This is a special episode highlighting key takeaways from past cases. In this episode, host Lyssa Myska Allen discusses tips for the best customer experience, from in-person to virtual, from top industry leaders.

Quotes

*”There's no easier audience to sell to than people who have already bought from you, know that you exist, and like the product. And so if you want to sell more to your existing customer base, you can increase their lifetime value, either through your core offering and doing a subscription service, or you can continue to launch new products that are complementary to whatever you're selling.” - Orchid Bertelsen

*”When you're designing an [educational] experience, you have to get out of the learner's way as much as possible. And anything you do that adds a little bit of cognitive load or unnecessary cognitive load, the learners feel it, and you'll see that in the churn.” - Ori Ratner

*”If you do it really well, you have this nice flow between an intelligent virtual assistant and an agent. If it needs to hand off for context, that's going to make or break an experience.” - Melissa O’Brien

*“The most important thing to me is the symbiotic nature of technology and customer experience. In this day and age, you can't really have one without the other. Or you can, but it just won't be a great experience.” - Boone Putney

*“I think the best thing that has come out of the blended world is really seeing how much we're able to do without having fans actually come to the building, and how much we've been able to engage with the community and help in other ways, besides from the hockey standpoint. We have great ownership that allow us to do that and have given us the ability and the resources to be able to do that. And so it's just a testament to our foundation and our DNA that's within the brand.” - Keren Lynch

*“You need to have focus and say no to 98% of audience expansion tactics. And then you have to have a super clear origin myth that almost acts like a magnet. A brand is not that visual styling you put on at the end. It's your brand voice and your attitude and your very reason for being. It's the mission. And that's what millennials and others will get attracted to. Nobody wants some generic corporate thing. It's very forgettable. So you have to have a narrow focus and a clear appeal to those people based on a deep understanding of their needs and their larger context. You may be just a small, transactional part of their life, but if you want to attract them, you should still resonate for them.” - Tim Ash

*“We really should be the guide along a customer's journey, not the hero of their journey. Like they are the hero, right. We're just here to make their lives better. And so much of it is listening to their pain points, listening to what brings them joy, listening to the words that they say, and then writing them down and then saying them back to them. I mean, that's literally what we do. We do a lot of case studies with our customers and we'll take the exact words that our customers say about why they like Transect, some feature that's helpful for them, and we'll regurgitate it in a marketing campaign because we know that that's what their peers are used to hearing.” - Robin Laine

Time Stamps

The Case of…

*[0:43] Scaling up a DTC Brand with Orchid Bertelsen, COO at Common Thread Collective

*[1:42] The Move to Mobile with Alexie Harper and Ori Ratner, Chief Product Officer and Chief Technology Officer at Quantic School of Business and Technology

*[2:30] Balancing Automation with Human Interaction with Melissa O’Brien

*[3:08] Leveraging Technology to Meet the Needs of End Users with Boone Putney

*[3:58] The Pandemic Pivot with Keren Lynch

*[5:17] Getting Inside Your Customer’s Head with Tim Ash

Thank you to our friends

This podcast is brought to you by HGS. A global leader in optimizing the customer experience lifecycle, digital transformation, and business process management, HGS is helping its clients become more competitive every day. Learn more at hgs.cx.

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