The Copernican Shift: Recent Episodes
Grad Conn
Welcome to The Copernican Shift (formerly, the CXM-Experience), the podcast that challenges you to change your perspectives about marketing, advertising, and digital channels.
Join Sprinklr CXO Grad Conn and his guests for tips, insights, and strategies aimed at helping you embrace the new marketing world where customers are connected and empowered like never before — it’s a Copernican shift that puts your customer in the center of the marketing universe. The podcast is occasionally irreverent, possibly contrarian, but always entertaining and informative.
The Copernican Shift. Mapping perception to reality since 1543.
It’s June, which means it’s pride month, which means we’re all being bombarded by rainbow-festooned corporate logos. But does that really help? Or is it just another example of “woke washing,” the brand pandering that occurs when marketing and social movements collide.
The amazing Katie Martell is back with some brilliant insights as we look at alternatives to rainbow logos — alternatives that could make a much bigger impact on individuals, corporations, and communities.
https://www.katie-martell.com/
https://www.copernicanshift.com/episode-194-how-to-really-celebrate-pride-month/
We’ve all heard them. Those iconic sounds that tell us our computer is starting, or we're about to start binge watching Netflix. They’re sometimes subtle, sometimes more obvious, but always closely associated with a brand experience.
Today we explore the power of sonic branding, with real examples and a brief diversion into creating a sonic brand for The Copernican Shift.
Visit the Copernican Shift blog post for more links and resources:
https://www.copernicanshift.com/episode-193-the-magic-of-sonic-branding/
The challenge with marketing is that we all think we know our products and services better than anyone. But do we? In today’s episode we learn why we need to get out of our own heads and think like our customers. The results might surprise you.
We’re not always great at seeing or predicting the future, mainly because of our tendency to apply familiar (and often outdated) concepts to new ideas. We’re stuck in our well-worn business ruts, too focused on the day-to-day minutia to notice inflection points that create real opportunities for innovation. The streaming services we all know and love are ripe for just this kind of forward thinking.
Your business is too complex. That’s because complexity sneaks into all of our workplaces, whether we want it to or not. It’s a hidden problem that’s hurting productivity and frustrating customers.
Keep it simple (or, at least, simpler) by focusing on the customer, and understanding what they want to buy from you, and why they want to buy it.
Eating cereal can be more than just... eating cereal. For proof, look no further than Obo, makers of a bowl that transforms cereal from a meal to an experience. There’s a valuable lesson here — no matter how mundane your product or service, you absolutely must provide the best experience possible. If a cereal bowl can do it, so can you.
Today we learn about marketing from everyone’s favorite mentor and football coach, Ted Lasso. That’s right, coach Lasso teaches us about brand authenticity, and why it’s so important in today’s hyper-connected, UGC content-fueled environment.
Smells like potential.
We kick things off with energy — specifically energy companies, and how they’re using social media and other modern channels to gather information and manage communication during power-disrupting storms.
Then we grab our (virtual) VR headsets and make our first foray into the metaverse. We’ll cut through the hype and explore exactly what the metaverse means for brands. Is it a fad? Or the future of digital marketing?
That's right. We're now The Copernican Shift podcast (formerly the Unified-CXM Experience). And although we've changed the name, we haven't changed the format. We'll still feature some of the top marketing guests on the planet, and generally continue to challenge your perspectives about marketing, advertising, and digital channels.
I’ve talked about the Copernican Shift before, but in this episode we go a little deeper into exactly what that means, and why it’s critical for marketers to understand.
The Copernican Shift. Mapping perception to reality since 1543.
Gathering customer insights is so important we’re doing a second show about it. In this follow-up podcast to my discussion with Sonia Sahney, I go into more detail about the time I literally went into people’s homes and watched them do their laundry. It’s taking customer insights to the extreme, and it’s a valuable lesson on how our preconceptions can negatively impact our marketing strategies.
The key to being customer centric is understanding your customers. And the best way for you, as a marketer, to understand your customer is to leave the friendly confines of your office or Zoom call and actually engage with the people you’re trying to market to.
Sonia Sahney of GE Healthcare joins me for a discussion about customer insight, and ways to help your customers better understand their customers.
Sonia is the CMO of Molecular Imaging at GE Healthcare. You can find her on LinkedIn.
B2B buyers are overwhelmed. According to Gartner, 77% of B2B buyers said their latest purchase was complex or difficult. And, sadly, we’re not doing enough to make the process easier. B2B marketing strategist Ardath Albee joins me with insights on what we can do improve the buying process, close more deals, and make our customers happier.
You can follow Ardath on LinkedIn.
We all say we put the customer first, but what does that really mean? What actions are you actually taking that show the customer how important they really are? In today’s episode, Michelle Chiantera, CMO at Corel, talks with me about the stories we tell to our customers, and how those stories can translate into real action.
You can follow Michelle on LinkedIn
Do you understand the product or service you’re selling? I mean, really understand it? I’m often surprised by the number of marketers who have never actually used the product they’re marketing — maybe have never talked with anyone who has.
Annie Wissner, CMO at Whispir, leads by example to make sure the Whispir marketing team knows the product inside and out. This knowledge generates excitement, enables the team to truly add value for their customers, and is a perfect example of transformation in action.
You can follow Annie on LinkedIn.
Review sites are probably among the first places your prospects go when researching your product or service, and yet these sites are typically an afterthought in most marketing plans. It doesn’t need to be that way. In today’s episode, Yoli Chisholm joins me to discuss tips and tricks for getting the most value out of B2B and B2C review sites.
Yoli Chisholm is CMO at Venn. You can follow her on LinkedIn.
We’re back with our continuing Modern Marketing Plan series. Today it’s all about analyst relations, a critical, yet often overlooked, part of your marketing plan. Drew Tambling, director of analyst and influencer relations at Sprinklr, steps through why it’s so important, how to get started, and explains why you should probably increase your analyst relations investment.
You can follow Drew on LinkedIn.
Ever wonder what’s going through the mind of a CMO? The issues they’re thinking about, and the problems keeping them up at night? Resident expert Marshall Kirkpatrick wondered too. So he fired up a few of his research tools (including Sprinklr, of course) and spent some time scouring the Internet to learn what CMOs are reading, and what they’re posting about. It’s an insightful glimpse into the key trends in marketing today.
Jordan Neuhauser, CMO at Trulli Audio, has a passion for music that is matched only by his passion for authentic customer engagement. In today’s episode Jordan and I talk about how Trulli Audio is listening to customers, and — most importantly — reacting quickly and authentically, with personal engagement that reinforces the brand, and creates fans for life.
If you’re looking to improve your customer engagement strategies, this episode will be music to your ears.
You can follow Jordan on LinkedIn.
The key to success for a marketer is to always be learning. And the key to learning is to read. In today’s episode I review some of my favorite marketing and advertising books — from new releases to timeless classics. Add a few of these to your reading list and your career with thank you.
You can find the complete list on my blog.
Continuing our modern marketing plan series, we’re looking at the 3rd Moment of Truth — the immediate reaction of a customer actually trying your product or service. It’s the moment (or moments, for a complex product) that either keeps your customer coming back for more, or sees them heading for the exits.
In part 2 of my conversation with influencer relations expert, Marshall Kirkpatrick, we answer the pivotal question, “why do I even need an influencer marketing program?” Then we move on to the third — and most important — stage of building your influencer relations program: collaboration. Finally, it’s a brief detour to discover what we can all learn from The Marvelous Mrs. Maisel.
Marshall Kirkpatrick is a social data innovator, and VP of Market Research at Sprinklr. Follow him on Twitter.
Authentic, genuine relationships between brands and influencers can benefit everyone involved. The brand learns about the market, and the market learns about the brand. Win, win. In today’s episode I talk with influencer relations expert Marshall Kirkpatrick about the three stages of building an influencer relations program.
Marshall Kirkpatrick is a social data innovator, and VP of Market Research at Sprinklr. Follow him on Twitter at https://twitter.com/marshallk
We’re taking a quick break from our Modern Marketing Plan series to talk about a fascinating article I recently read: “The Blandscape of B2B Marketing Content Needs a Bit of Emotion,” written by Ardath Albee. It’s an insightful look at ways to address the complexity of B2B selling, and more than worthy of a Unified-CXM episode.
You can take a look at Ardath Albee’s article here:
https://customerthink.com/the-blandscape-of-b2b-marketing-content-needs-a-bit-of-emotion/
Part 2 of our deep dive into the modern marketing plan where we explore the “First Moment of Truth,” the point in time when a potential customer first encounters your product. In today’s episode we’ll dig into this classic marketing touch point, and then transmute it from the grocery aisle to modern channels. Plus, a quick detour into the world of SEO and SEM.
We’re well into the 20th century, so why are so many marketers stuck in an outdated broadcast marketing mentality? Today we kick off a multi-part series where we’ll look at the marketing plan of the future (well, the present, really), and why you need to shift your thinking from a broadcast focus, to a conversation focus. It’s all about the “moment of truth” — that point in time when consumers make a choice about your product or service. Welcome to 2022!
Everyone loves a parade. Including me. Today we talk about my own participation in the venerable Macy’s Thanksgiving Day Parade, and why process, organization, and workflow are so valuable when building customer experiences. Because you’ve got to get the little things right, in order for your customers to enjoy the big things.
We all say we’re customer centric, but are we really? Today’s episode is all about the customer, specifically the voice of the customer. We’ll look at how best to listen and engage, how to manage thousands of pieces of outbound content, and how omni-channel care can provide a unified view of every individual customer.
That’s right. A whole year. 167 episodes, and we’re still going strong. In fact, we’re just getting started. So, with a year under our belt it seemed like it was about time for an episode...about time. Literally. Because time is a precious commodity, and a key ingredient of stellar customer experiences.
It’s marketing day on the Unified-CXM Experience as we explore a gem of an advertising campaign. It’s packed with beautiful people, beautiful art, and beautiful cinematography. It’s a feast for the eyes and ears, and a great example of blending a historic past and a contemporary campaign to create a compelling brand experience.
See the video here:
https://youtu.be/ZOXO1Cyu1WY
The average marketing department has 91 martech point solutions. And I have yet to meet anyone who doesn’t think that number is too high? So, how did we get here? It’s not because we’re making bad decisions. But it might be that we’re approaching the decision-making process all wrong.
In today’s episode we look at employee empowerment, the challenges of disjointed departmental solutions, and how to make better decisions that benefit the entire organization.
We talk a lot about CXM on this podcast, which makes perfect sense — it is the “Unified-CXM Experience” podcast, after all. But it occurred to me recently that we might not be on the same page when it comes to understanding the nuances of CXM. So, in an effort to achieve total CXM harmony, we’re going back to basics today.
A hundred years ago, when you walked into a shop, the shopkeeper probably knew you. He knew what you liked, knew what you just purchased, and knew what you might purchase again. It was a relationship built on knowledge and trust, and it benefited both the seller and the consumer.
Today, with most brands, we’re largely anonymous. Whether it’s brick-and-mortar or online, most sellers have no clue who I am. But it doesn’t have to be that way… and shouldn’t be that way. I call this “marketing amnesia,” and today’s episode we’re going to talk about the causes, and the cure.
We’ve entered the conversational era of marketing. Unfortunately, too many marketers are stuck in the broadcast world of mass email blasts and anonymous ads. It’s time to change, and we can start by taking a cue from comedians. Yes, comedians. They happen to be brilliant communicators who have mastered the art of conversational marketing (whether they know it or not).
A recent Forrester study found that 82% of firms said CX is a top priority, but only 46% feel they’re getting a comprehensive view of their customers. In today's podcast I talk with Maxie Schmidt-Subramanian, VP and Principal Analyst at Forrester, about the journey to great CXM, and how to give your organization a competitive advantage.
Watch the webinar, and download the full Forrester study here:
https://www.sprinklr.com/resources/boost-experience-success-register/
Maxie Schmidt is a principal analyst serving CX professionals. She leads Forrester’s research on CX measurement programs.
Three customer experiences for the price of one. We start with a brilliantly-designed pancake batter container, move on to a customer support story featuring missing bricks, and end with a not-so-great headphone repair.
It’s pancakes, pieces, and pods as we explore how small interactions can make a big difference.
The way we communicate has constantly evolved since we first drew on cave walls. It’s always changing. So why are we so resistant to these new channels when they first appear? Whether it’s TV in the 1940s, the Internet 50 years later, or social media today, too many marketers take too long to embrace new channels (to their detriment, I might add). In today’s episode, we explore the history of advertising and mass marketing, The evolution of modern channels, and how looking back can help us to look forward.
Today we go full meta, with a podcast about... podcasts. Justin Shriber, CMO at People.ai, joins me to talk about how their Legends of Sales and Marketing podcast drives lead generation and creates personal connections with industry leaders. From there we explore the most important attributes of a sales leader, and finish up with a life lesson derived from a Steven Spielberg movie quote.
You can find Justin at: www.linkedin.com/in/justinshriber/
www.people.ai
www.people.ai/legends
Increasingly, customers are holding us to a higher standard. That’s why unified is better than integrated. Unified-CXM breaks down silos and provides a single view of your customers, enabling you to identify customer issues, and take appropriate action.
Whether you’re selling B2B, or B2C, you’re selling to people. Often the same people. And these people appreciate rewarding experiences and responsive brands. In today’s episode we look at the intersection of B2B and B2C, and how a truly unified customer experience can make your customers happier.
Collecting, managing, and applying feedback is a critical piece of the CX process. In today’s summer flashback episode I go back to my P&G days to regale you with a story about marketing recommendations, and the gift of honest, unfiltered feedback.
It’s an exciting time to be in marketing. Organizations are finally waking up to the fact that their brand isn’t what they say it is. Their brand is a reflection of the experiences they land with their customers. In this Adweek webinar, Danny Wright and I talk about the three fundamental shifts that are transforming customer expectations, and the steps you can take to make your customers happier.
Danny Wright is the Chief Brand Officer at Adweek. Find him on LinkedIn at:
https://www.linkedin.com/in/dannywright/
I’ve said this before (and I’ll probably say it again), but there has never been a better time to be a marketer. In this MarketingProfs webinar, Valerie Witt and I explore the merging of mass reach with 1:1 engagement — a sea change that gives brands unprecedented marketing potential. You’ll hear examples of how leading brands have implemented mass 1:1 marketing, and learn the steps you can take to copy their success.
Or, watch the webinar here: How the World's Greatest Brands to Mass 1:1 Marketing
Your brand is not what you say it is. Your brand is what your customers think it is. And that’s built on experiences, including purchasing, support, and customer care. In part 2 of my discussion with Rob Harles we talk about our unhealthy obsession with scale, and why we need to spend more time listening, engaging, and communicating with our brand communities.
Rob Harles is the Global Lead for Modern & Emerging Channels for Accenture Interactive. You can find him on LinkedIn https://www.linkedin.com/in/robharles/ or Twitter https://twitter.com/robharles
Have we lost sight of why we’re focused on the customer experience in the first place? In today’s episode, Rob Harles and I take a walk in our customers’ shoes to discover how to make the customer experience human again.
Rob Harles is the Global Lead for Modern & Emerging Channels for Accenture Interactive. You can find him on LinkedIn https://www.linkedin.com/in/robharles/ or Twitter https://twitter.com/robharles
Customer communication preferences have changed. And the pace of change has only accelerated during the past year. In this CX Network Live webinar, Georgina Wilczek and I talk about how to have meaningful conversations with your customers, and why great customer service must integrate all communication channels.
CX Network Live:
https://www.cxnetwork.com/events-cxn-live-contact-centers/agenda/day-one
In today’s episode we imagine a richer, more satisfying retail shopping experience. An experience where we’re known, valued, and appreciated. Is that too much to ask? (spoiler alert: no). Today we’re talking about the Apple Store.
Feeling overwhelmed? You’re not alone. Today Neha and I tackle stress, provide some thoughts on how to manage a jam-packed schedule, and explain why multitasking isn’t really a thing. All of this, and a couple of breathing exercises to keep you on track.
Selling has always been about relationships. But on social media, this concept is generally ignored. Twitter, LinkedIn, and Facebook become the equivalent of the non-stick pan guy at the state fair, making as much noise as possible to get attention. On today’s episode, Dennis Mathew and I talk about how to create genuine, authentic social selling relationships that will benefit your customers — and you.
Dennis Mathew is a social media and marketing consultant. Find him at: https://theclassicpartnership.com
We talk a lot about experiences, but today is where the rubber meets the road. Literally. Continuing on our “Imagine” series, I look at a product that really hasn’t changed much in the last 70 years — tires. They’re among the most important safety features of our cars, and they're ripe for CX transformation. Because so much is riding on your tires.
We’re finally getting around to an episode on… procrastination. Neha and I explore why we put off those things we know we should be doing. And we start it all with an invigorating breathing exercise that will give you the energy to tackle those tasks you’ve been ignoring for far too long.
A recent Forrester study found that 82% of decision makers say that CX is a top priority. But that same study found that most brands are struggling to know where to start. To help kickstart this process, we’re introducing a multi-part series I’m calling “Imagine” — a creative look at how brands could fully embrace CX.
We start the series with a look at hotels, and some imaginative ways they could completely transform the customer experience.
Too often, humility is in short supply among business leaders. And yet it’s a powerful quality that can affect real change in your organization. Today Neha and I take a humble look at leadership, and learn how to balance confidence with humility. Plus, a couple of breathing exercises (of course).
Follow Neha at: https://www.instagram.com/thebreathyogi/
As Carrie Fisher once said, the problem with instant gratification is that it takes too long. Let’s face it — we don’t like to wait, especially when using an app or a website, where even a short wait can feel like eons. Today we talk about the importance of managing wait times, and dig into past, present, and future online strategies that can improve the customer experience.
It’s Monday, and we’re back with the Breath Yogi. Today we talk about the importance of attitude, and how a good (or not so good) attitude can make or break a customer experience. It’s good advice for business — and for life. Plus, a couple of breathing exercises to start the week.
I’m back in New York (at least for a while), and back in the office — a real-life, physical office — for the first time in more than a year. And I’m certainly not the only one going through this change. So, what will the new office experience be like? How does the office change as we take what we’ve learned from working at home, and bring that back into the workplace? Today we talk about redefining our corporate work spaces.
It’s bargain basement day on the CXM Experience as we look at two recent brick-and-mortar retail adventures. Both positive (or, at least, mostly positive), and both excellent examples of the value of the shopping and checkout experience. It doesn’t have to be fancy, as long as you put the customer first.
Today is all about VIM and vigor. Well, maybe not the “vigor” part. But definitely VIM. It stands for Values, Identity, and Moments. And it’s a different way to connect with your customers in order to find the people you should be talking to. The signals are out there. All you need to do is look for them.
Plus, a quick review of my amazing customer experience at a venerable, New York retail establishment.
Neha (the Breath Yogi) joins me for a Pride Month celebration, and a discussion on sexual identity. Plus, two breathing exercises to kick off the week.
Follow Neha at: https://www.instagram.com/thebreathyogi/
You can be the smartest person out there. But if you don't have stakeholder management skills, it's going to be tough for you to affect real change. Nick Nunes is back for part 2 of our discussion about the power of data, and how to use it to influence your organizations.
Nick Nunes is a classically-trained PR strategist and marketer who found his true calling in the digital world. Follow him on Twitter: twitter.com/NickNCanada or LinkedIn: www.linkedin.com/in/nicknunes/
Far too many customer care centers still rely on antiquated 800-numbers for customer engagement. It’s time to rethink your care organization and transform it from a cost center to a profit center.
Nick Nunes, Social Media Director at BMO, joins me for a look at modern customer care. Plus, we share some CX examples — good and bad — for your listening enjoyment.
Nick Nunes is a classically-trained PR strategist and marketer who found his true calling in the digital world. Follow him on Twitter: twitter.com/NickNCanada or LinkedIn: www.linkedin.com/in/nicknunes/
Not one, but two breathing exercises to start your week. Then Neha and I look at the benefits — and potential challenges — of a post-pandemic world.
Follow Neha at: https://www.instagram.com/thebreathyogi/
When it comes to customer experiences, oftentimes small is greater than big. In part 2 of our discussion with Tom Peters, we talk about the small changes that can have a big impact. Ultimately, it all comes down to execution, and the small courtesies that strike the deepest.
Tom Peters has written nearly 20 business books, and has been called “the Red Bull of management thinkers.” You can follow him on Twitter at: https://twitter.com/tom_peters
Renowned author and management expert Tom Peters joins me for a two-part series on customer experience execution, the value of human connections, and the little things that can make a big difference. Today Tom and I talk about corporate amnesia, good (and not so good) customer experiences, and two-cent candy.
Tom Peters has written nearly 20 business books, and has been called “the Red Bull of management thinkers.” You can follow him on Twitter at: https://twitter.com/tom_peters
Well, the week’s already half over. But that doesn’t mean we can’t enjoy our regular session with Neha, the Breath Yogi. And as consolation for being a tad late, we’ll leave you with not one… but two breathing exercises. Plus, a discussion about time dilation, support networks, and the value of a hard restart.
Neha is back, with encouragement and inspiration to help you start the week right. First, some quick breathing exercises. Then we delve into the benefits of a wellness coach, and the neuroscience behind change management.
There’s never been a better time to be a marketer. We’re experiencing the merging of mass reach with 1:1 engagement to create an unprecedented mass 1:1 capability that’s like nothing we’ve ever seen before. In this special episode from the Mediaweek Virtual Summit, I’ll step you through the Mass 1:1 revolution, and how you can add it to your marketing strategy.
May is Mental Health Awareness Month. So, for the next four Mondays, Neha (aka, the Breath Yogi) will join me for a check in on our mental health. We’ll start with insights and encouragement to help you get through another week, and finish off with some breathing exercises (of course).
Great CXM relies on technology (thank you, Sprinklr), people, and processes. And too often, stellar technology and people get tripped up by inane, pointless, outdated processes that frustrate your customers and your employees. Today we take a trip down the rabbit hole, where nothing is what it is, because everything is what it isn’t. It’s a story about absurd rules, misguided regional managers, CX barriers… and the store employee who defied the odds.
On this most galactic of holidays, we celebrate a company who has fully incorporated the May 4th ethos: LEGO. Look at their site today and you’ll see prominent May 4th branding and special Star Wars deals. The force is strong with them, but it wasn’t always this way. In the early 2000s, LEGO fought back from the verge of bankruptcy. And they did it by embracing their influencer community and tapping into the emotional benefits of their product. Star Wars and LEGO — it’s a geek fest on the CXM Experience.
Neha is back, and we have two flavors of inspiration for you today. First, an inspiring story to start the week. Then an inspirational breathing exercise to spur your creativity and get your brain functioning at its full potential.
Is there really any such thing as B2B selling? We’re never selling to a business; we’re selling to a business person. And that person is an actual human being, with goals, aspirations, and concerns. Too often B2B marketers fall back on selling features and functions — but that’s not what anyone is buying. In today’s episode, I reveal the secret of Downy fabric softener, and use that secret to explain the real reason B2B buyers buy your products and services. I can almost guarantee it’s not what you think.
We all have dreams. Things we want to do, goals we want to accomplish, places we want to visit. Often, we realize that these dreams may never come to fruition (let’s face it, I’m probably not going to help colonize Mars, or race in the French Grand Prix). But as marketers, we need to recognize and appreciate these dreams, and make sure our customers see the potential in our products, and in themselves.
India is currently struggling with a serious COVID outbreak. Sprinklr has offices and employees located throughout India, so this issue is hitting us on a very personal level. Today, Neha and I talk about the crisis, explore how leaders can support their teams, and offer some ways you can help.
For years, marketers have been using personas, those fictional representations of supposedly real people that help you target your marketing messages. The problem with these fictional people is that they’re, well, fictional. They don’t exist. Not as individuals, and not as groups.
But there’s a better alternative. It’s time to start looking at consumers in a new way, using real behaviors and interests instead of manufactured demographics.
As marketers, we’re torn between… let’s call it the brain and the body. The brain is all the data, knowledge, and information we have access to. The body is the action — actually doing something with this data that improves the customer experience. Joshua Nafman, global director of digital & media at Diageo, joins me for a look at how to shift our actions so we truly put the customer first.
Joshua Nafman is fluent in digital, media, data, ecomm, and brand, knocking down organizational silos to transform marketing organizations. You can find him here: https://www.linkedin.com/in/jnafman/
Why do we get off course so easily? And what are some strategies we can use to get back on course? On our regular Monday Breath Yogi segment, Neha Saxeny helps us to understand how to control our thoughts, so we can control our actions. Plus, a quick breathing exercise to kick off the week the right way.
I love buttermilk. Like, really love it. Possibly way more than is culturally appropriate. Today I open up the marketing fridge, pull out a half-gallon of Marburger, and talk about the often overlooked emotional aspects of the products and services we sell. I don’t care whether you’re selling buttermilk or bismuth, there are real consumer stories associated with your products. And that’s the real power of a brand.
Organizational silos hurt your business, and disrupt your customer experience. Ryan Bonnici, CMO at Whereby, talks with me about how crystal clear organizational alignment can prevent problems before they arise, ultimately driving growth and smoothing out those customer experience bumps.
Ryan is a passionate senior executive leader with fortified marketing and management skills. He’s currently CMO at Whereby, and #26 on the Forbes 50 Most Influential CMO list. Follow him at: https://twitter.com/ryanbonnici
Growth is top of mind for every business. Fortunately, modern channels can help drive that growth, in more ways than you can possibly imagine. Today, Michael Crosse and Amanda Sternquist of HGS Digital break down the ROI of digital customer transformation, the magic of customer experiences, and the hidden costs of doing nothing.
HGS Digital specializes in digital transformation services. They create frictionless customer experiences that solve complex business problems and improve people's lives.
It’s Stress Awareness Month, and the Breath Yogi is here to help. Neha highlights strategies to keep stress under control, and then guides us through some breathing and meditation exercises to calm your mind.
https://www.instagram.com/thebreathyogi/
I’ve never met a CMO who isn’t resource constrained. Whether you’re a startup, or a Fortune 500 company, we’re all asked to do more with less. Today, Gtmhub CMO Jeremy Epstein shares his unique perspectives on being a CMO at early-stage startups. We talk about how building communities of like-minded people can help you break out of the pack, and the magic of micro-experience moments that can enhance your brand.
You can find Jeremy on LinkedIn (www.linkedin.com/in/jer979/), or sharing his marketing thoughts at blog.neverstopmarketing.com.
Brands, products, or companies that define a new category -- and become the design standard for that category -- derive most of the profit from that category. It’s a simple idea, but a challenge to execute. Peter Goldie, category designer and advisor, joins me today to talk about his real-life experience helping companies create categories that drive real business value.
We also talk about his time at Macromedia, the meteoric rise and fall of Flash, and Al Gore’s chicken hypnotizing stories.
You can find Peter at: https://www.linkedin.com/in/pgoldie/
Smart brands are moving beyond social listening and are using modern channels to drive revenue growth. To that end, you need more than community managers, you need a real social strategy, backed by actionable data. Today we’re (almost) live from Ecuador with Julio Silva to talk about the future of online communication.
Julio is a seasoned consumer insights executive, with vast experience conducting strategic and tactical digital and social media initiatives at Fortune 100 firms. You can connect with him on LinkedIn.
It’s Monday. That means it’s time to slow down and enjoy some breathing exercises with our very own Neha Saxena, the Breath Yogi. And, as a CXM Experience bonus, Neha throws in some guided meditation. It’s a perfect way to start your week.
Success in CXM requires people, process, and technology. You need people who embrace a customer-first mindset, and a culture that encourages it. You need playbooks that encapsulate your CXM process. And you need technology to make it all work. That’s where we can look to the healthcare industry. They’ve gone through a best-of-breed vs. best-of-suite transformation, and we can learn a lot from their experience.
Really. Today I talk with David Feinberg, Senior VP and CMO for the Mount Sinai Health System, about the role of marketing in healthcare, where helping people get access to the care they need can literally be lifesaving. It’s a remarkable look at the power of a marketing mission
David Feinberg is a senior marketing professional with a proven record of performance and innovation. He has deep experience in healthcare, across hospital, biotech and pharma, built on a foundation in acquisitions, new products and packaged goods.
Feeling burned out? You’re certainly not alone. A recent Harvard Business Review study found that 89% of us said work life was getting worse, and 85% said their overall well-being had declined. But help is on the way. Today, in our regular Monday morning “Breath Yogi” series, Neha Saxena describes how to identify burnout, and two steps you can take to minimize its impact. You've got this.
https://www.instagram.com/thebreathyogi/
As marketers, we’re tasked with representing our customers. That's why it’s important to consistently add value to the customer experience. Jodie Sangster, CMO for IBM Australia / New Zealand, steps us through this customer value obligation. Plus, we talk about data-driven marketing, discover a brilliant idea for breaking down organizational silos, and learn about the history of the famed IBM “Think” slogan.
Jodie Sangster is an experienced executive with a diverse background in law, marketing, customer experience and digital transformation. You can follow her at: https://twitter.com/jodiesangster
A special treat today as we reprise one of our most popular episodes. And it’s popular for good reason. Conversational Commerce is set to become the “next big thing” — enabling shoppers and sellers to transact directly through chat or social media. It’s a way to meet your customers where they are. And it’s truly revolutionary.
We’re talking about theater today. But not that kind of theater. Today’s episode is all about the theater we perform in our daily lives in order to feel better about ourselves and our decisions. We all do it. And, as marketers, it’s important that we understand why.
Procter & Gamble has been in business for more than 180 years. Clearly, they’re doing a lot of things right. And one of those things is their persuasive selling format. Every salesperson at P&G learns the technique. And they all use it. In today’s episode, I walk you through the five-step persuasive selling format.
We talk a lot about experiences here. But "experience" transcends digital engagement. There are life experiences too, which is why we’re kicking off a regular Monday feature, just for you. Starting today, and for the foreseeable future, Neha Saxena, aka the Breath Yogi, will talk about the importance of breathing, and lead us through a quick breathing exercise that will prepare you for the week ahead. It’s your chance to slow down for a few minutes, and literally catch your breath.
https://www.instagram.com/thebreathyogi/
My good friend and peer Carlos Dominguez (see The CXM Experience, Episode #41) has done something amazing. He has written a book. An entire book about a philosophy he calls TechNowism. For some reason, he has yet to publish it. But that won’t stop me from talking about it here, because it’s an idea whose time has come. TechNowism is a philosophy for embracing technology and adopting change. And you can learn all about it in today’s episode.
We’re 100! In podcast episode years, anyway. Who would have guessed we’d be able to come up with a hundred customer experience topics? But we did it. Every. Single. Weekday. And, don’t worry, we’re just getting started. There's so much more customer experience on the horizon. But to commemorate this centennial milestone, we pause to look at a few iconic brands which are also celebrating their 100th this year.
Today we wrap up our discussion with Neha Saxena as we talk about brain science and how to manage those triggers that hijack our prefrontal cortex. Plus, I finally share my two-trip philosophy which is pretty much guaranteed to change your mindset and lower your blood pressure. It’s the conclusion of our informative and inspiring 3-part interview with Neha Saxena, the Breath Yogi.
https://www.instagram.com/thebreathyogi/
The hero’s journey is a classic story structure where a literary character overcomes conflict to reach stasis, and is transformed in the process. In part 2 of our interview with Neha Saxena, the Breath Yogi, we look at her real-life hero’s journey, and how it has impacted her life, her career, and her health.
https://www.instagram.com/thebreathyogi/
Today we welcome Neha Saxena, aka, The Breath Yogi, as we launch a (semi) regular Monday feature on mindfulness. But before we do that, we’re going to take a few episodes to get to know Neha, including the movie-worthy twists and turns, coincidences, and fate that brought her from a small village in northern India to the US. It’s a fascinating and inspiring story. And we’re only just beginning.
https://www.instagram.com/thebreathyogi/
One of the greatest gifts management can give to a team is the gift of consistency. The team needs to know what you want to see, and how you want to see it. P&G, the world’s largest consumer goods company, has mastered this principle through a recommendation culture.
At P&G, they make decisions using a formal recommendation. It’s not a form. It’s a way of thinking. And we explore it today on the CXM Experience.
Read my blog, and see a recommendation template here:
https://www.copernicanshift.com/building-a-recommendation-culture-how-to-write-a-pg-reco/
People love to receive. But they also love to give. When considering experiences, don’t think only about what you’re giving someone — think about what you can enable them to give to others. For example, I love driving my DeLorean. But people around me seem to love it just as much. That’s why I’ve always said driving a DeLorean is about “smiles per gallon.” Today we go back to the future as we learn about building better experiences.
We kick off today’s episode with some well-deserved grammar corrections. Then it's a trip to Walmart as I recount my COVID vaccination experience. Finally, we wrap up our two-part series on QAnon with a look at guided apophenia -- the tendency to see connections or patterns between unrelated things. Oh, and then there’s the dog. We're connecting the dots on The CXM Experience.
Part 2 of our discussion with the amazing Sepi Saidi, founder and CEO at SEPI Inc. We pick up where we left off, starting with an honest look at our progress so far with respect to gender equality. Then we deconstruct the word “feminism” and explore what it really means. Finally, it’s a couple of detours into moon landings and alien invasions. In other words, just a typical day on the CXM Experience.
https://twitter.com/sepisaidi
It’s International Women’s Day, which means it’s the perfect time for our two-part series with Sepi Saidi, visionary founder and CEO at SEPI Inc. Today we talk candidly about the challenges facing women in business today, the progress made to date, and the power of grit and mindset as you manage your career and personal life.
https://twitter.com/sepisaidi
Self-interest has gotten a bad rap. It’s too often confused with “selfishness,” but they’re not really the same thing. Rational, aligned self-interest can be a powerful factor in marketing and economics. Today we look at self-interest as it applies to the ongoing COVID vaccine rollout, and make some lifeboat analogies along the way. Also, it’s National Grammar Day!
Your community managers are a critical piece of your social media efforts; they’re the nexus between your customers and your brand. Today we explore the unique value of your community managers, and how a Customer Experience Center (CXC) can supercharge that value. We’ll also look at how to handle social “graffiti,” and take a glimpse into the future of community management, when the entire organization is engaging with customers.
Today we make an unscheduled stop at QAnon. But don’t worry, we’re only visiting. Just long enough to explore the psychology that makes doomsday cults so popular and enduring. It’s a look into why humans want to be part of something bigger than themselves, and how we, as marketers, can tap into those same desires to improve customer experiences.
What does it mean to view your experience selling and experience marketing efforts through an industry lens? How can you redefine the narrative for specific industry verticals?
Julie Sanford, GM of the Global Industry Product Group at Microsoft, joins me for a look at Microsoft’s evolution from a product-first company, to an outcome- and value-based company that is customer focused, customer obsessed, and customer first.
Will we ever fully return to live, in-person conferences when COVID is finally over? Sprinklr just wrapped up our annual sales conference — virtual, of course — and the experience was pretty... amazing. It has me wondering whether we’ll ever go back to an all-in-person event. In today's episode I review the benefits and challenges of the virtual experience.
Want to exceed your revenue goals? I thought so. Today we talk with Jon Hyman, cofounder and chief technology officer at Braze, about their just-released Global Customer Engagement Review. It’s a deep dive into great customer engagement, and how it translates directly to business success.
Now that you’ve discovered the billions of conversations, and used AI to classify them into something you can act on — it’s time to respond appropriately. This is the “management” piece of customer experience management. And if you’re not doing this, you’re not really doing CXM. We wrap up our 3-part Discover, Classify, Respond series with a look at how to make your customers happier by responding to them quickly and appropriately.
Yesterday we learned how to discover the billions of conversations happening right now in modern channels. But then what? How can you possibly sift through those billions of conversations to find the proverbial needles in the haystack? Spoiler alert: You can’t. But, AI can. And it can do it amazingly well. Today’s episode is all about classifying the data so you can use what you’ve learned to drive actionable insights.
There are 4.7 billion people online. And 4.1 billion of them are on social platforms. The first step to building a true 1:1 marketing program is to discover what those billions of people are saying to you, about you, about your brand category, and about your competitors.
Wouldn't it be amazing to be able to blend the reach of mass communication, with the human-centric benefits of 1:1 personal interaction? Well, good news — you can do this today. And it’s a marketing game changer. But how do you best create this mass one-to-one system? It all comes down to discovering conversations happening across modern channels, using AI to classify those conversations, and then responding appropriately.
We start out with a few important corrections from recent episodes. Then a quick happy birthday greeting to Nicolaus Copernicus, the father of the scientific revolution and inspiration of the Copernican shift— the idea of mapping perception to reality. And finally, we dig into mass 1:1 marketing. It’s a blending of traditional direct marketing, but with the reach of broadcast. We’re still adapting to this particular Copernican shift, and have a long way to go. But it’s the future of customer engagement.
Understanding how your customers actually engage with you is too often undervalued. Generally, we build a process and assume it’s working. Meanwhile, our customers are having little (or big) issues that hurt the overall experience. Finding these broken flows is critical to happy customers.
And, if you’re selling B2B solutions, helping your prospects identify these broken flows can put you on a path to success. It’s called Experience Selling, and it’s an idea whose time has come.
Today we talk about food. Specifically, the experience around food choices and food preparation. Cooks know that the art of preparation can be just as enjoyable as the meal itself. And there’s a lesson there for our own customer experiences. Plus, I throw in my famous Mushrooms à la Boursin recipe, on the house.
Sometimes business is like making potato salad. No really, it is. In today’s episode we search for the secret to my grandmother’s famous potato salad, and in the process learn some valuable business lessons about specificity, or the lack thereof. It’s a recipe... for success.
If you’re in the healthcare industry you’re familiar with H-CAHPS. If you’re not in the healthcare industry, you should be familiar with H-CAHPS. It’s one of the first, large-scale customer experience measurement systems. And it’s something we can all learn from. In today’s episode, we look at measuring customer experiences, and how to improve ratings before they come back to haunt you.
We wrap up Super Bowl ad week with a few more of my favorites, including an inspiring Toyota ad, and a celebrity-filled, informative Paramount+ series. And, as an end-of-the-week bonus, we check out the GM Norway ad along with Norway’s clever response. It’s a little taste of the additional engagement that's been largely missing in this year's ads.
Another batch of Super Bowl ads, this time focusing on some that really delivered the goods, including Frito-Lay, Chipotle, M&M’s, and WeatherTech. Plus, a quick look at the rather surprising lack of second-screen, online engagement, and what brands could have done to be more conversational.
For more Sprinklr Super Bowl ad analysis, go here:
https://blog.sprinklr.com/talked-super-bowl-ads-sprinklr-insights/
Tracking social buzz is easy with Sprinklr insights, so we spend a little time doing just that. Then we dig into the details, talking about a few ads that missed the mark (I’m looking at you, flat Matt), and a lemon-filled ad that went the distance. It’s part 2 of our Super Bowl Ad Extravaganza.
For more Sprinklr Super Bowl ad analysis, go here: https://blog.sprinklr.com/talked-super-bowl-ads-sprinklr-insights/
The Super Bowl is a unique phenomenon. Part sporting event, part marketing, and all entertainment. Today we kickoff a multi-part series on the Super Bowl experience. But we’re not looking at the game itself. We’re doing an end run and focusing on what many consider the best part of the Super Bowl -- the ads. We start with Alexa and Squarespace, and throw in some halftime show insights to top things off.
We’re witnessing the birth of a new brand category. As cannabis and psychedelics evolve from illegal to mainstream, the industry is grappling with early-stage branding and marketing strategy. I’m joined by Mitchell Osak, trusted advisor to cannabis and psychedelic companies, to look at how this embryonic industry is building their brand identity.
Mitchell Osak’s passion is helping organizations realize their true potential, and through this effort, positively impact the lives of their shareholders, customers, employees, and communities. He has extensive experience and a deep network in the global cannabis and psychedelics industries, as well as the financial services, CPG, media, business services, and IT sectors. Follow him at @MitchellOsak
Let’s face it, e-commerce hasn’t really changed much during the last decade or so. Until now. Conversational Commerce is set to become the next big thing — enabling shoppers and sellers to transact directly through chat. It’s a way to meet your customers where they are.
Set your phasers to “stun” as we boldly go where no one has gone before, at least not during the CXM Experience. Today we look at no-win scenarios, and the mindset required to turn intractable problems into wins. Turns out that the Starfleet Academy has a lot to teach us about creative solutions to business and personal challenges. Fascinating.
Sometimes, the best way to tackle a problem is to approach it from a completely different angle. The legend of the Gordian Knot illustrates this perfectly. The next time you’re faced with an apparently intractable problem, you might want to look to Alexander the Great for inspiration.
How do you get prospects to engage with you — before they engage with you? If you’re relying solely on email or content marketing, you’re probably doing it wrong. But a social account-based marketing (ABM) strategy can help you engage with the all-important buying committee, building connections and trust that pay off in the long run.
Now that you understand the Digital Customer-First Transformation System, it’s time to put it all together. The Reference Architecture Model helps you look at your entire martech stack, enabling you to build an integrated system that will create that all-important, 360-degree customer view. And, with that, we’ll call it a wrap on our nine-part DCFTS series.
Our penultimate Digital Customer-First Transformation System episode. Today we explore the Operations Model. It’s a nuts and bolts deep dive into the five critical elements (the 5 Cs) of engagement management: conversation, community, collaboration, campaign, and content. Together, they create a unified, customer-first workflow that connects you with your customers and prospects.
https://blog.sprinklr.com/category/cxm-experience/
https://www.copernicanshift.com/category/the-cxm-experience/
One of the best ways to align on digital transformation is to show real, strategic ROI for the organization. That’s what the aptly-named ROI model is all about. We’ll look at how to grow revenue, reduce cost, and decrease risk as you navigate toward digital transformation.
It’s hard to get where you need to be, if you don’t know where you are. The Digital Customer-First Transformation System maturity model does that just that. It’s a way to figure out where you are on the road to digital transformation, and what to do next.
https://blog.sprinklr.com/category/cxm-experience/
https://www.copernicanshift.com/category/the-cxm-experience/
What’s cooking in today’s episode? A little chicken, some vegetables, and a delectable story about changing your mindset. We turn up the heat as we look at when a limitation might not really be a limitation. Winner, winner. Chicken dinner!
It’s been said you can’t have happy customers if you don’t have happy employees. I tend to agree. Diane Adams, Chief Culture & Talent Officer at Sprinklr, joins me today to talk about the power of happy employees, and why creating extraordinary employee experiences is good for your customers.
Today we start with a look at the magic Diet Coke button, work our way through the deliciously decadent Land O’ Lakes butter, and tie it all together with some thoughts about touchstone experiences. It's an end-of-the-week potpourri for your CX enjoyment.
We take a short break from our DCFTS series to look at StoryWorth, a remarkable service that helps you create an experience journal of your life. In this meta-episode, we unwrap an experience within an experience as we embrace the power of memorable customer interactions. It’s a mom-approved, CXM Experience extravaganza.
Today we continue working our way through the capabilities model section of the Digital Customer-First Transformation System. Now that you understand outcomes and experiences, and have begun to explore some strategic use cases, it’s time to get the right people, processes, and technology in place.
A deeper dive into the strategic use cases that can help you determine where to start on your digital transformation journey. It’s all about listening, assessing, planning, integrating, activating, analyzing, targeting, and governing. Think of it as a roadmap to happier customers, and a way to capture more value from your DT efforts.
Part 3 of our deep dive into the Digital Customer-First Transformation System. Yesterday we looked at the “why” of digital transformation. Today we explore the “what.” It’s all about mapping the desired company outcomes to desired customer experiences in a way that’s human and real, creating experiences that show your customers that they’re recognized, appreciated, remembered, and loved.
Change is hard. Which is why one of the biggest challenges in digital transformation is getting the various teams working together toward a common goal. In part 2 of our deep dive into a Digital Customer-First Transformation System, we look at how the Value Model can help you visualize use cases, and make sure your teams are aligned. Think of it as a treasure map that shows everyone the direct path from engagement, to strategic business value.
If we’ve learned anything the past year, it’s that digital transformation is critical to an organization’s ongoing success. DT seems to be top of mind for most business people I talk too. The challenge is knowing how to start (or accelerate). Today, we’re starting a multi-part series on how to turn your digital transformation dream into reality. We call it our Digital Customer-First Transformation System, and it’s a compelling way to align your stakeholders, and ensure you’re thinking about the many moving parts that make up DT.
Part character, part candy, and all collectible. It’s PEZ day on the CXM Experience as we look at the experience of their whimsical dispensers and the little candy bricks that fill them. Plus, a peek into a little-known PEZ pivot in the 1950s that ensured their ongoing success.
We all want to be customer centric. Everyone talks about putting the customer first, and making the customer number one. We all buy into the philosophy. But… how do we do it? I talk with Paul Herman, VP of Product Marketing at Sprinklr, about some specific steps you can take to make your customer-first efforts come to life.
Every company is a digital company. Thanks to the high bar set by the world’s digital leaders, your customers come to you with a backpack full of high expectations. In order to be successful you need to meet those expectations. Today, Paul Herman (VP of Product Marketing at Sprinklr) and I explore the challenges and opportunities of true digital transformation, and what it means for your business.
Two customer experiences for the price of one today. First, the thrilling conclusion of my Lovesac Sactional purchase. And second, a fascinating Twitter experiment that uncovers a brilliant, and surprising, Subaru social media marketing effort.
Marketers can learn a lot from software code management. Really. In our first episode of 2021 we look at how to use proven concepts from DevOps, to automate real 1:1 relationships with our customers. It’s all about scale and automation — with a personal touch.
The past year massively disrupted the way we work. So, what happens next? Is this the new normal? Do we go back to how it was before? Or a mixture of both? We talk about the future of work, and why the 2020s could be the dawn of a business renaissance. It’s Prediction Week, on the CXM Experience.
Prediction Week continues. Today it’s all about conversational commerce — a customer-led, AI-driven experience that creates better sales engagement. It’s the future of commerce, and you can learn about it here.
With 2020 in the rearview mirror, it’s time to take a bold look forward. Let’s dust off the Magic 8 Ball and see what’s ahead of us for 2021. Today I look at Bitcoin and cryptocurrency. Is this a fad that will go the way of pet rocks and the Macarena? Or is it time for marketers to begin to look at cryptocurrency as the future of online payments? It’s “Prediction Week” on the CXM Experience.
What’s the difference between customer experience management (CXM), and customer feedback management (CFM), and why should you care? In this special flashback episode from the Forrester CX North America Conference, we’ll explore these two concepts, and learn why one of them is clearly superior.
There’s a temporal component of holidays. That’s why so many people love Christmas music and decorations on December 25th, but not on October 30th. It’s all about timing. The same can be said for your customer experiences. In this special holiday episode we look at the magic of Christmas, and how we can apply that to your customer journeys.
Happy holidays, everyone!
If you know me, you know I love Christmas. The last couple of weeks in December are my favorite two weeks of the year. On this special holiday edition of the CXM Experience we slow down and focus on what’s really important. Because sometimes experiences can be quiet, focused, and introspective. It’s the experience of being human.
No one does experience like Disney. And no one does Disney like the Walt Disney Family Museum. It’s a master class in customer experience, and a testament to a man who managed to imbue exceptional experiences into everything he touched. From Disney’s start in Kansas City, to his struggles in Hollywood, we take a look at the circumstances that shaped Walt’s vision, and his unique ability to share that vision with the world.
Brand names are the crown jewels of an organization. They’re valuable, multi-faceted, and fiercely protected. But what happens when the brand name is lost? Not via an Ocean’s Eleven type heist, but from the overwhelming adoption of the consumers who use it? The phenomenon is called “genericide.” And it’s why brands spend so much time and energy protecting their trademarks.
No C-level executive wants their company to provide a bad customer experience. Ask any one of them and they’ll say they put the customer first. So why aren’t more companies providing stellar experiences? Sprinklr chief evangelist Carlos Dominguez joins me today as we break down why customer experience can be so difficult, and how to make it easier (hint: paring down your marketing Frankenstack is a good start). Plus, a look at the sex appeal of the Tesla, and how they used that to their advantage.
As we’ve moved from the static web to the conversation web, customer expectations have changed. Dramatically. The best way to understand modern customers is to understand the digital and analog evolution that created them. In today’s episode we’ll look at how the modern customer became a modern customer. And what you can do to keep them happy, and coming back for more.
The best customer experiences delight and surprise. They give you something you didn’t expect. In this third (and final) episode of my TWA Hotel trilogy, I talk about the plethora of “wow” moments that turned me into a permanent fanboy. How are you wowing your customers?
The search for authenticity drives many of our decisions, including our brand choices. We’re all hoping for those elusive, authentic experiences. In Part 2 of my discussion with Katie Martell we dive deep into performative brand allyship, the dangerous illusion of progress, and the unexpected benefits of an alien invasion. We finish up with a look at how brands can best demonstrate true authenticity. Spoiler alert: it’s more than feel-good ads and woke-washed social media posts.
Learn more about Katie here:
https://www.katie-martell.com/
https://twitter.com/KatieMartell
We’re living in an age where buyers (both B2B and B2C) want a personal relationship with brands. And more than that, they expect those brands to share their values. Katie Martell, unapologetic marketing truth-teller, joins me today for Part 1 of a rollicking discussion about “woke washing.” It’s the collision of social movements and marketing in an era where brands are being looked to as stewards of societal values.
Learn more here:
https://www.katie-martell.com/
https://twitter.com/KatieMartell
Part 2 of our look back at the mid-century modern TWA Hotel at JFK airport. If you ever find yourself at JFK with time to spare, it’s absolutely worth a visit. It’s an immersive experience that takes you back to the glory days of air travel. They’ve spared no expense in recreating exquisite details from the 1960s, right down to the penny tiles and 5-cent payphones. It’s a lesson for all of us — when it comes to customer experience, the little things matter.
Our story today begins with an airport fiasco, and ends with (part 1) of an immersive experience at the new TWA Hotel at JFK. It’s all about the importance of empowering your employees to delight your customers, and paying attention to those little details that add up to an amazing customer experience. Make sure your seat backs and tray tables are in their full, upright position. Today is all about airline and airport experiences.
Overchoice (a term originally coined by Alvin Toffler) describes the scenario where people have a difficult time making a decision when faced with too many options. I recently experienced this phenomenon firsthand when buying a new couch that offered, essentially, an infinite number of choices. In today’s episode we’ll talk about choice constriction, online/offline experience synchronization, and the benefits of faux fur. It’s a Lovesac fest.
The average B2B buyer receives more than 100 email a day. They switch between tasks 300 times a day, and use 56 different apps or websites. Let’s face it, we’re overwhelmed with content. Economist and social scientist Herbert Simon put it best when he said, “a wealth of information creates a poverty of attention.” Wise words for all of us content marketers. So how do we rise above the noise?
In a word: Context.
Today is “Pretend to be a Time Traveler” day. So, we’re going to do just that. What would a time traveler from, say, 125 years ago, think of some of our customer experiences? What would surprise them? What would delight them? And what could we do differently to recapture some of the personal, one-to-one connections that modern customer experiences too often lack? It’s a look back...or forward...or sideways, to a time when customer connections meant everything.
The marketing world has changed. We’ve moved from a broadcast model, to a conversation model. It’s no longer about yelling your message to unwilling recipients. It’s about authentic conversations that change minds and behaviors. Comedians get this, which is why they’re able to influence your thinking, without you even knowing it. Listen to the episode to learn how they do it. Plus, a prediction for 2021.
95% of consumers will tell someone else about a bad customer experience. That’s why delivering great customer experiences has become paramount. In this special CXM Experience episode I share my DMEXCO (The Digital Marketing Exposition & Conference) presentation that includes a look at how to truly delight your customers.
We soar to new heights this episode as we look at how Otis Elevators uses the Internet of Things (IoT) to actually solve problems before they happen. It’s practically magic, and it’s a fascinating look at how to create mind-bending experiences that keep your customers happy.
Tony Hsieh was a forward-thinking, visionary entrepreneur who was deeply committed to customer satisfaction. This Tony quote pretty much sums up his focus: “Our philosophy is about delivering happiness to our customers and employees.” Simple… and powerful. His passion and creativity will be missed.
Part 2 of our special Coffee Club crossover edition. Marshall Kirkpatrick and I talk about the importance of eating your own dog food (or, drinking your own champagne, as we like to call it), and offer some strategies for accelerating your digital transformation efforts.
In part 1 of this special crossover edition, I join Marshall Kirkpatrick on the Sprinklr Coffee Club videocast where we look at Digital Transformation. Digital transformation is so much more than digitizing documents. It’s a fundamental shift in the way we treat current and future customers. And who better to lead the charge than the individual who has their pulse on the customer? That’s right -- the modern CMO.
Hopefully, you’re listening to your customers (if not, jump back to Episode #2 to learn why you should). And if you’re listening to your customers, you’re probably measuring Share of Voice. That’s a great start, but measuring Share of Conversation is even better. In this episode we learn why Share of Conversation is so powerful, and look at how to get started.
Today, the US Thanksgiving holiday is steeped in warm feelings of gratitude and Norman Rockwell-inspired family gatherings. But it wasn’t always that way. This is the story of “Franksgiving.” It’s a convoluted tale of political infighting, calendar machinations and, possibly, the first example of Godwin's Law. Put your feet up, grab a slice of pumpkin pie, and enjoy.
When is a fad not a fad? We’re seeing many of the same attitudes around blockchain today as we saw around the Internet 30 years ago. Is blockchain the next big thing? Or an alluring mirage? In today’s episode, Yoli Chisholm and I talk about blockchain, digital currency, and how customer experience might benefit.
A missing package leads to a mostly-positive Amazon chat bot adventure... and a satisfied customer. It’s a modern customer experience, fueled by conversational commerce. And it’s something you need to be thinking about.
Marc Stoiber, brand expert extraordinaire, joins me for a conversation about category creation, the collective wisdom of online communities, and the karma of enlightened self interest.
If you haven’t yet joined Marc’s BrandDIY Facebook group, then what are you waiting for? Seriously, just do it now: www.brandDIYgroup.com
Every winter, the Rockefeller Center in New York displays a beautiful, stately, lush Christmas tree. Or do they?
This year’s tree borders on the scraggly side, and is being described on social media as the perfect metaphor for the year that shall not be named. On today’s episode we explore the chasm between promotion and reality, and why the Rockefeller Center should lean into this year’s Charlie Brown tree.
Humans have always been communicators. And for most of our history that communication has been 1:1 (or 1: few). Until the 20th century, that is, when the explosion of mass media turned us into passive participants. The Conversation Web changes that. Messaging, social media, and forums have created a 1:1 communication renaissance that’s a cornerstone of customer experience management.
Nobody knows customer experience better than Disney. Today we celebrate the birthday of the cartoon mouse who started it all, and look at the famed Disney CX magic. Customer Experience is temporal, and the most recent customer experience is the one people remember the most.
What does a 100-year-old chemical company know about social marketing and customer experience? A lot, actually. Rust-Oleum is using modern channels to predict color trends and micro-market to crafters and DIYers around the world. We paint the town red in today’s episode.
Every year, Sprinklr partners with Forbes and LinkedIn to present a list of the World’s Most Influential CMOs. And every year I get questions about how the list was curated and ranked.
In this episode, we’ll look at the process and criteria for building the list, along with some thoughts and ideas about how to use your influence to help your company.
https://sprinklr.com/worlds-50-influential-cmos-2020
Well, darn it. We missed CX Day (it was the first Tuesday in October). And, full disclosure, I didn’t really know CX Day was a thing until this morning. But that doesn’t mean we can’t talk about it now.
In this episode we celebrate CX, talk about the Customer Experience Professionals Association, have fun with The Iron Giant, and give you a peek behind the scenes of The CXM Experience.
If you want to understand your customers, you need to understand their intentions. Modern channels can help. But how do you possibly sift through and analyze the billions of messages sent every day? Fortunately, help is here. In today’s episode we look at how AI can help you understand customer intent, and improve their overall experience.
Science fiction, collectible toys, and a frictionless online shopping come together to create a customer experience perfect storm — in a good way.
In today’s episode we look at how Shopify is removing online shopping barriers to make it easier to succumb to impulse purchases. Because who doesn’t need a Space 1999 stun gun and comlock?
You know you need to accelerate your digital transformation. You know you need to embrace modern channels in order to be able to connect with your customer and prospects. In episode #6 I gave you three steps for getting started. Here are three more to keep you going.
Social content shared by employees gets 8X more engagement than the same content shared by a company. That’s why building an employee social media advocacy program is the secret ingredient to increasing pipeline and deal size, improving brand recognition, and attracting top talent.
Humans are communicators. We always have been. Throughout history our communication channels have changed, but the desire for connection remains as strong as ever. That’s why modern channels are so important, and why you need to be where your customers are.
As the US election inches toward resolution, we take a look at political marketing, polling, focus groups, and why your B2B marketing absolutely must focus on value.
In today’s episode we take a road trip from New York to Florida, and look at how customer experience can impact the perceived quality of a product. It’s a story about trust, semi-autonomous cars, and dog treats.
What do you do to reverse 17 consecutive quarters of declining revenue? You listen to your customers, learn what they want, and give it to them. This is the story of how All-Day Breakfast became a thing. And why you have modern channels to thank for your afternoon Egg McMuffin.
It’s the question I hear most often from our customers: How do we get started with modern channels? And it’s not really a question about which modern channels to start with (short answer: all of them). It’s more about how to corral the various silos in an organization and bring them together as an integrated team.
These three steps can help you accelerate your digital transformation and tame your marketing Frankenstack.
What does a 16th century mathematician have to do with modern marketing and customer experience? More than you might think. In today’s episode we look at Nicolaus Copernicus, and how shifting perspective can lead to new insights.
Learn more at: www.copernicanshift.com
Part 3 of our Listen, Learn, Love trilogy. Listening to your customers is great. And learning from those insights is even better. But in order to show your customers you really love them, you need to take action on what you’ve learned. It’s a fundamental shift in how companies engage with their customers, but it’s a shift that will pay huge dividends.
Part 2 of our Listen, Learn, Love trilogy. There are now over 4 billion people using social media. And those billions of people represent a goldmine of unbiased, unfiltered data you can learn from… if you have a powerful enough AI to help. Today we talk about the potential of AI-enabled Listening, and how it can help your brand.
For a deeper dive into AI, visit: info.sprinklr.com/aiWebinar
Part 1 of our Listen, Learn, Love trilogy — a new way to think about how to really work with customers.
Today we start with listening. Something we’ve always done (surveys, focus groups), but can now supercharge with modern channels: social media, chat, review sites, forums, and blogs. It’s a better way to truly understand your customers and prospects.
In the past 10 months, Internet usage has increased 70%. We’re on our devices almost all the time. That makes the customer experience even more important than ever. The questions every business leader should ask are: How do I make someone want to be a customer, and how do I make them want to stay a customer? This podcast series is all about answering those questions.