296 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

    • Business
    • 4.9 • 47 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.

    Partnering With Customers For Digital Transformation

    Partnering With Customers For Digital Transformation

    Digital transformation is critical for all businesses today—but it isn’t something brands need to take on alone. 
    Especially in the B2B world, involving customers in the transformation and making them valuable partners can lead to long-term success for the company, its B2B clients and their end-user customers.
    Transformation Requires Relationships
    Didem Cataloglu, President & CEO of DIREXYON Technologies, says companies must realize that customer experience is a journey and that many companies, especially in the utilities and energy industries that DIREXYON serves, are facing lots of changes. 
    In a digital transformation, Cataloglu says that technology is just 20% of the solution. The other 80% is about the people. When going through a digital transformation, she recommends looking at it from the perspective of humans and how it impacts and changes their work and processes. Instead of immediately jumping to the newest or fastest new technology, consider the solutions from a human point of view.
    As a technology company, DIREXYON provides technology. But Cataloglu says success comes from bridging the gap between technology and people. The brand’s main priority is connecting with customers, understanding their business needs and bringing them the best technology solution.
    Success Comes From Providing Value
    Involving customers in a digital transformation requires including them in conversations early on. The goal is to understand how the technology will improve their lives, but that’s only possible when companies know their customers and understand their processes and values. Companies can then advise customers on what’s coming and prepare them for the transition. Each journey and transformation is different, but becoming a trusted partner to customers means guiding them through the process and providing individual results. 
    Cataloglu says the ultimate goal of a digital transformation is to create value for customers. And that value will change based on the individual needs of each customer and their end-users. Set goals at the beginning of how they will reach that value and check in with that goal throughout the process. Providing value should be the guiding force throughout the entire transformation.  
    Digital transformation isn’t a one-time thing. It requires continual adoption and evolution, which means companies and their B2B customers must have dynamic relationships to progress together continually.
    Cataloglu’s best advice is to get closer to customers and listen to them. Use those insights in your strategic planning to create personalized digital solutions. Transformation and providing value to customers isn’t easy, but it gets easier with technology.
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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. 

    • 25 min
    3 Ways To Achieve Personal Wealth And Financial Freedom

    3 Ways To Achieve Personal Wealth And Financial Freedom

    We interact with money all day long—every time we pay for things, get a paycheck, check our bank balance or get a bill.
    How do those interactions make you feel? 
    For most people, dealing with money brings fear, anxiety and the thought that there will never be enough. 
    But Amanda Frances, money guru and best-selling author of Rich as F*ck, says the first step to gaining financial freedom is to get over the idea that we’ll always be playing catchup. When we become aware of how we want to feel about money, we can bring those feelings and that mindset to every interaction. 
    Personal wealth is possible, especially with the right mindset and actions to back it up. Frances knows it’s true because she built her multi-million-dollar brand from scratch and now teaches clients around the world the same principles with great success. 
    Here are three ways to achieve personal wealth and financial freedom: 
    1 . Know it’s possible. The foundation of achieving personal wealth is knowing that it’s possible. Frances says that if she didn’t believe success was possible, she wouldn’t have been able to make any of the moves that made her and her business what it is today. Without knowing that financial freedom is possible, people are more likely to settle instead of pushing themselves and pursuing their goals. But Frances is also clear that you can’t sit around thinking good thoughts and expect to get wealthy. Use the mindset that it’s possible to guide your actions and support your path to personal wealth.
    2 . Believe you’re worthy and show up every day. Frances says the best way to get a raise and start earning more money is to believe you’re worthy of it and show up every day with that attitude. Knowing that you’re worthy of personal wealth and being compensated well for your work comes through in everything you do—the projects you take on, your attitude towards your boss and co-workers and the effort you put in. You can’t walk around thinking you’re inferior and then wonder why you’re treated like you’re inferior and aren’t paid well. That’s especially true for women, who often have to fight harder to be paid well. Frances says the attitude we have at our jobs is what we expect in our lives. When people change how they view their job and believe they are worthy of earning more, they show up differently. And that ultimately leads to them earning more money and gaining financial freedom.
    3 . Expect to be the exception. Women often have to walk the line between coming across as too bold or being too timid. But Frances believes she can be an exception to the rule and that it doesn’t have to be that way for her. The same principle applies in everything from running a business to interacting with customers and managing your money. Don’t assume you’re going to have a negative situation because that’s how it’s always been for other people. Frances gave the example of her boyfriend, who owns a construction company. Late payments and shady deals are the norm, but she taught him to be the exception. Just because it’s the industry standard doesn’t mean it has to be your situation. Take control and do things on your terms to be the exception to the rule.
     Financial freedom starts with the right mindset. Believing it’s possible can put you on the path to personal wealth.
    ________
    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. 

    • 31 min
    Inside Lyft’s Customer-Focused Digital Transformation

    Inside Lyft’s Customer-Focused Digital Transformation

    Since its creation, Lyft has been disruptive. 
    It initially set out to eliminate the friction of getting a taxi. But over time, Lyft has grown into a transportation powerhouse. One reason for its success is its total focus on customers. 
    When faced with the changes and challenges of the pandemic, Lyft took the opportunity to improve its digital services and undergo a digital transformation. 
    The result is a frictionless experience that continues to disrupt the industry and shine as an example for all customer-focused digital brands. 
    Customer-Centric Mindset
    VP of Customer Experience Eric Burdullis says being a customer-centric organization means paying attention to the things that cause problems for your customers. Contact center agents have valuable insights to solve and prevent issues. At Lyft, the technology team regularly shadows customer service to see things from the customers’ perspective. Many employees even drive for Lyft to understand what works with the product and what doesn’t. 
    Burdullis says that brands that aren't paying attention to their customers' problems are missing a big chunk of business. 
    Pandemic Shift
    Like many businesses, Lyft lost almost all its business overnight when the pandemic hit. And as people eventually started leaving home more, customers began contacting Lyft at higher rates about things that had never been issues before, including flexibility and health and safety inside cars. 
    With a new customer mindset and a new world for operating, Burdullis led his cross-functional team to re-think all customer entry points from the ground up through a comprehensive digital transformation. The original goal was to eliminate 90% of contacts while improving NPS. 
    The team talked to frontline agents and managers about the tasks they did every day that they didn’t feel were adding value to customers—things like refunding cancellation fees or providing the repetitive quick responses. That list grew to include every problem a customer may face. 
    From those thousands of ideas, the team prioritized the customer issues and questions into two groups: those that could move to the app and those that could be proactively delivered.  
    Lyft’s previous contact form came from the website, but the digital transformation moved almost everything to the app to create easy access points. 
    Instead of waiting for customers to contact the company, Lyft shifted to proactively reaching out to customers who may have a specific issue or providing self-service options to answer questions and resolve problems quickly. The transition required strong data analysis efforts to track the entire customer journey.  
    Lasting Transformation
    Coming out of the pandemic, Burdullis says Lyft offers better service and in-app connected service to chat and human agents. Instead of all customers having to use the old web help form to connect to a human agent, Lyft is thoughtful about every piece of the journey and intentionally designs with customers in mind. 
    Although Lyft didn’t get to its goal of eliminating 90% of contacts, Burdullis considers 65% an incredible win. The digital transformation also improved Lyft’s customer effort score by double, making it twice as easy for customers to get resolution. 
    Lyft’s digital transformation is continually evolving, just as customers continue to change and adapt. With a goal to make the experience as easy as possible for customers and a mindset that puts customers at the center of every decision, Lyft sets the foundation for long-term customer success.  
    ________
    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. 

    • 28 min
    Earth Month: Conservation Efforts Now Help Future Generations

    Earth Month: Conservation Efforts Now Help Future Generations

    Customer experience isn’t just about serving today’s customers—it’s about creating a culture and environment that can benefit future generations. 
    That’s especially true when it comes to conversation efforts.  
    Creating a better world for future customers and growing generations means believing in something better and that the world can grow and change. 
    Creating Programs Now to Benefit the Future 
    Lisa Diekmann, President & CEO of Yellowstone Forever, is a strong believer in conservation efforts that benefit future generations. She says providing a great experience is all about honoring the history of the past while looking toward future trends and creating a place everyone can enjoy for years to come. After all, nature is the great equalizer—if we protect it. 
    Like national parks and natural wonders around the world, Yellowstone saw a huge increase in visitors over the past two years. The park and its non-profit partners responded with a wide variety of programs and experiences for all types of people, from glamping and family-oriented trips to backwoods camping. But Diekmann points out that although every visitor can have their own unique experience at the park, they are all tied together by the need to conserve Yellowstone for future visitors.
    Investing in Future Generations 
    To celebrate its 150th anniversary, Yellowstone National Park recently began selling Inheritance Passes. The $1,500 donation secures guests an annual pass for 2022 and a pass to use in the year 2172. The goal is to improve the park now and give the pass to future generations to use in another 150 years. The campaign shows the impact current park guests and customers can have on the future. Although they won’t be around to see the park in 150 years, they can still contribute now to make sure it’s around.  
    As the world’s first national park, Diekmann says Yellowstone is an example of conservation to organizations worldwide. The park and Yellowstone Forever feel responsible for rallying guests around improving the environment, even through small changes. Current conservation projects include installing low-flow faucets, replacing old light bulbs with energy-efficient models and establishing EV charging stations. On their own, these changes may seem relatively simple, but they can yield major future results. 
    Conservation matters for every business, not just those tied to nature. Making small changes and rallying customers to invest in the future can create a better world for those to come.
    ________
    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. 

    • 23 min
    How To Improve Utility Company CX

    How To Improve Utility Company CX

    Among the industries known for low customer service and satisfaction is utility companies.  
    For decades, utility companies have operated in heavily regulated markets where customers can’t choose their provider. As a result, customer experience and customer care are low (or non-existent) priorities for many utilities. 
    But as technology changes and more companies enter the utility market, customers have more options for clean energy than ever before. And that means all utility companies have to improve their customer experience to connect with customers and provide convenient, personalized experiences. 
    Cosimo Spera, Founder & CEO of Minerva CQ, says that utility companies have a mandate to save the planet. And that path to de-carbonization starts with empowering customers as they request a plan sourced from clean energy. 
    A goal of saving the planet for future generations may seem lofty, but it begins with applying the right technology and involving customers. Improving utility company CX requires using technology that turns the perception from being bad at customer service to a company that eliminates customers' problems or solves them with maximum satisfaction.  
    As an accomplished mathematician, Spera compares customer care to an equation where the two sides must be equal. In CX, those two sides are customers and contact center agents. Companies looking to improve their experience often invest in providing great customer-facing solutions. But that makes for an unequal equation. A well-rounded customer equation also requires empowering agents and providing them with solid solutions to serve customers. 
    As companies invest in technology, they often do so at the risk of removing the human experience. Spera says the best approach is to combine the power of AI with the power of humans for collaborative intelligence. AI algorithms can streamline and speed up operations, but humans are still better at tracking emotion and building connections with customers. Bringing those two elements together in the customer experience creates a convenient and personalized experience while also building relationships and addressing emotions. 
    One of the most common problems in utility is a lack of first contact resolution. Customers often have to call multiple times to report a power outage and find answers and an estimate of when the problem will be resolved. Empowering agents with more information and AI-enabled resources and scripts increases their ability to solve problems immediately. 
    The utility company needs a CX overhaul. Prioritizing customers and agents and providing the right tools can transform the experience and empower customers on their path to clean energy and improving the planet.
    ________
    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.

    • 33 min
    How To Put CX At The Center Of Your Business

    How To Put CX At The Center Of Your Business

    Success comes from making customer experience central to your business. And that requires streamlining the experience for both customers and employees.  Steve Harding, Area Vice President of ServiceNow, says customer service starts with an effortless experience. Many companies focus on channels, but channels don’t solve customer problems, especially if they aren’t connected. Too often, customers start with one channel but are bounced around and have to try numerous outlets before they can actually get the help they need.  But when customer service is central to a business, the entire company and its technology are oriented to put customers first. 
    Harding says efficient workflows are crucial to creating effortless experiences for employees and customers. As the number of possible channels grows and customer queries can come from various sources, legacy systems often can’t keep up with increased demand. It’s difficult for agents to respond with the correct information when pulled in multiple directions and use multiple screens and programs. 
    Simplified workflows allow employees to work more efficiently, which allows them to do what they want: serve customers. 
    The pandemic highlighted the importance of efficient workflows, especially as contact center agents started working from home and managing more calls. Harding says companies need to offer consumer-grade experiences to their agents so that agents can run their whole day from their mobile phones if needed.  
    Investing in self-service and knowledge management systems also reduces much of the burden on agents and allows customers to help themselves quickly. Harding notes that self-service is especially important in the B2B space, where customers increasingly demand the same experiences at work that they enjoy as consumers. Smart B2B companies emulate consumer experiences by providing resources and knowledge to empower their customers. Harding cites the example of a medical technology company that created a self-service portal for desktop and mobile uses that gives customers a central place to learn about products, book appointments, and more. 
    Self-service changes the workflow for human agents and allows companies to provide great service while also working effectively. Putting customer experience at the center of the company requires changing processes and systems to create great experiences for customers and employees.  
    At the end of the day, customer service is a human experience. Instead of focusing solely on technology, companies need to remember the humans behind the technology and use systems to support and help people instead of taking over the experience. Aligning workflows with a customer focus puts CX at the center of the business and creates smooth experiences for everyone involved.
    *Sponsored by ServiceNow
    ________
    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 new Customer Experience Community here.

    • 31 min

Customer Reviews

4.9 out of 5
47 Ratings

47 Ratings

alameda8 ,

Amazing energy!

Blake Morgan is quite the interviewer and the energy she brings to the podcast makes me want to listen again and again!

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.

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