The Trusted Guide Podcast with Mark Slatin

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#57: The Four Factors of Trust: How Organizations Can Earn Lifelong Loyalty with author Ashley Reichheld Nov 02, 2023

Show notes

Did you know that trusted companies outperform their peers by up to 400%? That customers who trust a brand are 88% more likely to buy again? And that 79% of employees who trust their employer who trust their employer are more motivated to work(and less likely to leave)? The importance of trust is at an all-time high - just as our inclination to trust is at an all time low, Join me and my special guest, Deloitte Digital Principle and co-author of the new book, The Four Factors of Trust for this episode of the Delighted Customers Podcast. We discuss the link between trust and customer loyalty including:

How her scientific research unveiled four trust factors
Why despite being universally recognized by employees as important, it's still a gap in most companies
The tool that she and the co-author created, Trust ID and how it helps benchmark the 4 factors
Interventions needed for low trust scores

PS - Yes there is a family relationship to the other Reichheld in the CX world : ) Meet Ashley Ashley is deeply passionate about making the experiences people have with companies feel more human and has spent nearly 20 years helping her clients reimagine brands and experiences. Ashley believes that building trust is the single greatest opportunity to create a competitive advantage. So she created the TrustID™ –a groundbreaking measurement tool poised to become the gold standard for evaluating organizational performance—to help companies measure, predict, and build trust with their customers, workforce, and partners. Ashley is the Wall Street Journal Best-Seller author of The Four Factors of Trust. After graduating from Wellesley College, Ashley has lived, worked or visited nearly every continent and over forty countries, building a strong sense of global citizenship. Ashley's work and ideas have been featured in many publications and conferences, such as HBR, Bloomberg TV, SMR, The Wall Street Journal, AdWeek, Dreamforce, CES, and Fortune's Most Powerful Women, amongst others.

Contact: areichheld@deloitte.com

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#56: A Candid Discussion About the CX Profession with Ian Golding, CCXP Oct 25, 2023

Show notes

Ian Golding ought to know a thing or two about the CX profession. He was a founding member of the Customer Experience Professionals Association (CXPA) and the very first Certified Customer Experience Professional (CCXP). He's the author of Customer What?, Keynote Speaker, and writer. He's written over 600 articles on CX and hosts International Customer Experience Awards all over the world. This episode is different because we didn't have any set agenda of what to talk about. We just explored some hard realities about the CX profession head on. I provides some deep insights about what CX leaders need to know and why they need to know it including:

Problem: The 1st Step - Admit you have a problem
Direction: Customer-led vs Product-led organization
Trust: It's role in the corporate world
Empathy: Why it's lacking in the CX profession
Skeptics: Dealing with them in the "acknowledge phase"
Facts: The importance of not basing CX on opinions
Responsibilities: What CX leaders are 100% accountable for

And so much more! Contact info: https://www.linkedin.com/in/iangolding/

Meet Ian Ian Golding is a Certified Customer Experience Professional and Customer Experience Specialist. A certified Lean Six Sigma Master Black Belt, Ian has spent over twenty years in business improvement, working hard to ensure that the businesses he works for are as customer focused as possible. Ian spent 17 years working in a variety of corporate organisations, including The Royal Bank of Scotland, GE Commercial Finance, GE Reinsurance and Brake Brothers Foodservice. In his last permanent role as Head of Group Customer Experience, Ian developed and deployed the Customer Experience strategy for one of Europe's largest online retailers – Shop Direct. In 2012, he became an independent consultant, delivering projects in over 50 countries worldwide in the automotive, financial services, logistics and utilities industries. Ian has continued to work with a plethora of businesses across several sectors, including the pharmaceutical, banking, professional services, retail, manufacturing, education and technology industries. Ian has published more than 600 articles on the subject and delivered keynote speeches globally. Ian also served on the inaugural board of Directors of the Customer Experience Professionals Association (CXPA), of which he was a founder member. Ian was also the first person in the world to be authorised by the CXPA to teach the Certified Customer Experience Professional (CCXP) accreditation. He is also the Course Director, Customer Experience for the Chartered Institute of Marketing. Ian hosts Customer Experience Award ceremonies around the world, including the UK, European, US, Turkey and International Customer Experience Awards. Ian's first book was published in April 2018 – 'Customer What?' The honest and practical guide to Customer Experience' – is already being well received by professionals around the world. In 2021, Ian was awarded the title of the number 1 influencer in Customer Experience in the UK by Customer Experience Magazine. Examples of companies Ian has worked with are:

Pfizer
AbbVie
Alexion (Astra Zeneca)
Boehringer Ingleheim
Volvo
Nedbank
KCB Bank
Erste Bank
Budapest Bank
Old Mutual Group
Tata Steel
Toyota
General Electric
Tetra Pak
Weleda
Cisco
Thom

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#55: Elevating CX Leadership with the MSU MS CXM Degree with Dr. Tom DeWitt Oct 17, 2023

Show notes

I am thrilled to have had the opportunity to interview Tom DeWitt, the creator of the groundbreaking MSU CXM Masters of Science program, on my podcast. This program is the first of its kind, offering a comprehensive and in-depth curriculum for professionals in the field of customer experience management. Key Takeaways from the interview:

1️⃣ Bridging the skills gap: The MSU CXM Masters program was created to address the fragmented nature of the industry and provide professionals with the broad skill set necessary to effectively manage the customer experience. With 15 courses and 15 different faculty members, including industry practitioners and specialists, this program offers a comprehensive learning experience.

2️⃣ Team-Based Learning: Unlike traditional lecture-based teaching, the MSU program emphasizes interactive and engaging team-based learning. Students work on real-world case studies, collaborate with classmates, and learn from each other's expertise. The strong bonds formed among students create a supportive and enriching learning environment.

3️⃣ Access to industry leaders: With a faculty comprised of experienced practitioners, including VPs of CX, students in the MSU CXM Masters program have unparalleled access to professionals who have been there and done that. Learning from their insights and experiences adds immense value to the program.

If you have a passion for customer experience and are looking to enhance your skills, I highly recommend considering the MSU CXM Masters program. It's a game-changer in the industry, providing the knowledge and credentials needed to thrive in the field of customer experience management. For more information about the program, interested applicants and companies should visit https://broad.msu.edu/marketing/cxm/.

Here's some interesting research that supported the creation and launch of the new degreed program at MSU:

According to a survey conducted in the summer of 2020 with 160 decision makers that were provided with a description of the proposed MSU MS-CXM degree program, 87% indicated that it is important to hire employees that are experts in the field of customer experience management (CXM); 80% said they would be likely to give a raise to current employees who have obtained the degree; and 78% of US companies and 89% of international companies would be likely to hire students graduating from the program.

Similarly, a survey of 338 professionals working in CX conducted at the same time found that 87% of respondents indicated that CXM is critical to success; 85% were interested in a master's degree in CXM; 63% would be likely to apply if the MSU MS-CXM degree were offered; and 44% of respondents that are extremely likely to pursue a master's degree in the next 5 years would be extremely likely to apply to this MS-CXM degree.

Meet Tom DeWitt, Ph.D

Tom DeWitt, Ph.D. is the Director of CXM@MSU, an entity dedicated to the advancement of customer experience management (CXM), and a fixed-term faculty member in the Department of Marketing of the Broad College of Business at Michigan State University. As the Director of CXM@MSU, Dr. DeWitt has created North America's first academic program in customer experience management (Masters of Science in Customer Experience Management - MS-CXM) and hosts industry conferences twice each year for organizations to share best practices in CXM.

For more than a decade Dr. DeWitt has also provided customer experience management

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#54: Preventing Defection: Innovative CX Strategies for Gathering Feedback and Taking Action with Matt Selbie Oct 12, 2023

Show notes

In order to design customer experiences that earn their trust and loyalty, companies must have a listening strategy. While a wide range of philosophies around customer listening, my guest has a theory that he's built a business on. What are some potential consequences for businesses if they fail to address current customer issues effectively? Matt Selbie believes that the gap business leaders are missing, that's costing them customer defection, is responding real time and closing the feedback gap immediately. He identifies the downturn in customer experience levels across industries and has a solution that can help and help now...and all customers need is their mobile phone. In this episode: - Hostile business environment and its impact on CX - Importance of quick feedback in CX strategy - High defection rates due to failure to address current issues - Customers ability to provide real time feedback at any point in their journey - Opiniator technology for real-time feedback using mobile phones Meet Matt Matt Selbie is the President and Founder of Oberon3 Here's a summary of his background:

20 years of international experience in the energy, retail, and software businesses.
Successful strategic marketer with proven ability to grow revenues and brand equity. Managed internationally and domestically (US and Europe), services and product marketing, B2C and B2B, start up and mature businesses.
Strong functional competencies, including market segmentation, brand positioning, customer feedback, consumer insights, product innovation, advertising development, media planning, financial analysis, P+L management, promotion effectiveness, go-to-market execution, and customer marketing.
Managed a startup from inception, secured funding and brought to market.
Was Managing Director for ConocoPhillips in Malaysia, developing our JV relationship and managing all Government affairs.
Extensive operational experience in Europe, Latin America, Asia Pacific, and USA, together with staff experience directing strategic brand development at a global level.

Website: https://opiniator.com/about-us-opiniator/ LinkedIn: https://www.linkedin.com/in/matthewselbie/

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#53: The Virtues and Values of Trust in Business, Part 2 of 2 with author Andrea Howe Oct 05, 2023

Show notes

The Virtues and Values of Trust in Business, Part 2 of 2 with author Andrea Howe

In Part 1, Andrea introduced the Trust Equation and how we, as leaders, can apply it to become more trustworthy.

In this episode we delve in to some real world examples to consider how the values (applied individually) and virtues (applied institutionally) to earn trust and deepen loyalty.

In addition, this episode includes:

- The story of a SaaS company breaks trust and how to avoid the same pitfalls

- How building trust is highly paradoxical

- What to do when you get ghosted (and still be trustworthy)

- Trust "Values" and "Virtues" and how leaders can align to build a trustworthy organization

So many great gems in here you won't want miss!

If you haven't already listened to Part 1 with Andrea, I highly recommend you do!

Meet Andrea
A recovering information technology consultant with nearly 30 years of experience, Andrea P. Howe previously worked for the $1B IT consulting firm American Management Systems (AMS), where her roles included client project manager, client relationship manager, and later, Director of Leadership Development.

Andrea is the co-author, with Charles H. Green, of The Trusted Advisor Fieldbook: A Comprehensive Toolkit for Leading with Trust. She is the founder of The Get Real Project which has one simple mission: to kick conventional business wisdom to the curb and transform how people work together as a result.

Andrea's focus for the past 15+ years has been teaching people in consultative roles how to get better results by getting relationships right. She has designed and led learning programs for companies like Accenture, BNY Mellon, CGI, Deloitte and PwC, among many others. She has spoken to executives, leaders, and teams throughout the U.S. and Canada, as well as in Mexico, Brazil, Europe, Russia, and the Asia Pacific region—both in-person and virtually.

Described by audiences as pragmatic and engaging, Andrea provides a toolkit to increase trustworthiness in any stakeholder relationship that is both practical and provocative. Andrea addresses topics such as how to:

- Develop business/sell with trust

- Promote customer intimacy and client loyalty

- Apply the dynamics of influence to achieve results

- Improve business relationships using all four variables of the trust equation

- Deal with conflict in a trust-building way.

When Andrea's not working, you can find her in her art studio (aka the basement) taking far too long to finish her latest mosaic project, or looking forward to a future opportunity for partner dancing somewhere near her current home town of Annapolis, Maryland, USA.

contact her: www.thegetrealproject.com

Timestamps

[00:02:03] Signed up for unused product, auto renewal, disputed charge.

[00:05:19] Missed opportunities, screw ups, transactional, low intimacy.

[00:08:27] Challenge self, beware of scarcity mindset, prioritize service.

[00:10:54] Trust challenges in business relationships and ghosting.

[00:14:46] Break the pattern, be daring, get noticed.

[00:20:45] Charlie's framework delves into building trust.

[00:24:18] Rich, instructive content for CX leaders. Opportunity to emphasize core values, personalize offers.

[00:27:34] Trust is personal; build human connections.

[00:30:09] Personal risks build trust and credibility.

[00:33:35] Trust instincts, don't ignore unconventional ideas.

[00:35:33] Don't miss out, subscribe to our pod

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#52: Decoding Trust: The Complex Meaning and Importance of Being Trustworthy, Part 1 of 2 with CEO, Co-author, Andrea Howe Sep 28, 2023

Show notes

"Focus on what you tend to neglect" Andrea Howe, CEO, Author, Guest on The Delighted Customers Podcast Trust is the centerpiece of influencing others, of making real change happen. There's no one better to learn from than Andrea Howe, who is not only a trust expert, but she's the co-author, The Trusted Advisor Fieldbook and the CEO of The Get Real Project. She's led learning programs and consulted with big companies like Accenture, Deloitte, and Price Waterhouse Coopers, as well as boutique firms. Andea shared some powerful insights on why trust is so critical to change and she offers some practical tips on how leaders can become more trustworthy on The Delighted Customers Podcast. In Part 1 of a 2 part series, this episode of the Delighted Customers Podcast includes: 👉 How leaders can lead with trust in today's remote/hybrid environment 👉 Explanation of the trust equation and its four variables 👉 Why empathetic listening builds deeper trust than active listening In Part 2 we'll talk about a real world case study of a SaaS CRM company that broke trust and how that works through the lens of the trust equation. We'll also talk about what happens when you get ghosted and how to respond from a trustworthy lens. Meet Andrea A recovering information technology consultant with nearly 30 years of experience, Andrea P. Howe previously worked for the $1B IT consulting firm American Management Systems (AMS), where her roles included client project manager, client relationship manager, and later, Director of Leadership Development.

- Develop business/sell with trust

- Promote customer intimacy and client loyalty

- Apply the dynamics of influence to achieve results

- Improve business relationships using all four variables of the trust equation

- Deal with conflict in a trust-building way.

contact her: www.thegetrealproject.com

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#51: Storytelling for CX Leaders: Revealing More Than Storytelling Secrets with 'Filling in the Blanks' Filmmaker, Jon Baime Sep 21, 2023

Show notes

Storytelling is a critical skill for any leader but most of us struggle with how to do influence others. This episode will be unlike any other for several reasons: 1. Filling in the Blanks filmmaker, Jon Baime shares his secrets of applying the art and science of storytelling with the CX leader in mind 2. The documentary Jon shares is both shocking and captivating and reveals a long held family secret of his. 3. It also reveals a long held family secret of mine - yes, I'm in the film. Jon breakdown how he crafted the story and how you can use practical tips to master your own storytelling to make change happen! Listen to the podcast. Watch the film on Amazon, Apple, Vudu and on demand on most cable networks. Meet Jon Jon's new documentary, Filling in the Blanks is currently ranked in the top 10 of Amazon and has been featured in numerous film festivals. Jon Baime is an Atlanta-based independent producer with a specialty in non-fiction projects.

Jon's work encompasses reality series and lifestyle programming on one end and science, environment, and socially conscious content on the other. Over the past 20 years, some of Jon's work as a producer has included the nationally syndicated travel TV series "Small Town Big Deal" and the motorsports series "Caffeine and Octane." He has also edited training videos for the Centers for Disease Control and a series of web videos called "Science Nation" for the National Science Foundation. Jon also produced segments for "This American Land," a PBS series covering environmental issues.

Prior to being independent, Jon worked for TBS's Environmental Policy unit, traveling the world, producing and editing the long-form documentary series "People Count" hosted by Jane Fonda focusing on climate change and population issues. He also served for two years as a producer on "Real News for Kids," a weekly children's news show produced by CNN and syndicated to television stations in over 200 markets. Jon started his career in television at CNN in 1987.

Jon originally hails from South Orange, N.J., and is a 1986 graduate of Ithaca College.

Filling in the Blanks is available on Amazon Prime, Apple Plus, Vudu, and more other cable and streaming outlets.

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#50: The Art and Science of Business Storytelling: Crafting Engaging Stories That Inspire Change with Author, Dennis Geelen Sep 14, 2023

Show notes

In many ways, the Customer Experience leader has the most difficult job in the organization. Typically serving with a thin staff, a constrained budget, and limited positional authority, they need to get things done through influencing others. But how? Numbers along aren't enough. There's one powerful tool that CX leaders can and should become masters in, that's storytelling. On this episode of the Delighted Customers Podcast, Dennis Geelen, author of The Zero In Formula and The Accidental Solopreneur, joins me to talk about why storytelling wins over stakeholders and he shares a framework on how to tell stories that inspire change. In this episode: - The unique challenges faced by CX leaders in gaining approval and support - How stories can help convey the urgency and consequences of neglecting customer experience - Using powerful illustrations such as "The Kodak Story" to make the business case for change -Avoid the mistake of assuming that data alone will be enough to make an impact on senior leaders Special Note: This episode sets the stage for the next episode which features a filmmaker who breaks down how he crafted his story, currently a Top 10 Amazon Prime documentary. Spoiler - yours truly is in the film sharing a secret of his own : ) Meet Dennis Dennis Geelen, is the Founder and Chief Difference Maker at his solo consulting company, Zero In, that he founded in 2018. Through Zero In, Dennis helps companies 'solve indifference' by implementing strategies to build a brand customers love and culture where people are passionate to work. Author of the best-selling book 'The Zero In Formula', Geelen has worked with companies in several industries, spoken at countless events, conferences, workshops, webinars, with dozens of guest appearances on international podcasts. And now? Dennis also helps other solopreneurs get started. With his latest book, 'The Accidental Solopreneur', providing a playbook for success and told through a riveting and relatable parable that is getting rave reviews from entrepreneurs around the globe. Catch is weekly newsletter, Happy Accidents, for a new story each week about some of the most famous people, products, or companies who found success through serendipity. Timeline Overview: [00:02:52] Solo consultant turned author and coach for solopreneurs.

[00:05:09] Fascinating background; inspired to write differently.

[00:10:25] Key elements of great stories: relatable characters, clear theme, humor, emotional connection, life lessons, conflict.

[00:12:35] Editor assists writer in crafting effective story.

[00:15:14] Show, don't tell: Use stories to engage.

[00:21:12] Analytical person likes numbers, struggles with storytelling.

[00:23:58] Use stories to relate and inspire action.

[00:26:11] Balancing CX and security to retain customers.

[00:30:58] Start team meetings with customer stories, positive and negative.

[00:33:58] Self-publishing saves money and boosts credibility.

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#49: The Secret to Building Trust with Customers, Part 3 of 3 Sep 07, 2023

Show notes

How do companies like Ritz-Carlton, Apple, and Starbucks earn the trust of their customers? Building upon the trust equation introduced in the Trusted Advisor book, we explore the four variables that contribute to trustworthiness: credibility, reliability, intimacy, and self-orientation. Through real-life examples, such as a heartwarming story about a lost stuffed animal at the Ritz Carlton Resort, we uncover the power of trust in creating loyal customers. In this episode:

Credibility: Showcasing professionalism, expertise, and trustworthiness through branding, communication, and online presence can instill confidence in your customers
Reliability: Consistency is key. Consistently delivering on promises and providing a valuable, predictable experience builds trust with customers.
Intimacy: Establishing psychological safety, discretion, and a personal connection with customers can be challenging on an organizational level, but it's not impossible
Self Orientation: Are you more focused on the sale than the relationship? Asking that question through the customer's lens could help identify areas to become more trustworthy

Don't miss out on these valuable insights. Tune in to the Delighted Customers Podcast episode on "The Secret to Building Trust with Customers" and start creating amazing customer experiences that lead to loyalty and advocacy. Timestamped Overview [00:01:44] Elmo stays at fancy hotel, sends book.

[00:06:25] Workers must pass rigorous training, be screened. Trust through credibility; website appearance, navigation, testimonials, certifications matter. Online presence instills buyer confidence. IRS experience eroded trust, opposite of Terminex example.

[00:09:23] Hotel creates special book for lost Elmo. In the hospitality industry, personal connections matter. A hotel went above and beyond when they understood a guest's attachment to a lost stuffed animal. Instead of just returning it, they involved the entire staff in creating a picture book to assure the guest that Elmo was safe and cared for. This kind of personal touch can make a big impact, whether it's in business meetings or online interactions. Tesla even automates settings for different drivers, and Starbucks' mobile app saves your orders to Siri. It's all about making things personal.

[00:12:16] Embedding trust in your organization is key.

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#48: The Trust Equation: The Secret to Trust Building, Part 2 of 3 Aug 31, 2023

Show notes

Trust is the currency of leadership.

The most effective leaders don't power their way through initiatives. They are masters at building trust as a way of influencing.

Businesses that cultivate trust with their customers and employees outperform their competitors.

We explore the Trust Equation, which originally appeared in The Trusted Advisor (now in it's 20th Anniversary Print Edition).

We're going to explore the four variables of trustworthiness:

Credibility
Reliability
Intimacy
Self Orientation

...and provide some practical tips on how you can become more trustworthy.

Join me for part 2 of a 3 part series called "Trust and Loyalty Depend on CX" on this episode of the Delighted Customers Podcast.

To Register for the 4 Keys to Leading Change as a CX Pro: https://www.empoweredcx.com/4keys Seats are limited so sign up today!

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