The Pavilion Podcast
The Pavilion Podcast

Episode · 1 year ago

Ep 10: Improving Customer & Employee Experience with Video w/ Ethan Beute


Improving Customer & Employee Experience with Video w/ Ethan Beute

Toe otpee e tee to te to e e Bte, putsup everybody and welcomed to the revenue collective podcast on yourlaunchhost Justin Welsh member of the Los Angeles Chapter of revenue,collective and inside of these episodes were going to feature ideas andconversations that are inspired o my ongoing discussions within the revenuecollective community across the globe in one common topic that comes upfrequently in discussions inside of RC, is how we improve experiences. Now thatcould mean customer experience or employee experience or sales experiencein today's guest is going to talk about how his company does that, uniquelywith video, our guest is chief evangelist at Bombam, even Baut, beforewe dive in with ethen a few quick notes, if you're out there listening and wantto join revenue, collective visit revenue, collective docom, an clickapline ow. I also want to thank our amazing podcast sponsor Ghong thenumber one revenue intelligence platform for remote sales teams. We arethrilled to announce a strategic partnership in which will we bring youthe best events, content, research and spaces to engage with your peers andthe kick it off. They are sponsoring the revenue collective podcast. We willbe bringing you new stuff every month, do not miss out stay up to date on thelatest collaborations at Gong Dot. I O slash RC. Okay, let's get the showstarted with Eten vew. Our guests today is even beut. Ethen isthe chief of angelist at Bombam, the CO author of Rehumanizyour Business in thehost of the customer experience, podcast ethen has collected and sharedvideosuccess stories in a variety of formats for over a decade he's evensent ten thousand videos himself, even really glad to having the shel welcome.Thank you so much I'm happy to be here. I love the podcast and it's fun to tobe a part of it. Yeah, it's great to have you on and know I've been on thereceiving end of some of those ten thousand videos. So it's nice to niceto finally be be interviewing. You on the podcast- and you know, b before wekind of dive into today's topic, now give us the Eten bute story. How didyou end up where you are today, as the chief of angelist over at Bombam sureI'll be as concise as possible? I spent a dozen years inside local television,running marketing inside, say your local ABC or Fox station or whatever,and I was coming to the end of the run there. I was just bored of it. Itwasn't particularly interesting, so it was doing a bunch of project work. Iwas, I was writing landing pages. Making. Videos writing email campaigns,those kinds of things to see you know what did I enjoy doing, what skillswere transferable and that kind of thing and wound up connecting with thethe two co founders of bombamb started, doing some work for them and I justknew based on what they were doing. This is like twenty ten, two thousandand nine two thousand and ten, and it just seemed really interesting. Itseemed promising I liked who they were. I liked what they were about, and so Iknew when they could make a somewhat competitive offer that I would jump andjoin him full time. I probably left thirty percent of total comp on thetable because, when I joined we had fewer than ten team members, bootstrapped company and things like health insurance were not particularly welldeveloped. But you stick with it because you're passionate about thework and it keeps changing an evolving and as a one person marketing team forabout three years there, and then we started to build the team out. We gotan awesome CMO and an a certain point. It was around the time that the podcastlaunched and the book was released that it made sense to transition my rolefrom being in marketing in an operational context, primarily aroundcontent and email and those types of things, social to chief of Angelism,which we may or may not get into in this conversation. But that's the quickroute very cool, so you know ive I've donethat before, where I've accepted a role, I've taken a pay reduction because Itruly believe in you know the team, the...

...mission, the product. What was it about?Bomban? That's stuck out to you that made you say: Hey I got to get in onthis thing. Was it was it the team? The product o Combo both would love to earnMoore? It was really both. I mean the two co founders are just really reallygood guys and their motivation for starting the business. I was justaligned with you know. We make it easy to rehumanize your businesscommunication, hence the title of the book by making it more personal, morehuman, you know putting faces with names and and building human connectionand familiarity being more persuasive and all those other benefits that videoprovides, but we're doing that in order to rehumanize dehumanized populationsof people, you know circumstance and situations and systems dehumanize a lotof our fellow humans and that's something that we're working on in thebackground, and it was just interesting and attractive to me and of course Ihad a background in video in general, but I was coming from you know: Lights,scripts, editing, production, green screens, and all of that, like formal,professional video, and so this this inversion. That happened where having ashiny video. That's highly produced used to buy you trust, incredibilityback in the day, and you know the puriod that sethgoden would describe asthe television industrial complex, but I was seeing and experiencing basicallythrough the rise of web two point O at that time and the rise of social in aproper way. This inversion, where a much simpler, more honest style ofvideocommunication, was generating a much better response got it an you know. It's reallyinteresting whe when I think about you, know improving something like employeeexperience or I think about improving something like customer experience.Video is not to me always the first thing that comes to mind. Should it be. I don't know that it should be thefirst thing that comes to mind, and certainly we can talk about differentways to apply it in a way that makes sense from a return on investment oftime and energy perspective. You know, typically when I, when I'm hostingconversations about customer experience, friction frictionlist. Those are tosare.The key words look for points where people are being slowed down orconfused or frustrated where obviously, there's deceleration, perhaps in thesales cycle. That kind of thing and remove those points of friction. Iwould say that video can help accelerate a lot of those and can helpremove friction can help build trust where it's absent or restore trustwhere it's been broken or breakdown things that are maybe detailed orcomplex that maybe confuse or frustrate people. Video can help you with that.So I definitely think video as a way to communicate right videos just acontainer for your message, like anything else like typing her words outor recording this audio and releasing as of pod Castio. These are justcontainers for the way, we're communicating their containers for ourmessage and because of the human qualities that video allows you to toconvey, in addition to the show and tell type stuff of screen recordings,it can certainly help improve the experience that your employees and yourcustomers are having with Your Business or organization. So if you look at acompany's customer experience, so maybe you take a look at their sales cycle.You know everything that that sort of touches the customer. How do you, Iguess first identify where video can be used? Is there sort of a certainprocess that you walk customers through like? How might you figure out wherethe best place to implement video in such a maybe a sales process would beyeah. I I'll offer three things and I already touched on a couple of them.Indirectly, there are three things that I encourage. People to look for againis they're resessing, all of the touchpoints that customers are having look for the opportunity to buildpersonal connection. This is the idea that I feel like I know you before Imeet you. Therefore, I'm more likely to say yes, whether it's yes I'll return,this phone call yes I'll schedule that appointment and yes I'll actually showup for it these these types of yeses, that we need the microconversions androute to the Makro conversion and so building personal connection havingpeople feel like they matter to you.

Not Treating people like numbers, whichis the one of the biggest effenses in any customer experience in general, isto have people feel like they're being treated like a number, as opposed to asa human being, and so personal connection is one another. One isemotion or tone anywhere that you have positive, emotion or negative emotion,you're going to do so, much better communicating it through video than youare through written communication or even through a voicemail and bypositive. Of course, it's easy. Thank you good job, congratulations, thosetypes of things and bad news. Is You know any time you need to make anapology right because we're all imperfect our softwares, imperfect ourtools or systems are imperfect. Our people are imperfect, and so sometimeswe need to break bad news on people or we need to apologize, and those aretypically better done through video and they give people the space to processthe information. In addition to feel your sincerity- and my only cautionhere is, if you're not actually sincere about the emotion that you'recommunicating video is gonna Goingto give you away, and so I would avoidvideo in cases where you're not sincere about the message that you'recommunicating and then finally, the third element that I would look foracross those touch pointsis again, detailer complexity. Where can you getthe answer right? The first time? Where can you make it so that the persondoesn't have to email you back with a follow up question or give you a callback and you don't have to jump on another call to to get to it? Whatproduces anxiety and customers? Historically, what could be made moreclear and there I'm thinking like you, know, one of the easiest ways thatwe're talking about video and Linton and Webanars, and things that you seeis paring a video when you make the when you make the pitch when you're,offering the contract or the proposal or whatever the case may be being ableto speak to points that are typically negotiated or frustrating or confusing.You know what is boiler plate that has to stay in. That is not negotiable. Youknow addressing these things in advance in a kind of a show and tell type ofway with a screen. Recording can really move things along more quickly,maintain trust and transparency and and help people feel comfortable movingforward. Okay, so you know you work with a company and you go through theirsales process or your team goes through their sales process and you identifyyou know three or four spots where there's friction or where you could usebetter emotion or authenticity. So what's next, do you do you sort of flipthe camera on n and go or kind of record r? Or is it more hey, there's areally rigid process to making sure that teams are using videoappropriately like what does that process? Look like there's so manydifferent ways to go about it and it so depends on the culture of theorganization. You know some organizations, les focus t there arekind of three main areas that would implement something like Bombam thesales team, obviously and enrolls across the sales team. The customersuccess team, including support customer care, account management, CS,SMS, Etcetera and then leadership and management, and that's primarily, aninternal focus but can be used in a variety of ways. So lit's just focus ona sales team, because it's easy and we can all conjer it in our minds prettyquickly. There's some organizations where the culture is mandated adoptionhere's the deal. This is what we do now. Weve got a one week, GRANP time andwe're all going to be doing this in this way by this time next week, andthen there are other ones that are, you know a little bit maybe too far theother way, which is, if you feel like it. This is something that you could doif it made sense to you. I think the best approach is somewhere in themiddle, where there is a ramp. You maybe start with a handful of you know,typically in most sales teams and Issare with me, your experience on thisjust in you know. Typically, there are a few natural leaders within a salesteam from a from a performance standpoint and those tend to be peoplewho are churious, they're, aggressive about learning and growing they're, notsatisfied being in the middle of the pack, especially on the Board. Theywant to be at the top of the board all of the time, and so they tend to bepretty aggressive about finding their...

...own new solutions, finding better waysto do things getting to better outcomes and people look to them, naturally asleaers, and so you could do some phased approach. Where you take somevolunteers or you, take leaders implement some of the ideas that we'retalking about come up with some success stories find out what is actuallyworking and then use that to get the by in an adoption of the rest of the team.Last thing I'll share here is that the best way for anyone to start with video,whether Yo're in a very small team, whether you're a so opreneur, whetheryou're part of a much larger organization within a giganticcorporation, the easiest and best way to get comfortable on camera, becauseyou are not going to like yourself you're not going to like the way youlove you're, not going to like the way you sound, you're, going to feeluncomfortable, you're, not sure sure, if you're doing it right, you're, notsure if your equipment's good enough you're, not sure if your light is goodenough. You're, not you know. Fortunately, this this pandemic hasmade it more comfortable for family members, pets and other things tohappen around you in video. But in video recording you have the chance towatch yourself back, which keeps people in their heads a little bit longer. Sothe best way to start is a habit of sending two videos every single day. Iprefer to do it first thing in the morning, but you could really do at anytime time block five minutes a day and reach out to two people in yourpersonal or professional network, with a message. That's as easy, as thank yougood job. I've been thinking about you. I was excited to hear. I was sorry tohear something really simple with someone you know and who knows you tokind of lower the anxiety level and to get comfortable with your recordingprocess to get comfortable with your setting to get comfortable, seeingyourself on camera and doing it in a way. That's kind of a safe space andthe the positive upside here is that you're going to get. If you send ten ofthese, let's just say you do it for the next week you send ten of these videosover the course of a week. I guarantee you're going to get at least three orfour replies that let you know that this is in fact a different and betterway to communicate with people yeah. I have that same experience. It'sreally interesting. I I was working at at patient pop as the VPF sales, and-and this was maybe twenty sixteen, so you know we people weren't getting asmany video emails or or things like that back in the day- and you know Igot I remember W at it was my first one and it had someone with you know myname on a sign and I was like. Oh that's really interesting and Iremember clicking it and watching it and then I got a bunch of emails frommy leadership team. That said, hey did you get this video? I got one with myname on it and everyone watched it and everyone spread it internally. Now thatnever happens with a cold, email and so wise to say I loved your email, you,like o R. I love your video right. Thank you for taking the time to sendthat video to me right, you'll, never get that on an email, it's so funnyyeah! It's it's really interesting. I remember thinking this is this is atool that we got to use so we we used video and all of our prospectingcadences, because we felt as though it humanized our sales development rups,and so we we loved that we love that about about video. You also mentionedan interesting part of using video, which I hadn't thought of even to thisday, which is internally, which is using it to I'm, assuming mayberecognize employees or say a good job. How is using video internally differentthan externally is: Are there different rules? Is there ar a different process?Is it more at Howke? Would love to understand your experience using videointernally to you know, recognize someone, I would say I'll share a fewthoughts here and that's a good observation. So the first thing is, ofcourse, that the employee experience can be mapped across a botifhunnel.Just like the customer experience can, from you know, initial engagement, anyou know whether inbound or Outboundr, or whatever, on the far left side tothat positive growthloop on the far right side, with commitment being inthe middle and the positive growthlute being on that right side for a customer.It's it's expansion, retention, et Cetera, positive online reviews,testimonials G, T revenews and all of that for the employee. It's the samething. It's an Inbounder, an outpound opportunity, you're either recruitingor you're. You know, you're getting applicants for jobs that you're posting.You need them to understand the role...

...and what it's about you need to becomethe employer of choice. You need to get that commitment and to get the Buyin ofother people who are in that decision making process, whether it's a spouseor significant other or a mentor or somebody else that influences theperson that you're trying to bring on board. You need to on board them. Youneed to make sure you get to a point of impact wherth they're, getting whatthey wanted out of the experience you're getting what you wanted out ofthe higher and then that positive growth loop, where they're learningthey're growing they're advocating for the company they're attracting otherawesome people to the company and all that, and so I think, tracking and analytics are alittle bit less important when you're doing internal communication than theyare with external. Although they can still be of significant benefit to you.I think I think in both cases you don't need to act as if you don't need to puton errors, you don't need to act as if you're, something that you're, not youcan be just as honest and simple and straightforward in both cases and thekey thing that matches across customer experience and employee experiencesthat we all just want to know that we matter our interest. Matters aresuccess, matters that people see us and hear us and appreciate us that peoplehave things of value to offer us and these kinds of things, and so, just asyou think about what it's like. As a customer yourself or in working withcustomers, the employees are simply customers of your organization, theircustomers in a different way, but they are also there electively they're therein an exchange of value and they're there to learn and grow to have theirproblems solved, to be challenged and to ultimately get greater success outof their lives and their work by participating with you and so they'reremarkably similar. So th t, that's really interesting. You touched on someof the outcomes that you know being really great on video lends to bothyour customer base, as well as your employee base. But let's talk tacticsso you've sent ten thousand personalized videos and again I myselfhave received a few of those SOS. Thank you what maybe the top two or threerules for sending an incredible personalized video to either a customeror employ? What are those sure? I think the first one is the same thing. Mostlisteners are probably thinking about as they're thinking about their email,cadences and sequences, and that's you know how do I get someone's attention?How do I find that sweet spot where I've doneenough homework that I can be personal, but I'm not overinvesting time thereand it's the same thing here where it does need to be personal. There doesneed to be Yo. U Know you mention the sign and what you're talking about. Iuse a little whiteboard. It's like a Dria raceboard, that's maybe eight byeleven and I I'll draw pictures or draw logo or write someone's name or in thecase that it's for a multiple people, whether it's a mass cend all at onetime or whether it's triggered by someone reaching a particular stage ofthe relationship I might address the question or the opportunity or whateverthe targeting or segment ing characteristics, are all right, thoseon the whiteboard and those will help you get the video played but specificto your question here. There does need to be specific value for the person, itis ideal to say the person's name. Let them know that you do truly see them.You know that they guessed it on a podcastor. You know that what they justposted t link in or you know that you went to the same school or any of thoseother things that people are doing as are looking to personalized messages.Don't bury the call th action at the end of the video, even when I getvideos played very typically, they might stop at eighty seven percent. Youknow you start winding down as a speaker and they start feeling likeyou're winding down, and you know, even if you keep a video concise under oneminute, which I would do in almost every circumstance is keep it under oneminute for a variety of reasons, they're going to feel like you'rewinding down, so keep that called a action up front in addition torepeating it at the end and don't write a script when you get Voilas y, let'ssee you're dialing and you get voicemail. I know that now we canautomatically leave prerecorded voice...

...mals, but let's just pretend that we'recalling someone in in a more ATHAC basis when you get that beep with thevoicemail, you don't panic and go look around for a script. You know who youcalled you know why you called them. You know what the opportunity is, andyou know what they need to do next, if they want to take. Take you up on thatopportunity and it's the same thing n same thing in these video. So how yousay something is just as important as what exactly you say. Don't get hung upon saying the I'm airquoting here the exact right words in the exact rightorder, because they don't exist, how you say it and the sincere sincerityyou have there. The emotion you have there is something that the otherperson can feel so you're, essentially selling with emotion, you're selling,the opportunity you're selling by letting someone know that they've beenseen. Therefore, you value them you're, giving them the gift of your time andattention, which is something that cannot be faked and shouldn't be faked.IAM, not a fan of fake handwritten notes, for example, I feel like itviolates the spirit of the entire gefter. You know so thats, just a fewthoughts, cool authentic, you know short emotion, filled and you know aCTA, that's not buried. So Tho e those are SOM. Some of the things I heard nd,that's great, because I I use video in my business today. So those re, thoseare four great takeways. Can I hear ororthing there really quickly? Ayourvideo should be supported with at least one line of text. Don't let that littleanimated preview or thumbnail that has someone's name written on a white boardspeak for itself exclusively. If you have a specific reason that you reachedout to the person or some nugget curiosity, something fun. One of thosepersonalized elements write one line of text to compel someone to click playthe subject lined that one line of text in the video preview or the videothumbnail well all work together to make sure that someone clicks play onyour video love that those are great tactical pieces of advice, and I know alot of people who are using video and is etens a guy who send over tenthousand of Oom so t those are some really great tactics great. Even we areheaded towards the end of our time here and at the end of each show. We dosomething called quickfire five and it is just five questions where we get topof mind: real answers from executive revenue. Leaders like yourself you'reready to go. I am awesome. Let's do it. What is a commonly held piece of wisdomin start up land that you think is total bulship, I'm going to go withmarketers ruin everything. I'm going to say that spales is on the verge ofruining everything. I think, there's too much activity, worship and notenough focus on the best way to get the outcomes we actually want, and so, aswe EQUIPP salespeople with a lot more automation. Some of these other tools,combined with a a worship of activity, Oh frankly, linked in just isn't as funa place as it used to be yeah. No, I get that. What is a book that haschanged Your Life? I guess to keep it somewhat in t e context of businessI'll, say let my people go surfing by Avan Chuinar, the founder of Patagonia.It just really speaks to the idea of building a a company on personalpassion, and I know it st starts to sound a little bit soft, but it's justa really cool story and it's got some nice philosophy in it. So you have beenin revenue collector for a while WHO's somebody in the collective that you'rea fan of I'll, say Dallas Hogenson. I wound up at his table at the off sitein New York City last Fall Fal, thousend, an nineteen and H as reallyenjoyed spending time with him. He stayed in touch. Of course. He runsDenver and now he's running phoenix as well, so he's obviously committed tothe collective and helping grow it and h. He just welcomed me in, and I've uhspent some time with him in person a couple of times and it's been apleasure. That's awesome. He and I have connected a few times on Lincon, but Ihaven't had the pleasure of getting a chance to meet him in person. Yet so hewill be someone that I target to me: Cool, so you're Yo, W you'R E you're,getting amped up t s to create some video. You know tomorrow, een first dayof the week, what's an album that...'re listening to to get excited Bhat,something that you love so fin, I I tend not to use music toget hyped up. When I went to go about my work, I tended to kind of chill outa little bit, and so I I mostly get quiet and usuallyinvolve some some form of physical activity running in the morning is veryhelpful for kind of zoning in to get ready for an important day or some. Youknow not yoga in a really traditional sense. But you know some. Some forms ofyoga are also a greatway to chill awesome. Lastly, give the audience sortof your life's motto, or maybe a guiding principle that they could takehome with them. Today our son was born he's now a teenager B t as he was born.I was looking for just some guide post that I could offer him that he couldlearn from at a very, very early age, and so I came up with honest, smart andcaring. Those are the three most important things you can be, and so youknow when he was two or three he could say them and when he was eight or ten,we would talk about situations and use those as instructive. You know guidepost to to talk about what happened and how it could have gone differently, andso, as he gets older and as we think about our own employees as we thinkabout our team members, as we think about our customers, all it is is aboutbeing a good person and operating in in a you, know, fourthright way in a waythat helps and serves others, and I think if we can be honest if we can besmart and if we can be caring, we're in a position to win and to win the rightway, lol it Tan. This has been great. I've really really enjoyed this. Younow tell everyone who's listening, how they can get in contact with you or orlearn more about Bomba sure I'll. Give you a few options. First, I do welcomedirect communication. That's one of the best things about revenue. Collectiveis connecting with other people. Very directly is so you can email me ethenEthan, at Bombam dotcom. You can hit me up on Lingcton, it's just Eten Baut,I'm pretty sure. I'm the only one there and my last name is spell B eute. Youcan check out bombomb at Bombab DOT COM. You cand check out the book at Bombom,dtcoms, slash book and you could check out the customer experience Bodgast atBombom, back comslash pod cast awesom and your revenue, collectiveslackhandle Evenbtden, I'm in Colorado, springs about an hour r sorth t's anhour south of Denver that they have welcomed me and assome beefen. Thank you. This has beenan an awesome episode, love chatting with you. Thank you so much fo' beingon the show man. Thank you. I really appreciate it.

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