226 episodes

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

    • Management
    • 4.9 • 105 Ratings

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.

    How Bank Of America Pivoted To Serve Contactless Customers

    How Bank Of America Pivoted To Serve Contactless Customers

    For many people, the days of going to the bank to make a deposit or cash a check are gone forever. Like in many industries, the Covid-19 pandemic has led to a major shift away from in-person banking interactions towards digital services. 
    The challenge now becomes how to pivot to best serve contactless customers. 
    According to Holly O’Neill, Chief Client Care Executive at Bank of America, the switch to digital solutions was already in play for the company. The pandemic simply moved up the timeline. 
    Bank of America’s strategy has always been to deliver world-class service in a way that is convenient and easy both in person and virtually. That high-tech, high-touch approach was tailor-made for the current pandemic. 
    Covid increased the need for companies, including Bank of America, to undergo a digital transformation or speed up their timeline. O’Neill defines digital transformation as making things easy for clients by putting everything they need right at their fingertips. The goal is to make the mobile and online experience so intuitive that clients don’t need to go anywhere else because they have all the information they need right in front of them. And the ultimate goal is to have an experience that is so intuitive it answers questions before customers ask them. 
    With a banking digital transformation, financial centers serve as a hub for advice and guidance instead of transactions. Everything else, like making deposits and checking balances, can be done virtually. 
    Pivoting to reach contactless customers means understanding their needs and what they are really looking for. Bank of America leaned into its robust feedback program, which it rolled out a few years ago and has been crucial to understanding constantly changing customer needs. 
    Each year, Bank of America sends out tens of millions of customer surveys. That information is collected in almost real-time and then sent to bank managers and the employees who are interacting with clients every day. Through a dashboard, these employees can daily changes in customer sentiment and feedback and then help customers in the most applicable ways. That feedback data is used to personalize the experience to give each customer exactly what matters to them, not to their neighbor. 
    O’Neill says the real winners will be the companies that customize the experience for their clients. That customization comes from leveraging feedback data to pivot and quickly make changes as needed. 
    The feedback data represents a wide range of customers, making it reliable and usable. Bank of America made a conscious effort to keep the surveys short and simple and deliver them through the mobile app, which has led to a high response rate. 
    Although the pandemic has brought a major pivot to serve contactless customers, the digital transformation is far from over. O’Neill views building out and improving digital solutions as a continued evolution that will forever be a part of Bank of America. And as it continues to listen to feedback, personalize and deliver seamless digital solutions, the bank will be prepared to meet customers’ needs, even long after the pandemic.
    Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future. Sign up for her new course here. For regular updates on customer experience, sign up for her weekly newsletter here. 

    • 31 min
    How To Modernize Customer Interactions For The Smartphone Era

    How To Modernize Customer Interactions For The Smartphone Era

    It’s a common situation for customers: spending time on a company’s app or website and then having to call customer service for help. Even after spending time searching online, the customer still has to wait on hold, log in or prove their identity and then re-explain the situation and wait to get connected to the right person. 
    In recent years, many aspects of customer experience have been modernized and streamlined, such as the growth of chatbots and AI. However, even with these advancements, most customer interactions have stayed stagnant and without context. 
    But that won’t be able to continue for long. Modern customers realize the potential of their data and are increasingly becoming frustrated with companies that don’t offer intuitive and connected experiences. Especially in industries like banking, healthcare and hospitality, customers can easily take their business elsewhere if they have a bad experience. 
    According to Vasili Triant, COO of UJET, customers may start with a brand because of the product or price, but they stay because of the experience. 
    He says the future of modern customer interactions involves channel blending or meeting customers where they are within a brand’s app. Instead of pushing customers out of the app or website when they need to contact the brand, this modern approach stays within the app to seamlessly pass information to human agents. How a customer uses an app or how they search online provides rich data about their preferences, but brands are throwing that information away when they essentially make customers start over with each interaction. 
    This approach not only saves the customer time by not requiring them to re-authenticate and then re-explain their situation, but it also makes it easier for brands to personalize the experience. If a customer is looking at a website in English, they shouldn’t have to choose a language on the phone, just like a customer who has already authenticated in the app shouldn’t have to do it again on the phone. 
    According to Triant, leveraging in-app communication adds a vital aspect that is often missing from customer interactions: context. When a customer calls a company, the agent typically doesn’t have much information about why they could be calling. But by connecting with customers through channels they already use and leveraging that data, agents automatically have context around the interaction and can more easily provide the right solution. Very few brands contextualize their customer experience, but as personalization and the need for convenience grows, customers will come to expect it. 
    In the smartphone era, customers do nearly everything on their phones. They want and expect a seamless transition from self-service to being able to contact a brand. The companies that can take the step towards modernizing their experiences and offer context around the interaction will lead the way in personalization and customer loyalty. This approach to customer interactions is the future, and companies need to get on board to deliver strong, modern experiences.
    *Sponsored by UJET
    UJET is the world’s first and only cloud contact center platform for smartphone era CX. By modernizing digital and in-app experiences, UJET unifies the enterprise brand experience across sales, marketing, and support, eliminating the frustration of channel switching between voice, digital, and self-service for consumers. Offering unsurpassed resiliency and the flexibility to deploy across leading public cloud infrastructures, UJET powers the world’s largest elastic CCaaS tenant at up to 22,000 agents globally and is trusted by innovative, customer-centric enterprises like Instacart, Turo, Wag!, and Atom Tickets to intelligently orchestrate predictive, contextual, conversational customer experiences. 
    Blake Morgan is a customer experience futurist,

    • 32 min
    Blake’s 5% Rule For New Year’s Resolutions

    Blake’s 5% Rule For New Year’s Resolutions

    It’s the time of year when everyone is making New Year’s resolutions and setting goals for the coming year. 
    What do you hope to achieve in 2021? How do you want to improve yourself and your career? 
    For many of us, it’s been a complicated year and we’re looking for some change and improvement. 
    But too often we fall into the trap of thinking we have to reinvent the wheel and start completely fresh. If we want to make more money, we have to start a brand new business. If we want to lose weight, we have to go on a crash diet. 
    But that’s not true—you don’t have to start completely over to find success and happiness. 
    Instead of setting New Year’s resolutions, I follow the 5% rule. Each day, I try to be 5% better than the day before. I’m not starting over from nothing; I’m building on what I already have and trying my best to improve every day. I don’t have to start over to get healthy or build a successful business. I work with what I have and improve it piece by piece. Over time, the 5% rule ends up increasing and accelerating the changes I’m trying to make. 
    2020 was a rough year. Instead of beating ourselves up when we don’t achieve our lofty goals, we need to show ourselves grace and kindness. Talk to yourself kindly and do the best you can. Instead of feeling the pressure to create this big, amazing thing over night, the 5% rule lets you try your best every day and make small, incremental improvements. 
    We don’t need more rules. Instead, we need to give ourselves love and nourishment. We need to check in with ourselves emotionally to really see how we are doing and how we can grow and improve. 
    Make 2021 your year, but don’t feel like you have to do it all at once. Be kind to yourself. Aim to be 5% better each day and simply do your best. Over time, you’ll find you’ve reached where you want to be and become the best version of yourself.
    To keep improving yourself and continue your entrepreneurial journey in 2020, be sure to check out the BYOB Podcast and our YouTube Channel for proven tips and useful advice.  
    Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future. Sign up for her new course here. For regular updates on customer experience, sign up for her weekly newsletter here. 
     

    • 12 min
    Shep Hyken’s Prediction For 2021

    Shep Hyken’s Prediction For 2021

    What’s the word of the year for customer service? 
    According to business and CX expert Shep Hyken, it’s empathy. 
    Hyken has years of experience in customer service and is a popular speaker and author. Like all of us, he saw the dramatic challenges businesses faced in 2020 and the pivots they had to make. Businesses and customers are adjusting to their new way of interacting and facing constant change, especially as we head into the new year.   
    Here are some of Shep Hyken’s predictions for 2021: 
    Customers Continue To Get Smarter
    Today’s customers know what good customer service is. They experience it every day from companies like Amazon and Zappos and have come to expect and demand it from other businesses. Customers are learning from great companies and want that level of service in all their interactions. 
    Customers Are Becoming Impatient
    Modern customers want what they want now. They’ve gotten used to getting their shipments within hours or overnight and now want everything right away. Companies need to meet that demand with quick service and delivery. 
    Customers Expect Convenience
    Today’s busy customers are willing to pay for convenience. A study by Hyken found that more than 67% of consumers are willing to pay more for a convenient experience, and that number jumps to 90% if that experience includes delivery. Convenience matters and goes a long way with customers, and they are willing to pay for that convenience. 
    Personalization Is Getting More Personal
    Customers want an experience that is unique to them. They want and expect companies to know their preferences and experiences. Some companies are going further with micro-personalization that is tailored to each person’s unique experience with specific product recommendations and preferences, not just general genres. 
    Companies Are Getting Automation Happy
    Companies need a strong digital system to compete and deliver great experiences, but so many companies fall into the trap of relying too heavily on automation and not enough on the human experience. Hyken believes some companies get enamored with technology and use it to replace the human experience, which is a big mistake. The best companies create digital experiences but can seamlessly transition customers to humans if needed. There needs to be a balance between human and digital. 
    Problems Can Be Predicted
    In a perfect world, if a problem can be predicted, it can be solved before the customer even knows about it. The most successful companies are continually looking for potential problems big and small and then proactively solving them before customers even realize they have a problem.   
    The bottom line of delivering great customer service in 2021 is simply to be nice. Customers expect convenience and personalization, but more than anything they want to interact with individuals and companies who are nice. No matter what happens in the future, kindness will always be on-trend.
    Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future. Sign up for her new course here. For regular updates on customer experience, sign up for her weekly newsletter here. 

    • 38 min
    Blake's Top 5 Customer Experience Predictions For 2021

    Blake's Top 5 Customer Experience Predictions For 2021

    Every year, I make predictions for what’s to come in the world of customer experience. After doing this for seven years, I’ve gotten pretty good at predicting trends that really do end up influencing businesses and customers.
    But in 2020, no one could have predicted the COVID-19 pandemic.  
    It’s been a tough year. Between the pandemic, shutdowns and economic downturn, we’ve also faced environmental issues, a divisive election in the U.S., racial injustice and much more. 
    These events might not seem tied to customer experience, but we don’t live or work in a  bubble—we’re affected by what happens all over the world. And we’ll definitely be feeling the effects of this year for years to come. 
    With that in mind, here are my five customer experience predictions for 2021:
    1 . How We Live And Work Has Forever Changed Thanks To COVID. Nearly every aspect of life and business this year was upended because of COVID. Although a vaccine is making great progress, we will be seeing the impact of the pandemic for at least the next five to ten years. Although most people want to get back to some semblance of normal life, they are hesitant to go back to how things were. 
    2 . 2021: Year Of The Uncomfortable Conversation. 2020 brought about a lot of uncomfortable conversations on topics ranging from health and safety to layoffs, Black Lives Matter and supporting women and essential workers. These conversations will intensify in 2021 as individuals and companies will have to look inwardly to address these major concerns and help support underrepresented groups that have been hit especially hard this year. Customers will expect companies to take a stand and really make a difference.
    3 . Putting Employees And Customers Above Profits. Many companies made huge efforts in 2020 to support their employees and customers, even if that meant their profits suffered. They invested in employee relief funds and increased benefits, while also listening to customers and providing great service. That trend will continue, and the companies that focus on people instead of profits will see great success.
    4 . Ecommerce Rose Immensely And Touchless CX Makes Unignorable Leap. Companies were forced to pivot this year as stores were shut down and in-person shopping was limited. Companies across all industries have increased their e-commerce offerings. And now that customers have experienced delivery and pickup, they don’t want to go back to how things were. Touchless CX will make huge leaps in 2021 as brands work to build experiences for customers who feel vulnerable. In the coming year, brands will have to adopt digital models and creative touchless solutions.
    5 . B2B Pivot. B2B companies struggled in 2020 because they depend on in-person conferences and networking that was cancelled or moved online. A number of B2B companies have already pivoted to new ways to connect with customers, and other companies must follow suit. B2B companies have to double down on customer experience through digital transformation and using thought leadership to generate leads because what worked in the past doesn’t work anymore. 
    In many ways, 2020 has set the stage for CX in 2021. As we come out of a difficult year, customers are looking for ease and personalization. They want companies to adapt and make a real difference in society. These trends show just how much 2020 changed us and how we can continue to recover and evolve in 2021.
    Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future. Sign up for her new course here. For regular updates on customer experience, sign up for her weekly newsletter here. 

    • 22 min
    7 Trends Shaping CX In 2021

    7 Trends Shaping CX In 2021

    After a wild 2020, many companies are looking forward to 2021 and hoping to proactively engage with customers instead of reactively building or changing programs and services. 
    But just because 2021 is a new year doesn’t mean 2020 is gone and forgotten. The global pandemic and unrest of the year will stick with customers for the long term and greatly influence how they interact with companies going forward. With more virtual events and interactions than ever before, customers want human connection. 
    The 2021 Deloitte Global Marketing Trends Report highlights seven trends shaping customer experience and business growth in 2021: Purpose, Agility, Trust, Talent, Participation, Fusion and Human Experience. Understanding these trends can help brands drive connection and engagement. 
    Although each trend is unique and stands on its own, Deloitte CMO Suzanne Kounkel says the trends also work together to support and influence each other. A company that has built strong trust will also likely have a strong sense of participation, for example, while a company lacking in trust likely won’t have as strong of customer participation or human experience. 
    Of the seven trends, Kounkel says the most important may be purpose and agility. If a company or brand isn’t grounded in a purpose, it’s hard to land any of the other trends. Customers want to see the purpose of a brand and feel trust in an organization. It’s no longer just about making a purchase or doing business—it’s about building real connections with a brand, participating and believing in its greater purpose. 
    Kounkel says that in a roller coaster year like 2020, it’s important for companies to have purpose as their guiding course. People need to understand why things are being done because how they are being done is changing so quickly. The purpose keeps employees, customers and organizations moving steadily towards a goal or vision, even with the turbulences of chaos and uncertainty. 
    An organization’s purpose has to start at the top. Kounkel believes most organizations have a purpose, but many companies fall flat because their purpose isn’t embedded or understood in a way that helps the company move forward. She recommends organizations and leaders perform a soul-searching exercise to determine their purpose. Be pragmatic and dogmatic, but do it quickly, because customers expect companies to have strong purposes that resonate in everything they do. 
    Agility is also a powerful trend going into 2021. The year 2020 showed just how crucial agility is as companies were forced to pivot quickly with little warning. COVID has changed customer expectations, and consumers now expect brands to be more agile than ever before. Now, as we work through the pandemic, brands are starting to get back to doing what they want to do. For months we spent time doing what we had to do, but the agility now in place gives brands more freedom to get back to what they and their customers actually want to do. 
    A new year brings a new slate. Customers want more connection than ever, and companies that tap into these seven trends can make that happen. Start with a sense of purpose and build those strong connections that will last into the future.
    Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future. Sign up for her new course here. For regular updates on customer experience, sign up for her weekly newsletter here. 

    • 31 min

Customer Reviews

4.9 out of 5
105 Ratings

105 Ratings

Cwamne ,

Very informative and engaging

Blake is very insightful, has topnotch guests, and she conducts her interviews very well, they're very engaging. There's a lot of great information to gain from listening.

JRRTWO ,

Blake tells it like it is

Blake’s insights and focus on customer experiences to drive growth in your business is spot on. With Blake’s focus on the customer experience and her husband Jacob’s focus on the employee experience they cover the bases on how to be a more effective leader.

trystanwalter ,

A wonderful host to a great show!

Blake is a natural! She runs to show completely well and asks the right questions to her guests. No dull moment in this podcast, every second is being utilized to get more out of her guests, and just really connects well with them.

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