Lessons - How To Create Micro and Macro Experiences For Your Customer | Grant Botma, CEO of Stewardship

Hi, it's Scott here. On these lessons, episodes of my podcast, I'll be selecting my favorite lessons from various guests and episodes of success story. Today you're going to hear from Grand Botma, founder of Stewardship, an ink 5000 fastest growing company. He's also an author, he's written, the problem isn't their paycheck, and he speaks internationally on all things company culture, employee engagement, employee management. But outside of that, outside of building an incredible culture for his employees internally, he also focuses on the experience that the customers get whenever they buy from him the micro experiences and the macro experiences. So today, he's going to teach you about micro and macro experiences and how to create the ultimate customer experience that can increase your close rates, your win rates, your revenue, and ultimately meet the customer where they want to buy. You first have to understand there's a difference between micro experiences and macro experiences. So the macro experience is what you want them walking away from the transaction kind of feeling and thinking about the transaction as a whole. Thinking through that, that's important. But understanding that the micro experiences, the little things that they experience throughout the customer and journey, add up to impact that. And it goes beyond understanding, hey, these are the potential low points that they'll have throughout the customer journey. These are some of the high points. But also looking at the customer journey and saying, okay, how can we intentionally engineer this to further differentiate? So I'm not sure if this podcast is going to be videoed or not, but if you see behind me, there's a couch behind me, right? This is my office. So all of our offices look like this where there is a couch and I'm talking to you now on a 50 inch monitor. So we create all of our offices to look and feel like a living room. And when you walk into our lobby, it doesn't feel like a doctor's office, it feels like a coffee shop. We literally have a kegerator with cold brew coffee on tap. We know and understand that when you're talking about your finances, there is either a conscious or subconscious barrier that is going to be put up because there's hesitation. Whether they got screwed over before, they heard about somebody got screwed over or they just don't know and they don't have confidence and they're apprehensive. We are creating micro experiences when they come and visit with us that help make things more down to earth, more on their level, more comfortable. So it's thinking through stuff like that. It's also thinking about the technology in the systems, meeting people where they're at. Do they prefer to be talked to on the phone or do they prefer text messaging or is it email or is it chat feature? Is it social media? It's those things like that as well. It's creating our content, you know, where do they consume content? So we have a podcast, but we also have a YouTube channel and we also have our Facebook videos. I'm doing Instagram stories every day. We have a blog. We're going to about to get on Alexa to do daily briefings. We're going to have a live event. So it's taking this content and producing it and putting it in multiple areas because we have to understand that our audience is multifaceted and they might want to consume that in different areas. You know, so it's just really genuinely putting yourself in the customer's shoes and understanding what are things they might appreciate.