WEBVTT 00:00:00.000 --> 00:00:02.259 Please share with me your first, last name, where 00:00:02.259 --> 00:00:04.200 you're located, and the name of your business 00:00:04.200 --> 00:00:07.719 and or books that you may have written. Yes, 00:00:07.719 --> 00:00:12.580 I'm Stacey Sherman, and I am the founder of Doing 00:00:12.580 --> 00:00:15.699 CX Right. For those that don't know what CX is, 00:00:15.800 --> 00:00:18.199 it's customer experience, which is fueled by 00:00:18.199 --> 00:00:21.160 the employee experience and workforce experience. 00:00:21.739 --> 00:00:27.250 And I have a book. all about transforming your 00:00:27.250 --> 00:00:29.730 customer experience through journey management. 00:00:30.190 --> 00:00:33.929 It's on pre -sale in Amazon right now. And I 00:00:33.929 --> 00:00:36.969 have LinkedIn learning courses also that really 00:00:36.969 --> 00:00:40.789 help people learn how to do this right, not just 00:00:40.789 --> 00:00:43.869 think about it and talk about it. Tell me a little 00:00:43.869 --> 00:00:46.729 bit about your experience before doing Customer 00:00:46.729 --> 00:00:53.460 CX Right. Yeah, so I grew up in... sales and 00:00:53.460 --> 00:00:56.259 marketing i have a master's degree in marketing 00:00:56.259 --> 00:01:01.119 and when i was in corporate for over 25 years 00:01:01.119 --> 00:01:04.400 one of the roles happened to be where i was in 00:01:04.400 --> 00:01:07.459 marketing at that time and my boss says here 00:01:07.459 --> 00:01:10.260 here's customer experience and service you need 00:01:10.260 --> 00:01:13.299 to handle it too and i said uh okay but what 00:01:13.299 --> 00:01:16.359 does that mean and he said go figure that out 00:01:16.359 --> 00:01:20.239 and i said uh okay i was a little angry at that 00:01:20.239 --> 00:01:22.620 moment because that wasn't very supportive but 00:01:22.620 --> 00:01:26.120 now i figure everything out and i've taken the 00:01:26.120 --> 00:01:30.700 leap into this field because i believe that we 00:01:30.700 --> 00:01:34.420 don't have to have frustrating experiences and 00:01:34.420 --> 00:01:38.540 it's in our control as company leaders and we 00:01:38.540 --> 00:01:42.900 also benefit as a society by those enhanced experiences 00:01:42.900 --> 00:01:46.409 so I started to work in different departments 00:01:46.409 --> 00:01:50.810 of companies, really leading and measuring the 00:01:50.810 --> 00:01:53.290 experiences, designing the experiences, and then 00:01:53.290 --> 00:01:57.489 took that whole practice to my own company to 00:01:57.489 --> 00:02:02.290 help companies, clients, big, small, really know 00:02:02.290 --> 00:02:04.950 that they are delivering a great experience so 00:02:04.950 --> 00:02:08.550 people come back and tell others. Yes, yes. And 00:02:08.550 --> 00:02:11.229 just like you said, the support pretty much led 00:02:11.229 --> 00:02:13.189 you into where you're at now, though, because. 00:02:13.680 --> 00:02:15.800 The lack thereof, meaning you had to actually 00:02:15.800 --> 00:02:19.180 figure it out on your own, which now as of, I 00:02:19.180 --> 00:02:22.860 believe, 2023, you decided to take that leap. 00:02:23.000 --> 00:02:26.620 So in that leap that you made, what was the boldest 00:02:26.620 --> 00:02:29.439 move when saying goodbye to corporate that you 00:02:29.439 --> 00:02:34.620 experienced? Oh, it is so bold and it was so 00:02:34.620 --> 00:02:39.199 scary. And in the beginning, I was actually grieving, 00:02:39.280 --> 00:02:44.020 but I didn't know that. It was grieving. And 00:02:44.020 --> 00:02:47.759 I was actually thinking I was crazy because nobody 00:02:47.759 --> 00:02:53.319 died, but I was grieving. And so it was a sadness 00:02:53.319 --> 00:02:57.740 and confusion because all I knew was the corporate 00:02:57.740 --> 00:03:01.939 way and the corporate box and my title. And this 00:03:01.939 --> 00:03:04.639 is where I live and breathe. You don't go outside 00:03:04.639 --> 00:03:08.520 the boundaries. So in the beginning, it was really 00:03:08.520 --> 00:03:13.000 scary, messy, and exciting. Cause it was big 00:03:13.000 --> 00:03:16.599 blue sky that I could do whatever I wanted. And 00:03:16.599 --> 00:03:20.539 I literally did what someone told me. They said, 00:03:20.580 --> 00:03:23.860 Stacy, it's time to bet on yourself. I've been 00:03:23.860 --> 00:03:28.719 doing that for, as a mom of two young adult kids, 00:03:28.879 --> 00:03:31.439 I've been doing that with my friends and family 00:03:31.439 --> 00:03:34.020 and everyone and people that worked for me betting 00:03:34.020 --> 00:03:38.159 on them. And so now bet on myself. And it's fun 00:03:38.159 --> 00:03:41.259 and it's exciting. And I'm learning every single 00:03:41.259 --> 00:03:44.340 day. Do me a favor and tell me about your vision 00:03:44.340 --> 00:03:50.379 for this. Yeah, my vision was not a straight 00:03:50.379 --> 00:03:54.659 line in the beginning. In fact, I had started 00:03:54.659 --> 00:03:58.120 doing CX Right was a blog when I was working 00:03:58.120 --> 00:04:01.860 at Verizon. And I was just telling the world 00:04:01.860 --> 00:04:07.490 how. What I was seeing from not Verizon, but 00:04:07.490 --> 00:04:11.990 from living as a consumer, what I saw and what 00:04:11.990 --> 00:04:15.770 I studied was not a good experience. And so I 00:04:15.770 --> 00:04:17.870 decided to put out the blog. I had no idea if 00:04:17.870 --> 00:04:20.829 anyone would ever read it. And they did. And 00:04:20.829 --> 00:04:24.350 then I started to get on podcasts and such. So 00:04:24.350 --> 00:04:27.930 point of story is that for those listening, start 00:04:27.930 --> 00:04:30.810 before you're ready. I didn't know why I was 00:04:30.810 --> 00:04:34.290 blogging and podcasting initially, but here I 00:04:34.290 --> 00:04:39.750 am. I grew a baby. I birthed a baby and here 00:04:39.750 --> 00:04:43.370 it's been growing with me. And now I know why. 00:04:43.370 --> 00:04:48.389 And now I'm able to take it to a career. It's 00:04:48.389 --> 00:04:51.230 been a career, but start before you know why. 00:04:51.529 --> 00:04:57.379 And so my mission now that I'm into this. going 00:04:57.379 --> 00:05:02.879 into my third year is that through speaking on 00:05:02.879 --> 00:05:06.259 global stages, through my content writing and 00:05:06.259 --> 00:05:11.199 partnership and advising companies, my mission 00:05:11.199 --> 00:05:15.160 is to really help them understand that people 00:05:15.160 --> 00:05:19.560 don't just buy on price. People don't stay with 00:05:19.560 --> 00:05:23.160 companies because they have to. There's a lot 00:05:23.160 --> 00:05:27.500 of options. And so if you as a company, even 00:05:27.500 --> 00:05:29.540 if you're an entrepreneur, you have partners, 00:05:29.699 --> 00:05:33.660 you have freelancers, contractors, you need to 00:05:33.660 --> 00:05:37.259 really design an experience of how people interact 00:05:37.259 --> 00:05:42.079 with your company from how they learn, buy, get, 00:05:42.279 --> 00:05:46.519 use, pay, get help. And I'm on a mission to help 00:05:46.519 --> 00:05:49.060 people understand how do you do that? How do 00:05:49.060 --> 00:05:51.199 you do it right? How do you make sure that you're 00:05:51.199 --> 00:05:54.240 really meeting people's needs, their needs, not 00:05:54.240 --> 00:05:59.699 your own? And I have a formula for that. I tell 00:05:59.699 --> 00:06:02.100 you, one of the most important things you said 00:06:02.100 --> 00:06:05.319 is start before you begin, right? Because you 00:06:05.319 --> 00:06:07.379 didn't know the reason why you were doing it. 00:06:07.459 --> 00:06:10.560 And lo and behold, and in my mind, Stacey, I 00:06:10.560 --> 00:06:12.899 was like, she branded herself before she even 00:06:12.899 --> 00:06:16.279 needed to be branded. I love it. I love it because 00:06:16.279 --> 00:06:19.220 brand is everything. I think that what you upheld 00:06:19.220 --> 00:06:22.060 in your company at Verizon, all you did was just 00:06:22.060 --> 00:06:25.819 carried over to doing CX right. And I think that 00:06:25.819 --> 00:06:28.199 that's just doing it right. Look, I love that. 00:06:29.959 --> 00:06:34.639 And so to no surprise, my formula is. the right 00:06:34.639 --> 00:06:38.000 formula, the right way. And it's all about what's 00:06:38.000 --> 00:06:41.459 in your control because we can't control a lot 00:06:41.459 --> 00:06:44.199 of things happening and some of the chaos in 00:06:44.199 --> 00:06:48.920 the world, but we can control the way we do business, 00:06:49.040 --> 00:06:53.060 the way we show up, the way we communicate. And 00:06:53.060 --> 00:06:57.420 so that's what I'm helping people not only survive, 00:06:57.540 --> 00:07:00.600 but thrive in their life and in their business. 00:07:00.980 --> 00:07:03.860 Yeah. So with that being said, With that being 00:07:03.860 --> 00:07:06.899 said, the biggest topic, especially in entrepreneurship 00:07:06.899 --> 00:07:10.199 and customer service experience, would be AI. 00:07:10.660 --> 00:07:13.860 Talk to me about that and what does that look 00:07:13.860 --> 00:07:19.540 like now? Yes. So we are living in an AI world. 00:07:19.680 --> 00:07:22.300 People are fearful. Some people are embracing. 00:07:22.579 --> 00:07:25.819 Some people are running away. at the end of the 00:07:25.819 --> 00:07:30.040 day you can't run you can't hide it is here it's 00:07:30.040 --> 00:07:33.680 expanding quickly and we can't even keep up every 00:07:33.680 --> 00:07:36.699 time i wake up there's some new ai solution so 00:07:36.699 --> 00:07:41.639 my point is my passion is to say okay while we're 00:07:41.639 --> 00:07:47.339 living in this ai space we can do both we can 00:07:47.339 --> 00:07:53.279 actually have sustainable revenue Using technology 00:07:53.279 --> 00:07:59.139 to save time, to be more efficient, without taking 00:07:59.139 --> 00:08:04.000 the human compassion and heart out of the equation. 00:08:04.139 --> 00:08:07.699 You can do both that, not either or. And in fact, 00:08:07.699 --> 00:08:11.339 you have to. If you don't, people will go to 00:08:11.339 --> 00:08:15.360 your competitors. Yes, yes. And it's interesting. 00:08:15.519 --> 00:08:20.600 I'm reading this book called Who, Not How. I 00:08:20.600 --> 00:08:23.819 think the how, the who can now be AI, right? 00:08:23.879 --> 00:08:26.279 You don't necessarily have to go find an actual 00:08:26.279 --> 00:08:29.160 human being. It's the who, it's the person that 00:08:29.160 --> 00:08:31.300 could help you or the thing that could help you 00:08:31.300 --> 00:08:33.379 so that you can focus on the things that you're 00:08:33.379 --> 00:08:36.379 great at. And as you mentioned, when it comes 00:08:36.379 --> 00:08:39.379 to customer service experience, you don't lose 00:08:39.379 --> 00:08:41.519 the person, but maybe you could work on yourself 00:08:41.519 --> 00:08:44.080 better and let AI do the stuff that you really 00:08:44.080 --> 00:08:47.259 don't like doing anyway. Well, absolutely. That's 00:08:47.259 --> 00:08:50.460 a great use case. The thing leaders need to understand, 00:08:50.700 --> 00:08:53.259 and I say leaders, everybody is a leader, even 00:08:53.259 --> 00:08:57.460 if it's not in your job title, and that is use 00:08:57.460 --> 00:09:02.860 AI. For example, if you have a chat bot on your 00:09:02.860 --> 00:09:06.200 website and you're giving people the opportunity 00:09:06.200 --> 00:09:08.980 to chat and find information on your website 00:09:08.980 --> 00:09:13.519 quickly to navigate, but somebody is constantly 00:09:13.519 --> 00:09:20.360 typing agent, support, help. Then train the technology 00:09:20.360 --> 00:09:25.379 to know to pass it on to a human being. And so 00:09:25.379 --> 00:09:29.559 it's the collaboration. It's the both and. And 00:09:29.559 --> 00:09:32.440 the companies that are not doing that are going 00:09:32.440 --> 00:09:36.860 to suffer and lose the customer, their patients. 00:09:36.899 --> 00:09:38.940 They're going to go somewhere else. Yeah, yeah. 00:09:39.039 --> 00:09:40.899 You know, I never even thought about that. You 00:09:40.899 --> 00:09:43.480 know, so after hours, most people are usually 00:09:43.480 --> 00:09:44.960 on their phone. They're like, hey, I have some 00:09:44.960 --> 00:09:47.019 stuff to do. And then, you know, you go to the 00:09:47.019 --> 00:09:49.440 web page, you'll see the chat. In our mind, the 00:09:49.440 --> 00:09:51.820 thought is like, hey, if I say agent, an agent 00:09:51.820 --> 00:09:55.370 will pop up. But just like you said, if AI isn't 00:09:55.370 --> 00:09:58.070 trained to say, hey, the hours are closed or 00:09:58.070 --> 00:10:01.070 there's no agent on, we could call you back, 00:10:01.129 --> 00:10:03.629 then I never even thought about that. Awesome, 00:10:03.769 --> 00:10:06.789 Stacey. Well, one more thing, and this comes 00:10:06.789 --> 00:10:10.429 from working on teams that managing these customer 00:10:10.429 --> 00:10:14.049 service agents, and that is if the human being 00:10:14.049 --> 00:10:19.429 doesn't give the. the agent, the chat bot or 00:10:19.429 --> 00:10:22.590 human, if they don't give them a library of information 00:10:22.590 --> 00:10:25.889 that's accurate and updated, they're going to 00:10:25.889 --> 00:10:29.769 give the wrong content to the customer. So again, 00:10:29.850 --> 00:10:32.350 you can have the best technology, but if the 00:10:32.350 --> 00:10:35.710 information, if marketing comes up with a promotion 00:10:35.710 --> 00:10:40.009 code and the agent doesn't know about it, that's 00:10:40.009 --> 00:10:44.289 a problem. Yeah. Yeah. Yeah. Now, is that a behind 00:10:44.289 --> 00:10:47.169 the scenes problem as far as for the company, 00:10:47.309 --> 00:10:50.830 you know, and how now that you're doing this 00:10:50.830 --> 00:10:53.129 and you're teaching companies and teams to do 00:10:53.129 --> 00:10:55.769 better at this, what would you say to somebody? 00:10:55.809 --> 00:10:57.830 You know, it's like, hey, you're you're bots, 00:10:57.909 --> 00:11:04.230 not button. Yeah. So that's bot to human. There's 00:11:04.230 --> 00:11:09.460 bots to bots, too. So the answer is. You need 00:11:09.460 --> 00:11:12.059 to design the customer experience and there's 00:11:12.059 --> 00:11:15.179 a real journey and there's journey mapping, which 00:11:15.179 --> 00:11:19.059 I teach people. So that way, when you're designing, 00:11:19.159 --> 00:11:22.539 how does a customer interact or prospect? They 00:11:22.539 --> 00:11:25.220 might not even be a customer yet. How do you 00:11:25.220 --> 00:11:29.860 make sure that what they're experiencing, where's 00:11:29.860 --> 00:11:32.600 the human touch point and where's the technology 00:11:32.600 --> 00:11:37.370 touch point and where do they connect? And so 00:11:37.370 --> 00:11:39.590 it's designing and there's this domino effect. 00:11:39.690 --> 00:11:41.669 And what happens is whether you're a small team 00:11:41.669 --> 00:11:45.529 or big, people don't realize the domino effect 00:11:45.529 --> 00:11:48.309 of where one role begin and one ends. They're 00:11:48.309 --> 00:11:52.289 just in their own silos. And so even if you're 00:11:52.289 --> 00:11:55.350 a small company, you have partners, you have 00:11:55.350 --> 00:11:59.070 technology teams, there has to be that unified 00:11:59.070 --> 00:12:03.440 experience and design it that way. Yes, yes. 00:12:03.600 --> 00:12:05.580 And that's that's good to hear. And that's good 00:12:05.580 --> 00:12:09.399 to know. With that even being said, it's a there's 00:12:09.399 --> 00:12:11.899 a lot of entrepreneurs that are coming out and 00:12:11.899 --> 00:12:15.580 it is often stated utilize AI. It's going to 00:12:15.580 --> 00:12:21.799 help you. What tips do you have for entrepreneurs, 00:12:22.019 --> 00:12:24.360 especially newer ones? That's that's probably 00:12:24.360 --> 00:12:27.480 being asked like, hey, would you like AI? I think 00:12:27.480 --> 00:12:29.700 it could give you some help. What tips would 00:12:29.700 --> 00:12:33.379 you would you have for them? Well, first of all, 00:12:33.399 --> 00:12:38.740 I would start with a persona, meaning define 00:12:38.740 --> 00:12:42.799 who is your audience. Who are they? Put a name 00:12:42.799 --> 00:12:46.899 to the person, right? If you said the demographics, 00:12:46.980 --> 00:12:51.919 the age, their income, I have a template you 00:12:51.919 --> 00:12:56.919 could use. So you define who you want to talk 00:12:56.919 --> 00:13:01.149 to, and then you design. through a journey map 00:13:01.149 --> 00:13:03.509 and it can be literally on a whiteboard. It doesn't 00:13:03.509 --> 00:13:06.090 have to be fancy, but what does that person go 00:13:06.090 --> 00:13:08.950 through? How are they going to learn about you? 00:13:09.110 --> 00:13:13.669 Is it through a podcast? Is it through events? 00:13:13.970 --> 00:13:16.929 Is it social media? How are they going to learn 00:13:16.929 --> 00:13:19.990 about you and become aware? Yeah. How are they 00:13:19.990 --> 00:13:22.110 going to buy from you? Is it an e -commerce? 00:13:22.230 --> 00:13:24.570 Is it a retail store? Right. So there's a whole 00:13:24.570 --> 00:13:28.190 path. And I want you to literally go through 00:13:28.190 --> 00:13:31.610 the journey. But then once you do that, how you 00:13:31.610 --> 00:13:34.470 think that they're going to interact and buy 00:13:34.470 --> 00:13:37.590 from you and get help from you, then go to that 00:13:37.590 --> 00:13:42.049 persona that you designed. Let's say it's someone 00:13:42.049 --> 00:13:46.149 like me. You would come to me and say, hey, I've 00:13:46.149 --> 00:13:49.360 got this new product or service. Here's what 00:13:49.360 --> 00:13:52.759 I believe will help meet your needs and how you 00:13:52.759 --> 00:13:55.980 can get it and use it and get help. Let me walk 00:13:55.980 --> 00:13:59.440 this through. Can you give me feedback? That's 00:13:59.440 --> 00:14:02.679 gold because then you know, well, that's good, 00:14:02.759 --> 00:14:04.980 but you missed the mark there so you can tweak 00:14:04.980 --> 00:14:08.379 it and then go to market and just constantly 00:14:08.379 --> 00:14:13.210 reiterate, improve. Test, analyze, adjust, repeat. 00:14:13.669 --> 00:14:15.669 Thank you for being here today. I'm really happy 00:14:15.669 --> 00:14:17.889 that you tuned in to Vision Pros Live. I'm looking 00:14:17.889 --> 00:14:21.169 forward to seeing your reactions as these episodes 00:14:21.169 --> 00:14:23.250 continue to move forward. This is gonna get more 00:14:23.250 --> 00:14:25.549 and more fun. We'll have more and more engagement 00:14:25.549 --> 00:14:27.669 as well. We'll invite people to participate in 00:14:27.669 --> 00:14:29.830 the show. And thank you for giving us your time 00:14:29.830 --> 00:14:32.129 and attention. Have an excellent time building 00:14:32.129 --> 00:14:34.409 out your vision and becoming a vision pro yourself.