{"id":251811,"date":"2021-06-15T10:39:17","date_gmt":"2021-06-15T08:39:17","guid":{"rendered":"https:\/\/www.testbirds.com\/?p=251811"},"modified":"2022-08-23T14:12:13","modified_gmt":"2022-08-23T14:12:13","slug":"digital-thinkers-forum-the-second-edition","status":"publish","type":"post","link":"https:\/\/www.testbirds.com\/en\/blog\/digital-thinkers-forum-the-second-edition\/","title":{"rendered":"Digital Thinkers Forum \u2013 The Second Edition"},"content":{"rendered":"

Following the success of our first forum with its theme of \u2019Innovate Faster, Communicate Smarter\u2019 (which you can <\/span>view here<\/span><\/a>), we were <\/span>excited to host our second forum \u2018CX \u2013 Lessons Learned From Superheroes\u2019<\/span><\/b> on May 18, 2021.<\/span>\u00a0<\/span><\/p>\n

With a focus on <\/span>customer experience<\/span><\/b>, the forum posed the question, what can we learn about customer centricity from superheroes?<\/span>\u00a0<\/span><\/p>\n

They <\/span>lead by example, inspire others, and create trust<\/span><\/b>. That makes them <\/span>great leaders to learn from<\/span><\/b>. If we then view customer centricity as a form of leadership (inspired by such superheroes), can we take the customer experience to a new level?<\/span>\u00a0<\/span><\/p>\n

Click here to <\/span>watch a highlight video of the forum<\/span>!<\/span><\/a>\u00a0<\/span><\/p>\n

Hosted by Testbirds\u2019 Chief Operating Officer and Co-Founder, Markus Steinhauser, and featuring<\/span> Laura Fleming Schulte<\/span><\/b> and <\/span>Barra O\u2019Leary<\/span><\/b> as keynote speakers, the forum was watched by over 220 online attendees from around the globe.<\/span>\u00a0<\/span><\/p>\n

Laura is a <\/span>customer centricity<\/span><\/b> and <\/span>customer experience<\/span><\/b> hero who provides trust-based, go-to-market strategies for <\/span>B2B tech innovators<\/span><\/b>. Laura is also the <\/span>Founder and CEO<\/span><\/b> of the <\/span>Project Renaissance Innovation Advisory<\/span><\/a>.<\/span>\u00a0<\/span><\/p>\n

As <\/span>Project Manager – QA Testing & UX Research<\/span><\/b> and <\/span>User Experience Designer<\/span><\/b> for Testbirds, <\/span>Barra\u2019s<\/span><\/a> experience includes <\/span>user experience testing<\/span><\/b> for Apple and <\/span>tier 2 support project management roles<\/span><\/b> for Amazon.<\/span>\u00a0<\/span><\/p>\n

Now that we know a bit more about the forum and our speakers, let\u2019s have a quick look at what they spoke about!<\/span>\u00a0<\/span><\/p>\n

Markus Steinhauser \u2013 Welcome<\/span>\u00a0<\/span><\/h2>\n

Following a short welcome from Markus, he spoke about how customer experience can <\/span>make or break<\/span><\/b> a product or service. Today, it\u2019s <\/span>a key deciding factor for success<\/span><\/b>\u2026 and why adding superheroes into the mix makes for an interesting discussion.<\/span>\u00a0<\/span><\/p>\n

Markus then introduced Laura Schulte.<\/span>\u00a0<\/span><\/p>\n

Laura Schulte \u2013 Learning CX from Superheroes<\/span>\u00a0<\/span><\/h2>\n

After a quick introduction, Laura started with a question. Who did everyone think is <\/span>the more powerful superhero<\/span><\/b>: Batman, or Iron Man?<\/span>\u00a0<\/span><\/p>\n

While the poll showed <\/span>the majority thought it was Iron Man<\/span><\/b>, things, as it turned out, aren\u2019t that clear cut. Yes, many chose Batman, but even then, 17 percent weren\u2019t sure. But was everyone correct?<\/span>\u00a0<\/span><\/p>\n

Not quite.<\/span>\u00a0<\/span><\/p>\n

The point is that <\/span>everyone is different<\/span><\/b>. Even if they may seem similar. Batman and Iron Man are both wealthy, intelligent, love gadgets, and don\u2019t have any superpowers.<\/span>\u00a0<\/span><\/p>\n

The difference is that Batman <\/span>plans ahead and will be there when you need him<\/span><\/b>. Iron Man is someone you need to catch at that right moment. Even if you plan, there\u2019s no guarantee he\u2019ll turn up. Batman is more proactive; Iron Man is more reactive.<\/span>\u00a0<\/span><\/p>\n

That\u2019s why the question of who is more powerful is so relevant \u2013 especially in the context of the customer experience. On the surface, Iron Man has the more powerful super suit, but it doesn\u2019t mean he\u2019s providing super service <\/span>when you need it<\/span><\/b>.<\/span>\u00a0<\/span><\/p>\n

We expect a lot from superheroes, just as we do any business. But we see them as more than a product. We expect they should:<\/span>\u00a0<\/span><\/p>\n

Save me.<\/span>
\n<\/span>Serve me.<\/span>
\n<\/span>Inspire me.<\/span>\u00a0<\/span><\/p>\n

All while giving us a wonderful <\/span>experience<\/span><\/b> and not letting us down.<\/span>\u00a0<\/span><\/p>\n

This is exactly what we also expect from a business \u2013 an emotional response. We want experiences, not just products.<\/span>\u00a0<\/span><\/p>\n

But when it comes to emotion, one of the most crucial elements is <\/span>trust<\/span><\/b>.<\/span>\u00a0<\/span><\/p>\n

The business value of trust<\/span>\u00a0<\/span><\/h3>\n

As we move toward more online-only communication, Laura continued, we\u2019re <\/span>losing the important face-to-face aspect<\/span><\/b>, which is a big part of trust.<\/span>\u00a0<\/span><\/p>\n

Which brought us to another poll.<\/span>\u00a0<\/span><\/p>\n

What, asked Laura, do you think is the <\/span>most important business value of trust<\/span><\/b>?<\/span>\u00a0<\/span><\/p>\n

The clear winner from the attendees was <\/span>innovation<\/span><\/b>, which is a key point when talking about a start-up and\/or trust in your new product or service.<\/span>\u00a0<\/span><\/p>\n

In addition, continued Laura, <\/span>trust is what we invest in<\/span><\/b>.<\/span>\u00a0<\/span><\/p>\n

Specifically:<\/span>\u00a0<\/span><\/p>\n

We invest in what we trust <\/span>will work<\/span><\/b>.<\/span>\u00a0<\/span><\/p>\n

It\u2019s also how we create something <\/span>new, different, and untried<\/span><\/b>.<\/span>\u00a0<\/span><\/p>\n

Another important aspect of trust within a business is that it can be measured. According to <\/span>Deloitte Digital<\/span><\/a>, the underlying drivers of trust are humanity, transparency, reliability, and capability.<\/span>\u00a0<\/span><\/p>\n

The higher you can measure these, the more trust customers (employees, partners, etc.) will have in your business. If they can<\/span> trust in your intent<\/span><\/b> to do what they feel is right (whether valuing employees, putting environmental concerns front and center, fixing problems quickly, or much more), they\u2019ll support you.<\/span>\u00a0<\/span><\/p>\n

But no matter how much trust is made, failure is always an option.<\/span>\u00a0<\/span><\/p>\n

Fail like a hero<\/span>\u00a0<\/span><\/h3>\n

Even hero\u2019s fail. But a true hero <\/span>learns from their failure<\/span><\/b>.<\/span>\u00a0<\/span><\/p>\n

Laura then looked at the epic failure of Volkswagen. From an iconic brand to one that lied about the emissions of its new diesel engines. You can <\/span>read all about it here<\/span><\/a> \u2013 and \u2018the destructive power of poor leadership\u2019.<\/span>\u00a0<\/span><\/p>\n

For those who bought their cars thinking they were doing the right thing for the environment, it was <\/span>nothing less than a betrayal<\/span><\/b>.<\/span>\u00a0<\/span><\/p>\n

Losing trust<\/span><\/b> often means <\/span>losing business<\/span><\/b>.<\/span>\u00a0<\/span><\/p>\n

When this happens, good leadership, trust, and empowerment can make a stark difference. Not just from the top, but all levels of an organization.<\/span>\u00a0<\/span><\/p>\n

It also means being open to the truth. <\/span>Seeing it, recognizing it, and searching for it<\/span><\/b>.<\/span>\u00a0<\/span><\/p>\n

Constantly <\/span>striving for truth<\/span><\/b> means you can <\/span>replace failure<\/span><\/b>. This requires an innovator\u2019s \u2018test-and-learn\u2019 mindset that views <\/span>failure as part of the process<\/span><\/b>.<\/span>\u00a0<\/span><\/p>\n

So, like Batman, we need to plan, put on the right gear, and know the conditions and situation. This means testing \u2013 lots of testing:<\/span>\u00a0<\/span><\/p>\n