August 30, 2017

How to DO MORE & Build Powerful Customer Experiences – with Blake Morgan

On this episode of The Innovation Engine podcast, we’re looking at how to build a powerful Customer Experience, and why it is imperative for any company that hopes to find long-term success. We cover why short-term profit seeking can negatively impact customer experience, the DO MORE framework for building positive customer experiences, and how the on-demand economy is changing customer experience as we know it.

We’re joined by Blake Morgan, a Customer Experience futurist, keynote speaker, and the author of More is More: How the Best Companies go Farther and Work Harder to Create Knock-Your-Socks-Off Customer Experiences. Blake also hosts The Modern Customer podcast and a weekly customer experience video series on YouTube.


Interested in hearing more? Tune in to the full episode via the embed below.


What is the definition of Customer Experience?

  • Customer Experience is the perception that a customer has of a brand, but that perception is shaped by much more than we might assume: It's not just a simple transaction, it is not simply a customer swiping their credit card, and it is definitely not customer service (a common misconception).
  • Consider a bakery: the experience of the bakery is not simply shaped by the person selling you a scone. It's shaped by who sources the ingredients, what kind of oven the baker has, the logistical process of getting scones to the front of the store, the store's growth strategy, and how do all those pieces fit together.
  • So Customer Experience is not simply customer service, and it’s not simply one transaction. It involves everyone at the company, because everyone working at the company has an impact on the customer experience.

More is More

  • The book is not about spending money. It’s about being smarter and more thoughtful, and doing hard work.
  • “In a world where products and services are largely the same, you have to do something more ... to create and retain more customers.”
  • Blake lays out a framework that companies can use to provide exceptional experiences: DO MORE.

    How can companies DO MORE?

    • Design something special
    • Offer a strong employee experience
    • Modernize with technology
    • Obsess over the customer (this is actually the #1 principle)
    • Responsibility & Accountability
    • Embrace disruption & innovation

    The most important thing:

    • Companies need to master listening to their customers, which isn’t an easy thing to do (especially when you’re trying to listen to, potentially, millions of customers, both in person and online).
    • When the CEO evangelizes listening to the customer and creating a better customer experience, the culture will change and everyone else will follow suit.




    Since 2014, 3Pillar has published The Innovation Engine, a podcast that sees a wide range of innovation experts come on to discuss topics that include technology, leadership, and company culture. You can download and subscribe to The Innovation Engine on iTunes. You can also tune in via the podcast’s home on Stitcher Radio or SoundCloud to listen online, via Android or iOS, or on any device supporting a mobile browser. You can download The Innovation Engine's dedicated iOS app from the iTunes App store, and you can subscribe to receive new episodes in your inbox each time one is published.