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How can clarity and intention make your brand stand out in a crowded market? Where should we draw the line between AI efficiency and authentic human connection in business? How can therapists improve their clients’ experience of the practice?
In this podcast episode, Joe Sanok reveals the inside secrets in the customer experience playbook of Starbucks, Ritz-Carlton, Zappos, and Airbnb with Dr. Joseph Michelli.
Podcast Sponsor: Therapy Notes
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Meet Dr. Joseph Michelli
Dr. Joseph A. Michelli is a New York Times #1 bestselling author, internationally sought-after speaker, and organizational consultant. With a Ph.D. from the University of Southern California, he has authored numerous books on customer experience, including The Starbucks Experience, The New Gold Standard, and All Business is Personal. Drawing from his work with renowned brands like The Ritz-Carlton, Zappos, and One Medical, Dr. Michelli offers actionable insights to help organizations create exceptional customer and employee experiences. He is also a certified customer experience professional and a visiting assistant professor at Campbellsville University.
Visit Dr. Michelli’s website and connect on Facebook and LinkedIn.
In This Podcast
- What people get wrong about organizational psychology
- How to make your brand stand out
- AI and interpersonal business relationships
- Dr. Joseph Michelli’s advice to private practitioners
What people get wrong about organizational psychology
What are the drivers of intention? Either at the organizational level about how we make our company better, or how we engage our customers better by understanding the psychology that drives them? (Dr. Joseph Michelli)
The two things that Dr. Michelli wants people to have are intention and clarity. Many business owners either lose or don’t keep their goal in mind, which means that they cannot take aligned, actionable steps towards it.
What business owners can also do with this clarity and intention to really win their clients’ trust and business is to work towards serving and supporting the client experience.
What do we want [our clients] to experience when they arrive on our website for the first time, when they have their first phone contact, or when they are experiencing the last contact before transitioning to some other provider? What do we want them to feel consistently? We’re not just talking about what happens in-session, but all the other touchpoints along the journey, and then training the team to execute on this differentiated emotional experience. (Dr. Joseph Michelli)
Use organizational psychology principles:
- What is memorable to people?
- How can the client experience be kept consistent to create trust and loyalty?
How to make your brand stand out
Make a personal, emotional connection with your client by showing that you care.
The idea is that we have to do more than just transact business. We have to demonstrate that we care for you through our products and offerings, and that we care about you. To be real blunt about it, we have a give-a-damn factor about it all. It matters to us how [the business] is experienced, not just in the delivery of the core product, but all of the elements. (Dr. Joseph Michelli)
If you want to improve your user experience, you can:
- Evaluate the client’s arrival experience on your website, phone calls, and emails. Any touchpoint needs to be checked and put in alignment with how you want the client to feel.
- Make sure that you execute high-value touchpoints which are in alignment with your overall long-term goals and visions.
- The way that everything looks and feels in your business could be consistent to create loyalty and trust in your clients.
- Work with your niche. Don’t try to accommodate everyone, because it dilutes your effectiveness in connecting with your clients.
AI and interpersonal business relationships
In Dr. Michelli’s opinion, he’s ambivalent about having AI in business because it offers both pros and cons. AI has been shown to increase loneliness and can have negative impacts on people’s cognition if they rely on it too much.
AI does have risks and downsides. However, there are obvious benefits too, such as positively supporting our workflows and streamlining some of our processes, which can be incredibly helpful.
All that said, in the grand scheme of things, I am a big proponent of blending these things together; knowing when to use what, and being the human who oversees it, not putting it on autopilot in the AI space. We need emotional intelligence to counteract artificial intelligence. (Dr. Joseph Michelli)
Dr. Joseph Michelli’s advice to private practitioners
This is a sacred profession. You are changing lives, and this is the time in the world where this work is needed the most.
Don’t let the bumpiness of the journey discourage you from the importance of showing up and continuing to pursue it.
Sponsors Mentioned in this episode:
- Apply to work with us one-one-one!
- Trust me, don’t waste any more of your time, and try TherapyNotes.
Useful links mentioned in this episode:
- Check out our Practice Academy!
- Visit Dr. Michelli’s website and connect on Facebook and LinkedIn.
Check out these additional resources:
What You Need to Do to Get to the Next Level with Joe Sanok | POP 1254
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Meet Joe Sanok
Joe Sanok helps counselors to create thriving practices that are the envy of other counselors. He has helped counselors to grow their businesses by 50-500% and is proud of all the private practice owners who are growing their income, influence, and impact on the world. Click here to explore consulting with Joe.
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