Implementing a CEX, a Customer and Employee Experience Strategy
Jason S Bradshaw sits down with Erik Dickmann for the Virtual CMO Podcast.
What Eric Dickmann Discussed with Jason
On this episode, host Eric Dickmann interviews Jason Bradshaw about implementing a CEX- customer and employee experience strategy. Here are some highlights of our conversation:
- [00:01:25] What is a customer strategy?- According to Jason, research shows that 30% of consumers will change whom they do business with based on just one bad experience. Enhancing customer experience may be in the top 3 priorities of CEOs and businesses, yet many fail to invest in the aspect tangibly. If you don’t change the culture, embed the rights processes, and make decisions around the promises you make to your customers intentionally, then it often fails. A promise that’s empty and leads to mistakes and dissatisfaction. It’s also important to note that over 80% of customers will recommend you if they’ve had a great experience.
- [00:03:37] Engaging your customers in surveys- There are many opportunities to create an enhanced customer experience that just get missed. Jason says that though surveys are an excellent way to collect real-time customer feedback, many companies are so busy collecting data that they fail to act on customer pain points. If you nail a culture that is focused on improving, then your business will grow.
- [00:06:59] Making it easy for your customers to buy- Jason believes that many businesses are primarily focused on generating leads and closing a sale that they overlook the chance to build strong relationships with their customers. When you’re coming from a customer-centric point of view, you’re thinking about a lifetime interaction, not just a one-time transaction. Before you try selling your products or services, give people the value they need as they go further through their buyer’s journey. Remember that an informed consumer is a consumer that can make a decision!
- [00:13:04] Everyone should be participating in the selling process- Jason Bradshaw believes that everyone should be selling. Everyone in the organization should be selling through the experiences that they deliver. Some startups and mid-sized businesses forget that their goal is to provide a fantastic experience to their target market. People want to trust and enjoy the buying experience.
- [00:15:02] Delivering your promise to customers consistently- It’s crucial to make promises that you can live up to. Creating a human emotional connection with people is absolutely paramount to building long-term success with customers. Businesses don’t have to compete with bigger competitors. They just need to nail delivering on their promise consistently. Bradshaw emphasizes that small and medium-sized enterprises have the greatest potential to deliver on their promises because they have fewer people to get focused and run in the same direction.
- [00:18:35] Compete on quality of service, not on price alone- Price shouldn’t be the sole reason for your product or service’s competitiveness. Many small and mid-sized companies don’t feel the need to invest in customer experience. Every small or medium business should have that same passion in serving clients and compete on something that matters, the experience, how they enrich people’s lives, and just on price. Because if we are all competing is on price alone, as soon as your local competitor drops their price, you’ve got only two choices- to sell less or drop the prices to stay competitive.
- [00:22:28] How do companies get people to talk about their product?- The top brands in the world right now may not have the cheapest prices, but they offer the best and most memorable user experiences. Jason says that businesses need to be genuine when asking for reviews from customers. Do not bombard them with a barrage of questions, but instead allow them time to immerse themselves in your product or service. After a few days or months, try to open up a conversation and ask how their experience has been with your product or service. This can give you more genuine reviews compared to cash-incentivized comments. As Jason put it- You need your consumers to use your product because the use is part of the marketing and then lead that into advocacy in some way.
- [00:25:55] How Tesla gives value to their customers even after purchase- As we have continuously reiterated in this podcast, the buyer’s journey does not end after a single transaction with the client. Companies should add value to people by dealing with their concerns. You won’t hear a BMW owner sharing that they have free car software upgrades, but you will hear about Tesla giving out free upgrades to their customers. According to Bradshaw, this strategy of Tesla is a great way to create a strong relationship because the more Teslas on the road, the more people will want a Tesla. People are trained to follow the majority- it’s as simple as that.
- [00:32:06] It’s All About CEX- Jason talks about the inspiration behind writing his book- It’s All About CEX. The book is a must-read for CEOs, team managers, or even first-time business owners who want to understand how to better interact with their customers and employees. This book is jam-packed with practical examples from Jason’s lifetime experience in satisfying customers. Jason adds that companies don’t need to be 10 or 20% better than their competitors. The key is to be consistently 1% better than others.