Understanding the Importance of Customer Advocacy
In this episode of the Feedcast podcast, Tricia interviews Jim Tincher, CEO of Heart of the
Customer, as they explore the journey from a product-focused mindset to prioritizing customer
experience. Jim emphasizes the need for companies to advocate for customer needs and build
products and services around them. By sharing real-life examples, he highlights the pitfalls of
designing for oneself and the importance of understanding the customer journey.
Overcoming Challenges and Maintaining a Customer Focus
Jim and Tricia discuss the common challenges that companies face in maintaining a customer-
focused mindset. They address the tendency to prioritize growth, cost management, and other
business objectives over the customer experience. Emphasizing the need for executive buy-in,
they stress the significance of incorporating customer experience into decision-making
processes and aligning all departments to understand and meet customer needs.
The Key Elements of Successful Customer Journey Mapping
The conversation delves into the key elements of successful customer journey mapping. Jim
outlines the five questions that organizations should address: identifying the right business
problem, determining the appropriate journey and customer, selecting the right approach, and
assembling a capable team. By focusing on these aspects, companies can gain valuable
insights into their customers' experiences and identify areas for improvement.
Companies Getting Customer Experience Right
Jim highlights companies that are excelling in customer experience, going beyond the traditional
examples. He shares inspiring stories of organizations such as Dow, Hagerty, and UKG, who
have successfully prioritized customer-centric approaches and revolutionized their respective
industries. These examples demonstrate the significance of measuring enjoyability and trust in
B2B interactions and emphasize the importance of emotions in shaping customer experiences.
Moving Beyond Traditional Metrics
Tricia and Jim explore the limitations of traditional metrics, such as net promoter score (NPS), in
truly understanding and improving customer experiences. They stress the need to listen to
customers' actions and words, as well as to measure and address emotional factors. They also
discuss the growing role of AI and chatbots in enhancing customer interactions and the
importance of keeping the customer at the center of the experience.
Closing Thoughts
The episode concludes with Jim sharing insights from his book and the research he conducted.
He underscores the need for organizations to connect customer experience to their financials

and explains how successful companies create a customer-centric culture. By embracing
change management and aligning all departments, businesses can ensure that the customer
experience becomes part of their DNA.
Overall, this episode provides valuable insights into the shift from product-focused thinking to
prioritizing customer experience. It offers practical strategies for maintaining a customer focus,
enhancing journey mapping efforts, and leveraging metrics that truly measure customer
satisfaction and loyalty.
Key Points
[01:56] From product design to customer experience
[06:22] Advocating for customer needs
[11:46] Why do companies shift away from customers?
[22:10] Where does the customer journey start?
[27:29] What companies are doing it right?
[30:06] Jim’s book and the research he found
[34:15] Closing statements

Welcome back to The Feedcast, where we continue our conversation with Wook Chung, Chief
Product Officer at Farrow Bank. In this episode, Wook provides further insights into the world of
feed technology, its impact on user engagement, and its potential applications in various
industries.
Wook emphasizes that feeds serve as the initial point of interaction with users. For instance,
when you open a banking app, the content at the top of your feed can draw you in. This one-
way engagement is a delicate balance, and its one of the reasons why the banking industry has
been hesitant to adopt feed systems. Successful platforms like TikTok thrive on a dedicated
feed-only approach, emphasizing the importance of sending the right content at the right
frequency. Farrow Bank, committed to financial inclusion across income classes, aims to help
paycheck-to-paycheck consumers by making economics work for them. Wook envisions the
future of banking as potentially cashless, with brick-and-mortar banks gradually giving way to
digital alternatives as the online-native generation becomes more comfortable with virtual
spaces.
Turning to healthcare, Wook notes the growing need for personalization in this field, even more
than in banking. With advancements in AI, healthcare could offer more tailored
recommendations. A feed system could provide personalized health tips and insights,
enhancing the patient experience. As for the future of feed technology, Wook acknowledges
uncertainty about the next big breakthrough but underscores its enduring presence.
Organizations have a tremendous opportunity to leverage AI and other technologies for
customer engagement through feed systems, enabling possibilities not feasible in traditional
brick-and-mortar spaces.
Join us in this episode of The Feedcast" as we explore the evolving landscape of feed
technology and its potential to transform various industries, from banking to healthcare. Wook's
insights offer a glimpse into the dynamic world of feeds, making this episode a must-listen for
those interested in the future of technology and user experiences.
Key Points
[00:45] The balance of the right feed in the right cadence
[08:45] How does Wook create a personal experience in a digital space?
[12:26] The future of banking: brick and mortar vs. digital
[15:22] What can the healthcare system learn from the Facebook’s of the world?
[19:26] What’s the next big channel for consumer engagement?
[21:54] Is feed tech here to stay?

Show Notes
Welcome to another insightful episode of "The Feedcast," a Relay Network Podcast. In this
episode, we are thrilled to have Wook Chung, the Chief Product Officer at Farrow Bank, as our
distinguished guest. With an impressive career spanning organizations like Facebook, Twitter,
SoFi, Samsung, Google, Microsoft, and more, Wook brings a wealth of experience and
knowledge to the table.
Wook Chung's expertise lies in harnessing the power of feeds, those ubiquitous streams of
content that shape our online experiences. According to him, feeds serve as a perfect lens to
simplify and enhance the user journey, utilizing virtual real estate to its fullest potential. Whether
it's Facebook connecting you with friends and family or TikTok entertaining you with short
videos, feeds can cater to a wide range of objectives.
Crucially, feeds must navigate the delicate balance of time and human attention, making them a
vital tool for achieving a platform's purpose and goals. Wook delves into how platforms like
TikTok and Instagram optimize content to meet specific user needs, from entertainment to
information sharing. He emphasizes that the holy grail of user experience is ease of use, where
feeds play a pivotal role. Not only do they suggest content aligned with a user's needs, but they
also introduce users to content they might enjoy outside their usual preferences. The challenge
lies in finding the right balance, as altering the order of content can influence user engagement.
Furthermore, Wook suggests that the financial industry could benefit from adopting feed
technology to help individuals manage their finances effectively. Just as feeds prioritize
information for users, a similar approach could assist people in tracking their financial health
and making informed decisions for the future. Join us for a deep dive into the world of feeds and
discover how they shape our online experiences and hold the potential to revolutionize
industries beyond social media. Wook Chung's insights are sure to leave you with a fresh
perspective on the role of feeds in our digital lives. Don't miss this captivating episode of "The
Feedcast."
Key Points
[01:38] What is it about feed technology that gets Wook excited?
[02:49] Ways to measure the value of each function
[08:26] How do marketers or content creators facilitate engagement?
[14:33] How have Wook’s experiences have taught him
[22:57] Banks learning from Big Tech

Welcome to The Feedcast! In this episode, we are joined by Caine Fair, an expert on omnichannel marketing with a focus on customer engagement. Caine is the group strategy director of Engagements- Health & Wellness Grey Group, one of the top global marketing organizations.

Caine’s Background

Caine's extensive experience in the field began when he delved into the world of social media during his early career, working on a pioneering pharmaceutical product marketing campaign. Despite challenges with regulatory compliance, Caine recognized the potential of social media as a powerful avenue for reaching individuals affected by specific disease states. Leveraging the platform, he utilized impactful testimonials and engaging content to connect with the target audience.

In the health and wellness space, providing individuals going through challenging times with meaningful moments is both a challenge and an opportunity. Often, individuals face overwhelming situations where they seek clarity and turn to social media or search engines for answers. Caine's team crafts omnichannel plans that educate, connect, and drive decision-making through the power of storytelling.

Navigating the regulated healthcare industry while trying to appeal to consumers in layman’s terms can be tricky. Drawing inspiration from consumer marketing brands, Caine's team gains a creative edge and aims to activate leaders outside the pharmaceutical field.

They conduct extensive research to understand how consumers seek information and adjust marketing strategies accordingly. Staying ahead of consumer trends and using platforms like TikTok allows them to reach doctors and patients effectively. However, marketing in the health and wellness field requires compliance and careful communication. Social media's interactive nature provides a unique opportunity for back-and-forth communication with patients, fostering success and accessibility to necessary resources.

Join us on this episode as we delve into the world of omnichannel marketing and customer engagement with Caine Fair. Discover how his team navigates the regulated healthcare industry, drives inspiration, and creates meaningful connections with consumers. Don't miss this insightful discussion on adapting marketing strategies to meet the ever-changing needs of the health and wellness field.

Key Points

[01:34] Caine’s background from the early social media to now

[09:17] How can the same frictionless experience be transferred to healthcare providers?

[13:40] Borrowed tactics to help combat regulations

[17:35] How do you better educate on the brand side, and also on the provider side?

[27:56] The Super Bowl Example and the importance of omnichannel

[32:33] Balance between Boomers and Gen Z

[35:00] Shifting behavior in doctors and patients gathering information

In this episode of The Feedcast, Steve explains the impact of feed technology on customer engagement and the potential of AI for the future.

Steve Gillin is the founder of Relay Network, a leader in feed technology for business to consumer communications. Relay Network is connected to 85 million consumers across three verticals: financial services, healthcare, and home services. It allows businesses to communicate with consumers in a one-to-one feed. Prior to Relay Network, businesses were using technologies designed for consumer-to-consumer communication for business-to-consumer. Relay’s scrolling feed technology provides a simple and easy way for businesses to engage with customers.

Takeaways:

1) Relay is a scroll feed technology that is an effortless communication channel for businesses to their consumers

2) They invest heavily in their design and certification to ensure the most compliant and secure connections.

3) Businesses can significantly expand their digital footprint upon implementing Relay’s feed technology

4) Relay’s feed technology gets attention and drives that attention resulting in double digit growth across all size companies in various industries

5) Through format, content, and orchestration, the power of the scroll provides for an elevated and secure 1:1 communication experience for consumers


Steve explains how Relay was created to reduce friction in business-to-consumer communication. The approach taken is unique, as it sets up a feed for each customer. It then sends a text to the customer to claim the feed. This allows for the content in the feed to be personalized based on the individual user's journey with the customer. As a result, it delivers a unique experience down to the individual, based on the business's goal for the interaction.

Steve and Tricia discuss how Relay has focused on the most important aspects to consumers: money, health, home, and family. Relay works with companies large and small, highly regulated industries, such as financial services and healthcare, and invests heavily in the design and certification of the tool to keep both companies and the consumer secure.

HEALTHCARE ENGAGEMENT: DRIVING COMPASSION THROUGH DIGITAL CHANNELS

This episode of The Feedcast features Eric Steinberger, Chief Marketing Officer of Atlantic Health Systems. A veteran marketer with experience spanning technology, financial services, and retail, Eric walks us through his foray into healthcare marketing and how important the patient experience is in driving brand and engagement. Eric finishes up with his thoughts on AI and what our futures may look like with healthcare potentially taking the form of avatars.

Key Takeaways in this episode include:

· Technology in the form of the electronic medical record is table stakes in building patient comfort and trust

· Compassion can be communicated through digital engagement, it starts with the brand experience

· Compliance can be fun! It all comes down to safety first

While we aren’t talking about mind control, Episode 3 of The Feedcast has host, Tricia
Gabberty, speaking with Jason Kahner, Global Chief Client Officer for Gray, on how agencies
‘get into the mind’ of the consumer to better position their clients’ brand as the customer’s
purchase of choice.
Their conversation begins with Jason explaining, from both an agency and brand point of view,
the importance of research and understanding the complexities that make people tick. Jason
explains that understanding the underlying behaviors and desires of each person, as well as
their barriers, is essential in order to create a consumer journey. This rational and methodical
process helps to influence consumers when making a purchasing decision.
Jason emphasizes the importance of an emotional connection when it comes to marketing and
the importance of making a good first impression, quickly, while building a continuum to extend
that good impression through the lifetime of the brand/customer relationship.
Download and listen as Tricia and Jason talk about push and pull marketing, and which
approach is most successful in getting customers to go beyond one transaction.