Medallia is a 2020 Silver Sponsor of CXPA. This review was conducted at CXPA's request. The opinions expressed herein are from the author, who was not compensated.
Webinar link: https://www.medallia.com/mastercast/
Webinar title: Transforming Hearts and Minds to Create Wow Experiences
You’re looking over a proposal for a new CX initiative.
While it’s perfect from a technical and strategic perspective, it feels a little too metric-focused. In fact, it’s hard to see much of a customer focus at all.
Basically, you’re in a pickle – you don’t want to abandon your project’s strategic goals, but you also know that ignoring customer happiness is a major faux pas in the long-term.
In that case, you should check out the Medallia Mastercast presented by Lisa Duran, the Chief Experience Officer at Inception Fertility, titled “Transforming Hearts and Minds to Create Wow Experiences.”
In just over a half an hour, Lisa provides fabulous tips on how to deliver world-class customer experiences by creating a customer-centric culture that lives and breathes your brand promise.
While I’d highly recommend watching the full webinar, you can read the highlights in the paragraphs below.
What I loved:
My top takeaway from Inception Fertility’s webinar is that no one in an organization is “just a [role]” -- each employee plays an equally important part in customers’ experiences.
It’s easy for employees and even some organizations to feel that those who have less customer-facing time play a less significant role in customers’ journeys.
However, each individual’s contributions are equally impactful when it comes to delighting and retaining customers.
In the case of Inception Fertility, Lisa pointed out that patient facilitator are customers’ first impression of their clinics, financial advocates ease patients’ financial burdens, and check-in and concierge staff are the first friendly face customers see, to name just a few examples.
To demonstrate their impact, Lisa recommended explicitly showing employees how they affect customers’ experiences.
She also recommended encouraging teams to brainstorm ways they can support one another so they can have a positive, productive culture and better execute their brand’s purpose.
In addition to proving their value to customers, I also liked that Lisa recommended businesses encourage employees to “be off task to be on purpose.”
By that, Lisa meant that it’s okay for employees to sometimes step aside from their key duties to do something that could make a customer’s day and put their brand promise into action.
For example, Lisa said that she saw a custodian at a Disney park. He entered a restroom to fill his bucket with water, and then began drawing Disney characters on the hot pavement with his broom and water.
Though the custodian temporarily stopped cleaning the park, drawing Disney characters was an exemplary instance of practicing Disney’s brand purpose (“We create happiness”).
Indeed, brands should encourage employees to think outside the box and find ways to make even the most ordinary interactions more enjoyable for customers.
Those small gestures may be the key to turning a happy customer into a loyal fan and advocate.
Key quote:
“It’s okay to be off task to be on purpose.”
This webinar is perfect for:
Inception Fertility’s webinar is worth a watch if you’re looking to build a company culture and employee experience that can enrich your customer experiences.
More specifically, I’d recommend this webinar to CX teams who are struggling to:
Get employees involved. It can be hard to get employees excited about customer experiences when they’re given a list of rules and best practices to follow.
However, allowing employees to get off task so they can be on purpose and encouraging them to define how their department can deliver great experiences is a near-guaranteed way to facilitate a more customer-centric culture.
Doing so can also help employees to see that they “own” certain stages of a customer’s journey instead of just being asset in a CX team’s plan.
Inject emotion back into customer experiences. True, CX programs should be oriented towards achieving high-level business initiatives.
Nonetheless, it’s easy for CX practitioners to be so consumed with data analytics and meeting metrics that they forget to keep the customers’ thoughts and feelings central to their programs.
Through team-wide collaboration, more emotionally-driven data collection programs, and celebrating customer-related successes, CX teams can create more customer-focused workplaces and deliver more personalized, intimate experiences for their clients.
Bring your brand’s purpose to life. For many organizations, a brand purpose or mission statement may feel like a nice addition to their marketing materials – not something they bring to life in everything they do.
Inception Fertility’s webinar has many great tips for finding ways to identify and hone your brand’s purpose so you can create a purpose that both reflects your business’ purpose, culture, and initiative.
Besides, employees who feel like their contributions are valued are essential to meeting and exceeding customers’ expectations.
CX teams should work with employees across departments to identify their role in a customer’s journey and ways they can make that moment even better.
Lastly, organizations should empower ever employee to know that it’s okay for them to get off task so they can be on purpose – their customers are worth it.