In this week’s episode of the SIMPLE brand podcast, I talk with Rick DeLisi, author of Digital Customer Service: Transforming Customer Experience for an On-Screen World!Rick’s an author, a speaker, and a customer-experience expert who helps companies achieve greater customer loyalty. And he’s one of the co-authors of The Effortless Experience.Today, Rick’s back at it with his latest book - Digital Customer Service.The importance of crafting your customer experience centers around how you make your customer feel throughout every interaction. But in a digital-first world, you’ve got to make sure you invest in the right technology and the right technology processes. Delivering an outstanding customer experience today isn’t just about the psychology or just about the technology - it’s about having the right marriage of psychology and technology baked into the experience. And Rick’s lessons help you learn just how to do that so that you’re always able to meet your customers where they are.Some of the topics we discuss include:In a ME-centric culture, you should treat each individual customer like the unique person they areHow customers define their effort in a customer experience is ⅓ what they actually do and ⅔ how they feelCustomers are exponentially more loyal to a company when they feel like the company is an advocate for themWhy the term “Customer Experience” is a monster noun that has a wide variety of meaningsThe impression that customers are left with following direct contact with a company’s frontline is one of the most important in the customer experience so make it countThe real definition of “meeting your customer where they are” is not what you think it isThe more your customer has agency in the customer experience, the higher their positive feelings will be about the experienceWhen brands instill a Digital Customer Service model, it creates a Win-Win-Win-Win situationRESOURCES FROM THIS EPISODE:Rick's LinkedIn profileRick's book - Digital Customer Service: Transforming Customer Experience for an On-Screen WorldRick's book - The Effortless Experience