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the Ah ha moment. It's not quite the
eureka moment, but it's still very,
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very powerful for each of us.
Thesmokinggun is when a concept clicks.
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It's when something that you thought or
expected is actually confirmed. But
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it's not just cognitive. It's often
something you feel. It's that feeling
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of being overcome with clarity or
insight or understanding. It's a moment
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of realization. The Ah ha moment is
when you feel now I get it, and very
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often it's the start of something good.
My name is Ethan Butte, host of the
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customer experience podcast, host of
the Sea, X Siris on B two, B Growth and
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chief evangelist at Bom Bom. And in
this short episode, I'm going to share
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a few thoughts about discovering and
supporting the ah ha moment in your
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business as well as the Ah ha moment in
hours that moment that people truly
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understand that simple, casual,
conversational video messages in place
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of some of their typed out text is
truly a different and better way to
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connect and communicate with people. So
when we seek to improve our customer
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experience, one of the easiest things
weaken Dio. If we don't have a C ex
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leader by title or position. If we
don't have a C X team, one of the
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things we can do, no matter our seat
within our organization, is identify
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key moments along the customer journey
and thinking of ways and implementing
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processes that helped create memories
or make impressions in those moments,
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things that our customers can feel,
remember and even act on. We just
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talked about this process on Episode
106 of the customer Experience podcast
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with magician Jeff Caylor. He's
dedicated his life to creating these
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little moments personally and
professionally, for all kinds of people
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that he interacts with. And some of
these moments can be ah ha moments.
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People need to understand that they
have a problem or that they have an
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opportunity they need to understand.
Perhaps your solution, the way you
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approach it. They need to understand
your point of true differentiation.
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There's so many moments at which we
want to create a memory or an
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impression for our customers. Talk to
your successful customers. When did it
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really click for them that they had a
problem or an opportunity? Or when did
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it click that you are the right team or
right company or right product or right
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service or right person toe work with
related to that problem or opportunity.
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When you're clear about some of the ah
ha moments related to your business,
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you're in a better position to
reinforce those. And when your
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customers experience them, it enhances
their understanding and their
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commitment. So for me and the team at
Bom Bom, we're working to help people
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use casual, conversational, unscripted
videos as they connect and communicate
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through email, text messages, slack
messages and social messages. All these
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places where we're typically relying on
plain black text on a plain white
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screen, intellectual thoughts pecked
into a keyboard and sent to other
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people, hoping that there's no
misunderstanding, that there's no
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miscommunication. And then they get the
tone and intent of our message. Of
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course, video does that in a better way.
We should all be using video messages
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in place of some of our typed out text
for clearer communication for human
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connection and for higher conversion.
All those micro yeses and macro yes, is
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that we need to support each other. Our
team members are partners and suppliers
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and vendors. Of course, our customers
and even people in our personal lives
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Adopting video like adopting any new
workflow process. Tool technology is a
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change. It can be challenging to get
started with video. Of course, one of
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the common hurdles is that people
aren't comfortable. They don't like the
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way they look or sound. They're not
used to relinquishing control over
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their digital communication and just
being who they are. It can feel like a
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very vulnerable position to be in, and
people are uncomfortable with
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vulnerability. So there's a lot I could
teach here, including some of the best
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practices to get started. Cem Easy, Low
threat ways toe work through this
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discomfort, but what I want to speak to
specifically is the Ah ha moment, and
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I'll characterize two versions off a
personal video ah ha moment and then
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provide a very specific and interesting
insight that's related. Thio the
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employee experience. I have personal
relationships with hundreds of our
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customers, especially longtime
customers, and I've had conversations
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of all kinds from casual too formal and
these were the two main origin stories
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or ah ha moments of some of our best
and longest customers. The first one is
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receiving a truly personal video when
someone greets them by name in the
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little animated preview that we
automatically created, someone clicks
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play on that and they're greeted by
name. The person is specifically
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addressing their needs or interests. If
you haven't received one of these, it's
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a very novel feeling because we're so
accustomed, of course, toe watching
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video in a variety of formats. But so
infrequently, is it just for us as an
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individual human being? If you're a
relationship oriented business
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professional and you receive one of
these for the first time, you get that
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instant feeling and you immediately
want to make someone else feel the same
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way. It all becomes clear that video is
in fact, a different, more personal,
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more human way to reach out to people
so receiving one, feeling it and
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wanting to create that for someone else.
Theme, other type of ah ha moment or
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origin story is when you record and
send your first few videos and you get
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that first reply back, something like
best email ever or it was so great to
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see you or oh my gosh, thank you for
taking the time to send me that video
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by the way. You're often saving time by
talking instead of typing. But this is
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that closed loop. You haven't
necessarily experienced a personal
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video yourself. You've sent one. But
your recipient is replying back to you
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with confirmation that this is in fact,
a different and better way to reach out
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to people. So our team at Bom Bom has
sent nearly half a million personal 1
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to 1 videos over the years. The exact
number is something like 485,000, just
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shy of a half million. That is a lot of
videos, and we're not that big a team.
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We just use it very, very consistently.
So something I did recently was I
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reached out to team members of mine who
have sent 1000 or more videos or for
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newer employees, people who are
averaging three videos per day since
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their accounts been opened. And I asked
a variety of questions, and one of them
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was about their personal ah ha moment.
Of course, I received all kinds of
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responses here, and they generally fit
these two characterizations when I
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received one and I felt it and I wanted
to make someone feel the same way or I
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sent one, and I got a reply back that
immediately let me know that this was
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different and better. But one version
of the ah ha moment that I heard from
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several of our team members that I
especially appreciated involved a
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member of our talent management team,
an awesome guy named Matt Sow in. He's
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involved in our recruiting and hiring
processes, and he uses video all the
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time in reaching out to candidates. So
several of her team members
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specifically mentioned him by name and
talked about the hiring process itself.
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They had done some research on the
company. They cognitively understood
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what we were doing and why. But they
hadn't felt the difference. So in
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reaching out in those early stages,
when Matt is reaching out to people,
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he's doing it so often with video. So
of the 27 or 28 responses I've received
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so far, five or six people specifically
mentioned the hiring process, since
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several of them mentioned Matt by name
as the moment that it all came together.
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This is different. This is better. This
feels different. This is more personal.
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This is more human. I feel seen and
heard and understood and valued. It
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reminded me a lot of Episode 80 on the
customer experience podcast with Gil
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Cohen. He's the founder of employees,
experienced Design, and he specifically
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had this amazing passage about creating
raving fans from your potential hires,
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even when they don't get the job. Now.
He wasn't talking about video, but he
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was talking about being more human,
centered in the recruiting and hiring
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process, so that even when you have to
tell someone know they feel valued and
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appreciated. Certainly, video can help
there. So a quick recap if you don't
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know the ah ha moments related to your
business and the problem that you solve,
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reach out to some of your best
customers and start to understand and
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then start thinking about ways that you
can enhance and support it. Obviously,
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for us, we send a lot of personal
videos to our prospects and our
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customers so that they can receive it
and feel the difference and want to
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create it for other people. We work to
get people to send their first 3 to 5
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videos, knowing full well that they
will get at least one reply that lets
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them know that It's a different and
better way toe work. The episodes I've
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already mentioned here again Episode
106 of the customer experience Podcast
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with magician Jeff Caylor about
creating Magic Moments, an Episode 80
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with Gil Cohen, founder of Employee
Experience Design. He's got some great
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tips on how to enhance employee
experience. An employee engagement. Of
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course, that is a necessary precursor
to a great customer experience. If
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you're interested Maura about video,
I've got a few more episodes you might
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want to check out. Episode 89 The four
stages of Video Adoption Episode 77.
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The Science of Video and the new Metric
that Matters Most. An episode 52 3
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Moments Where video belongs in your
customer Journey 89 77 52. If you want
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to check out all those episodes and
more, search the customer experience
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podcast in your preferred player and
while you're there, give a click to
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rate the show. If you're also motivated
to leave a review, that's awesome. But
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a single click. It's so helpful to the
show. And if you want to browse thes
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episodes, check out video clips and a
whole lot more visit bomb bomb dot com
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slash podcast b o m b b o m b dot com
slash podcast Again. My name is Ethan
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Butte. I appreciate you listening to
the customer experience podcast and the
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C X Siris on B two b growth. I do
welcome your direct feedback. Email me
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Ethan E T H a n at bom bom dot com or
hit me up on LinkedIn. Be sure to
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include a note with your connection
request. Just search Ethan Butte E T H
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A N B E U T in LinkedIn Thanks again
for listening.
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Are you on Lincoln? That's a stupid
question. Of course you're on LinkedIn
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here. Sweet fish. We've gone all in on
the platform. Multiple people from our
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team are creating content there.
Sometimes it's a funny gift for me.
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Other times it's a micro video or a
slide deck, and sometimes it's just a
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regular old status update that shares
their unique point of view on B two B
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marketing leadership or their job
function were posting this content
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through their personal profile, not our
company page, and it would warm my
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heart and soul if you connected with
each of our evangelists, will be adding
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Mawr down the road. But for now, you
should connect with Bill Reed, R C 00
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Kelsey Montgomery, our creative
director. Dan Sanchez, our director of
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audience growth. Logan Lyles, our
director of partnerships. And me, James
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Carberry. We're having a whole lot of
fun on linked in pretty much every
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single day on. We'd love for you to be
a part of it.