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Understanding what "customer experience" or "patient experience" truly means might be the most powerful competitive advantage you're overlooking. Despite being a buzzword in businesses worldwide, when asked to define it, most leaders draw a complete blank. This fundamental disconnect prevents organizations from delivering the transformative experiences that turn ordinary customers into passionate advocates.
Customer experience isn't just having friendly staff—that's merely one ingredient in a complex recipe. The true psychological definition is "the totality of cognitive, effective, sensory and behavioral responses of a customer during all stages of the consumption process." This encompasses every single touchpoint before and after purchase. While hospitality skills and customer service are components, neither captures the comprehensive journey that shapes how people perceive your brand.
The most successful businesses—from five-star hotels to Michelin restaurants—understand this distinction. They don't obsess over financial metrics; they obsess over creating exceptional moments at every interaction point. This mindset shift produces remarkable results: when you focus on crafting extraordinary experiences, sales and referrals naturally follow. The organizations fixated on experiences consistently outperform those fixated on numbers.
This same principle applies equally to employee experience. Your team members experience a journey with touchpoints before and after being hired, each one shaping their engagement and performance. The culture you create directly impacts how well they'll deliver exceptional customer experiences when nobody's watching. True leadership means mapping these journeys, identifying every interaction, and finding ways to make each one uniquely valuable.
Ready to transform your approach? Map every customer touchpoint, evaluate how each compares to competitors, and remember that regardless of your industry—you're in the people business first. Join us at our upcoming Nashville event to develop the skills needed to implement this experience-focused mindset across your organization.
Welcome to the Brian Wright Show, a podcast downloaded in 127 countries. This podcast, formerly known as the New Patient Group Podcast, is dedicated to entrepreneurs, their team members and their families but for anyone wanting to transform their life, career and/or business in the new economy.
The Brian Wright Show Podcast is hosted by globally renown motivational speaker, business consultant and life coach, Brian Wright. He is a trusted consultant and speaker for some of the biggest name entrepreneurs and corporations in the world, including AlignTechnology, the makers of Invisalign. He has been featured in Forbes, CNBC and The National Journal. He is currently the Founder & CEO of New Patient Group and also WrightChat. He is married and has two children.
New Patient Group - The Employee & Patient Experience Co.
A company designed to help orthodontists, dentists and other types of Doctors create
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:01):
Welcome to the Brian Wright Show Audio Experience, a
podcast dedicated totransforming lives, careers and
businesses, and now your host.
He's a husband, father of two,an international business and
life coach, the founder and CEOof New Patient Group and Wright
(00:22):
Chat, and a consultant andglobal speaker for some of the
finest companies in the world,such as Invisalign and many
others.
Now here's your host, brianWright.
Speaker 2 (00:34):
Hey everybody, welcome inside the broadcast
booth, brian Wright here, theBrian Wright Show, and welcome
in to another edition of thepodcast.
Today's going to be a short oneand it's all about my mom.
All right, it's not all aboutmy mom, but she's the one that
triggered today's episode,wanted to get one out.
It kind of puts some end tosome confusion out there that I
believe a lot of you have.
(00:54):
I hear this terminology thrownaround.
I'm going to have longer, muchmore in-depth podcasts about
this and, honestly, if you goback and listen to all of our
podcasts, all of them really areabout all the touch points and
interactions about what I'mgoing to talk about.
But I want to clear somethingup.
I hear the words hospitality,experience, customer service,
(01:15):
things like that thrown all overthe place and when you ask
people what is the definition ofany one of those words, nobody
can give you the definition.
I asked last year at AlignSummit I think it was in October
.
I spoke at Invisalign Summitand a great event they always
are.
Those are some first-classevents to go to, but the theme
(01:37):
was experience matters and Iasked 15 people there what is
the definition of experience andnot one of them could answer
the question and if you reallythink about it, you may be
listening right now, going welldamn, I don't even know the
definition.
That's something I want to begood at.
I find it important to delivera good experience to my
employees and my customers, orthose that I want to become
(01:59):
customers or patients of mine,but I don't know the definition.
Today I'm going to clear it up.
My mom, we're sitting at dinnerand it was over, and some of
you have heard me talk aboutthis already.
I have several podcasts comingbecause this is a really
intriguing thing for me, basedon what I teach is that right
down the stream is 20 minutedrive from our house in Colorado
Springs, is the only five star,five diamond hotel resort in
(02:21):
the world and you want to talkabout a place that makes any
other business just go.
Uh, I thought we were good, butnow I know there's a whole
nother level to get to.
That's the place to go to.
You take your team there.
It is ridiculous.
Well, the Italian place there,ristorante del Lago, is a very
(02:42):
good restaurant restaurant andthe podcast, the head chef and
waiter or podcast listeners ofmine, and they implement a lot
of the things that we teach allof you out there and it's really
cool.
So it's cool to go there, it'scool that they listen to the
podcast, all that stuff, blah,blah, blah.
But we're eating dinner andmom's like, after all these
years, you've told me a milliontimes what you do, but I still I
(03:04):
don't know.
I don't know what it is and I'dlaugh every time she says that.
But I told her, you know, look,for years it was really hard to
explain what we do, because wedo a lot, we teach a lot and and
many of you out there that arecustomers know the program is
really infinite.
It is an ongoing marathonjourney that never has a finish
line because customer experienceand employee experience there
(03:29):
is no finish line.
You don't go to an event andcome back and go okay, I'm the
best leader of all time, I cancheck it off, I don't need to
work on it anymore.
Or sales skills or hospitalityskills those are infinite things
.
So when you hire us, the goalis us to be a division of your
business that is constantlyworking on things with you,
walking you through the journey,holding you accountable role,
(03:50):
playing with your team, doingthings that 99.9% of businesses
in any industry wouldn't eventhink of, because their mindset
is we just need more customers,more new patients, more
advertising Meanwhile, theydon't need any of that.
More new patients, moreadvertising Meanwhile, they
don't need any of that.
So what I told her, and summedit up very easily, is I teach
(04:14):
employee and customerexperiences for a living.
Now, today, I'm going tobriefly mention employee
experiences and how it fits intothis journey and this
definition of experience thatI'm about to give all of you and
the true psychologicaldefinition.
But the main point today isfocusing on customer experience
and the definition of that anddiving in Because I don't want
any of you out there especiallyyou know our family members, our
(04:35):
customers sometimes it goeseasily forgotten exactly what it
is you need to focus on in yourvision and what you should do
to truly motivate your team andthings like that.
So I want to dive back intoreally what this definition is
today to refresh a lot of yourmemories as well as all of you
out there.
And like I said in the lastepisode I think it was the last
(04:57):
episode we have downloads now ofthis podcast in 127 countries
and territories, which is justamazing, and it keeps growing,
and I want to make sure, becauseI can promise you the vast
majority of listeners out thereand those that watch too on
YouTube hey there, everybody is.
You don't know the definition ofthis and you run around blind
(05:18):
in your organizations throwingthese words around, like
experience and hospitality andcustomer service, and all three
of those are different.
I'm going to talk more aboutthat here momentarily.
But you need to know exactlywhat it is that you're striving
for.
You can't just throw theseterminologies around.
They're not going to meananything.
They're not going to meananything to you, they're not
going to mean anything to theteam.
(05:39):
You're going to run aroundblind.
You're not going to have anygoals.
It's just not going to makesense and it's not going to come
together for you as anorganization Employees out there
too.
When I'm about to talk about andgo into this definition, this
is why this podcast has so manyemployees that listen to this,
because these are the thingsthat, if you can fully grasp how
(06:01):
important you are and how everyword you speak can make or
break a sale, it could make orbreak a referral.
It could make or break whethersomebody goes from a patient or
a customer to a super fan, whichis what all of your goals
should be is how do you takesomebody that's just a customer
or just a patient and turn theminto a fan?
And that goes way beyond thefinal clinical result.
(06:22):
It goes way beyond the food asa chef, it goes way beyond your
product and your service.
And I want to clear up thedefinition for all of you so you
all have a 100%, fullcomprehension of exactly what
customer experience is, becauseI think so many of you out there
think that customer experienceis your people being nice I hear
(06:46):
it all the time at events orpeople that call us, they
schedule an online consultationwith us, or I come off stage and
they're talking to me andthings like that and the
misconception big time is that,oh yeah, judy that sits up front
, oh, she's so sweet, ourcustomers love her.
So boom your mind right.
(07:07):
There doesn't even go to well.
Guess what?
That's one piece of athousand-piece recipe.
Customer experience defined isthe totality of cognitive,
effective, sensory andbehavioral responses of a
customer during all stages ofthe consumption process.
(07:27):
So this refers to everytouchpoint a consumer has with
your business pre-purchase andpost and that, everybody is the
definition of experience.
You can't jumble that withhospitality, because hospitality
is a skill set that is taughtas well as there's a lot of
(07:47):
inheritable traits that comewith it.
Hospitality is an ingredientthat goes into making sure every
single one of those touchpoints before and after purchase
is exceptional.
Customer service is when youget what you want by delivering
more than expected right.
So that's a scenario where yourbusiness wins, but your
(08:09):
customer, or those you want tobecome customers, believe they
received more than expectedduring every interaction of the
consumption process, pre andpost sale.
Hey everybody, brian Wright,let's step away from today's
podcast.
Hope you're enjoying it andobviously the theme today is
customer experience as well asemployee experience.
I'm going to mention a littlebit down the road in today's
(08:29):
episode.
But, speaking of experiences,we have the Ultimate People
First Business event coming yourway.
We've got the Ultimate CustomerEmployee Experience event
coming your way and it's ouriconic event this year in
Nashville, tennessee, actuallyon my birthday weekend.
So come celebrate my birthdayin Nashville with us.
It's gonna be a beautiful hoteland it's a full team iconic
(08:51):
event.
Gonna.
Put the link in the descriptionbelow.
Click that, go check it out,learn more, schedule a free
consultation with us so we canexplain how your team and you
will benefit greatly from thisevent that is unlike anything
that you will ever attend.
If you think Michelin starrestaurant experiences,
five-star hotel experiences andhow those experiences those real
(09:13):
sales skill sets, hospitalityskill sets, leadership skill
sets imagine how thoseimplemented into your business,
into your practice and our niche, could help transform your
business, your practice, toattract and create a better
culture, attract more newpatients, increase conversions,
sales at a higher price, revenue, patient compliance, all the
(09:33):
stuff.
This is going to be unlikeanything you've ever attended.
So make sure to click the linkbelow, schedule a consultation
with us, and it's going to begreat to see you there because
you'll be able to interact withall of our customers that are
coming, that have been with usfor years, that are already
developing and implement theskill sets, implementing these
in a high levels into theirpractices, and interact with
(09:54):
them and be able to see howtheir employees role play versus
how your employees role play.
And role play is a reallyimportant topic because all the
events you've probably been tobefore massive audiences, you're
switching speakers, things likethat, no personal attention
this event your team's going tobe role-played with, practiced
with, put into difficultsituations, every scenario you
(10:15):
can think of.
So they come back armed withthe real skill sets to actually
implement the ideas.
Because you've all been toevents where you say, hey,
that's a good idea and you don'timplement squat, this event.
You're going to implementthings at a very high level
because we're going to practice,give you the personal attention
, the skills necessary andrequired for you to go back to
your practice and make realchange happen.
(10:37):
So we hope you see you there.
Like I said, come celebrate mybirthday with me.
Hope to see you and your entireteam in Nashville, tennessee,
this coming October.
And now let's get back totoday's podcast.
So these are different skillsets, right, just like sales, in
order to maximize your successand get what you want by
delivering more than expected,all members of your team,
(10:58):
regardless of position right,they need to be trained on
high-level sales skill sets,right.
Right.
So, when you look at thecustomer experience journey
before and after, and thatconsumption in that consumption
process, this is why yourculture is impeccable, right,
this is why ongoing leadershiptraining is so critical, because
if your leaders don't know howto create the right culture and
(11:20):
part of that culture is happypeople that feel taken care of,
they feel safe, right.
They feel part of that cultureis happy people that feel taken
care of, they feel safe, right,they feel part of something
that's bigger than numbers,right?
So many of you just you knowyou're so freaking focused on
numbers that you're making theteam miserable because you're
not motivating them right.
But that's why you've got to bea great leader to define and
set the right culture.
So when you're not looking, theemployees will go and implement
(11:42):
the sales, hospitality,communication, verbiage,
presentation psychology, so theyknow what to say, when to say,
how to say, why to say.
That's what that psychology is,and I could go on and on.
Those skill sets that we teachall of you are amazing skill
sets backed by years upon yearsof expertise and proven
(12:03):
expertise and proven success.
But if you don't have the rightculture, this consumption
process of every interaction upto sale and after, the employees
are not going to implement itat a high enough level for it to
work and create a famous brand.
Digital marketing is anotherpiece I get asked all the time
why do you do digital marketingand coaching?
(12:24):
Well, it goes back to thefounding principle of this
company and it is customerexperience.
We want to help you controlevery interaction before and
after sale.
So digital marketing is a partof that consumption process.
It's part of the consumptionprocess as people shop for you,
of that consumption process.
(12:44):
It's part of the consumptionprocess as people shop for you.
But if you get really innovative, even more importantly, you can
use digital marketing to getpeople who just scheduled to
actually show up to theirappointment, their reservation,
whatever it is.
You can use digital marketingto shorten appointment times in
your office.
You can use digital marketingto educate your customers about
the food.
Obviously, in our niche we usethat to reduce the start
(13:07):
appointments for the Invisaligndelivery appointment, brace's
delivery appointment, whateverelse you're doing, because so
many times your assistants aresitting there repeating
themselves a thousand times.
Your patient isn't evenlistening and then you wonder
why they're not compliant.
And then you wonder why they'renot compliant.
Well, if we use really coolvideo marketing, we can not only
get them to retain theinformation better, be compliant
(13:27):
at a higher level, but now weshrink the appointment times at
the same time.
Now the beauty is, as peopleare watching that and your views
are going up, you get thebackdoor play and get more new
patients because you get bettervisibility on YouTube and Google
as new patients search for you,because they're all intertwined
right, and today's not theepisode for that.
(13:50):
Today is purely what is customerexperience right?
And that's what I read and, asa leader of your organization,
these are the things that youmust focus on.
You cannot focus on numbers,right Numbers.
It's like focusing on theweight scale.
You cannot control it, but yousure as hell can control
reducing calories, liftingweights more, doing more cardio,
holding yourself accountable.
That you can control.
So if your focus shifts to thecontrollables, you win.
(14:14):
If your focus shifts toconstantly talking about
customer experience with yourteam, you're going to win,
because that in itself willbuild a better culture, because
you're not finite-minded,building everything around
numbers, you got to buildeverything around experiences.
And when you think this waysales and referrals and
compliance and all these thingsthey start to take care of
(14:35):
themselves.
It's kind of an amazing thingthe people that worry about the
numbers typically don't succeed.
The people that worry about theexperience crush the people
that are worrying about numbers,while they're not worried about
the numbers, they're worriedabout experiences.
About the numbers, they'reworried about experiences.
And for all of you understandingthe true definition, the
(14:55):
psychological, by-the-bookdefinition of customer
experience.
By you understanding that andfocusing on it, you instantly
become like a Michelin starrestaurant and a five-star,
five-diamond hotel, like theBroadmoor that I was referencing
earlier.
These are their focal points,those are what they obsess over.
They obsess over the technology, the communication, the
(15:17):
verbiage, the presentation, thepsychology, hospitality, sales,
skill sets, et cetera, et cetera, et cetera, via every
touchpoint along the consumptionprocess.
And I wanted to do a shortpodcast today to just clarify
this.
Stop using the word experience,everybody, when you don't even
know what it is right.
Today you learn the truedefinition of customer
(15:38):
experience and if you want toknow the true definition of
employee experience, it's theexact same thing, right, it's
how their consumption, via everyinteraction they have with your
business, they have with yourpeople, they have with each
other right Throughout the wholejourney, right Prior to them
being hired and after right.
And all of these I'm going tocreate multiple podcasts within,
(16:02):
because that last one that Ijust said about employee
experience, that is a topic thatwe could go very, very much in
depth with.
But not only do you have aconsumer-customer journey before
and after sale, you also have aconsumer-employee journey
before and after hire, and Iwant you guys to always remember
that.
(16:22):
It's every touchpoint.
That is the definition ofcustomer experience and if
you're focused on it, you willwin.
It doesn't mean that you'regoing to have your greatest year
every year, but you will alwayswin the infinite journey and
definitely beat thefinite-minded people.
I hope everybody enjoyed thisbrief podcast today, but very
impactful and very powerful.
Hopefully for all of you towalk away going.
(16:43):
Now I know what the truedefinition of customer
experience is.
Now I've got to go make surethat every touch point of that
consumption process leading upto sale, to increase sales and
then after to increasecompliance and referrals and
video testimonials and five-starreviews and turning customers
into fans, patients into fans Ifwe focus on that, we are going
(17:06):
to crush it.
If we invest the money to focuson that, we are going to crush
it.
Shift the mindset.
I'm glad you know what customerexperience is now and, as
always, thumb this video up ifyou're watching on YouTube.
Make some comments for us.
Share it with friends,colleagues, family, anybody
wanting to transform life,career and business.
Same with all the audioexperience channels out there.
If you're listening, write us afive-star review.
(17:27):
Thanks for the followingeverybody.
We keep rocking it.
Like I said last podcast up to127 countries.
We have downloads in now.
We keep growing, so I hopeeverybody enjoyed today.
Focus, focus, focus on thisconsumption journey.
Every interaction I want you tothink about, every interaction.
I want you to map it out beforeand after sale.
And I want your goal to be howcan we make every one of those
(17:50):
interactions unique compared toanywhere else they could spend
their money?
Forget about your own industry,look beyond and if you're being
a true people business, likeall of you are, no matter if
you're a restaurant, if you'rein our niche in orthodontics and
dentistry and other specialtypractices, all of you, no matter
what industry you are, nomatter what product you have, no
(18:11):
matter what product you have,no matter what service you have,
you are all in the people firstbusiness and you need to make
sure that everything you aredoing, via every interaction
leading up to sale and after, isshowcasing your people business
in a more unique, innovativeway than anybody and everybody
else out there would ever evendream of.
(18:31):
All right, do it, you will win.
We will see everybody on thenext episode of the Brian Wright
show.
Talk to everybody soon.
Bye-bye.
Welcome to the Brian Wright Show Audio Experience, a
podcast dedicated totransforming lives, careers and
businesses, and now your host.
He's a husband, father of two,an international business and
life coach, the founder and CEOof New Patient Group and Wright
(00:22):
Chat, and a consultant andglobal speaker for some of the
finest companies in the world,such as Invisalign and many
others.
Now here's your host, brianWright.
Speaker 2 (00:34):
Hey everybody, welcome inside the broadcast
booth, brian Wright here, theBrian Wright Show, and welcome
in to another edition of thepodcast.
Today's going to be a short oneand it's all about my mom.
All right, it's not all aboutmy mom, but she's the one that
triggered today's episode,wanted to get one out.
It kind of puts some end tosome confusion out there that I
believe a lot of you have.
(00:54):
I hear this terminology thrownaround.
I'm going to have longer, muchmore in-depth podcasts about
this and, honestly, if you goback and listen to all of our
podcasts, all of them really areabout all the touch points and
interactions about what I'mgoing to talk about.
But I want to clear somethingup.
I hear the words hospitality,experience, customer service,
(01:15):
things like that thrown all overthe place and when you ask
people what is the definition ofany one of those words, nobody
can give you the definition.
I asked last year at AlignSummit I think it was in October
.
I spoke at Invisalign Summitand a great event they always
are.
Those are some first-classevents to go to, but the theme
(01:37):
was experience matters and Iasked 15 people there what is
the definition of experience andnot one of them could answer
the question and if you reallythink about it, you may be
listening right now, going welldamn, I don't even know the
definition.
That's something I want to begood at.
I find it important to delivera good experience to my
employees and my customers, orthose that I want to become
(01:59):
customers or patients of mine,but I don't know the definition.
Today I'm going to clear it up.
My mom, we're sitting at dinnerand it was over, and some of
you have heard me talk aboutthis already.
I have several podcasts comingbecause this is a really
intriguing thing for me, basedon what I teach is that right
down the stream is 20 minutedrive from our house in Colorado
Springs, is the only five star,five diamond hotel resort in
(02:21):
the world and you want to talkabout a place that makes any
other business just go.
Uh, I thought we were good, butnow I know there's a whole
nother level to get to.
That's the place to go to.
You take your team there.
It is ridiculous.
Well, the Italian place there,ristorante del Lago, is a very
(02:42):
good restaurant restaurant andthe podcast, the head chef and
waiter or podcast listeners ofmine, and they implement a lot
of the things that we teach allof you out there and it's really
cool.
So it's cool to go there, it'scool that they listen to the
podcast, all that stuff, blah,blah, blah.
But we're eating dinner andmom's like, after all these
years, you've told me a milliontimes what you do, but I still I
(03:04):
don't know.
I don't know what it is and I'dlaugh every time she says that.
But I told her, you know, look,for years it was really hard to
explain what we do, because wedo a lot, we teach a lot and and
many of you out there that arecustomers know the program is
really infinite.
It is an ongoing marathonjourney that never has a finish
line because customer experienceand employee experience there
(03:29):
is no finish line.
You don't go to an event andcome back and go okay, I'm the
best leader of all time, I cancheck it off, I don't need to
work on it anymore.
Or sales skills or hospitalityskills those are infinite things
.
So when you hire us, the goalis us to be a division of your
business that is constantlyworking on things with you,
walking you through the journey,holding you accountable role,
(03:50):
playing with your team, doingthings that 99.9% of businesses
in any industry wouldn't eventhink of, because their mindset
is we just need more customers,more new patients, more
advertising Meanwhile, theydon't need any of that.
More new patients, moreadvertising Meanwhile, they
don't need any of that.
So what I told her, and summedit up very easily, is I teach
(04:14):
employee and customerexperiences for a living.
Now, today, I'm going tobriefly mention employee
experiences and how it fits intothis journey and this
definition of experience thatI'm about to give all of you and
the true psychologicaldefinition.
But the main point today isfocusing on customer experience
and the definition of that anddiving in Because I don't want
any of you out there especiallyyou know our family members, our
(04:35):
customers sometimes it goeseasily forgotten exactly what it
is you need to focus on in yourvision and what you should do
to truly motivate your team andthings like that.
So I want to dive back intoreally what this definition is
today to refresh a lot of yourmemories as well as all of you
out there.
And like I said in the lastepisode I think it was the last
(04:57):
episode we have downloads now ofthis podcast in 127 countries
and territories, which is justamazing, and it keeps growing,
and I want to make sure, becauseI can promise you the vast
majority of listeners out thereand those that watch too on
YouTube hey there, everybody is.
You don't know the definition ofthis and you run around blind
(05:18):
in your organizations throwingthese words around, like
experience and hospitality andcustomer service, and all three
of those are different.
I'm going to talk more aboutthat here momentarily.
But you need to know exactlywhat it is that you're striving
for.
You can't just throw theseterminologies around.
They're not going to meananything.
They're not going to meananything to you, they're not
going to mean anything to theteam.
(05:39):
You're going to run aroundblind.
You're not going to have anygoals.
It's just not going to makesense and it's not going to come
together for you as anorganization Employees out there
too.
When I'm about to talk about andgo into this definition, this
is why this podcast has so manyemployees that listen to this,
because these are the thingsthat, if you can fully grasp how
(06:01):
important you are and how everyword you speak can make or
break a sale, it could make orbreak a referral.
It could make or break whethersomebody goes from a patient or
a customer to a super fan, whichis what all of your goals
should be is how do you takesomebody that's just a customer
or just a patient and turn theminto a fan?
And that goes way beyond thefinal clinical result.
(06:22):
It goes way beyond the food asa chef, it goes way beyond your
product and your service.
And I want to clear up thedefinition for all of you so you
all have a 100%, fullcomprehension of exactly what
customer experience is, becauseI think so many of you out there
think that customer experienceis your people being nice I hear
(06:46):
it all the time at events orpeople that call us, they
schedule an online consultationwith us, or I come off stage and
they're talking to me andthings like that and the
misconception big time is that,oh yeah, judy that sits up front
, oh, she's so sweet, ourcustomers love her.
So boom your mind right.
(07:07):
There doesn't even go to well.
Guess what?
That's one piece of athousand-piece recipe.
Customer experience defined isthe totality of cognitive,
effective, sensory andbehavioral responses of a
customer during all stages ofthe consumption process.
(07:27):
So this refers to everytouchpoint a consumer has with
your business pre-purchase andpost and that, everybody is the
definition of experience.
You can't jumble that withhospitality, because hospitality
is a skill set that is taughtas well as there's a lot of
(07:47):
inheritable traits that comewith it.
Hospitality is an ingredientthat goes into making sure every
single one of those touchpoints before and after purchase
is exceptional.
Customer service is when youget what you want by delivering
more than expected right.
So that's a scenario where yourbusiness wins, but your
(08:09):
customer, or those you want tobecome customers, believe they
received more than expectedduring every interaction of the
consumption process, pre andpost sale.
Hey everybody, brian Wright,let's step away from today's
podcast.
Hope you're enjoying it andobviously the theme today is
customer experience as well asemployee experience.
I'm going to mention a littlebit down the road in today's
(08:29):
episode.
But, speaking of experiences,we have the Ultimate People
First Business event coming yourway.
We've got the Ultimate CustomerEmployee Experience event
coming your way and it's ouriconic event this year in
Nashville, tennessee, actuallyon my birthday weekend.
So come celebrate my birthdayin Nashville with us.
It's gonna be a beautiful hoteland it's a full team iconic
(08:51):
event.
Gonna.
Put the link in the descriptionbelow.
Click that, go check it out,learn more, schedule a free
consultation with us so we canexplain how your team and you
will benefit greatly from thisevent that is unlike anything
that you will ever attend.
If you think Michelin starrestaurant experiences,
five-star hotel experiences andhow those experiences those real
(09:13):
sales skill sets, hospitalityskill sets, leadership skill
sets imagine how thoseimplemented into your business,
into your practice and our niche, could help transform your
business, your practice, toattract and create a better
culture, attract more newpatients, increase conversions,
sales at a higher price, revenue, patient compliance, all the
(09:33):
stuff.
This is going to be unlikeanything you've ever attended.
So make sure to click the linkbelow, schedule a consultation
with us, and it's going to begreat to see you there because
you'll be able to interact withall of our customers that are
coming, that have been with usfor years, that are already
developing and implement theskill sets, implementing these
in a high levels into theirpractices, and interact with
(09:54):
them and be able to see howtheir employees role play versus
how your employees role play.
And role play is a reallyimportant topic because all the
events you've probably been tobefore massive audiences, you're
switching speakers, things likethat, no personal attention
this event your team's going tobe role-played with, practiced
with, put into difficultsituations, every scenario you
(10:15):
can think of.
So they come back armed withthe real skill sets to actually
implement the ideas.
Because you've all been toevents where you say, hey,
that's a good idea and you don'timplement squat, this event.
You're going to implementthings at a very high level
because we're going to practice,give you the personal attention
, the skills necessary andrequired for you to go back to
your practice and make realchange happen.
(10:37):
So we hope you see you there.
Like I said, come celebrate mybirthday with me.
Hope to see you and your entireteam in Nashville, tennessee,
this coming October.
And now let's get back totoday's podcast.
So these are different skillsets, right, just like sales, in
order to maximize your successand get what you want by
delivering more than expected,all members of your team,
(10:58):
regardless of position right,they need to be trained on
high-level sales skill sets,right.
Right.
So, when you look at thecustomer experience journey
before and after, and thatconsumption in that consumption
process, this is why yourculture is impeccable, right,
this is why ongoing leadershiptraining is so critical, because
if your leaders don't know howto create the right culture and
(11:20):
part of that culture is happypeople that feel taken care of,
they feel safe, right.
They feel part of that cultureis happy people that feel taken
care of, they feel safe, right,they feel part of something
that's bigger than numbers,right?
So many of you just you knowyou're so freaking focused on
numbers that you're making theteam miserable because you're
not motivating them right.
But that's why you've got to bea great leader to define and
set the right culture.
So when you're not looking, theemployees will go and implement
(11:42):
the sales, hospitality,communication, verbiage,
presentation psychology, so theyknow what to say, when to say,
how to say, why to say.
That's what that psychology is,and I could go on and on.
Those skill sets that we teachall of you are amazing skill
sets backed by years upon yearsof expertise and proven
(12:03):
expertise and proven success.
But if you don't have the rightculture, this consumption
process of every interaction upto sale and after, the employees
are not going to implement itat a high enough level for it to
work and create a famous brand.
Digital marketing is anotherpiece I get asked all the time
why do you do digital marketingand coaching?
(12:24):
Well, it goes back to thefounding principle of this
company and it is customerexperience.
We want to help you controlevery interaction before and
after sale.
So digital marketing is a partof that consumption process.
It's part of the consumptionprocess as people shop for you,
of that consumption process.
(12:44):
It's part of the consumptionprocess as people shop for you.
But if you get really innovative, even more importantly, you can
use digital marketing to getpeople who just scheduled to
actually show up to theirappointment, their reservation,
whatever it is.
You can use digital marketingto shorten appointment times in
your office.
You can use digital marketingto educate your customers about
the food.
Obviously, in our niche we usethat to reduce the start
(13:07):
appointments for the Invisaligndelivery appointment, brace's
delivery appointment, whateverelse you're doing, because so
many times your assistants aresitting there repeating
themselves a thousand times.
Your patient isn't evenlistening and then you wonder
why they're not compliant.
And then you wonder why they'renot compliant.
Well, if we use really coolvideo marketing, we can not only
get them to retain theinformation better, be compliant
(13:27):
at a higher level, but now weshrink the appointment times at
the same time.
Now the beauty is, as peopleare watching that and your views
are going up, you get thebackdoor play and get more new
patients because you get bettervisibility on YouTube and Google
as new patients search for you,because they're all intertwined
right, and today's not theepisode for that.
(13:50):
Today is purely what is customerexperience right?
And that's what I read and, asa leader of your organization,
these are the things that youmust focus on.
You cannot focus on numbers,right Numbers.
It's like focusing on theweight scale.
You cannot control it, but yousure as hell can control
reducing calories, liftingweights more, doing more cardio,
holding yourself accountable.
That you can control.
So if your focus shifts to thecontrollables, you win.
(14:14):
If your focus shifts toconstantly talking about
customer experience with yourteam, you're going to win,
because that in itself willbuild a better culture, because
you're not finite-minded,building everything around
numbers, you got to buildeverything around experiences.
And when you think this waysales and referrals and
compliance and all these thingsthey start to take care of
(14:35):
themselves.
It's kind of an amazing thingthe people that worry about the
numbers typically don't succeed.
The people that worry about theexperience crush the people
that are worrying about numbers,while they're not worried about
the numbers, they're worriedabout experiences.
About the numbers, they'reworried about experiences.
And for all of you understandingthe true definition, the
(14:55):
psychological, by-the-bookdefinition of customer
experience.
By you understanding that andfocusing on it, you instantly
become like a Michelin starrestaurant and a five-star,
five-diamond hotel, like theBroadmoor that I was referencing
earlier.
These are their focal points,those are what they obsess over.
They obsess over the technology, the communication, the
(15:17):
verbiage, the presentation, thepsychology, hospitality, sales,
skill sets, et cetera, et cetera, et cetera, via every
touchpoint along the consumptionprocess.
And I wanted to do a shortpodcast today to just clarify
this.
Stop using the word experience,everybody, when you don't even
know what it is right.
Today you learn the truedefinition of customer
(15:38):
experience and if you want toknow the true definition of
employee experience, it's theexact same thing, right, it's
how their consumption, via everyinteraction they have with your
business, they have with yourpeople, they have with each
other right Throughout the wholejourney, right Prior to them
being hired and after right.
And all of these I'm going tocreate multiple podcasts within,
(16:02):
because that last one that Ijust said about employee
experience, that is a topic thatwe could go very, very much in
depth with.
But not only do you have aconsumer-customer journey before
and after sale, you also have aconsumer-employee journey
before and after hire, and Iwant you guys to always remember
that.
(16:22):
It's every touchpoint.
That is the definition ofcustomer experience and if
you're focused on it, you willwin.
It doesn't mean that you'regoing to have your greatest year
every year, but you will alwayswin the infinite journey and
definitely beat thefinite-minded people.
I hope everybody enjoyed thisbrief podcast today, but very
impactful and very powerful.
Hopefully for all of you towalk away going.
(16:43):
Now I know what the truedefinition of customer
experience is.
Now I've got to go make surethat every touch point of that
consumption process leading upto sale, to increase sales and
then after to increasecompliance and referrals and
video testimonials and five-starreviews and turning customers
into fans, patients into fans Ifwe focus on that, we are going
(17:06):
to crush it.
If we invest the money to focuson that, we are going to crush
it.
Shift the mindset.
I'm glad you know what customerexperience is now and, as
always, thumb this video up ifyou're watching on YouTube.
Make some comments for us.
Share it with friends,colleagues, family, anybody
wanting to transform life,career and business.
Same with all the audioexperience channels out there.
If you're listening, write us afive-star review.
(17:27):
Thanks for the followingeverybody.
We keep rocking it.
Like I said last podcast up to127 countries.
We have downloads in now.
We keep growing, so I hopeeverybody enjoyed today.
Focus, focus, focus on thisconsumption journey.
Every interaction I want you tothink about, every interaction.
I want you to map it out beforeand after sale.
And I want your goal to be howcan we make every one of those
(17:50):
interactions unique compared toanywhere else they could spend
their money?
Forget about your own industry,look beyond and if you're being
a true people business, likeall of you are, no matter if
you're a restaurant, if you'rein our niche in orthodontics and
dentistry and other specialtypractices, all of you, no matter
what industry you are, nomatter what product you have, no
(18:11):
matter what product you have,no matter what service you have,
you are all in the people firstbusiness and you need to make
sure that everything you aredoing, via every interaction
leading up to sale and after, isshowcasing your people business
in a more unique, innovativeway than anybody and everybody
else out there would ever evendream of.
(18:31):
All right, do it, you will win.
We will see everybody on thenext episode of the Brian Wright
show.
Talk to everybody soon.
Bye-bye.
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