What if your company was actually customer-focused, and YOU were the one to help the company get there?
What if you stopped simply talking about becoming a customer-centric organization…and started actually being a customer-centric organization?
What if you could ensure your business, no matter the size, would be here in a post-COVID world?
I’m a bestselling author and international keynote speaker. I travel around talking about what it’s like to be a human being. I remind the business world that how we make people feel, matters - a lot. Real Leaders Magazine named me one of the top 40 global female keynote speakers of 2020.
I’ve worked with some of the best companies to help them create better approaches to customer experience.
While we know how we treat people matters in our own lives - the entire business world seems to need a reminder. The business world also needs tools and strategies to incorporate this basic concept into the fabric of their business.
In life we know that our best relationships are based on trust. If someone in your life were to take advantage of you at every turn, make your life harder to make their life easier, and constantly say, text or email you stuff that wasn’t relevant for you, you’d stop hanging out with them.
People know how you treat people matters. But if this were a universally accepted truth, why are customer experiences still so terrible?
I’ve spent the last twelve years obsessed with customer experience - learning everything there is to learn about customer experience, interviewing hundreds of executives on the topic, and writing books about customer experience.
I'VE LECTURED AT:
I wanted to thank you for the outstanding course. I work in municipal government and believe that there is a lot of potential for implementing these strategies in local government as well. Thanks again for your work in developing this course - I look forward to getting to work on implementing these ideas, strategies and concepts.
Assistant Director of Town Services, Town Of Highland Park, Texas
As a CX professional (and certified CCXP from CXPA), I read a lot on the subject and attend lots of CX seminar, webinar, trainings… I have to say that The Customer Of The Future Course was very interesting! It brings a clear and actual portrait of CX and mostly, this review is done from what should be the Leaders’ perspective. I also loved the transition between concepts and concrete examples of organizations who do it well, or not as good
Vice President, Customer Experience, Léger
Not only did this course provide a great overview of all of the different pieces that play into providing an exceptional customer experience, but it provides actions customer experience practitioners can take to help their companies evolve how they think about delivering a great customer experience. I look forward to applying what I've learned in my work to create and showcase exceptional customer experiences.
MBA, Associate Product Manager, Marketing e-Business, Discover Financial
To win, businesses must create the future, not just react to trends. Blake Morgan shows you how you can innovate your customer experience to leave competitors in the rear-view mirror.
Chairman, CEO, President, The Allstate Corporation
We have to get used to change in our businesses to prepare for the customer of the future. Blake’s ten principles outlined in her new book will set you up in this new era of constant change.”
Author of Imagine It Forward and former Vice Chair, GE
The Customer of the Future is an insightful and practical guide to future-proofing your business through relentless focus on customer experience.
Executive Vice President, Forbes Media
Now in the age of COVID-19, businesses have their feet held to the fire on experience, because customers will quickly leave businesses that don’t make their lives easier and better.
For companies that haven’t gone through a digital transformation in order to solve traditional problems with technology - the problems are mounting.
2020 has been a challenging year for customers.
What are you doing to lighten the load for customers? Now is the time to do an audit of the customer experience offered by your company - to ensure you are constantly finding ways to make their lives easier and better.
We are now serving a customer that’s been mentally and financially impacted by COVID-19, who will be living differently for some time. How are you serving that customer?
You might be thinking - well Blake this is all very obvious. My question is if it’s so obvious, why don’t companies provide better customer experiences?
“If it ain’t broke, don’t fix it” mentality. This is the mindset of companies: “Why would we want to ask our customers how their experience was when we know it will be unpleasant to hear about it?”
So we don’t ask our unhappy customers. And they quietly leave and tell their friends not to visit.
Here’s the problem - what they’ve done before has technically worked, for a while. But it won’t in the future as better options for customers surface.
Most companies are simply product-centric over being customer-centric.
Have you ever known a person who was not self aware and constantly talked about themselves and only ever looked at their world from their own perspective? Companies can be guilty of this narcissism as well.
Five years ago I worked for a B2B Fortune 100 company as a customer service executive. I saw this self absorption happen first-hand. When I was there we rarely built with the customer in mind. We were product-centric over being customer-centric - just like everyone else. Not only that, but in our meetings - if you had not worked at the company for years - you wouldn’t even understand the language we used to talk about the products and experiences. We didn’t speak in human terms. The company had its own language.
If you treasure it, you’ll measure it, and many companies don’t treasure customers.
If you want to know a company’s priorities, look at the performance metrics. Most companies focus on sales metrics, and rarely does a company create performance metrics relevant to customer experience. If you think about the priorities of senior executives, it’s to make as much profit as possible and prove growth. If they show growth they can improve their paycheck and/or take the story of growth for a better opportunity
Executives don’t want to invest in the contact center.
Even in the contact center, where you might think customer experience lives and thrives, most companies focus only on cutting costs. Contact center agents are held to ridiculous scripts. They are not empowered to do anything for customers outside of the script. All that matters is that each contact center agent is costing the company money. I’ve heard stories where even the amount of time the agent takes to go to the bathroom is measured and recorded. It’s a “butts in seats” mentality. Every penny is accounted for.
The problem is this is a huge missed opportunity. The contact center is a customer experience goldmine for innovation - for opportunities to build relationships with customers, to make improvements to products, as well find ways to make operational efficiencies.
But most companies don’t get it, and a lot of toxic stuff happens in their contact center.
If you clicked on this course link, it’s likely your seeking more resources to achieve your goals, or that of your company.
It’s likely you are a change agent.
Here’s the big secret - being a change agent is hard. Change is hard. Even in our own lives.
Do you ever feel like you are swimming against the current?
That’s because you are!
Changing someone’s mind is extremely challenging. Particularly when they don’t want to hear it. But can you blame them? Changing how you’ve always done things is tiring.
Sometimes it feels we don’t know where to start.
What I do is help people like you articulate a customer experience strategy in real-world terms.
I’ve done the work to create the formula, and the framework for it - so you don’t have to.
I provide tools for not only how you can think about it, but how you can present customer experience inside of your company. I want you to be a superhero inside of your own company.
If you want a clear strategy to start improving customer experience at your company now, this course was designed to help you - now, not later.
Now is a complicated time.
Most companies aren’t prepared to deal with customers during COVID-19
And for those of you struggling to pivot toward a digital customer in light of COVID-19, this course will guide you there. If there’s one universal truth today, your customers want options when shopping with you.
Research shows that customers will defer to brands that make the customer’s life easier and better. That means accommodate the customer while normal life is more difficult. And customers don’t want to go back to the way things were - that means digital experiences have to be nothing short of wonderful.
According to a report that surveyed 1000 customers - customers don’t want to go back to the way things were.
of respondents say they are likely to return to a business they first visited because of pandemic- friendly services
of consumers would like local businesses to continue offering contactless payment options
of consumers would like local businesses to continue offering curbside pickup options
*Podium's report "The State of Local Business - Covid-19 and Local Consumer Behavior"
These are a few examples of how the world has changed and won’t ever go back to normal. Not for some time and probably never.
At a time when most companies are licking their wounds and cutting costs, this is the time for you to put a stake in the ground on customer experience.
Customers are now able to be even choosier about where they spend their time and money. Companies that differentiate on experience will ultimately win.
Stop listening to what the business world has said about customer experience in the past, it’s wrong.
Unfortunately there’s a lot of misinformation about customer experience out there. The business world has paid lip service to customer experience by saying if you simply hire a customer experience officer your work is done.
Or if you create a customer experience group - you have successfully achieved becoming a customer-focused company.
In fact when I worked at a Fortune 100 company we had a customer experience group - and in customer service we never interacted with them - ever. When I asked my boss what the experience team did, she told me they produced events for our best customers.
That made no sense to me back then, and it still doesn’t make sense.
Here is the big lie about customer experience - you don’t need a Chief Experience Officer, nor do you need a “customer experience team.” You simply need a culture where customer experience is a priority, and that is driven from the top, and embraced throughout the company.
But that takes a concerted effort. The company must shift its priorities, and that needs to translate in changing what you measure.
Customer Experience is important,
and it’s an important discipline to learn.
But if it’s so obvious that customer experience is critical to every part of the company, why don’t more of us spend time learning it?
The Ten Excuses People Have To Avoid Focusing On Customer Experience
1.I don't have an impact on customer experience
2.I don’t work in the contact center
3. There is no return on customer initiatives
4.Customer experience is boring
5. Customer experience isn’t a growing industry
6. Customer experience content is free so why would I pay for it
7.I don't have time
8.My boss doesn’t support it
9. Customers are greedy takers. Why would I spend time on them?
10.Courses are boring
In this course I offer you a guide, whether you’ve never thought about customer experience at your company, or you’re already somewhat customer-focused but have more work to do.
In this course I provide you with tools and strategies to begin building with the customer in mind.
In this course I provide you with tools and strategies to begin building with the customer in mind.
I take you through five modules focusing on my three part framework guiding you through the three critical areas of customer experience: Psychological, Technical and Experiential.
I provide you with the tools you need to start putting customer experience to work for your organization.
The Customer Of The Future crash course is a companion course to my best-selling book, The Customer Of The Future: 10 Guiding Principles To Winning Tomorrow’s Business, and it includes three hours of content broken up in easy to consume modules.
The ideas explored in this course are based on my experience working as an executive at a Fortune 100 company, visiting the world’s most customer-centric companies, and interviewing hundreds of business executives around the world.
WHAT THE COURSE INCLUDES
- 3 hours of content broken up into short, easy-to-follow bites
- 5 modules (themes) broken up into 13 videos
- 5 assessments
- 5 downloadable worksheets
- Tailor-made animations to help you understand the concepts and have fun
- The course content transcribed in either audio and text format in addition to the videos
- A certification of completion you can display on your LinkedIn profile, website or email signature
- Frameworks you can immediately start to implement at your own organization
A certification of completion
Frameworks you can immediately start implementing at your company
Worksheets you can take back and share with your team
The course in audio and transcribed text format as well as 13 videos
A quiz based on the course to help you understand your knowledge of the material
A certification you can display on your LinkedIn profile and email signature
Risk Free Guarantee
If you’re not happy with the course, within fourteen days you have a money back guarantee.
Will Get In
Module 1: Welcome
- Welcome to the course
- Why invest in customer experience?
- Get to work on customer experience: step one
In module one we set the stage for the course and provide an overview of customer experience. What actually is customer experience and what went into the making of the course? We level set on why customer experience today matters, and what the landscape looks like. We look at the business case for investing in customer experience, and provide tools on where to eve get started. In this module we level set on step one.
Module 2: Psychology
- What is customer experience mindset?
- Culture and its impact on customer experience
- The five qualities of the modern leader
In this portion of the course we look at how to create a strategy rooted in a strong mindset, culture and leadership development program. This part of the course is the often most overlooked aspect of a strategy. Companies make the mistake of rushing into the technology, without the mission and values to make the technology approach work. This human aspect of a customer experience strategy is one you cannot skip over. Examples and case studies are used to illustrate and enforce the most impactful strategies.
Module 3: Digital Transformation
- 12 steps to digital transformation
- Analytics and AI
- Privacy, data and personalization
In module three we look at Blake’s 12-step digital transformation framework, something companies all over the world have already used to develop powerful digital transformation approaches within their companies. We look at examples of what digital transformation looks like when done well. For the analytics and AI section, we’ll review examples of companies who have done this well. Module three also requires a focus on a data code of ethics, and considers companies that are using personalization to tailor and improve the customer experience.
Module 4: Experience Design & Marketing
- Reducing friction
- Customer-focused marketing
In module four we review what curating a seamless, zero friction customer experience looks like. We’ll identify steps in your own process to find operational efficiencies and the link between operational efficiency and better customer experiences. What does modern customer-focused marketing look like? We’ll review the changing marketing landscape, and how marketing can drive more personalized customer experiences. Lastly we’ll focus on personalization, and how you can implement personalization strategies customers will flock to.
Module 5: Wrap-Up & Overview
In the wrap-up in module five we’ll review what we’ve learned in the first four modules. We’ll imagine - if all the customer experience strategies were in place that we learned in the course - what would that look like inside your company. What is the art of possible for your brand?
Throughout the course you are asked to complete five total quizzes used to test your basic understanding of the concepts taught in the course.
Grab your spot for
The Customer Of The Future course
for a limited time ONLY!
I know how powerful customer experience can be in order to make you stand out! I am excited to meet you in my new course to help prepare you for the customer of the future!