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Episode #59: Creating Rock star experiences

Guest: James Dodkins

What does putting on an amazing heavy metal show have to do with customer experience? According to this week's guest, pretty much everything. In this edgy episode, Shawn Nason sits down with award-winning author and speaker James Dodkins to get real about the power of relationships, designing for customer success, and acknowledging the role that fear plays in CX work.

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 James Dodkins

Customer Experience Rock Star

CX Evangelist at Pega Systems

Keynote Speaker and Author

About mofi

A human-obsessed, maverick-minded design firm ready to rethink your Experience Ecosystem™

hello@mofi.co | mofi.co | @mofisocial

Mavericks think differently. They challenge the status quo and speak up when people and systems need attention. They’re not afraid to dream big, stand up for what is right, and take a few risks along the way.

MOFI helps maverick-minded organizations and leaders reap the rewards of thinking bigger and bolder about experiences, innovation, and culture.

OUR SOLUTIONS:

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

  • Too many people in customer experience (and in business in general) focus on processes, costs, and other things that have nothing to do with customers. If you want a winning customer experience, the first step is to focus on your customers.
  • One of the biggest mistakes most companies make is they define themselves by what they do instead of defining themselves by the outcome they are there to deliver to their customers.
  • Companies need to start with the customer to understand the customer's needs and then work backwards towards the technology or the product or the experience.
  • Businesses tend to organize themselves for the success of the company instead of the success of the customer. To change this requires engaging three questions: Who is the customer? What is their successful outcome? And, how do we build a team to deliver that outcome?
  • Segmentation is what a person is. I want to know who a person is.
  • All companies have moments that can be relationship-building experiences, and it's important to understand when you need to create transactional experiences versus relational experiences.
  • Fear often holds people back in their work in customer experience.
  • The riskiest thing a lot of times, especially in customer experience, is to do nothing.

[Overheard on the Podcast]

"There's so, so many people in customer experience and just in business in general that don't focus on their customers. They're too busy focusing on other things like their processes, or their costs, or just other things that have got nothing to do with customers. Like, if you want a winning customer experience, so the very first step is to focus on your customers."
"I think one of the biggest mistakes most companies make is they define themselves by what they do. They don't define themselves by the outcome they are there to deliver to their customers."
"So, one really good way to actually break the mold is to step outside of your industry and look at other companies that don't just do what you do, but deliver the same outcome that you do."

[Overheard on the Podcast]

"You need to start with the customer, understand them at such a deep level that you know so much about them even more than the customer knows for themselves, understand their needs, understand their successful outcomes, and then work backwards towards the technology or the product or the experience."
"Take that step back and say, 'Okay, who is the customer? What is their successful outcome? And how do we build a team to deliver that?' We would manage ourselves in a completely different way."

[Overheard on the Podcast]

"Segmentation is what a person is. I want to know who a person is. Being able to understand our customers at a deep level, at a psychographic level, understanding their behaviors, their lifestyles, their influences, understanding what makes them them, understanding their values."
"The riskiest thing a lot of times, especially in customer experience is to do nothing."

Selected Videos

Credits:

Created with images by Fabrizio_65 - "microphone vintage cromatic" • geralt - "target group advertising buyer" • 422737 - "playmobil characters meeting" • vinsky2002 - "persona japanese anime"