024 | Five Drivers of Customer Experience with Mary Drumond of Worthix | Studio CMO - a podcast by Golden Spiral, Shaping Technology Marketing

The Episode in 60 Seconds

Why do your prospects become customers? Why do your customers stay with you? Why do your customers leave?

The science and art of Customer Experience (CX) can answer these questions and help you grow your business in the face of your competition and a tumultuous market.

In this episode, we explore:

• Why Worthix was started
• How customers’ expectations change
• Why CX is important to ROI
• The five drivers of CX and how they apply in different industries
• The KPIs you need to measure CX
• The difference between frequency and impact of customer feedback

Our Guest

Mary Drumond is the Chief Marketing Officer at Worthix. She is the past CEO of Advance Languages, where she rose up from the marketing and sales functions to senior leadership. She serves on the board of advisors at the University of Georgia Masters in Marketing Research Program and co-chairs the Atlanta, Georgia chapter of Latinas in Tech

Voices of CX Podcast

Mary interviews top marketers, industry experts, thought leaders, and best-selling authors on how their markets overlap with Customer Experience. She investigates tech innovations in data sciences, market research and surveys, behavioral analytics and design, and more to help companies improve their customer’s experiences.

Worthix helps companies understand their worth and keep their value propositions updated by deploying AI-assisted surveys that tap into customers’ decision-making process, capture the voice of customer, and harness raw, unbiased insight that delivers a clear portrait of what value means to customers.

Find out more about Wothix here.

Show Notes

The self-service sale has revolutionized B2B business. We discuss it in depth in this article and this video.

2020 has demonstrated how quickly customer expectations can change. Think for example of the number of issues that have stolen our attention this year: pandemic, social justice, the election, and more.

When you look at big data, when you look at the technology that’s out there tracking consumer behavior, all of it is like looking through the rear view mirror, because what you get is transactional data on past behavior, but with behavior changing so quickly because the world is changing, everybody has like a blank page, a clean slate. - Mary Drumond

Understanding your competition is one of the most important foundations for building your customer experience activities. Golden Spiral’s Competitive Analysis Worksheet remains one of our most popular downloads because it gives B2B tech companies such clarity. Download it today

Your customers’ experiences must be linked to your profit and they have to be used as a growth strategy. And if that’s not how you’re doing CX, then you’re not doing it right. If you are not able to prove to your executive board, to your C suite, to your leadership, that the work that you’re doing with the customers is actually resulting in more money for your organization. You’re going to be canceled. - Mary Drumond

The Five Drivers of Customer Experience

Depending on your business, your product, and your market, these will have different levels of importance.

• Cost
• Price
• Relationship
• Brand Identification
• Social Proof

Check out information about Worthix’s relationship with Praxair .

Mary and the Worthix team recently discussed McDonald’s CX differences per market in this article .

Want to know more about NPS scores? Check out Golden Spiral’s article about the survey technique.

What does it take for a company to be able to cater to so many different people with so many different needs on a global scale? It takes really good listening skills and large-scale empathy. - Mary Drumond

Read more about empathy from Golden Spiral.

Satisfaction is not enough. It’s subjective. You can be super happy and still leave for a series of reasons. - Mary Drumond

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