261 episódios

Go behind the scenes with customer experience leader Blake Morgan to explore the secrets of the world’s most customer-centric companies.

Blake is one of the world’s top keynote speakers, authority on customer experience and the bestselling author of “The Customer Of The Future” The Modern Customer reaches thousands of people each week conveying a message of how we make people feel - in business and in life - matters. Her weekly show explores how businesses can make customers’ lives easier and better, featuring experts that provide simple, tangible advice you can immediately apply at your own organization.

Today’s customers have the luxury of choice. The answer is simple; choose customer experience and customers will choose you. Learn how to put a stake in the ground on customer experience by tuning into The Modern Customer Podcast each week with Blake Morgan.

The Modern Customer Podcast Blake Morgan

    • Negócios

Go behind the scenes with customer experience leader Blake Morgan to explore the secrets of the world’s most customer-centric companies.

Blake is one of the world’s top keynote speakers, authority on customer experience and the bestselling author of “The Customer Of The Future” The Modern Customer reaches thousands of people each week conveying a message of how we make people feel - in business and in life - matters. Her weekly show explores how businesses can make customers’ lives easier and better, featuring experts that provide simple, tangible advice you can immediately apply at your own organization.

Today’s customers have the luxury of choice. The answer is simple; choose customer experience and customers will choose you. Learn how to put a stake in the ground on customer experience by tuning into The Modern Customer Podcast each week with Blake Morgan.

    COVID Customers Are Counting On You—Are You Rising To The Occasion?

    COVID Customers Are Counting On You—Are You Rising To The Occasion?

    It’s been a long 18 months of pandemic life, and customers are feeling the stress and fatigue of constant uncertainty and chaos. They are yearning for a break and a chance to feel calm and normal. 
    But when they try to escape with a night out or a trip, they’re met with disappointing service.  
    Companies have to stop using COVID as an excuse for bad service. That’s especially true in industries like hospitality, air travel and restaurants. Yes, there are issues with staffing and turnover, but brands need to figure it out so they can deliver a strong experience. 
    Customers are tired and burnt out after 18 months of pandemic living. They are hungry to do things they haven’t done in more than a year, and experience matters now more than ever.  
    This is an incredible opportunity for brands to show up for their customers and provide an extra level of ease and personalization. But instead, too many companies let their service slip with COVID and haven’t made any effort to pivot and improve. 
    We’ve gotten lost during COVID—both as individuals and as brands. But now is the time to rediscover ourselves and create a sense of purpose. When brands are confident and have a strong culture, they hold themselves to a higher level and rise to the occasion. When everyone else is tired and only doing the bare minimum, it’s the people and brands who believe in themselves and their purpose that run the extra mile for the customers who are counting on them. 
    Brands that rise to the occasion now to meet their customers where they are and surpass their expectations will be remembered after the pandemic is over. They are the brands that will have loyal customers and an abundance of goodwill. 
    Now is the time to show up for your customers like never before. Put yourself in their shoes to imagine what it would look like to create an amazing experience in our uncertain world. It could be anything from shorter wait times to increased personalized or an easier return policy. And then go one step further to put those plans into action. 
    The world is busy and uncertain, but customers are depending on you. Now is the time to rise to the occasion and show up for them like never before.
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    Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future. For regular updates on customer experience, sign up for her weekly newsletter here.  Join the waitlist now for the new Customer Experience Community here. 

    • 9 min
    The One Thing Every Contact Center Bot Needs

    The One Thing Every Contact Center Bot Needs

    If you ask customers if they want to talk to a bot, most people would likely say no. For years, bots have gotten a bad rap for their nonsensical answers and inability to understand.  
    But if you ask customers if they want to get correct answers quickly, they would likely all say yes. Modern bots are one of the best and most scalable ways to offer faster, correct service. According to Ben Rigby, VP, Global Head of Product & Engineering, Artificial Intelligence and Machine Learning at Talkdesk, it’s all about reframing how customers think of bots and how companies use them in the contact center. 
    The key to a successful machine learning system in a contact center is adaptability. Rigby says most machine learning projects fail because companies can’t figure out how to retrain their bots to match their customers’ current needs. A bot created before COVID wouldn’t know how to answer questions about things like social distancing, safety measures or mask requirements, but those are crucial answers customers need during a pandemic. 
    Most companies turn to data scientists to retrain their bots, but Rigby says the best people to update the systems are the call center agents. Agents are familiar with what customers are asking and know how to tailor their answers to meet customers’ needs. They can take that experience and apply it to a bot to make sure the system has the most current and correct information. Rigby says putting contact center agents in the middle of machine learning is the best way to improve and continually update the system. After all, retraining a bot is a lot like talking to customers, something that contact center agents do every day. 
    Machine learning in the contact center isn’t one and done. It’s a continuous process that involves launching, observing, retraining, observing, retraining—indefinitely. Companies need to plan for the fact that the world is continually changing and their machine learning system and strategy also require regular updates. 
    Modern bots and machine learning systems are scalable, cost-effective and a great way to deliver a fast and accurate customer experience. The key to success is planning for updates and retraining and ensuring the right people complete the task.
    *This episode is powered by Talkdesk. Talkdesk's mission is to help organizations around the world build brand love and loyalty by delivering exceptional customer experiences. But how ? Talkdesk is a cloud contact center solution for the customer-obsessed. With enterprise-class performance and consumer simplicity, Talkdesk CX Cloud empowers you to adapt your contact center to the evolving needs of your customers and teams. The results? Increased productivity, higher customer satisfaction, more cost savings, and great customer experience. If you'd like to know more, visit talkdesk.com.
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    Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future. For regular updates on customer experience, sign up for her weekly newsletter here.  Join the waitlist now for the new Customer Experience Community here. 

    • 31 min
    How To Engage Customers In An Uncertain World

    How To Engage Customers In An Uncertain World

    The past 18 months have brought unthinkable tragedies and uncertainty to the entire world and changed how most people live, work and interact with companies. 
    But according to Jon Picoult, author of From Impressed To Obsessed: 12 Principles for Turning Customers and Employees into Lifelong Fans, out of every crisis comes opportunity. Even with the chaos and uncertainty, there are opportunities to strengthen relationships and improve customers’ lives. 
    Engaging with customers in an uncertain world starts by really understanding them, including their new and emerging needs and fears. What matters to customers and what they look for in a shopping experience is likely very different now than it was just a few years ago. By listening to customers, companies can capitalize on these changes to mitigate customers’ challenges and improve their experiences. 
    Picoult says that more than shaping experiences, companies are shaping memories. Truly engaging with customers involves stirring emotion. Experiences that are laced with emotion are far more memorable than those that aren’t. By connecting on an emotional level, companies can take customers from a place of vulnerability to a position of strength and create a strong, memorable experience. 
    Picoult gives the example of the Australian grocery chain Woolworths, which was one of the first companies to offer early morning hours dedicated to elderly and at-risk shoppers during the early days of the pandemic. Woolworths talked to its customers and realized at-risk people were scared to be shopping during busy times when the store was crowded. So it created dedicated early morning hours, and the practice spread to retailers around the world. Woolworths understood customers’ needs and went the extra mile to connect its solution to the emotions behind the challenge. In the process, it endeared itself to customers. 
    In these times of chaos and uncertainty, customers want something they can depend on. They want to interact with brands that will listen to them, understand their struggles and then go out of their way to fix them. Engaging with customers during these challenging times doesn’t mean completely changing the customer experience—it means tweaking your current offerings to match what matters most. 
    Although these times are challenging, it’s also a chance for brands to strengthen their relationships and turn their customers into lifelong fans.
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    Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future. For regular updates on customer experience, sign up for her weekly newsletter here.  Join the waitlist now for the new Customer Experience Community here. 

    • 32 min
    6 Steps To Build Returning Customers

    6 Steps To Build Returning Customers

    Growing a business is all about gaining customers and getting sales. And far easier and less expensive than attracting new customers is turning existing customers into regular, returning customers. 
    CX expert Shep Hyken says the key to building return customers is to discover the typical pattern of return customers and then replicate that experience for new customers. All companies should get people into the cadence of doing business with them regularly, but the timeline of that regularity—be it weekly, monthly or annually—changes based on the industry and type of business. 
    In his new book, I’ll Be Back: How To Get Customers To Come Back Again and Again, Hyken lays out a six-step process for finding that pattern and building return customers and strong experiences: 
    Ask why someone would do business with your company and not with the competition. Figure out what makes your company unique from others and what makes customers interested in your products and services.  Ask why someone would do business with the competition instead of your company. This requires digging into your competition’s offerings and customer service to discover their competitive advantages. Keep pace with what the competition is doing. If there is something the competition is doing, bring it into your company and make it your own. Look outside your industry. Ask all types of people what their favorite companies are to do business with and why. Look at why people are drawn to these companies that are outside your industry and may not be considered direct competition. Ask what those companies are doing to draw in customers. This step also requires digging deep to understand why certain companies resonate with customers. Think about what you could be doing that works for companies in other industries.  Come back and ask the original question—Now, why would someone do business with your company and not the competition?  Hyken recommends going through this process every six months to find little ways to improve. Taking these small steps can create amazing experiences that customers love and help distance you from the competition. 
    All companies, no matter their size or industry, can find ways to stand out from the competition. Playing to your strengths creates unique experiences that will make customers return. Hyken says even small companies can compete against e-commerce giants like Amazon by highlighting what makes them unique, such as by offering personalized human experiences and local events. 
    By continually improving and playing to your strengths, you can create a company where customers want to come back again and again.
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    Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future. For regular updates on customer experience, sign up for her weekly newsletter here.  Join the waitlist now for the new Customer Experience Community here. 

    • 32 min
    How To Deliver Effective Hyper-Personalized Experiences

    How To Deliver Effective Hyper-Personalized Experiences

    It’s no secret that modern customers crave personalization. Efforts to tailor experiences to customers’ needs are foundational to a strong CX strategy. 
    But the next step of personalization is here: hyper-personalization. 
    According to Raj Badarinath, CMO of Algonomy, hyper-personalization has three main characteristics:
    It focuses on individuals, not segments. Even if two customers have some similar qualities, they each have a unique experience that meets their exact needs. It creates experiences in real-time. Hyper-personalization delivers offers right when customers need them most. It uses AI and machine learning to improve over time. Hyper-personalization efforts get better as the technology and company learn more about each customer.  Instead of simply providing a certain experience for a customer depending on their demographic or preference segment, hyper-personalization considers the context to choose the right offer and experience in real-time. Hyper-personalization uses technology to look at countless variables and know what a customer is looking for and what they need at that exact moment. 
    Badarinath gives the example of a customer shopping in a store, likely while also using the store’s mobile app to look up products and get information. The store knows the customer’s preferences and that they are close by and can use hyper-personalization to send an offer that considers the context and meets their exact needs at that moment, perhaps by recommending a product that is relevant to what they are already buying or a discount on a brand they have bought in the past. 
    At the heart of hyper-personalization is strong digital solutions, especially around AI and machine learning. Badarinath says companies have to consider the digital maturity of their systems when making decisions. Some AI solutions only have the maturity of a three-year-old, while others have the maturity of a 30-year-old. That maturity impacts the decisions the technology makes and how it learns and grows. The same hyper-personalization strategy won’t work on all levels of maturity. 
    Although AI and technology are important, hyper-personalization is most effective with a human touch. The best companies provide their human employees with tools to access customer data and preferences in real-time to deliver those hyper-personalized offers human-to-human. 
    In today’s connected world, companies are no longer just competing against other brands within their industry—they are competing against every company. Hyper-personalization sets the standard and drives a strong customer experience and long-term loyalty to fuel business growth.
    *Sponsored by Algonomy 
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    Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future. For regular updates on customer experience, sign up for her weekly newsletter here.  Join the waitlist now for the new Customer Experience Community here. 

    • 34 min
    How Better Health Helps Customers Do Hard Things Easily

    How Better Health Helps Customers Do Hard Things Easily

    The goal of every company should be to make their customers’ lives easier, even if it makes their work harder.  But that becomes even more important in a company serving customers with chronic health conditions. 
    Naama Stauber Breckler is CEO and co-founder of Better Health, a company focused on helping people with chronic conditions manage day-to-day life at home. Through innovative end-to-end solutions that bundle the delivery of medical supplies with education, peer support and telehealth services and an intense customer focus, Breckler and her team make it possible for customers to do hard things easily.
    The need for at-home care and supplies delivery was only highlighted during COVID when most people suffering from chronic conditions were left at home to manage their care and treatment.  
    Before starting Better Health in late 2019, Breckler spent months talking to countless people to learn about the industry, current challenges and where she could have the biggest impact. She ultimately narrowed her focus to urology and ostomy products. Most of Better Health’s customers have chronic conditions, so although the company can’t reverse the conditions, it can make customers’ lives better.
    Talking with customers highlighted two major issues: the selection of medical devices can be overwhelming, and online payments with insurance can be complicated. Both of these issues posed massive roadblocks to customers and made their lives incredibly difficult. Better Health prioritized addressing these issues and now offers personalized consulting and recommendations to find the right products and takes over payment issues from the customer.
    Better Health operates in an inverted way to make sure everything the company releases truly solves problems people care about. Breckler and her team interact with customers online and go into their homes to understand the experience so they can then prioritize the biggest pain points to make the largest impact. 
    That customer focus continues with each new feature the company releases. Employees pore over data to see where customers are getting stuck and dropping from the process so they know how to improve it. 
    Every company, not just those in the medical field, can and should make customers’ lives easier. A central focus on customers that starts from leaders, as well as data and feedback, can help companies improve their products and work to best meet customers’ needs.
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    Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future. For regular updates on customer experience, sign up for her weekly newsletter here.  Join the waitlist now for the new Customer Experience Community here. 

    • 31 min

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