Join host Yanique Grant as she takes you on a journey with global entrepreneurs and subject matter experts that can help you to navigate your customer experience. Learn what customers really want and how businesses can understand the psychology of each customer or business that they engage with. We will be looking at technology, leadership, customer service charters and strategies, training and development, complaint management, service recovery and so much more!
120: Navigating CX Journey Mapping and Building an Omni-Channel Experience with Mark Smith
Mark Smith is the President of Kitewheel. With over 20 years of global experience in Marketing Applications and Analytical CRM, Mark is a leader in building, growing and managing successful companies. Currently in “innovation mode” as the President of Kitewheel, Mark is focused on helping marketing agencies deliver better customer engagement through solutions that unify the “logic” layer of today’s customer-facing technology for their large brand clients.
Mark’s journey into customer behaviour and experience started early in his career. Shortly after achieving his Ph.D. in Mathematics and Statistics from the University of Edinburgh, Mark founded Quadstone – the first data mining company to focus explicitly on the analytics of customer behaviour. In the years that followed, Mark moved to Boston to build the US business and oversaw revolutionary analytic progress at clients including T-Mobile, Dell, Merrill Lynch and Fidelity. His leadership role expanded to global sale, marketing and product teams that led to a series of 3 successful M&A transactions over the last 10 years.
Mark can you share a little bit about your journey? How you got to where you are today, what is Kitewheel and what do they do? What are some key performance indicators that you would need to watch in the business as it relates to the data analytics in order to ensure that you can predict behaviour or at least nudge them as you had suggested on what they would need to do next or what they would need to be reminded of. We hear a lot also about an Omni-channel experience. An Omni-channel means that everything is connected, as you were suggesting just now. Could you give us an example of a company that you know, whether maybe you've worked with as a service provider, or a company that you are a customer of theirs? And maybe they haven't mastered it, they've come very close to mastering an Omni-channel experience? Who should own customer experience in a company? Could you share with us if you have a website, app, tool, anything that you absolutely can't live without in your business? What's the one thing that you use in your business that you can't live without? It could be a tool, it could be a website, it could be an app. Could you share with us maybe one or two books that have had biggest impact on you? It could be a book that you read a very long time ago, or maybe even one you read recently, but it still has had a great impact on you. Could you share with us maybe one thing that you're working on in your life right now, something that you're really excited about? It could be something you're working on to develop yourself or your people. Where can listeners find you online if they wanted to connect with you even more? Do you have a quote or a saying that during times of adversity or challenge you'll tend to revert to this quote or saying, it kind of helps to refocus you or just get you back on that path to whatever goal you are working on originally.
Mark shared that he’s the President of Kitewheel, they are a company that helps deliver great experiences to the customers of typically large organizations, by helping them manage the journeys that their customers are on. He has been doing this for a long time now, over 20 years he has been helping organizations understand the behaviour of customers from a kind of an analytic perspective. And at Kitewheel, they've kind of tuned that and moved more into the orchestration area, as they call it, which is helping businesses actually make a difference to the customer by changing the process, and helping the customer along their journey, so that they have the best possible experience.
Me: So customer journey mapping and customer orchestration. Those are kind of big terminologies in the customer experience space, for those memb
119: Best Practices for Enhancing Your Digital Marketing with JP Clement
JP Clement is the CEO of boomtime. He has over 30 years of experience in marketing, digital strategy and product management for companies ranging from startups to global brands such as Madison Square Garden, General Mills, DFS Group Ltd, Johnson & Johnson and National Geographic. JP has worked for and helped companies in both B2C and B2B sectors, and founded three digital strategy and marketing agencies after working for many years on the corporate side of marketing. JP’s passions are analytics, digital products and creating the right strategy at the right time for the right audience.
Could you share with us just a little bit about your journey, your history, how it is that you got to where you are today? A lot of people are looking at new and creative ways to target new customers or to retarget existing customers, and you're in that marketing sphere, or in that marketing space? So could you maybe share a one or two things that has led to your success, or maybe just trends that you observed regarding marketing, based on what's happening globally? And what would you recommend persons should be doing if they're not doing it already? How can they use LinkedIn to drive new business? Could you share with us what tool, website or app that you use in your business that you absolutely cannot live without? Do you have maybe one or two books that you have read, either currently, or in the past that has had a very, very big impact on you? Could you share with us if you have something that's going on in your life right now, it could be something that you're really excited about? But is it something that you're working on to develop yourself or your people? Where can listeners find you online? Do you have a quote or a saying that during times of adversity or challenge, you'll tend to revert to this quote, it kind of helps to get you refocused or rechannell you into what it is that you're trying to accomplish.
JP shared that he has always thought that marketing was kind of his calling just because the other choices were too boring and didn't really fit his personality. So he has been doing marketing, as mentioned, for a very long time. He went to college in Paris, France, as you can tell by his accent, and ended up in business school in the US specializing marketing, and then started his journey in marketing a long time ago in the US and he has stayed in the US since. And his marketing journey has taken him many, many different places, he thinks, without bragging, he has probably done every type of marketing by various to do, he started obviously, in traditional marketing, doing couple of things that you could do back in the days with traditional marketing.
He did consumer packaged goods marketing at the beginning of his career, then he moved into direct marketing, database marketing and catalogue marketing. And then he went to the internet side of things in 1998, so quite a while ago when people were still trying to figure out how to do marketing on the internet in a digital space. And he has been doing within digital marketing, probably every type of marketing, by various tools that you can think about. So, anywhere from influencer marketing to word of mouth marketing, to email marketing, and he can go on and on and on and on.
But in the past 10 years, he has basically worked on the agency side, actually, more than 10 years ago, about 14 years now. And before that, he worked on what we would call the client side, and employed a lot of marketing agencies. And when he was moved to the agency side of things, he was always kind of fascinated and curious about how he could make this marketing agency model work better for agencies. He’s very curious by nature, and he always like to figure out how to make things a little bit better, or significantly better. And he thoug
118: Understanding How SEO works To Boost Sales and Profit with Ronan Walsh
Ronan Walsh has been working in Digital Marketing, specifically SEO for close to 10 years and is a lecturer in Web Design and Digital Marketing in Ireland. He's the owner and founder of Digital Trawler a SaaS Marketing Agency based in Ireland. Digital Trawler helps companies with their marketing strategy and messaging and having experts in SEO, paid adverts, social media and conversion rate optimization.
Could you share with us a little bit about your journey? How did you get to where you are today? You are big into digital marketing and search engine optimization, affectionately known as SEO. Can you share with us how you think SEO has changed over the past 10 years and as a business, especially in light of COVID and the pandemic globally, what do companies need to do to get to the top of their industry or their area where their SEO is concerned? What are some of the things they need to look for when they're hiring a Digital Marketing Consultant? Because you have a lot of people out there who market themselves in this capacity, but do they have that requisite knowledge and experience and exposure like what you just explained here to us to ensure that you're picking the right person. Could you share with us what's the one online resource, tool, website or app that you absolutely cannot live without in your business? Could you share with us maybe one or two books that have had the biggest impact on you? It could be a book that you read recently or about that you it many years ago, but it still has a great impact on you. Could you share with us what's the one thing that's going on in your life right now that you're really excited about - either something that you're working on to develop yourself or your people? Where can listeners find you online? Do you have a quote or a saying that during times of adversity or challenge, you'll tend to revert to this quote, it kind of help to keep you focused and get you back on track, if for any reason you get derailed or you're de-motivated, do you have one of those?
When asked about his journey, Ronan shared that he actually think it's kind of similar to Yanique’s journey where he started off, kind of in tourism, he didn't really know what he wanted to do. So, he did a lot of kind of backpacking and he was a Surf and Kayak Instructor and he was primarily focused on the kind of tourism and travel industry. And that was kind of, he supposes, where his passion was, but he realized that it wasn't a long-term plan, like there's nobody on the beach who's a surf instructor who's 40 plus. They might be wealthy in terms of spirit and how they're feeling, but there's nobody, he supposes with a family of three kids or something like that, or that they have a house and kind of security and a pension and things like that.
So that was kind of eating away and in the back of his head, maybe in his young twenties and he was wondering how exactly he could try and kind of progress in his career. So, he finally was backpacking, he met a few people in the industry, in the kind of linen and clothing industry in India. And he started importing clothes into Ireland and he set up three stalls or kind of shops around the country. And he was running those in his early twenties, which was a fantastic experience.
What he wanted to do was try and push those as far as he could. And that's really where Digital Marketing came into play because he realized that he was getting up at three or four in the morning to drive stock across countries and keep shops up to date. And he was trying to manage staff and make sure that there was a little bit of profit left for him at the end of the day.
And he built a website to try and expand that and to not rely on the brick and mortar kind of model as much, it came to realize soon after that, that it was
117: Insights and Trends on Customer Experience for 2021 with Jim Freeze
Jim Freeze is the Chief Marketing Officer, and he focuses on brand strategy and awareness, thought leadership, product marketing, demand generation, creative services and public and analyst relations. Jim brings more than 25 years of experience leading marketing teams at Fortune 1000 and other enterprise technology companies, a history which includes proven success in all aspects of marketing, sales and business development.
Most recently, Jim served as a Chief Marketing Officer at Aspect Software, where he was responsible for all aspects of global marketing, including product management, product marketing, branding, advertising, customer experience and demand generation programs.
Could you just take a little time and share with us how it is that you got into what you are doing today, brand strategy, thought leadership, just tell us a little bit about that journey to where you are now. You were talking a little bit about Conversational A.I and this has been a very unconventional year no matter which country you’re living in the world, everybody's impacted by this pandemic. How do you see, just almost like a kind of prediction for 2021, if you could maybe share some insight with us, maybe based on data or just insights you've garnered from conversations that you've had with other people, Conversational A.I really flourishing in 2021 and do you see changing just the landscape of how customers interact with different businesses? Customers focus a lot more on the quality of service that they're getting than before. Would you agree? Do you find that as a result of the pandemic, there's just more emphasis on how people are being served, are they exercising empathy, are they exercising care, customers are just more aware of those softer skills in the interactions that they have, especially since this year. So we spoke a little bit about Artificial Intelligence. What are some other insights in terms of, like customer service trends that you've seen for 2020 that you think will definitely accelerate in 2021? And let's say a lot of our listeners are small business owners. They may not necessarily have the big budgets like some of the bigger organizations. Are there any trends that came on board that you think they could possibly take on a small scale that would make a difference in their customer experience? Could you share with us what is the one online resource, tool, website or app that you absolutely can't live without in your business? Could you share with us maybe one or two books that have had the biggest impact on you? It could be a book that you read a very long time ago that still has a great impact on you or maybe a book that you read recently that still resonates with you. What's the one thing that's going on in your life right now? It can be something that you're really excited about, either something you're working on to develop yourself or your people. Where can our listeners find you online? Do you have a quote or saying that during times of adversity or challenge you’ll tend to revert to this quote – it can help to refocus you or get you back on track in terms of any form of backtracking to you may have been experiencing.
Jim shared that he had a little bit of a kind of an unusual journey to be honest. He finished his undergraduate and graduate work and graduated back in the late 80s with a Master’s Degree in Mathematics. And his first job out of college was actually as a computer programmer. It's kind of an interesting background. And he wasn't actually in marketing, but through a number of things that happened in his first position within the first 6 months, he was actually put in front of some customers for a number of reasons and the sales and marketing team thought he was quite good in front of customers. So they said, “You're wasting yo
116: The Art of Designing and Implementing a Mystery Shopper Programme with Claire Boscq-Scott
Claire Boscq Scott is a wonderful entrepreneur and she is a mystery shopping and Customer Service specialist. Claire lives to inspire global businesses to thrive by delivering exceptional customer experiences in measuring and improving employees’ performances.
No. 5 Top 30 Global Customer Service Guru, UK Top 10 CX Influencer and CX Thought Leader 2020, with three decades of expertise in mystery shopping and customer service, Claire, AKA The Busy Queen Bee, is an authority in the Customer Experience industry. She brings a more holistic and comprehensive approach to employee and customer experience.
She is a Keynote Speaker, Consultant & trainer specializing in retail and hospitality. Author of 3 books, Thrive with the Hive, Thriving by Caring and launched in September 2020, No 1 Amazon Best Seller and Hot New Release in customer service; The Secret Diary of a Mystery Shopper. Her online Learning and Development platform BQB CX Institute offers a wide range of online and onsite training and has developed her Caring Service Culture Leadership Programme a game changer for many organizations who want to become truly customer centric.
Could you share a little bit about your journey for us? I know that I read your bio and it was just amazingly fantastic. We like to hear from our guests, a little bit about their journey, how it is that you got into what you're doing today, into mystery shopping, into being a customer experience thought leader, a little about how you got to where you are today. You have quite a few books as it relates to customer experience and mystery shopping as we read when we're reading your bio. But your most recent book that you published earlier this year right at the onset of COVID is The Secret Diary of a Mystery Shopper. So could you tell us a little bit about that book? Who is it for? And also, I think it's important to also if you could share with us, persons think mystery shopping is only for companies that are big, large organizations. What is your idea on that? Do you think everybody needs to do mystery shopping? And can it be done on a small scale versus a large scale? And how do you approach it? How have you seen customer experience evolve or not evolve? I've seen that and I think it's gotten worse as a result of the pandemic. I think customers are paying more attention to how they're being served, especially how they're being treated when they enter your establishment, and the pandemic has brought that more to the forefront. Of course, I know it can be more cultural in some countries or in some regions. What has it been like in your areas? Could you share with us maybe what's the one online resource, tool, website or app that you absolutely can't live without in your business? Could you share with us maybe one or two books that have had the biggest impact on you? Could you share with us one thing that's going on in your life right now that you're really excited about? It could be something that you're working on to develop yourself or something you're working on to develop your people. Where can listeners find you online? Do you have a quote or a saying that during times of adversity or challenge, you'll tend to revert to this quote; it kind of helps to keep you focused or just get you back on track if you feel like you are getting derailed.
Claire mentioned that the similar background as Yanique. Her dad had a restaurant, so she kind of grew up in that environment and when you're in that environment, you either love it or hate it, so she loves that. She loves the interaction with customers. She loves seeing people having fun. And so she did her catering school, hotel and service management hospitality in Nice, down the south of France. And so she’s French originally.
And then she knew she had to speak English.
115: The Winning Ingredients to Dominate Your Customer's Experience for 2021 with Yanique Grant
Welcome to Navigating the Customer Experience Christmas Edition
Thank you so much for supporting our podcast over the past year. We have had so many fantastic guests even in this oh so unconventional year.
Even though the world has been overwhelmed with a pandemic and there have been a bunch of negative things occurring - there have also been lots of wonderful opportunities that many people have benefited from.
According to PWC, 82% of office workers would prefer to continue working remotely, at least part of the time, even after Covid-19 has subsided. And a whopping 73% of executives say working remotely has been a success.
Every business small, medium and large has been forced to transform how they approach business. When I think about all the companies I have been interacting with since the pandemic I believe this new way of wearing a mask, sanitizing our hands and the installations of plexi glass will be something that will never go away.
Many companies have to be putting their employees and customers above profits in order to ensure the safety and protection of all stakeholders. If you have not yet started doubling down on your customer experience - focusing on convenience and how can you can make the life of your customers easier. Now is the time!
eCommerce and touchless customer experiences are what most customers have gotten used to since the pandemic and it is highly likely they will never go back to what it was before. It is also important to note that many trends that have been created since COVID will become standard expectations - such as delivery, curbside pick up, orders being placed by phone.
While it is inevitable that commerce will partially shift back to brick and mortar once things go back to “normal,” there is now a massive new pool of consumers that are comfortable shopping online, and the volume of e-commerce and digital inquiries is expected to continue. Consumers that perhaps would walk into a store to ask a question, or call a customer service number for assistance, now may find it more convenient to click on a chat widget or read an FAQ article while they browse your site online. In fact, according to recent consumer research, live chat continues to grow in popularity with consumers, now ranking as the second most popular channel to get customer service problems solved. Incorporating digital-first support strategies into the overall online customer experience will make a huge difference when it comes to brand equity and loyalty for 2021 and beyond.
Many customers are getting smarter - they are learning about fantastic services from other great companies like the Amazons, Zappos and so many more. Our customers are willing to pay more for a convenient experience
I am sure many of our listeners can remember the comedy “Cheers” and their theme song “Sometimes you want to go where everybody knows your name.” All customers want to do business with companies that remember them, remember their preferences and take time to understand them.
So as we close the chapter for 2020, let’s think about a few things that we should consider doing consistently for 2021 to ensure that we dominate our customer’s experience
Exercise Empathy with your employees and your customers - be mindful of the many challenges that your customers have been facing during this pandemic and exercise as much flexibility where possible. According to a Covid-19 research, CX teams reported that customers valued empathetic service above all other customer service attributes during the pandemic. Consumers want to be treated like a valued customer, with real thoughts, emotions, feedback and values Have multiple platforms and outlets that your customers can reach you through and ensure these platforms are being monitored consistently. Organizations should look for t