1 00:00:00,000 --> 00:00:01,240 Tell me about your vision. 2 00:00:02,540 --> 00:00:07,540 Yeah, it is all about doing customer, client, 3 00:00:08,900 --> 00:00:11,620 experience right. 4 00:00:11,620 --> 00:00:16,620 And to me, having worked in companies of all sizes 5 00:00:17,060 --> 00:00:21,020 for over 25 years and doing tons of research 6 00:00:22,080 --> 00:00:25,580 and speaking on stages and workshops with people, 7 00:00:25,580 --> 00:00:29,660 I've come to learn what right is. 8 00:00:29,660 --> 00:00:31,560 And the fact of doing, 9 00:00:31,560 --> 00:00:35,700 cause so many people are thinking about customer experience 10 00:00:35,700 --> 00:00:39,700 and customer loyalty, but not really doing it right. 11 00:00:41,860 --> 00:00:44,160 Tell me more, I'm very curious. 12 00:00:44,160 --> 00:00:47,620 There's some very, very specific words you use in that. 13 00:00:47,620 --> 00:00:48,660 It gets me very curious. 14 00:00:48,660 --> 00:00:50,660 So tell me more about that. 15 00:00:50,660 --> 00:00:52,420 Good, curiosity is good. 16 00:00:52,420 --> 00:00:53,940 That's intentional. 17 00:00:53,940 --> 00:00:58,940 So customer experience, customer service per se, 18 00:00:59,700 --> 00:01:01,540 has been around a very long time. 19 00:01:01,540 --> 00:01:03,620 That's when you think about, you have a problem, 20 00:01:03,620 --> 00:01:07,060 you pick up the phone or you chat with the contact center 21 00:01:07,060 --> 00:01:10,140 to get help, but customer experience 22 00:01:10,140 --> 00:01:14,480 is the broader experience you have with a company 23 00:01:14,480 --> 00:01:16,940 from how you learn about them. 24 00:01:16,940 --> 00:01:19,140 Marketing is a big play there. 25 00:01:19,140 --> 00:01:22,740 Buy, could be e-commerce, could be retail. 26 00:01:22,740 --> 00:01:27,060 Learn, buy, get, use, pay and get help. 27 00:01:27,060 --> 00:01:30,580 And there's these micro experiences within them 28 00:01:30,580 --> 00:01:32,140 and there's a journey. 29 00:01:32,140 --> 00:01:37,140 So what doing CXRite entails is this formula 30 00:01:37,300 --> 00:01:40,060 of how do you go through the journey 31 00:01:40,060 --> 00:01:44,260 and make sure that every single interaction point, 32 00:01:44,260 --> 00:01:47,700 we call them moments of truth is exceptional. 33 00:01:47,700 --> 00:01:51,340 Because if one part, if learning about your brand's great 34 00:01:51,340 --> 00:01:55,780 and buying it's easy, but paying the bill is so hard, 35 00:01:55,780 --> 00:01:57,060 customers will leave. 36 00:01:58,420 --> 00:02:00,540 And the whole experience matters. 37 00:02:00,540 --> 00:02:04,900 So that's really where I encourage listeners 38 00:02:04,900 --> 00:02:09,340 to really learn about through me, through the internet, 39 00:02:09,340 --> 00:02:12,260 whatever your best means is to understand 40 00:02:12,260 --> 00:02:15,380 what is customer experience, what is the journey mean? 41 00:02:15,380 --> 00:02:19,780 And then what I teach and educate is how do you do it right? 42 00:02:19,780 --> 00:02:22,420 How do you measure, how do you know that you're doing it 43 00:02:22,420 --> 00:02:24,660 right so that people come back again and again 44 00:02:24,660 --> 00:02:25,660 and tell others? 45 00:02:26,620 --> 00:02:27,460 That's awesome. 46 00:02:29,100 --> 00:02:34,100 Most of the entrepreneurs, they are focused on 47 00:02:34,380 --> 00:02:38,520 getting new customers and converting new customers. 48 00:02:38,520 --> 00:02:40,720 Very, very few can get to this stage 49 00:02:40,720 --> 00:02:44,580 or even think about this stage where that experience 50 00:02:44,580 --> 00:02:47,800 is what they focus on and building systems 51 00:02:47,800 --> 00:02:49,900 and processes around that. 52 00:02:49,900 --> 00:02:52,020 But we experience that every day. 53 00:02:52,020 --> 00:02:56,140 Me, you, specifically in the Western world, 54 00:02:56,140 --> 00:02:59,820 I mean the brands you go around, think about Walmart, 55 00:02:59,820 --> 00:03:04,220 think about Google, think about Facebook. 56 00:03:04,220 --> 00:03:06,580 The customer experience is impeccable. 57 00:03:06,580 --> 00:03:10,580 Netflix, for example, they have thought it through. 58 00:03:10,580 --> 00:03:13,100 And that's one of the reasons that the market leaders 59 00:03:13,100 --> 00:03:17,540 in that place where even Costco is also one of the examples 60 00:03:17,540 --> 00:03:21,300 of they get you to buy big stuff. 61 00:03:22,740 --> 00:03:24,380 They put the big TVs in front of you, 62 00:03:24,380 --> 00:03:27,020 same as Walmart is starting doing that as well. 63 00:03:27,020 --> 00:03:30,620 But you can see you walk in and there's a big TV in there. 64 00:03:30,620 --> 00:03:33,180 And so you don't feel guilty about buying small groceries 65 00:03:33,180 --> 00:03:35,320 and small gifts and small tokens. 66 00:03:36,260 --> 00:03:38,980 So that's a very, very big part of what the customer 67 00:03:38,980 --> 00:03:41,160 experience and not people are focused on that. 68 00:03:41,160 --> 00:03:46,160 So for you, Stacey, how did you get into this world 69 00:03:46,160 --> 00:03:51,160 of doing customer experiences and focusing on that? 70 00:03:53,840 --> 00:03:56,440 Where did you start? 71 00:03:56,440 --> 00:04:01,440 Yeah, I graduated college in marketing 72 00:04:01,560 --> 00:04:04,640 and got my master's, my MBA in marketing. 73 00:04:04,640 --> 00:04:08,280 And I did sales in companies. 74 00:04:08,280 --> 00:04:11,840 Then it started to evolve. 75 00:04:11,840 --> 00:04:16,840 Around 2013, I joined Verizon and I started to be 76 00:04:17,880 --> 00:04:19,640 in different roles in the company. 77 00:04:19,640 --> 00:04:23,520 And CX, customer experience, started to become 78 00:04:23,520 --> 00:04:26,360 a real known career path. 79 00:04:27,300 --> 00:04:30,400 And it blends all the roles that I did have 80 00:04:30,400 --> 00:04:35,400 in marketing and sales into how do you really keep 81 00:04:35,400 --> 00:04:36,280 those customers? 82 00:04:36,280 --> 00:04:40,020 Because as you said, getting new customers in the door, 83 00:04:40,020 --> 00:04:44,160 that's like flashy lights and it's exciting and it's sexy, 84 00:04:44,160 --> 00:04:49,160 but keeping them the loyalty, that takes a certain skill. 85 00:04:51,800 --> 00:04:56,800 And there's so many studies that say that acquiring new 86 00:04:56,980 --> 00:04:59,560 is more expensive than keeping the ones you have 87 00:04:59,560 --> 00:05:03,000 and they buy more and they become your walking, 88 00:05:03,000 --> 00:05:05,160 talking billboard to others. 89 00:05:05,160 --> 00:05:09,080 That's a goal that's so valuable to the brand. 90 00:05:09,080 --> 00:05:12,760 So I started to learn that, study that and be a practitioner 91 00:05:12,760 --> 00:05:16,680 in Verizon and then in other companies after that 92 00:05:16,680 --> 00:05:18,360 in different industries. 93 00:05:18,360 --> 00:05:22,640 And I consciously made that decision that to me, 94 00:05:22,640 --> 00:05:26,720 it is so important for businesses because when prices go up 95 00:05:26,720 --> 00:05:30,020 and they do, the economy, you can't really control that 96 00:05:30,020 --> 00:05:35,020 from where we sit, but prices go up and other things happen, 97 00:05:35,280 --> 00:05:38,400 it's experience that keeps people coming back. 98 00:05:38,400 --> 00:05:40,320 It's what they remember. 99 00:05:40,320 --> 00:05:43,000 And when you said about some of these great brands, 100 00:05:43,000 --> 00:05:46,200 I would challenge to say that they're not perfect. 101 00:05:46,200 --> 00:05:51,200 Yet when challenges happen, they take the right actions 102 00:05:54,280 --> 00:05:59,280 to be transparent, to inform and to own the challenges 103 00:06:03,060 --> 00:06:05,640 and customers see that, they realize that, 104 00:06:05,640 --> 00:06:10,640 they're forgiving versus others that don't do that right. 105 00:06:10,720 --> 00:06:11,660 Exactly. 106 00:06:12,800 --> 00:06:15,280 I wanna focus on the one key word you mentioned. 107 00:06:16,360 --> 00:06:19,640 You mentioned that it takes skill to do this. 108 00:06:19,640 --> 00:06:21,240 Can you tell me more about that? 109 00:06:22,380 --> 00:06:26,080 Yes, so half of this is common sense. 110 00:06:26,080 --> 00:06:27,420 It's like the basics. 111 00:06:27,420 --> 00:06:29,740 It's what we learned in kindergarten. 112 00:06:29,740 --> 00:06:31,960 Say hello to your customer 113 00:06:31,960 --> 00:06:34,760 when they walk into your retail store. 114 00:06:34,760 --> 00:06:39,760 Say goodbye, say, the common things that show appreciation. 115 00:06:41,520 --> 00:06:46,480 The skill comes in where there's a real CX practice 116 00:06:46,480 --> 00:06:51,480 on how do you actually design the experience, 117 00:06:51,480 --> 00:06:55,220 the journey map, the validation with real customers 118 00:06:55,220 --> 00:06:58,520 to know that you're meeting their needs, the measurements. 119 00:06:58,520 --> 00:07:01,680 Obviously there's net promoter score and PS, 120 00:07:01,680 --> 00:07:03,180 but that's not it alone. 121 00:07:03,180 --> 00:07:08,180 And so there's a skill and there's more things 122 00:07:09,320 --> 00:07:11,560 that people need to learn how to do, 123 00:07:11,560 --> 00:07:15,240 or they come to people like me who say, I can help you. 124 00:07:15,240 --> 00:07:17,080 You worry about your core business. 125 00:07:17,080 --> 00:07:19,740 I will make sure that you're doing it right 126 00:07:19,740 --> 00:07:21,600 and course correct. 127 00:07:21,600 --> 00:07:24,940 Yeah, I wanna emphasize on what you said there. 128 00:07:25,960 --> 00:07:30,080 There is no way an entrepreneur can learn every basic skill 129 00:07:30,080 --> 00:07:31,880 or every good skill out there. 130 00:07:31,880 --> 00:07:33,400 If you did, you're gonna go crazy 131 00:07:33,400 --> 00:07:35,800 and you'll never be gonna be able to do it yourself. 132 00:07:35,800 --> 00:07:39,320 The skill I think the most entrepreneur need to learn 133 00:07:39,320 --> 00:07:43,400 is hiring the right people at the right time 134 00:07:44,640 --> 00:07:49,280 for the right job or bringing together the right experts 135 00:07:49,280 --> 00:07:51,920 that need that you don't know what to do. 136 00:07:51,920 --> 00:07:55,320 I'm in digital marketing as well, 137 00:07:56,240 --> 00:07:58,300 plus business growth strategy. 138 00:07:58,300 --> 00:08:00,220 There's so much more I can do, 139 00:08:00,220 --> 00:08:02,760 but I know the value of teams 140 00:08:02,760 --> 00:08:05,040 and what teams bring to the equation. 141 00:08:05,040 --> 00:08:09,160 So hiring the right people or bringing in the right people 142 00:08:09,160 --> 00:08:11,640 for what they need, even if I can't afford them 143 00:08:11,640 --> 00:08:14,740 or a salary, there's a lot more you can do. 144 00:08:15,800 --> 00:08:19,040 So entrepreneurs do not focus on that. 145 00:08:20,000 --> 00:08:21,860 So thank you for sharing that. 146 00:08:21,860 --> 00:08:23,520 You have something you wanna share. 147 00:08:23,520 --> 00:08:24,360 Go ahead. 148 00:08:24,360 --> 00:08:27,000 Yeah, to what you said is very important 149 00:08:27,000 --> 00:08:30,280 that even if you're a solopreneur, 150 00:08:30,280 --> 00:08:35,020 you still have partners, experts that you work with. 151 00:08:35,020 --> 00:08:37,320 You might have a virtual assistant. 152 00:08:37,320 --> 00:08:38,480 There is a team. 153 00:08:38,480 --> 00:08:40,520 A team doesn't have to be what you think 154 00:08:40,520 --> 00:08:44,320 in a traditional corporation of full-time employees 155 00:08:44,320 --> 00:08:47,480 and a tight-knit team per se. 156 00:08:49,160 --> 00:08:53,120 Part of doing CXRite is when you're designing the journey 157 00:08:53,120 --> 00:08:56,680 that your clients go through, your customers go through, 158 00:08:56,680 --> 00:09:01,680 it does take into effect the people that you work with 159 00:09:01,880 --> 00:09:05,040 because if, for example, you have a virtual assistant 160 00:09:05,040 --> 00:09:07,160 and they're handling the communication 161 00:09:08,160 --> 00:09:10,380 as a part of your team, 162 00:09:10,380 --> 00:09:14,120 they have to be trained on customer experience. 163 00:09:14,120 --> 00:09:16,200 They have to deliver an experience 164 00:09:16,200 --> 00:09:21,200 that's consistent every time from beginning to the end 165 00:09:21,840 --> 00:09:23,160 of working with you. 166 00:09:23,160 --> 00:09:27,120 So I wanna emphasize that doing CXRite 167 00:09:27,120 --> 00:09:30,360 is not just about you, the owner of the company. 168 00:09:30,360 --> 00:09:32,940 It's also, it's the whole ecosystem. 169 00:09:34,860 --> 00:09:36,540 I wanna add to what you said. 170 00:09:38,080 --> 00:09:43,080 There is a difference between bringing the right people in 171 00:09:43,320 --> 00:09:45,080 to help you do what you do 172 00:09:45,080 --> 00:09:47,240 and there's also bringing in the right people 173 00:09:47,240 --> 00:09:49,440 to build you the system that's required 174 00:09:49,440 --> 00:09:52,200 to run the people that you hire 175 00:09:52,200 --> 00:09:53,760 that go to the customer experience 176 00:09:53,760 --> 00:09:56,280 or the people that make the customer 177 00:09:56,280 --> 00:09:58,320 go through an experience. 178 00:09:58,320 --> 00:10:03,320 So supposedly, if I hire you to come in 179 00:10:04,840 --> 00:10:07,400 and help with my customer experience, 180 00:10:07,400 --> 00:10:11,240 my goal would be to have you build me systems, processes, 181 00:10:11,240 --> 00:10:14,480 and resources, templates, and designs 182 00:10:15,400 --> 00:10:17,560 so that my team can rely on those 183 00:10:17,560 --> 00:10:22,560 when our contract is over 184 00:10:22,560 --> 00:10:26,560 or if whatever you came in to do is completed, 185 00:10:26,560 --> 00:10:29,560 that those people can refer back to those systems 186 00:10:29,560 --> 00:10:31,680 and templates and resources so they know 187 00:10:32,680 --> 00:10:37,680 what to do in regards to what to do when this happens 188 00:10:37,680 --> 00:10:39,680 and if these customers experience this. 189 00:10:39,680 --> 00:10:44,080 So the skill they need is hiring the right people 190 00:10:44,080 --> 00:10:49,080 with the right choices, with the right skills, 191 00:10:49,320 --> 00:10:53,200 and figuring out who not to hire and who to hire. 192 00:10:53,200 --> 00:10:56,480 And I think that's also part of what you were saying as well. 193 00:10:56,480 --> 00:10:58,240 So thank you for sharing that. 194 00:10:58,240 --> 00:10:59,320 Yeah, it is. 195 00:10:59,320 --> 00:11:02,160 And I personally believe the philosophy 196 00:11:02,160 --> 00:11:06,760 in my doing CXRite framework is co-creation. 197 00:11:06,760 --> 00:11:09,500 I don't know your business as well as you do. 198 00:11:09,500 --> 00:11:14,500 So I'm bringing that expertise to actually audit. 199 00:11:14,980 --> 00:11:17,420 What are you doing now? 200 00:11:17,420 --> 00:11:19,740 Specifically, specific questions 201 00:11:19,740 --> 00:11:21,300 on how are you really taking care 202 00:11:21,300 --> 00:11:24,060 of your customers and clients? 203 00:11:24,060 --> 00:11:28,060 And then validate what is today 204 00:11:28,060 --> 00:11:30,580 actually is how they want it. 205 00:11:30,580 --> 00:11:34,140 If you only offer them, let's say, 206 00:11:35,660 --> 00:11:39,100 let's say a chatbot that they can carry out 207 00:11:39,100 --> 00:11:41,460 and they can communicate for help, 208 00:11:41,460 --> 00:11:44,020 but they really wanna talk to a person 209 00:11:44,020 --> 00:11:46,920 and you're not giving them that option, 210 00:11:46,920 --> 00:11:48,140 you need to know that. 211 00:11:48,940 --> 00:11:49,860 Yes. 212 00:11:49,860 --> 00:11:50,680 Right? 213 00:11:50,680 --> 00:11:54,020 The same thing if they are talking to a chat 214 00:11:54,020 --> 00:11:58,260 and let's say the chatbot can do some really good 215 00:11:58,260 --> 00:12:01,220 quick answers, but the person says, you know what? 216 00:12:01,220 --> 00:12:05,340 This is a big cost to me, to my business. 217 00:12:05,340 --> 00:12:07,640 I need to talk to a person. 218 00:12:07,640 --> 00:12:11,020 Well, how easy is it to get to a person? 219 00:12:11,020 --> 00:12:14,580 Is that bot giving the information to the human 220 00:12:14,580 --> 00:12:16,740 so they don't have to repeat themselves? 221 00:12:16,740 --> 00:12:20,840 Like those are the kind of things in the journey 222 00:12:20,840 --> 00:12:23,780 that you might not realize how it can make 223 00:12:23,780 --> 00:12:25,540 or break the experience for them 224 00:12:25,540 --> 00:12:28,540 and they'll go somewhere else because of it. 225 00:12:28,540 --> 00:12:33,140 Yeah, people find reasons to go places all the time. 226 00:12:33,140 --> 00:12:36,820 And think about, and there's so many nuances 227 00:12:36,820 --> 00:12:38,980 to think you said and I think you're very, very, very right 228 00:12:38,980 --> 00:12:42,180 in mentioning that. 229 00:12:42,180 --> 00:12:46,700 Think about when, so I recently had an experience 230 00:12:46,700 --> 00:12:50,880 when I was looking for, I can't remember what it was. 231 00:12:50,880 --> 00:12:54,840 I think I was looking for some sports equipment 232 00:12:54,840 --> 00:12:58,260 and I was at a shop and usually those sports equipment 233 00:12:58,260 --> 00:13:03,260 costs a lot of money and in the moment, 234 00:13:03,540 --> 00:13:05,900 usually I think online's cheaper 235 00:13:05,900 --> 00:13:08,020 or online's better or whatever. 236 00:13:08,020 --> 00:13:09,740 There's warranties, information. 237 00:13:09,740 --> 00:13:12,140 So I'm looking at the things he's showing me 238 00:13:12,140 --> 00:13:14,640 and I'm looking at the prices online 239 00:13:14,640 --> 00:13:16,780 and right as I'm doing that, he said, 240 00:13:16,780 --> 00:13:20,500 hey, we have a price match guarantee from online. 241 00:13:20,500 --> 00:13:22,980 I'm like, oh, that saves me a lot of time, energy, 242 00:13:22,980 --> 00:13:25,780 and effort, like hey, this is something you mentioned. 243 00:13:25,780 --> 00:13:27,340 And that's part of the customer experience 244 00:13:27,340 --> 00:13:28,980 that most people don't think about. 245 00:13:28,980 --> 00:13:33,280 Where like, what is, what am I experiencing? 246 00:13:33,280 --> 00:13:38,280 What are my concerns when I'm going through your experience? 247 00:13:38,860 --> 00:13:41,460 Most people don't have any systems or processes 248 00:13:41,460 --> 00:13:46,140 in place to onboard a client, let alone to de-board a client. 249 00:13:46,140 --> 00:13:48,140 They don't have systems and processes to place 250 00:13:48,140 --> 00:13:50,060 when you're taking information from them 251 00:13:50,060 --> 00:13:54,500 or when you're making them go through back and forth 252 00:13:54,500 --> 00:13:56,800 on things they need from you. 253 00:13:56,800 --> 00:14:00,540 So like in website world, in development world, 254 00:14:00,540 --> 00:14:03,860 there's cycles people need to follow 255 00:14:03,860 --> 00:14:06,140 to build the right product for someone. 256 00:14:06,140 --> 00:14:08,620 You need to be continuously talking to them, 257 00:14:08,620 --> 00:14:10,260 like hey, is this what you need? 258 00:14:10,260 --> 00:14:11,100 Is this what you need? 259 00:14:11,100 --> 00:14:12,800 Do you want to change the strategy? 260 00:14:12,800 --> 00:14:14,060 Do you like this experience? 261 00:14:14,060 --> 00:14:15,500 That's how it's gonna look like. 262 00:14:15,500 --> 00:14:17,740 And most people don't have that. 263 00:14:17,740 --> 00:14:22,180 They're so focused on the right now providing 264 00:14:23,220 --> 00:14:25,580 for their family that they can't think about it. 265 00:14:25,580 --> 00:14:27,500 And we have to get them out of that mindset. 266 00:14:27,500 --> 00:14:30,660 We have to get them out like hey, focus on this 267 00:14:30,660 --> 00:14:33,600 while you're doing this so you can build this. 268 00:14:34,660 --> 00:14:37,420 Yes, when I was working at a company 269 00:14:37,420 --> 00:14:39,940 in the e-commerce department, 270 00:14:39,940 --> 00:14:42,860 I was managing the marketing and the e-commerce 271 00:14:42,860 --> 00:14:44,860 of the website experience. 272 00:14:44,860 --> 00:14:48,420 And something that was so essential to this success 273 00:14:48,420 --> 00:14:51,100 was really looking at the voice of the customer, 274 00:14:51,100 --> 00:14:53,380 getting the customer feedback, 275 00:14:53,380 --> 00:14:57,380 both in a structured way like surveys, 276 00:14:57,380 --> 00:15:00,740 but then also unstructured, unsolicited, 277 00:15:00,740 --> 00:15:04,320 looking at social media, reading or review sites, 278 00:15:04,320 --> 00:15:08,180 taking all that information and being able to see 279 00:15:08,180 --> 00:15:12,060 what the customer's saying about you behind your back 280 00:15:12,060 --> 00:15:15,820 and in front of you, and then being able to make decisions 281 00:15:15,820 --> 00:15:20,380 not from one-off topics, but really those areas. 282 00:15:20,380 --> 00:15:23,140 And you learn a lot that people can't get through 283 00:15:23,140 --> 00:15:25,760 the e-commerce funnel, they get stuck. 284 00:15:25,760 --> 00:15:30,140 And you have no clue why are sales going down 285 00:15:30,140 --> 00:15:34,180 when there's just simple points in the funnel 286 00:15:34,180 --> 00:15:35,860 that they get stuck. 287 00:15:35,860 --> 00:15:39,180 So there's so many examples and I want listeners 288 00:15:39,180 --> 00:15:42,620 to understand that whether you're a really small company 289 00:15:42,620 --> 00:15:46,980 or big, that really understanding and gathering 290 00:15:46,980 --> 00:15:48,980 that voice of the customer, 291 00:15:48,980 --> 00:15:51,300 you are flying blind without it. 292 00:15:51,300 --> 00:15:52,660 Thank you for being here today. 293 00:15:52,660 --> 00:15:55,140 I'm really happy that you tuned in to Vision Pros Live. 294 00:15:55,140 --> 00:15:57,780 I'm looking forward to seeing your reactions 295 00:15:57,780 --> 00:16:00,060 as these episodes continue to move forward. 296 00:16:00,060 --> 00:16:01,780 This is gonna get more and more fun. 297 00:16:01,780 --> 00:16:03,580 We'll have more and more engagement as well. 298 00:16:03,580 --> 00:16:05,700 We'll invite people to participate in the show 299 00:16:05,700 --> 00:16:08,060 and thank you for giving us your time and attention. 300 00:16:08,060 --> 00:16:10,780 Have an excellent time building out your vision 301 00:16:10,780 --> 00:16:25,780 and becoming a Vision Pro yourself.