Episode 90 – Using Video to Show What You’re Trying to Say

Join us as we discuss ten things that define your future customer, using video in place of print, and connecting with your customers offline!

Principles, Videos, and Tissues – Oh My!

[Book Report] The Customer of the Future: 10 Guiding Principles For Winning Tomorrow’s Business

Long time friend of the show and CX expert Blake Morgan’s new book, The Customer of the Future: 10 Guiding Principles For Winning Tomorrow’s Business divides customer experience into three defining buckets: Psychological, Technical, and Experiential.

In a rapidly changing world, the ability to adapt to the surrounding environment is paramount. Morgan illustrated this point by sharing the story of the Mexican Tetra:

In the permanent darkness of the caves in the lower Rio Grande, a translucent fish thrives. This albino looking cave dweller is not different than any other fish except for the fact that the fish is blind. However, this fish was not always blind. The entire species of this fish became blind over time, living in a dark cave with little oxygen. Finding food is difficult when living in darkness. Eyesight is not helpful and being efficient is critical to survival. Over time, these fish sacrificed their eyesight so they would be able to retain more energy to find food and survive in the difficult environment of the caves. The blind cave fish have 15% more energy than seeing fish. These small pinkish miracles are called Mexican Tetra. They evolved as their dark and uncertain environment required. They did not go into a cave and die. They learned to thrive in the cave by losing the sight that was useless to them in that environment, the blind cave fish remind us that it’s our ability to evolve, adapt, and embrace change that determines our ability to survive in the world. It’s no different for the businesses we create and run.

Blake Morgan, author of The Customer of the Future: 10 Guiding Principles For Winning Tomorrow’s Business

In order to succeed in the future, companies must pay more attention to how employees feel at work. With the right mindset, all employees can positively affect the customer’s experience. Employees need to have experienced high-quality customer experience so that they know what to deliver for customers.

Blake shares six tips for creating a customer-centric culture:

1) Hire emotionally intelligent leaders and managers.
2) Hire a diverse set of leaders who reflect a diverse customer base.
3) Normalize candid conversations to create a culture of transparency and open communication.
4) Encourage leadership to spend time out in the field talking to customers.
5) Ensure managers keep an open line of communication with employees while building and developing an employee-centric culture.
6) Talk to employees in order to learn what they like (or don’t like) about the organization’s culture.

[Dissecting the Experience] Explainer Videos

Tony Jones, the Innovation Director at Signal TV in the UK, shares creative ways for using video to enhance the customer experience. Using interesting customer data from profiles, subscriptions, and travel bookings, Signal TV creates personalized videos that are more engaging and easier to digest than words or even pictures sent via email. The better the data Signal TV has, the better the video they can create. For example, a personalized video not only welcomes a new car owner to their vehicle, but it also shares detailed information about the vehicle’s operation and clarifies how much the customer will pay each month.

What we’re doing is using customer data to tell a story that’s relevant to them and taking the most interesting and most relevant parts of those data points from their profile, their subscription, or their travel booking, for instance, and playing it back to them so that they understand it.

Tony Jones, Innovation Director at Signal TV

By using more video, companies experience a significant reduction in incoming customer center calls. Videos also leads to a large uptick in clickthroughs as opposed to sending standard emails.

[Avtex Engage 2020] Always Be Learning More

Any customer experience professional knows that the learning never stops – even if it happens on “summer vacation.” Don’t miss Engage 2020 this summer – hosted by our partners at Avtex!

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
to save 10% off the ticket price!

[Listener Stories] Puffs to the Rescue

Leandra jokingly shared on Twitter that she was spending a milestone birthday with her BFFs – Puffs and Musinex. Puffs posted a playful and sympathetic response on Twitter and then sent Leandra a handwritten note as well as a bunch of tissues to get her through the cold season.

Don’t underestimate the power of a handwritten note and a real-world interaction!

In an increasingly digital era, tangible touchpoints are exceedingly rare. People are dying for analog connection.

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

Leandra’s co-worker remarked (online no less), “That’s so sweet of Puffs! Because of your story alone, they’ve won my loyalty now too!” Don’t underestimate the power of a remarkable experience creating a lifelong fan in your direct customer – and their friends!

Links We Referenced

Host Contact Information

Email Dan: Dan@dangingiss.com

Tweet Dan Gingiss: @DGingiss

Email Joey: JoeyC@JoeyColeman.com



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Episode Transcript

Download a transcript of the entire Episode 90 here or read it below: