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The Customer Of The Future Wants Connection And Progress

The Modern Customer Podcast

Release Date: 05/19/2020

Creating A Customer-Centric Utility Company show art Creating A Customer-Centric Utility Company

The Modern Customer Podcast

Creating A Customer-Centric Utility Company Utility companies aren’t typically known for their customer-centricity.  But Kevin Walker, CEO of Duquesne Light in Pittsburgh, is transforming the industry by making customers a central focus. Walker admits that the system used to be a one-way flow from facilities to customers. Until recently, most utility companies referred to their customers as “meters” or inanimate objects instead of focusing on them as humans. But customers are more involved in their utilities than before, and an increasing number of companies like Duquesne Light are...

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Customer Experience is a Decision show art Customer Experience is a Decision

The Modern Customer Podcast

Customer Experience Is A Decision People often refer to customer experience as a discipline. But it’s more than that—customer experience is a decision. No matter where you are in your career, customer experience is a decision to wake up and care about customers, influence change and create a better world. Customer experience is constantly changing and isn’t something you can check off your list once. You have to decide to show up every day and carry the energy with you to go above and beyond. Customer experience is a decision. You have to work like you have skin in the game and...

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What’s Next For Return Logistics show art What’s Next For Return Logistics

The Modern Customer Podcast

What’s Next For Return Logistics Returns are a part of doing business for retailers, especially as e-commerce grows and shoppers have more options than ever before. But that doesn’t mean the return process has to be difficult for retailers or consumers. As e-commerce grows and transforms, so too does return logistics. David Sobie is the co-founder and vice president of Happy Returns, a leader in return logistics. Instead of the old method of customers having to print a label, package their item, and ship it back to the retailer, Happy Returns offers box-free and printer-free returns at its...

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The Secret To Data-Driven Marketing show art The Secret To Data-Driven Marketing

The Modern Customer Podcast

Do your marketing efforts feel like a shot in the dark? It doesn’t have to be that way.  With the power of today’s abundance of data, brands can use a measured and data-driven approach to build an agile and compelling customer experience.   According to Tiffany Perkins-Munn, Head of Data and Analytics at J.P. Morgan Chase, this isn’t the old way of marketing. Data-driven marketing starts with collaboration and cohesion between all areas of the company, including marketing, sales, and operations. Combining these capabilities through the lens of innovation ensures companies...

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AI Creates Super-Human Customer Service show art AI Creates Super-Human Customer Service

The Modern Customer Podcast

When most people think of customer service artificial intelligence, they think of chatbots.  But the power and potential of AI in customer service extend far beyond chatbots, which Forethought CEO Deon Nicholas says tend to be very artificial and not very intelligent.  Truly leveraging the power of AI allows brands to create super-human customer service.  Reaching that level requires using human-centered AI that augments human employees and contact center agents instead of replacing them. Nicholas compares the new technology to financial spreadsheets. Years ago, people thought...

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Transforming The B2B Buyer Journey show art Transforming The B2B Buyer Journey

The Modern Customer Podcast

The B2B buyer journey is changing, and companies that can match changing demands with technology, personalization and flexibility will succeed.  Plenty of research shows that B2B buyers get 50%-60% down the buying journey before they engage with a salesperson. But Mike Marcellin, Chief Marketing Officer at Juniper Networks, says that the buying journey isn’t linear. Buyers don’t connect with a company as soon as they hit a certain point in the journey.  Throughout the buying process, buyers get information online and from peers, analysts and other sources. Companies can no longer...

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How Leaders Can Build Relationships Through Transparency show art How Leaders Can Build Relationships Through Transparency

The Modern Customer Podcast

It’s not every day you see a CEO dancing on TikTok. But being vulnerable and transparent is one of the reasons Ali Bonar has seen incredible growth and success with her company, Oat Haus. Consumers are moving more towards sharing real experiences and less about hiding behind the perfect filter. Customers crave connection and want to build relationships with transparent leaders—even if that means showing off their dance moves.  Ali started sharing her journey online long before she ever considered being an entrepreneur. As she recovered from an eating disorder, she shared the ups and...

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How‌ ‌To‌ ‌Build‌ ‌An‌ ‌ROI‌ ‌Model‌ ‌For‌ ‌CX‌ show art How‌ ‌To‌ ‌Build‌ ‌An‌ ‌ROI‌ ‌Model‌ ‌For‌ ‌CX‌

The Modern Customer Podcast

Investing in customer experience is just that—an investment. Being able to prove the return and value of that investment is crucial for all companies, especially startups and those looking to get new customers on board.  In the early days of CampusLogic, President and COO Chris Chumley used ROI as a tool to gain new customers and establish credibility. Prospective university clients agreed that the student experience was important, but many weren’t willing to spend money on it. By demonstrating the ROI of CX and how it would eliminate pain points and create a better experience for...

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How To Turn Customer Feedback Into Actionable Insights show art How To Turn Customer Feedback Into Actionable Insights

The Modern Customer Podcast

One bad experience and the click of a mouse. That’s all it takes for a customer or employee to go somewhere else. As life and work have become digitized in the last two years, the switching cost has decreased to almost zero. It’s never been easier for people to change their company loyalty.   Experience management has never been more important.  But creating those great experiences that resonate with customers and employees requires paying attention to customer feedback and insights.  In times of uncertainty, organizations aim to consolidate the number of ways they...

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What's‌ ‌The‌ ‌Difference‌ ‌Between‌ ‌Customer‌ ‌Success‌ ‌And‌ ‌Customer‌ ‌Service?‌ show art What's‌ ‌The‌ ‌Difference‌ ‌Between‌ ‌Customer‌ ‌Success‌ ‌And‌ ‌Customer‌ ‌Service?‌

The Modern Customer Podcast

Customer success and customer service may sound similar. But what’s the difference between these two important disciplines?  Emilia M. D'Anzica, founder of GrowthMolecules and author of Pressing On as a Tech Mom, has consulted companies across numerous industries on customer success. She says one of the core differences is being proactive versus being reactive.  Customer success is proactively engaging with customers to help them get the most out of their investment. The goal is to help customers find lasting impact and value from the product to drive loyalty and long-term contract...

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More Episodes

Every consumer has their go-to brands—the companies they will do business with again and again because of a trusted track record, great product and strong service. Every company wants to be a go-to brand, only about one-third of them reach that status. In order to become the preferred brand of customers of the future, brands need to focus on connection and progress.

To better understand the ever-changing needs and demands of customers, Lippincott brought together specialists from a number of fields to predict what the world and customers will look like in five years. Those findings help drive brands’ current strategies to prepare to serve customers of the future. According to Dave Mayer, Senior Partner, Brand Strategy at Lippincott, one of the biggest takeaways is the need to prioritize customer experience. That comes from both connection and progress.

Connection

Go-to brands like Apple, Samsung and Charles Schwab drive real connections with their customers. They strive to continually improve the experience to make themselves loved by customers. Instead of simply delivering a functional need and being a transactional brand that a customer uses once and leaves, go-to brands create relationships and understand their customers to keep them coming back again and again. One of the best ways to measure connection is through NPS. If a customer says they will recommend a brand to family and friends, they likely feel a strong connection with the company.

Progress

But connection alone isn’t enough to create a resilient go-to brand. Brands that drive loyalty also help customers do something they couldn’t do before. Customers of the future want to interact with brands that fill a need they can’t get filled anywhere else. Progress means pushing customers forward, opening doors and introducing them to ideas and services they didn’t even know they needed. 

Connection and progress work hand in hand. A brand that offers progress without connection runs the risk of deflection. As soon as another brand comes with a better option, customers will abandon ship for the competition. Similarly, connection without progress means that customers will likely eventually leave for other brands that have more forward-thinking options.

Connection and progress are vital to creating go-to brands now, but they will be even more crucial in coming years. Mayer says that go-to brands grow five times faster than transactional brands and endure themselves to customers and shareholders to become resilient through difficult times. The customer of the future is values-driven and wants to connect with brands they believe in and that do good in the world. That’s progress. But they also want highly personalized experiences, which create connection. Brands must deliver on both sides to deliver a strong customer experience.

The customer of the future is changing, but they will remain loyal to their go-to brands that continue to offer both connection and progress.