TLP016: Leadership and the Customer Experience

Co-hosts Jan Rutherford and Jim Vaselopulos interview Bruce Temkin, Customer Experience Transformist and Managing Partner of Temkin Group. Bruce is widely viewed as a customer experience visionary, helping large companies define and accelerate their customer experience journeys. He trains leaders the principles of purpose, brand value, employee engagement, and customer connectedness, helping them transform their organizations to provide a superior customer experience. Listen in to learn how to improve your organization with purposeful customer connections.   Key Takeaways [3:35] Customer emotion drives loyalty. We’ve named 2016 as the year of emotion. [5:26] While in a small group, emotional intelligence is important, and in a big organization, it is even more important to convey a sense of purpose. [9:35] How to use immersive exercises in experiential design by thinking of it through the eyes of the customer, such as a grandmother who has never purchased online. [13:31] How people make a majority of decisions based on their intuitive subconscious mind. [18:13] Managing customer needs in concentric action loops with immediate response, corrective action, continuous improvement, and strategic change. [22:12] Why the biggest cause of catastrophe is failure in the feedback loop. [27:12] Is the issue that you don’t have enough metrics on a system, or is it that you don’t understand what’s going on in the first place? [34:10] The customer experience you deliver is a reflection of your culture. Four elements define a customer-centric culture: Purposeful Leadership, Compelling Brand Values, Employee Engagement, and Customer Connectedness. [39:38] As a leader, the question is what do you have to do to align the direction and the perception of all the people who are following you?   Resources Mentioned on the Show   Bio Bruce Temkin holds a master’s degree from the MIT Sloan School of Management, where he concentrated in business strategy and operations. He also holds an undergraduate degree in mechanical engineering from Union College. As an executive officer and co-founder of two Internet start-ups, he led the development of the first purely Internet-based retail brokerage system and led operations in the US, China, Israel, and Japan. He also held management positions at General Electric, Fidelity Investments, and Stratus Computers. Prior to Temkin Group, Bruce spent 12 years with Forrester Research during which time he led the company’s financial services, e-business, and customer experience practices. He authored many of Forrester’s most popular research reports and was the most-read analyst for 13 consecutive quarters and created Forrester’s Customer Experience Index. He is the Chairman Emeritus and co-founder of the Customer Experience Professionals Association. Bruce’s research focuses on identifying current and emerging best practices. He has published seminal reports such as The ROI of Customer Experience, The Future of Customer Experience, and The Four Customer Experience Core Competencies. He uses this insight to advise companies on their customer experience journeys,  and identifying opportunities for sustainable breakthrough performance. Bruce is the author of the blog Customer Experience Matters®, one of the most popular blogs on customer experience. He regularly posts insights on topics such as customer experience, corporate culture, branding, and leadership.