Customer Experience Interview with Jaime Masters

Jaime Masters is the host and CEO of The Eventual Millionaire podcast. Jaime has interviewed over 350+ millionaires and billionaires on her podcast and has been helping business owners make things more simple and more profitable for the last 10 years.

Jaime has compiled the knowledge and advice from her weekly millionaire interviews into a bestselling book, Eventual Millionaire: How Anyone Can Be an Entrepreneur and Successfully Grow Their Startup.

Jaime’s work with millionaires has also garnered the attention of media giants, such as…Yahoo Finance (6x homepage feature), Inc.com (5x), SUCCESS Magazine, Entrepreneur, Women’s Health Magazine, TIME, CNN, Business Insider and more.

Matt: How can companies increase their response times to meet customer’s expectations?

Jaime: Make that a priority for them. I would have either them on social and be available that way, whether it be Twitter or wherever, or have a chat. One thing that I don’t think that regular businesses do very well is have the option to chat without the tech support side of things. But if you make it really easy to talk to your customers, you can figure out what the issues are also. So, to me, that’s huge.

Matt: In the era where similar businesses are a Google search away, how can businesses differentiate themselves?

Jaime: Knowing what their unique selling proposition would be huge. There’s a great book called Blue Ocean Strategy that I suggest to help you figure out what your niche is and what makes you different. You can’t just be, “Oh, we’re better on price,” or “We’re better on whatever.” You have to be super clear about that in everything, on Yelp, Google, and everywhere you are. The tag line should really be qualifying people so they understand what the expectations are. And, of course, you want to blow them away in many aspects anyway, but that would be huge on figuring out what that piece is. You can also use a S.W.O.T analysis (strengths, weaknesses, opportunities, and threats) to try and figure out where you can differentiate yourself in the market and go over what your strengths are, versus what your weaknesses are, versus your competition.

Matt: Where are companies missing the mark with customer service?

Jaime: Get people that are doing your customer service to actually care about people and humans, and not have it just be a crappy job. So that’s number one. Number two is that the customer experience starts at the very beginning. I’d highly recommend having somebody unattached to the company go through the entire process and give feedback, because there’s probably a lot of friction that you don’t necessarily know or notice because you’re so close to it. Having somebody else give you that feedback is really huge so you can tweak very small things. It could be as simple as they don’t know which links to click on your website first because there’s just too many, and they get confused and then they leave. That information is huge for you to know as before you might have been like “Oh, my bounce rate is high but I don’t know why.” Getting that information is huge!

Matt: What’s the best piece of advice you can offer to companies looking to optimize customer experience?

Jaime: Number one, care, and number two, ask! I know each customer is a little bit different. For me, I have the ability, thank goodness, that I only work with a handful of clients. I actually try to find out if they already know what their love languages are. If I know that one of my customers loves gifts, I send more gifts. If I know they love words of affirmation, I try and tell them how amazing, and/or send texts or emails with how amazing they are. You don’t necessarily know that from people, but we can probably start to gather what is that little extra above and beyond. And it doesn’t have to cost money. It can actually be caring and sending a little text message that says, “We’re so happy you’re a customer” or something super simple. Sometimes if you ask they don’t technically know what they want (referring to love languages). They’re like, “I don’t know just be better than the other company.” And if that’s the case, then you have to just start testing things where you think would be really, really awesome. So, that’s my advice. That’s kinda two, but that’s okay.

Matt: Are there any specific metrics you use to measure customer experience?

Jaime: I love getting super happy emails back. But you know me and I like to I also measure results. Testimonials, to me, are the best humanly possible. Setting up a system that has you consistently doing and asking for testimonials from people. There’s another thing called Net Promoter Score and that actually measures “customer experience.” That’s something that people can do also, which is also survey-based and moves into data as best we can.

Matt: How can business owners up their customer experience game on social media?

Jaime: I think you should focus on one, do that one right and create a system for it, and then do another one after that fact. Business owners are way too freaking busy to be everywhere. I would just pick one and/or two, and really go, “Okay, our goal,” and make it a simple goal, “Our goal is to get 1,000 people on our Facebook page, and really get our relevancy score and engagement up.” Ta-da! That’s a short-term goal because if we can do the short-term and then we can create the system so you’re not the one doing it, and your team is, then it’ll just continue. And then, of course, you can add more once it gets to be old hat.

Matt: What are some areas of customer experience that you are most excited to watch going into 2017?

Jaime: Amazon has been crushing it! I am going to tell you a quick little story. I have an Amazon Echo and I adore it. I actually have four of them in my house. The other day I told her to put dog food on the shopping list and she went back through and goes, “Is this the previous dog food that I had bought? Is this the dog food that you want?” And I said, “Yes.” And she goes, “Do you want me to order that right now? With Amazon Prime Now, it will be at your doorstep before 10 a.m.” And this was like at 8 a.m. And I just said, “Yes.” And she goes, “Okay, what’s your code?” And I put in my code and I never touched a computer. I literally was just talking to the Echo that’s a little robot in my kitchen.

The things that I don’t think people are realizing is how advanced we’re getting on some of this stuff. And unfortunately, most small businesses are way behind the curve because they’re not Amazon. But Amazon is using drones now. So things are changing, slowly but surely and knowing what’s coming up for your industry matters. People are expecting things now as best as humanly possible. I live in Austin which may be different if I live in Maine. It just takes them a lot longer to catch up on stuff like this because of the distance and the amount of people. But still, we need to make sure we know that that stuff is coming up so that we can affect it. If it’s part of the industry you’re in, make sure you’re capitalizing on it as much as humanly possible. I bet that dog food company adores that I was able to order it so easy, just from that delivery service.

Interview by: Matt Ruedlinger