Ridiculously Easy to Do Business With... David Avrin

The Connected Leadership Podcast

In this month’s premiere episode of the Connected Leadership Podcast, Andy Lopata interviews David Avrin. David is one of the most in-demand Customer Experience speakers and consultants in the world today, He has shared his content-rich, entertaining and actionable presentations with enthusiastic audiences across North America and in 24 countries around the world. David helps organisations better understand and connect with their customers and clients to help future-proof their businesses.

David's insights have been featured on thousands of media outlets around the world. He is also the author of seven books including the acclaimed: It's Not Who You Know, It's Who Knows You! Why Customers Leave (and How to Win Them Back), The Morning Huddle, and his newest book, Ridiculously Easy to Do Business With.

Andy and David explore the crucial differences between customer service and customer experience, highlighting that while good service is essential, it's the overall experience that truly drives customer loyalty in today's competitive market. David argues that while many businesses boast high-quality products and services, the experience they provide is often far from ideal, leading to customer frustration.

Their conversation traces the changing landscape of customer interaction, particularly the role of social media and the increasing reliance on AI-powered chatbots. While social media once served as a powerful tool for holding companies accountable, its effectiveness appears to be waning, as organisations struggle to manage the sheer volume of feedback.

They also highlight the significant generational differences in customer expectations and preferences regarding technology. While younger generations are tech-savvy and prefer self-service options, older generations often require more personalised assistance. This necessitates an "omni-channel" approach, offering a variety of ways for customers to engage based on their individual needs and preferences. The overuse of surveys is criticised, with David suggesting that less frequent, shorter, and simpler surveys are more effective. Building relatability and likability within a brand's identity is emphasised, and it's suggested that businesses shouldn't necessarily aim to please everyone, but to be the best choice for their target audience.

Finally, Andy and David reflect on the importance of striking a balance between efficiency and personalisation, prioritising speed and respect for customers' time. They emphasise that while businesses strive for predictability and efficiency, they must not lose sight of the human element and the importance of making the customer experience not just competent, but preferable.

What we discussed:

1. Customer Service vs. Customer Experience: Understand the critical distinction and why customer experience trumps service in today's market.

2. The Evolving Role of Social Media: Social media's influence on customer feedback is shifting and how businesses can adapt.

3. AI and Human Interaction: What is the optimal balance between AI-driven efficiency and essential human interaction.

4. Generational Differences: How to cater to the diverse needs and technological preferences of different generations.

5. The Power of Feedback (and the Perils of Overdoing It): How to effectively gather and use customer feedback without causing frustration

Listen to this episode to gain actionable insights into creating a superior customer experience, leveraging technology effectively, and navigating the complexities of a multi-generational market.

Connect with Andy Lopata: Website | Instagram | LinkedIn | X/Twitter | YouTube

Connect with David Avrin: Website |LinkedIn |Facebook | YouTube

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Ridiculously Easy to Do Business With.