Defining Moments in Customer Experience

What is a customer experience? An experience is something we remember. It’s something exceptional—good or bad. That’s it. And we generally associate it with our own decisions! (Like, did I make a good decision or a bad decision?) We make about 35,000 decisions per day. That’s about 36 decisions per minute (during our waking hours). So we make over 12 million decisions per year. The average life expectancy (in the United States, at least) is 79 years. So we’re each going to make about 1 billion decisions in our lifetime. And most of these decisions will be at (or about) work stuff! How old are you? How many experiences do you remember? The things we are most likely to file away as our best memories are a few experiences that stand out—experiences that break the script (good or bad). If we double-click on marketing, what customer experiences do we remember? That’s the difference between stuff that just happens the way it’s supposed to (the script) and a real customer experience (good or bad). In this podcast we talk about defining moments in customer experience.

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Episodes

Thursday Nov 03, 2022

Here’s what you want for your brand: 
 
👉 your prospects can instantly recognize it
👉 it’s so agile that it sparks creativity
👉 your employees know how to embody it
 
But, how do you do all of that? Can it be done with AI? Should you follow trends? How do you increase your brand’s longevity? 
 
In this episode, we explore how you can create a unique but effective brand so that you can be a leader in your market segment
 
“If you look like everyone else, you have to spend a lot more money to get people to remember that it's you and not someone else in the same category.”
 
What we discussed: 
(02:00) Holistic model for customer experience 
(04:30) What happens if you skip steps? (a story about making a silver ring)
(11:55) AI marketing vs. soulful marketing 
(14:35) 3 key elements of building a brand 
(17:10) Can your prospects recognize you?
(19:05) Cost of keeping up with trends 
(22:21) Creating a timeless brand 
(33:10) Agile brands vs. rigid brands 
 
3 things to remember: 
3 key things to consider when building a brand: (1) Can you validate that the idea is differentiated from the competition? (2) Is it scalable and flexible over time? Can it be iterated to be kept alive so that the brand remains fresh? (3) Is it relevant to your audience? 
Your brand comes down to 3 things::  do people know who you are? (brand recognition); do they know what you do? (functional association); and do they know what you’re like? (brand attributes)  
There has to be a way for your customers and clients to express themselves through your brand. They have to feel like they belong to your brand, they have to feel validated by it. They have to feel like they can filter your brand through their own attitudes, behaviors, and beliefs. Empower people to express their own creativity through the context of your brand. 

Tuesday Oct 18, 2022

On one hand, there’s your marketing. On the other, there’s what really happens when a customer interacts with you. Are the two experiences in sync? Breaks in continuity and alignment between marketing, sales, brand, and product experiences can halt your growth. We share a story about that.
 
Nancy went to a sausage store she has been eyeing for quite a while because of all the news coverage around it - find out what actually happens when she gets there and what it has to do with creating an aligned customer experience. 
 
“you create a customer experience whether you're aware of it or not”
 
What we discussed: 
(01:22) Marketing vs. customer experience 
(02:42) Real-life experience vs. marketing (storytime)
(08:42) Why customer experience isn’t linear 
(16:15) How expectations affect customer experience 
(20:14) Defining moments vs. bland moments in customer experience
(24:47) Why some customer success teams have high turnover 
(29:07) Your vision vs. what you actually deliver  
(34:49) What exactly is customer experience?
 
4 things to remember: 
Definition of customer experience: the perception that people have about the quality of time they spend with your company. 
Your marketing and your real-life experience have to mirror each other. If you have great marketing, you set the customer’s expectations to look for greatness in their experience with you as well. If there is a gap between the picture that marketing draws and the real-life experience - there will be lots of disappointed customers. 
The expectations people have around what your brand experience should be don’t only originate from what you put out into the world but their previously held beliefs as well. Your customer experience can disrupt those beliefs in a delightful manner or in a disturbing manner.
When there is a disconnect between the brand, marketing, and product experience there will be significant customer success issues because even if customers are buying the product, they’re doing so for the wrong reasons. 

Monday Sep 12, 2022

Your brand and how you invest your time and money as a company must be in alignment. If they aren’t either what you do must change or your brand must change. In this episode we discuss why companies rebrand, when to rebrand, and how to rebrand. We chat about bad reasons to rebrand, when rebranding is absolutely necessary, how much you spend when you rebrand, and why research is the most important aspect of rebranding. 
 
What we discussed 
 
(02:27) Episode overview and who is Nancy Crabb?
(05:24) What is this channel about? 
(06:44) Why should you rebrand? 
(17:24) When is the right time to rebrand?
(19:20) Why tons of companies rebranded during the pandemic
(22:21) Branding vs. lead acquisition 
(26:40) Are subscriptions better than retainers?
(28:07) Why rebrands fail 
(34:33) How to start rebranding
3 Key Takeaways 
The pillars of customer experience are: brand experience, marketing experience, sales experience, product/service experience, and customer success. 
The evolution of your expertise warrants a rebrand. Rebrand when you feel you are now more or different than you used to be. A rebrand sends a message that something has changed. Your brand is a manifestation of the attitudes, behaviors, and beliefs that people have about you.
When companies struggle with converting leads, they often think there’s an issue with their demand generation. However, usually, the problem is that the brand is creating a different expectation for people than they are experiencing from the sales and/or marketing of that company. 

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