The Experience Edge Ep.7 - The 10-Second Customer Journey - Todd Unger
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In this conversation, Todd Unger, Chief Experience Officer at the American Medical Association (AMA), discusses his journey in transforming the organization to focus on growth through customer experience. He emphasizes the importance of understanding the target customer, creating a compelling brand proposition, and the role of digital transformation in achieving these goals. Todd shares practical insights and examples from his experience, including the development of a customer experience strategy and the creation of his book, 'The 10 Second Customer Journey.' In this conversation, Todd Unger discusses the importance of simplicity in branding, the process of building products that deliver on brand promises, and the significance of brand sentiment in driving membership. He reflects on the lessons learned during the pandemic and emphasizes the need for streamlined commerce processes and effective storytelling. Unger also highlights the importance of eliminating friction in customer experience and shares insights on the future of customer experience and growth strategies.
Guest Bio:
Todd is a transformational leader with a real edge on Experience, known for his "productive disruptor" mindset he turned his company upside down to focus on one thing: growth.
With over a decade of expertise in consumer product marketing and advertising, he has a laser focus on the customer, ensuring that business and digital transformation are always customer-centred. Currently serving as Chief Experience Officer at the American Medical Association, they drive initiatives that blend product, marketing, e-commerce, community, and service to boost membership and enhance the impact of the organisation’s mission.
He’s the author of the 10-second customer journey. A playbook on customer experience, offers a groundbreaking step-by-step framework that redefines the way businesses approach customer interactions.
Chapter Breakdown:
00:00 Introduction to Todd Unger and AMA
02:01 Defining Growth at a Legacy Organization
04:31 Digital Transformation as a Growth Driver
06:31 Breaking Down Silos for Success
11:16 Redesigning Email Campaigns for Impact
16:01 Overview of the Seven-Step CX Framework
20:51 Redefining Target Customers in 4D
25:31 Creating a Compelling Brand Proposition
30:01 Delivering on the Brand Promise
36:01 Streamlining the Commerce Process
40:31 Building a Strong Storytelling Platform
50:01 Eliminating Friction Across Touchpoints
55:01 Lessons for CX Leaders
Takeaways:
- The point of customer experience is growth.
- Membership growth is a challenge for associations.
- Digital transformation is key to member engagement.
- Aligning marketing, product, and service is crucial for growth.
- A culture of testing and experimentation drives innovation.
- Understanding the target customer is foundational for success.
- Segmentation should be driven by data, not assumptions.
- A compelling brand proposition resonates emotionally with customers.
- Simplicity in messaging is essential for clarity.
- Leadership support is vital for organizational change. Simplicity in branding can lead to better customer understanding.Digital brands excel by conveying their message quickly and effectively.
- Creating a product that aligns with brand promises is crucial.
- Brand sentiment is a key metric for membership success.
- The pandemic reshaped how organizations express their brand strategies.
- Streamlining the commerce process enhances customer experience.
- A strong storytelling platform is essential for engagement.
- Eliminating friction in customer journeys can drive growth.
- CX should be embedded in operational units for effectiveness.
- Continuous learning and adaptation are vital for organizational growth.