What do ADP, JP Morgan Chase, Universal Resorts, and Visa all have in common? They’ve all worked with today’s guest, Howard Tiersky, to transform their digital customer experience.
Howard is the CEO and Founder of FROM, a digital transformation agency that helps companies go from where they are, to where they need to be. He’s the author of Winning Digital Customers: The Antidote to Irrelevance, one of the Top 10 Digital Transformation Influencers by IDG Magazine, and one of the Top 100 Customer Success Strategists by Success Coaching.
In this episode, Howard and I discussed the importance of observing your customers in real-time, connecting your executive team with your frontline employees, and his five-step roadmap to thrive in a digital world.
listen to the EPISODE
2:20 – Howard tells Brittany what he does at FROM
4:34 – Howard explains what “observational research” is and how companies can implement this practice to learn more about their customers
6:43 – How a vacation package company might use observational research to learn more about its customers
8:08 – How Howard used observational research with Universal Theme Parks
10:47 – How do you extrapolate the important data from your research and what’s worth pursuing?
12:45 – How you can use surveys to complement observational research to better understand your customer journey
14:03 – Something surprising that Howard discovered when doing research for a major news platform
16:10 – Why there’s sometimes a disconnect between C-suite executives and their perception of their customers
20:46 – Howard walks us through his 5 step-roadmap
- Understand your customer
- Map the customer journey
- Build the future
- Optimize the short-term
- Lead the change
25:45 – Why identifying small improvements can have a compounded effect in the short term
30:35 – How to get customers on board with change
31:55 – Change versus extra effort
32:05 – Brittany observing customers’ expectations for transformation through the eyes of her young kids
36:30 – Brittany’s son’s experience at a doctor’s office leads Howard to question: would you rather have your customers think you’re clueless or that you don’t care?
40:04 – The emotional connection that customers have to a brand is one of the most valuable assets a brand can have
41:50 – Why Apple focuses so much on its packaging and the lesson you can take learn
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