#121 Achieving Value Realization with a CX Toolkit

Brad Smith, CCXP, who brings his extensive experience from working with major companies like Symantec, Yahoo, and Sage. Mark and Brad delve into the future of customer experience (CX) management and explore a variety of valuable tools that can be applied to enhance CX.

Brad shares actionable insights on hidden value, value realization versus value erosion, and introduces the concept of value mapping. He also discusses the importance of having a clear brand promise and how it plays a crucial role in delivering a cohesive customer experience.

Key topics covered in this episode include:

• The importance of leveraging a comprehensive CX toolkit, including techniques like empathy maps, journey maps, and value mapping.

• A detailed discussion on identifying and unlocking hidden value within a company by examining areas with high customer traffic, and differentiating between value realization and value erosion.

• A fascinating case study on Brad's work with AARP, showcasing how to diagnose and rectify systemic issues that lead to customer churn and operational inefficiencies.

• The concept of value mapping, its significance, and how it helps in uncovering friction points in customer experiences.

• The critical role of brand promises and how they should guide every interaction to ensure consistency and memorability.

• Insights into the symbiotic relationship between marketing and CX in delivering on the brand promise.

Meet Brad

Brad has had the privilege of leading organizations in their
customer-centric transformation at Symantec, Yahoo!, and Sage as
their CCO/CMO. Across his 30+ years of leadership, Brad has led
global support and service functions for Oracle, Openwave, and
Verisign as well as small start-ups. Leveraging decades of experience
and insights gained from over 50 client engagements, he knows how to
quickly identify, unlock and realize the trapped value concealed across
any organization.

Currently, Brad is the President & Chairman of the Board of the
Consortium for Service Innovation and through the work of the
Consortium, has helped 100’s of customer service organizations
innovate better business models to deliver deep value to their
customers while better engaging their employees to grow their
businesses. He is also one of their recognized Innovators.

Brad is also a Co-Founder and Tribal Advisor at TribeCX Ltd, an alumni
member of the Forrester Chief Customer Executive Council, and the
Chief Customer Officer (CCO) council, and a alumni Board Member
(2018-2021) & recognized Innovator of Customer Experience
Professional Association (CXPA). He is also a Certified Customer
Experience Professional (CCXP).

He is a recognized thought leader in the Customer Experience and
Service Innovation space and has published dozens of articles for
various online publications including Forbes, New York Times, Fox
Business, and Entrepreneur. He is a frequent keynote speaker across
the CX and Customer Service industries.

Brad is home based in Irvine CA and is the Founder/President of Vector
Business Navigation, Inc. – A customer experience/customer success
transformation consulting provider - committed to mentoring inspired
leaders to successfully navigate their CX ecosystems since 2015.

You can learn more about Brad here:

All things CX Considered Podcast with Bob Azman

The Conversational Podcast with Julie Roehm

Reasoned Podcast with Sabrina Meditz