Blake Michelle Morgan

Customer Experience Futurist, Author, Keynote Speaker

Reinvigorating A 110-Year-Old Brand Through Customer Feedback

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How do you move an iconic brand towards the future?

That was the question Harry Overly, President and CEO of Sun-Maid, faced when he took over the company in 2017. The brand had vast stores of emotional equity, not to mention the familiarity and fondness for its iconic red raisin boxes. But it didn’t have a coordinated consumer marketing strategy and had missed an entire generation of consumers.

Overly relied on data and customer feedback to bring the brand to the present. That required listening to customers and being open to their input and ideas.…
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Creating A Customer-Centric Utility Company

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Utility companies aren’t typically known for their customer-centricity.

But Kevin Walker, CEO of Duquesne Light in Pittsburgh, is transforming the industry by making customers a central focus.

Walker admits that the system used to be a one-way flow from facilities to customers. Until recently, most utility companies referred to their customers as “meters” or inanimate objects instead of focusing on them as humans.

But customers are more involved in their utilities than before, and an increasing number of companies like Duquesne Light are transforming to provide personalized, digital service. 

You can watch the video of our …
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Customer Experience Is A Decision

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People often refer to customer experience as a discipline. But it’s more than that—customer experience is a decision.

No matter where you are in your career, customer experience is a decision to wake up and care about customers, influence change and create a better world.

Customer experience is constantly changing and isn’t something you can check off your list once. You have to decide to show up every day and carry the energy with you to go above and beyond.

You can watch the video of our full discussion below. For more content like this, please subscribe to …
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What’s Next For Return Logistics

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Returns are a part of doing business for retailers, especially as e-commerce grows and shoppers have more options than ever before.

But that doesn’t mean the return process has to be difficult for retailers or consumers.

As e-commerce grows and transforms, so too does return logistics. David Sobie is the co-founder and vice president of Happy Returns, a leader in return logistics. Instead of the old method of customers having to print a label, package their item, and ship it back to the retailer, Happy Returns offers box-free and printer-free returns at its 5,000-plus Return Bars. Items from numerous retailers …
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The Secret To Data-Driven Marketing

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Do your marketing efforts feel like a shot in the dark? It doesn’t have to be that way.    With the power of today’s abundance of data, brands can use a measured and data-driven approach to build an agile and compelling customer experience.   

According to Tiffany Perkins-Munn, Head of Data and Analytics at J.P. Morgan Chase, this isn’t the old way …
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AI Creates Super-Human Customer Service

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When most people think of customer service artificial intelligence, they think of chatbots.  

But the power and potential of AI in customer service extend far beyond chatbots, which Forethought CEO Deon Nicholas says tend to be very artificial and not very intelligent.

Truly leveraging the power of AI allows brands to create super-human customer service.

You can watch the video of our …
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Transforming The B2B Buyer Journey

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The B2B buyer journey is changing, and companies that can match changing demands with technology, personalization and flexibility will succeed.  

Plenty of research shows that B2B buyers get 50%-60% down the buying journey before they engage with a salesperson. But Mike Marcellin, Chief Marketing Officer at Juniper Networks, says that the buying journey isn’t linear. Buyers don’t connect with a company as …
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How Leaders Can Build Relationships Through Transparency

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It’s not every day you see a CEO dancing on TikTok. But being vulnerable and transparent is one of the reasons Ali Bonar has seen incredible growth and success with her company, Oat Haus. Consumers are moving more towards sharing real experiences and less about hiding behind the perfect filter. Customers crave connection and want to build relationships with transparent leaders—even if that …
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How To Build An ROI Model For CX

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Investing in customer experience is just that—an investment. Being able to prove the return and value of that investment is crucial for all companies, especially startups and those looking to get new customers on board.  

In the early days of CampusLogic, President and COO Chris Chumley used ROI as a tool to gain new customers and establish credibility. Prospective university clients agreed that the student …
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How To Turn Customer Feedback Into Actionable Insights

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One bad experience and the click of a mouse.  

That’s all it takes for a customer or employee to go somewhere else. As life and work have become digitized in the last two years, the switching cost has decreased to almost zero. It’s never been easier for people to change their company loyalty.   

Experience management has never been more important.  

But creating those great experiences that …
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