Cracking the CX Formula with Jason Friedman
"A seamless onboarding process is like a first date—if you make a good impression, they’ll want to see you again." - Jason Friedman
The world of customer experience (CX) is a labyrinth of emotions, expectations, and engagements. As businesses grapple with the enigma of what truly captivates their clientele, I had the pleasure of unraveling this with Jason Friedman, a maestro of customer experiences.
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Understanding the Customer’s Plight Jason emphasizes the plight of the customer – they often face unnecessary hurdles that complicate what should be an effortless process. In an ideal world, their journey with a brand is akin to a well-rehearsed play, with every scene transition executed flawlessly. It’s about creating a seamless narrative that guides them from one act to another without friction or frustration.
The Importance of a Warm Welcome Consider the onboarding process, the equivalent of a first date in the customer-business relationship. Jason points out that the key here is not to overwhelm but to assuage and excite. Brands must cultivate this initial encounter with care, ensuring that customers feel valued and eager to continue their journey, rather than burdened with information or processes that dilute the joy of their first interaction.
Theatre’s Lessons on CX Drawing parallels from his theatrical background, Jason illustrates that every stage performance is meticulously scripted and rehearsed, anticipating the audience’s reactions with precision. This is the level of detail and care that he believes should translate into the customer experience space. By scripting the customer journey with the same dedication, businesses can replicate those genuine reactions of delight consistently.
Recognizing and Rewarding Customers While rewards are common in loyalty programs, recognition is the unsung hero that often gets overshadowed. Jason argues for a model that doesn’t just offer points or discounts but genuinely acknowledges the customer’s relationship with the brand. A simple “thank you” or a personalized note can resonate much deeper than a generic reward.
Empowering the Employees Jason stresses the importance of not just empowering but entrusting employees with the ‘why’ of their roles. When team members understand their purpose and the impact of their contributions, they are more likely to take initiative and deliver an experience that’s beyond the ordinary – an experience that turns customers into advocates.
Automation and the Human Touch In a world that’s increasingly driven by AI and automation, Jason maintains that the human element remains irreplaceable. While automation can streamline processes, it is the human connection that forges emotional bonds. Companies must be wary of over-automating to the point where customers feel like just another number in the queue.
Takeaways:
A Customer-Centric Playbook: Approach every customer interaction as a scene in a play – rehearsed, deliberate, and designed to elicit the right emotions.
The First Impression: Onboarding should be as delightful and exciting as a first date, not a deluge of procedures and paperwork.
Recognition Over Rewards: True loyalty comes from feeling recognized and appreciated, not just from collecting points.
Purpose-Driven Teams: Employees who understand the ‘why’ behind their roles are more invested and effective in delivering exceptional customer experiences.
Maintaining the Human in CX: Automation should enhance, not replace, the human elements that build genuine relationships with customers.
In our dialogue, Jason Friedman has not only shared his vision but also laid down a roadmap for businesses to create a CX that’s as captivating and fluid as a well-orchestrated performance. It’s about making every interaction a memorable scene, every customer a raving fan, and every employee a passionate actor in the grand play of business.
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