429 --> 00:13:46.379 honoring your purpose, honoring other human beings, requires vigilance and discipline. 171 00:13:46.740 --> 00:13:50.779 You have to protect it and you have to show up every single day to 172 00:13:50.980 --> 00:13:54.700 execute on it. This theme also came up when I talked with Paula Hayes, 173 00:13:54.259 --> 00:13:58.210 founder, president and CEO of Hum know are cosmetics. We talked on 174 00:13:58.330 --> 00:14:05.049 episode twenty three, which we titled Showing Up Authentically to honor your customer promise, 175 00:14:05.529 --> 00:14:09.720 and in this Clip Paula makes two key points. The first is that 176 00:14:09.840 --> 00:14:13.600 we have to have the discipline to show up every day, to listen every 177 00:14:13.639 --> 00:14:18.519 day and to deliver every single day. The second is that we cannot make 178 00:14:18.639 --> 00:14:24.669 exceptions. There are nonnegotiables and how we treat our customers. This is that 179 00:14:24.870 --> 00:14:31.789 patient vigilance and discipline that's required to consistently deliver an excellent experience for our customers. 180 00:14:31.830 --> 00:14:35.269 Here's Paula. I as having a conversation with one of my staff members 181 00:14:35.350 --> 00:14:39.580 earlier because I feel like the longer we go along, I can identify things 182 00:14:39.620 --> 00:14:45.220 that have happened over the years that I know I've led to our success here 183 00:14:45.980 --> 00:14:48.899 and there are things that I think we can't take our eyes off of, 184 00:14:48.179 --> 00:14:54.210 and one of them is just having the discipline to do this stuff every single 185 00:14:54.289 --> 00:14:58.929 day. It seems easy to say, yeah, we've got our customer experience 186 00:14:58.090 --> 00:15:03.169 dialed in, but it's another thing to execute it every day, to listen 187 00:15:03.409 --> 00:15:07.320 every day and to respond every day and to not take that for granted. 188 00:15:07.399 --> 00:15:11.120 So there are things like that that I just tell my team we can't take, 189 00:15:11.480 --> 00:15:13.960 we can't take for granted. I also think, you know, I'm 190 00:15:16.000 --> 00:15:20.879 I'm my staff would tell you I'm. I'm really cool. I don't micromanage, 191 00:15:20.080 --> 00:15:24.590 but I am one of those one of those people that I really believe 192 00:15:24.269 --> 00:15:30.029 that it's important for us to not have a lot of exceptions. Right because 193 00:15:30.029 --> 00:15:33.309 when we make exceptions, or I'll get to that tomorrow, or, Oh, 194 00:15:33.549 --> 00:15:37.860 you know, I'll a person's bought from US three or four times and 195 00:15:37.179 --> 00:15:39.539 they know us by now. We don't need to respond the same way. 196 00:15:39.580 --> 00:15:45.100 But I feel like when you make those kinds of exceptions, those exceptions start 197 00:15:45.179 --> 00:15:50.690 to corrode away and they ultimately become the rules over time, I'm and then 198 00:15:50.850 --> 00:15:54.610 you're moving further further away from delivering on that promise. So I just work 199 00:15:54.850 --> 00:15:58.330 really hard to make sure we stay discipline and what we do, that we 200 00:15:58.570 --> 00:16:03.759 always keep our customers at the center of decisions that we make and new products 201 00:16:03.799 --> 00:16:07.919 or new retellers, that they are always at the center of that, and 202 00:16:08.080 --> 00:16:11.960 that we've got a couple things around how we treat them that better nonnegotiables, 203 00:16:12.039 --> 00:16:15.919 and I feel like as long as we do that, will be making decisions 204 00:16:15.960 --> 00:16:18.789 with them in mind, will continue to look at the opportunities that come our 205 00:16:18.870 --> 00:16:22.830 way and ultimately, as I said kind as we were talking about that whole 206 00:16:22.870 --> 00:16:27.029 presentation I gave earlier on Scaling, that will be bringing them along along for 207 00:16:27.110 --> 00:16:32.830 the right as well. We've got a couple things around how we treat customers 208 00:16:33.019 --> 00:16:37.340 that are non negotiables. Again, it's about how we make people feel and 209 00:16:37.419 --> 00:16:42.419 having the discipline to be consistent about it, to put humans first. By 210 00:16:42.419 --> 00:16:45.500 the way, if you're enjoying this episode, you can see all of these 211 00:16:45.700 --> 00:16:53.009 clips and some others that didn't make it into this episode by visiting Bombombcom podcast. 212 00:16:53.610 --> 00:16:59.409 I talked with Matt sweezy about a human centered approach on episode sixty of 213 00:16:59.450 --> 00:17:03.039 the PODCAST. We titled It as he titled His Book The Context Marketing Revolution. 214 00:17:03.480 --> 00:17:07.240 In our conversation I brought up several of the great books that he cited 215 00:17:07.400 --> 00:17:11.440 in his own book, which I recommend. I also recommend his podcast series 216 00:17:11.480 --> 00:17:17.150 the electronic propaganda society, and he had a great take on the book that 217 00:17:17.309 --> 00:17:22.390 we both enjoyed. Most EF Schumacher's smallest beautiful. Here's Matt talking about humanity 218 00:17:22.710 --> 00:17:29.470 and a human centered approach to our lives and to our businesses. If I 219 00:17:29.549 --> 00:17:32.539 could just take a second to talk about what you said was your favorite and 220 00:17:32.660 --> 00:17:36.299 my favorite, which is ef Hu mocker smallest beautiful. So pretty much a 221 00:17:36.500 --> 00:17:41.099 theme through the majority of my favorite books. It's this constant theme of humanity. 222 00:17:41.500 --> 00:17:44.410 Ef Shu mocker talks about you know, and there's lots of quotes I 223 00:17:44.490 --> 00:17:47.690 use, and one is that, you know, industry is, you know, 224 00:17:47.809 --> 00:17:51.130 so great and it but it's so inefficient to a degree that we don't 225 00:17:51.130 --> 00:17:55.569 really realize it's inefficiency. Hence we just let it continue being inefficient. Right. 226 00:17:55.609 --> 00:17:56.529 But if we start to look at these things and say, all right, 227 00:17:56.769 --> 00:18:00.279 if we put humans at the center of everything, right, if we 228 00:18:00.319 --> 00:18:03.079 put humans at the center of our business, right, if you put humans 229 00:18:03.119 --> 00:18:04.920 at the center of what marketing should be. We put humans in the center 230 00:18:04.960 --> 00:18:08.880 of Economics, we see a very different approach and on that. And if 231 00:18:08.920 --> 00:18:11.869 you haven't read the book, all that autist facts the island, I would 232 00:18:11.869 --> 00:18:15.789 say make sure you read auto stuck to the island. It's not a marketing 233 00:18:15.829 --> 00:18:18.670 book. It's totally a book about humanity and about you know what, if 234 00:18:18.670 --> 00:18:21.589 we thought about living in a different way. But I think that's the my 235 00:18:21.750 --> 00:18:25.390 favorite theme through all those books is just a challenge and I just can't I 236 00:18:25.430 --> 00:18:29.019 can't say enough about Hue mocker theories of you know what, if we thought 237 00:18:29.099 --> 00:18:33.539 about economics, not is the highest financial return, which is the highest stakeholder 238 00:18:33.579 --> 00:18:37.099 theory return, which is essentially he talks about way before stakeholder theory became a 239 00:18:37.259 --> 00:18:40.740 thing. And that's then it leads you in the purpose driven business, purpose 240 00:18:40.859 --> 00:18:45.210 of the marketing. I do believe purpose is a massive, powerful force in 241 00:18:45.369 --> 00:18:48.170 all of our marketing in the future must have an element of purpose in it. 242 00:18:48.569 --> 00:18:52.210 I'm just because it focuses us on conversations past our product. I'm so 243 00:18:52.289 --> 00:18:55.450 it allows us to have a more human relationship, a more honest relationship, 244 00:18:55.529 --> 00:18:57.400 pass just the product, with our with our audience, when our market place, 245 00:18:57.920 --> 00:19:02.319 if we put humans at the center of everything, we see a very 246 00:19:02.640 --> 00:19:07.400 different approach. To put humans at the center of everything is to care, 247 00:19:07.279 --> 00:19:11.109 and when I talked with Gil Cohen, founder of employee experience design, he 248 00:19:11.190 --> 00:19:15.710 said you can have raving fans by just caring, by caring about what the 249 00:19:15.789 --> 00:19:21.470 other person is going through and then making decisions accordingly. We were talking about 250 00:19:21.589 --> 00:19:26.539 candidates for open positions who don't get the job but still appreciate your organization anyway. 251 00:19:26.779 --> 00:19:32.220 This clip comes from episode eighty employee experience design. How, why and 252 00:19:32.380 --> 00:19:37.299 where to begin? And Gil starts this epic take by defining the words sounder, 253 00:19:37.420 --> 00:19:41.529 which is a neologism, a recently coined word or expression, and I 254 00:19:41.609 --> 00:19:45.329 think sounder is one worth knowing. There's a newer word that I learned a 255 00:19:45.410 --> 00:19:48.690 few years back. It's become one of my favorite words, which which is 256 00:19:48.769 --> 00:19:56.160 Saunder, which is the idea that the recognition that every other person who we 257 00:19:56.359 --> 00:20:03.359 walk by has an inner working in an inner life that's as complex and dynamic 258 00:20:03.440 --> 00:20:07.630 as our own. They have their own hopes and dreams and that's true for 259 00:20:07.670 --> 00:20:11.150 every person we walk by, every time we drive, when there's a light 260 00:20:11.269 --> 00:20:14.750 on in the window. There's a story there, and so by the recognition 261 00:20:14.910 --> 00:20:22.019 that the organization isn't the protagonist of the story, but that everybody's the protagonist 262 00:20:22.059 --> 00:20:27.140 of their own story in by including that into your decision making Lens, you're 263 00:20:27.180 --> 00:20:33.140 able to create an experience that flows more effectively that, even when you're told 264 00:20:33.299 --> 00:20:37.730 know at the end you appreciate it. I've known people that have been raving 265 00:20:37.849 --> 00:20:45.809 fans of organizations that have been denied from working there because they appreciated the way 266 00:20:45.809 --> 00:20:48.809 they were treated and they understood why they didn't get a job there. So 267 00:20:48.970 --> 00:20:53.720 it's so powerful when you can have raving fans from the ones who didn't get 268 00:20:53.720 --> 00:20:57.240 it, but just caring, and it goes back again, by just caring, 269 00:20:57.400 --> 00:21:02.799 by caring about what the other person is going through and then making decisions 270 00:21:02.839 --> 00:21:07.029 accordingly so that there's overlap as opposed to just making decision. This is what 271 00:21:07.109 --> 00:21:10.869 the organization wants to we're going to put you through seven layers of interviews. 272 00:21:11.230 --> 00:21:14.750 Some of them will have ten people in an interview. We're going to ask 273 00:21:14.789 --> 00:21:18.619 you to do two weeks of free prospecting for us and then we're going to 274 00:21:18.660 --> 00:21:22.099 wonder why you have no interest in our hiring process. I hope you made 275 00:21:22.099 --> 00:21:26.140 a note about sound or obviously, empathy is another word that comes to mind 276 00:21:26.180 --> 00:21:30.579 and it has so many implications for how we operate, how we treat our 277 00:21:30.619 --> 00:21:36.410 employees and how our employees treat our customers. Next up is Rachel Ostrander, 278 00:21:36.769 --> 00:21:41.769 director of runner experience at Brooks running. I'm a huge fan of Brooks and 279 00:21:41.009 --> 00:21:47.049 reached out to Rachel early on. This clip comes from episode seven Superior Customer 280 00:21:47.130 --> 00:21:52.000 Experience. Starts before there's a customer and what she's offering. Here's a piece 281 00:21:52.039 --> 00:21:56.079 of career advice that she got and it really is this simple be nice and 282 00:21:56.279 --> 00:22:00.039 do the right thing for the customer. Be Nice and let them know you 283 00:22:00.240 --> 00:22:04.509 care. Be Nice with a level of intention, and she explains exactly why 284 00:22:04.549 --> 00:22:08.670 we should take that approach. I did my kind of call center life. 285 00:22:08.829 --> 00:22:15.779 Started in banks and I just moved into a role where I was going to 286 00:22:15.819 --> 00:22:18.779 be taking escalated calls, kind of at at a management level, not managing 287 00:22:18.819 --> 00:22:23.420 actually actual people, but taking escalate to calls, and I said what, 288 00:22:25.180 --> 00:22:26.579 what do you want me to do? What you know? How do I 289 00:22:26.700 --> 00:22:30.250 decide whether I say yes or no or what I do? And My boss 290 00:22:30.250 --> 00:22:33.569 at that time said be nice and do the right thing for the customer, 291 00:22:34.730 --> 00:22:41.809 and I think I wish it hadn't taken quite so long to know unequivocally that 292 00:22:41.930 --> 00:22:45.599 that was the right answer, but it is. Every single time I've done 293 00:22:45.680 --> 00:22:51.839 that, even though it feels like the more expensive choice, it is always, 294 00:22:51.880 --> 00:22:56.559 always, always successful. We always improve our service and it always cost 295 00:22:56.680 --> 00:23:03.869 less money in the end and then revenues go up. Because I do not 296 00:23:03.990 --> 00:23:07.950 have a name, refer to this quote. It is not me. If 297 00:23:07.990 --> 00:23:10.829 you want to know where a customer or where company as, look at their 298 00:23:10.910 --> 00:23:12.140 sales. If you want to know where they're going to be, look at 299 00:23:12.140 --> 00:23:18.619 their service. I believe in that and my my entire career has reinforced that 300 00:23:18.220 --> 00:23:22.099 great quote there at the end. If you want to know where a company 301 00:23:22.339 --> 00:23:25.420 is, look at their sales. If you want to know where they're going 302 00:23:25.500 --> 00:23:27.809 to be, look at their service. Some of the themes here so far 303 00:23:29.089 --> 00:23:33.930 on the epic takes mixtape are obviously a human centered approach. The discipline to 304 00:23:34.049 --> 00:23:38.809 show up and do it every day and to do it with intention and intentionality 305 00:23:38.849 --> 00:23:44.079 is something that's become very important to saying. Room Vagre, cofounder and Chief 306 00:23:44.160 --> 00:23:48.960 Evangelistic Terminus, author of two books, including ABM, is be to be 307 00:23:48.599 --> 00:23:53.119 host of flip my funnel at daily podcast with so many more episodes than this 308 00:23:53.720 --> 00:23:59.789 podcast has, episode one hundred and saying room's visited US twice. This clip 309 00:23:59.869 --> 00:24:03.750 comes from the very end of episode eighty four. Ten rules for building a 310 00:24:03.869 --> 00:24:07.309 category and building a community, and saying room gives us a caution that can 311 00:24:07.349 --> 00:24:12.740 benefit us in our personal life as well as our professional life. Being intentional 312 00:24:14.579 --> 00:24:19.220 is way more important than being brilliant. So I'll say that again because it 313 00:24:19.380 --> 00:24:23.650 took me a while to do really receive in myself. So so for those 314 00:24:23.650 --> 00:24:27.089 who one of those up who are a a great people like you, might 315 00:24:27.170 --> 00:24:33.130 need need to listen again, because BNC get it. Being intentional is way 316 00:24:33.250 --> 00:24:37.089 more important than brilliant, being brilliant. What I mean by that is that, 317 00:24:37.289 --> 00:24:38.680 look, you may have the greatest, foolest idea in the world, 318 00:24:40.039 --> 00:24:44.599 and so many people have it every day. Like people have talked about having 319 00:24:45.079 --> 00:24:47.480 that. They have the idea of Huber, they had the idea of, 320 00:24:47.640 --> 00:24:49.279 like, you know, drones, they had the idea of all these phrase 321 00:24:49.359 --> 00:24:53.869 crazy stuff right, but it doesn't really matter, because what matter, says 322 00:24:55.109 --> 00:24:59.230 the few people who actually get intentionally enough, to focus enough to do that, 323 00:24:59.869 --> 00:25:03.390 and that's the difference between everybody else and that one percent. So I've 324 00:25:03.509 --> 00:25:08.299 just started being more intentional about how I'm leaving my family, being part of 325 00:25:08.380 --> 00:25:12.180 my family, port of my team, port of my community, part of 326 00:25:12.299 --> 00:25:17.420 my company, and I'm just realizing that it's important to be intentional. It's 327 00:25:17.460 --> 00:25:23.289 important to take a pause every so often revaluate what's going on and we think 328 00:25:23.410 --> 00:25:27.809 can re imagine, because you may have the best idea, best bet, 329 00:25:27.930 --> 00:25:30.890 you know, best thoughts around everything, but if you're not intentional, if 330 00:25:30.930 --> 00:25:33.809 you're not writing the thing you notes, if you're not bringing customer in the 331 00:25:33.890 --> 00:25:38.039 Office of people can imagine, if you're not intentional about the things that actually 332 00:25:38.079 --> 00:25:42.440 do matter to you and the organization to grow or yourself to grow, you 333 00:25:42.559 --> 00:25:47.880 don't miss out on it and it's a wor the making work worth it, 334 00:25:48.440 --> 00:25:52.230 making life worth it. Such a great take there from saying room, and 335 00:25:52.549 --> 00:25:56.950 one of the implied messages there that I really really liked was this biased toward 336 00:25:56.990 --> 00:26:02.029 action. It is not enough to have the idea, you have to actually 337 00:26:02.029 --> 00:26:06.220 act on it. And in this next clip with my longtime friend and team 338 00:26:06.259 --> 00:26:10.819 member, the cofounder of Bombomb, Darren Dawson, from back on episode eleven, 339 00:26:10.940 --> 00:26:15.980 rehumanizing business and the world with better communication. You'll hear the themes of 340 00:26:15.059 --> 00:26:21.529 intention and action, taking the next right step, doing the next thing that's 341 00:26:21.529 --> 00:26:23.049 right in front of us, that we know we can do, that we 342 00:26:23.210 --> 00:26:27.650 know we should do, something that will benefit our fellow human beings. He's 343 00:26:27.730 --> 00:26:33.400 talking here about the dehumanized people among us and how and why we can rehumanize 344 00:26:33.440 --> 00:26:37.799 those people. Listen to, by the way, for his go at buying 345 00:26:37.839 --> 00:26:41.920 a ranch, which I take as a Standin for buying a Lamborghini or a 346 00:26:41.039 --> 00:26:45.920 yacht or a fourth home. Those are all perfectly fine things to do. 347 00:26:47.190 --> 00:26:49.670 It's perfectly within your right to do them if you can, but I'm not 348 00:26:49.910 --> 00:26:53.309 so sure that they'll be a satisfying long term as some of the things that 349 00:26:53.390 --> 00:26:57.549 Darren talks about here. To rehumize a planet. We want to rehumanize a 350 00:26:57.630 --> 00:27:03.180 people that are dehumanized. We want to use bombomb, the the thing that's 351 00:27:03.220 --> 00:27:06.940 rehumanize her communication, as a way, as a vehicle to do that, 352 00:27:07.220 --> 00:27:11.099 and so what we try and do is invest in nonprofits or in people are 353 00:27:11.420 --> 00:27:18.289 that are attempting to rehumanize people that are being the humanized in places like, 354 00:27:18.690 --> 00:27:22.250 you know, Africa, where they don't have food, and there spaces in 355 00:27:22.250 --> 00:27:26.369 America they and food locally. We do it with a couple organizations with homelessness, 356 00:27:26.970 --> 00:27:33.039 with families that are on the streets that are homeless, also with women 357 00:27:33.079 --> 00:27:36.920 who can't receive healthcare. We they provide free health care and to me, 358 00:27:36.920 --> 00:27:40.519 if you can't get health care, you're deep being humanized. I mean, 359 00:27:40.559 --> 00:27:42.519 at this point we should be all of health care, but we could either 360 00:27:42.680 --> 00:27:47.269 complain or we can literally change it in your backyard, and we found a 361 00:27:47.309 --> 00:27:48.950 plight way to do that. And so for us, that is how we 362 00:27:49.029 --> 00:27:53.589 can help rehumanize people. And we have a problem with slavery in this world 363 00:27:53.670 --> 00:27:56.029 right now. I don't think a lot of people honestly know about that, 364 00:27:56.230 --> 00:28:00.099 but people are being more enslaved in this world than they ever have been. 365 00:28:00.380 --> 00:28:06.700 Sex trafficked, human traffick game. Let's change that. Or we could buy 366 00:28:06.700 --> 00:28:11.970 a ranch like I would rather choose the corner and trying to make down the 367 00:28:11.970 --> 00:28:18.329 universe by recumanizing these people. If you've ever met someone that has been in 368 00:28:18.450 --> 00:28:26.130 these paths and then has been rehumanized, that has a job and has a 369 00:28:26.210 --> 00:28:29.720 home now and that life is gone. You will want to do that, 370 00:28:29.880 --> 00:28:33.720 and so I want in and we try and do this. That's why you're 371 00:28:33.720 --> 00:28:36.680 answering the form of bombomb. That's why I wants to be pumped. The 372 00:28:36.720 --> 00:28:41.750 answer that ticket. Yeah, make that sales call, because we're trying to 373 00:28:41.789 --> 00:28:47.589 do something different. Not only does our technology help people be better facetoface and 374 00:28:48.230 --> 00:28:52.910 build that human relationship, the human connection, but we're going to change the 375 00:28:52.069 --> 00:28:57.099 planet one thing at a time. I'm big. My thing is to do 376 00:28:57.259 --> 00:29:02.619 the next right thing and we're just tackle what we can. I'm going to 377 00:29:02.660 --> 00:29:04.140 try and recognize the planet and we're going to do our best to do it. 378 00:29:04.299 --> 00:29:11.769 And hold me accountable. Hold me accountable. It's something we should demand 379 00:29:11.849 --> 00:29:15.170 of ourselves, of our team members, of our customers and of our community. 380 00:29:15.529 --> 00:29:21.609 It is the foundation for Integrity, consistency and word indeed, and the 381 00:29:21.849 --> 00:29:26.640 openness and humility to take feedback into be held accountable when there's a gap between 382 00:29:26.680 --> 00:29:30.680 those. A great take from Darren and a great set up for the ten 383 00:29:30.880 --> 00:29:36.519 and final clip. Here on episode one hundred of the customer experience podcast, 384 00:29:36.920 --> 00:29:41.109 the epic takes mixtape. This one comes from episode seventy six. When customer 385 00:29:41.190 --> 00:29:48.029 experience becomes an existential experience. It comes from Todd Hockenberry, Co author of 386 00:29:48.150 --> 00:29:52.230 Inbound Organization, a book I recommend and that he wrote with Dan tire of 387 00:29:52.230 --> 00:29:56.019 hub spot, who was my guest back on episode forty. The biggest transformation 388 00:29:56.180 --> 00:30:00.700 in prospecting in thirty years, by the way. That transformation is video messaging 389 00:30:00.859 --> 00:30:04.779 and video and email. Toward the end of my conversation with todd, he 390 00:30:04.940 --> 00:30:10.930 took it to another level with ideas and values that transcend all of the great 391 00:30:10.970 --> 00:30:15.529 sales and marketing advice he offered throughout our conversation about helping customers survive, not 392 00:30:15.690 --> 00:30:22.359 just thrive. Hence the existential experience theme here and in this tenth and final 393 00:30:22.480 --> 00:30:26.200 clip, he talks about winners and losers and the characteristics of both. He 394 00:30:26.319 --> 00:30:32.839 talks about people and profits, giving and taking. Here's an epic take from 395 00:30:32.880 --> 00:30:36.710 Todd hackinberry. If tapline results, if you're the leader of a business or 396 00:30:36.869 --> 00:30:40.589 your league, of a group or division or even a team, are you 397 00:30:40.670 --> 00:30:42.549 there for yourself or you're there for your ego? Are you there for your 398 00:30:42.630 --> 00:30:48.069 own monetary game and you there for your own career? Are you there for 399 00:30:48.190 --> 00:30:52.299 whatever selfish reason you can think of, or you there to contribute to other 400 00:30:52.380 --> 00:30:55.460 people, and I think this is just a fundamental human thing. Right there's 401 00:30:55.500 --> 00:30:59.700 givers and takers, and the the givers will win, the takers will be 402 00:30:59.819 --> 00:31:02.940 found out. And in the world that the were living in now and the 403 00:31:02.980 --> 00:31:07.529 world that we're moving forward to, the people that are that care about others 404 00:31:07.650 --> 00:31:11.690 first, that put others ahead of themselves. These are not new ideas. 405 00:31:11.730 --> 00:31:15.730 He think. These go way back, and the people that think of others 406 00:31:15.849 --> 00:31:19.119 first and put the success success of other people first will be the ones that 407 00:31:19.599 --> 00:31:23.039 do well and, frankly, it's just the right way to live. And 408 00:31:23.920 --> 00:31:27.640 again, all the stuff that's going on right now, I think the mindset 409 00:31:27.720 --> 00:31:33.829 of people first over profits. I mean, you got a profits, I 410 00:31:33.910 --> 00:31:37.109 know, I get it, but there's a time and there's a place and 411 00:31:37.190 --> 00:31:41.390 there's a way to grow business in a way that also grows people and is 412 00:31:44.349 --> 00:31:48.019 helpful to people both inside the company out, and that's the mindset leaders have 413 00:31:48.140 --> 00:31:52.660 to have. And and it's hard when it's the survival question. Right now 414 00:31:52.740 --> 00:31:57.299 it's me versus them, and but they're surviving in and they're surviving. So 415 00:31:57.539 --> 00:32:01.210 I I think you know, I'd go back to classical literature. This is 416 00:32:01.289 --> 00:32:06.930 even marketing stuff right. I'm going back to without getting too philosophical with you, 417 00:32:06.970 --> 00:32:09.130 I'd go back to kind of classic literature about why we're here. Think 418 00:32:09.170 --> 00:32:14.930 about you know what, what what our purposes here, and very rarely is 419 00:32:14.970 --> 00:32:17.880 it going to be to make money. So find that core purpose, tie 420 00:32:17.960 --> 00:32:22.240 back into that. People to really really understand that and live that are going 421 00:32:22.279 --> 00:32:23.359 to be the ones that I think you're going to see the most success. 422 00:32:23.920 --> 00:32:29.240 There's a way to grow business in a way that also grows people. A 423 00:32:29.839 --> 00:32:34.069 call for leaders, a call for people at every level of the organization, 424 00:32:34.109 --> 00:32:39.390 a call to action here on the customer experience podcast. Thank you again so 425 00:32:39.509 --> 00:32:45.779 much for joining me for episode one hundred the epic takes mixtape. I want 426 00:32:45.819 --> 00:32:49.980 your feedback on the next one hundred. How are we doing? What do 427 00:32:50.059 --> 00:32:52.859 you like? What do you dislike? What do you wish there was more 428 00:32:52.019 --> 00:32:57.420 of? What are some of your favorite episodes? What themes or roles or 429 00:32:57.619 --> 00:33:01.329 concepts would you like covered? Reach out to me. Email me Ethan etch 430 00:33:01.369 --> 00:33:07.609 an at Bombombcom. Hit me up on Linkedin, Ethan, but last name 431 00:33:07.730 --> 00:33:12.769 spelled beute. Add a note to the connection request and hit me up in 432 00:33:12.880 --> 00:33:19.240 linkedin messages to check out all these clips and other epic takes. visit bombombcom 433 00:33:19.559 --> 00:33:24.519 slash podcast and if you enjoyed what you've heard, please visit apple podcasts or 434 00:33:24.599 --> 00:33:29.349 itunes and leave a rating in a review. It's so helpful to the show. 435 00:33:29.750 --> 00:33:34.789 It changes the way that apple displays the podcast. We're building a community 436 00:33:34.789 --> 00:33:38.349 around building better experiences for customers. Thank you so much for being a part 437 00:33:38.390 --> 00:33:42.980 of it. Thank you so much for listening to this episode. Thanks again 438 00:33:43.019 --> 00:33:46.859 to to every single guest in the first one hundred episodes. Here's to a 439 00:33:46.900 --> 00:33:52.579 hundred more of the CX series on BTB growth and the customer experience podcast. 440 00:33:57.450 --> 00:34:00.329 One of the things we've learned about podcast audience growth is that word of mouth 441 00:34:00.410 --> 00:34:05.410 works. It works really, really well actually. So if you love this 442 00:34:05.450 --> 00:34:07.489 show, it would be awesome if you text it a friend to tell them 443 00:34:07.530 --> 00:34:10.760 about it, and if you send me a text with a screenshot of the 444 00:34:10.800 --> 00:34:15.239 text you sent to your friend, Meta, I know I'll send you a 445 00:34:15.280 --> 00:34:19.199 copy of my book content based networking, how to instantly connect with anyone. 446 00:34:19.239 --> 00:34:22.760 You want to know my cell phone numbers. Four hundred seven, four nine 447 00:34:22.760 --> 00:34:29.070 hundred three D and three two eight happy texting. I
