Creating Visible Passion through the Lens of a Harley Helmet


Beth Magee

Beth Magee

Author Bio

Senior Marketing Director


Author Bio

This past week brought yet another one of our regional events, this time in Minneapolis, where we were able to bring together CX professionals from a variety of organizations and industries to learn from each other. Did I mention it was also held at the new TopGolf location so we were able to get in a couple of hours networking and show off our golf skills? Or in my case, discover I have none.

Our keynote speaker was Ken Schmidt, former communications director for Harley Davidson and sought-after speaker and consultant. Ken is “visibly passionate” about delivering experiences to customers that appeal to one of our most basic human needs – to feel valued and validated. Once a customer feels this way they will share their experience with others and those people are more likely to want to have the same experience with that company. According to Ken the biggest mistake a company can make is to sell a product. Instead companies need to create experiences that their customers want to tell others about.

Think about it this way, “what would happen in Vegas if everything stayed in Vegas?” Let that sink in for a minute…

Ken also talked about the importance of culture and how companies are viewed by their customers. He pointed out that, “the way we see any company is a reflection of the company’s culture.” If you have a bad culture, low morale, no employees with visual passion, etc. this will be very clear to your customers and this is not how you want to be seen. He also discussed the importance of leadership embodying the behaviors they expect from their employees.

Following Ken, Brad Linville, Sr. Director CX Consulting at Confirmit, discussed many of the types of customer experience programs he sees that need to be revamped. Perhaps that’s the “rambler”, a CX program containing never-ending surveys that take 45 minutes to complete, or the “plain jane”, where there’s nothing special about the program. There’s no compelling reason for customers to provide feedback. He then conducted an exercise with the audience to evaluate all of the listening posts they have in their organizations and ask themselves questions like:

  • Does this survey provide valuable insights?
  • Are we taking action on this data?
  • Who is using this data?

When CX pros ask questions like this they are able to evaluate each component of their program and it allows them to make some tough, but necessary changes.

We wrapped up with a fireside chat with Jaclyn Von Oven, Director, CX Measurement & Insights, Best Buy. Jaclyn discussed how her program has grown from a purely transactional one to a more comprehensive program that brings in relationship feedback and she is working to combine historical data with behavioral data. With this new combination of data, her team will be able to use AI to anticipate negative experiences and take action before it goes wrong. She and her team are looking to the future and to reduce the amount of questions they ask customers because they will be able to predict their customers’ needs. We’re excited to help them along this journey and will report back on the outcome. The event was a success and we look forward to coming back to Minneapolis and coming to a city near you in the future.

 


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