How do you turn customers into fans for life? How do you create an employee experience that makes them want to run through walls for you? In this podcast, we highlight the intersection of customer experience, employee experience, and sports business. In candid, roundtable discussions, we bring together leaders in CX, EX, and sports business to discuss ideas, trends and failures and best practices to help you create raving fans for your own organization.
What Drives Customers to Buy w/ Katelyn Bourgoin
Before the “driveway to driveway” customer journey begins, there’s the whole buying process. What prompted the customer to consider your brand, product or service? What motivated them to complete the purchase?
This week, we’re jumping into the psychology behind why people buy with Katelyn Bourgoin, CEO of Customer Camp. Katelyn and David hit on the journey before the journey, the four key trigger events that lead to purchases and solutions companies have created by truly listening to their customers.
2:30 The Golden Nugget - Review Mining
5:54 Customer Camp Background
8:55 Marketing Takeaways from an Old School Alarm
14:21 Building Trust with New Customers
17:54 Creating “Instagrammable” moments
20:33 The Trigger Events
28:47 Understanding Who Customers Are and What They Want
35:34 Targeting Customers on Jobs to be Done
45:13 The Biggest Misunderstanding - We Aren’t Rational
For more information on topics covered in this podcast:
Follow Katelyn on Twitter and subscribe to her newsletter
Clay Christensen | The Theory of Jobs to be Done
Other Flip the Switch podcasts referenced -
Ep. 115: How the Savannah Bananas Create the ‘Greatest Show Possible’ w/ Jesse Cole
The 5 Key Elements Impacting Powerful Customer Experiences w/ Elizabeth Dixon
To design a first-class customer experience, it starts with the mindset, the stories we’re telling ourselves internally and the framework for how we’re viewing the world and aligning it with what we want to create for people around us.
In this episode, David sits down with Elizabeth Dixon, entrepreneur and business leader at Elizabeth Dixon Speaks. Elizabeth has worked for or alongside several customer-centric organizations, including her current role of Principal Lead of Strategy, Hospitality and Service Design at Chick-fil-A corporate. Combining best practices and insights from her career, Elizabeth shares the 5 key elements of a great customer experience.
From mindset, we discuss the differences between service and hospitality, customer clarity, defining what makes your organization unique and innovating to meet customer needs.
3:27 Applying Strategy and Design to CX
5:03 5 Key Elements of Great Customer Experience
6:52 Elizabeth’s Career Path through Chick-fil-A
7:53 The Difference Between Service and Hospitality
15:09 Choosing Your Mindset
22:15 Recovery Situations and Broken Processes
26:15 Disney and Ritz-Carlton’s Service Recovery systems
29:55 Create Your Culture
35:19 Know Your Customer
40:24 Define Your Differentiator
43:20 Pursue Innovation
For more info on the topics covered in this episode, check out:
Connect with Elizabeth on Instagram or LinkedIn
The Power of Customer Experience: 5 Elements to Make an Impact
A More Beautiful Question by Warren Berger
How the Savannah Bananas Create the 'Greatest Show Possible' w/ Jesse Cole
Our first three-peat on the show, we welcome back Jesse Cole, owner of the Savannah Bananas. In previous episodes, David and Jesse have jammed and brainstormed, but in this show, we unpack the Bananas’ 5-E-Framework that has propelled their Fans First model into a global phenomenon. What the Bananas lack in detailed processes and metrics, they make up for in intentionality, in-depth knowledge of their product and fans and the impression they leave through every step of the in-person and virtual experience.
4:04 Fans First: The Savannah Bananas Story
5:08 Capturing the World’s Attention
10:47 Balancing Attention and Intention
12:49 The 5 E Framework
13:16 Eliminate Friction - What Hurts the Most
20:01 Make the Small Bets
21:52 Entertain Always - How You View Things is How You Do Things
23:43 The Last Impression
29:34 Experiment Constantly
33:11 Collecting Data and Feedback
35:48 Undercover Fans
38:11 Engage Deeply
45:19 Empowering Action
49:23 “The First Fan is Yourself”
Want more from Jesse Cole and the Savannah Bananas?
Fans First: Change The Game, Break the Rules & Create an Unforgettable Experience
Find Your Yellow Tux: How to Be Successful By Standing Out
Connect with Jesse: Twitter | LinkedIn
FindYourYellowTux.com | Business Done Differently Podcast
Follow the Savannah Bananas: Facebook | Twitter | Instagram | TikTok | YouTube
Check out Jesse’s other appearances on Flip the Switch:
Episode 14: Fans First
Episode 44: A Culture of Experimentation and Innovation
Creating a More Captivating Customer Service Training w/ David Millay and Katie Rudy
Customer service training shouldn't be something you have to do, but something you get to do, to empower the event staffs that serve your fans and represent your brand.
In this episode, David Millay and Katie Rudy break down the the key components, resources and best practices to running a more captivating training.
In-person vs. virtual formatsTraining mindsets Inspirational vs. instructional content Who should be invited and ideal activities for different sized-groups -----
Inspired to transform your training? Get started with this event staff service training toolkit, chock full of the components to include, event checklists and email templates.
The Building Blocks of LEGO's Content & Fandom Strategy w/ James Gregson
Similar to the passion fans have for Disney, young kids and adults alike have deep emotional connections with LEGO. In this week’s episode, James Gregson, creative director for LEGO Group’s internal creative agency, breaks down the content strategies that elicits that fandom and helps “inspire the builders of tomorrow.”
The conversation covers the product partnerships and user-generated content that LEGO utilizes to strengthen relationships and bring new fans into the ecosystem and the creative process James’ team employs to build campaigns.
2:34 From Social Strategy to Full Content Strategy
5:37 Creating Impactful Content
8:20 Designing Content for Niche Audiences
10:07 Using Content to Attract New Fans
16:02 Defining Success in Campaigns
20:05 Campaigns with Unexpected Results
24:30 Encouraging Play within Adults
28:07 Crowdsourcing New Product Ideas
33:17 Creator and Influencer Partnerships
37:50 LEGO’s Brainstorming Process
45:18 Parting Advice
For more on topics covered in this episode:
View LEGO Content on Twitter | Instagram | YouTube | LEGO Ideas
LEGO Fans’ Product Ideas
LEGO Collaborations: Target | Adidas All-Star
Carolina Panthers’ 2022 Schedule Release
Episode 105: Storytelling and Personifying a Brand Voice w/ Amie Kiehn
Connect with James on Twitter and LinkedIn
How to Become Customer-Centric vs. Customer-Focused w/ Annette Franz
The terms “customer-focused” and “customer-centric” are often used interchangeably, but there are distinct differences from how an organization is culturally structured to how they serve their customers.
In this week’s episode, Annette Franz joins David Millay to discuss her latest book, “Built to Win: Designing a Customer-Centric Culture that Drives Value for Your Business” and the 10 principles to become a more customer-centric organization.
2:20 Customer-Focused vs. Customer-Centric Organizations
4:37 Where Customer-Focused Organizations Fall Short
8:05 Making the Flip to Being Customer-Centric
13:35 The 10 Principles of Customer-Centric Organizations
22:12 Emphasizing Principle 1: Culture is the foundation (core values + behaviors)
27:06 Emphasizing Principle 2: Leadership commitment and alignment are critical to success
31:46 Emphasizing Principle 3: Employee experience - employees must be put more first
35:15 The Importance of Servant Leadership
40:57 Aligning Product Offerings with Customer Wants - What Problem Are You Solving?
45:33 Customer Acquisition vs. Customer Retention and NPS
For more on the topics we covered in today’s episode:
Check out Annette’s books -
Customer Understanding: Three Ways to Put the "Customer" in Customer Experience (and at the Heart of Your Business)
Built to Win: Designing a Customer-Centric Culture that Drives Value for Your Business
From Built to Win - 10 Principles That Ensure Customer-Centricity
Culture is the foundation (core values + behaviors)Leadership commitment and alignment are critical to success.Employee experience: employees must be put more firstPeople come before products. People come before profits.People come before metrics. Customer understanding is the cornerstone. Governance bridges organizational gaps. Outside-in thinking and doing vs. inside-out thinking and doing are core.The Platinum Rule over the Golden Rule. Dr. Tony Alessandra’s Platinum Rule Concept - Treat others the way they want to be treated.Everybody Matters by Bob Chapman
Sapiens: A Brief History of Humankind by Yuval Noah Harari
Connect with Annette on Twitter or LinkedIn
Great Content, Even Better Host!
With so many podcasts on the market today, it is so hard to break through the noise. I was recently turned on to Flip The Switch by a friend of mine, and after tuning into a couple of episodes, it has made it’s way into my weekly routine! I literally leave 1 un-listened episode in my queue simply because I hate the thought of running out of David content! Keep it up!!