Blake Michelle Morgan

Customer Experience Futurist, Author, Keynote Speaker

6 Steps To Build Returning Customers

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Growing a business is all about gaining customers and getting sales. And far easier and less expensive than attracting new customers is turning existing customers into regular, returning customers. 

CX expert Shep Hyken says the key to building return customers is to discover the typical pattern of return customers and then replicate that experience for new customers. All companies should get people into the cadence of doing business with them regularly, but the timeline of that regularity—be it weekly, monthly or annually—changes based on the industry and type of business. 

In his new book, I’ll Be Back: How …
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How To Deliver Effective Hyper-Personalized Experiences

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It’s no secret that modern customers crave personalization. Efforts to tailor experiences to customers’ needs are foundational to a strong CX strategy.   But the next step of personalization is here: hyper-personalization.  

According to Raj Badarinath, CMO of Algonomy, hyper-personalization has three main characteristics:

  1. It focuses on individuals, not segments. Even if two customers have some similar qualities, they each have a unique experience that meets their exact needs.
  2. It creates experiences in real-time. Hyper-personalization delivers offers right when customers need them most.
  3. It uses AI and machine learning to improve over time. Hyper-personalization efforts get better as
…
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How Better Health Helps Customers Do Hard Things Easily

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The goal of every company should be to make their customers’ lives easier, even if it makes their work harder.  

But that becomes even more important in a company serving customers with chronic health conditions.  

Naama Stauber Breckler is CEO and co-founder of Better Health, a company focused on helping people with chronic conditions manage day-to-day life at home. Through innovative end-to-end solutions that bundle the delivery of medical supplies with education, peer support and telehealth services and an intense customer focus, Breckler and her team make it possible for customers to do hard things easily.  

The …
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COVID Taught Us The Importance Of Community

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Of the things that were lost because of the COVID pandemic, one of the most impactful was the loss of community.  

Instead of interacting in person and learning and growing together, we were forced to do things by ourselves or be separated by computer screens.   So much of how we learn in business and our personal lives happens in person. But that was lost during COVID as our opportunities to learn through in-person classes and events were eliminated.  

Without a personal and professional community, the last 18 months have been extremely difficult for most people. We were stuck …
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How To Create Honest Experiences For Women

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Women are powerful influencers and consumers, but they are often forgotten or overlooked by brands.  

Even though women control the majority of household spending decisions and contribute to the economy at record levels, they are often stereotyped when it comes to marketing and customer experience.  

Instead of pushing women to the back or creating superficial experiences, brands need to make women front and center in every product they design and experience they create, says Michelle Kennedy, CEO of Peanut, a social network for women.  

Kennedy says the key to creating honest experiences for women is to be …
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The Importance Of Performing A CX Audit

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In many companies, the customer experience happens by accident without much strategic thought. 

But a truly customer-centric culture and experience requires a thoughtful strategy and continual adjustments and improvements. And a large part of that is performing a CX audit. 

Jamie Haenggi is Executive Vice President and Chief Customer Officer at ADT, where she is focused on designing the CX journey across the entire company for its 6 million customers.  

One of Haenggi’s recent projects is an in-depth look and audit of the entire customer experience journey. The goal of the CX audit was to have a deep …
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The Rise Of Chief Experience Officers

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Over the last few years, more and more companies have created Chief Experience Officer positions, elevating the customer experience to the C-Suite. One person who stepped into this new role in 2019 was Julie Bowerman, Chief Global Digital Customer and Consumer Experience Officer of Kellogg’s. The titles and responsibilities of Experience Officers vary depending on the company, but the growth of the role shows the importance of customers in successful organizations. 

Although Bowerman has more than 20 years of experience building household name brands, this is her first role as a Chief Experience Officer. She is also the …
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How To Simplify Digital Transformation

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Even with innovations to medicines and treatments, how the pharmaceutical industry interacts with patients and customers has largely stayed the same for decades.  

But one company is breaking through the push and sell method with a large-scale digital transformation to disrupt the industry.  

Davidek Herron, Global Head of Digital at Roche Pharmaceuticals, believes that all companies can—and must—undergo digital transformations to provide value to their customers. Instead of simply doing things how they’ve always been done, companies in all industries must focus on finding gaps and adding value for their customers.  

As with everything, customer experience needs to …
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Customer Experience Starts With Company Culture

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When it comes to creating experiences customers remember, employees are your first line of defense.

According to Doug Woodard, CCXO of SimpliSafe, culture is transparent to customers. To create a strong customer experience, Woodard first works to create a strong company culture and employee experience.

How it feels to work at a company is also how it feels to be a customer there. If employees feel empowered and valued at a company, customers will also feel the same way. But if employees feel overworked and frustrated, those same feelings will come through to customers.  

Company culture has to …
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