The Experience Strategy Podcast

Today we are talking to Roger Beasley about Customer Modes, the mindsets and behaviors that help people get jobs done. We look at what they are and how they work through the lens of the restaurant industry. Tune in to learn how modes thinking has the key to unlock experience strategy and journey work in powerful new ways. IN THIS EPISODE: [1:35] Introduction to Roger Beasley [3:37] What are modes, jobs, ques, and how do they work together? [8:39] How to connect the brand to the consumer. [12:13] Roger talks about how technology shifted the mode people are in and how the restaurant chains need to shift their focus. [17:50] We discuss the top modes found in restaurant customers and how they relate to the different channels. [21:50] How the rise of virtual brands came about (DoorDash, UberEats, etc.) [28:25] The need to customize your brand with the situation of why people will order. [31:46] The different requirements for different channels/modes, moving away from loyalty programs. KEY TAKEAWAYS: People no longer order from restaurants because they like that specific restaurant's food; they are ordering based on the mode they are in - productivity, relaxing, etc. With the creation and use of UberEats and DoorDash, the people ordering the food are not the restaurant's customers; they are the customers of third-party brands. So it's essential to create a new brand to draw customers back to your restaurant. As the number of delivery channels increase, companies need to focus on modes to excel with customer experience. Why is the customer ordering? How can you make it more convenient for them by meeting them in the mode they're in? LINKS MENTIONED: Roger Beasley's LinkedIn Roger Beasley's Twitter BIO: Roger Beasley has been a key contributor to the development of successful business, brand and marketing strategies for some of the most recognized companies in America. Throughout his 28-year career, he has served a broad range of B2C and B2B industries, developing strong, lasting relationships with the leadership of his clients by demonstrating a deep understanding of their business and an unwavering commitment to helping them achieve sustainable success. A versatile, inquisitive strategist and leader, some of Roger's most noted accomplishments include helping to develop the brand positioning for a regional consumer finance company that has grown into the nation's largest retail lending chain; leading the successful turnaround of a golf management brand that ultimately led to its multi-million dollar acquisition; helping identify the brand strategy for the successful turnaround of one of America's most popular 24-hour restaurant chains; and co-founding a thought leadership conference featuring some of the world's leading innovators focused on inspiring organizational change. Roger frequently speaks on the topic of brand building and strategy development. He is also an adjunct professor at Clemson University where he brings real-world perspective to the training of America's next generation of business and brand strategists.

How can you turn your customer into a superhero? In today's episode, we are joined by Thomas Kolster, the Author of The Hero Trap and Goodvertising and one of the most recognized thinkers globally, where marketing, business, and sustainability meet. This week's episode covers experiences, why they are more sustainable than things, and how to make them truly transformational. Tune in to learn more about why you should be putting your customers in charge and turning them into superheroes instead of your brand. IN THIS EPISODE: [01:48] Thomas's career background. [03:56] Why Thomas chooses sustainability to be part of a solution. [06:46] How open are the companies Thomas works with to change? [08:37] What is The Hero Trap? [15:55] What drives brands to stop authentically caring about their mission? [19:37] Why do people fall out of love with brands? [21:43] Aransas shares her experience of working for a transformative brand. [28:48] Customers should be treated like superheroes. KEY TAKEAWAYS: Experiences are more sustainable than things. Put your customer in charge of your brand and your business. Understand fundamentally the role you play in people's lives. Turn your customers into superheroes instead of your brand. Ask yourself how you can create transformative experiences for your customers. LINKS MENTIONED: Thomas's Books BIO: Thomas Kolster is a frontrunner and one of the most recognized thinkers globally where marketing, business, and sustainability meet. He continuously challenges the status quo with his vocal and often provocative views on values, purpose, and leadership. In an over-crowded do-good market, people don't buy your values or your "why" but rather who you can help them become. Thomas wrote two books: Goodvertising & The Hero Trap. He delivered keynotes and workshops in +70 markets for clients like Facebook, P&G, and IKEA and at conferences such as TEDx, and SXSW Judged top awards such as Jury President at D&AD and Jury at Cannes Lions. Thomas also delivered longer training programs with universities and the likes of Cannes Lions and D&AD.

Does your experience serve your current customer? How about your future customer? Do you know if your experience is time well spent for your customer? Or if they are truly engaged? Or if the outcomes you're delivering matter to them? In today's episode, we are joined by Sheila Akbar, the president & COO of Signet Education to explore what happens when companies make measurement a meaningful part of the experience. IN THIS EPISODE: [01:20] What is Signet Education and what do they do? [04:35] How does Sheila take a holistic approach with Signet Education? [07:38] The current challenges Signet Education is tackling right now. [13:34] Using repeated tooling as a Life Wheel to measure felt shifts. [17:30] What is the Time Well Spent Index and how is it used to measure customer satisfaction with an experience? [20:29] Implementing reflection metrics to encourage customers to reflect on how the experience has changed them and what it means to them. [30:19] Sheila's reflections on Signet Education experience metrics. [32:29] Consumers want data that shows how they're doing and how you're doing as a company. KEY TAKEAWAYS: Ask yourself what you are measuring and why. What is the goal of taking that measurement? Who is it serving? Question that at the beginning of any initiative. Companies don't see measurement as part of the experience. They see it as an after-effect, but it's often the last touchpoint we have with the product. Make it an essential part of what you do. Find out what your customers value. What matters to them and how they want to spend their time with you so that you're not spinning your wheels on stuff that isn't that important to them. And then use that information to optimize the experience. LINKS MENTIONED: Signet Education Website BIO: Sheila Akbar is Signet's President & COO and has been with the company since 2010. She loves both teaching and learning and finds nothing more rewarding than working closely with students to overcome the challenges they face. Drawing on her own academic and career experience, with its many twists and turns, she encourages students to find their own path through exploration and experimentation. After graduating from Harvard in 2002, Sheila worked in financial services before continuing her academic career, which culminated in two doctorates. She brings her significant business and academic experience to bear on her current role at Signet, which includes speaking to clients to craft tailored solutions for their needs, managing the administrative team, and providing educational thought leadership for the company. Sheila holds a bachelor's degree and master's degree from Harvard University and two doctorate degrees from Indiana University.

In today's episode, we are joined by Rilla Delorier. Rilla has over 30 years of experience as an executive leader within the financial services industry, serving as a trusted advisor to the CEOs of PNC, SunTrust, and Umpqua Bank. Tune in as we uncover how niche customer segments have completely upended the traditional way of thinking about banking, why it's important to go after unmet customer needs, and the power of FinTech's approach to agile innovation. IN THIS EPISODE: [02:08] Rilla's career background and companies she has worked with. [08:11] Importance of going after customers' unmet needs. [14:42] Rilla shares some exciting FinTech companies that focus on niche segments of customers. [18:34] How is FinTech going to reshape the banking and financial landscape? [22:15] Why are FinTech companies so successful with niche segments of customers? [30:38] The difficulty of managing near-term performance as an organization while transforming. [32:03] Combining omnichannel, digitalization, and human touch. [39:10] What we hope you will take from this episode and apply to your business. KEY TAKEAWAYS: It's easier to do great experience strategy in organizations that are focused on organic growth, vision, and understanding the customers unmet needs. Experience strategy can only thrive if it's supported from the top down. Organizations need to be clear on their purpose and the experience design team should constantly check in and ask, "are we designing to achieve that purpose?" Companies need to look at who the underserved populations are. Challenge the rationale for your targets early on and then find new ways to meet those customers needs. In doing so, this could create new opportunity spaces. LINKS MENTIONED: Rilla Delorier LinkedIn BIO: Rilla Delorier has over 30 years of experience as an executive leader within the financial services industry, serving as a trusted advisor to the CEOs of PNC, SunTrust, and Umpqua Bank. She ran a $2.7 Billion Retail Banking Business and has led enterprise functions, including technology, marketing, digital, innovation, analytics, and call centers. Rilla has her MBA from Harvard and started her career as a top-performing consultant at Bain & Company. She is best known as a leader that helps companies transform operating models, unlock customer growth, and streamline expenses while delighting clients and inspiring employees. Rilla has the ability to combine strategic vision with a pragmatic approach to executing bold change. Rilla is a globally recognized leader across the banking industry -- she is a frequent key-note speaker and advisor. Rilla has been awarded "Top 25 Most Powerful Women in Banking' in multiple years.

In today's episode, we are joined by Josh Liebman, the Guest Experience Evangelist for ROLLER Software. Josh has worked for some of the top tourism destinations in the world, from Walt Disney World and Universal Studios to Ritz Carlton, The Four Seasons, and Coca-Cola. With nearly 17 years of designing experiences in this industry, Josh specializes in service standards, complaint resolution, and guest feedback. Tune in as we look at how customer needs and expectations have changed and what we can do to help them feel cared for, supported, inspired, and connected in a post-pandemic world. IN THIS EPISODE: [02:19] Josh explains what guest experience evangelists do and what it entails. [08:12] How does ROLLER make the ticketing and booking experience better? [15:31] Josh shares an example of how to improve guest experience by eliminating administrative and functional elements through technology. [18:09] Meeting customers' expectations is not enough. You should go above and beyond. [25:30] Best practices to empower customer service teams. [28:29] Josh's recommendations to recover from customer issues. [32:30] The difference between being customer-centric and experience-centric. [38:20] How the pandemic changed the hospitality and tourism industry. KEY TAKEAWAYS: Many jump straight to the solution when resolving customer complaints, but this makes it a transactional experience for the customer. When we think about the relationship aspects then we realize that it requires the experience and hospitality elements that lead up to the solution. We need to address friendliness, being the hero, and service recovery again because those things might have been success factors in 2010 but in some ways, we are starting over in a different place where there is technology that can replace some of those interactions. There is a real need for companies to begin to focus on what customer-centricity is about. When companies reopen after the pandemic, the first guests to come back are those that are most loyal. Companies need to acknowledge that the customers made a very intentional decision to do business with them and make sure that the guests know you are aware of that. LINKS MENTIONED: Josh's Podcast: Attraction Pros Josh's LinkedIn Profile Josh's Podcast: The Guest Experience Show BIO: Josh Liebman is the Guest Experience Evangelist for ROLLER Software. With nearly 17 years of designing experiences in the hospitality, tourism, and attraction industry, Josh specializes in service standards, complaint resolution, and guest feedback. Working for some of the top tourism destinations in the world, including Walt Disney World and Universal Orlando, Ritz Carlton, Four Seasons, and The Coca-Cola Company, Josh's background includes leadership in operations, guest service communications, quality assurance consulting, consumer analytics, and guest experience training. Josh's guest experience philosophies, strategies, and tactics transcend all industries and if you want to dive deeper into his expertise he is also the host of two podcasts: The Guest Experience Show and AttractionPros.

In today's episode, we are joined by Ryan Hutmacher, an award-winning chef and founder of the Well Beyond Food project. As a self-proclaimed experientialist, his company creates custom food experiences designed to foster connection & promote inclusion within organizations and their teams. Tune in as we discuss the importance of authenticity to brand-building and ways to measure the ROI and impact of intangible experiences. IN THIS EPISODE: [03:41] Ryan shares what the Well Beyond Food project is and what it aims to do. [05:26] Well Beyond Food's mission is to allow people to be seen and see others. [07:23] Well Beyond Food is not just a cooking experience. It is a team-building activity. [13:24] Quality control and making sure everyone feels accomplished are very important elements during team building activities. Ryan explains how he achieves that. [15:24] What inspired Ryan to build the Well Beyond Food project? [20:15] Ryan shares his personal journey that inspired the project. [23:20] Practice what you preach. Otherwise, people will see right through your story. Authenticity is the heart of your business. [24:24] If you want others to feel comfortable expressing their own unique voice and style, you need to lead the way. [27:15] How to measure ROI on intangible experiences? KEY TAKEAWAYS: Authenticity in your business is a must. No one can be you. It is truly the only thing that you have to authentically sell. Designing an experience from a place of authenticity and truth is absolutely essential to create both meaning and value. One of the questions you need to ask yourself is: "What are the jobs to be done?" Ryan has done the work to understand which jobs are most important to his business clients. Business is about continually asking questions, exploring, figuring out how to get data, validate, learn from the insights, and use them to grow. LINKS MENTIONED: Well Beyond Food website BIO: Ryan Hutmacher is an award-winning chef and founder of the Well Beyond Food project. As a self-proclaimed experientialist, his company creates custom food experiences designed to foster connection & promote inclusion within organizations and their teams. From interactive workshops & webinars to team-building adventures & wellness retreats, his creative formats make way for human experiences that connect. Ryan's talents have been featured on countless stages, including TEDx and the Today Show. He's credited for winning a nationally televised cooking competition on ABC's "The CHEW" and serving as the First-Ever Weight Watchers Chef. His unique skill-sets span three industries, including Hospitality, CPG, and Healthcare. In his free time, he enjoys mushroom foraging, ping pong, running, and spontaneous travel.

In today's episode, we are joined by Dwayne King who works at the intersection of experience transformation, human-centered innovation, UX design & research. His unique view of organizations has allowed him to diagnose the real reasons 90% of innovation labs fail. Tune in to learn how to lead the other 10% and set your innovators up for success. IN THIS EPISODE: [04:40] Pursuing the wrong idea can be one of the key elements why your innovation efforts might fail right at the beginning. [08:12] Companies no longer need to stay within their category. Dwayne shares an example of a company that successfully expanded out of its category. [15:08] Two important elements of design thinking that need to be considered during the innovation process. [22:00] Common funding mistakes that most companies make right off the bat. [26:09] Three challenges that companies face when transitioning from an innovation experiment into a full-blown product. [34:12] Importance of structuring innovation teams for success. [40:20] Why product managers might not be as successful on an innovation team. [44:43] How lack of the leadership and culture to support innovation within an organization sabotages innovation. KEY TAKEAWAYS: Just because there's a problem to solve, it doesn't mean that it's your problem to solve. Stop making big bets and instead make smart bets by starting with the right insights and design thinking. Transition through innovation stages consciously and ensure that the right teams, technology, and investments are in place at each phase. Build a well-rounded and empowered innovation team and oversight board. Slapping titles and labels on these things does not make them a reality. Foster a culture of innovation from the top all the way down. Innovation only happens in an organization that is primed to incubate and embrace innovation. LINKS MENTIONED: Dwayne's LinkedIn Profile BIO: Dwayne King Dwayne built his career at the intersection of experience transformation, human-centered innovation, UX design & research. He leverages these lenses to generate meaningful change within organizations that helps them connect with their audience to create positive business outcomes. He works across many industries in a multitude of problem spaces. Because of this, he is an expert learner, quickly transforming from a questioning student to a confident strategist and leader regardless of the problem space or industry.

Today's we are joined by Julie O'Brien Ph.D., a behavioral scientist working at the intersection of wellbeing and technology. Julie shares insider knowledge into how companies of all sizes can use science to improve their customer experience. Tune in as Julie shares the seven most important behavior change principles for Experience Strategists. In This Episode: [01:58] Julie shares how behavioral scientists collaborate in the creation of successful products and services. [04:11] Elements necessary for an innovation to be successful. [06:41] Distinctions between behavioral mapping and journey mapping. [09:44] Why it is crucial for companies to integrate behavioral science and behavior change principles into their work. [11:44] Why human factors are integral to behavior science. [17:21] Quick summary of the seven behavioral change principals. [22:39] Julie shares her thoughts on agency and how it factors into behavioral change. [28:30] Environment is an integral factor in human behavior. [34:04] Julie shares advice for Experience Strategists and companies large and small. Key Takeaways: Behavioral Science offers a methodology and approach that can help people better evaluate all possible solutions to choose the one that has a higher chance of success. Companies need to incorporate behavioral science into their process so that they can design solutions that actually make sense with the way that humans behave. Behavioral science is really a broad interdisciplinary field that draws on many different perspectives that all help us understand human behavior in general. It's important for behavioral scientists to understand that removing agency is ok when people are active participants in the removal of agency. It's not ok when it's done without consent or awareness or to push someone's behavior towards something that is actually not what they want or not getting to an outcome that they care about. Bio for Julie O'Brien, Ph.D. Julie O'Brien is a behavioral scientist working at the intersection of wellbeing and technology. She's spent her career designing and testing scalable solutions that close the gap between what people want to do and what they actually do. She has spent her career bridging the academic world and the product world. She believes that basic research has enormous value to product and service design, and that everyone can learn to think like a behavioral scientist. To that end, she has developed a framework to introduce the underlying drivers of human behavior to product and service designers. She firmly believes that behavioral science can best solve real-world problems when integrated into existing systems in a holistic way, across multiple touchpoints and channels. Julie has designed products, started two nonprofits, and studied the full range of human behavior from energy efficiency to racial discrimination to diabetes self-management. She is the Head of Behavioral Science and Coaching at US Bank, a newly-elected member of the board of directors for the Society for Personality and Social Psychology, and a faculty member at the School of Visual Arts in NYC. She holds a PhD in Social Psychology, created the behavioral research function at Opower, led the health initiative at Duke University's Center for Advanced Hindsight, and most recently built out Applied Behavioral Science at WW. Learn more about her work and how to apply behavioral science at https://www.thinkbehavioralscience.com/

In today's episode, we are joined by Ron Swidler, Chief Innovation Officer at The Gettys Group Companies and creator of the Hotel of Tomorrow® Project, a think tank that unites teams of hospitality experts to ideate, prototype, and test innovations for the near and more distant future of the hotel industry. From technological innovations and new business models to unprecedented shifts in customer expectations, Ron shares the top 10 things hotels should be doing to prepare for the future. In This Episode: [01:59] Ron elaborates on the major shifts he has seen in customers' wants and needs from a hospitality experience. [06:38] How are owner developers now approaching creating profitable spaces that provide both hospitality and meet the new safety needs that customers have come to expect? [11:35] Brands have to decide what they stand for in order to deliver their services to their guests in a way that is most meaningful to them, or risk becoming irrelevant. [16:12] What does it mean to experience time well spent in a hotel? [19:38] Ron shares some ways that technology is driving the future of hospitality. [27:37] How do modularity and flexibility relate to the idea of time well spent? [31:29] Micro room solutions are creating adaptable and functional spaces while cutting down on construction costs. [34:19] How will luxury be defined moving forward? [38:44] Aransas gives a quick summary of today's discussion and topics. Key Takeaways: Moving forward, hotels must focus on innovating for wellness. The flexibility of how spaces are used has to become a higher priority for the hospitality industry. Brands need to have a clear sense of purpose and a clear place in the market. People in the future are going to want their spaces to adapt to their particular needs. Luxury is linked to an experience of transformation. It's a moment to invest in ourselves and to feel nourished and nurtured and cared for. Bio: Ron Swidler With a passion for pioneering ideas and new approaches to hospitality experiences, Ron serves as the CIO at The Gettys Group Companies. Ron created the Hotel of Tomorrow® Project, an industry-leading think tank that has brought together hundreds of companies for many years to envision the future of hospitality. The result has been innovation that can be found in hotels and restaurants throughout the world. His vision also led to the founding of Gettys ONE—our interior design group dedicated to branded hotels— and Outside Agency, our branding agency—where he leads brand creation and strategic thinking projects for boutique properties, large industry events and international brands. He is a frequent speaker at industry events and has been interviewed in countless publications for his hospitality, design and branding insights. Ron received his Bachelor's degree from the University of Illinois. He is affiliated with the Hospitality Advisory Council at DePaul University, School of Hospitality Leadership. He also serves as an adjunct professor at Institut Paul Bocuse in Lyon, France; EM Lyon in Paris; Haaga Helia University in Helsinki, Finland; and Breda University of Applied Sciences in The Netherlands.

Today we are joined by Joyce Cadesca, Founder and President of famHQ, a tech-enabled family concierge service supporting working moms in managing their households and careers. In this episode we look at the functional, social, emotional, aspirational, and systemic Jobs To Be Done in this exciting new startup. In This Episode: [01:31] What famHQ is all about. [04:58] What inspired Joyce to create famHQ. [07:09] How famHQ is establishing "villages" around single moms of color. [11:24] Dave asks about the jobs that famHQ performs for their customers. [17:04] How the people and the tools that famHQ employ work together to make their services as seamless as possible. [22:01] Can famHQ be a systemic solution for society's single parent households? [24:32] Creating a fair and equitable working environment. [30:36] What gets companies excited to partner with famHQ? [32:51] How the human factor sets famHQ apart from other household service providers. Key Takeaway: The Jobs to be Done by employers, communities, and service providers have shifted radically in the last 10 years. Companies like famHQ, who take a systemic view of their customer's needs will be able to have lasting impact. Bio: Joyce Cadesca A steadfast equity advocate, Joyce Cadesca serves as the Founder and President of famHQ, a tech-enabled family concierge service supporting working moms of color in their households and careers. Upon graduating from Columbia University, Joyce began her professional career as a classroom teacher to elementary and high school students. A few years later, she became the youngest director for Beginning with Children Foundation in New York City, where she led the College Access and Success department. Cadesca then attended The Tuck School of Business at Dartmouth to earn an MBA degree in General Management. She then moved into full-time corporate positions within operations, HR, and finance functions at leading global financial institutions. However, at the height of the pandemic in 2020, Joyce switched career paths back into the nonprofit education sector to leave her mark by paying it forward to future rising leaders of color. What began as dedication to supporting underrepresented students evolved into a wider inquiry around equity. While Joyce's current focus is to support moms of color in the workplace, she believes that leveraging an equity lens is core to developing strategy, no matter the industry. Outside of work, Joyce has volunteered as a board member with the Child Care Council of Westchester in New York, and as co-chair of the Tuck Association of Diverse Alumni at the Tuck School of Business at Dartmouth. Joyce lives in the greater Philadelphia area with her son. *** http://www.famhq.org @famhqconcierge https://www.linkedin.com/company/famhq/