Voice of the customer

That to me is a huge application of what you're talking about is you have an entire sales organization that has a competitive advantage because they know the customer better than the competition.

And a lot of that happens because of what the CMO is doing together with them in bringing the voice of the customer together.

Yeah, Steve, I think you nailed it.

I think the real shift happens when you stop just collecting customer data.

And she said, the first thing we do is we come in and we do an internal alignment study because it's always a foundation or a root of the problem.

So, but the other thing that she said was, It's a different way of saying what you're saying, but I like to kind of put them together.

She said, the voice of the customer is the number one change agent inside of the organization.

It's the number one alignment factor.

Trish leads SCAN's work to improve customer acquisition, retention, and overall customer experience.

With more than three decades of experience across healthcare and financial services, she has built her career around voice of the customer programs that turn feedback into action and create better experiences.

Prior to SCAN, Trish also held leadership roles at Charles Schwab, WellCare Health Plans, and Anthem.

Martin, on the other hand, leads strategy, design, and management of SCAN's Medicare Advantage products, with focus on creating sustainable value for older adults and developing products that improve health outcomes and member experience.

But it'll be great to dig in a little bit deeper into your first 90 days, Trish.

Like how was inheriting an organization with minus 34 and really turning it around?

Incredibly enlightening and probably for me personally, set my career path on a completely different trajectory of understanding how important the voice of the customer actually is and how you embed it into your everyday strategy and execution can make a huge difference.

And when I think about that time at Schwab, seeing those numbers for the first time, it's a little bit of a gut punch.

I read all of my own LinkedIn DMs.

Why do I do that? Voice of the customer.

If you delegate the voice of the customer, you're a bad CEO.

The consumer side can be trickier because you have less identifiers, but you can still really narrow in on what problem are you solving for them? Why did they choose you? Was this something they'd been considering for a long time? Is it something that they just recently discovered? And I think being able to crisply articulate what the buying journey is for your product how people discover you, how long they consider you, how they come into the product, what triggers the purchasing decision and who they're comparing you against or what solutions they're considering you against is a big unlock in terms of just being more specific and more persuasive in your marketing and your messaging.

And so that's kind of number one is understand, strive to understand who you're targeting and what their journey is into your product and why they're choosing you and maybe what they're looking for you that you're not offering, right? And I think marketing needs to play that strategic role in the broader organization of being the voice of the customer and being able to represent the customer.

And I think the failure mode that I do see is that you have to do it from a quantitative standpoint and you have to do it from a qualitative standpoint.

And just the anecdotes, the positioning docs, the ICP matrix itself is not persuasive enough.

And now that program is quite scaled and growing very quickly within the company.

um so it's it's it's insights and i think you know to some extent it's it's like go read some marketing books like you know there's some good old school marketing books you can draw from here but then it's also trying to use that as a wedge to get uh involvement engagement across the company

do you feel like marketing playing the voice of the customer role is underappreciated and marketing teams over appreciated just right like do you think marketing teams as you've advised them and you've talked to a lot of them are marketing teams doing this consistently the way you think they should

No, I think this was my journey, right? I did not study marketing.

They are, as you know, one of the most recognized brands in sports entertainment.

Under Sean's leadership, DraftKings has focused on elevating the voice of the customer across the organization, leveraging customer data insights, AI, and innovation to create a more seamless and engaging set of experiences for millions of customers.

In today's discussion, we'll explore the evolution of customer loyalty within the gaming industry, how DraftKings is using customer feedback and AI to drive continuous improvement, the recent transformation of the customer loyalty program, and the importance of organizational alignment to delivering exceptional customer experiences.

We'll also discuss how customer expectations are changing, what differentiates DraftKings in a highly competitive market, and where Sean sees the future of customer loyalty and customer experience heading.

But the way you can kind of think about my role is, you know, we have anywhere from like 10 to 12 divisions that I have the opportunity to work with under my mandate.

But really, some of it is a couple things.

So at a high, high level, I'm really there to care and be the voice of the customer across all of the customer journey.

So how do we look at that and have a single executive, a single department that is looking at the combination across the customer journey? So looking at all the different divisions, whether they're in sports betting, or they want to make a deposit, or they want to make a withdrawal, or they want to go and buy a lottery ticket, whatever the case may be, I'm looking at that and trying to be the glue across all of those journeys and identify opportunities.

It can help you steal a lead over the competition.

it can help you aspire to excellence it can even help you make much more money from your existing clients but above all else i think it sends the right message out that we are serious about quality and that topic is voice of the customer v-o-t-c so pin back your logos and enjoy

Hello, everybody, and welcome to today's My Games Recruitment Show, where we are going to be talking about a really valuable conversation that most recruiters are not having, and that is VOTC.

It helps you achieve excellent and smashing the competition.

Okay, yeah.

Great when you get technical issues, isn't it? Michael, come on.

These days, there's no way that you can be average or even good at what you do you have to be exceptional particularly in delivery so you have to strive for delivery excellence and the only way that you can do that is to reach out to your clients and find out not just how they think you're doing about what you but also how do it and it's really important to do that the best way to do that voice of the customer which is exactly what we're talking about today so let's bring our guest in

yeah indeed hello peter

Thomas, this is another of the gold mines of data that we are actually leveraging today.

And you know, voice of the customer is gold for us.

You are completely right.

We see actually feedback from the customer from many angles, many channels.

So the speed at which we are going today, the amount of information that we can really capitalize and leverage has completely changed over the past few months.

And we are taking the most benefit of that today.

So that's really a strong power of AI that I see on leveraging and capitalizing the voice of the customer, which is really gold for us.

our eyes and ears when it comes to customer feedback.

And it's way bigger than just another place to sell products.

TikTok shop has just launched a new voice of the customer experience.

system that brings together product views, after sales tickets, customer service interactions, fulfillment complaints, and other customer feedback signals.

Honestly, guys, I think this may be one of the most game changing features in e-commerce for brands today.

This is really interesting.

On the surface, this is a customer experience dashboard.

And honestly, not really anything you would have been able to get up until now, though in the world of AI, I really believe that more and more tools are going to come like this, but I believe that TikTok is leading the way with this voice of the customer experience.

By the way, if you want to check this out, I will link it down below, whether you are listening to this on Spotify or watching this on Spotify or on YouTube.