The Modern Customer Podcast

There’s never been a more exciting or more challenging time to be a marketer. Customer expectations are changing by the minute, meaning marketers have to be on the ball to keep up with new ideas. How can they help their companies grow while still keeping their brand current and relevant?             According to Sally Jenkins, CMO of Informatica, the key is to understand the customers and always be looking forward to a new opportunity. Sally shared her experiences leading a recent rebrand at Informatica. Rebranding is about much more than just changing the logo—it is a chance to make sure messages and goals match what customers want and expect. While a full rebrand doesn’t need to happen on a regular basis, companies should constantly be testing their messages with customers and honing their communication in an ever-changing world.             The first step of a rebrand is to understand what customers are saying about the company. This can be done with surveys, events, or break-out sessions to get a better understanding of what customers feel about your company and where they are in the customer journey. This information gathering should be open and honest—it acts as the basis for your updated brand, so information that isn’t completely accurate could lead to ineffective results and a brand that isn’t truly aligned with what customers are looking for. The end goal of the first stage of rebranding is a complete understanding of where customers are and where your company can take them.             From there, companies need to synthesize the information and combine it with other data to find a way to translate what the customers want to the company’s messages, look, and feel. This is where the brand identity is created and when the visual aspects of the brand are connected to goals and vision of the company.             Sally stresses the importance of first launching your new brand internally with employees. By thinking about employees as your first customers, you can help employees realize how to use the company’s values in the decisions they make at work every day. Once the employees are on board and understand the updated brand, the messages can be spread to external customers for a cohesive customer experience.             Rebranding is something that needs to be thought about on a regular basis and continuously adjusted as the needs of the company and its customers change with new technology and ideas. One of the best ways to do this is to use data for predictive analytics. Combining the science of data with the art of marketing helps CMOs and their teams stay on top of trends and lead the charge for innovation. In the ever-changing marketing world, data helps companies make informed decisions about effective ways to reach customers.             To truly keep up with innovation and growth, companies should always be proactive and find ways to disrupt the status quo. In a world where customers where define your brand no matter what, it’s up to the marketers to take charge and help set the narrative the reflects your true brand.    

Digital disruption is inevitable, especially as new technology emerges at a rapid pace. But instead of being disrupted, it’s up to companies and leaders to take charge and become the disrupters themselves. According to Michael Sutcliff, CEO of Accenture Digital, the future of customer experience is all digital and focuses on personalization. However, creating a plan on a whiteboard and actually putting into into action at scale in the real world are two very different things. In order for a digital strategy to truly be effective, companies must be able to adapt their digital technologies and learn more about their customers’ intentions over time. Preparing to be disrupted isn’t something that happens overnight—companies must work at it and plan to adapt their strategy. Many of the companies that struggle with digital disruption are those that don’t want to put the work in or don’t know where to start to move towards the digital space. Some companies put lots of effort into the front end of customer experience without realizing the changes that need to be put into the back end and the supply side. Creating a strong digital customer experience is both an art and a science that requires work and planning on all sides. Instead of relying on legacy technologies like outdated call centers, many organizations don’t realize the importance and potential of a digital customer model that can be much more efficient and interactive. In the digital space, disruption can come from any other industry, not just those that are right around your company. Consider the example of Airbnb: it paid attention to customers to realize what they really want is an experience. The company then partnered with other brands, such as transportation or ticketing companies, to take advantage of their technology and create a package for Airbnb customers that gives them everything they need for a great experience. Airbnb wasn’t disrupted by other industries but was able to leverage their technology to disrupt Airbnb’s current model and create something more efficient and successful. But no matter how much technology is added, customer experience will always be human centered. Technology is simply the supporting tool to create a good experience for a human, whether that is the customer or an employee. The best digital strategy can’t create a strong experience if the human skills and connections aren’t there. Companies should work to truly understand customer intentions instead of just caring about how much money each customer earns for the company. Customers can quickly see when a brand doesn’t truly care about or understand them. New digital technologies provide companies the opportunity to greatly improve their customer understanding and interactions—companies that don’t keep up or lead the pack of disruption will quickly fall behind companies that are embracing disruption. Digital disruption has the potential to fundamentally change how an organization does business and interacts with customers—but it’s up to the company to take charge and lead the change.

Steve Hirsch has perhaps one of the most daunting data jobs in the world. As chief data officer at the Intercontinental Exchange and NYSE, his team is faced with massive amounts of data that relate to financial markets around the world, and it all has to be safe, accurate, and usable. It’s a big job, and one that has evolved over recent years with changes and new technology. One of the biggest changes has been the growth of artificial intelligence, but Steve says we are using the term AI too much and often applying it to technology that doesn’t actually involve artificial intelligence. Steve cites the example of Apple’s Siri, which appears to be AI but is actually just programmed to answer questions in a certain way without taking insights from around and making her own conclusion, which is what actual AI would do. Automation is playing a large role in the trading spaces, as some exchanges have replaced human traders with computer-based trading machines that use algorithms to find the best deals. Because so much of what happens in finance is driven by models and technology, the industry has faced a number of changes in the past years and decades. To be successful and keep information secure, data experts in the field need to stay informed and on top of the latest trends. In the data-driven financial world, the Intercontinental Exchange is always looking for ways to incorporate new technology, whether that means building it themselves or going through a good vendor. The main goal of the Intercontinental Exchange is to provide financial data to traders, investors, and academics. That means making sure customers have the information they need to manage their own risks and providing a trusted environment and network that is secure enough for customers to do their required work. The same principles apply to any tech-based business: the goal is always to keep customers’ data safe and secure and provide them the resources to get the job done. Data, especially related to finances, is particularly prone to volatility. To be successful, organizations need to be prepared for volatility. It shouldn’t be feared, but rather thought of as a way to test that the team has done their jobs properly. Anything from changes in the market to political events, terrorist attacks, and natural disasters can have a big effect on the industry. These events can’t be predicted, so constantly managing data and making sure it is always secure and accurate is incredibly important. For people wanting to get into the data space, Steve says there are lots of opportunities. Some of the biggest demand now, especially for organizations that analyze massive amounts of data, is for data scientists and data engineers who can understand data and algorithms to make business decisions. The financial markets affect us all, and having the right data drives smart decisions to keep the markets thriving. Your organization doesn’t have to be as big as the NYSE to take advantage of data—by staying on top of tech trends and avoiding being disrupted with volatile actions, any organization can work towards success.

Things in the world of customer experience are constantly changing, and the CIO is no exception. Instead of simply sitting back and waiting for things to happen, today’s CIO plays a more proactive role in finding forward-thinking solutions for the company. That’s according to Jason Richard, CIO of Lucky Brand. While the old CIO position may have been limited to the technology side of the business, Jason is involved in many facets of the organization as he looks for ways things can run more smoothly, be more efficient, and leverage new technology. This is incredibly important in customer experience as modern customers demand a consistent, tech-based experience. Even something as seemingly simple as offering free WiFi in stores can utilize new technology and greatly improve the customer experience.             As more customers take their shopping online, the CIO plays a large role in making sure customers have a consistent experience no matter where they are shopping and that they don’t see any barriers between shopping location. In Lucky’s case, customers could be on the website, in a dedicated Lucky store, or at a partner department store, so Jason and his team ensure the technology is the same and that employees can provide customers with the products they need. This includes making sure the company has the best technology to track inventory, accept payments, and communicate with customers. If a customer purchased a product online but wanted to return it in store, as is very common in today’s world, the company needs to have the right technology to make that transaction possible. Without proper systems and employee training, customers could be left with a frustrating situation and no way to change it. The CIO’s job is to deliver on capabilities to make the customer experience great.             The role of the CIO has already changed, and it will continue to evolve as technology and the customer experience changes. The focus going forward isn’t simply on making sure computers work and the lights stay on, but rather on delivering on ROI and using technology to make a strategic impact in the company. CIOs can’t sit back and wait for other business leaders to come to them with needs of the organization—they must get enough pull behind them that they can innovate and proactively put the right technology in place to drive the organization forward and build a strong customer relationship. In order to do that, CIOs need to be aware of their business, the industry, and the latest technology.             In a world filled with evolving technology, customers expect a strong tech-based experience. The CIO can implement changes to greatly improve the customer experience and stay ahead of the technology curve.

Wells Fargo, a company that recently created its first chatbot, shares insights on the benefits of chatbots for businesses. They discuss how chatbots offer self-service with a conversational interface and the potential for a higher level of customer experience. The podcast also covers topics such as the rise of social media in customer service, the importance of security and encryption technologies in chatbot development, collaboration between marketing and customer service on social media, and the future of AI in customer transactions.

It used to be that customer experience took place in person or when a customer called a support line; however, the interactions of today’s modern customer are much more digital, meaning there is a huge need for a technology stack to drive a strong customer experience.             According to David Rowley, CTO of IAC Publishing Labs, customer-driven technology can make a huge difference within an organization, but it also needs to be thought through so that it is strategic and efficient. Many companies build with themselves in mind instead of their customers, but forward-thinking organizations with the best customer experiences put themselves in the shoes of the customer and think about how their customers interact with the brand. By breaking down the interaction into every touch point, companies can focus on the technology that will best meet the needs of the customer and the goals of the company.             The key to a strong technology stack is to make a seamless experience for the customer. Although internally things might be divided amongst various teams and apps, the customer should be able to have the same experience no matter if they are communicating with a brand on social media, browsing products online, or calling in with a question after making a purchase. Many companies focus solely on the discovery phase of the customer journey when customers are choosing which product to buy and doing their research. While that part is incredibly important and is often what drives customer growth, it shouldn’t be prioritized at the expense of the later customer stages. After a customer has purchased a product or chosen a service, they can be turned into powerful brand advocates and have the potential to build a strong relationship with the brand. These customers can turn into a valuable tool for referrals and expanding a brand’s message, but oftentimes the step is forgotten.             Along each step of the customer journey, there should be systems in place that build connections between the brand and the customer and offer a personalized experience that customers will want to share. In order to be truly effective, brands need to combine systems of engagement, or the things they use to interact with customers, with systems of record, or the back-office programs that track customer information. Tying these systems together is critical to monitor and stay on top of the modern customer experience.             One of the biggest challenges of the modern customer experience is integrating technology stacks that will last as technology changes and evolves. The key is to focus on the problem you are trying to solve and to understand how customers want to interact with the brand. Some brands have success going through a single stack provider, while others like to piece together services from a number of vendors; there isn’t a one-size-fits-all solution, but rather each company needs to do what is best for their strategy.             The key to staying ahead of the modern customer experience is understanding technology and how the right stack can help companies better understand and interact with customers.  

Anyone who says it’s a man’s world clearly hasn’t seen the impact women can have on customer experience. As more women flock to customer experience roles and opportunities and bring their unique perspectives and skillsets, it’s becoming clearer that women are in a unique position to lead customer experience. According to Denise Lee Yohn, a brand-building expert with more than 25 years experience, women have unique points of view that lend themselves well to customer experience. Among those is the natural ability to be empathetic, which is especially important because customer experience really boils down to understanding the customer and what they want. Women can also stand out in a field of men, which gives them more opportunities to shine and share new ideas. As diversity and inclusion becomes a bigger focus at many organizations, not having women involved in customer experience makes companies seem out of touch. After all, women are half of the customer base, so leaving them out of the decision-making process could be disastrous. I interviewed Denise Lee Yohn on the modern customer podcast. Listen to it here. That’s not to say that women don’t face challenges in the customer experience space. Some women have to battle with being stereotyped, and not being thought of as credible. Many women suffer from imposter syndrome, at least as they move up in the leadership ranks. That means they don't feel as powerful as they seem and they must fake it until they make it. Society often tells women even in 2017 that their worth is based on their looks, rather than their mind and their work. When you look at the top of politics, of corporations, and even of keynote speaker line-ups, we still mostly see men. Where are the women? We are here, but we face many hurdles uphill, but must support each other in our effort to create more opportunities for women. Along with personal challenges, inside of corporate America there are challenges women face internally at companies. In many organizations, customer experience is divided across multiple departments, meaning that to truly make an impact, a woman has to be able to influence beyond her scope to people in other areas, and many organizations aren’t currently set up for women to do that. In order to be most effective, many women rely on their content to override the prejudices and use a more logical and analytical approach when discussing customer experience with men. According to Denise, customer experience is very connected with employee experience—if employees don’t understand or aren’t motivated to deliver a good customer experience, it is much more likely that they won’t. The most successful companies develop an internal culture that is aligned with their brand that then connects that to the customer experience by linking what customers need to what employees need. When employees are treated well and feel valued and connected to the brand, they are much more likely to share those experiences with customers. This strategy seems to work well with women, who often naturally like to make connections between groups and people. For a woman to break into the customer experience space, she must embrace her differences and channel that unique perspective into something that can contribute to the company. Being deliberate about your career and the skills needed to succeed can make a big difference. It may be an uphill battle, but women are making great progress in the customer experience space and proving they can connect with customers and drive results in a new way. Denise Lee Yohn is a fabulous speaker and thought leader and I had a wonderful time interviewing her for my show. She is an important voice to follow. Blake Morgan is a customer experience futurist, speaker and author of the book More Is More. Sign up for her newsletter here.  

Sheryl Connelly is the in-house futurist for Ford Motor Company. You might be surprised to know she doesn’t ever talk about cars. As futurist she says she often finds herself “in the role of the polite contrarian.” If you listen to Sheryl, she’s a wealth of knowledge about self-driving cars, to shifting gender roles, to how and why companies need to work on building trust with consumers. Her job involves playing the role of contrarian. At Ford she spends time asking her colleagues about their own assumptions around their work. And this is the role of the futurist, to pose possibilities and various scenarios around the future and what could be. Technology has sped up the rate of change and this is why the role of the futurist is more important than ever. “The reason we have so many futurists today is we have so much change happening so quickly. I need to put in the opposite vision just so you can entertain it," said Cheryl. Futurist As Storyteller  Part of being a futurist is painting possible pictures of future scenarios. This role is part researcher, statistician but more importantly storyteller. As a storyteller you have the potential to tell an optimistic story of the future or a negative one. Sheryl said in our podcast, “If you’re an optimist you have rose colored glasses. That includes economic growth, prosperity, improved quality for masses, education for all, disease and suffering eradicated. But you always have to compare it to the exact opposite.” Sheryl is an optimist but does her best to stay neutral. She said, “It’s much easier to imagine the many ways to things can go right than go wrong. The end game isn’t to see who wins, but to see how expansive you can get with your thinking.” Sheryl is very measured when she speaks about the future, even self-driving cars. When I asked her in our interview what impact the media hype has on the work at Ford around self-driving cars she said, "The media hype doesn’t drive what Ford is doing. Ford has been working on autonomous vehicles for decades. The really big obstacle is the other stakeholders, barriers or hurdles. [For example] How do you resolve issues surrounding insurance, legislation, data privacy, protocol, partnerships with cities, infrastructures, public and private collaboration in place to monetize the infrastructure?" She added, "who should be in those discussions?" Self Driving Cars - The West Isn't Ready According to Ford the West isn't ready for self driving cars. The reason might surprise you. Ford did research in eight different countries around self-driving cars. What they found was 84% of people in India and 78% of people in China said they would drive self-driving cars. While in the US only 40% of people said they were ready for self-driving cars, and an even lower number for the UK. Sheryl said, "We didn’t ask why, but our theory is that China and India have the most egregious congestion takes place, unimaginable for westerners to comprehend. In Beijing the average daily commute can be five hours a day. This isn’t an infrastructure problem since in Beijing they have a highway 50 lanes wide. They suffered a traffic jam that lasted 12 days long." She believes that this is why in China an India people are ready for self-driving cars. You also have more fatalities because of cars. However the West is a different story. According to Sheryl in the West the car is an extension of personal identity – the car symbolizes freedom and independence. It’s hard to give that up. She noted that autonomous vehicles could add to gridlock. In the podcast we talk about the 2017 Predicting The Future Report released by Ford. The research talks about building customer trust, the rising role of women in society and sustainability. The Rising Role Of Women We talk extensively in the podcast about the rising influence of women and Sheryl talks about how she presents these ideas to various teams at Ford. She said, “The rising influence of women is something we pay attention to.” She illustrates to her team members who the rising influence of women impacts society in a variety of ways. “Let me show you how that’s playing out in education, budget planning, board membership and company performance. Let me tell you what women are telling us about our cars. Let me tell you how women are responsible for 80% of household decision making. Let’s look to other arenas for insights that might change the trajectory of our conversation,” said Sheryl. Sheryl is very unique in her role as in-house futurist. You won’t want to miss our conversation on the modern customer podcast. For more from Blake M

There’s no doubt that technology is changing faster than ever before. At the heart of that in the business setting is marketing, which is becoming a driving force behind putting that new technology into action to reach out to customers and make sure a company is communicating in the right way. One of the biggest changes in the tech and marketing world is artificial intelligence, which will play a major role in the coming years.             According to Morag Lucey, the CMO of Avaya, a modern CMO needs to understand all the intricacies of modern technology, including AI. That’s because new technology changes the way marketers do their jobs—in order to truly be effective, they must really understand which technology is the most relevant and how it works. AI wasn’t even on the radar of many marketers just a few years ago, and now it is one of the fastest-growing technologies. Staying on top of things is vital. The new generation in marketing means that the paradigm has shifted and now marketing is responsible for a larger portion of the pipeline. Technology requires companies to continually transform—what Avaya started out doing 100 years ago is now obsolete, meaning the company has had to transform and pivot many times since it was founded. Marketers are key in helping their company transform and in understanding how to change a company’s identity through technology.             Marketing really comes down to communication and making sure you are interacting with customers in the best way. As technology becomes more integral, the CMO, CIO, customer experience officer, and others all play a part in ensuring that the customer experience is seamless. Much of this will happen through machine learning and taking advantage of robots and AI to communicate with customers quickly and efficiently.             One of Morag’s biggest concerns with changing technology is how it affects the skillsets of employees. The entire discipline of marketing is changing, meaning it is more important than ever to have strong talent in an organization. Investing in employees to ensure they have the skills they need for the future is absolutely critical. Artificial intelligence will play a major role in marketing, which means having employees who can understand the process and visualize how to combine human interaction with machine learning will be huge.             As for the future of marketing, Morag predicts that marketing will be the top revenue generator for companies within five years, meaning that now is the time to get a firm grasp on technology and how it can transform a company. AI and other technology is transforming how companies operate and market themselves. Leveraging that technology can make all the difference in a successful company that avoids getting disrupted.    

It’s an age-old marketing question: do you focus on all our customers or only target those who are most likely to drive results? According to Dr. Peter Fader, marketing professor at Wharton, and Tiffani Bova, global customer growth and innovation evangelist for Salesforce, the answer is simple: customer centricity.             The idea behind customer centricity is to recognize that not all customers are created equal. Building on the differences in the customer base can be much more effective than simply using a blanket approach for all customers. By focusing on top customers and surrounding them with product recommendations and extra services, they can have an excellent experience and keep coming back for more. That’s not to say that middle and lower-tier customers should be forgotten—effort should still be put into finding the right messages and products to appeal to them, but the focus should be on targeting the right products and messages to each customer group individually.             In order to truly utilize customer centricity, a company should have a good idea of its brand and why it appeals to customers. Using the vast amount of data now available, teams can see what the customers bring to the brand and what the brand brings to the customers. By understanding what drives a customer to use your product or service, you can better appeal to their needs and know how to reach out to them in the future. Much of that comes from building a strong brand that customers feel they can trust. When customers feel they can connect with a brand, they are more inclined to repeat their business, especially when that strong brand messaging is combined with product recommendations they can trust and use.             Companies that best practice customer centricity make it an integral part of their brand and make a focus on the customer a hallmark of their work and culture. Customer experience is just one part of customer centricity, and companies that can build their brands, reach out to the right customers, and leverage metrics will be able to create a loyal customer base and drive great success.