September 2, 2021

Customer Experience, The Virtual CMO Podcast
The Virtual CMO Podcast

The Virtual CMO Podcast

Season 6, Episode 7

Hosted By: Eric Dickmann
With Guest: Jason Bradshaw

Our Featured Guest

Jason Bradshaw

Best-Selling Author - It's All About CEX

In episode 88, host Eric Dickmann interviews Jason Bradshaw. Jason is an entrepreneur, global guru on customer service, award-winning executive, keynote speaker, CMO, and Best-Selling Author of "It’s All About CEX." He created his first business at 14, selling telecommunications and computer equipment in the Australian regional city of Toowoomba. Jason tested and implemented strategies for improving the experience in a variety of sectors, including telecommunications, retail, media, finance, automotive, health, and not-for-profit.

A cornerstone of Jason’s career has been an unwavering commitment to improving the lives of customers and employees. During his time in the telecommunications industry, he implemented ideas for improving customer experience in a number of verticals by over 100% in retail and media. His initiatives to improve efficiencies by focusing on the customer and employee experience saved tens of millions of dollars in a matter of months and improved employee retention by double digits year over year. Additionally, he has led transformational programs resulting in tens of millions in revenue improvement.

Jason Bradshaw’s "It's All About CEX" breaks experience down into its core components - success, ease, and connection - and shows you how to get the most mileage out of each one. This book reveals how to generate positive experiences for your customers and employees, win their loyalty, and maximize your profits in the process.

What's Hot?

"The Essential Guide to Customer & Employee Experience"

It's All About CEX written by Jason Bradshaw breaks experience down into its core components - success, ease, and connection. The book shows you how to get the most mileage out of each element. This book reveals how to generate positive experiences for your customers and employees, win their loyalty, and maximize your profits in the process. 

It's All About CEX by Jason Bradshaw

Jason Bradshaw

And it's a cycle. We as marketers need to create value first, make it really easy for customers to get that value and have success, and we will succeed and grow our businesses by doing so."

What We Discussed with Jason

On this episode, host Eric Dickmann interviews Jason Bradshaw about implementing a CEX- customer and employee experience strategy. Here are some highlights of our conversation:

  • [00:01:25] What is a customer strategy?- According to Jason, research shows that 30% of consumers will change whom they do business with based on just one bad experience. Enhancing customer experience may be in the top 3 priorities of CEOs and businesses, yet many fail to invest in the aspect tangibly. If you don't change the culture, embed the rights processes, and make decisions around the promises you make to your customers intentionally, then it often fails. A promise that's empty and leads to mistakes and dissatisfaction. It's also important to note that over 80% of customers will recommend you if they've had a great experience.
  • [00:03:37] Engaging your customers in surveys- There are many opportunities to create an enhanced customer experience that just get missed. Jason says that though surveys are an excellent way to collect real-time customer feedback, many companies are so busy collecting data that they fail to act on customer pain points. If you nail a culture that is focused on improving, then your business will grow. 
  • [00:06:59] Making it easy for your customers to buy- Jason believes that many businesses are primarily focused on generating leads and closing a sale that they overlook the chance to build strong relationships with their customers. When you're coming from a customer-centric point of view, you're thinking about a lifetime interaction, not just a one-time transaction. Before you try selling your products or services, give people the value they need as they go further through their buyer's journey. Remember that an informed consumer is a consumer that can make a decision!
  • [00:13:04] Everyone should be participating in the selling process- Jason Bradshaw believes that everyone should be selling. Everyone in the organization should be selling through the experiences that they deliver. Some startups and mid-sized businesses forget that their goal is to provide a fantastic experience to their target market. People want to trust and enjoy the buying experience.
  • [00:15:02] Delivering your promise to customers consistently- It's crucial to make promises that you can live up to. Creating a human emotional connection with people is absolutely paramount to building long-term success with customers. Businesses don't have to compete with bigger competitors. They just need to nail delivering on their promise consistently. Bradshaw emphasizes that small and medium-sized enterprises have the greatest potential to deliver on their promises because they have fewer people to get focused and run in the same direction.
  • [00:18:35] Compete on quality of service, not on price alone- Price shouldn't be the sole reason for your product or service's competitiveness. Many small and mid-sized companies don't feel the need to invest in customer experience. Every small or medium business should have that same passion in serving clients and compete on something that matters, the experience, how they enrich people's lives, and just on price. Because if we are all competing is on price alone, as soon as your local competitor drops their price, you've got only two choices- to sell less or drop the prices to stay competitive.
  • [00:22:28] How do companies get people to talk about their product?- The top brands in the world right now may not have the cheapest prices, but they offer the best and most memorable user experiences. Jason says that businesses need to be genuine when asking for reviews from customers. Do not bombard them with a barrage of questions, but instead allow them time to immerse themselves in your product or service. After a few days or months, try to open up a conversation and ask how their experience has been with your product or service. This can give you more genuine reviews compared to cash-incentivized comments. As Jason put it- You need your consumers to use your product because the use is part of the marketing and then lead that into advocacy in some way.
  • [00:25:55] How Tesla gives value to their customers even after purchase- As we have continuously reiterated in this podcast, the buyer's journey does not end after a single transaction with the client. Companies should add value to people by dealing with their concerns. You won't hear a BMW owner sharing that they have free car software upgrades, but you will hear about Tesla giving out free upgrades to their customers. According to Bradshaw, this strategy of Tesla is a great way to create a strong relationship because the more Teslas on the road, the more people will want a Tesla. People are trained to follow the majority- it's as simple as that.
  • [00:32:06] It's All About CEX- Jason talks about the inspiration behind writing his book- It's All About CEX. The book is a must-read for CEOs, team managers, or even first-time business owners who want to understand how to better interact with their customers and employees. This book is jam-packed with practical examples from Jason's lifetime experience in satisfying customers. Jason adds that companies don't need to be 10 or 20% better than their competitors. The key is to be consistently 1% better than others.

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Eric Dickmann

About the author

Eric Dickmann is the Founder / CMO of The Five Echelon Group, host of the weekly podcast "The Virtual CMO" and YouTube series "Work-Life" and a fractional CMO for a variety of small and midsize companies. An executive leader with over 30 years of experience in marketing, product development, and digital transformation, he has worked with large, global companies and small startups to develop and execute marketing strategies to bring innovative products to the market.