The Experience Edge

Jim Kalbach, a leading expert in experience design and author of influential books, joins to discuss the Jobs to Be Done (JTBD) framework. He highlights how JTBD refines understanding of customer needs and integrates seamlessly with journey mapping. The conversation covers the importance of job metrics, especially in healthcare, and practical strategies for implementing JTBD in organizations. Jim also emphasizes the balance between AI and human insight in research, advocating for collaborative approaches to enhance decision-making and customer experiences.

Visit us at ⁠⁠⁠www.theydo.comSummaryIn 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 AMA02:01 Defining Growth at a Legacy Organization04:31 Digital Transformation as a Growth Driver06:31 Breaking Down Silos for Success11:16 Redesigning Email Campaigns for Impact16:01 Overview of the Seven-Step CX Framework20:51 Redefining Target Customers in 4D25:31 Creating a Compelling Brand Proposition30:01 Delivering on the Brand Promise36:01 Streamlining the Commerce Process40:31 Building a Strong Storytelling Platform50:01 Eliminating Friction Across Touchpoints55:01 Lessons for CX LeadersTakeaways: 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.⁠⁠Follow Todd⁠⁠⁠Follow Jochem⁠⁠⁠

Visit us at ⁠⁠www.theydo.comSummaryJochem Van Der Veer interviews Steven van Belleghem, exploring South Korea’s unique customer experience landscape, the role of AI, robotics, and government in digital innovation. They discuss personalized automation, redefining human interactions, friction hunting, emotional connections, and the leadership needed to foster customer trust and loyalty in a fast-changing world.Guest Bio:Steven is a Customer Experience veteran - he’s mostly known for his super engaging keynotes and high energy on stage. He finds his inspiration by visiting companies all over the world. He is the co-founder of Nexxworks, an inspiration agency that organises inspiration tours in all corners of the world to inspire executives to improve their customer experience.He’s also a part-time marketing professor at Vlerick Business School and guest speaker at London Business School.But most importantly, Steven has seen, dissected, inspected, reviewed and shared more customer experiences than probably any other person in the world. Some of his popular books include “Customers The Day After Tomorrow” and “When Digital Becomes Human.” His work emphasizes the balance between automation and human connection in creating future-proof customer strategies.Chapter Breakdown:00:00 Introduction to Steven Van Belleghem02:20 Insights from South Korea's Customer Experience Leaders05:44 The Role of Robots in South Korea's Workforce07:59 Korea’s Digital-First Approach to Customer Experience11:20 Government and Corporate Collaboration in Innovation16:51 Speed vs. Emotional Connection in Customer Experience19:54 AI and the Future of Customer Service24:16 Preparing Organizations for AI-Driven Transformation30:09 Branding and Loyalty in an AI-Powered World40:22 Redefining Metrics for Customer Experience Success46:02 The Power of Emotional Engagement in a Frictionless World53:54 The Future Role of CX Teams in Shaping StrategyTakeaways: Steven's trip to South Korea revealed a stark difference in customer experience compared to Europe and the US. South Korea has a unique digital landscape with local tech heroes like Naver and Coupang. The integration of robots in workplaces is a significant trend in South Korea. Cultural differences impact how customer experience is approached in different regions. The South Korean government plays a crucial role in supporting local tech companies. Speed is a critical factor in customer experience, but it's not the only one. AI will transform customer service, but brands must focus on emotional connections. Trust and loyalty will be key differentiators in a future dominated by AI. Brands need to strengthen their identity to stand out in an AI-driven market. Leadership will need to adapt to new decision-making processes influenced by AI. Innovation will primarily occur on the consumer side with better tools. Companies must redefine the role of human interaction in a digital world. B2B companies lag behind B2C in customer experience innovation. Metrics should focus on zero friction and personalization. Friction hunting is essential for maintaining strong customer relationships. Emotional connections are key to differentiating customer experiences. Customer experience teams should act as the voice of the customer. Organizations should prioritize actionable insights over lengthy reports. Chewy exemplifies exceptional customer experience practices. Leadership must prioritize customer experience as a core business strategy.⁠Follow Steven⁠⁠Follow Jochem⁠⁠

Visit us at ⁠www.theydo.comSummaryIn this conversation, Andrew George, direct marketing strategist and customer experience advocate at the Canadian Red Cross, shares strategies for optimizing donor engagement through journey mapping, empathy-driven communication, and blending traditional metrics with attitudinal data. He highlights the importance of collaboration across teams, empowering donors, and implementing feedback loops to improve retention. Andrew reflects on lessons learned, adapting to changing donor needs, and the unique challenges nonprofits face compared to for-profits while emphasizing the ongoing journey toward true donor-centricity and the need for executive buy-in to drive CX initiatives.Guest BioAndrew wears two hats as both a direct marketing strategist and customer experience advocate at the Red Cross, where he expertly balances the metrics-driven demands of marketing with the empathy-driven needs of CX. With a focus on direct marketing, Andrew understands the rigorous push to generate responses, acknowledging the sometimes transactional nature of the field. But it’s through CX that he finds deeper fulfilment—connecting with donors one-on-one to better understand their experiences, even when the conversation is challenging. For Andrew, these insights help drive genuine, impactful relationships with donors, fueling meaningful growth for Red Cross programs.As a lifelong Tottenham Hotspur supporter, he knows all about loyalty and dedication. Andrew has also dabbled in the world of voice acting, lending their voice to small commercials and narrations—an experience that adds another layer of versatility to their storytelling skills.Chapter Breakdown00:00 Introduction to Andrew George and His Roles05:49 Metrics and KPIs in Non-Profit Marketing11:56 Insights from the Ukraine Donor Journey18:00 Creating Aha Moments for Team Empathy24:04 Balancing What Donors Say vs. What They Do29:54 Team Structure and Collaboration in Marketing and CX35:45 Implementing Feedback Loops for Improvement42:40 Empowering Donors Through Communication48:36 Nonprofit vs. For-Profit: A Cultural Perspective56:09 Overcoming Resistance to ChangeTakeaways Andrew balances metrics-driven marketing with empathy-driven customer experience. The primary customers for the Red Cross are individual donors. Optimizing donor experience is crucial for retention and engagement. Metrics like share of wallet and retention are key performance indicators. Attitudinal measures can correlate with financial success in non-profits. Journey mapping helps understand the donor experience from start to finish. The Ukraine donor journey provided valuable insights into donor motivations. Creating a seamless experience is essential for donor satisfaction. One-on-one interviews yield deeper insights than surveys. Team collaboration is vital for creating a unified donor experience. CX is organized in pockets within the organization. Collaboration is key for effective decision-making. Feedback loops are essential for continuous improvement. Mistakes in CX often stem from solving non-existent problems. Empowering donors enhances their experience and engagement. Donor needs are evolving, requiring adaptive strategies. Nonprofit organizations attract individuals motivated by purpose. True donor-centricity is a continuous challenge. Executive buy-in is crucial for successful CX initiatives. Change management is necessary to overcome resistance. Follow Andrew⁠Follow Jochem⁠

Visit us at ⁠www.theydo.com⁠SummaryDeborah Honig, a Global Business Executive at Samsung Electronics, shares insights into customer journeys, from mobile ordering to digital banking. She highlights the role of technology in enhancing user experience, reflects on both positive and negative interactions, and explores the challenges brands face in delivering consistent online and offline experiences.Guest BioDeborah is an accomplished leader in customer experience and brand innovation, currently driving Samsung’s vision of a connected, customer-first future in the UK. In her role, she orchestrates Samsung's diverse product and service ecosystem.And here’s what I love: merging cutting-edge technology with emotion. She is tasked with defining Samsung’s brand purpose for the UK, and today she’s pioneering ways to enrich how people live, engage, and connect.Her career began at McKinsey, From there, she advanced to leadership roles with some of the world’s most iconic brands, including Nike, Amazon, M&S, and Starbucks. Her experience spans developing brands, creating transformative customer value props, and building retail strategies that use data and technology to meet customers where they are.Chapter Breakdown00:00 Rapid Fire Questions with Deborah00:12 First Customer Journey: Mobile Ordering at Starbucks01:09 Recent Journey: Buying a Samsung Vacuum02:47 Worst Journey: In-Store and Online Boot Purchase Issues05:03 Best Journey: Switching to Barclays for Digital Banking07:20 Surprises in Digital Banking Experience08:39 Challenges of Stickiness in Banking09:30 The Evolution of Customer Journeys with Technology12:10 Personalized Experiences in Retail and Banking15:05 Lessons from Great and Poor Customer Journeys18:22 Predictions for the Future of Customer Experience21:15 Final Reflections on Digital TransformationTakeaways: People want to get in and get out quickly. Mobile ordering has evolved significantly over the years. Chatbots can enhance the customer journey by providing information. Inconsistent policies between online and offline can frustrate customers. Technology in banking has made processes more convenient and efficient. Switching banks can lead to better customer experiences. Digital validation of documents is becoming more common in banking. Customer expectations change based on past experiences with brands. Brands need to keep up with technological advancements to retain customers. A seamless customer journey is crucial for satisfaction.Follow DeborahFollow Jochem

SummaryIn this conversation, David Avrin discusses the evolution of customer experience from a product-centric to a customer-centric approach. He emphasizes the importance of understanding changing customer expectations and balancing business needs with customer desires. Avrin advocates for compassionate capitalism, where profitability and customer satisfaction coexist. He also highlights challenges CX teams face aligning their initiatives with business outcomes and the role of leadership in driving customer experience transformation. The discussion touches on global perspectives on CX and eliminating friction to enhance satisfaction. David discusses the importance of creating a seamless customer experience and the challenges businesses face in doing so. He emphasizes the need for companies to be aware of friction points and how AI can improve customer interactions. Avrin also highlights the significance of maintaining human touch in customer service, especially as automation grows. The discussion touches on the future of customer experience, the value of understanding customer needs, and the necessity for operational decisions to include CX insights.One of the most in-demand Customer Experience speakers and consultants in the world today, David Avrin, Global Speaking Fellow, has shared his content-rich, entertaining and actionable presentations with enthusiastic audiences across the world. David helps organizations better understand and connect with their changing customers and clients to future-proof their businesses. His insights have been featured on thousands of media outlets around the world. He is also the author of seven books including my favorite Why Customers Leave (and How to Win Them Back).Guest BioOne of the most in-demand Customer Experience speakers and consultants in the world today, David Avrin, Global Speaking Fellow, has shared his content-rich, entertaining and actionable presentations with enthusiastic audiences across the world. David helps organizations better understand and connect with their changing customers and clients to help future-proof their businesses.  His insights have been featured on thousands of media outlets around the world. But he is also the author of seven books including my favourite Why Customers Leave (and How to Win Them Back).Chapter Breakdown00:00 Introduction to David 01:06 Shift from Product to Customer Centricity 05:11 Breaking Silos in Customer-Centric Organizations 09:42 Compassionate Capitalism in CX 12:16 CX Teams’ Struggle to Prove Business Impact 15:36 Coaching Leadership for CX Success 18:43 Global Differences in CX Practices 21:35 Eliminating Friction in Customer Journeys 27:45 Examples of Reducing Friction 34:10 Role of AI in Reducing CX Friction 40:31 Challenges with Call Centers and Chatbots 47:28 CX as a Revenue GeneratorTakeaways Understanding customers is key to future-proofing. Balancing profit and customer expectations is challenging. Compassionate capitalism enhances experiences. CX often struggles to align with business goals. Leaders must prioritize CX transformation. Customer expectations vary globally, affecting strategies. Removing friction boosts satisfaction. Quality is expected; ease sets businesses apart. Adapting to evolving customer behaviors is critical. Seamless experiences are vital for success. AI can reduce friction but shouldn't replace humans. CX is often undervalued in decision-making. Friction causes dissatisfaction and customer loss. Generational preferences demand awareness. Prioritize CX during economic downturns. AI should enhance, not hinder, service. Understanding needs reduces unnecessary support calls. Visibility into processes boosts satisfaction. CX insights should inform operations.Follow David HereFollow Jochem Here

Join John Cutler, an experienced product leader from Zendesk and Amplitude, as he dives into the essentials of blending product management with customer experience. He emphasizes the need for a customer-centric culture and discusses the challenges posed by siloed teams. Cutler highlights the value of situational awareness and innovation, advocating for a comprehensive approach that merges customer insights with business metrics. Additionally, he reflects on the complexities of defining a North Star metric and the pivotal role of leadership in driving change.

Marc Fonteijn, a key player in the service design community and founder of 'The Circle,' shares his journey from software engineering to shaping service design practices. He discusses the evolution and dual nature of service design, balancing commercial and philosophical aspects. Marc highlights the importance of community, self-reflection, and mental well-being in avoiding burnout. The conversation also explores the challenges of community management, the need for supportive networks, and the crucial role of discipline and curiosity in maintaining motivation.