Shep Hyken interviews Blake Morgan. They discuss her new book, The Customer of the Future: 10 Guiding Principles for Winning Tomorrow’s Business, focusing on the psychological, technical, and experiential components of building a good customer experience.
The Interview with Blake Morgan:

If you don’t get the simple stuff down, you will lose customers. The “basics” includes knowledge of your customers and their wants and needs. Above all, seek to make their lives easier rather than more difficult.

Psychological components of CX are the invisible pieces of your strategy. These include a CX mindset, company culture, and leadership development.

Everyone in a company, from executives to frontline employees, must have a CX mindset—an attitude of service and a desire to make their customers’ lives better.

There is a correlation between how employees feel at work and the quality of work that they do. Studies show that companies that invest in the employee experience are 4.2 times more profitable than companies that don’t.

Don’t leave training up to chance; it must be intentional and consistent. Leaders must understand company culture and what happens at every level of the organization. One person cannot turn a company around alone.

There is often a disconnect between technology and human connection. It’s rarely technology that is missing from a company; it’s human connection and a service mindset.

On an experiential level, design a friction-free customer experience, consider customer-focused marketing, and, above all, design and commit to a code of ethics. This is especially important in today’s fast-paced world of technology and AI.

The most important thing when thinking about the customer experience is simply to make others’ lives easier and better. This extends beyond customers to employees as well. In the end, the companies who “have a soul” in this way will be the ones that succeed.


Quote:
“Don’t make life harder on your customers to make it easier on your business.” - Blake Morgan
About:
Blake Morgan is a keynote speaker, customer experience futurist, and author of two customer experience books. Her latest is The Customer of the Future: 10 Guiding Principles for Winning Tomorrow’s Business.
Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and your host of Amazing Business Radio.
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