#CX 47: Cultural Empathy for Better Business Relationships w/ Kristin Messerli

WEBVTT 1 00:00:05.839 --> 00:00:11.310 Millennials as employees. One of the biggest priorities for them. It's going to 2 00:00:11.349 --> 00:00:18.670 be upward mobility or skill development and just team culture. If we want to 3 00:00:18.670 --> 00:00:23.820 be successful building healthy relationships with our customers and our future customers, we need 4 00:00:23.980 --> 00:00:27.780 to understand who they are and we need to meet them where they are, 5 00:00:28.179 --> 00:00:34.500 and that requires empathy. That's the topic of this conversation on the CX series 6 00:00:34.539 --> 00:00:38.409 here on BB growth. My name is Ethan Butte, author of the Book 7 00:00:38.570 --> 00:00:44.329 Rehumanize Your Business and host of the CX series. Our guest, Christen messarily, 8 00:00:44.850 --> 00:00:50.479 is the founder of cultural outreach and we're talking about cultural empathy, generational 9 00:00:50.640 --> 00:00:57.640 differences, ethnic differences and human similarities. How can we adapt cultural empathy in 10 00:00:57.799 --> 00:01:03.880 the business setting while refusing to put individual people into generalized buckets? That some 11 00:01:03.040 --> 00:01:10.189 of what will go through in this conversation with Christen messarily. Hey, welcome 12 00:01:10.230 --> 00:01:14.230 back to the customer experience podcast. If you're interested in connecting with young and 13 00:01:14.349 --> 00:01:19.060 diverse audiences as your customers and as your team members, you've checked out the 14 00:01:19.099 --> 00:01:22.900 right episode. Our guest has spent more than a dozen years working on multi 15 00:01:22.980 --> 00:01:27.260 cultural solutions and businesses and in social work. She's worked with several multinational social 16 00:01:27.420 --> 00:01:33.769 enterprises and she's currently running cultural outreach, a company she founded nearly seven years 17 00:01:33.769 --> 00:01:38.890 ago that provides diversity training, multicultural content, cause driven marketing and more Christian 18 00:01:38.930 --> 00:01:44.890 messarily. Welcome to the customer experience podcast. Thank you so much. Yeah, 19 00:01:45.049 --> 00:01:48.400 really love what you're up to. Really glad this episode started when we 20 00:01:48.560 --> 00:01:51.439 get the chance to meet in person a couple months back, and we share 21 00:01:51.480 --> 00:01:56.359 a passion that we will get into later on, around using video to connect 22 00:01:56.400 --> 00:01:59.560 and communicate with people in a more personal way. But let's start where we 23 00:01:59.599 --> 00:02:02.469 always start, which is your thoughts or your definition or anything that comes to 24 00:02:02.510 --> 00:02:07.830 mind when I say to you customer experience. So customer experience to me is 25 00:02:08.069 --> 00:02:14.590 that there the thoughts and the feelings that you have and using someone's product or 26 00:02:14.830 --> 00:02:17.580 in going through the process of using that product. Yeah, a lot around 27 00:02:17.620 --> 00:02:21.620 thought and feeling, I think. Yeah, and it's what we're left with. 28 00:02:21.699 --> 00:02:24.060 I think that often turns into stories and those types of things as well. 29 00:02:24.819 --> 00:02:28.580 Do you feel like I'm under the impression, and of course I guess 30 00:02:28.580 --> 00:02:31.330 I'm guilty in this, that a lot more people are talking about customer experience 31 00:02:31.490 --> 00:02:35.449 now than they were, say, four five, six, seven years ago, 32 00:02:35.449 --> 00:02:37.289 if you observe that and if so, what do you think about that? 33 00:02:37.810 --> 00:02:43.610 Yeah, and it's interesting because I think we've expanded that definition so much 34 00:02:43.610 --> 00:02:47.360 at this point and and we become really passionate about having a good customer experience 35 00:02:47.400 --> 00:02:52.599 as the consumer. But I mean, I think about Luke on my career 36 00:02:52.840 --> 00:02:57.000 I've always been talking about customer experience but not really realizing that's what I was 37 00:02:57.080 --> 00:03:00.150 doing, and I talked a lot about how to empathize with the customer and 38 00:03:00.270 --> 00:03:06.949 how to, you know, build a connection with your consumers or your clients 39 00:03:07.030 --> 00:03:09.550 and their marketing, and I didn't realize, I think, until a little 40 00:03:09.550 --> 00:03:13.460 bit later on that all of that is about customer experience, you know. 41 00:03:13.620 --> 00:03:16.580 So I think we're that definition has become very trendy, but a lot of 42 00:03:16.620 --> 00:03:20.819 people have been talking about it for a while. Totally agree. It's new 43 00:03:20.900 --> 00:03:25.099 language for some basic critical fundamentals. For me, I came up in brand 44 00:03:25.219 --> 00:03:30.729 marketing, so I remember some of my early mentors were were around brand and 45 00:03:30.849 --> 00:03:36.009 branding and really those share those those elements share a lot in common. Again, 46 00:03:36.050 --> 00:03:38.129 it's the impressions through left with the thoughts and the feelings, the stories 47 00:03:38.169 --> 00:03:42.560 that you tell other people and all of that. So in these conversations on 48 00:03:42.639 --> 00:03:46.680 this podcast I've come to understand that brand experiences can to it and maybe even 49 00:03:46.719 --> 00:03:51.360 synonymous with customer experience. So you're right, it's new language for things that 50 00:03:51.439 --> 00:03:53.639 we've always known we needed to do, but I'm glad it's raised up in 51 00:03:53.680 --> 00:03:58.469 your right that consumers are really driving this. So let's get into what you 52 00:03:58.789 --> 00:04:02.349 have spent so much of your life on, which is young and diverse markets, 53 00:04:02.469 --> 00:04:06.389 next Gen consumers and underserved markets. That's some of the language that is 54 00:04:06.509 --> 00:04:11.219 on your website and things for folks that are familiar, I guess, before 55 00:04:11.259 --> 00:04:14.900 we get their, talk a little bit about cultural outreach and why the focus 56 00:04:15.099 --> 00:04:19.620 on these communities in particular. So I started cultural outreach about five years ago 57 00:04:19.939 --> 00:04:26.730 and previously I was working as a social worker, primarily with immigrant communities and 58 00:04:27.129 --> 00:04:30.329 and I did a lot of I started doing a lot more training with businesses 59 00:04:30.490 --> 00:04:33.009 on how to work with my clients because I realized there was just this huge 60 00:04:33.129 --> 00:04:38.720 gap in communication and how how they were marketing to them and how, and 61 00:04:38.839 --> 00:04:42.480 so it was creating a just my clients were not having access to a lot 62 00:04:42.519 --> 00:04:46.120 of the services and businesses that they needed. So in doing that I realize 63 00:04:46.160 --> 00:04:50.600 there's a big business opportunity, and so I started the company with a focus 64 00:04:50.680 --> 00:04:56.470 on training and helping them to develop a lot of their marketing efforts as well, 65 00:04:56.949 --> 00:05:01.629 and so it's expanded into doing things more on a we developed something called 66 00:05:01.670 --> 00:05:05.829 a culture map, which stands from market access plan, and so we'll evaluate 67 00:05:05.870 --> 00:05:12.379 a company in eight different areas, from everything from digital to their customer experience, 68 00:05:12.540 --> 00:05:17.819 so their their community outreach efforts and and different components they're hiring and all 69 00:05:17.819 --> 00:05:23.569 of that to see how they're effectively reaching those markets and and so that's something 70 00:05:23.610 --> 00:05:28.209 that we're able to replicate in in different actual cities and with different businesses, 71 00:05:28.610 --> 00:05:31.170 and so we focus a lot on the training piece and then doing the culture 72 00:05:31.209 --> 00:05:39.360 maps and then some other consulting projects around customer experience or user interface design and 73 00:05:39.480 --> 00:05:43.519 things like that that help a company or product really connect with the customer. 74 00:05:44.000 --> 00:05:46.920 I really appreciate that. The idea that you took your background, your experience. 75 00:05:46.959 --> 00:05:51.149 Obviously have a passion for these communities through the social work that you were 76 00:05:51.189 --> 00:05:55.709 doing and you identify the business opportunity and just ran at I think that's awesome. 77 00:05:56.149 --> 00:05:59.310 So again, going to the language that I've seen on your website and 78 00:05:59.389 --> 00:06:01.589 maybe even on your linkedin profile. I forget, but you know, young 79 00:06:01.709 --> 00:06:08.620 and diverse, next generation underserved. Like talk about the types of people you're 80 00:06:08.660 --> 00:06:13.500 focused on as employees and customers for the businesses that you're working with. So 81 00:06:13.819 --> 00:06:16.939 I really depends on on the business. But in today's market we have, 82 00:06:17.220 --> 00:06:21.329 I think, a ninety two percent of population growth is coming from multicultural families 83 00:06:21.689 --> 00:06:27.889 and in consumers and so and millennials, who everyone is trying to reach as 84 00:06:27.889 --> 00:06:31.410 a business. Nearly half of millennials identify as ethnic minorities. So I think 85 00:06:31.449 --> 00:06:35.839 it's important that we really pay attention to the fact that we're looking at age 86 00:06:35.920 --> 00:06:41.240 diversity, we're looking at at a lot of diversity from an ethnic standpoint, 87 00:06:41.399 --> 00:06:46.040 socio economic background, all of those things that really play a factor. Haven't 88 00:06:46.199 --> 00:06:50.069 that plays as a significant factor and thinking about how someone is going to connect 89 00:06:50.110 --> 00:06:56.189 with your message and how your content or your communication or experience is going to 90 00:06:56.750 --> 00:07:00.629 really connect with that audience. And so we look at all across all of 91 00:07:00.709 --> 00:07:05.300 those areas, but focus a lot on the socio economic, ethnicity and age 92 00:07:05.379 --> 00:07:10.899 differences. Awesome, I think. I give so many so many follow questions 93 00:07:10.939 --> 00:07:13.300 here. What is our own generations? You know, you know, we 94 00:07:13.379 --> 00:07:17.050 obviously cut them. I am Gen x. When we slice populations at a 95 00:07:17.089 --> 00:07:20.009 certain point, you know, when does this generation and where is the other 96 00:07:20.050 --> 00:07:27.170 one start? In your experience and observation, how generalized are the differences between 97 00:07:27.930 --> 00:07:32.600 boomers, as millennial, Gen Z, etcetera like. Talk about just that. 98 00:07:32.720 --> 00:07:35.639 Go to the age part a little bit and in are the real fundamental 99 00:07:35.720 --> 00:07:41.319 differences there? Yeah, there really are differences. I mean I think it's 100 00:07:41.560 --> 00:07:45.350 important that we realize we're all human beings. were all wanting the same types 101 00:07:45.430 --> 00:07:49.189 of things. But I think in looking at the generational differences, especially when 102 00:07:49.230 --> 00:07:56.629 you get to around thirty and younger as a consumer, they are using technology 103 00:07:56.629 --> 00:08:00.860 a group out with technology and just a very different way than previous generations had. 104 00:08:01.259 --> 00:08:03.259 So while we might all want I'm I'm thirty two, but while we 105 00:08:03.300 --> 00:08:09.379 might all want things quickly and we want to use technology the way, for 106 00:08:09.540 --> 00:08:11.819 someone that grew up using this at five years old, you know, it's 107 00:08:11.889 --> 00:08:16.889 they have a different way of using tech and they're they're going to have different 108 00:08:16.930 --> 00:08:22.009 expectations. So some of the big ones that I found are are that expectation 109 00:08:22.209 --> 00:08:28.639 for efficiency and good quality user design, user interface and design. That expectation 110 00:08:28.800 --> 00:08:33.639 for responsiveness is huge with it. With a younger audience, they are if 111 00:08:33.720 --> 00:08:37.279 you don't respond right away or they're they're not able to access someone really quickly, 112 00:08:37.519 --> 00:08:41.429 they move on so much faster than someone from a previous generation. And 113 00:08:41.590 --> 00:08:46.710 a few other value differences there, or expectations I guess would are around the 114 00:08:46.789 --> 00:08:54.389 the trust factor, because I think for millennials, having having entered adulthood daring 115 00:08:54.470 --> 00:09:00.220 or right after the financial crisis and housing crisis and and for a variety of 116 00:09:00.700 --> 00:09:05.700 factors, they have their way less trusting than previous generations were, and so 117 00:09:05.139 --> 00:09:11.049 building that trust through community involvement, through the humanizing factor like video, things 118 00:09:11.090 --> 00:09:16.090 like that. That's a really big need for a millennial consumer that differs, 119 00:09:16.129 --> 00:09:20.009 I think, a lot from previous generations. And so do you find that 120 00:09:20.210 --> 00:09:24.399 the folks you're working with struggle to I mean, these are things they would 121 00:09:24.399 --> 00:09:26.799 need to do for their business regardless, but maybe the fact that this group 122 00:09:26.840 --> 00:09:33.080 of folks is now in their target customer population, they have disposable income now 123 00:09:33.240 --> 00:09:37.399 and so now they need to their force to make some of these changes to 124 00:09:37.440 --> 00:09:41.669 stay relevant. Yeah, it's really interesting. I think I started my business 125 00:09:41.710 --> 00:09:46.470 at a time when people still are companies had kind of option of doing that. 126 00:09:46.669 --> 00:09:50.549 They were thinking, Oh yeah, I do want to be more modern 127 00:09:50.549 --> 00:09:56.019 and update update things. But now it's becoming urgent and so I think because 128 00:09:56.100 --> 00:10:00.779 of that shift in wealth and all of that, people and companies are really 129 00:10:00.820 --> 00:10:05.100 seeing that immediate need for updating their design and not just like, you know, 130 00:10:05.259 --> 00:10:09.929 having the tech, but they have to make sure their website and their 131 00:10:09.210 --> 00:10:15.850 APP and everything is really tight and very has a very clean modern design and 132 00:10:16.009 --> 00:10:20.210 that all of their sales professionals or their company is using customer views and being 133 00:10:20.289 --> 00:10:26.200 active on, you know, having a good presence on Yelp and whatever customer 134 00:10:26.240 --> 00:10:31.600 view sites they are using. But those types of things have become an absolute 135 00:10:31.639 --> 00:10:35.870 necessity and urgent need, and so we've seen that shift over the last few 136 00:10:35.870 --> 00:10:39.669 years. Something that we've talked about a lot on the show here is the 137 00:10:39.830 --> 00:10:43.190 relationship between, although not enough. We haven't talked about this enough, the 138 00:10:43.309 --> 00:10:50.059 relationship between customer experience and employee experienced, the idea that a great customer experience 139 00:10:50.259 --> 00:10:56.419 starts with a great employee experience. Engaged employees, satisfied employees, employees with 140 00:10:56.580 --> 00:11:00.340 clear direction, but also a lot of the you know, support that they 141 00:11:00.379 --> 00:11:05.090 need. So I would guess that this generation and these demands are probably translating 142 00:11:05.250 --> 00:11:09.769 for employers as well. Can you speak to the kind of the recruiting, 143 00:11:09.850 --> 00:11:13.889 hiring, on boarding, engagement retention process, not of the customer but the 144 00:11:13.970 --> 00:11:20.919 millennial as team member or employee? Yeah, so millennials as employees. One 145 00:11:20.960 --> 00:11:28.399 of the biggest priorities for them it's going to be upward mobility or skill development 146 00:11:28.480 --> 00:11:33.190 and just team culture, and so that's something that I think is surprising for 147 00:11:33.269 --> 00:11:37.029 a lot of companies. That's honestly been very surprising for me as an employer, 148 00:11:37.309 --> 00:11:41.309 even because I you don't realize how important those little nuances are of making 149 00:11:41.350 --> 00:11:46.259 sure that your employee feels truly engaged in the in the company, they feel 150 00:11:46.340 --> 00:11:50.779 like they have ownership over their projects, they feel like they're having a positive 151 00:11:50.779 --> 00:11:54.700 impact in the world through the work that they're doing, and all of those, 152 00:11:56.220 --> 00:12:01.169 those feelings and and that employee experience drives their productivity. And so I 153 00:12:01.330 --> 00:12:07.009 think thinking more about team culture and not it doesn't have to be like having 154 00:12:07.009 --> 00:12:11.450 a ping pong table in your in your office, but, and for me 155 00:12:11.529 --> 00:12:15.649 I mean all my employees are remote and so you may have a remote team 156 00:12:15.649 --> 00:12:18.480 as well, but but making sure that you're constantly on an individual level, 157 00:12:20.200 --> 00:12:24.840 you have strong mentorship and you're you're building a team culture there, and so 158 00:12:24.200 --> 00:12:28.039 I think that one is a big factor. And then also, I mentioned 159 00:12:28.080 --> 00:12:33.549 at the beginning of that upward mobility and skill development is a big deal with 160 00:12:33.669 --> 00:12:39.070 millennials and I think the income is going is continuing to shift toward being a 161 00:12:39.230 --> 00:12:43.429 higher priority. But the younger they are, the more they value having the 162 00:12:43.549 --> 00:12:48.379 skill development above actually what they're getting paid. And so but the opportunity to 163 00:12:48.500 --> 00:12:54.940 make more, the opportunity to climb in either ranks or business or business opportunities 164 00:12:54.980 --> 00:13:01.129 are learning new skills are huge factor for how satisfied and how productive they are 165 00:13:01.169 --> 00:13:05.690 as employees. Yeah, it's really interesting. I've noticed that myself a significant 166 00:13:05.730 --> 00:13:11.090 interest in titles and structure in particular seems to be more meaningful than I ever 167 00:13:11.250 --> 00:13:15.799 remember like in my coming up. It's like, you know, even is 168 00:13:15.879 --> 00:13:18.879 sometimes even separate from a skill development conversation. You know, it's like when 169 00:13:18.879 --> 00:13:22.320 we talk about growth in a one on one setting and it's like and look 170 00:13:22.320 --> 00:13:26.080 at all this growth, but you know, but the titles the same, 171 00:13:26.200 --> 00:13:31.549 and so I don't might not feel like I have enough external or extrinsic signs 172 00:13:31.590 --> 00:13:35.470 or motivators to let me know that I am actually making this progress. It's 173 00:13:35.509 --> 00:13:39.549 been to that. I would say there was a difference that I've noticed or 174 00:13:39.590 --> 00:13:43.460 of the past maybe five six years. I know that is a big one 175 00:13:43.500 --> 00:13:48.059 and I think it's that validation of feeling appreciated. You know that you you 176 00:13:48.179 --> 00:13:52.620 are recognized as okay, I did all this work and and you recognize me. 177 00:13:52.659 --> 00:13:54.220 And I know a lot of we get made fun of a lot as 178 00:13:54.460 --> 00:14:00.850 as a millennials for being the snowflake generation or participation trophy generation, and and 179 00:14:01.049 --> 00:14:05.330 there there's truth to the fact that we do want to we want our mentors 180 00:14:05.409 --> 00:14:09.120 and are employers, to recognize that we did do a good job, you 181 00:14:09.200 --> 00:14:13.279 know, and and that can go a really long way for their productivity. 182 00:14:13.480 --> 00:14:18.240 So I found that in, you know, in that kind of mentorship and 183 00:14:18.360 --> 00:14:22.600 relationship, if you acknowledge them, and honestly this is regardless of age, 184 00:14:22.720 --> 00:14:26.110 that it just is needed, I think more with a younger generation, but 185 00:14:26.429 --> 00:14:31.190 in a team meeting, if you highlight someone for giving a good customer experience, 186 00:14:31.230 --> 00:14:33.230 that we can and hand them a, you know, five dollar starbucks 187 00:14:33.269 --> 00:14:37.029 Gift Card that costs you nothing and barely any time, but that's going to 188 00:14:37.110 --> 00:14:41.340 make everyone, you know, just realize how important that is and feel more 189 00:14:41.379 --> 00:14:45.980 appreciated every time they get that. And then, on an individual level, 190 00:14:46.299 --> 00:14:48.220 you know, yeah, giving the constructive feedback of that kind of thing, 191 00:14:48.340 --> 00:14:54.330 but always really being conscious and spending time in highlighting the good things that they're 192 00:14:54.370 --> 00:14:58.610 doing. And so actually, I have a client that feels kind of like 193 00:14:58.649 --> 00:15:03.129 an employer to me right now, and and he is. He constantly only 194 00:15:03.370 --> 00:15:07.879 shares those things that are negative, that like need to be changed, you 195 00:15:07.919 --> 00:15:09.039 know, and and I get it and I try to always feel like all 196 00:15:09.080 --> 00:15:13.759 right, thick skin, here I go. But but it feels so good 197 00:15:13.120 --> 00:15:16.600 when he says something positive that that I do that. I think, man, 198 00:15:16.679 --> 00:15:20.759 if if I heard that a little bit more, I know I would 199 00:15:20.759 --> 00:15:24.509 be more motivated. And it's just it's learning, you know, our psychology 200 00:15:24.590 --> 00:15:28.110 and what's going to make us more productive and more loyal to you as an 201 00:15:28.149 --> 00:15:33.590 employer. So good. The IT reminds me of we've been doing this exercise 202 00:15:33.629 --> 00:15:37.940 Steve Passonelli, rcmo and my coauthor on Rehumanize Your Business, which is about 203 00:15:37.940 --> 00:15:41.899 simple personal videos, started this and I, and I'm going to, I've 204 00:15:41.940 --> 00:15:43.220 picked it up and done it with him and I will steal it from him 205 00:15:43.220 --> 00:15:46.179 whenever I'm presenting without him. And where we stop it, like in a 206 00:15:46.220 --> 00:15:50.529 longer format, will stop and we'll do a fifteen minute like working break and 207 00:15:50.649 --> 00:15:52.490 we'll challenge people just to get out their phones. Will coach them through it, 208 00:15:52.889 --> 00:15:56.929 to record just a simple thank you video. Think of someone who is 209 00:15:56.009 --> 00:16:00.690 meaningfully meaningful to you, like the first person that comes to mind, record 210 00:16:00.730 --> 00:16:03.960 a s quick, simple, sincere video message and send it. And then 211 00:16:04.000 --> 00:16:07.159 at the end of the break we do like a five, depending on how 212 00:16:07.159 --> 00:16:08.799 much engagement there is, five or ten minute kind of breakdown. We share 213 00:16:08.840 --> 00:16:12.279 people's stories because people, some people are getting replied eyes like right away, 214 00:16:12.320 --> 00:16:17.240 in real time. And no joke, there are tears, there's in on 215 00:16:17.679 --> 00:16:21.070 the recipient side and sometimes even on the center side. Like this, you 216 00:16:21.230 --> 00:16:23.590 totally turn my day around. It's so interesting. I'm glad you mentioned that 217 00:16:23.710 --> 00:16:27.870 that at least the appreciation piece transcends age in it in a real, real 218 00:16:27.950 --> 00:16:32.590 way, because I don't think any of us here's thank you enough, and 219 00:16:32.899 --> 00:16:37.340 it's a simple thing we can do to engage our employees in our customers much 220 00:16:37.379 --> 00:16:41.539 more off and in videos a great way to do it because it's a asynchronous 221 00:16:41.580 --> 00:16:45.460 it's you in full in person. It's not you can see think, you 222 00:16:45.580 --> 00:16:48.730 type on the screen. It's just not the same thing, because it's the 223 00:16:48.850 --> 00:16:51.730 difference that you can feel right it allows them to be seen and heard, 224 00:16:51.769 --> 00:16:55.850 looking them straight in the eye. It's just super, super powerful and I 225 00:16:55.889 --> 00:16:59.809 would expect that you're like me and that you think about that all the time, 226 00:16:59.970 --> 00:17:00.919 like, Oh man, I really appreciate that he did that. It's 227 00:17:00.960 --> 00:17:03.960 like this fleeting thought as you're walking down the street or going up the stairs 228 00:17:03.960 --> 00:17:07.519 or whatever the case may be, and turning that into action is the gap 229 00:17:07.640 --> 00:17:11.599 that really separates, I think, and will continue to separate, good organizations 230 00:17:11.720 --> 00:17:15.950 from great organizations in terms of the people that they attract and retain. Yeah, 231 00:17:17.069 --> 00:17:19.630 that's so true. I actually have a couple videos saved on my phone 232 00:17:19.670 --> 00:17:23.150 that I will look at every now and then because a client, couple different 233 00:17:23.150 --> 00:17:26.990 clients, sent me a video follow up after something, saying, you know, 234 00:17:27.150 --> 00:17:30.180 I just really appreciate the training that you did and, you know, 235 00:17:30.500 --> 00:17:34.900 shared something that was meaningful and it was just so powerful. It took them, 236 00:17:36.019 --> 00:17:38.579 you know, thirty seconds to put that together, but I am like 237 00:17:38.819 --> 00:17:44.099 yeah, that's that's what I do this for, is for someone to have 238 00:17:44.289 --> 00:17:47.569 a change in their behavior or has some kind of impact, and for you 239 00:17:47.650 --> 00:17:52.609 to communicate that on a personal level is a huge it's a really inspirational experience. 240 00:17:52.650 --> 00:17:56.450 Yeah, it's great. Do you have any other thoughts on video while 241 00:17:56.450 --> 00:17:59.359 we're here? You know, I did not know when we met that that 242 00:17:59.480 --> 00:18:02.680 you were very familiar with what we do and that that you have some of 243 00:18:02.759 --> 00:18:04.799 your own stories of, you know, positive responses and things. What have 244 00:18:04.839 --> 00:18:07.400 you seen in terms of video, the rise of video and, in particular, 245 00:18:07.440 --> 00:18:11.440 this rise of simple personal video? Where have you seen it go? 246 00:18:11.599 --> 00:18:14.750 Well, do you have any stories that that you love to share or anything 247 00:18:14.789 --> 00:18:17.470 like that? Yeah, man, I talked about this a lot because I 248 00:18:17.670 --> 00:18:21.710 do think the personal video is such an important touch and and actually, in 249 00:18:21.829 --> 00:18:26.619 talking about millennials and underserves communities, a big factor there is about building trust 250 00:18:26.740 --> 00:18:32.380 and building that personal connection and when you realize that someone is responsive and someone 251 00:18:32.420 --> 00:18:33.900 that you can trust and that they're going to be a good guy through this 252 00:18:34.019 --> 00:18:38.299 process, it changes everything about that. That's the customer experience that we want. 253 00:18:38.619 --> 00:18:44.930 And so by providing those videos that either are a short video response to 254 00:18:45.009 --> 00:18:48.450 a question they had, like you know, someone might text over some question 255 00:18:48.529 --> 00:18:51.569 and you respond over video and say, Hey, I wanted to explain this 256 00:18:51.769 --> 00:18:56.319 well, Blah like that is an awesome customer experience and then allows them to 257 00:18:56.480 --> 00:18:59.160 watch that on their own time and not feel like they have to schedule a 258 00:18:59.319 --> 00:19:03.680 call, the call whatever. And then also building that connection through video calls. 259 00:19:03.839 --> 00:19:07.000 Instead of being on a phone call, you just schedule a video call 260 00:19:07.279 --> 00:19:11.069 and you're able to build that relationships so much better. So I think I 261 00:19:11.269 --> 00:19:15.509 mean a few of the heart of course, tons of success stories about that, 262 00:19:15.589 --> 00:19:18.309 because this is a lot of the things that I teach on. But 263 00:19:18.950 --> 00:19:22.630 you know, even sharing a little birthday videos, like whenever it's someone's birthday 264 00:19:22.630 --> 00:19:25.220 and you say, Hey, just want to tell you happy birthday whatever. 265 00:19:25.259 --> 00:19:30.059 I've told people to do that and people write send me screenshots of people saying 266 00:19:30.059 --> 00:19:33.500 I can't tell you how much this meant to me and this is so cool 267 00:19:33.539 --> 00:19:37.339 that you would do that, and it just it's bring it's rehumanizing business. 268 00:19:37.380 --> 00:19:41.609 I Love, Love, love what that can do to someone's life and and 269 00:19:41.769 --> 00:19:45.609 of course, your business when, when you are able to connect on that 270 00:19:45.690 --> 00:19:51.049 human level, it changes everything for the consumer and for developing that kind of 271 00:19:51.089 --> 00:19:53.720 loyalty. See, it's so right on. I love that and I'll just 272 00:19:53.920 --> 00:19:57.599 tack on one more there because you just kind of mentioned it. For folks 273 00:19:57.599 --> 00:20:03.000 who are listening and they're thinking about doing simple personal videos who we're wondering, 274 00:20:03.039 --> 00:20:03.880 when would I do this? How would I do this? How do I 275 00:20:04.000 --> 00:20:07.990 operationalize and all that, kristen just gave you a really, really great use 276 00:20:08.029 --> 00:20:11.950 case in and it's happening to you. In linkedin. Every day you're seeing 277 00:20:11.990 --> 00:20:18.029 birthdays, and facebook for that matter, birthdays. You're seeing new positions or 278 00:20:18.069 --> 00:20:21.269 promotions in those kinds of things, and you could just join the herd and 279 00:20:21.349 --> 00:20:23.940 click the like button or drop a little, you know, comment, and 280 00:20:25.019 --> 00:20:29.059 that's good. You shouldn't not do that, but taking that extra step of 281 00:20:29.180 --> 00:20:33.140 looking someone in the eye and maybe telling a little story or adding a personal 282 00:20:33.259 --> 00:20:36.210 note about how I hope you get to that great restaurant that you love, 283 00:20:36.329 --> 00:20:38.690 that always has that Keyanti that you that you can't stop talking about. I 284 00:20:38.690 --> 00:20:42.849 hope you enjoy that tonight because it's your birthday or you know something congratulatory man. 285 00:20:42.930 --> 00:20:47.170 It's I can't believe we were working together ten years ago and and now 286 00:20:47.289 --> 00:20:51.359 here you are running this particular part of this operations as cool company, whatever 287 00:20:51.359 --> 00:20:55.640 the case may be. Like your social feeds are filled with reasons to reach 288 00:20:55.680 --> 00:20:59.319 out with simple personal videos. So and it's an easy place to start as 289 00:20:59.440 --> 00:21:00.960 is. Thank you. That's good. I'm glad we could do a pass 290 00:21:02.000 --> 00:21:03.990 out video and I appreciate your enthusiasm, for I feel the same way and 291 00:21:04.069 --> 00:21:08.670 I think you know it's it's just bringing this pendulum swing back, or this 292 00:21:08.789 --> 00:21:15.309 balance back to the you know, we do want the efficiency of digital experiences 293 00:21:15.509 --> 00:21:19.299 where they're anticipating our needs and it's seamless and we're working toward friction list in 294 00:21:19.380 --> 00:21:22.380 terms of getting signed up or moving from here to there, or knowing what's 295 00:21:22.380 --> 00:21:26.859 going on and all these other things. But what goes missing in that scenario 296 00:21:26.859 --> 00:21:29.700 again, is that human touch, and so I'm I'm glad that you're out 297 00:21:29.700 --> 00:21:32.819 there as a champion of it as I am. I want to talk a 298 00:21:32.890 --> 00:21:37.849 little bit about a phrase that you offer, cultural empathy. Can you just 299 00:21:37.970 --> 00:21:40.690 double back on that a little bit, talk about what that means and maybe 300 00:21:40.730 --> 00:21:44.369 talk about what that means from an operational standpoint for folks that are with us 301 00:21:44.410 --> 00:21:47.240 here at this point in the conversation, or like I like the sound of 302 00:21:47.319 --> 00:21:52.720 all of this. I am working with a team of people who aren't necessarily 303 00:21:52.200 --> 00:21:57.880 young or from underserved communities or markets, or we're not. We don't have 304 00:21:57.880 --> 00:22:03.509 a variety of cultures represented in our organization. What does cultural empathy mean and 305 00:22:03.549 --> 00:22:07.630 what are some ways that we might be able to operationalize it? So cultural 306 00:22:07.710 --> 00:22:15.069 empathy is all about understanding the the mindset of another individual. So empathizing is 307 00:22:15.190 --> 00:22:18.059 obviously like kind of putting yourself in someone else's shoes. When I talk about 308 00:22:18.099 --> 00:22:22.579 cultural empathy, I mean that from either an organizational level or in kind of 309 00:22:22.660 --> 00:22:27.259 what you were talking about, like operationalizing something on a on a business level. 310 00:22:27.460 --> 00:22:33.210 So you might think about customer experience. Is a certain element of that 311 00:22:33.490 --> 00:22:37.730 where you might deliver customer your customer experience in a certain way and not realize 312 00:22:37.769 --> 00:22:42.410 that that's not connecting with certain demographics, like that's not resonating with millennials or 313 00:22:42.450 --> 00:22:48.279 that's not really resonating with your non English speaking clients, and and so how 314 00:22:48.400 --> 00:22:52.319 do you empathize and understand where they're coming from and what is going to connect 315 00:22:52.319 --> 00:22:55.640 with them and then make those adjustments. And the same thing goes from an 316 00:22:55.680 --> 00:23:00.630 employment standpoint. But one of the really simple things that I learned early on, 317 00:23:00.589 --> 00:23:04.630 what really triggered me kind of thinking more about this, was when I 318 00:23:04.630 --> 00:23:08.589 was a social worker, I was working a lot with immigrant communities and and 319 00:23:08.789 --> 00:23:12.940 I a lot of Spanish speaking individuals and I spoke Spanish fluently, but I 320 00:23:14.140 --> 00:23:17.619 was not connecting while with them and I was having a hard time building that 321 00:23:17.779 --> 00:23:21.779 trust and and so I but I realized that it was because I was treating 322 00:23:21.819 --> 00:23:23.779 them the way that I would want to be treated. And and so, 323 00:23:23.940 --> 00:23:26.410 you know, you think the golden rule is a good approach, but it 324 00:23:26.450 --> 00:23:30.849 doesn't work in business a lot of times. And so I need to think 325 00:23:30.849 --> 00:23:33.089 about how, not how to treat them the way that I would want to 326 00:23:33.089 --> 00:23:36.690 be treated by how to treat them the way that they want to be treated. 327 00:23:37.049 --> 00:23:40.410 So in that instance, I was thinking by were them, I'd be 328 00:23:40.490 --> 00:23:44.480 wanting to get through these appointments really quickly and efficiently because I value my time. 329 00:23:45.039 --> 00:23:47.920 But for a lot of my clients, they were wanting to get to 330 00:23:48.039 --> 00:23:52.480 know me and and build they've had the strong value of personalism and wanted to 331 00:23:52.000 --> 00:23:56.029 sit down and chat a little bit before we got down to business. And 332 00:23:56.309 --> 00:23:59.869 so when I made an adjustment and started just, you know, chatting for 333 00:23:59.910 --> 00:24:03.029 a little bit, having a cup of coffee, not being on my computer 334 00:24:03.069 --> 00:24:08.069 right away, and within five minutes I saw just a crazy difference and that 335 00:24:08.309 --> 00:24:11.579 they're like the way that they would open up to me and and we saw 336 00:24:11.859 --> 00:24:15.940 their outcomes just go through the roof like we had a little, you know 337 00:24:15.059 --> 00:24:18.740 scoring model and the whole office was like, what is happening? How did 338 00:24:18.819 --> 00:24:25.369 everyone just like boosts like like this? And and I realized in understanding those 339 00:24:25.569 --> 00:24:29.970 kind of cultural nuances of your customers, of your employees across the board, 340 00:24:30.009 --> 00:24:33.690 you can build these connections that have really meaningful results. And so of course 341 00:24:33.730 --> 00:24:38.680 they've replicated that in I started then in healthcare and worked with a lot of 342 00:24:38.720 --> 00:24:45.200 hospitals and in that area and then got into mortgage and housing and and it's 343 00:24:45.240 --> 00:24:49.519 been we've seen huge results just by thinking more about cultural empathy in your customer 344 00:24:49.559 --> 00:24:56.109 experience and these other areas of business. For today's gross story, we're talking 345 00:24:56.150 --> 00:25:00.990 about all state. I'll stay offers best in class products and services that provide 346 00:25:00.069 --> 00:25:07.140 innovative protection and retirement solutions to millions of households nationwide. But when all state 347 00:25:07.259 --> 00:25:11.660 needed to increase traffic and conversion rates on their website, they knew they should 348 00:25:11.660 --> 00:25:15.940 turn to the pros at Directive. 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What are what is an approach to start understanding some 363 00:26:22.369 --> 00:26:26.210 maybe maybe of these pockets of customers that you don't even recognize that are maybe 364 00:26:26.650 --> 00:26:30.369 they're not engaging with the service or the product at the same level and then 365 00:26:30.369 --> 00:26:34.400 you come to realize that there's maybe a cultural gap. Like do survey you 366 00:26:34.480 --> 00:26:37.759 do customer interviews, like what are some of the tools for folks that maybe 367 00:26:38.160 --> 00:26:41.240 are like Gosh, maybe that's what's going on over here in this part of 368 00:26:41.279 --> 00:26:45.440 my business? Like, what are some approaches to get at it? Yeah, 369 00:26:45.559 --> 00:26:51.349 so definitely surveys and interviews are really helpful. I'm working on a project 370 00:26:51.349 --> 00:26:56.750 right now and updating someone's user interface at for a technology and and we started 371 00:26:56.869 --> 00:27:00.660 with realizing, okay, like looking at the different demographics of their customers and 372 00:27:00.740 --> 00:27:07.539 then doing a survey of people from those demographics and we particularly we're looking at 373 00:27:07.859 --> 00:27:11.019 one area that was not engaging with the product very well, and so we 374 00:27:11.339 --> 00:27:17.769 developed a survey and I use them cash. I think it's Ashym, but 375 00:27:18.049 --> 00:27:21.849 there's a bunch of online survey tools that you can use that are really valuable 376 00:27:22.049 --> 00:27:25.930 and you can narrow in specifically on as on a market segment, and then 377 00:27:26.490 --> 00:27:29.490 look at the insight that they had. And here we were able to see 378 00:27:29.569 --> 00:27:36.240 what they valued about working with this particular provider and what they valued like what 379 00:27:36.400 --> 00:27:40.799 their perceptions were throughout the process and and so those kinds of insights help you 380 00:27:40.839 --> 00:27:47.069 to make adjustments and then, but also walking with a particular customer and talking 381 00:27:47.190 --> 00:27:51.589 with them and seeing where they might have questions along the way that are not 382 00:27:51.710 --> 00:27:57.029 being answered, or or even talking with people that are experts or would provide 383 00:27:57.150 --> 00:28:03.500 input on how a a particular marketing flyer is going to resonate with that audience. 384 00:28:03.740 --> 00:28:07.019 I mean some of those just really qualitative research that can be really helpful. 385 00:28:07.700 --> 00:28:11.140 For in one example, we there was a home by your seminar that 386 00:28:11.220 --> 00:28:17.210 people are doing in the Korean community and and I didn't realize that, like 387 00:28:17.289 --> 00:28:21.369 a lot of the colors and the they have the language all right and they 388 00:28:21.369 --> 00:28:26.279 were distributing it correctly, but the even the design of that Flyer just did 389 00:28:26.400 --> 00:28:33.000 not appeal to that audience and so, instead of like the traditional marketing fire, 390 00:28:33.079 --> 00:28:37.599 they change it up to be more reflective of Korean culture and it made 391 00:28:37.599 --> 00:28:41.509 a huge difference in how many people turned out for that event. So little 392 00:28:41.549 --> 00:28:47.269 things like that on how you display content can just by interviewing people and talking 393 00:28:47.349 --> 00:28:48.990 with people, you can find out how that's going to resonate or connect. 394 00:28:49.349 --> 00:28:52.029 Yeah, and you also offered there this. A lot of the research has 395 00:28:52.029 --> 00:28:55.819 been done already. So if you if you can't or don't want to, 396 00:28:55.859 --> 00:28:59.339 or maybe you're going into a new market, their resources that you can hit 397 00:28:59.380 --> 00:29:03.019 up to at least play to that that curve without doing the homework yourself. 398 00:29:03.500 --> 00:29:07.700 Yeah, I mean there's tons of stuff available without doing that. There's a 399 00:29:07.779 --> 00:29:11.170 lot of, you know, reports out there and and even just sometimes just 400 00:29:11.250 --> 00:29:15.210 talking to someone representative of those markets, a few people can give you a 401 00:29:15.289 --> 00:29:19.369 lot of insight. I love doing the actual research side, but and you 402 00:29:19.410 --> 00:29:22.970 can always talk to me about doing that, but we don't always have to 403 00:29:23.049 --> 00:29:27.599 dive in that deep. It's good you talk, and right about so social 404 00:29:27.640 --> 00:29:33.519 media, about partnerships and other ways to build connection into communities that you want 405 00:29:33.559 --> 00:29:37.869 to understand better and want to understand you better. Do you have any tips 406 00:29:37.910 --> 00:29:44.269 around social partnerships or any other any other besides the immediate transactional stuff of you 407 00:29:44.349 --> 00:29:48.630 know, websites and forms and add add materials and things. Yeah, so 408 00:29:48.789 --> 00:29:55.059 I I mean I talked about social media just because it's another communication point, 409 00:29:55.220 --> 00:29:57.779 you know, an access point. So from that standpoint it's just to me. 410 00:29:57.779 --> 00:30:02.539 I'm not like the Social Media Gurgle or anything, but I'm all about 411 00:30:02.539 --> 00:30:04.259 anyone that you meet you need to follow on social media, and you know 412 00:30:04.299 --> 00:30:10.089 because it then it builds that connection and and you're building a another point where 413 00:30:10.089 --> 00:30:14.450 they can build a relationship with you by watching you on social media or engaging 414 00:30:14.529 --> 00:30:18.890 with you. and vice versa, right, and vice versa very importantly. 415 00:30:18.289 --> 00:30:22.119 Yeah, vice versa. And but on the community relationship side, I think 416 00:30:22.119 --> 00:30:29.119 that's one that's really overlooked from most businesses. Community partnerships and relationships, and 417 00:30:29.599 --> 00:30:33.119 what that looks like is, for Incans, if you're wanting to reach the 418 00:30:33.359 --> 00:30:37.829 millennial audience, it's identifying who are influencers in that community. Maybe it's an 419 00:30:37.990 --> 00:30:44.150 employer that hires lots of millennials, maybe it's a coffee shop owner and or 420 00:30:44.470 --> 00:30:49.339 coffee shop and we work location or you know, areas that are reaching those 421 00:30:49.380 --> 00:30:55.099 segments and then building relationships there and finding ways that you can insert yourself or 422 00:30:55.140 --> 00:30:59.059 your company provide some kind of service or value that's going to reach them or 423 00:30:59.420 --> 00:31:03.970 young professional organizations. And the same thing goes for if you're wanting to better 424 00:31:04.009 --> 00:31:10.650 reach the Hispanic and Latina market, then identifying community influencers and nonprofits that are 425 00:31:10.690 --> 00:31:15.130 serving those communities and building those relationships, offering a service or value there over 426 00:31:15.289 --> 00:31:21.599 time and becoming an active member in participating there. So those are the types 427 00:31:21.640 --> 00:31:25.960 of partnerships I think a really long way and building networks and in roads into 428 00:31:25.960 --> 00:31:30.680 communities that are often underserved. Totally agree, especially about the in person stuff. 429 00:31:30.720 --> 00:31:34.509 I mean there's just nothing better than spending a few hours, or even 430 00:31:34.509 --> 00:31:40.029 a couple of days really in a community that you're not very familiar with. 431 00:31:40.150 --> 00:31:42.750 That's it's been, you know, as we were coming up and we identified 432 00:31:42.789 --> 00:31:47.180 a potential product market fit in the real estate community, for example, and 433 00:31:47.259 --> 00:31:52.779 we would go to these real estate conferences and you're standing in a booth and 434 00:31:52.940 --> 00:31:55.700 talking to, you know, hundreds of people all day. Not Not that 435 00:31:55.779 --> 00:32:00.220 they're necessary, they are obviously not underserved community or they don't fit this criteria, 436 00:32:00.220 --> 00:32:02.250 but but it is a community in a culture. Yeah, that has 437 00:32:02.369 --> 00:32:07.529 some of its own unique characteristics and so being in there and how do they 438 00:32:07.609 --> 00:32:09.049 talk? How do they talk to us? How do they talk to each 439 00:32:09.049 --> 00:32:12.930 other? What kind of questions do they come with? You know, how 440 00:32:12.970 --> 00:32:16.680 can you how can you manage the conversation? Well, like there's just that 441 00:32:16.960 --> 00:32:21.319 in person. Stuff just can't be gathered any other way. I mean, 442 00:32:21.400 --> 00:32:24.079 reading a really good report or even doing the interviews is helpful, but us 443 00:32:24.279 --> 00:32:30.000 nothing like being fully wrapped in it for long periods of time. One follow 444 00:32:30.029 --> 00:32:31.109 up for you on this, because it just occurred to me as I was 445 00:32:31.190 --> 00:32:36.589 talking about individual interviews versus, you know, being surrounded by thousands of people 446 00:32:36.630 --> 00:32:39.789 who fit some basic criteria. Do you have any cautions that you would give 447 00:32:39.950 --> 00:32:44.900 listeners or that you would give your own clients about, you know, putting 448 00:32:44.980 --> 00:32:46.660 people into these kind of larger buckets? I mean you have to, and 449 00:32:46.740 --> 00:32:51.940 it's a totally understand why we do it. It is useful, but any 450 00:32:52.019 --> 00:32:57.099 cautions as you go through that kind of categorization? So glad you bring this 451 00:32:57.220 --> 00:33:01.049 up because I always forget to really mention this, because this is a huge 452 00:33:01.089 --> 00:33:06.690 disclaimer that we need to always talk about when we're thinking about putting people in 453 00:33:06.809 --> 00:33:08.289 boxes and no one wants to be put in a box. No one can 454 00:33:08.289 --> 00:33:14.279 actually fit into a box perfectly anyway. We're all individuals and and most of 455 00:33:14.359 --> 00:33:16.599 us are on some kind of spectrum of diversity. All of us are on 456 00:33:16.720 --> 00:33:20.839 some kind of spectrum of diversity in some way, you know, and so 457 00:33:21.480 --> 00:33:25.240 it is really important that we understand the differences so that we can be really 458 00:33:25.599 --> 00:33:31.670 comprehensively ready to serve and reach customers from whatever background and and, you know, 459 00:33:32.069 --> 00:33:36.069 mindset, all that that you may have in front of you. But 460 00:33:36.589 --> 00:33:40.660 everyone is an individual and and I think by saying all millennials are like this, 461 00:33:42.140 --> 00:33:46.380 you're you're not actually empathizing anyway, you know, you're just being trying 462 00:33:46.420 --> 00:33:50.460 to put things in and a box, and I don't think that's helpful or 463 00:33:50.500 --> 00:33:53.019 ever going to build a meaningful connection with the consumer. Good. I'm glad 464 00:33:53.059 --> 00:33:57.450 we did that pass. This has been really interesting. I really appreciate the 465 00:33:57.490 --> 00:34:00.250 work that you're up to and I really love the origin story for it. 466 00:34:00.569 --> 00:34:04.329 I'm glad we will get to that right away. Relationships are our number one 467 00:34:04.410 --> 00:34:07.450 core value here at bombomb so I always like to give you the chance to 468 00:34:07.730 --> 00:34:10.400 thank or mention someone who's had a positive impact on your life or your career 469 00:34:10.880 --> 00:34:15.000 and then give a shout out to a company that you really like or respect 470 00:34:15.039 --> 00:34:19.639 for the experience that they deliver for you as a customer. Okay, well, 471 00:34:20.079 --> 00:34:23.630 the first there's so many people I could think, but when one person 472 00:34:23.750 --> 00:34:28.670 that comes to mind right away is dave savage. He is the founder CEO 473 00:34:28.949 --> 00:34:35.269 of a mortgage coach and and just someone that has always open the door for 474 00:34:35.429 --> 00:34:39.900 me and to opportunities for me to grow as in my career and meet the 475 00:34:39.940 --> 00:34:45.900 right people and just and always been someone that I can one hundred percent trust 476 00:34:45.019 --> 00:34:50.019 and I think, you know, in a world where you're you're never sure 477 00:34:50.260 --> 00:34:53.489 someone's actually going to be, I don't know, have the the right incentive, 478 00:34:54.010 --> 00:34:57.769 you know, in our heart or whatever, he truly always wants to 479 00:34:57.849 --> 00:35:01.010 have. It has an impact on the world and and I'm really appreciated of 480 00:35:01.409 --> 00:35:05.889 someone that would open the door like that to allow me to grow as a 481 00:35:05.929 --> 00:35:09.920 as a professional and as a business so and then on a business side, 482 00:35:10.920 --> 00:35:15.360 was not more strategically about this, but I'm going to share just a recent 483 00:35:15.360 --> 00:35:21.199 customer experience I had that was so good. So there's a small business that 484 00:35:21.239 --> 00:35:24.869 has the most amazing think chicken sandwiches and down the street from me and I 485 00:35:25.269 --> 00:35:31.030 had a horrible customer experience with postmates where I was starving and getting very, 486 00:35:31.070 --> 00:35:36.219 very angry and they had not picked up my chicken sandwich and we're supposed to 487 00:35:36.260 --> 00:35:39.260 deliver it to me. I called this this restaurant, Bertie's, being like 488 00:35:39.420 --> 00:35:43.420 hey, you know what's what's going on, and they're like I don't. 489 00:35:43.539 --> 00:35:45.420 They saw him, picked it up. They call me back. The restaurant 490 00:35:45.460 --> 00:35:49.460 called me back to say hey, postmates picked up your sandwich and is on 491 00:35:49.539 --> 00:35:54.210 the way and and I'm like you're so amazing. And then the postmates guy 492 00:35:54.489 --> 00:35:59.849 never delivers it and like it's last whatever. I can't contact them. So 493 00:36:00.010 --> 00:36:02.650 I'm furious, you know. I mean I'm like really hungry and furious. 494 00:36:02.929 --> 00:36:07.639 So I called Bertie's and and they're like, if you want to come right 495 00:36:07.679 --> 00:36:09.840 now, will rush your order and and you can just pick it up for 496 00:36:09.960 --> 00:36:14.159 free. And so, anyway, they were just over the top, like 497 00:36:14.440 --> 00:36:16.559 all about I want to take care of you as a customer. It was 498 00:36:16.679 --> 00:36:21.550 a small, stupid chicken sandwich, you know, like no one, I 499 00:36:21.750 --> 00:36:24.030 you wouldn't expect anyone to even care about that. But I have just been 500 00:36:24.070 --> 00:36:29.030 raving about them nonstop and I think it was a great example of going over 501 00:36:29.110 --> 00:36:32.219 and beyond cut in the customer experience and what someone like me, you know, 502 00:36:32.340 --> 00:36:37.139 I'm going to be their greatest marketer. I love it. You and 503 00:36:37.179 --> 00:36:38.940 you raise I mean this is a whole separate conversation that will maybe do in 504 00:36:38.940 --> 00:36:44.699 the future, but you raised to see this this deal where you have other 505 00:36:44.860 --> 00:36:49.329 partners in your business ecosystem, but you were responsible for the experience and so 506 00:36:49.809 --> 00:36:52.809 you know, whether it's your own direct employees or whether it's this kind of 507 00:36:52.969 --> 00:36:57.170 third party intermediary between you and your customers, in this case postmates, you 508 00:36:57.329 --> 00:37:00.210 can't just blame it on this other company and say, man, you know, 509 00:37:00.329 --> 00:37:02.119 you really need to hit those people up. is so the fact that 510 00:37:02.199 --> 00:37:06.559 they took ownership and just really that's the right thing to do. And so 511 00:37:06.760 --> 00:37:08.559 all of us sen thing really for us when our platform goes down, because 512 00:37:08.559 --> 00:37:12.920 for an Amazon web services and this part of the country is out and part 513 00:37:12.960 --> 00:37:15.030 of our APP is on that server, like we have to eat that. 514 00:37:15.309 --> 00:37:20.110 Like. You are responsible for the whole experience, even if you're using other 515 00:37:20.230 --> 00:37:23.389 companies to bring it to life. Christian, this has been Super Fun for 516 00:37:23.550 --> 00:37:27.429 folks who want to learn more about you, they want to learn more about 517 00:37:27.429 --> 00:37:31.300 cultural outreach or anywhere else you'd like to send people to bring this episode a 518 00:37:31.380 --> 00:37:35.460 little bit more to life for them. Where would you send people? I 519 00:37:35.500 --> 00:37:38.539 would send people to connect with me on Linkedin, Christen mess early, and 520 00:37:39.380 --> 00:37:45.050 cultural outreachcom is our website, so definitely check us out there. And Yeah, 521 00:37:45.050 --> 00:37:47.329 I would love to be in touch with anyone that would likes chat. 522 00:37:47.730 --> 00:37:52.289 Thank you awesome on this interview. This is so much fun. Good I 523 00:37:52.489 --> 00:37:55.730 really really appreciate your time so much and if, if anyone listening wants those 524 00:37:55.889 --> 00:38:00.480 links and other things, I always write up these episodes at bombombcom slash podcast 525 00:38:00.880 --> 00:38:04.639 and I include video clips as well. So if you've been listening to these 526 00:38:04.719 --> 00:38:07.119 but not seeing the guests, they're all there in the blog. Thanks so 527 00:38:07.199 --> 00:38:09.960 much for listening and thank you again to you, Kristin. Thank you, 528 00:38:10.239 --> 00:38:15.269 then, I hope you enjoyed kristen story there at the end. Of course 529 00:38:15.349 --> 00:38:19.630 it was fun to listen to, but it's also very in formative. So 530 00:38:19.789 --> 00:38:23.429 many of us rely on a network of partners to deliver our product or service, 531 00:38:23.949 --> 00:38:29.860 but our customers have a relationship with us. Their experience is with us 532 00:38:30.139 --> 00:38:35.219 and we need to own that entire experience. At bombomb we make it easy 533 00:38:35.300 --> 00:38:38.860 to record and send video messages in place of some of your otherwise faceless digital 534 00:38:38.900 --> 00:38:44.369 communication, and something like an aw s outage, for example, can impact 535 00:38:44.409 --> 00:38:47.889 our customers. But we don't blame Amazon. We own the situation, we 536 00:38:49.170 --> 00:38:52.889 own the relationship and we only experience. If you have any thoughts or curiosity 537 00:38:52.929 --> 00:38:58.159 about using simple personal videos in place of some of your plane typed out text, 538 00:38:58.679 --> 00:39:01.519 you might be interested in the book. Rehumanize your business, how personal 539 00:39:01.559 --> 00:39:07.199 videos accelerate sales and improve customer experience. My name is Ethan Butte, I'm 540 00:39:07.239 --> 00:39:10.590 one of its coauthors and I thank you so much for listening to the B 541 00:39:10.750 --> 00:39:19.389 tob growth show. I hate it when podcasts incessantly ask their listeners for reviews, 542 00:39:19.630 --> 00:39:22.110 but I get why they do it, because reviews are enormously helpful when 543 00:39:22.110 --> 00:39:25.139 you're trying to grow a podcast audience. So here's what we decided to do. 544 00:39:25.579 --> 00:39:29.659 If you leave a review for be to be growth and apple podcasts and 545 00:39:29.900 --> 00:39:34.539 email me a screenshot of the review to James At sweetfish Mediacom, I'll send 546 00:39:34.539 --> 00:39:37.940 you a signed copy of my new book. Content based networking. How to 547 00:39:37.019 --> 00:39:40.130 instantly connect with anyone you want to know. We get a review, you 548 00:39:40.610 --> 00:39:43.250 get a free book. We both win