Jason Bradshaw, Customer and Employee Experience — The Key to Business Growth — InnovaBuzz 379
Jason Bradshaw, It’s All About CEX
In this episode, I’m really excited to have as my guest, Jason Bradshaw. With experience in everything from telecommunications to government, media and automotive Jason has the depth and breadth of experience to inspire, engage, and deliver business growth results as a global thought leader on Customer & Employee Experience.
At 14 years old, Jason started his own telecommunications and hardware distribution business. It was there he began a lifelong passion for customer experience — even if he didn’t exactly know what it was called at the time. It didn’t matter, because this first foray into entrepreneurship gave him a taste of how to offer customers an experience, not just a product.
In 2018 Jason released his first book, “It’s All About CEX! The Essential Guide to Customer & Employee Experience”, and it became an Amazon Best Selling Book in 5 Categories and 2 countries. Since that humble start, Jason has transformed the way people interact with organisations across a litany of sectors. He is currently Director of Customer Experience at Volkswagen Group Australia.
In our discussion, Jason talked to me about:
- The 3 lenses of human connection
- The importance of active listening across industries
- The experience promises of Volkswagen Australia — Make It Simple; Make it Happen; Make It Personal
Listen to the podcast to find out more.
Listen to the Podcast
Show Notes from this episode with Jason Bradshaw, Author of It’s All About CEX!
Key points and takeaways from this episode include:
- CEX stands for Customer and Employee eXperience.
- The way to grow a successful business is through an unrelenting focus on customer and employee experience.
- Every direction of your business should be one that helps build loyalty and advocacy as opposed to just being a transaction.
- People are essential to business, to the community, and to our happiness.
- Customers and team members that are loyal and that advocate for you have developed a human connection with the organisation.
- Don’t focus on the metrics, and instead have really strong processes embedded in your organisation that are designed to amplify the voice of your customers and employees. Metrics don’t matter if you don’t know what drove that metric.
- Making organisations more human is putting at the heart of every decision that you make the people that you serve.
- Engagement is about being human. If people aren’t interacting with your content, then your content is not adding value and is certainly not helping your business grow, because it is engagement that leads to growth.
- Start setting your pillars of success — what are behaviours that you want your customers to experience?
- Volkswagen Australia’s Experience Promise — Make It Simple; Make It Happen, Make It Personal
- Empower your team to get the right results for the business and for your customers even if it means that they have to challenge the process at times.
- Really understand what your customers’ stated and unstated desires are. Identify the problem they are trying to solve or what they are trying to achieve with their purchase.
- Distill the promises that matter to your customers and to building your brand’s advocacy, and make sure that you embed those promises into your organisation so that they become the question marks that guide you.
- An Experience Promise allows you to embed and improve. It’s the key to consistency. Consistency breeds trust and trust breeds loyalty. It’s all about lathering up those behaviours that ultimately lead to advocacy.
- Create safe spaces in your organisation to challenge the status quo. Allow people to challenge without fear of any recourse. Create an environment that is different and unique, that does not only stimulate thinking but also creates safety and a visual indicator that things are changing.
- Culture change is not an overnight activity. It has to be constant and absolutely focused on the guiding ambition.
- Repetition and consistency are important.
- Empower your employees to have a mindset of making it right for the customer. They do not have to know the answer to everything, but they have to able to own the resolution for the customer. Get it right by letting your people do what’s necessary to fix things in the moment.
- Listen to what your customers are telling you. Customers give you a lot of hints about what they want, both in their product from an evolution point of view and what it takes to keep them.
- Experience Management is not a survey program. Experience Management has a number of pillars and a survey is just one element of it.
- Clearly define the experience that you promised to your customer or employee. Every action that you do should enable the fulfillment of that promise.
- Measure yourself against your experience promise. Care less about your survey scores and more about the words that your customers/employees are saying around that, and then create a process where those words feed into the decision making of your organisation.
- Experience Management is your customer and employee promise. It is the brand experience that you are delivering. It is what people are saying about your brand, and bringing all that information together to inform and guide your business decisions.
- Automation is good but you have to make sure that this doesn’t break the trust by having teams in place to get it right when automation goes wrong. Use automation to empower your team member to deliver the right results.
- Technology-led solutions need to make it easier for you and your customers/employees to connect so that they can enjoy the time advocating your product or service.
The Buzz — Our Innovation Round
Here are Jason’s answers to the questions of our innovation round. Listen to the conversation to get the full scoop.
- #1 thing to be more innovative — Listen to your customers as well as to market leaders in another industry. Customers are amazing people. They will always tell you how they think you can get it better.
- Best thing for new ideas — Experience things yourself. Try other things and look at what other industries are doing. Be open to trying and doing things that are uncomfortable.
- Favourite tool for innovation — Audible
- Keep project/client on track — Start the project by defining what success looks like and continually talk about how you are going towards achieving that.
- Differentiate — Don’t set standards and then walk past them. Never accept less than those standards. It doesn’t mean you have to be perfect, but you have to have a relentless pursuit of that standard.
To Be a Leader
Start a habit of listening and reviewing customer feedback, and share that feedback with anyone in your organisation that is responsible for making decisions.
You can reach out and thank Jason through his website.
Jason suggested we have a conversation with author and business expert Phil M Jones. So Phil, keep an eye on your inbox for an invitation from us to the InnovaBuzz podcast, courtesy of Jason Bradshaw.
Sign up to get 2 chapters of It’s All About CEX! The Essential Guide to Customer & Employee Experience for free!
Cool Things About Jason
- He holds a Master’s Degree in Business Administration and Post-Graduate Degree Certificate in Business People Leadership & Development from University of Southern Queensland.
- He has worked with companies including Telstra, Target Australia, Fairfax Media, New South Wales Government, and SingTel Optus.
- He sat on the boards of ACON Health Limited and Oz ShowBiz Cares / Equity Fights AIDS.