Experience This Live

Sometimes we need to get OUT of the recording studio and EXPERIENCE things IN PERSON. Get ready to feel like you’re standing right next to us as you EXPERIENCE THIS LIVE!

Episode 92: Discover How Listening to Customers Can Help Even the Most-Maligned Industries Improve Their CX

Join us as we discuss an immersive experience meant to inspire creative design, one place where the robots may be meeting their demise, and how to improve the most- maligned industry of all.

Operatories, Restaurants, and Post Offices – Oh My!

[Experience This! Live] How an Immersive Experience Inspires

An immersive experience of a dental office may not be appealing to you personally, but to a dentist, it’s a much desired interaction. In the small town of Pittston, Pennsylvania, Benco Dental (the largest privately-owned dental equipment and supplies distributor in the U.S.) provides a completely immersive experience for prospective clients (dentists) looking to redesign their offices. Dentists visit the showroom (free of charge) and spend the day planning every aspect of their operatories – the small rooms where patients receive dental treatments. Every aspect of the room is taken into consideration – from glove box placement, to lights, to artwork, and to floor material – to name but a few.

We make these deeper level connections with customers, where we’re not just talking about how many operatories and what color to paint the walls. We’re talking about, “what do you want your patients to feel when they come in?” and “what do you want them to remember when they leave?

Melissa Sprau, Design Manager at Benco Dental

Benco provides a full-day, immersive experience – even allowing dentists to move things around in the design room to customize and place tools exactly where they want them. By focusing on an all-encompassing experience, most dentists go from considering an office redesign, to knowing it’s necessary in order to stay relevant and modern.

[CX Press] Adjusting Technology and Shifting Focus

In Season 3, Episode 64, we spoke about CafeX, a cafe staffed with robot baristas. Recently, CafeX closed its San Francisco locations and in an article from Business Insider titled, Some of San Francisco’s robot-run restaurants are failing. writer Katie Canales shares that the baristas at CafeX aren’t the only robot casualties.

Every organization should have a department that is devoted to figuring out creative, new, interesting technological solutions – that may or may not work in the long term, but in the short term will help them keep thinking.

Joey Coleman, co-host of The Experience This! Show podcast

Creating lasting customer experiences comes with risk. By trying – and occasionally failing – we can continue to shift focus, adjust our methods and technology, and create new and lasting customer experiences. CafeX’s robot baristas were indeed impressive and their commitment to embracing new technologies promises more interesting experiences in the future.

[Avtex Engage 2020] Be Our Guest!

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June 21-24, 2020
The Walt Disney World Swan Hotel & Resort
Orlando, Florida

Engage 2020 offers unparalleled learning and networking opportunities, including multiple learning tracks and specialized breakout sessions focused on a wide range of customer experience topics. At Engage 2020, you’ll gain an entirely new perspective on what you can do to move your organization’s experience strategy and delivery forward.

To learn more and reserve your tickets before they are sold out, visit: AvtexEngage.com

Don’t forget to use the promo code: EXPERIENCETHIS10
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[Dissecting the Experience] When the Government Utilizes Social Media to Improve CX

Social media has influenced industry by giving the customer a louder voice than ever before. In How to Enhance Citizen Experience with Social Media, the team at Propel Group examines four case studies that demonstrate social media’s potential to deepen citizen insights, deliver personalized service, and drive enhanced citizen satisfaction.

The four case study examples are seen in the image below:

Three Key Learnings from Case Study 1: NASA

  1. Build social media communities with purpose. NASA shows social media is not a vanity or numbers game. Each community is there to contribute.
  2. Give citizens a chance to participate. Seek out those passionate about your space and find ways to empower them.
  3. Trust your people online. NASA also equips astronauts and staff to share authentic stories that instill trust and credibility.

Three key learnings from Case Study 2: KLM

  1. Explore where social media can add value beyond its origins. It’s easy to assume you’ve ‘got’ social. Like KLM, keep looking for new opportunities. 
  2. Keep listening to citizens. Their feedback is continuous and accessible via social media. 
  3. Invest in tech when scale demands. Technology plays a key role for KLM’s social media operation, but it has the wins 1on the board to justify investment.

Three key learnings from Case Study 3: TSA

  1. Humanize your agency. In a highly secure, risk-averse environment, social media presents TSA’s human side. 
  2. Scale service capabilities. The steady flow of questions and content – combined with social media’s reach – drives service performance improvement. 
  3. Empower your people to contribute. Rather than avoiding engagement, stakeholders are thanked for sharing helpful questions and content. 

Three key learnings from Case Study 4: Australian Government Agency

  1. Start with audience behaviors and insights. By analyzing business investor behaviors, the agency knows both brand and individual staff have key roles on social media.
  2. Ensure training and governance rigor. While industry subject matter experts, staff needed guidance to apply their skills and expertise online. 
  3. Trust evidence over convention. In bucking the trend, the agency delivered a citizen-aligned, award-winning result

To download a copy of the full report from Propel, visit : How To Enhance Citizen Experience With Social Media.

Links We Referenced

Host Contact Information

Email Dan: Dan@dangingiss.com

Tweet Dan Gingiss: @DGingiss

Email Joey: JoeyC@JoeyColeman.com

DanGingiss.com

JoeyColeman.com

Subscribe to Experience This on Apple Podcasts

Episode Transcript

Download a transcript of the entire Episode 92 here or read it below:

Dan Gingiss: Welcome to Experience This!

Joey Coleman: Where you’ll find inspiring examples of customer experience, great stories of customer service and tips on how to make your customers love you even more.

Dan Gingiss: Always upbeat and definitely entertaining, customer attention expert, Joey Coleman.

Joey Coleman: And social media expert, Dan Gingiss, serve as your hosts for a weekly dose of positive customer experience.

Dan Gingiss: Hold on to your headphones, it’s time to Experience This!

Introduction

Dan Gingiss: Get ready for another episode of the Experience This! Show.

Joey Coleman: Join us as we discuss an immersive experience meant to inspire creative design, one place where the robots may be meeting their demise, and how to improve the most maligned industry of all.

Dan Gingiss: Operatories, restaurants, and post offices?! Oh My!

Joey Coleman: Sometimes we need to get out of the recording studio and experience things in person. Get ready to feel like you’re standing right next to us as you Experience This! Live.

Experience This! Live – Benco CenterPoint

Dan Gingiss: Pittston, Pennsylvania, about two and a half hours northwest of Philadelphia. Tucked away in an industrial park, up a long driveway, past a large sculpture of a tooth, sits Benco Dental. The largest privately owned dental equipment and supplies distributor in the United States. Inside, among the corporate offices and the hundreds of historical dentistry artifacts from the owner’s personal collection, sits CenterPoint Design. Home to an incredibly immersive experience for Benco’s dentist customers.

Dan Gingiss: CenterPoint is a showroom, one of three in the United States, featuring 25 fully equipped dental operatories. That’s the little room patients go into to get their teeth cleaned or for other dental procedures. Dentists are invited to spend a day touring the facility to get design ideas and inspiration for their own dental offices. Whether they are just starting out or perhaps redesigning an existing practice. Melissa Sprau is a design manager at Benco Dental, and recently led me on the same tour she gives to dozens of dentists each year.

Melissa Sprau: Welcome to CenterPoint, we’re so glad that you’re here and that you made the trip. Believe it or not, here in little Pittston, Pennsylvania, we actually have the largest dental equipment showroom in the world. We’re going to have a great day today and we encourage you to make yourself at home.

Dan Gingiss: Each of the operatories is filled with real dental equipment and supplies in order to replicate actual working conditions and help the dentists envision what a final design might look like.

Melissa Sprau: You’ll see, as we’re walking through the showroom, that we have our operatories set up in lots of different ways. You might even notice some redundancies in the equipment and the delivery systems. There’s more than what you might need in your typical work day in each operatory. We do this on purpose. We do this so that you can get in and get comfortable, and position the equipment in exactly the way that you want to work. We want you to try it as if it’s your own and really experience all of the different manufacturers, all of the different ways that you can set up a room, so that you leave here today feeling confident about the purchase that you’re going to make.

Dan Gingiss: That purchase just might be the biggest purchase a dentist makes for his or her practice, which is why Benco wants to ensure that its clients are completely comfortable with the design before making the decision to buy. Benco sells everything in the operatory, from the flooring tile to the box of exam gloves on the counter. Since every dentist is different, the showroom is meant to display all sorts of concepts, in a flexible manner that allows for mixing and matching

Melissa Sprau: To your patient, every operatory might look the same. They come in, they sit down in the chair, there’s a light overhead. But to you as the dentist, you’ve got a lot of decisions to make. In addition to just the nuts and bolts of the equipment and where it’s placed and how it affects your workflow, there’s also flooring, wall covering, ambient lighting and task lighting, all of these different elements to consider. As you walk through our space today, take these things into consideration and notice that they’re a little bit different in each of the rooms that we go to. We do that, purposely, to show you different approaches and really get you thinking bigger and thinking differently, and to show you all of the possibilities of the total aesthetic of the operatory, in addition to the functional elements of the operatory equipment.

Dan Gingiss: A stop at the design library allows the dentist to peruse hundreds of flooring samples, everything from carpet to vinyl tile to porcelain. There are also tons of wall coverings, ranging from fancy to fanciful, from upscale to made-for-kids. Everything is pre-qualified as appropriate for a commercial healthcare environment. And if a dentist doesn’t see exactly the right design, Benco has a solution for that as well.

Melissa Sprau: This portion of our showroom is a whole lot of fun. This is what we call our Sandbox. It doesn’t look like much. You’ll see these are some nondescript white boxes. They’re actually here to represent dental equipment. You can move and change the sizes of these boxes, they’re on castors, you can wheel them around, and if you look down, you’ll notice there’s measuring tapes all along the floor. The goal is to get in, make yourself comfortable, move these boxes around, put them anywhere you want, manipulate the sizes and the positions, until you create the ideal operatory space for you.

Melissa Sprau: The rulers down on the floor are going to help guide you so that you can understand the dimensions of the room. When we’re all done and you have everything place exactly where you like, look up, there’s a GoPro that’s hanging from the ceiling. It’s going to capture an image of the operatory layout that we’ve designed together so you know exactly the way you want to plan your space.

Dan Gingiss: Remarkably, Benco provides this experience free of charge, including travel, to dentists whom they know are looking to design or redesign an office. Why do they invest all this time, effort and money into prospective customers who may not even end up buying? Because they know that customer experience is their true differentiator.

Melissa Sprau: We’re not just trying to make a one time big purchase and walk away. We care about their long term health and their long term success, as a business, and we want to give them the tools to support that. We make these deeper level connections with customers, where we’re not just talking about how many operatories and what color to paint the walls, we’re talking about, what do you want your patients to feel when they come in and what do you want them to remember when they leave? Or “Doctor, what do you want to do to differentiate yourself from the practice up the street? What makes you love what you do and how can we help show that to the world through the design of your practice?”

Dan Gingiss: The result is that most dentists, after immersing themselves in the CenterPoint experience, go from thinking they might want to create a new office design to knowing they have to in order to stay modern and relevant. When they’re ready, Benco’s team of commercial interior designers will help them sketch out the entire office, up to and including, where those boxes of gloves go. Live from Pittston, Pennsylvania, this is Dan Gingiss for Experience This! Live. Full disclosure, Benco Dental is one of my consulting clients.

CX PRESS – Robot-Run Restaurants

Joey Coleman: There are so many great customer experience articles to read, but who has the time? We summarize them and offer clear takeaways you can implement starting tomorrow. Enjoy this segment of CX Press, where we read the articles so you don’t need to.

Dan Gingiss: Today’s CX Press is from Katie Canales at Business Insider. It’s called, Some of San Francisco’s Robot Run Restaurants are Failing. It could simply be that we still want to be served by humans, not machines. Now, if you’ll remember back in season three, episode 64, we talked about a San Francisco outlet called Cafe X. I talk about this in my keynotes because it’s a great example of a truly immersive experience. For those who don’t remember, you walk into this coffee shop and there’s actually no human beings. There are just kiosks where you can order your coffee and then a robot, that could only be described as a headless barista, makes your coffee and delivers it to you. It’s really quite remarkable. Alas, in January, Cafe X closed its San Francisco locations, though its stations at San Francisco International Airport and San Jose Airport are still open. It’s not the only robot casualty.

Dan Gingiss: Zume, known for its pizza making robots, shuttered its pizza business and pivoted into food truck technology and services in November 2019. And Eatsa Automat, where you could quickly order and then pick up your $7 quinoa bowls, prepared behind the scenes by unseen employees, through futuristic pickup windows lined against the wall of the restaurant, closed as well in July 2019. As the article states, “There could be multiple reasons why some of them have flopped, but perhaps a straightforward explanation is that we’re simply not ready to be served by robots in lieu of humans.” Joey, what are your thoughts on this?

Joey Coleman: Oh, I’ve got a lot of thoughts on this. First of all, fascinated by this article because it tied directly back to something that we had talked about. Love that we’re coming back to talk about Cafe X. In the world of how we think about things, we often talk about the difference between causation and correlation, I think it may be the case that all of these examples are restaurants, and restaurants close all the time. It’s one of the hardest businesses, one of the most difficult industries to be involved in. While I appreciate that all of these had robots, I am sure that we could find a dozen other restaurants, within 20 square miles of each of these locations, that also closed in the last few years.

Joey Coleman: Now that being said, I do think it brings us to a bigger discussion of, sometimes being the first mover means you’re the first one to die as well. As we think about innovation and we think about adopting new technologies to enhance our customer experiences, sometimes it’s actually better to wait a little bit and see how it works before you make large investments. Now that being said, I also think when you do that, you run the risk of creating a stagnant organization that is not innovative. I think there’s some give and take balance here. How about you, Dan?

Dan Gingiss: Well, I, after visiting Cafe X, obviously thought it was really an interesting experience, which is why I wanted to talk about it on the show. But it also occurs to me, that we talk so much about customers today wanting to have a human interaction with the brands that they do business with, but I’m not sure that’s true of every customer. I’m not sure it’s true, for example, of introverts who may not want to have a human to human interaction with their barista. They may just want to walk in, like you can at Starbucks, pre-order, walk in, grab your coffee, leave and never have to talk to anyone. For them, a robot experience might be absolutely perfect because they don’t have to say anything. I’m wondering if that’s at play here as well.

Dan Gingiss: But I also go back to my theory on chatbots, which is, that chatbots should not replace the human customer service agent, they actually should be used to help the human agent do a better job servicing the customer. If you imagine a human agent sitting next to a supercomputer that’s got every piece of data that they could ever want, instantly, it means that the agent can spend more time being human instead of clack, clack, clacking on their computer keyboard to find information. They can actually pay more attention to the conversation with the customer and be a better agent. I think that might be what’s happening here, is that the answer may be that these restaurants would not have failed if there was some human interaction to go along with the robot interaction.

Joey Coleman: I agree. I mean, I think two things about what you brought up there. Number one, the article does note that Cafe X kept its airport locations. What I think is interesting is in an airport scenario, it’s probably more of that quick, give me my coffee, I don’t need to have a big conversation with somebody because I’m running to the plane. Whereas, at a coffee shop, if I go to the shop to get my coffee, there’s a higher likelihood that I want to sit down there and enjoy it and be part of the third place ambiance and that experience. When we think about the yes, and of robots and humans, combining both as opposed to canceling one out with the other, I’m also reminded of what happened when banks introduced ATMs.Joey Coleman: When ATMs were first rolled out, a lot of people worried, this is the death of the teller. They aren’t going to have staff anymore. The reality is, if you look at the number, banks, three years later after ATMs were rolled out, had more

employees than they had before ATMs being introduced. The ATM became the thing that was for the simple transaction, hey, I just need some money for the weekend, I don’t need to talk to a teller about that. But it freed up the tellers to have the more complex conversations about loans and opening new accounts and things like that. I think there’s a piece here too, that it doesn’t have to be, can we involve robots in our organization or AI or chatbots or technology solutions? Rather say, how can we augment our experience by adding those things?

Dan Gingiss: I mean, sometimes technology for technology’s sake doesn’t really get us anywhere. I mean, I’ve never been to the Eatsa Automat, but I can tell you from the picture in the article, it basically looks like a vending machine. There’s a wall of little mailboxes-

Joey Coleman: What you might be familiar with as the very old technology of a vending machine, repackaged as robots making … Well, I don’t remember many vending machines that had quinoa or however we want to say it.

Dan Gingiss: True. But essentially, it’s the same concept. You put money in and you open a little slot and you take your food out. That’s what it does. I don’t know. I mean, I can see that being, especially in San Francisco where rents are really high, I mean, you could go with a much smaller footprint and what have you, I could see it potentially being a profitable business, but it only is a profitable business if you’re delivering something that customers actually want. Obviously, the quality of the food still has to be there and what have you.

Dan Gingiss: I agree with you that this does focus on the restaurant industry, which may or may not be relevant, but I do think it’s really interesting, and we felt that it was important for us to come back to this story because we did tout Cafe X as being really innovative and new, and again, I enjoyed the experience. So I think it is important for us to come back and say, “Hey, maybe it isn’t working out exactly how they thought, but the airport thing may be a good solution.” I think that Zume taking its pizza making robots and shifting a little bit into food trucks and other technology may be smart for them as well. This is something that we will keep an eye on.

Joey Coleman: I think, to be very clear, Cafe X did something really impressive. They did something impressive with technology that stood out to you, Dan, so much that you wanted to talk about it on the show. They still are doing something impressive with technology at their airport locations, it’s just, they’ve closed their store location that you went to. I also want to encourage our listeners to realize that, the way you create lasting customer experiences, is to make bets on customer experiences that might not last. You have to be willing to try things. You have to be willing to innovate. You have to be willing to push the envelope a little.

Joey Coleman: Even if it doesn’t work out, and that’s okay. I think, all too often, most organizations play it safe and we don’t want to try a new initiative unless we’re 100% sure it will exist. Every organization should have a skunkworks. Every organization should have a department that is devoted to figuring out creative, new, interesting technological solutions, that may or may not work in the long term, but in the short term will help us keep thinking. For now, the robots aren’t totally in charge, but that doesn’t mean they’re gone.

AVTEX PARTNER SEGMENT

Joey Coleman: Be our guest, be our guest, because Avtex is the best. Folks, on June 21st through 24th, we are going to have a three day customer experience extravaganza in beautiful Orlando, Florida, with our good friends, Avtex, as they host Engage 2020. Can you feel the love tonight?

Dan Gingiss: That’s right, folks. There’s going to be activities throughout the park, including behind the curtain experiences at the happiest place on earth.

Joey Coleman: Beauty and the Beast. We’re going to do a live episode on stage and you get to decide who’s the beauty and who’s the beast. Dan and I, a live episode of Experience This! from the stage at Avtex Engage 2020.

Joey Coleman: You should go, you should go, because you listen to the Experience This! Show. That’s right, go to www.avtexengage.com and use this special, secret code, [Experience This 10 00:18:04], and save 10% off your tickets. We will see you in Orlando, Florida. June 21st to 24th for Avtex Engage 2020.

DISSECTING THE EXPERIENCE – CX in Government

Joey Coleman: Sometimes, a remarkable experience deserves deeper investigation. We dive into the nitty gritty of customer interactions and dissect how and why they happen. Join us, while we’re dissecting the experience.

Dan Gingiss: We’ve covered a lot of industries here on the Experience This! Show, but why don’t we haven’t spent a lot of time on is the good old government. Now, we did have a love it, can’t stand it on government agencies in episode 42, and we discussed the U.S. government shutdown in episode 59, but today we’re going to take a deeper dive into customer experience in government agencies, through a new report out from an Australian social media consultancy called Propel. The report is called, How to Enhance Citizen Experience with Social Media. Now, in full disclosure, I found out about this report because I’m actually quoted in it on the first page, where I say, “But for social media, we wouldn’t be talking about customer experience.”

Joey Coleman: Hang on a second, I can’t let that one go. That’s a bold statement. Care to expand on that a little more, Dan?

Dan Gingiss: Absolutely. I was, as you know, a marketer for more than 20 years and when I first got into social media, it was on the marketing side and I immediately realized that this was the first marketing channel where people could actually talk back to you. That changed everything. Social media gave customers a voice, a public voice, for the first time, and they use that voice to demand a better customer experience. I believe that, but for them being given the voice in social media, we probably wouldn’t be talking about customer experience as much as we are today, because customers never had a way to express themselves in the past, at least not en masse.

Joey Coleman: I think, to me, and at the beginning I was like, Dan, I’m not sure I totally get it, but yes, en masse. I think customers could always complain. Customers could always say, “Hey, I don’t like this, we’d like it to be better.” They might even hold a little protest at a single location. But I will defer to you, Dan, and agree with you, listeners, I’m about to say something positive about social media hold on to your chairs. I agree with you that it allowed them to have a much bigger megaphone, on a global scale, and to bring people that weren’t part of the initial interaction into the conversation.

Dan Gingiss: And to force change, is really what they did.

Joey Coleman: I definitely agree with that. Well, it’s interesting, in the report, one of the things that I really thought was fascinating was this quote, “Without social media, government agencies would care far less about citizen experience. Until widespread citizen adoption of platforms, like Facebook, Twitter, and online communities, agencies could largely control information flows and citizens had very few means to talk back.” Now, I’d say that pretty much rings true. It also made the communication that citizens had with their government happen more often than every two or four years when there was an election.

Dan Gingiss: I reached out to Roger Christie, who is the managing director at Propel, a social media consultancy based in Australia that helps teams through strategy and training. They’ve done a lot of work with public and private sector clients in the Asia Pacific region, but what’s different about them is that they focus on the people behind the platforms. Which is where their most recent report comes in. Here’s Roger talking about the new report.

Roger Christie: We pulled the enhancing citizen experience via social media report together because we wanted to showcase the progressive, but often really, just the simple, valuable work being done across government agencies, both here in Australia and around the world of course. I think there’s a general market perception that government is way behind the corporate sector in social media. But our experience, and certainly the examples in this report, show that that’s definitely not the case. There’s valuable lessons in here for both the public and private sectors.

Roger Christie: A lot of government agencies here are asking, how can we restore trust among citizens? Improving citizen experience actually has a lot to do with that, but I just don’t think that we’ve really seen or heard the role that social media can play in improving citizen experience or building trust. But if you look back at the examples we’ve included in this report, the likes of NASA, the TSA, and even a gov client that we’ve worked with here in Australia, that they show how listening to citizens online, or even just providing basic responsive service via social media, can have an enormous impact on trust and deliver tangible value to the agencies themselves.

Roger Christie: Some of the key trends we’ve observed are, those who enjoyed greater success with social media don’t actually hero social media. It’s actually all about empowering citizens. Getting them involved or providing faster service for them. Social media is just simply a means to do that. Listening was also a common theme, those who embed social listening as BAU, have a stronger awareness of citizen needs and the knowledge to know where to help them most. Industry leaders also recognize the need to commit properly to social media. Not in a way that suits internal structures, existing structures or processes, but in a way that suits citizens.

Roger Christie: I think the TSA is a great example of that where, most sensitive or security conscious agencies would run a mile from social media, or at least limit their activities to broadcast communications. The TSA debunks that. It actually invites questions from the public and builds trust and rapport in doing so.

Dan Gingiss: The report looks at four case studies that demonstrate social media’s potential to deepen citizen insights, deliver personalized, efficient service, and drive enhanced citizen satisfaction.

Joey Coleman: These are all definitely good things and the report offers four case study examples to illustrate how this works. The first case study is about NASA and how they empower citizens to solve problems in partnership. NASA uses social media to make space simple, relatable, and relevant to citizens, so it can crowdsource solutions to its biggest challenges.

Dan Gingiss: The second case study, which admittedly is not government, is KLM Airlines. Where, they resolve critical service blockages for customers. It explores how KLM uses social media to build trust and loyalty, an extensive business value, by being there for customers in the moments that matter most.

Joey Coleman: The third case study is our good friends at TSA, making citizens safety and security fast, fun and easy. TSA uses social media to humanize a traditionally serious topic and build, reach, trust and rapport with citizens.

Dan Gingiss: The fourth example is an Australian government agency that is driving industry investment via human connections. The report talks about how it uses social media to connect its people with industry prospects, and drive leads when institutional trust is low.

Joey Coleman: We could talk about all these case studies individually, and they’re all very interesting, but what we’d love to do instead is cover the three key learnings and then tell you how you can get the full report. The first one is NASA. The three key learnings that came from this case study include, building social media communities with purpose and how NASA shows social media is not a vanity or numbers game. Each community is there to actually contribute. To give citizens a chance to participate and seek out those that are passionate about your space and find ways to empower them. Last but not least, to trust people online. NASA also equips their astronauts and staff to share authentic stories that will instill trust and credibility into NASA’s mission.

Dan Gingiss: From the KLM case study, the three key learnings are, one, explore where social media can add value beyond its origins. It’s easy to assume you’ve got social. Like KLM, keep looking for new opportunities. Two, continue listening to citizens. Their feedback is continuous and accessible via social media. Three, invest in technology when scale demands. Technology plays a key role for KLM social media operation, but it has the wins on the board to justify the investment.

Joey Coleman: When it comes to the TSA case study, there were three key learnings as well. Number one, humanize your agency. In a highly secure risk adverse environment, social media presents the TSA’s human side. Number two, scale your service capabilities. The steady flow of questions and content, combined with social medias reach, drive service performance improvement. Last but not least number three, empower your people and citizens to contribute. Rather than avoiding engagement, stakeholders are thanked for sharing helpful questions and content with TSA.

Dan Gingiss: Finally, for the Australian government agency, the three key learnings. One, start with audience behaviors and insights. By analyzing business investor behaviors, the agency knew both brand and individual staff had key roles on social media. Two, ensure training and governance rigor. While industry subject matter experts, staff needed guidance to apply their skills and expertise online. Three, trust evidence over convention. In bucking the trend, the agency delivered a citizen aligned, award-winning result.

Dan Gingiss: To download your copy of the full report from Propel, How to Enhance Citizen Experience with Social Media, go to our website at www.experiencethisshow.com and we’ll include a helpful link.

Joey Coleman: Wow. Thanks for joining us for another episode of Experience This!

Dan Gingiss: We know there are tons of podcasts to listen to, magazines and books to read, reality TV to watch. We don’t take for granted that you’ve decided to spend some quality time listening to the two of us.

Joey Coleman: We hope you enjoyed our discussions and if you do, we’d love to hear about it. Come on over to experiencethisshow.com and let us know what segments you enjoyed; what new segments you’d like to hear. This show is all about experience and we want you to be part of the Experience This! Show.

Dan Gingiss: Thanks again for your time and we’ll see you next week for more …

Joey Coleman: Experience.

Dan Gingiss: This!.

Episode 82: Make Sure Your Experiences are Accessible to ALL of Your Customers

 Join us as we discuss a restaurant designed to create an inclusive experience, the challenges of becoming an older customer, and how healthcare if failing the customers that need it most.

Pizzability, Usability, and Adaptability – Oh My!

[ExperienceThis! Live] Serving Up Remarkable Experiences and Great Pizza to An Inclusive Audience

Restaurants can be challenging for some individuals to navigate. From families with young children, to those with disabilities, finding a place to eat that would be considered “inclusive” can be difficult. Inclusive options aren’t just rare for customers – they are rare for prospective employees with intellectual and physical disabilities. Joey recently had the pleasure of experiencing an amazing restaurant in Denver, CO, called Pizzability. Pizzability was founded by Tiffany Fixter, a special needs teacher who saw a significant gap in the marketplace for training and employing people with disabilities. Her solution? Pizzability – a restaurant offering a “slice of community’ by employing individuals with intellectual and/or physical disabilities. To bring things full circle, the restaurant also sources their toppings from a local farm that employs people with intellectual and/or physical disabilities.

Each day, the restaurant is filled with people of all abilities, races, genders, and various walks of life. Pizzability provides special silverware for guests who may have trouble holding a utensil, noise-cancelling headphones for those who may struggle with a loud, busy atmosphere, and textured placemats for those who benefit from tactile surfaces.

My time at Pizzability was incredibly eye-opening about ways that customer-centric design can anticipate the needs of the many different types of customers that might come into your business.

Joey Coleman, co-host of the ExperienceThis! Show podcast

Not every business will make the commitment to implement all of the measures that Pizzability did, but there are benefits for every business making the time to consider ways to be more customer-centric in their design, operation, and offerings.

[CX Press] The World is Designed Against the Elderly

Average life expectancy continues to grow with women now expected to live until 81.1 years and men until 78.6 years. While improvements in overall life expectancy is certainly a positive thing, there are some problems that come with these changes. Don Norman, former VP of Apple and celebrated author, wrote an article in Fast Company magazine titled, “I Wrote the Book on User Friendly Design. What I see Today Terrifies Me.” As an expert on design, Norman observes that nothing is user-friendly for the elderly: fonts are too small, walking devices are ugly, and captions take up too much room on the TV – blocking important visual content with important text content.

The number of active, healthy oldsters is large – and increasing. We are not a niche market. And businesses should take note: We are good customers often with more free time and discretionary income than younger people.

Don Norman, author of Design of Everyday Things

Don challenges every in business to examine their product and service offerings. Are they user friendly for the older population? Create a focus group of people over 65 years old, and see if they can easily use your products and services. If your offerings are less usable as your customers get older, you’re missing out on a tremendous opportunity.

[Start the Conversation] Avtex: Design Thinking

Design thinking is critical to creating a successful customer experience. Many companies struggle with creating new designs, and instead, default to only fixing their broken designs. In order to create a memorable customer experience, you must design experiences with an intentional focus of the customer’s viewpoint.

What exactly is design thinking? Here are three key components:

  1. Explore innovative ideas and solutions beyond what you think may be currently possible.
  2. Empathize with customers, keeping their needs and point of view at the forefront throughout the design process.
  3. Create experiences that address customer needs and expectations first, and business needs and goals second.

By designing experiences with intentionality, you begin to build empathy and connection with the people you serve. Start the conversation with this question: Is my organization actively engaging in design thinking?

To continue the conversation, go to: experienceconversations.com.

[Dissecting the Experience] The Healthcare System is Failing Seniors

Dan recently wrote a series of articles for Forbes and in the last one, Why An Aging Population Means Healthcare Customer Experience Must Adapt , he confronts the fact that it is absolutely necessary to start taking the needs of the aging population into consideration.

Healthcare is obviously not alone… [t]he aging population in the United States will be the largest of all time, and the 50 plus cohort controls 70% of consumer discretionary spending. Designing for seniors is no longer optional. It’s now a core responsibility for nearly every company, in every industry.

Dan Gingiss, co-host of the ExperienceThis! Show podcast

Treating people as intelligent humans worthy of respect will go a long way towards building trust with your customers. We must begin considering all of our customers, especially the aging, when designing customer interactions. By paying attention to the needs of the elderly, we build organizational empathy and show customer compassion – both of which will ultimately lead to an enhanced overall customer experience.

Links We Referenced

Host Contact Information

Email Dan: Dan@dangingiss.com

Tweet Dan Gingiss: @DGingiss

Email Joey: JoeyC@JoeyColeman.com

DanGingiss.com

JoeyColeman.com

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Episode Transcript

Download a transcript of the entire Episode 82 here or read it below:

Dan Gingiss: Welcome to Experience This.

Joey Coleman: Where you’ll find inspiring examples of customer experience, great stories of customer service, and tips on how to make your customers love you even more.

Dan Gingiss: Always upbeat and definitely entertaining, customer retention expert Joey Coleman.

Joey Coleman: And social media expert Dan Gingiss serve as your hosts for a weekly dose of positive customer experience.

Dan Gingiss: So hold onto your headphones. It’s time to Experience This. Get ready for another episode of the Experience This show.

Joey Coleman: Join us as we discuss a restaurant designed to create an inclusive experience, the challenges of becoming an older customer, and how healthcare is failing the customers that need it most.

Dan Gingiss: Pizzability, usability, and adaptability. Oh my.

ET LIVE: Pizzability

Joey Coleman: Sometimes we need to get out of the recording studio and experience things in person. Get ready to feel like you’re standing right next to us as you Experience This live.

Not too long ago, I heard about a restaurant concept that so piqued my interest I had to go check it out for myself. The restaurant is based in Denver, Colorado, and is called Pizzability. Pizzability is a pizzeria completely staffed by individuals with intellectual and developmental disabilities. It was founded by Tiffany Fixter, a special needs teacher who saw a need for jobs and training for adults with disabilities. Not only does Pizzability provide job training and skill development that will translate into future job opportunities for their employees, they also make a pretty delicious pizza as well.

In fact, they’ve taken their philosophy and applied it to all aspects of their business. They work with a Colorado farm that employs people with intellectual and developmental disabilities to provide produce for toppings. They’re constantly on the lookout for other vendors and suppliers that have a similar commitment to working with individuals who have disabilities.

Given that I live just up the road in Boulder, Colorado, I decided to take a little road trip to Denver and asked my good friend Nick Hemmert to join me for lunch at Pizzability. What follows is a recording of the conversation that we had while we were in the restaurant waiting for our order to be prepared.

Pizzability is a fascinating restaurant in Denver, Colorado in that the staff all have disabilities. The restaurant was designed to create a place where folks who had disabilities could actually come to work. As I’ve walked into Pizzability on a Friday afternoon at about 12:30 for lunch, the restaurant is absolutely packed. Packed to the gills. It’s almost standing room only.

What’s really fascinating to me and my buddy Nick Hemmert, who I’m sitting here talking with and we’re having lunch, is the fact that in many ways the customers are the staff and the staff are the customers. You were saying something about that, Nick.

Nick Hemmert: Yeah. What I appreciate about what I’m seeing here with 30 to 40 people that are literally standing, [crosstalk 00:03:41] finish their lunch and they’re just hanging around socializing. It’s a place for them to be able to do that at lunchtime.

Whereas, you just hear another person just get excited here a second ago. That’s accepting for this place. I think if they went to another restaurant for the traditional lunch on Friday, I don’t think they’d be able to have socialized time. Even if it was a coffee shop or a place that would be more socially acceptable.

I think it’s really great just to see that there are people of all different abilities here for lunch, not just those with unique abilities, with all abilities, having conversations and being able to be themselves.

Joey Coleman: Yeah, there’s so many things about the restaurant that are incredibly thoughtful and clearly show that a lot of consideration has gone in not only to the customer experience but to the employee experience.

For example, when we walked up to order our menu was a single sheet of paper that had photos of the different types of pizza you can get. You circle the photo of the type of pizza that you want and then whether you want a single slice or a full pizza and then you write your name at the bottom. What becomes very apparent very quickly is that regardless of someone’s ability to maybe read or speak English, they’re able to look at the pictures and know exactly what you want. I’ll include some photos in the show notes, not only of the menu, but also of the recipes for the different pizzas are listed above the pizza preparation area. So it becomes very clear that anyone, just by looking at the pictures, is going to be able to build out the various recipes for the pizza that folks would order.

They also give us two little tickets for the gelato. This restaurant, Pizzability, serves pizza, they have drinks, and they have gelato for dessert. We got two tickets for gelato, which the staff person who gave them to me shared that the reason they give out the tickets is then when we come up, all we have to do is exchange a ticket and their staff know that one ticket is good for one scoop of gelato. It’s a great way to not only have some efficiency and how quickly they can turn tables, something that most restaurants pay attention to, but it really allows anyone on the other side of the counter, the staff member, to be able to take the order and process the order regardless of what their abilities may or may not be.

Nick Hemmert: The other thing I’m noticing too is the variety of different areas that they’ve created for people to sit. They have outdoor furniture. We’re sitting at a table that’s not the traditional outdoor table with an umbrella underneath it. Inside they have a traditional restaurant setting where they have small tables for two, tables for groups, they also have a bar where people can sit and actually watch the pizza being made or checkout the environment that’s going on.

Someone just came in with a dog mat and set it down next to their spot at the bar for their dog to just enjoy the environment as well.

Joey Coleman: Yeah. I think what the thing that is most amazing to me is, I don’t know the last time I ate at a restaurant where the customer base was as diverse as it is here. Just based on observations, you pretty much can see folks of all races, all genders, it appears to be all walks of life if one were to just base an observation based on dress or where people are at, and the entire space has a very fun, inclusive, open feel to it.

What’s interesting is the doors to the restaurant, we’re sitting outside, the doors to the restaurant are propped open and it appears, again not entirely sure. They’ve got a garage door on one side that’s up and on this side of the restaurant are regular just double doors, but they’re propped open and I get the feeling based on looking at the ground and where their prop is, that they’re propped open all day, every day.

So unlike a typical restaurant, where lots of times even opening a door could be a challenge for someone depending on some physical challenges they may have, here you can roll in, you can walk in, you can just enter the space without any encumbrances and be right up to the bar, placing your order, right up to the counter, placing your order.

It’s got a great energy and a great vibe to it. I think so many businesses, so many restaurants, try to create a theme or a vibe. If I had I had to describe the vibe of Pizzability in one word, it’s inclusive.

Nick Hemmert: I agree.

Joey Coleman: Fantastic place. If you get the chance, highly recommend come to Denver, Colorado, come to Pizzability, you won’t be disappointed. There are some great lessons that we can take away that Dan and I are going to talk more about.

But thanks for joining us for an experience live and thanks to Nick for letting us record our conversation. Thanks so much.

Nick Hemmert: Thanks for having us.

Dan Gingiss: Wow. This sounds like an absolutely amazing place, Joey. I’m so glad that you found it because it’s just a perfect example of something that we like to share on this show. I’m reminded back in episode 42 where we talked about the Starbucks outside of DC, right near Gallaudet University that committed to having an entire store filled with employees that could speak sign language and that the store was a lot quieter than other stores because of that.

But I think this is such a great idea on so many fronts. I think it, number one, I love the fact that it is providing job opportunities and skill development. Number two, I think it’s providing for customers. I think some exposure to people with intellectual and developmental disabilities and the fact that they can work regular jobs, and that they can be a contributing part of society, I think it’s probably a MythBuster in a lot of ways for consumers.

Obviously because it is a restaurant, you did mention that they have delicious pizza too. And I think that’s really important, because I don’t think this experiment would work if the food wasn’t good.

Joey Coleman: Absolutely. I think if the food wasn’t good you’d go once to say that you did it, or to say that you supported the cause, but it wouldn’t keep you coming back for more. And I have to tell you I was surprised not only at the inclusiveness of the restaurant, but the way they had everything set up. The pizza was great, the gelato was great. This is a place that I absolutely will go back to again. I also find myself thinking that when I have clients or friends come to Denver, I want to take them there because I think it’s so beautifully illustrates inclusive design and being conscious of the fact that you may have customers that are different than you and what can you do to design your business for that?

Dan Gingiss: It’s just if I can jump in. When I worked, particularly at Discover, also at Humana on the websites, a lot of the work is having to develop features and functionalities that are based on the rules outlined in the American Disabilities Act, that requires certain ways of consuming. What I found over time is that almost everything that we “had” to do, that the lawyers say, “Well, you have to do this to be in compliance with ADA,” ended up creating a better experience for everyone. Because it’s making things often simpler to read, or easier to manually click on, or whatever it is, whatever disability you’re trying to address, it actually makes the whole experience for smoother for everyone.

Joey Coleman: Absolutely, and I think what was fascinating is after we finished recording, I was in the restaurant walking around and I noticed some other things that I hadn’t noticed the first time when we walked in. The restaurant has a menu of adaptive utensils. They have special utensils designed for different types of customers, including easy hold utensils that strap to your hand, for people that struggle to maintain grip strength, they have bendable utensils that have an adjustable head to make it easier to move the food to your mouth, and they have weighted utensils that help reduce spilled food caused by shaking hands.

Pizzability also had a wall filled with items to assist those dealing with sensory challenges, including a half dozen pairs of noise canceling headphones and textured mats for guests that benefit from tactile stimulation.

In short, my time at pizzability was incredibly eye-opening about the ways that customer centric design can anticipate the needs of many different types of customers that might come into your business.

Now, let’s be honest, not every business is going to be specifically designed to be as open and inclusive as Pizzability. That being said, there are dozens of little things you can do to make the people that purchase your products and services feel more comfortable, more considered, and more valued.

Dan Gingiss: If you want to see photos of Pizzability, their creative menu solution, and some of the other experience enhancing features that we spoke about in this segment, check out the show notes at experiencethisshow.com

CX PRESS: The World is Designed Against the Elderly

Joey Coleman: There are so many great customer experience articles to read, but who has the time? We summarize them and offer clear takeaways you can implement starting tomorrow. Enjoy this segment of CX Press, where we read the articles, so you don’t need to.

I’ve got a question for you, Dan. Do you know what the average life expectancy is for a man and for a woman here in the United States?

Dan Gingiss: Well, I know that women tend to live longer then men and so I would guess that it’s maybe for a man say 75-ish and maybe a woman 80.

Joey Coleman: Very, very close, my friend. According to the US Department of Health and Human Services, the average life expectancy is 78.6 years for men and 81.1 years for women. But what’s more interesting is that as people grow older, life expectancy is actually increasing. What that means is that as time goes on, we’re continuing to live longer, and so for those people who are now 65 years old, the average life expectancy is actually 83 for men and over 85 for women. And this is only going to keep going up.

Now while generally speaking, this is certainly a good, there’s some pretty big problems with this shifting life expectancy, and a big concern is outlined in today’s CX Press article from the Fast Company website, and don’t worry folks, we’ll link to it in the show notes over at the experiencethisshow.com.

The article is titled, I Wrote the Book on User-friendly Design. What I see today horrifies me. And was written by Don Norman. Don is the 83 year old author of the industry Bible Design of Everyday Things, and a former Vice President at Apple.

Now Don Norman knows a thing or two about user-friendly design, as is probably obvious by his background and bio. He wrote the book. And in our article he explains the challenges that he faces in his own home. As a reminder, Don himself is 83, and I’m quoting, “Everyday household goods require knives and pliers to open. Containers with screw tops require more strength than my wife or I can muster. We solve this by using a plumber’s wrench to turn the caps. Companies insist on printing critical instructions in tiny fonts with very low contrast. Labels cannot be read without flashlights and magnifying glasses. And when companies do design things specifically for the elderly, they tend to be ugly devices that shout out to the world, I’m old and I can’t function.”

Dan Gingiss: I love that quote. I’m reminded of my mom, who both on her computer and her iPhone, has the font setting to something that is so big that to me it looks like she fits about three words on a page. But this is how she consumes.

I remember when I worked at Humana having to focus on that senior population that you can’t design it like you’re designing it for a millennial. It’s not how they consume, it’s not how they read. I think that obviously Don Norman, he’s the king and the emperor of design thinking, and it’s very interesting that he’s now at an age where he’s starting to experience this himself.

I often find that I’ll be sitting somewhere and even if it’s not a physical thing, for example, signing up for healthcare. Every year when I was in the corporate America and I was signing up for healthcare and I had this big spreadsheet going with all the comparisons, I was like, what do the dumb people do? Because, I’m pretty smart, I feel, and this is really hard and taking up a lot of time. It’s not designed to be easy.

Joey Coleman: I definitely had a variation on that theme. Having gone to law school, I often find myself reading things going, I’m struggling to understand this. How would you understand it if you didn’t have a law degree? But I think what’s interesting about the points that Don makes is not only is there a growing population of senior citizens, but we also have an increasingly large number of active healthy 65 plus year old people on the planet who aren’t a small market, and these people, in fact, usually have more time and more discretionary income that they’re happy to put into the marketplace if the marketplace is willing to design things that will meet their needs.

Now Don points out a few different challenges that older people face that businesses should take into consideration. The first one is reduced vision. When you think about your own products and services, how much of the associated text, whether it’s directions or warning labels, identification marks, etc, is written in a typeface that is so small you need a magnifying glass to read to?

Nick Hemmert: Or what about hearing loss? Don notes in the article that it’s become difficult for him to eat in a loud restaurant. He calls it torture and observes that quote, “More and more my wife and I select restaurants by their noise level rather than by their food quality.”

How many restaurants, coffee shops, and places where people gather are adding to the noise with loud music, loud machines and the hustle and bustle of customer traffic without considering the fact that some customers may be choosing not to do business with them because of the loud sounds at their business?

And don’t even get us started on technology that increasingly requires on touch. The increase in devices using display screens often with tiny lettering and touch sensitive areas. It makes it a challenge for anyone with diminishing eye hand coordination.

Joey Coleman: You know, the sad thing Dan, is that it’s actually even worse than this. As if the status quo wasn’t challenging enough. The companies that are targeting the senior market often do so in less than design conscious or experience conscious fashion. Products that are designed for the elderly, I’m just going to say it straight, they tend to be ugly.

Back in my great-grandmother’s time, a cane was often seen as a functional tool with an artistic accessory element. I remember very well, she had a black wooden cane with a silver eagles head on top of it with green jewels in the eyes. It was stunning. You could see it from across the room. Now canes and walkers look like they were designed to use the most metal, in the boxiest format, and ideally be strapped on the side of a rocket going to space. Today, a cane isn’t an accessory, it’s a medical device.

Dan Gingiss: It’s so funny you should bring up that example, because my mom had hip surgery last year, and she had to use a cane for a little while, and she asked her grandchildren to decorate it with stickers. So, all four grandchildren brought stickers and made her… She had the coolest cane around, and she said that people stopped her in the street because they thought her cane was so cool.

Joey Coleman: Right. And so we shift from having a cane being a sign of maybe things in your life that aren’t going the way you’d like them to go, a decrease in mobility, to a cane being a topic of conversation.

Dan Gingiss: Exactly. In the field of design, paying attention to the potential use cases of all customers is called inclusive design. It anticipates a variety of needs and in the process helps everyone. Don notes that curb cuts, those gentle slopes between the sidewalk and the street were meant to help people who had trouble walking. But it turns out they help anyone wheeling things, carts, baby carriages, suitcases, and more.

Joey Coleman: You know, this is exactly what you were talking about from the work you used to do around ADA compliance. When we make a website more compliant with the Americans With Disabilities Act, it makes the website more usable for everyone.

So this isn’t just about, hey, let’s be kind to the elderly and do better designs for them, this is, let’s be more conscious of our design and design things that are going to help everyone experience our products and services better.

Let’s be candid, everybody listening to this show will at some point be older than they are right now and probably significantly older.

Dan Gingiss: That’s pretty deep.

Joey Coleman: Pretty deep. You like that?

Dan Gingiss: In fact, they are older than they were just a few seconds ago.

Joey Coleman: And that’s one to grow on. No, probably significantly older. We need to start thinking about more inclusive designs now and if not for the benefit for those who are elderly today, then we should do it for more selfish reasons, because we’re going to be the elderly of the future.

Here’s how you can start working on this now. Look at your products and services and honestly ask whether they’re user friendly for users of all ages. And don’t just take your own theoretical opinion on this. Talk to people who are elderly, give them your products, have them experience your services, and see what they have to say about your products.

Do a focus group with people over age 65, instead of just a focus group with the millennials. If we want to build something that is longterm, if we want to have products and services that can stand the test of time, we need to design those services and design those products to work for customers who are longterm themselves.

START THE CONVERSATION – DESIGN THINKING

Joey Coleman:  Sometimes all it takes is a single question to get your company thinking about an improved customer experience. Here’s an idea for how you can Start The Conversation.

This week’s Start The Conversation topic is the art of design thinking. Designing new experiences isn’t easy. Many organizations default to just fixing broken experiences, and in many cases that simply isn’t enough to meet your customer’s expectations. To amaze customers, you must design new experiences, or redesign old experiences with an intentional focus on the customer and with their point of view in mind.

Dan Gingiss: What exactly is design thinking? Here are three key components. One, exploring innovative ideas and solutions beyond what you think may be currently possible. Two, empathizing with customers, keeping their needs and point of view at the forefront throughout the design process. And three, creating experiences that address customer needs and expectations first, and business needs and goals second.

Joey Coleman: Interestingly enough, Dan, I think this is what actually got me interested in customer experience in the first place. Because I had been running an ad agency where we were doing a lot of design, literal design, designing logos, designing ad campaigns, graphics, business cards. And the more I started to think about all the experiences that folks were having, I realized that we could take that design thinking and extend it into the actual experiences, taking it beyond colors and type faces, and instead making it about how folks interact with all of the various products and services we offered.

I think adopting this type of design thinking is not only a must for the success of your business, but it’s something that’s really fun too. It’s a great way to engage your employees in a conversation that makes them feel that they have a voice, makes them feel that they’re being heard, and it allows them to build more empathy and connection with your customers and the types of people you serve.

Nick Hemmert: And now for this week’s question about the art of design thinking. Is my organization actively engaging in design thinking? We encourage you to start the conversation within your own organization and then continue it with Avtex at experienceconversations.com. Again, that’s www.experienceconversations.com

DISSECTING THE EXPERIENCE: The Healthcare System is Failing Seniors

Joey Coleman: Sometimes a remarkable experience deserves deeper investigation. We dive into the nitty gritty of customer interactions and dissect how and why they happen. Join us while we’re Dissecting The Experience.

Dan Gingiss: I recently published a three part series on Forbes about the state of healthcare in the United States and the many, many customer experience opportunities that exist in an industry that is continually ranked at the bottom of most customer satisfaction surveys.

The first article in the series was called Why Treating Patients as Consumers Can Improve the Healthcare Experience. And the second one was, As Healthcare Goes Digital, Consumer Engagement and Experience Improve. But I really want to discuss the third one today, which fits in so well with this episode. Why an Aging Population Means HealthCare Customer Experience Must Adapt.

Now we’re all familiar with how difficult and unsatisfying the healthcare experience can be in the United States. It’s hard to sign up for healthcare. It’s hard to understand healthcare jargon, something that we talked about in episode 13. It’s often hard to schedule an appointment with a doctor unless you’re willing to wait weeks or even months, and there’s still tons of literal paperwork, stuff that should be digitized. Just try to piece together your entire health history in any meaningful way. Now imagine how much tougher this is on the older population.

Joey Coleman: You know, Dan, I thought there was one really poignant quote in your article, it came from David Stewart, a founding partner at Ageist, a company that is dedicated to promoting life after 50, and he said, “We have found that treating people as intelligent, informed adults gets better outcomes and a more positive view of the brand or a company.” I found that quote poignant, but the fact that it even needs to be said is pathetic and it shows that we’ve lost our way in the healthcare industry.

Dan Gingiss: Totally agree, Joey. That’s why I included it.

Joey Coleman: I get it. Well, let’s say the desired effect of creating an emotional rise out of your readers was achieved.

Dan Gingiss: Exactly. Thank you. I also got to talk with Geeta Wilson, who is the founder and CEO of a company called Consumer Society. It’s an early stage tech and experience design company building an enterprise experience management technology platform to connect all of the major industry players in healthcare, the insurance companies, healthcare professionals, and consumers. Now, full disclosure, Geeta and I worked together at Humana and she’s a good friend, but I asked her, is the healthcare system failing seniors today? And here’s what she said.

Geeta Wilson: The short answer is yes. While there have been gains in precision medicine, life sciences, and medical treatments, the administration and navigation of healthcare as a system remains complex and confusing to all consumers. When you add to this population differences related to aging, such as chronic conditions, digital literacy, and social determinants of health, the age and experience in healthcare falls short.

The industry is unprepared for a very different aging population than it has traditionally served in the past, for the last 30 plus years. Commonly known as the Silent Generation, accepts a more passive approach to health and receives medical opinion and authority without question. Very different from today.

The newer aging population will nearly double in size to about 80 million by 2030 and the industry is not prepared for this unless it starts to aggressively address some of the gaps in the consumer experience we’re seeing today. Older adults are poised to shape consumer and healthcare experiences in the years ahead.

At Consumer Society, we design experiences for specific segments and personas who have defining motivations, attitudes, and behaviors, in addition to their preferences and demographic characteristics. While all consumer needs are important, we think solving for the most complex demographic, that is an aging population with at least one chronic condition and perhaps an indifferent or antagonistic attitude towards their health, will set the stage for all populations and their needs to be met.

Dan Gingiss: Healthcare is obviously not alone. As we’ve discussed in this episode. The aging population in the United States will be the largest of all time, and the 50 plus cohort controls 70% of consumer discretionary spending in the United States. Designing for seniors is no longer optional. It’s now a core responsibility for nearly every company in every industry.

Joey Coleman: Thanks for joining us for another episode of Experience This.

Dan Gingiss: We know there are tons of podcasts to listen to, magazines and books to read, reality TV to watch. We don’t take for granted that you’ve decided to spend some quality time listening to the two of us.

Joey Coleman: We hope you enjoyed our discussions, and if you do, we’d love to hear about it. Come on over to experiencethisshow.com and let us know what segments you enjoyed, what new segments you’d like to hear. This show is all about experience, and we want you to be part of the Experience This show.

Dan Gingiss: Thanks again for your time and we’ll see you next week. For more…Joey Coleman: Experience This.


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Join us as we discuss:  How to identify customer sentiment using more than just words, why asking for feedback shouldn’t annoy customers, and how a new store operates without cashiers.

Emojis, Surveys, and Sodas. Oh my!

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Join us as we discuss: the best parts of an international customer experience conference, the most remarkable experiences of the last year as shared by the listeners in our LIVE audience, and the true state of customer experience in 2019.

Highlights, Highfliers, and High Points. Oh my!

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Join us as we discuss:  using experience to attract new audiences, building natural tourist attractions, and an Italian meal to remember… in Australia?

Prima Donnas, Penguins, and Pasta. Oh my!

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Join us as we discuss: a coffee shop that helps patrons get their mojo on, how to leverage the knowledge of all of your customers in one place, and why words matter – if you want to sound smart.

Caffeinated, Educated, and Articulated! Oh my!

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Episode 51: The Remarkable Aspects of the British Experience

Join us for a special “London Edition” as we discuss: avoiding turbulence at 35,000 feet, how to properly welcome someone at the border, and getting a haircut at the airport?!

Flyers, Criers, and Clippers. Oh my!

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