#CX 26: Brand Legacy is a Human Thing (Not a Corporate Thing) w/ Kristy Krueger

WEBVTT 1 00:00:00.200 --> 00:00:03.839 We all want to be inspired, we are all curious and even in business, 2 00:00:04.400 --> 00:00:07.910 you're always a person first. So when you're writing or talking to your 3 00:00:07.910 --> 00:00:12.710 clients, you're talking to a person, so show that you're human. A 4 00:00:12.830 --> 00:00:17.550 relationship with the right referral partner could be a game changer for any BEDB company. 5 00:00:18.149 --> 00:00:21.820 So what if you could reverse engineer these relationships at a moment's notice, 6 00:00:21.859 --> 00:00:27.980 start a podcast, invite potential referral partners to be guests on your show and 7 00:00:28.179 --> 00:00:33.579 grow your referral network faster than ever. Learn more. At Sweet Fish Mediacom 8 00:00:38.409 --> 00:00:42.609 you're listening to be tob growth, a daily podcast for B TOB leaders. 9 00:00:43.170 --> 00:00:47.049 We've interviewed names you've probably heard before, like Gary Vannerd truck and Simon Senek, 10 00:00:47.369 --> 00:00:51.399 but you've probably never heard from the majority of our guests. That's because 11 00:00:51.439 --> 00:00:55.840 the bulk of our interviews aren't with professional speakers and authors. Most of our 12 00:00:55.920 --> 00:01:00.280 guests are in the trenches, leading sales and marketing teams. They're implementing strategy, 13 00:01:00.359 --> 00:01:03.870 they're experimenting with tactics, they're building the fastest growing BBB companies in the 14 00:01:03.909 --> 00:01:07.390 world. My name is James Carberry. I'm the founder of sweet fish media, 15 00:01:07.430 --> 00:01:11.269 a podcast agency for BB brands, and I'm also one of the cohosts 16 00:01:11.349 --> 00:01:15.150 of this show. When we're not interviewing sales and marketing leaders, you'll hear 17 00:01:15.230 --> 00:01:19.780 stories from behind the scenes of our own business. Will share the ups and 18 00:01:19.900 --> 00:01:23.819 downs of our journey as we attempt to take over the world. Just getting 19 00:01:23.420 --> 00:01:33.290 well, maybe let's get into the show that. Hey, welcome back to 20 00:01:33.329 --> 00:01:36.450 the B tob growth show. My name is Ethan, but I host the 21 00:01:36.489 --> 00:01:42.650 customer experience series here on the show. And every single interaction that one of 22 00:01:42.730 --> 00:01:47.200 your customers, are future customer, has with you, your people, your 23 00:01:47.319 --> 00:01:51.799 product, your service, your brand, all of that adds up to your 24 00:01:52.159 --> 00:01:57.200 brand legacy and there's very little that's more important to build than that legacy. 25 00:01:57.760 --> 00:02:01.030 If you want to truths in a lie about how to build that legacy effectively, 26 00:02:01.230 --> 00:02:07.750 you're going to love this conversation with Christy Krueger. Okay, welcome back 27 00:02:07.790 --> 00:02:10.789 to the customer experience podcast. Today we're going to be talking branding, rebranding 28 00:02:10.830 --> 00:02:15.629 in a variety of other topics with today's guests, who brings twenty years of 29 00:02:15.710 --> 00:02:22.020 experience and Marketing Development, marketing strategy and marketing communication to this conversation. She 30 00:02:22.139 --> 00:02:27.219 currently serves as the vice president of marketing at Revel, a healthcare technology company 31 00:02:27.259 --> 00:02:30.650 that uses data to move people to take action for better health. They focus 32 00:02:30.770 --> 00:02:36.169 on technology, teamwork and creativity to get that done. Christy Krueger, welcome 33 00:02:36.289 --> 00:02:39.330 to the customer experience podcast. Thank you even it's a pleasure to be on. 34 00:02:39.969 --> 00:02:44.210 Yeah, I really appreciate your time and I'm really looking forward to this 35 00:02:44.289 --> 00:02:47.400 conversation, especially because of your branding background. But will start with your thoughts 36 00:02:47.439 --> 00:02:53.840 for your or observations or lessons about customer experience at a high level. Yeah, 37 00:02:53.919 --> 00:02:55.080 this has been on my mind a lot, so I've been, you 38 00:02:55.120 --> 00:02:58.669 know, kind of picking up on different things and I was listening to a 39 00:02:58.750 --> 00:03:04.430 podcast interview between Oprah and Bradley Cooper after he produced and directed a star is 40 00:03:04.469 --> 00:03:07.150 born, and if you haven't seen that movie, it's phenomenal. And he 41 00:03:07.349 --> 00:03:10.830 was in this interview saying that, you know, his movie or his art 42 00:03:12.509 --> 00:03:16.460 was so important to him because of every life it had the opportunity to touch, 43 00:03:17.020 --> 00:03:21.020 and I just I just thought that was so cool that people were reaching 44 00:03:21.060 --> 00:03:23.780 out to him and say, you know, this really made a difference in 45 00:03:23.860 --> 00:03:25.539 my life and thank you for making this movie it wasn't just a movie. 46 00:03:27.060 --> 00:03:30.449 It was truly art and it had a message behind it. And I think 47 00:03:30.930 --> 00:03:35.530 when it comes down to a customer experience, it's really it's the opportunity to 48 00:03:35.610 --> 00:03:38.449 touch people's lives and you know, when you have that opportunity, did you 49 00:03:38.569 --> 00:03:43.120 inspire them in those connections? Like that's really going above and beyond. But 50 00:03:43.560 --> 00:03:46.400 if you really want a great customer experience, you have to look at it 51 00:03:46.560 --> 00:03:52.919 as it's the customers experience. It's their experience that becomes a part of your 52 00:03:53.000 --> 00:03:55.590 brand legacy. It's not the brand alone, and really, in the end, 53 00:03:55.789 --> 00:04:00.110 that's what's the most important thing to center around. That, I think, 54 00:04:00.229 --> 00:04:03.469 is true customer experience. I love it. It's treating all of these 55 00:04:04.110 --> 00:04:09.750 moments, these touch points, as opportunities. In there either opportunities to take 56 00:04:09.789 --> 00:04:13.180 advantage of to make the world a better place, in to Improve Your Business, 57 00:04:13.340 --> 00:04:16.100 or missed opportunities where you know you just maybe took the easy route and 58 00:04:16.139 --> 00:04:19.939 let the moment go. You have a really strong brand background it in an 59 00:04:19.980 --> 00:04:26.689 emerging theme here in these conversation stations is the relationship between brand and brand experience 60 00:04:26.970 --> 00:04:30.689 and the customer experience. How do you see some people have said they're synonymous. 61 00:04:30.689 --> 00:04:34.089 Other people say differently. What are your thoughts or feelings about the relationship 62 00:04:34.089 --> 00:04:38.759 between brand experience and customer experience? Or they are the synonymous to you, 63 00:04:38.839 --> 00:04:42.560 I guess. Yeah, I think it starts with the brand because you know, 64 00:04:42.639 --> 00:04:45.839 when you build a brand your aspirational, you're thinking. You know, 65 00:04:46.759 --> 00:04:49.360 what kind of experience are they going to have, and it's really the soul 66 00:04:49.480 --> 00:04:53.230 of the company is figuring out the why? Why are you doing this? 67 00:04:53.310 --> 00:04:56.709 Why are you asking people to come to work and and work this hard? 68 00:04:56.829 --> 00:05:00.149 What? What is the purpose that we're all connected to? And that really 69 00:05:00.149 --> 00:05:03.430 then leads to what is your brand promise? Your brand promise is your promise 70 00:05:03.470 --> 00:05:09.220 to your customers and how do you live that every day? So I think 71 00:05:09.220 --> 00:05:12.620 they're absolutely connected. The one feeds out the other. It's just when one 72 00:05:12.660 --> 00:05:16.339 starts and the other one takes off. So truth number one that I have 73 00:05:16.500 --> 00:05:21.449 on here is live and breathe your brand promise internally and your brand promise again, 74 00:05:21.490 --> 00:05:26.089 is that you know your promise to your customers. What could matter more 75 00:05:26.170 --> 00:05:30.250 than that? And I was really inspired by a Ted talk by Simon Senek 76 00:05:30.370 --> 00:05:36.319 and he talked about how great leaders inspire action and just really understanding the purpose 77 00:05:36.399 --> 00:05:40.600 of your company and then you build off of that and figure out what your 78 00:05:40.639 --> 00:05:44.680 promise could be to make that happen. And that's when your customers are truly 79 00:05:44.800 --> 00:05:48.000 connected to when they believe in the promise that you're making. And he gives 80 00:05:48.040 --> 00:05:53.069 the example of Apple, which we all know great, great company, gives 81 00:05:53.069 --> 00:05:57.670 a great customer experience because they're in a community with their customers, they believe 82 00:05:57.709 --> 00:06:00.709 in this mantra of think differently, and so they're connected to their customers in 83 00:06:00.829 --> 00:06:05.259 that way and that's their promise to them and they continually deliver on that. 84 00:06:05.579 --> 00:06:10.620 And so I really do think brand and customer experience are tied together and they 85 00:06:10.660 --> 00:06:14.899 have to be to be successful. I love it and you in just going 86 00:06:14.939 --> 00:06:17.970 back to where you started to I mean doing it internally not only means that 87 00:06:18.170 --> 00:06:21.449 employees need to have that buy in and live it out so that the customer 88 00:06:21.490 --> 00:06:26.329 can experience it, but it gives a sense of purpose and meaning to day 89 00:06:26.370 --> 00:06:30.610 to day work as well, which is awesome. We need that as humans. 90 00:06:30.730 --> 00:06:33.279 You know, our brand promise that at revel as we get people to 91 00:06:33.319 --> 00:06:36.279 do things that are good for them, and we made that really simple on 92 00:06:36.399 --> 00:06:42.399 purpose because we wanted it to be for our internal team to really hold on 93 00:06:42.519 --> 00:06:45.879 to that and know that the work that they do really, really does matter. 94 00:06:46.040 --> 00:06:48.350 We have it up, but every company meeting we have our mission, 95 00:06:48.350 --> 00:06:53.189 which is to make the world a healthier place, and then our brand promise 96 00:06:53.350 --> 00:06:56.230 and our promise to our customers of how we're going to do that through health 97 00:06:56.310 --> 00:06:59.350 actions and get people to do things that are, you know, good for 98 00:06:59.430 --> 00:07:01.339 them. And we have that integrated into our culture and it makes all the 99 00:07:01.420 --> 00:07:06.699 difference. And every team meeting we talked about client experiences and any member stories 100 00:07:06.740 --> 00:07:10.939 that are new and it's the best part of the meeting and it makes us 101 00:07:10.939 --> 00:07:15.540 just feel really good about what we do. Yeah, so important and and 102 00:07:15.620 --> 00:07:17.889 it's I found in my own work that that's when I then that's what I'm 103 00:07:18.410 --> 00:07:24.970 reminded of why I sometimes show up early and stay late and work on the 104 00:07:25.009 --> 00:07:28.209 weekends and do all these other things that are, you know, they feel 105 00:07:28.209 --> 00:07:30.439 sacrificial at times, you know, when I want to be in kind of 106 00:07:30.439 --> 00:07:34.279 a martyr state, but then when you when you can really be reminded of 107 00:07:34.360 --> 00:07:39.240 the outcomes, that your mission is actually coming to life and you're doing the 108 00:07:39.360 --> 00:07:43.040 things you aspire to do. It's just so satisfying it wropes you right back 109 00:07:43.120 --> 00:07:46.029 in. So that was your truth number one, where we're doing a little 110 00:07:46.029 --> 00:07:48.790 too truths in a lie here. I'm going to do truth number two because, 111 00:07:48.829 --> 00:07:54.110 okally kind of builds here and it's so so for any when the missage 112 00:07:54.189 --> 00:07:58.189 the first the first truth is living and breathing your brand. Promise internally and 113 00:07:58.230 --> 00:08:01.259 again, Brandon promise, are super important words and it needs to be true 114 00:08:01.300 --> 00:08:05.019 from the inside out. So truth number two. Truth number two is treat 115 00:08:05.060 --> 00:08:09.620 your customers like humans, and I get into a lot of trouble with this 116 00:08:09.740 --> 00:08:13.009 one because in a baby world, which is the world I play, and 117 00:08:13.329 --> 00:08:16.970 you know, everyone says you have to be buttoned up your your clients or 118 00:08:16.009 --> 00:08:20.250 health plans. You know, like it's very serious, this is people's health 119 00:08:20.290 --> 00:08:22.250 and we can't do that. And it's like, guess what, we can. 120 00:08:22.490 --> 00:08:26.649 We're all human, we all want to be inspired, we are all 121 00:08:26.850 --> 00:08:31.759 curious and even in business you're always a person first. So when you're writing 122 00:08:31.800 --> 00:08:33.919 or talking to your clients, you're talking to a person. So show that 123 00:08:35.039 --> 00:08:37.200 you're human. And I have a couple of examples. The first one is 124 00:08:37.279 --> 00:08:43.029 from ATNT and it's their campaign that says just okay is not okay. And 125 00:08:43.149 --> 00:08:46.470 you probably heard this one, are seeing and and I'm going to play it 126 00:08:46.549 --> 00:08:48.549 now, but it's about getting a tattoo. So here we go. First 127 00:08:48.590 --> 00:08:54.389 Atto, yeah, relax and maybe it's going to look okay. Only okay 128 00:08:54.909 --> 00:08:56.899 or his boss. I want to do to too, martest in the city. 129 00:08:58.620 --> 00:09:01.379 You mean one of the Best Tattoo arsts in the city, right, 130 00:09:01.860 --> 00:09:05.259 something like that. Yeah, aren't you supposed to draw it first? Stay 131 00:09:05.299 --> 00:09:09.049 in your lane, Bro. Just okay, it's not okay, especially when 132 00:09:09.049 --> 00:09:13.889 it comes to your network. So I love that because it's so true. 133 00:09:15.090 --> 00:09:18.250 Well, especially when you're getting a tattoo. We expect more. We want 134 00:09:18.289 --> 00:09:24.399 a great customer experience and just working with a company that gives you an okay 135 00:09:24.519 --> 00:09:28.759 experience. It's just not good enough and it's not going to fly. You're 136 00:09:28.799 --> 00:09:31.480 going to go somewhere else then. So this commercial just did a great job, 137 00:09:31.519 --> 00:09:35.639 I thought, of really connecting with the audience and letting you know that 138 00:09:35.840 --> 00:09:39.509 they're going to go above and beyond because they too believe that just okay is 139 00:09:39.590 --> 00:09:43.190 not okay. And this is just a great example of using humor to connect 140 00:09:43.190 --> 00:09:48.190 with your audience and talk about your brand promise. It's very refreshing. People 141 00:09:48.230 --> 00:09:52.389 are connected by laughter, so bring it in. That human element is it 142 00:09:52.509 --> 00:09:54.179 can be great when it works well. It's there's a fine line, so 143 00:09:54.259 --> 00:09:58.379 you have to be careful of that. Yeah, the whole series is very, 144 00:09:58.460 --> 00:10:03.379 very entertaining, typically their comedy writers. Comedy is an easy to do, 145 00:10:03.539 --> 00:10:05.340 but when you can do it well, it's super, super effective and 146 00:10:05.379 --> 00:10:09.129 it also for me, the thing that came to mind is, you know, 147 00:10:09.210 --> 00:10:11.529 the desired outcome right. Oftentimes we're talking about experience, for talking about 148 00:10:11.529 --> 00:10:16.809 maybe above and beyond, but there's also just this basic give me what I 149 00:10:16.049 --> 00:10:20.169 need in this goes to your promise, which is hey, I thought when 150 00:10:20.169 --> 00:10:22.519 I did business with you that I was going to get x, like I 151 00:10:22.600 --> 00:10:26.159 was going to achieve. The desired outcome in this case is like just okay, 152 00:10:26.320 --> 00:10:30.360 is way short of sorry, just okay is is even short of okay, 153 00:10:30.759 --> 00:10:31.639 or it can be, and so we need to make sure we at 154 00:10:31.679 --> 00:10:35.669 least hit hit the finish line and if we can do it above and beyond, 155 00:10:35.710 --> 00:10:41.149 even better. Absolutely. Yes, an example number two is, you 156 00:10:41.269 --> 00:10:43.149 know, just just talk to me like I'm a human. Just just be 157 00:10:43.269 --> 00:10:46.350 conversational. If you can't do the humor thing well and you're not going to 158 00:10:46.470 --> 00:10:50.059 take that chance, I get it. That's up to you and your brand 159 00:10:50.100 --> 00:10:54.299 and what your tone is, but at least be human and talk like a 160 00:10:54.340 --> 00:10:58.259 human. I was listening to an Hanley, who is on this this podcast 161 00:10:58.419 --> 00:11:01.460 and I just absolutely love her, by the way, and she said that 162 00:11:01.620 --> 00:11:07.970 content is the holy grail of connecting with customers and I absolutely wholeheartedly agree with 163 00:11:07.169 --> 00:11:11.370 that. I have an example of a company that does that for me and 164 00:11:11.490 --> 00:11:16.289 it's Trello. So they are an online APP that kind of helps with project 165 00:11:16.330 --> 00:11:22.159 management and I conbine type style, and they we use that on our marketing 166 00:11:22.279 --> 00:11:24.600 team to for project management and helping us to be organized, and they send 167 00:11:24.639 --> 00:11:28.919 this monthly newsletter and it's written in such a human way that it just goes 168 00:11:28.960 --> 00:11:33.549 above and beyond my expectations every time because it like reads my mind. It 169 00:11:33.710 --> 00:11:37.230 like knows the things that I'm worried about her or want to know more about, 170 00:11:37.389 --> 00:11:41.750 and every time that newsletter comes I for it to the marketing team. 171 00:11:41.789 --> 00:11:43.909 I think I've done that like five times in a row and they're like okay, 172 00:11:43.950 --> 00:11:48.379 it must be time for the Trello newsletter because Christie's sending it out again. 173 00:11:48.820 --> 00:11:52.340 But the topics are just awesome for me. It's like mindfulness at work 174 00:11:52.460 --> 00:11:56.820 and passion projects and ways that you can be productive, but not the typical 175 00:11:58.019 --> 00:12:01.289 like here ten tips to be productive. What you know successful people do in 176 00:12:01.330 --> 00:12:05.049 the morning to be productive. It's not the same old, same old, 177 00:12:05.090 --> 00:12:09.169 but it's actually digging a little bit deeper and say it's okay to be mindful 178 00:12:09.169 --> 00:12:11.529 at work, it's okay to have a passion product and combine that with your 179 00:12:11.570 --> 00:12:15.570 work. So it really speaks to me. Whoever the blog writer is. 180 00:12:15.690 --> 00:12:18.000 Thank you very much. That's awesome. Keep it up and if you're not 181 00:12:18.120 --> 00:12:22.679 using Trello, it's a really cool tool. So yeah, I love it. 182 00:12:22.720 --> 00:12:26.480 I used Trello. I also use a sauna and and it was I 183 00:12:26.799 --> 00:12:30.269 agree. In Hanley is awesome. I recommend both of her books, particularly 184 00:12:30.269 --> 00:12:33.870 everybody rights. I also recommend her newsletter, which I expect you also enjoy, 185 00:12:35.029 --> 00:12:37.909 for it's just just extremely well written in and if you miss that episode 186 00:12:39.149 --> 00:12:43.429 and you're listening to this one, you can subscribe to the customer experience podcast 187 00:12:43.549 --> 00:12:46.179 in any in any player and roll back. It was one of the first 188 00:12:46.259 --> 00:12:50.019 five episodes are so so those are two truths. I think it's easy to 189 00:12:50.100 --> 00:12:54.299 lose sight of the human on the other side because you're typically working to deliver 190 00:12:54.340 --> 00:12:58.850 numbers and metrics and gpis and outcomes, and it's easy to lose sight of 191 00:12:58.970 --> 00:13:03.809 all the human beings that are involved in that. So I really like truth 192 00:13:03.889 --> 00:13:07.850 number two. What is the the brand or the customer experience lie that a 193 00:13:07.889 --> 00:13:13.480 lot of people maybe mistreat or overlook? Yes, the lie is that if 194 00:13:13.519 --> 00:13:18.799 you have client or customer in your title, that you own the customer experience. 195 00:13:20.279 --> 00:13:22.159 And I'm sure most everyone on this podcast, if you're listening to this, 196 00:13:22.279 --> 00:13:26.389 you already know that that is not true. Everyone in the company owns 197 00:13:26.470 --> 00:13:31.470 the customer experience and if you want to have a great customer experience, your 198 00:13:31.590 --> 00:13:35.669 team has to know that. It's front stage to backstage. Everyone creates the 199 00:13:35.789 --> 00:13:41.070 experience together, and that's why we have jobs. We should be grateful that 200 00:13:41.190 --> 00:13:43.980 we can be a part of working together to make an amazing customer experience, 201 00:13:45.100 --> 00:13:48.299 because it's the most important part of our job and we may not even realize 202 00:13:48.299 --> 00:13:52.659 the impact that we're making. So going back to truth number one about making 203 00:13:52.700 --> 00:13:58.049 sure the team is aware of impact that they're having on customers and sometimes your 204 00:13:58.090 --> 00:14:01.210 customers, customers, in our case, the members and lives that were touching. 205 00:14:01.850 --> 00:14:07.370 It just completely changes your mindset and now you start thinking, well, 206 00:14:07.929 --> 00:14:09.960 what if the client was my best friend? What if it was a family 207 00:14:11.000 --> 00:14:13.879 member? You know, each interaction I would I would pause, I would 208 00:14:13.919 --> 00:14:16.720 slow down and I would just take a moment and think, how can I 209 00:14:16.799 --> 00:14:20.240 make their life better? How can I go above and beyond? And I 210 00:14:20.360 --> 00:14:24.669 think if you come into it with a just a little bit of a tweak 211 00:14:24.710 --> 00:14:28.950 to the mindset of like how am I going to impact someone's experience today, 212 00:14:28.029 --> 00:14:31.669 and think about them as a human it can make a really big difference. 213 00:14:33.190 --> 00:14:37.950 So it's really not a corporate thing at all. It's a human thing. 214 00:14:37.580 --> 00:14:41.539 You know, it's about living your brand promise and your promise your customers because 215 00:14:41.620 --> 00:14:46.019 you believe in it, and knowing that you're in a community with your clients. 216 00:14:46.059 --> 00:14:48.980 You're in this together, and I think that makes all the difference. 217 00:14:50.460 --> 00:14:52.370 I love it. It's I mean when you adopt that mindset, I it 218 00:14:52.450 --> 00:14:58.450 can't help but manifest itself not only in your behavior but also in the way 219 00:14:58.690 --> 00:15:03.450 that the customer has an experience with any representative of the company. I love 220 00:15:03.490 --> 00:15:05.570 the way that you loop that back to the brand, because I think once 221 00:15:05.610 --> 00:15:09.519 you are once you have a well defined brand which is provides a sense of 222 00:15:09.600 --> 00:15:13.639 purpose and emission, it does become easier to get everyone aligned. I mean 223 00:15:13.720 --> 00:15:20.440 you you basically made the entire argument for my going down this sort of producing 224 00:15:20.480 --> 00:15:24.590 this podcast in the first place, which is exploring this idea, because customer 225 00:15:24.629 --> 00:15:28.470 experience is the single most important and valuable thing we do. But it's difficult 226 00:15:28.470 --> 00:15:31.990 to get people aligned. So I love this framework and it kind of tease 227 00:15:31.990 --> 00:15:33.950 up a question I have for you, which is, you know, one 228 00:15:33.990 --> 00:15:39.259 of the core values at revel is fanatical team work. Talk a little bit 229 00:15:39.299 --> 00:15:43.100 about like what does that look like practically, you know, like why fanatical? 230 00:15:43.379 --> 00:15:48.580 What does teamwork look like? Kind of how are you organized in general, 231 00:15:48.620 --> 00:15:52.169 and when did that occur to you all? So, when we were 232 00:15:52.210 --> 00:15:54.730 writing the mission for the company, we wanted to incorporate our core values, 233 00:15:56.009 --> 00:16:00.450 and one of them as fanatical teamwork, brilliant creativity, those are so important 234 00:16:00.450 --> 00:16:03.720 to us that we had to weave it into the mission and we were very 235 00:16:03.759 --> 00:16:08.559 specific about what that word would be to describe teamwork, and we finally thought. 236 00:16:08.639 --> 00:16:12.840 You know, it's fanatical. It's it's about putting people first and really 237 00:16:12.919 --> 00:16:17.720 working as a team. You know, means we all have great ideas, 238 00:16:17.799 --> 00:16:22.509 we all bring this creativity and we need to trust each other and trust that 239 00:16:22.629 --> 00:16:26.470 sometimes will will make mistakes or will test something and we're wrong. But what 240 00:16:26.629 --> 00:16:30.789 do we learn from it and how do we grow from that? We're an 241 00:16:30.830 --> 00:16:34.500 emerging cut emerging company within the healthcare space. We have a lot of lives 242 00:16:34.620 --> 00:16:37.580 to impact and a lot of good to do. So we want to be 243 00:16:37.620 --> 00:16:41.340 as effective as possible and get our solutions to market as soon as we can, 244 00:16:41.419 --> 00:16:45.460 because the more solutions we put out, the more we're helping people, 245 00:16:45.940 --> 00:16:49.769 and so the fanatical teamwork is really part of all of us believing in the 246 00:16:49.850 --> 00:16:55.570 same mission that if we work together, we're not just having a fun time 247 00:16:55.769 --> 00:17:00.370 together, but we're also helping people, and there's no greater feeling than coming 248 00:17:00.409 --> 00:17:06.240 to work and knowing that you're actually helping people totally. How old is the 249 00:17:06.319 --> 00:17:08.880 company? How many people are part of this fanatical team work? Yes, 250 00:17:10.079 --> 00:17:14.720 yeah, so we're we've been in the space for twelve years and we went 251 00:17:14.799 --> 00:17:18.269 through a rebrand and so we became revel two and a half years ago when 252 00:17:18.269 --> 00:17:23.230 I came on board, and we have about eighty plus people and growing nice. 253 00:17:23.869 --> 00:17:29.230 And how are you organized? Approximately like ore like sub teams within this 254 00:17:29.309 --> 00:17:33.380 super teams. So we have, you know, typical leadership team and then 255 00:17:33.420 --> 00:17:38.380 we have a marketing team, technology team, product team, HR sales and 256 00:17:38.460 --> 00:17:44.369 marketing together, client experienced team and probably missing some, but you know, 257 00:17:44.490 --> 00:17:48.049 a pretty typical structure, I would say. Yeah, I would agree. 258 00:17:48.529 --> 00:17:52.529 So this moving people concept, like you've mentioned it a couple times. You 259 00:17:52.650 --> 00:17:56.650 know, we're moving people, I guess, first too thought and then to 260 00:17:56.809 --> 00:18:00.039 action. On the website, which, by the way, one of your 261 00:18:00.400 --> 00:18:03.839 one of your it's not a brand promise for some more functional, practical promise 262 00:18:03.960 --> 00:18:07.519 that probably helps people with these problems identify and say I want to connect with 263 00:18:07.559 --> 00:18:11.799 with these people. As we get people to stay in network, we get 264 00:18:11.880 --> 00:18:15.869 people to get their annual physical, we get people to schedule their next appointment, 265 00:18:15.309 --> 00:18:18.430 we get people to manage their diabetes, we get people to get their 266 00:18:18.549 --> 00:18:22.630 family flu shots. So you're moving people to Action. You know, as 267 00:18:22.630 --> 00:18:26.859 VP marketing, you obviously have a lot to do there in terms of kind 268 00:18:26.859 --> 00:18:32.500 of guiding the process of moving people to new thoughts and new actions and new 269 00:18:32.579 --> 00:18:36.579 behaviors. How do you think about that work? Yeah, so there's we 270 00:18:36.700 --> 00:18:38.940 have this, you know, two ways to look at the first one is 271 00:18:40.180 --> 00:18:44.730 making sure that we have we understand our members. So it's not just the 272 00:18:44.849 --> 00:18:48.529 clinical data, but it's also, you know, how do we know them 273 00:18:48.569 --> 00:18:51.329 as a human, like we were saying before, what data do we have 274 00:18:51.490 --> 00:18:56.039 that can give us some insight into their living situation right now, or just 275 00:18:56.160 --> 00:18:59.519 making sure we can even get into contact with them and which methods are the 276 00:18:59.640 --> 00:19:03.079 best way that they like to be contacted. So that's the basic marketing right. 277 00:19:03.559 --> 00:19:07.599 But the second part of it is the behavioral science that really drives the 278 00:19:07.640 --> 00:19:11.630 messaging and understanding. Why would someone not get a flu shot? Let's make 279 00:19:11.670 --> 00:19:15.910 sure that we understand what those message things are, put them out to that 280 00:19:15.109 --> 00:19:18.670 group and then test them. And then the technology behind the scenes is figuring 281 00:19:18.710 --> 00:19:22.990 out which ones are resonating and then pausing the ones that aren't and using the 282 00:19:23.109 --> 00:19:27.380 ones that are working, so we can change the campaign mid flight to use 283 00:19:27.500 --> 00:19:32.140 the types of messages that are actually resonating with the audience, and that's why 284 00:19:32.180 --> 00:19:36.299 we can get such great outcomes, so good and such a huge value for 285 00:19:36.500 --> 00:19:40.490 the for your kind of two layers of clients there. It's a really a 286 00:19:40.609 --> 00:19:44.210 benefit to both. We have something in common. We both have great respect 287 00:19:44.250 --> 00:19:48.690 for Fred Rodgers and both really enjoyed won't you be my neighbor. Talk about 288 00:19:48.809 --> 00:19:51.730 that like if for anyone that hasn't seen I think we would both highly recommend 289 00:19:51.730 --> 00:19:53.799 won't you be my neighbor, which is a fantastic film that I did not 290 00:19:53.960 --> 00:19:57.039 watch a lot of Mr Rodgers growing up, but always had, you know, 291 00:19:57.160 --> 00:20:00.480 not awareness and and appreciation, and that just took it for a new 292 00:20:00.519 --> 00:20:03.519 took it to a new level for me. What do you think his message 293 00:20:03.559 --> 00:20:10.470 or that film can teach marketers or anyone working in a professional capacity today? 294 00:20:11.190 --> 00:20:17.269 I think just being a good human I mean he had so much credibility and 295 00:20:17.349 --> 00:20:22.900 just honesty and you know his quote about the greatest gift is just being your 296 00:20:22.019 --> 00:20:26.660 honest self and then sharing that with kids who are growing up in a crazy 297 00:20:26.700 --> 00:20:30.380 world and just being true to yourself and doing the things that are right. 298 00:20:32.059 --> 00:20:34.019 You know, he would write letters to his fans, to these little kids, 299 00:20:34.059 --> 00:20:37.329 to help them understand all the things that we're going on in the world 300 00:20:37.329 --> 00:20:41.890 and he would take time to write those letters and explain them. His wife 301 00:20:41.970 --> 00:20:45.609 would help him with that too, and it was just like imagine if you 302 00:20:45.690 --> 00:20:49.119 took the time to write letters to all your clients, you know, or 303 00:20:49.319 --> 00:20:53.039 a subset of them, and really think about the answer and be thoughtful about 304 00:20:53.039 --> 00:20:56.759 it. So I think he's just an amazing role model and he did so 305 00:20:56.799 --> 00:21:02.119 much for our country and for the youth that you know that to experience his 306 00:21:02.200 --> 00:21:07.390 show so good. The this it reminds me of another Guid beemerging theme on 307 00:21:07.430 --> 00:21:10.670 the show, which is like, you know, scaling the unscalable. I 308 00:21:10.750 --> 00:21:12.589 mean, if he can, who because he was watched by millions. I 309 00:21:12.670 --> 00:21:18.549 mean he was on television when there weren't eighty five hundred different channels. You 310 00:21:18.619 --> 00:21:22.259 know, if someone on a making the impact on a national scale can do 311 00:21:22.500 --> 00:21:26.900 that in order to, you know, fulfill probably his own personal mission, 312 00:21:26.940 --> 00:21:29.980 I think all of us could do a little bit more. I think we 313 00:21:30.099 --> 00:21:32.890 stop ourselves and say, Oh, we you know, we can't do that 314 00:21:32.930 --> 00:21:36.730 at scale. So what would it look like to write a personal note or 315 00:21:36.809 --> 00:21:40.490 to send a truly personal video to each one of your customers? Such a 316 00:21:40.529 --> 00:21:44.009 good message, Christy. This has been really fun and I am going to 317 00:21:44.410 --> 00:21:47.880 give you the chance, because relationships are our number one core values here, 318 00:21:48.359 --> 00:21:51.920 to to think or mentioned someone who's had a positive impact on your life, 319 00:21:51.920 --> 00:21:56.079 for your career, and then shoutow. You already shouted out Trello, a 320 00:21:56.160 --> 00:21:57.759 company that I also enjoy as well. I guess I need to pay more 321 00:21:57.799 --> 00:22:02.549 attention to their to their new letters or get on you forward it to you, 322 00:22:03.390 --> 00:22:07.630 you're getting your distributionless, but but also maybe shout out another company. 323 00:22:08.069 --> 00:22:11.990 It's doing customer experience really well. Sure. So the first one to thank 324 00:22:12.069 --> 00:22:17.299 you would be too, an Hanley. I mean I went to her be 325 00:22:17.460 --> 00:22:22.019 to be marketing conference last year and just learned so much. Some of the 326 00:22:22.099 --> 00:22:25.980 things actually talked about today were some things that they talked about like humor and 327 00:22:26.099 --> 00:22:30.250 being human, and it was just so, so empowering to know that the 328 00:22:30.369 --> 00:22:33.130 path that I was on was the right path and I had so many people 329 00:22:33.130 --> 00:22:37.250 at that conference tell me like, keep doing it, what you're doing is 330 00:22:37.369 --> 00:22:40.769 right. Yes, people are going to think you're crazy or they're going to 331 00:22:40.849 --> 00:22:44.289 think you're doing the wrong thing, but you're doing the right thing. Keep 332 00:22:44.440 --> 00:22:48.079 marching on, and that was really inspiring. So a big thank you to 333 00:22:48.240 --> 00:22:52.000 Anne for putting such a great conference together every year and I'm coming again this 334 00:22:52.079 --> 00:22:56.599 year, so nice. And another company that I think is doing the customer 335 00:22:56.640 --> 00:23:00.269 experience well is is Amazon, because it impacts my life so much. I'm 336 00:23:00.309 --> 00:23:04.869 super busy with two kids running around a soccer practices and Games and tournaments and 337 00:23:06.109 --> 00:23:10.509 softball practice and gymnastics and blah, Blah Blah, and just knowing that I 338 00:23:10.710 --> 00:23:15.220 have Amazon at my side to like order things and like, you know, 339 00:23:15.339 --> 00:23:18.460 get it in two days is like it's wonderful. And then also having Alexa 340 00:23:18.500 --> 00:23:22.980 at home because of my kids, can order up music and, you know, 341 00:23:22.259 --> 00:23:26.420 it's amazing to me. I never had imagine that as a kid that 342 00:23:26.500 --> 00:23:30.769 I could have this device that would play any song I could think of on 343 00:23:30.970 --> 00:23:33.809 demand. They have no idea. How could they have it so good in 344 00:23:33.849 --> 00:23:38.849 its all just so seamless. You know, it's a movement toward just this 345 00:23:40.089 --> 00:23:45.839 ambient experience where you can just call out into the wind and things happen for 346 00:23:45.960 --> 00:23:48.079 you. So cool and and just in to think, you know, if 347 00:23:48.119 --> 00:23:52.400 you could not imagine it at their age and it is normalized at their age, 348 00:23:52.480 --> 00:23:55.950 what are their kids going to be doing and how are they going to 349 00:23:55.990 --> 00:24:00.109 be engaging with companies and brands and technology. That's a different conversation. That's 350 00:24:00.109 --> 00:24:06.950 a completely so, Chrissie, I really really appreciate your time and your insights. 351 00:24:07.349 --> 00:24:10.500 You are on the right track. I love that you got that kind 352 00:24:10.539 --> 00:24:14.779 of that validation and that encouragement to keep moving in a direction that treats people 353 00:24:14.819 --> 00:24:18.940 as people. Really it's the golden rule, which is represented in every major 354 00:24:18.980 --> 00:24:23.289 world religion as well as variety of philosophies, which is treat people as you'd 355 00:24:23.329 --> 00:24:26.569 want to be treated, and I think if we can do that in our 356 00:24:26.650 --> 00:24:32.210 businesses that's just a basic foundation for success. How can someone follow up with 357 00:24:32.369 --> 00:24:36.529 you or with rebel? Sure you can just go to Linkedin and look for 358 00:24:36.569 --> 00:24:41.880 a Christy Kruger revel health or go to revel healthcom. Awesome. Thank you 359 00:24:41.960 --> 00:24:45.279 again so much for your time. Continued success to you. Yeah, thank 360 00:24:45.319 --> 00:24:51.000 you so much, even hey, I hope you enjoyed Christie's take on how 361 00:24:51.039 --> 00:24:56.029 to be more personal and more human as you build relationships, serve customers and 362 00:24:56.190 --> 00:25:00.509 grow your business. I hope you also enjoyed her shoutouts to Ann Handley, 363 00:25:00.549 --> 00:25:06.190 who's a great marketer herself. She's also a guest on the customer experience podcast. 364 00:25:06.509 --> 00:25:10.859 If you want to hear that conversation with Ann Handley other conversations like this 365 00:25:10.900 --> 00:25:15.539 one with Christy Krueger, subscribe to the customer experience podcast. You can find 366 00:25:15.579 --> 00:25:22.490 the customer experience podcast in Apple podcasts and itunes, Google podcasts and Google play, 367 00:25:22.970 --> 00:25:26.930 spotify, stitcher. Wherever you listen to your podcast, you can check 368 00:25:26.970 --> 00:25:30.690 out the customer experience podcast. I hope you enjoyed this episode and thanks again 369 00:25:30.730 --> 00:25:37.920 for listening. If you are a regular listener of BB growth, odds are 370 00:25:38.000 --> 00:25:42.759 you might enjoy sales success stories with Scott Ingram as well well. This year, 371 00:25:44.079 --> 00:25:48.160 thanks to a partnership with outreach and sales hacker, our friend Scott Ingram 372 00:25:48.319 --> 00:25:52.109 is making the live stream of his sales success summit available for free. The 373 00:25:52.269 --> 00:25:57.950 event is on October fourteen and fifteen, featuring thirteen presentations and five panels, 374 00:25:57.990 --> 00:26:03.710 all presented by top performing be tob sales professionals. You can check it out 375 00:26:03.789 --> 00:26:08.460 and register at top one DOT FM live. That's top the number one DOT 376 00:26:08.579 --> 00:26:11.140 FM LIVE