Justin Gonzalez, former Director of Customer Empowerment at Square, discusses creating 'legendary' customer experiences using AI, addressing the impact of bad bots on customer reluctance. The podcast also explores embracing innovation in digital support channels and the importance of using AI to care for customer needs.
Legendary customer experiences are created by using AI to genuinely care about customer needs.
Bad bots can increase customer reluctance towards AI, emphasizing the importance of ethical AI implementation.
Deep dives
The Evolution of AI in Marketing and Customer Experience
Justin Gonzalez, a marketing and customer experience expert, discusses his journey into AI, starting with marketing automation over a decade ago. He emphasizes the importance of creatively integrating technology to enhance customer interactions, from email nurture funnels to lead acceleration. Justin's small team approach and curiosity drive him to constantly innovate and improve efficiency using automation, even before the surge of AI.
Crafting Legendary Customer Experiences
Justin delves into the concept of creating legendary customer experiences that customers want to share with others, akin to tales from mythology. He highlights the importance of providing magical moments that leave a lasting impression and foster word-of-mouth promotion. Justin draws parallels with his personal experience with Nike, where the brand's products enabled him to achieve significant milestones, illustrating the power of customer-centric legendary experiences.
AI as an Enabler for Efficiency and Customer Success
Justin addresses the dual challenge of delivering legendary customer experiences while optimizing efficiency within customer success organizations. He discusses the role of AI in driving productivity and reducing costs, emphasizing the need for strategic collaboration across functions. Justin advocates for aligning objectives and leveraging AI to enhance customer support journeys, underscoring the importance of AI-driven automation to elevate brand interactions and customer satisfaction.
The Future of Customer Experience and AI
Looking ahead, Justin predicts a paradigm shift towards digital support channels, with a decline in traditional phone-based interactions in favor of chat-centric approaches. He anticipates the transformation of customer support careers, emphasizing the growing importance of communication and emotional engagement skills in digital interactions. Justin envisions generative AI revolutionizing customer insights and career trajectories within customer support, signaling a significant evolution in the customer experience landscape.
Let’s be honest, not every customer experience is created equal. But what separates a brand that lasts the test of time from a brand that only creates superficial connections? With studies showing that consumers are concerned about how businesses are using AI to engage with them, it’s time to think critically about what makes a customer experience feel “legendary.”
Justin Gonzalez, most recently Director of Customer Empowerment at Square, says that these experiences only come about when AI and automation are used in service of caring about customer needs — and creating memorable experiences in every interaction.
Join us as we discuss:
What it means to create a “legendary” customer experiences
The trouble with bad bots — and how they increase customer reluctance toward AI
Innovation in the ongoing shift toward digital support channels
Get the Snipd podcast app
Unlock the knowledge in podcasts with the podcast player of the future.
AI-powered podcast player
Listen to all your favourite podcasts with AI-powered features
Discover highlights
Listen to the best highlights from the podcasts you love and dive into the full episode
Save any moment
Hear something you like? Tap your headphones to save it with AI-generated key takeaways
Share & Export
Send highlights to Twitter, WhatsApp or export them to Notion, Readwise & more
AI-powered podcast player
Listen to all your favourite podcasts with AI-powered features
Discover highlights
Listen to the best highlights from the podcasts you love and dive into the full episode