A monthly podcast created by Relay Network that features cross-industry experts sharing their approach to driving meaningful and powerful customer engagement. Gain usable insights and strategies in under 30 minutes!
Marketing to Mindset: Knowing Your Audience in a Multi-Generational Market
Welcome to another captivating episode of The FeedCast! In today's spotlight, we're delighted to introduce Eric Lent, a distinguished senior executive and former CMO of Prezzee, renowned for his exceptional contributions in brand-building, growth strategies, and team leadership across diverse sectors. With over three decades of experience, Eric's journey spans the CPG, hospitality, and technology industries, leaving an indelible mark on each. Notably, he's held prominent positions, including CMO at Prezi and IHG Hotels and Resorts, garnering numerous accolades including multiple Effie Awards.
Best Practices to Create “Stickiness” in Digital Channels
Across his rich experience, Eric's keen eye has spotted key best practices that consistently shine across various domains: the pursuit of personalization and relevance, the value of community, and the allure of gamification.
Driving customer engagement hinges on great content, which, in turn, springs from a deep understanding of the customer journey. The most successful brands excel by identifying highlights and pain points within these journeys. The cornerstone of crafting meaningful content lies in data. But how to decipher mixed signals from the data points customers provide? As the world shifts from mass marketing to tailored experiences, owning first-party data becomes paramount, enabling targeted communication.
In today's digital age, seeking feedback from others with brand experience is common practice. Creating an environment where past buyers share their reviews and experiences can greatly impact purchasing decisions. Eric asserts that facing negative reviews head-on is crucial. In a world where social platforms double as reviewing spaces, it's essential to steer conversations offline for personalized, one-on-one interactions.
Building customer loyalty necessitates creating subtle nudges along the way. The goal is to make customers feel genuinely special. Loyalty isn't given – it's earned consistently over time. A brand's strength lies in the collective impact of every interaction with consumers. In Eric's hotel industry experience, value is initially provided to lure customers into the funnel, and this value is escalated to foster loyalty. Yet, true stickiness emerges when promises of personalization are upheld at every touchpoint. Execution, indeed, is key.
Important Steps for Every Marketer to Take
A successful marketer isn't just a strategist but a change agent within an organization. Combining IQ and EQ is vital for perfecting strategy execution. Marketing's journey to securing a seat at the table took time; to earn validation, marketers must collaborate seamlessly with their peers. Understanding customer pain points requires stepping into their shoes, occasionally hitting the road to meet and empathize directly with them.
What Companies are Getting Things Right?
Eric points to Delta as a gold standard in seamlessly merging digital and physical channels. This integration minimizes friction, creating a smooth customer experience. Companies like Amazon and Apple have mastered this too – they've streamlined purchasing processes while fostering community and personalization. These exemplify the principles discussed.
The conversation also touches on the challenge of maintaining continuity when brands collaborate, where systems and people can falter. Eric underscores the importance of cross-functional alignment to prevent such breakdowns. Collaborative efforts across departments are key to avoiding finger-pointing scenarios.
Marketing to Multiple Generations
We're in a unique era with four distinct generations. Eric advises against generational marketing, favoring a mindset-based approach. By catering to needs rather than generational labels, marketing becomes more effective and inclusive.
Eric's journey began with an act of cutting school to meet his cousin, a seasoned account supervisor. His
Five Questions You Must Ask for Successful Customer Journey Mapping
Understanding the Importance of Customer AdvocacyIn this episode of the Feedcast podcast, Tricia interviews Jim Tincher, CEO of Heart of theCustomer, as they explore the journey from a product-focused mindset to prioritizing customerexperience. Jim emphasizes the need for companies to advocate for customer needs and buildproducts and services around them. By sharing real-life examples, he highlights the pitfalls ofdesigning for oneself and the importance of understanding the customer journey.Overcoming Challenges and Maintaining a Customer FocusJim and Tricia discuss the common challenges that companies face in maintaining a customer-focused mindset. They address the tendency to prioritize growth, cost management, and otherbusiness objectives over the customer experience. Emphasizing the need for executive buy-in,they stress the significance of incorporating customer experience into decision-makingprocesses and aligning all departments to understand and meet customer needs.The Key Elements of Successful Customer Journey MappingThe conversation delves into the key elements of successful customer journey mapping. Jimoutlines the five questions that organizations should address: identifying the right businessproblem, determining the appropriate journey and customer, selecting the right approach, andassembling a capable team. By focusing on these aspects, companies can gain valuableinsights into their customers' experiences and identify areas for improvement.Companies Getting Customer Experience RightJim highlights companies that are excelling in customer experience, going beyond the traditionalexamples. He shares inspiring stories of organizations such as Dow, Hagerty, and UKG, whohave successfully prioritized customer-centric approaches and revolutionized their respectiveindustries. These examples demonstrate the significance of measuring enjoyability and trust inB2B interactions and emphasize the importance of emotions in shaping customer experiences.Moving Beyond Traditional MetricsTricia and Jim explore the limitations of traditional metrics, such as net promoter score (NPS), intruly understanding and improving customer experiences. They stress the need to listen tocustomers' actions and words, as well as to measure and address emotional factors. They alsodiscuss the growing role of AI and chatbots in enhancing customer interactions and theimportance of keeping the customer at the center of the experience.Closing ThoughtsThe episode concludes with Jim sharing insights from his book and the research he conducted.He underscores the need for organizations to connect customer experience to their financials
and explains how successful companies create a customer-centric culture. By embracingchange management and aligning all departments, businesses can ensure that the customerexperience becomes part of their DNA.Overall, this episode provides valuable insights into the shift from product-focused thinking toprioritizing customer experience. It offers practical strategies for maintaining a customer focus,enhancing journey mapping efforts, and leveraging metrics that truly measure customersatisfaction and loyalty.Key Points[01:56] From product design to customer experience[06:22] Advocating for customer needs[11:46] Why do companies shift away from customers?[22:10] Where does the customer journey start?[27:29] What companies are doing it right?[30:06] Jim’s book and the research he found[34:15] Closing statements
Personalization & Customization: Feed Technology Offers The Perfect Blend
Welcome back to The Feedcast, where we continue our conversation with Wook Chung, ChiefProduct Officer at Farrow Bank. In this episode, Wook provides further insights into the world offeed technology, its impact on user engagement, and its potential applications in variousindustries.Wook emphasizes that feeds serve as the initial point of interaction with users. For instance,when you open a banking app, the content at the top of your feed can draw you in. This one-way engagement is a delicate balance, and its one of the reasons why the banking industry hasbeen hesitant to adopt feed systems. Successful platforms like TikTok thrive on a dedicatedfeed-only approach, emphasizing the importance of sending the right content at the rightfrequency. Farrow Bank, committed to financial inclusion across income classes, aims to helppaycheck-to-paycheck consumers by making economics work for them. Wook envisions thefuture of banking as potentially cashless, with brick-and-mortar banks gradually giving way todigital alternatives as the online-native generation becomes more comfortable with virtualspaces.Turning to healthcare, Wook notes the growing need for personalization in this field, even morethan in banking. With advancements in AI, healthcare could offer more tailoredrecommendations. A feed system could provide personalized health tips and insights,enhancing the patient experience. As for the future of feed technology, Wook acknowledgesuncertainty about the next big breakthrough but underscores its enduring presence.Organizations have a tremendous opportunity to leverage AI and other technologies forcustomer engagement through feed systems, enabling possibilities not feasible in traditionalbrick-and-mortar spaces.Join us in this episode of The Feedcast" as we explore the evolving landscape of feedtechnology and its potential to transform various industries, from banking to healthcare. Wook'sinsights offer a glimpse into the dynamic world of feeds, making this episode a must-listen forthose interested in the future of technology and user experiences.Key Points[00:45] The balance of the right feed in the right cadence[08:45] How does Wook create a personal experience in a digital space?[12:26] The future of banking: brick and mortar vs. digital[15:22] What can the healthcare system learn from the Facebook’s of the world?[19:26] What’s the next big channel for consumer engagement?[21:54] Is feed tech here to stay?
PERSONALIZATION & CUSTOMIZATION: FEED TECHNOLOGY OFFERS THE PERFECT BLEND
Show NotesWelcome to another insightful episode of "The Feedcast," a Relay Network Podcast. In thisepisode, we are thrilled to have Wook Chung, the Chief Product Officer at Farrow Bank, as ourdistinguished guest. With an impressive career spanning organizations like Facebook, Twitter,SoFi, Samsung, Google, Microsoft, and more, Wook brings a wealth of experience andknowledge to the table.Wook Chung's expertise lies in harnessing the power of feeds, those ubiquitous streams ofcontent that shape our online experiences. According to him, feeds serve as a perfect lens tosimplify and enhance the user journey, utilizing virtual real estate to its fullest potential. Whetherit's Facebook connecting you with friends and family or TikTok entertaining you with shortvideos, feeds can cater to a wide range of objectives.Crucially, feeds must navigate the delicate balance of time and human attention, making them avital tool for achieving a platform's purpose and goals. Wook delves into how platforms likeTikTok and Instagram optimize content to meet specific user needs, from entertainment toinformation sharing. He emphasizes that the holy grail of user experience is ease of use, wherefeeds play a pivotal role. Not only do they suggest content aligned with a user's needs, but theyalso introduce users to content they might enjoy outside their usual preferences. The challengelies in finding the right balance, as altering the order of content can influence user engagement.Furthermore, Wook suggests that the financial industry could benefit from adopting feedtechnology to help individuals manage their finances effectively. Just as feeds prioritizeinformation for users, a similar approach could assist people in tracking their financial healthand making informed decisions for the future. Join us for a deep dive into the world of feeds anddiscover how they shape our online experiences and hold the potential to revolutionizeindustries beyond social media. Wook Chung's insights are sure to leave you with a freshperspective on the role of feeds in our digital lives. Don't miss this captivating episode of "TheFeedcast."Key Points[01:38] What is it about feed technology that gets Wook excited?[02:49] Ways to measure the value of each function[08:26] How do marketers or content creators facilitate engagement?[14:33] How have Wook’s experiences have taught him[22:57] Banks learning from Big Tech
Moments That Matter: Customer Engagement and Health & Wellness Marketing With guest Caine Fair, Group Strategy Director, Engagements Health & Wellness at Grey Group
Welcome to The Feedcast! In this episode, we are joined by Caine Fair, an expert on omnichannel marketing with a focus on customer engagement. Caine is the group strategy director of Engagements- Health & Wellness Grey Group, one of the top global marketing organizations.
Caine's extensive experience in the field began when he delved into the world of social media during his early career, working on a pioneering pharmaceutical product marketing campaign. Despite challenges with regulatory compliance, Caine recognized the potential of social media as a powerful avenue for reaching individuals affected by specific disease states. Leveraging the platform, he utilized impactful testimonials and engaging content to connect with the target audience.
In the health and wellness space, providing individuals going through challenging times with meaningful moments is both a challenge and an opportunity. Often, individuals face overwhelming situations where they seek clarity and turn to social media or search engines for answers. Caine's team crafts omnichannel plans that educate, connect, and drive decision-making through the power of storytelling.
Navigating the regulated healthcare industry while trying to appeal to consumers in layman’s terms can be tricky. Drawing inspiration from consumer marketing brands, Caine's team gains a creative edge and aims to activate leaders outside the pharmaceutical field.
They conduct extensive research to understand how consumers seek information and adjust marketing strategies accordingly. Staying ahead of consumer trends and using platforms like TikTok allows them to reach doctors and patients effectively. However, marketing in the health and wellness field requires compliance and careful communication. Social media's interactive nature provides a unique opportunity for back-and-forth communication with patients, fostering success and accessibility to necessary resources.
Join us on this episode as we delve into the world of omnichannel marketing and customer engagement with Caine Fair. Discover how his team navigates the regulated healthcare industry, drives inspiration, and creates meaningful connections with consumers. Don't miss this insightful discussion on adapting marketing strategies to meet the ever-changing needs of the health and wellness field.
[01:34] Caine’s background from the early social media to now
[09:17] How can the same frictionless experience be transferred to healthcare providers?
[13:40] Borrowed tactics to help combat regulations
[17:35] How do you better educate on the brand side, and also on the provider side?
[27:56] The Super Bowl Example and the importance of omnichannel
[32:33] Balance between Boomers and Gen Z
[35:00] Shifting behavior in doctors and patients gathering information
The Power of the Scroll: The Emergence of B2C Feed Technology
In this episode of The Feedcast, Steve explains the impact of feed technology on customer engagement and the potential of AI for the future. Steve Gillin is the founder of Relay Network, a leader in feed technology for business to consumer communications. Relay Network is connected to 85 million consumers across three verticals: financial services, healthcare, and home services. It allows businesses to communicate with consumers in a one-to-one feed. Prior to Relay Network, businesses were using technologies designed for consumer-to-consumer communication for business-to-consumer. Relay’s scrolling feed technology provides a simple and easy way for businesses to engage with customers.
1) Relay is a scroll feed technology that is an effortless communication channel for businesses to their consumers
2) They invest heavily in their design and certification to ensure the most compliant and secure connections.
3) Businesses can significantly expand their digital footprint upon implementing Relay’s feed technology
4) Relay’s feed technology gets attention and drives that attention resulting in double digit growth across all size companies in various industries
5) Through format, content, and orchestration, the power of the scroll provides for an elevated and secure 1:1 communication experience for consumers Steve explains how Relay was created to reduce friction in business-to-consumer communication. The approach taken is unique, as it sets up a feed for each customer. It then sends a text to the customer to claim the feed. This allows for the content in the feed to be personalized based on the individual user's journey with the customer. As a result, it delivers a unique experience down to the individual, based on the business's goal for the interaction. Steve and Tricia discuss how Relay has focused on the most important aspects to consumers: money, health, home, and family. Relay works with companies large and small, highly regulated industries, such as financial services and healthcare, and invests heavily in the design and certification of the tool to keep both companies and the consumer secure.