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Episode #45:

Blowing Up the CX Status Quo

Guest: Blake Morgan

From launching her own business to making people's lives better by challenging the outdated conventions of customer experience (CX), Blake Morgan is no stranger to rejecting the status quo. In this episode, host Shawn Nason sits down with Blake to talk about CX trends, the importance of leadership, and the need to operationalize Experience Ecosystems.

About Shawn Nason

shawn@mofi.co | ShawnNason.com | @manonfiresocial

Shawn Nason, founder and CEO of MOFI, best-selling author, and former Walt Disney Imagineer, lives his life with a commitment to create radical relationships with everyone he meets. Armed with the gift of discernment, he has the uncanny ability to walk alongside people and organizations as they struggle to connect with their deepest passions and engage their most debilitating demons. He challenges the world around him to be fully present, get real, and lead with empathy.

Prior to launching MOFI, Shawn was the chief experience & transformation officer for Healthways and served as the chief innovation officer for Xavier University. He also spent six years at The Walt Disney Company in various capacities within Walt Disney Imagineering and Disney Cruise Line. He’s an in-demand speaker and coach, the author of two books, Kiss Your Dragons: Radical Relationships, Bold Heartsets, & Changing the World (2021) and The Power of YES! in Innovation (2017), and the host of The Combustion Chronicles podcast.

About Blake Morgan

Customer Experience Futurist. Best-Selling Author, and Keynote Speaker

Host of "The Modern Customer" Podcast and Co-Host of the "Be Your Own Boss" Podcast

About mofi

A human-obsessed boutique design firm passionate about reimagining Experience Ecosystems™.

mofi.co | info@mofi.co | @mofisocial

Businesses are more than org charts, strategy documents, and mission statements. They’re living, breathing ecosystems filled with people and people-driven processes that make an impact on the world.

At MOFI, we refuse to look at one piece of the puzzle (customer service, employee experience, vendor relationships, leadership, culture, marketplace awareness, etc.) without engaging your entire Experience Ecosystem as we tackle the biggest and hairiest experience, innovation, and culture challenges that you can send our way. Why? Because we we’re more interested in long-term results than innovation theater.

WHAT WE DO:

Customer & Employee Experience—Increase your revenue and market share by aligning, equipping, and empowering the people in your Experience Ecosystem to create game-changing experiences.

Consumer-Centered Innovation—Move at the speed of your customers by harnessing the mindsets and processes of human-centered design to dream up, test, and launch fresh ideas into your business model.

Organizational Transformation—Position your organization for long-term sustainability by shifting the mindsets and heartsets of the people who represent your brand in the world.

Episode Takeaways

  • The key to good customer experience (CX) is operationalizing it into your business.
  • CX requires attention to detail so that it creates an experience that makes people feel something, makes people's lives better and easier, and reduces stress.
  • Often CX is mismanaged when it's run by the customer service group. Instead, CX needs to be operationalized so it's in the fabric of the company and is a part of everything they do.
  • Companies who embraced a digital transformation before the COVID-19 pandemic, posted higher profits throughout the pandemic. These companies are hungry for innovation.
  • After the COVID-19 pandemic changed customer behavior, CX trends to pay attention to in the coming year include: virtual experience, digital transformations, data-driven personalized experiences, voice-activated assistance, and changes to cookies.
  • According to Jacob Morgan, companies need to invest in culture, technology, and physical space to make life better for their employees. Companies that do this are 4.2 times more profitable than companies who don't.
  • Because people "still feel like crap" from the pandemic, employee experience is more important than ever and leaders need to lead with empathy.
  • The best companies operationalize their leadership development and don't leave it to chance.
  • Another trend to the CX is the bundling of experiences, which is a nod towards the personalization that customers expect in our current culture.
  • "Customer service is about helping vulnerable people."
  • To make a focus on CX profitable, you have to look past the quarterly reports and embrace CX as a long-term investment.

[Overheard on the Podcast]

"I think what is challenging is when one person in one corner of the company goes, 'Oh, gosh, we really need to do a better job with customers.' And they come up to me after events when I'm speaking and they say, 'Blake, what do I do? What do I do? My company isn't doing a great job and I really want to change that.'"
"Well the bad news for them is, oh, man, it's pretty hard to as a single person make your whole company customer-centric. The key is really to operationalize it into how you run your business."

[Overheard on the Podcast]

"The best companies have their own mission and values and they hire great people, but then they operationalize that leadership development. And so many companies don't do that. They don't do a great job of onboarding people and indoctrinating them into their customer-focused and employee-focused way of doing business."
"So I think the best companies are not leaving it up to chance. They are onboarding people. They're training them. They're always doing leadership development programs to make sure that they're always on point as far as the mission and values of the company."
"Overmanage the things you care about. If you care about customer-focus leadership, then you better be creating those programs that ensure your leaders are customer-focused."

[Overheard on the Podcast]

"I think that customer service is about helping vulnerable people."
"And for me, my platform has always been, 'Life is stressful. We need to make people's lives easier and better. How do we do that?'"
"And that's really creating a human experience. So for me life and my career is always about making business more human."

Books by Blake Morgan

The Customer of the Future: 10 Guiding Principles for Winning Tomorrow's Business

In The Customer of the Future: 10 Guiding Principles for Winning Tomorrow's Business business leaders learn how to adopt 10 easy-to-follow customer experience guidelines that integrate emerging technologies with effective strategies to combat disconnected processes, silo mentalities, and a lack of buyer perspective to keep up with the demands of the customer of the future.

In More Is More: How the Best Companies Go Farther and Work Harder to Create Knock-Your-Socks Off Customer Experiences, leaders learn that companies who want to stay relevant must apply more energy, focus, and resources to creating knock-your-socks-off customer experiences than they ever did before. The companies that embrace a “more is more” philosophy work harder and go further to ensure that their customers have a positive experience.

Selected Videos

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