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Episode #48:

Creating Remarkable Experiences

Guest: Dan Gingiss

No one shares an average experience; they share things they love and things they can’t stand. When you create a remarkable experience for your customers, they become your best marketers. On this episode, host Shawn Nason sits down with international keynote speaker, author, and customer experience coach Dan Gingiss, who explains why creating remarkable customer experiences is a company's best option for their sales and marketing strategy.

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 Dan Gingiss

International Keynote Speaker and Customer Experience Coach

Host of the "Experience This!" Show and Podcast

Author of "The Experience Maker: How to Create Remarkable Experiences That Your Customers Can't Wait to Share"

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

  • Customer experience is more powerful than any individual marketing campaign because it generates the word-of-mouth support that companies desire.
  • CX today is about the relationship with the company, relationship with the customer, and how that engagement works. People want to do business with companies that we like and trust and that treat us well.
  • Five things that companies must do to create remarkable experiences (using the acronym "WISER"): Witty, Immersive, Shareable, Extraordinary, and Responsive.
  • Being witty means being clever and thoughtful about the language that we use.
  • A key to CX is knowing when your customer needs to be communicated with and the thoughtful words that they need to hear in that moment.
  • Company executives need to be customers of their own company.
  • Too many companies use voice of the customer programs as more of checking the box than really listening to them. Listening to your customer means hearing the voice of your customer, talking to them and hearing their voices. When you hear their voices, you hear their emotion, which motivates you to create better experiences.
  • The first step of tearing down silos is acknowledging that you have them.
  • You have to be careful when CX becomes everybody's job, because then it becomes no one's job. There needs to be a team who oversees the entire journey so that everyone in the company needs to be focused on creating positive experiences for customers.
  • Customers that have had a problem that gets resolved are actually more loyal than customers that never have a problem in the first place and these people often become champions for your brand in the world.
  • The COVID-19 pandemic has exposed which companies were treated customers well and which ones have not.
  • Competing on price is a loser's game and competing on product is becoming harder and harder because almost everything is copyable. What's left? Customer experience, which is created and engaged by humans.
  • Leveraging the human element of your brand is key to creating human connections that build your brand.

[Overheard on the Podcast]

"And at some point, I realized that customer experience was so much more powerful than any individual marketing campaign because when we can get our customers talking about us positively, that's word-of-mouth marketing, that's what marketers have been chasing after for so long."
"[CX] is about the relationship with the company, relationship with the customer, and how that engagement works, because we all just wanna do business with companies that we like and trust and that treat us well."
"Research shows that consumers are more willing to share positive experiences than negative ones. It's just, they don't have very many positive ones to share."

[Overheard on the Podcast]

"I think it is absolutely critical that executives all the way up to, and including the CEO and president, need to be customers of their own company. And not VIP customers, not ones that get special treatment when they call the toll-free customer service number. I mean regular old customers because if you don't experience it yourself, it is so much harder to identify those places that are annoying and frustrating. Let's face it, we're all consumers. So we all know what frustrates us, and yet as executives and companies, we're often doing the same exact thing to our customers. And that's what I don't understand. If we just use our own experience as consumers, we can create better experiences."
"When you hear the [consumer's] voice, you hear their emotion, you hear their frustration, you hear their anger, their disappointment, and it gets you. To me, it tugs at the heartstrings because no one's intentionally causing pain to their customers, but when it happens, and it's our fault, you wanna fix it. And I think there's nothing better than hearing that from your customer."

[Overheard on the Podcast]

"I always like to say that competing on price is a loser's game. Just ask the gas station that's got the competitor across the street. And competing on product is becoming harder and harder because almost everything is copyable. So what's left is customer experience, but the great news about customer experience is that it is delivered by humans. And by definition, the humans that you employ are unique because no one else employs the same humans. And so that, to me, is how you get to the heart, is you really leverage the human element of your brand and you try to create human connections with your customers."

Dan's books

The Experience Maker: How to Create Remarkable Experiences that Your Customers Can't Wait to Share

The Experience Maker helps managers and executives focus on customers who are already spending money with their company rather than spending more money on marketing new customers. Creating a remarkable experience for customers will ensure they become a company’s best marketers and salespeople.

Winning at Social Customer Care: How Top Brands Create Engaging Experiences on Social Media

Social media has changed customer experience forever by shifting power from brands to consumers, requiring a different way of thinking about engagement. Author Dan Gingiss shows how top brands create engaging social media experiences and shares how you can do the same.

10-Day CX Challenge

Are you ready to take the challenge?

What you'll get:

  • 10 daily challenges to inspire you to quickly improve customer experience at your company.
  • Simple, practical and inexpensive ideas that can be implemented immediately.
  • Access to a private Facebook group with other CX professionals to ask questions and share your progress.

When you register for the 10-Day CX Challenge, you will also receive The Experience Maker bi-weekly newsletter filled with articles, videos, events and tips for improving customer experience. It's only every other week because we don't like clogged email inboxes either! You can unsubscribe at any time.

Selected Videos

Credits:

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