Creating A Frictionless Funnel - Todd Unger - Conversations That Matter - Episode #46

Conversations That Matter, a podcast from Uniphore

Today’s guest is a transformational leader for the digital age, who with a decade of consumer marketing experience, believes that it’s always about the customer. He is the host of the AMA update podcast which covers healthcare topics affecting physicians and patients. Welcome to the show, CXO and SVP Marketing and Member Experience at The American Medical Association, Todd Unger. Todd joins host Randy Ksar for a LinkedIn live to clarify a CX myth, share his leadership style, and show how CX can create a frictionless funnel.

Takeaways:

• You can’t treat CX as being exclusively about the customers feelings. CX needs to be understood as a critical way to drive growth for the organization.
• The best way to get buy-in for a CX department is to demonstrate value and drive revenue. Those metrics are trackable and will demonstrate that you’re not just a cost or expense.
• In order to have good CX you need to know the customer journey. For the AMA, their customer's journey is a multi-year process which reflects the various stages and milestones in a medical worker's career and education.
• While customer journeys have traditionally been thought of as a long process, they are getting shorter. For some customers, the moment from which they know they want something to the moment they hit buy could be 10 seconds!
• Your CX is going to be constantly evolving. It is important to gather data from customers to see what aspects they interact with the best.
• CX programs should be focused on removing friction points before customers experience them, rather than being reactive to customers when they run into problems.
• While you may only get one call about an issue from a customer, they are probably not the only customer facing that problem.

Quote of the Show:

• “The customer journey for us became driven by content to reinforce what we were doing, and why it was so important to be part of.” - Todd Unger

Links:

• Twitter: https://twitter.com/toddunger
• LinkedIn: https://www.linkedin.com/in/toddunger1/
• Website: https://www.ama-assn.org/
• Podcast: https://www.ama-assn.org/about/publications-newsletters/ama-podcasts

Ways to Tune In:

• Apple Podcast: https://podcasts.apple.com/us/podcast/conversations-that-matter-podcast-for-contact-center/id1525650658
• Spotify: https://open.spotify.com/show/6Xx9G8w6bntQayIpbkgxc5?si=cNeVuJicSHagsftlpL8-tg
• Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9jb252ZXJzYXRpb25zdGhhdG1hdHRlcnBvZGNhc3QubGlic3luLmNvbS9yc3M