Transcription
****Please forgive any and all transcription errors as this was transcribed by Otter.ai.****

[intro music]
Shark 0:16
Welcome back and thank you for joining A Shark’s Perspective. I am Kenneth Kinney, keynote speaker strategist in your Chief Shark Officer.

Shark 0:23
So how are you and your brand going to stand out? When competition is tougher than ever competing on price or product isn't what it used to be. But how do you stand out in a crowded marketplace that is constantly evolving? Are you creating a remarkable experience with what your brand has to offer? Is it an experience maker or breaker?

Shark 0:43
Dan Gingiss is a keynote speaker, customer experience coach, and the author of “The Experience Maker: How To Create Remarkable Experiences That Your Customers Can’t Wait To Share.”

Shark 0:52
And on this episode, we'll discuss customer experience how to leverage CX in your marketing price versus in experience social media metrics, personalization, making experience more witty, immersive, shareable, extraordinary and responsive pain points sparklers versus candles, a text message restaurant and some soso reviews ever forward within Hanley. Cx for pets attend a challenge, a shark tank experience story difficult mixed drinks, Chicago baseball, and a lot lot more.

Shark 1:20
So let's tune into an experience making Dan with an experience making shark on this episode of A Shark’s Perspective.

Shark 1:31
Dan, thank you so much for joining us today on A Shark’s Perspective. If you will, tell us a little bit about your story in your career today.

Dan Gingiss 1:38
Well, thanks for having me on the show, Kenneth appreciate it. I'm a 20 year marketer from corporate America, I spent time at McDonald's discover Humana, got my start in direct mail and worked all the way up to all the digital channels, email, social media search, etc. And then kind of realized had an epiphany that if I never created another marketing campaign, again, it was going to be too soon. And that the actual best way to create the kind of marketing that all marketers are looking for, which is word of mouth, was actually to focus on customer experience instead. And so I started thinking about how do we focus people more on our existing customers versus on constantly trying to bring in new customers, while half our customer bases walking out the back door because we're not paying attention to them. So customer experience became my passion. And three years ago, I went off on my own and started the experience maker and haven't looked back. So today, I'm a speaker, mostly, but I also do some coaching. And I also do content creation for a number of clients.

Shark 2:44
So you wrote the experience maker how to create remarkable experiences that your customers can't wait to share nice for it as well for manhandling we talked about earlier. great writers well loved her point. But where does this sit between marketing and customer experience? kind of elaborate a little bit further on that?

Dan Gingiss 3:01
Yeah, so I'm a believer having come out of corporate America that all marketers need to be well versed in customer experience, marketing has become the one of the central points of the experience. And let me explain that. First of all, marketing is often the first part of the experience from the customer's perspective, right? How do we become aware of a company we see an advertisement or we see marketing, that's often the first time we've ever experienced them. And what I think companies sometimes miss is, we call it customer experience. But the overall experience from that person has already begun before their customer, right? We we see marketing, it makes us laugh. We've already made a determination about that brand. We see marketing, and we don't see ourselves in the marketing. And we've made a determination about that. So the experience has already begun. I also think that marketers have such an important role of really promising the experience. If you think about what marketing does, it basically tells people this is what it's going to be like to do business with us. This is how you're going to feel when you drive our car. This is how our pizza is going to taste. This is you know what it's like to, to whatever it is, whatever product you're selling, you're basically selling the experience. So I think this is a book certainly for customer experience and customer service people. But I think marketers and this is intentional. I think marketers will get a ton out of it.

Shark 4:29
Yeah, I couldn't agree more. And I talked about this a lot. We often use promises as metrics, thinking that as marketers, we can manage this entire process with shiny advertisements and everything else about the experience. But no, I love I loved it. So I love as well that you point out in the intro about the customer of your customer. I know that I've mentioned this a gazillion times on on this show and on stages. I don't think it's considered nearly enough by brands who either engage agencies or consultants or by the agencies. and consultants themselves who helped make these promises to brands but talk about the value of the customer of your customer, since so many of us work in a b2b environment?

Dan Gingiss 5:10
Well, it's funny candidate because for a while when I would get off stage after doing a keynote, invariably somebody would run up to me and say, I work for a b2b. You know, I love what I love your content. I love what you have to say, but does this apply to B to B's? And I kind of perfected an answer, which I will admit is slightly sarcastic, I would get a very straight face. And I would say, Well, that depends, do you market to human beings, and then just let that sit for a moment, and then would settle they'd be like, Well, yeah, like, well, then it really matters. Because at the end of the day, you're not selling to a building, you're selling to a human, there's a human buyer on the other end, and that human is a consumer. So even though they're buying a business product, they're buying a b2b service of some sort. They shopped on Amazon yesterday, or they had a great experience at a restaurant yesterday. And that's what you're being compared to whether you want to be or not having that additional understanding that that customer has his or her own customers, and that he or she needs to deliver an experience to them, and probably is using your service to do it makes it so important, right. Because if you don't, if you can't see all the way to that finish line, if you can't see how that end user is using your product, not just your own customer, then you're not going to create the right experience for them.

Shark 6:32
So you talk early on in the first chapter about traditional marketing not being enough. unpack that a little bit further about how you see traditional marketing and how marketers need to look at this differently.

Dan Gingiss 6:43
Well, as I said, I became exhausted at all marketing I, whether it's email campaigns, or social media campaigns, or direct mail, television, whatever, like shoot me now, right? I'm tired of it. And as a consumer, I'm tired of it right? We're all tired of our scrolls being interrupted, we fast forward through commercials. Even when we're listening to podcasts, if the if the host starts to does do a commercial read, we fast forward 30 seconds to pass it by. So I think there's a lot of just tiredness over being marketed to. And that's why I think traditional marketing is not enough anymore, because if that's all you're doing, first of all, you're only focusing on prospects and trying to bring in new customers, and you're ignoring the customers that are already there. That's a huge miss. And second of all, it's just not it just doesn't work as well as it used to. I'm not saying don't market, I mean, it's marketing's not going away. But if it's not, also, if the companion isn't there, where you are focused on the experience of your existing customers, then a lot of your marketing goes to waste, because you spend all this money to bring a customer in, and then they don't stay because the experience is terrible. So if we think about how much our acquisition costs are, and it's in so many areas, acquisition costs are going up, we've got to make sure that when we actually are successful in bringing a customer in the door, that we get them to stay a while otherwise, our marketing dollars were lost.

Shark 8:09
With chapter three, you talk about the case for customer experience. And what I often focus on, for me is the revenue impact that this makes it the C suite, what they listen to, in order to make a choice on investments. However, a lot of marketers are still looking at it through whatever numbers and metrics that exist that help them deliver what they're trying to deliver. How do you get marketers to really sort of reshape their focus, because, again, they're being asked to a lot, you know, at least if you're not, if the C suite, a lot of managers or people underneath those managers or directors are simply trying to hit a number, as opposed to an experience that keeps a customer rather than just bring in a new one.

Dan Gingiss 8:48
Yeah, so I'm a big proponent of always focusing on the bottom line, because that's what your executives care about. So I spent a lot of time in social media. And you know, it's kind of funny, I chuckled because so many social media marketers just sort of decided at some point that calculating the ROI of social media was impossible, so they just weren't going to do it. And I laugh at that, because we've been able to calculate the ROI of every other marketing channel, right, we can figure out what an email campaign is worth or what any other channel is worth. I think that some in look at customer experience the same way and they look at it as sort of a soft skill that doesn't have hard numbers behind it. That's completely wrong. And so what we have to do is connect what we're doing a customer experience, back to the numbers that executives care about, you mentioned revenue, that's one half of the equation, cost is the other half of the equation. So what kinds of revenue get brought in, through customer experience? Well, number one, we end up attracting more customers because customers have today want to do business with companies that have a great reputation for treating their customers well, so we bring in more customers, our customers stay longer and they spend more so that that adds to the revenue and Probably most importantly, is that happy customers tell other people, and that again, that, you know, finishes the cycle of bringing in more customers, we isn't our referral rate goes up. But also when we provide a great experience, our customers don't have to call into complain nearly as much, right? They don't want to think about when you call customer service, which is a huge cost for so many companies. We don't call just to say, Hi, you're doing a great job we call because we're having a problem. So if we've done our work, and we've created an experience that is seamless, that doesn't require the customer to call in the first place, now you're talking about massive cost savings as well. So you put that together of revenue generation and cost savings. And that's what you talk to the executives about. It's kind of like the difference. Let's think about an email campaign for a moment. If I walk into the CEOs office and say, Hey, I just did a new email campaign. And guess what our open rate crushed it, we got a 50% open rate. He's like, so what? They opened our email, awesome. Did they do anything with it? Did they okay, even if they clicked through hair, click through rate was great. Fantastic. What does the executive care about? Did they purchase? Did they make that did they do what we wanted them to do? I don't care how much they open or click. Those are great numbers, but they don't tell me how it affects the bottom line. So always take your metrics, really wherever you are marketing, customer experience, whatever. Take your metrics, and create that tied to the bottom line.

Shark 11:27
Well, let's talk a little bit about the wise method, witty, immersible, shareable and extraordinary. You know, later on, you talk about being witty, not the funny witty, but more like being clever. And one of the examples you use is a gas station with a clever side. I love that when gas is I just bought a bunch of gas over the weekend. So it's wise friends centered mind to me, but gas is 299. But customer service is priceless. Now, this gas station is across the street from another gas station selling gas at the same price. Do you choose this one, or the one selling 99 cent bottles of soda, you choose this one because of a couple of words in their sign that makes it feel more like a welcoming place that's witty? And I get it and agree I would do the same. But you know, thinking about what you just spoke about, I think goes with this question as well. What do you tell the marketer who's selling against somebody who's got a nickel cheaper, or whether the gas station that uses that simply as a marketing ploy? I love when you point out that they've got to be able to fulfill that promise. And I guess what I'm worried about was that CX is becoming a lot more popular than it used to, and I love the focus on it. But with great power comes great responsibility to lean into Spider Man. This is becoming i I worry a little bit about this becoming more of a tactic than a practice. And for a lot of consumers that may be too late once they've spent their money. So how do we build WiDi and still fulfill a promise?

Dan Gingiss 12:51
Yeah, great question. So waiting to me is about being clever, using language to your advantage and refusing to be boring. And today's customer specially younger customers want that from brands, they want some personality, they want you to show the human side of your brand. And so you know, there's a great example one of my favorite followers on Instagram is El Arroyo restaurant in Austin. It's a Tex Mex place in Austin, that actually if you go to the Yelp reviews does not get particularly great reviews. However, they have a sign out front that they change every single day that is so hilarious that and that's all their Instagram feed is is their sign every day that I'm telling you, if I'm in Austin, I'm going to write because like it's become a destination in itself because it's created a personality. Think about how many Tex Mex restaurants there are in the country. And el Arroyo has stood out because it shows it has a sense of humor. And it shows especially

Shark 13:51
in Texas, especially

Dan Gingiss 13:53
attacks, that is I guess, where a lot of Tex Mex. So it's just about finding opportunities. I always say, every time we communicate with a customer, it's an opportunity to create an experience. We don't offer it, we don't take that opportunity. But it is an opportunity. If you're sending a customer an invoice if you're sending them a contract. If you're having to call a customer, email customer, there's always an opportunity to create an experience where one doesn't exist. And I think the companies that people really tend to love have figured that out and have figured out how to be truly personalized, not just pretending to be personalized. You and I were talking about this before we started recording about how many times I'm referred to as Daniel by banks and what have you which to them sounds like personalization but to me sounds like nails on a chalkboard because no one calls me Daniel other than my mother when she's mad at me. So I don't want to be called Daniel but they've never taken the time to ask me what I prefer to be called. So it's little things, but it establishes a person analogy. It's kind of like having a colleague at work that's just totally dull, and answers you in like one word sentences. And like, it's just it's like pulling teeth talking to that person versus a colleague who's like kind of the, you know, the office clown, right? Who do you want to hang out with? Right, the Office Cloud is going to be a lot more fun. And you're going to want to spend more time with that person. And brands are way too often just too stoic and too boring. And I love the word boring because I get lots of people that come up to me after my speech and say, Everything's great. But I'm in a boring industry. Like, yeah, I worked in financial services, I worked in insurance, like, those are pretty boring industries as well, but they don't have to be boring. They just are. And one great way to stand out is to not be like everybody else.

Shark 15:50
Yeah. Now, after what we were talking about earlier, makes me think I can really remember anybody even asking for nicknames anymore. every blue moon, I'll get one that says, hey, shark, if I put it up there, but it's, it's rare, and they're just getting my name wrong. So how do we make these more immersive?

Dan Gingiss 16:06
So being immersive is about creating a consistent experience throughout the journey. If you've ever had the occasion to say buy a b2b software service, right at work, you get to know the salesperson, you you will often make a decision because you'd like the salesperson I mean, we buy from people that we like that's human nature, you go to sign the contract. And you know, you've got a little bit of fear of buyer's remorse, oh, man, I hope I hope this is the right decision. I don't want my boss mad at me, whatever. And then as soon as you sign the contract, that salesperson that you really liked, kicks you over to a different team, and says later, I'm going to I got to go sell somebody else. Well, how does that make you feel? Right, you're sitting there saying, Man, I hope I made the right decision. And I bought it because I liked shark, the salesperson. And now the second my the ink is dry shark is off to somebody else doesn't care about me anymore. And so, it being immersive is looking for those moments where there are handoffs, or transitions in the experience and making sure that they remain smooth that you don't leave your customer standing there being like what just happened? Because unfortunately, it happens quite a bit. Sometimes we go, we know that a lot of people shop across channels, right? You might start in the store, look something up on your phone, and then go home and go to the website. Well, if all of the information isn't the same, if there's different prices, and all of those places, for example, that's a really confusing experience being immersive. Be sure it all fits together.

Shark 17:43
Shareable ideas, what were some of your favorite shareable ideas that you uncovered? And how should marketers go about using those?

Dan Gingiss 17:51
Sure. So I should say the book is filled with real life examples. That's to me, that's the the most fun way to learn and the most fun way to teach. And so for this answer, I'm going to give you one of those examples. So I took my son to Fleming steakhouse for his 50th birthday, it was his choice, and we walked in and the M the, not the MC, the maitre d maitre d, gosh, the maitre d, we walk in and the maitre d hands, my son, a birthday card that is signed by the staff. And I have to admit, I was pretty impressed. I had not seen that before. It's it's tough to impress the CX person, but I was impressed. Well, what was interesting about that, besides from the card being cool, is it during dinner, there was this anticipation about what was going to happen after dinner. Even my younger daughter said, Boy, if they gave mark a birthday card, they're probably not going to just do a slice of cake in a candle like they're going to do something really cool after dinner. So the card had the dual effect of being a nice gesture in itself and creating this anticipation during dinner. Well, Fleming's did not disappoint, they came out with a box of four handmade chocolates made in their kitchens, sitting on a plate with Happy Birthday spelled out in cocoa powder. And instead of a candle, they had a sparkler, because we all know that a sparkler is so much cooler than a candle. Now I'm telling you shark, because I was there. No one told us to do this for people at the table. Everyone grabs their phone. We all take a picture of this beautiful desert with a sparkler. The adults share it to Facebook, because that's what we adults do the kids share to Snapchat because that's what the kids do. And boom, Fleming's has four positive word of mouth mentions from a single event. And all they did was they looked at what is already a very nice gesture. I'm not saying that a slice of cake and a candle is a bad thing. It's just that every restaurant does it. So it's not shareable. But when you turn it into even just that switch from the A candle to the sparkler makes it totally shareable. And I noted when I took a picture of the sparkler, because our cameras are so powerful these days, you can see each individual spark in the picture like it's really cool. That's what makes it shareable. It's so I asked people to use this as a metaphor, look for a place in your experience where you've got a candle, and you can elevate it to a sparkler. It's not more expensive. It's not more complex. It's just more worthy of sharing.

Shark 20:28
Last but not least, though, that also really ties into extraordinary. Yeah. How do companies in general, should they? I mean, sort of continue this, if you will, how do they make those experiences extraordinary,

Dan Gingiss 20:39
so extraordinary is about taking the ordinary and making it a little bit better. And remembering that most customer experiences that we have, are ordinary, that's why we don't share them, right? We know that people share very positive experiences and very negative experiences. Nobody has ever said, Let me tell you about the perfectly average restaurant I went to last night, that just doesn't happen. So if everyone else is ordinary, and chances are your competitors are pretty ordinary, being extraordinary just means being a little bit better than them. It doesn't necessarily you don't have to shoot for the moment. And I like to tell people that customer experience does not have to be a multi year multi million dollar transformational thing, it can just be a series of little things. And if you, especially if you can build a culture, and teach your employees that everyone can have an impact on customer experience, as you start to make these little things happen, they add up to a lot. And so a candle to a sparklers not a big thing, it is a little thing. But it's a big difference. And and you've also hit on a point that experiences can be different parts of the wise method methodology. They can be witty and shareable and extraordinary together. In fact, the more you stack them, the better the experience is, even though you really only need one of them to create an experience.

Shark 21:57
Most importantly, though, towards the experience, was the steak extraordinary.

Dan Gingiss 22:02
Oh, of course, it was yeah, the dinner was delicious. Everything was great. This service was watch can

Shark 22:08
get lost in the conversation when we think about all the packaging and all the other stuff. But eventually it's that promise.

Dan Gingiss 22:15
Absolutely. And that's true is that, you know, sometimes, if you think about your favorite restaurant that you go to your favorite steak restaurant, right? It's so consistently good that it is almost hard to stand out, because you go in with the expectation that it's going to be consistently good, and it is consistently good. But you know what, that's why you come back. And so, you know, the thing about especially as we talked about shareable, right is that even if the customer doesn't share the fact that they're coming back again and again, and you know, our mutual friend, Shep Hyken, his new book is called I'll be back, right? That in and of itself is a huge business driver. So even if they don't go tell anybody else, the fact that they keep coming back is obviously great for business

Shark 22:58
agreed? Well, you conclude towards the end with a couple of chapters about implementing this at your company, as well with eliminating pain points, any high level points that we can look at for eliminating those pain points.

Dan Gingiss 23:09
Ah, well, I think with pain points, the best way to find them is to become a customer of your own company, if you can at all, if you absolutely can't, then you need to attach yourself at the hip to an existing customer and kind of go through the process with them. And I mean, I want you to go through every process. If you have a website, I want you to register for your own website, then I want you to forget your password and go through the Forgotten Password process. Because we all know how fun that is. Right? I want you to be a customer and see what annoys you. And if it annoys you, I promise you, it's annoying your customers as well. And so as we as we pick apart the things that are creating these pain points, we can eliminate them. And I give a long example of when I was at Discover card and did this and we won the JD Power award for the first time. And I believe this was absolutely connected is, you know, customers understand today that companies will make mistakes. I actually think for the most part, customers can be pretty forgiving. It depends on what happens when you make you know what happens next, how do you resolve the mistake. But ultimately, we also don't appreciate death by 1000 paper cuts like at some point, if you just keep aggravating me a little bit at a time, I'm just going to throw up my hands. And I'm going to say I'm just going to go somewhere else because I'm kind of tired of this. And so that's why eliminating pain points is such an important piece of the puzzle.

Shark 24:35
Well, if you're any decent sized company, become a customer and try to hunt for the phone number to find somebody to help you fix your problem.

Dan Gingiss 24:42
Oh, you know, it's so funny. You mentioned that because I think I briefly mentioned this in the book, one of the companies I worked for the executives all had their own personal customer service number that they could call that was basically the VIP line it got him to a supervisor and I remember being asked to If I wanted access to it, and I said absolutely not, I want to call I want, I want the experience just like a customer gets it. Because I want to know what it's like to either wait on hold or to get to a representative that maybe can't answer my question. And, you know, whatever. If you're, if you're a CEO, and you go through the VIP line every time How can you possibly relate to what your customers go through?

Shark 25:21
So you as a speaker, I'm curious, what stories in the CX world resonate best with your audiences on stages?

Dan Gingiss 25:29
Great question, I will tell you the brand that sticks out the most, and that more people than any other brands that I talked about, come up to me afterwards and say, I gotta tell you, my story is chewy, Chewy, is the online pet supplies company and right a pet owner. Yeah, chewy. I mean, they do so many amazing things, I don't even know where to start. They're very, they're well known for what a pet dies, they send flowers and a condolence card, think about that the customer just ceased becoming ceased being a customer and they're sending them flowers. But they're smart, because they know that almost every pet owner down the road is going to get another pet. I tell a lengthy story in the book about a woman who left a negative review about a product that isn't even Julie's product. And what happened next was unbelievable. In terms of just the service level, and how, how they were able to turn a negative experience into brand advocacy. And that's the brilliant part right is like, Oh, this woman actually had a bad experience, she bought a product that she didn't like from you. And now she loves you even more. Amazing, right? That's what chewy is so good at doing. And they've just built it in, they built it into every touch point, they built it into their culture, their their employees are. And they're all pet lovers. So they can relate really well. And it feels like you're buying from a friend, because they they know pets. They know. It's like to have pets, they, you know, they, they ask you, if your pets, and then they use it in their communication, you know, and they say how's my dog? You know, our Oh, my Alma is up for her medicine is up for renewal or whatever it is. And it's just such a great experience working with them. So they're, they're one of those companies I lot of people respond well to.

Shark 27:21
So one of the things you offer, it's a freebie is the 10 day CX challenge. What tell us about that?

Dan Gingiss 27:28
Yes, it's part of the book. But it is also available to your listeners as well just go to 10 day CX challenge, calm and use the number 10. And every day, you're going to get a 92nd video from me, but you actually don't have to look at my ugly mug, you can just listen to me, because it's a it's one of those whiteboard videos where you get like the hand drawing on the whiteboard. And every day there is a new tactic that you can grab the team. It's actually a fun team building activity, but a new tactic that you can employ at your company that is easy to do. It's not expensive, you can start doing it that day. And when you do all 10, you've really made a whole lot of progress to becoming a customer centric company.

Shark 28:09
Great. Well, Dan, you're in Chicago land. And so that's waters a little colder up there. But I asked this, of all of my guests on A Shark’s Perspective. What is your favorite kind of shark and why? Do you have favorite shark story? You met Barbara Corcoran?

Dan Gingiss 28:26
I always get to say that's where I was going on Mark Cuban is my favorite shark for sure. And Barbara, I did get to meet Barbara and get a signed copy of her book and I was the only one in the line of 300 that gave her a signed copy of my book. Because I was like why not? But But yes, I I do not swim with the sharks nearly as often as you do. But I do watch Shark Tank and a lot of it and Mike I watch it with my kids. I think it is great. It's great programming for kids and teens to literally to just believe that they can they can do anything with a great idea

Shark 29:03
could not agree more. Well Dan, this is special time the show where we get to know you a little bit better. Are you ready for the five most interesting and important questions that you're going to be asked today? I am ready. Alright. Your family's old business appeared in the scene of the Blues Brothers. So question number one is Dan Akroyd or John Belushi?

Dan Gingiss 29:24
Definitely Belushi and I just saw Ackroyd

Shark 29:27
in the new Ghostbusters, the new ish Ghostbusters movie still reminded me of Belushi and how brilliant he was.

Dan Gingiss 29:34
Yeah, and I'm still I'm a fan. One of my favorite unsung movies is taking care of business, which stars Jim Belushi and as you mentioned, I from Chicago, the company in that in that movie, so that's one of the reasons I love it.

Shark 29:49
Alright, so I've asked this question to somebody in the CX customer service world as well. It reminded me when you said that you'd worked for McDonald's or with him on marketing stuff. Number two is quarter pounder or the big neck.

Dan Gingiss 30:03
Absolutely. The Quarter Pounder don't even have to think about it. I think that's the best sandwich on the menu with cheese.

Shark 30:08
Best sandwich in relative terms, though. I'm there, man Donald's menu. Yeah, I'm there man.

Dan Gingiss 30:14
Yes, yes.

Shark 30:15
All right, number three, you're licensed bartender. Which of these difficult to make drinks would you prefer making if asked by a customer to choose the Commonwealth? Or the Ramos Gin Fizz?

Dan Gingiss 30:32
I meant to be perfectly honest, I probably couldn't make either one of those right now. But I am a gin guy. So I'm gonna go with the gin Fez.

Shark 30:40
Okay, so the Ramos is the one down in New Orleans where they shake until you can't shake anymore. And the Commonwealth has 71 ingredients. This was according to liquor calm, it's two of the five most difficult ones to make. And I would just take a good old whiskey sour or fair enough, something like that. So I read on your site where you'd send the national anthem at three major league baseball stadiums, which stadiums were the

Dan Gingiss 31:06
Wrigley fields, whatever they're calling Comiskey Park these days and Miller Park up in Milwaukee.

Shark 31:13
Okay. Great stadiums. So with you being such a big baseball fan, if you had a choice of baseball movies to watch, which would you choose? Will go west of you Field of Dreams or east of you with Major League.

Dan Gingiss 31:27
So I'm glad you mentioned that one major league. It's not just my favorite baseball movie. It is not just my favorite sports movie. It is my favorite movie. Really? Yeah. So Major League for the win.

Shark 31:38
I just watched the game not that long ago. Be glad I didn't ask you, rookie of the year with a Cubs or men out with Whiteside so,

Dan Gingiss 31:45
I'll tell you a major league I hope I think hopefully you agree it holds its own all these years later. It's still funny. It's still relevant.

Shark 31:53
So many actors to that they're still big today when Wesley Snipes. Yeah. Tom Berenger so many good actors, Rene Russo, Bob Euchre, one of the most brilliant announcers of all time, and that movie was fantastic. Absolutely. Alright. And number five in the most important question you're going to be asked today is biscuits or cornbread.

Dan Gingiss 32:14
Ooh, ah, it's a tough one. I'm gonna go with cornbread. I had to choose.

Shark 32:19
You're in corn country, so it makes sense. And where can people find out more about you get a copy of the book, keep up with what you're doing and more there.

Dan Gingiss 32:29
So dangingiss.com is the best place it's da n g i n g i s s, also very active on LinkedIn and Twitter, especially. The book is available at Amazon, Barnes and Noble books, a million wherever you want to buy books, and we didn't talk about it. But the are in my wiser framework is being responsive. And I practice what I preach. So if you reach out to me, I will be happy to respond to you. If you have questions or comments. Dan at Dan King comm we'd love to connect.

Shark 32:58
Great point. Dan, thank you so much again for being with us today on a shark's perspective.

Dan Gingiss 33:04
Thank you Shark.

Shark 33:10
So that was my conversation with Dan Gingiss is a keynote speaker, customer experience coach, and the author of “The Experience Maker: How To Create Remarkable Experiences That Your Customers Can’t Wait To Share.” Let's take a look at three key takeaways from my conversation with him.

Shark 33:23
First, I love this quote from Dan. "I'm a believer having coming out of corporate America that all marketers need to be well versed in customer experience." I share that belief having worked in corporate America for multiple brands, as well for agencies and consulting firms, for publishers in big data, and as a solopreneur and entrepreneur. We all should find a better way to understand the world our customer sees customer experience begins before they become a customer and marketers have a role with that in promise to customers.

Shark 33:51
Second, in a side conversation, I told Dan offline how much I appreciate the b2b comment with responsibility to the customer of your customer. I've said this many times on the show agencies own some of the responsibility. Again, it's part of that promise. And remember, every agency on the planet says that they are in air quotes and extension of your team. You have to think about the end customer and not just the b2b logo or building as he said, when you're selling this promise, that understanding makes it incredibly important for all marketers to understand.

Shark 34:23
Third, we as customers are tired of marketing tired of the campaign's your consideration and I cover a lot of this my upcoming book should also include consumers who are part of that experience but haven't bought yet. Then ask if your customers later will enjoy your marketing or do they skip forward like everyone else until they end up in the arms of another brand? So show them more love?

Shark 34:44
Got a question? Send me an email to Kenneth@asharksperspective.com.

Shark 34:48
Thank you again for the privilege of your time.

Shark 34:50
I'm so thankful to everyone who listens.

Shark 34:52
Please consider writing a review and let me know your thoughts on the show.

Shark 34:55
It's time to go out there and create a remarkable experience of your own. And I hope that you'll join us on the next episode of A Shark’s Perspective.
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