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How Customer Experience Drives Trust, Loyalty, and Growth in Real Estate · Know Like Trust for Real Estate

0:00
[SPEAKER_01]: If the leaders are thinking it's a 10-week course that'll change everything, and the front-line employee doesn't see they have the power to make an impact on somebody else's life, and they are the ambassador for the brand.
0:14
[SPEAKER_01]: In that moment that will decide if that customer comes back, we've got to find a fresh way to communicate with both the leader in the front-line employee.
0:22
[SPEAKER_00]: Welcome to No Like Trust for Real Estate, where I help you craft branding and marketing strategies that align with your unique strengths.
0:29
[SPEAKER_00]: Agents who work with me grow their business on average 40% by aligning their marketing with who they are, not what they sow.
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[SPEAKER_00]: Today is the third episode in our customer experience series, and today I'm super excited to be joined by Elizabeth Dixon.
0:43
[SPEAKER_00]: Elizabeth is a former executive at Chick-fil-A.
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[SPEAKER_00]: She's also a nationally recognized speaker and an author, and she helps organizations build long-lasting relationships, trust, and loyalty with their customers.
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[SPEAKER_00]: So today we're going to get into her book, the power of the customer experience, and I'm super excited about it.
1:02
[SPEAKER_00]: Let's go ahead and get to it.
1:09
[SPEAKER_00]: Elizabeth, thank you so much for being on the no-like trust pod.
1:13
[SPEAKER_00]: It's so great to have you here.
1:14
[SPEAKER_00]: Thank you for having me.
1:15
[SPEAKER_00]: It's an honor.
1:16
[SPEAKER_00]: I'm so excited to talk to you about customer experience.
1:20
[SPEAKER_00]: We're going to dig into your book, the power of the customer experience, which I have right here.
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[SPEAKER_00]: love it.
1:26
[SPEAKER_00]: I want to know before you wrote that book.
1:30
[SPEAKER_00]: What was it that you were seeing?
1:32
[SPEAKER_00]: I mean, you've been an executive at Chick-fil-A, like you've worked for the rits, you know, you're on the national speaking stage all the time.
1:41
[SPEAKER_00]: Was there something that happened that you are seeing over and over again that made you think that this was an important topic to talk about?
1:49
[SPEAKER_01]: Mm, yes.
1:50
[SPEAKER_01]: Specifically in my time at Chick-fil-A, it's such a loved brand.
1:55
[SPEAKER_01]: And so we would have so many companies and organizations reaching out saying, well, you teach us your training model.
2:03
[SPEAKER_01]: You just tell us what you do that is going to make our organization be so successful in customer experience.
2:11
[SPEAKER_01]: And at that time, I was leading hospitality for the business and we would have these workshops where companies would come and we would host them and feed them lunch and it'd be a full day thing and say here things we've learned that work or don't work but most of the companies that would come it was like they just wanted this ten week course or it was like the magic pill that was just going to change everything.
2:38
[SPEAKER_01]: And I thought, oh my, this is really dangerous because customer experience, it starts with the mindset of the individuals that lead the company, that create the culture, that select the people, that, you know, pursue the customer needs and their values, you know, it is this really intricate, like,
2:59
[SPEAKER_01]: Within the DNA of the company, it's not just a training module that you're going to roll out to the company and it changes everything so that was one part the second part
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[SPEAKER_01]: was I found that frontline employees didn't understand the power that they held in how they treated the customer.
3:20
[SPEAKER_01]: They felt like this is just another job, it's just an hourly job like I'm low on the totem pole.
3:26
[SPEAKER_01]: But the reality is the customer is one or lost at that interaction.
3:30
[SPEAKER_01]: Sure.
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[SPEAKER_01]: And I thought, oh, no, if the leaders are thinking, it's a 10-week course that'll change everything.
3:38
[SPEAKER_01]: And the frontline employee doesn't see they have the power to make an impact on somebody else's life.
3:43
[SPEAKER_01]: And they are the ambassador for the brand in that moment that will decide if that customer comes back.
3:52
[SPEAKER_01]: We've got to find a fresh way to communicate with both the leader in the frontline employee.
3:57
[SPEAKER_01]: And then the third part,
3:58
[SPEAKER_01]: is I was leading this for a great brand and business, and I had plenty of resources and books, but we at the time had 250,000 team members across the country, and I couldn't find a single book about customer experience for them.
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[SPEAKER_01]: And if I honestly,
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[SPEAKER_01]: I don't need the books.
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[SPEAKER_01]: They're the magic makers of this brand.
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[SPEAKER_01]: We need resources that will inspire them.
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[SPEAKER_01]: So those were the three parts that I thought, you know, maybe there's enough room on the library shelf for another book that can help it.
4:31
[SPEAKER_00]: Heck yeah, oh my god.
4:32
[SPEAKER_00]: And those, that's really what you started with, which was mindset, followed by culture.
4:39
[SPEAKER_01]: Yes.
4:41
[SPEAKER_00]: And then I think it was no your customer.
4:43
[SPEAKER_00]: Yes, great, Jai.
4:45
[SPEAKER_00]: And then you said it a minute ago, customer experience.
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[SPEAKER_00]: Yes, yes, yes, right.
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[SPEAKER_00]: And then innovation.
4:52
[SPEAKER_01]: Yeah, it's exactly right.
4:54
[SPEAKER_00]: Yes.
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[SPEAKER_00]: And then a natural order.
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[SPEAKER_00]: Yes, in that order, which I thought was really, really brilliant, and now that you really explain it in the context of the Chick-fil-A experience that makes so much sense, it really has to be ingrained in the organization, and it has to be part of your value system.
5:12
[SPEAKER_00]: One other way is it's an authentic.
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[SPEAKER_01]: Yes, it won't show up.
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[SPEAKER_01]: It'll be a slogan, it'll be a seasonal push.
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[SPEAKER_01]: It's like, oh, what's the flavor of the week now that we're going to do as a company?
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[SPEAKER_01]: The employees will see right through it, because if they don't experience it, they can't create it.
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[SPEAKER_00]: Yes, and you have to own that and live it every single day.
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[SPEAKER_01]: So it's exactly right.
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[SPEAKER_00]: Yeah.
5:39
[SPEAKER_00]: So all right.
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[SPEAKER_00]: So let's think about the real estate agent.
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[SPEAKER_00]: So essentially the real estate agent, who are the bulk of our listeners are solopreneurs.
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[SPEAKER_01]: Yes.
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[SPEAKER_00]: So the great thing is they get to decide what their mindset's going to be, what their culture of their business is going to be, you know, from your perspective.
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[SPEAKER_00]: But what is one element?
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[SPEAKER_00]: Like what's one mindset change or shift that a real estate agent could implement today to sort of start the wheels turning?
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[SPEAKER_01]: In the book, I talk about four for customer experience.
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[SPEAKER_01]: There's, you know, probably a list of a hundred different mindsets we can choose.
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[SPEAKER_01]: I was thinking this morning, I was working out thinking about being a mom and I was thinking about what is my mindset for being a mom like that changes everything.
6:31
[SPEAKER_01]: And I was like, I did not get into this motherhood thing for me.
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[SPEAKER_01]: They do not exist.
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[SPEAKER_01]: like, for me and my happiness, my role in being a mom is to help equip them to be contributors to society and the future.
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[SPEAKER_01]: And that changes everything because if it's for me, then I'm probably not going to dish out consequences to hold them to a standard the same as if, you know,
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[SPEAKER_01]: I'm trying to help them be kind, compassionate, empathetic, strong, you know, the next generation that will be here when I'm not.
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[SPEAKER_01]: So anyway, there's lots of mindsets we can have and I was coaching myself through life.
7:12
[SPEAKER_01]: All right, Elizabeth, like put on your mama mindset about how you're going to help guide them through these preteen and teen years.
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[SPEAKER_00]: Yeah.
7:19
[SPEAKER_01]: But in the book, I talk about four mindsets.
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[SPEAKER_01]: specifically around customer experience.
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[SPEAKER_01]: And all of these we can put on.
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[SPEAKER_01]: The first one is a mindset of excellence.
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[SPEAKER_01]: Excellence is the 90% of work that people don't see.
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[SPEAKER_01]: It's the cold calls.
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[SPEAKER_01]: It's getting yourself revved up again and getting out there.
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[SPEAKER_01]: It's going to that social event that you honestly don't want to go to, but it's really good for networking.
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[SPEAKER_01]: It's, you know,
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[SPEAKER_01]: Putting yourself out there on social media, whatever the tactics are that are going to help grow your business, it's that hard work and it's doing it in a way that you really can be proud of.
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[SPEAKER_01]: The second one is a mindset of empathy.
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[SPEAKER_01]: it's really putting yourself in your customer's shoes.
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[SPEAKER_01]: I think it can be easy that it's just another closing another process.
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[SPEAKER_01]: But this is a lot of money for the client.
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[SPEAKER_01]: It's probably the largest purchase they will ever make.
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[SPEAKER_01]: And so not falling into a trap of treating it like just another thing, but really stewarding the people and the emotions that are
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[SPEAKER_01]: in the whole process.
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[SPEAKER_01]: So the mindset of excellence, a mindset of empathy, a mindset of empowerment.
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[SPEAKER_01]: Being a solopreneur, you are ridiculously in charge, and it's kind of like, if you don't do it, no one else is doing it.
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[SPEAKER_01]: A lot of times empowerment shows up in the bigger organizations where it's like, I'm not allowed to do that.
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[SPEAKER_01]: And leaders really need to give permission.
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[SPEAKER_01]: if they want their frontline employees to create exceptional experiences, they have to empower them and say, hey, within these boundaries, you have freedom.
9:05
[SPEAKER_01]: But I think sometimes as celipreneurs, we have to kind of look at ourself and be like,
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[SPEAKER_01]: get all in their girl, like get out there, your empowered, go do the thing, be gritty, like let's let's what would what would I do if I had less time and fewer resources?
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[SPEAKER_01]: How can I be a little bit more gritty in it?
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[SPEAKER_01]: So be empowered and then the last one is a mindset of engagement.
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[SPEAKER_01]: And I think this one can be hard because markets and interest rates, and there's a lot of external forces that can make the life and the reality of a real estate agent more difficult, lawsuits that change when commission rates are in the conversation.
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[SPEAKER_01]: Yeah.
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[SPEAKER_01]: feeling like you have to represent your value instead of it just being understood.
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[SPEAKER_01]: And how do I talk about that?
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[SPEAKER_01]: And you know, mindset of engagement is just it's being in the game.
10:00
[SPEAKER_01]: It's being in the conversation a friend of mine the other day was talking about technology and schools.
10:07
[SPEAKER_01]: And like gosh, I just hate it that the school allows this.
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[SPEAKER_01]: And I thought,
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[SPEAKER_01]: Let's do something about it.
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[SPEAKER_01]: What, why don't we have a conversation?
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[SPEAKER_01]: Let's do something about this.
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[SPEAKER_01]: So mindset of engagement, I think it doesn't sit on the sidelines, it doesn't just be like, where's that lesson true?
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[SPEAKER_01]: It's like, what if we could change this?
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[SPEAKER_01]: What is in my kind of sphere, my domain that I could impact?
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[SPEAKER_01]: to make this different for my community, myself, this industry, whatever that is.
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[SPEAKER_01]: So those are four mindsets that we can put on and they sound, they sound in our heads very unique, like a mindset of excellence is why not my best?
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[SPEAKER_01]: Why not my best?
10:49
[SPEAKER_01]: It's not going to the
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[SPEAKER_01]: But it's also not like that.
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[SPEAKER_01]: Good enough.
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[SPEAKER_01]: And the sound and the voice of that shapes how we behave and then how we behave.
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[SPEAKER_01]: It shapes our results.
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[SPEAKER_01]: And that's why mindset is so important.
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[SPEAKER_01]: Is the story we tell ourselves?
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[SPEAKER_01]: Actually determines what we're going to show up and do every day.
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[SPEAKER_01]: And that is going to determine our outcomes.
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[SPEAKER_01]: Okay.
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[SPEAKER_00]: First of all, that was like beautiful.
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[SPEAKER_00]: incredible.
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[SPEAKER_00]: Let's talk about outcomes.
11:22
[SPEAKER_00]: What do you think the real cost is when organizations are solopreneurs say customer experience isn't that important or they maybe they don't maybe they don't outwardly say that but maybe they don't you know think about it in a real deep way as part of their culture as part of their their you know the pillars of value
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[SPEAKER_01]: A real reality is that a lot of times when things get hard, the first financially, the first things to go are employee experience and then customer experience.
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[SPEAKER_01]: And one's a lead and the others, the lag indicator.
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[SPEAKER_01]: So bigger businesses, the environment, the culture, the employee experience, overflows onto the customer and that creates the customer experience.
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[SPEAKER_01]: There's an authenticity between whatever the culture is like within the company,
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[SPEAKER_01]: customer.
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[SPEAKER_01]: It's not going to be toxic in here and the light fell out there.
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[SPEAKER_01]: No, you're going to.
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[SPEAKER_01]: You've been in a store where you're like, whoa, yes, something's going on there.
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[SPEAKER_01]: You know, we're actually in an enterprise rental location and my husband was returning a car and he had had a poor experience when he first got the car.
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[SPEAKER_01]: And he said something to the employee about it and she was like,
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[SPEAKER_01]: It was her boss and she's like, yep, like we live, that is, she was very appropriate, but it's like that experience.
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[SPEAKER_01]: It starts with that leader.
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[SPEAKER_01]: It's, you know, got all on my husband, but it's that employees reality each and every day.
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[SPEAKER_01]: So I think that first we have to go back and see the customer experience is an overflow of the culture and the employee experience.
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[SPEAKER_01]: The culture is what causes people to leave.
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[SPEAKER_01]: to stay.
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[SPEAKER_01]: Whether they're an employee or a customer.
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[SPEAKER_01]: So I think that's one of the best ways to help people see the impact is that if you want greater retention rates of employees and customers, then the experience is going to be something that you're going to prioritize.
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[SPEAKER_01]: If you don't, like if that doesn't matter to you and you're in this magical business,
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[SPEAKER_01]: stop no matter how poorly you treat them.
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[SPEAKER_01]: Then yeah, I guess you don't really have to worry about it, but most of us out there are needing to treat people in such a way that they say,
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[SPEAKER_01]: I would rather choose them than go to any of the other competitors because of the way they made me feel.
13:57
[SPEAKER_00]: Yes, hundred percent, it's so I always talk about this quote from my Angela, which is, you know, people will forget what you did, they'll forget what you said, but they'll never forget how you made them feel.
14:10
[SPEAKER_00]: And I think, you know, you said maybe, you know, some organizations don't have to worry about the churn or they don't have to worry about retention, but I think I would argue that more and more of these days, they do need to worry about that, right?
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[SPEAKER_00]: Because there's so much competition out there.
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[SPEAKER_00]: Doesn't every company really need
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[SPEAKER_00]: to have a take a hard look at customer service and excellence and you know and infuse that into their business hasn't their benefit.
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[SPEAKER_01]: I think so because the customer is more in control than they've.
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[SPEAKER_01]: ever been.
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[SPEAKER_01]: We have louder voices as consumers.
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[SPEAKER_01]: We have platforms.
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[SPEAKER_01]: We have reviews.
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[SPEAKER_01]: We have more options to your point that we can go somewhere else.
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[SPEAKER_01]: Products and services are so easy to replicate and mimic.
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[SPEAKER_01]: Experience is really hard because it's humans, you know, preparing for a talk in two weeks with an airline and I thought, you know, I really want to get to the
15:10
[SPEAKER_01]: Yeah.
15:11
[SPEAKER_01]: And what's the best part of your job?
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[SPEAKER_01]: And I think the answer is the same.
15:15
[SPEAKER_01]: Yeah.
15:15
[SPEAKER_01]: It's people.
15:16
[SPEAKER_01]: Yes.
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[SPEAKER_01]: Like people are the greatest struggle, but they're also like the most beautiful part, because at the end of the day, most of us are in the people business.
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[SPEAKER_01]: We are serving people.
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[SPEAKER_01]: We are working with other people.
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[SPEAKER_01]: And people, we're just messy because we have expectations and we have feelings.
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[SPEAKER_01]: We want to blame, and we want to feel better, and we want to complain about stuff.
15:45
[SPEAKER_01]: And so we just have to walk around holding all of these feelings and emotions of other people.
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[SPEAKER_01]: And that can get really exhausting.
15:53
[SPEAKER_01]: I had a call with a girl that I work with for our sleepwear business for slumber sleepwear today.
15:57
[SPEAKER_01]: And she leads wholesale sales.
15:59
[SPEAKER_01]: And she had just gotten off a phone call with a different organization of a customer that she was talking to.
16:06
[SPEAKER_01]: they just wanted to vent and a lot of times we have an opportunity when people are upset that we can build trust with them by just being a safe place for them to get their frustration out.
16:21
[SPEAKER_01]: And I said to her, I was like, do you need to get that out and off to me?
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[SPEAKER_01]: Here's a moment if you need to vent anything.
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[SPEAKER_01]: And I think we have to create space for each other that when we have those moments when people are complaining at us, we have to let that out somewhere.
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[SPEAKER_01]: But all of it builds trust, it builds loyalty.
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[SPEAKER_01]: It ultimately grows the organization.
16:46
[SPEAKER_01]: Yeah.
16:46
[SPEAKER_01]: So should everybody focus on it?
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[SPEAKER_01]: I think so because customers have more choice and it's easy to replicate the sting, the gadget, the service that you provide, but it's really hard to replicate the experience that wraps it up and causes people to go, I trust them.
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[SPEAKER_01]: I feel safe with them.
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[SPEAKER_01]: They've got my back and that's what causes people to tell others and to come back and do you know?
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[SPEAKER_00]: Yes, I love that.
17:12
[SPEAKER_00]: You know, I had a conversation with an attorney friend of mine earlier this week and she was telling me that she's real estate attorney up, of course.
17:22
[SPEAKER_00]: And, you know, she was really explaining to me how, you know, you get what you pay for.
17:28
[SPEAKER_00]: And the reason we were talking about this was she was, you know, not disrespectfully talking about other firms, but just comparing the way she performs, you know, her business, for her clients.
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[SPEAKER_00]: And then, you know, others kind of have, they just, it's volume and value, you know, they just are wanting to turn as many transactions as possible whereas she's a lot more thoughtful, she's more expensive, but she's also, you know, going to make sure that
17:58
[SPEAKER_00]: You know, you are first and foremost, you know, her responsibility and she's going to advocate for you, you know, till the end.
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[SPEAKER_00]: And I think that consumers do have choices between the two, the two types.
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[SPEAKER_00]: There's always a volume and value.
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[SPEAKER_00]: There's always a discounter, right?
18:14
[SPEAKER_00]: Yeah.
18:14
[SPEAKER_00]: And you can choose that and that's okay and you can be that and that's okay.
18:19
[SPEAKER_00]: But, you know, if you're looking for something with a little bit more value with a little more high touch with, you know, a little bit more attention to detail, then, well, you're probably going to pay a little bit more or you're going to pay what it's worth is really what it is.
18:35
[SPEAKER_01]: Yes.
18:36
[SPEAKER_01]: Yeah.
18:37
[SPEAKER_01]: I completely agree.
18:38
[SPEAKER_01]: And there are customers, you know, as long as the team is of the world exists, like their to your point, like there are times where we want just cheap and and that's it.
18:49
[SPEAKER_01]: But for the things that matter, most if we're a quality driven person, then we see the value in what it's going to take to do something with excellence and to do it right.
19:00
[SPEAKER_01]: And that is going to matter to us.
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[SPEAKER_00]: And this actually connects perfectly to what we've been talking about, because clarity in your business isn't just about marketing, it's about what's happening behind the scenes too.
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[SPEAKER_00]: If you're a solopreneur, you know how this goes.
19:14
[SPEAKER_00]: Receipts everywhere, expenses for gotten, and then tax season shows up, and, well, it's just not fun, right?
19:20
[SPEAKER_00]: That's exactly why we built Be Keeper AI.
19:22
[SPEAKER_00]: Be Keeper AI is an AI powered, human verified, conversational, text-based, expense assistant designed for solopreneurs.
19:31
[SPEAKER_00]: No apps to open.
19:32
[SPEAKER_00]: No software to learn, no tax season scrambling.
19:35
[SPEAKER_00]: You simply text your expenses as they happen.
19:37
[SPEAKER_00]: Bekeeper AI captures them and a real human verifies everything.
19:41
[SPEAKER_00]: So nothing slips through the cracks.
19:43
[SPEAKER_00]: We're opening early access right now, and I'd love for you to be part of it.
19:47
[SPEAKER_00]: Head to bekeeperAI.com slash waitlist to sign up.
19:50
[SPEAKER_00]: That's the letter B. KeeperAI.com slash waitlist.
19:56
[SPEAKER_00]: I'll see you there.
19:58
[SPEAKER_00]: Let's talk about trust in loyalty.
20:00
[SPEAKER_00]: You had so many wonderful examples in your book, and I'm thinking of two of them, but I would love, let's see if we're on the same wavelength.
20:07
[SPEAKER_00]: Okay.
20:08
[SPEAKER_00]: I would love for you to give an example of an experience where trust was reinforced and one where trust was really eroded.
20:19
[SPEAKER_00]: Mmm, that's good.
20:22
[SPEAKER_01]: Okay, well from the book, trust was definitely reinforced.
20:27
[SPEAKER_01]: with me personally with this woman named Linda from your job.
20:32
[SPEAKER_01]: Yeah, okay.
20:33
[SPEAKER_01]: I got it right.
20:33
[SPEAKER_01]: I got it right.
20:35
[SPEAKER_01]: Survey says my daughter and I she's 10 now and we were shopping and
20:42
[SPEAKER_01]: You know, she'd been to a mall twice in her life, like this generation is just growing up with everything come the start to work.
20:51
[SPEAKER_01]: And I had an ulterior motive to find a very particular, like, pair pants that I would feel great speaking in.
20:58
[SPEAKER_01]: You know, I masked it as this mother daughter day, but you just, like, don't go into things with that kind of an ulterior motive.
21:06
[SPEAKER_01]: It just is going blow up in your face.
21:08
[SPEAKER_01]: So anyway, she's done like she was probably done by store to and I'm like still don't have my payants.
21:13
[SPEAKER_01]: And so, um, and I probably hadn't been to a mall in a year.
21:18
[SPEAKER_01]: And so, we walked into Nordstrom, and I was exhausted, and she's over it.
21:23
[SPEAKER_01]: We get up to the women section.
21:25
[SPEAKER_01]: I said, Ashley, I would just love to look at this store to see maybe if they have a pair of feet.
21:30
[SPEAKER_01]: we get up there and it was just like she created this in space around her where she didn't even have to say much but I probably vomited verbally like I just do pants and it's for this talk
21:45
[SPEAKER_01]: You know, she just looked at me.
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[SPEAKER_01]: She's like, I got you.
21:48
[SPEAKER_01]: And she took us into the biggest dressing room.
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[SPEAKER_01]: She had.
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[SPEAKER_01]: It had those three mirrors.
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[SPEAKER_01]: Anne's least coming alive.
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[SPEAKER_01]: She's singing let it go from frozen and having the time of her life.
21:59
[SPEAKER_01]: And I'm like, go on girl.
22:02
[SPEAKER_01]: And Linda is just bringing me pants.
22:05
[SPEAKER_01]: And I end up falling in love with this pair of pants that I was like, they're how much.
22:11
[SPEAKER_01]: But I did it because I was like, I'm buying these pants.
22:13
[SPEAKER_01]: And I still am them and I love them.
22:15
[SPEAKER_01]: Good for you.
22:16
[SPEAKER_01]: But when I went to check out, I was like, I want to check out with her.
22:19
[SPEAKER_01]: And so I found where she was on the floor and I went over and check out with her.
22:23
[SPEAKER_01]: And I was, you know, she would give me tips on what kind of belt I could wear and all these things.
22:28
[SPEAKER_01]: And I just wanted to thank her.
22:32
[SPEAKER_01]: And as we're finishing up she's like, I am so sorry, and I'm like, oh my gosh.
22:40
[SPEAKER_01]: Like, did my credit card not go through?
22:42
[SPEAKER_01]: Yeah, and I about to be embarrassed.
22:44
[SPEAKER_01]: Like, well, it's going on.
22:46
[SPEAKER_01]: And she's like, I am so sorry.
22:47
[SPEAKER_01]: I don't have any more tissue paper.
22:51
[SPEAKER_01]: And I was like, oh.
22:53
[SPEAKER_01]: I could care less about tissue paper.
22:56
[SPEAKER_01]: Like I got pants like I'm winning.
22:59
[SPEAKER_01]: I just receipt so I don't get in trouble and I'm out of this place.
23:03
[SPEAKER_01]: But it really stood out to me because the way she said it, it had so much dignity in it.
23:09
[SPEAKER_01]: I'm like, no, no, no, no, no.
23:12
[SPEAKER_01]: Like I don't do stuff, have hearted.
23:14
[SPEAKER_01]: No, no, no, no, no, like at Nordstrom, we treat you well.
23:17
[SPEAKER_01]: You deserve tissue paper.
23:19
[SPEAKER_01]: I just thought, wow, she gets it.
23:22
[SPEAKER_01]: She's Linda, Linda, who works at Nordstrom, and she's going to take pride in the work that she does.
23:30
[SPEAKER_01]: And those kind of moments, they create a connection.
23:34
[SPEAKER_01]: I've never met the CEO of Nordstrom.
23:36
[SPEAKER_01]: But I don't have to, because they're creating a culture.
23:40
[SPEAKER_01]: They are the team is empowering the linders of the world to create an experience that makes me go when it's time to bad pants.
23:50
[SPEAKER_01]: I'm gonna go back to Nordstrom.
23:52
[SPEAKER_01]: There's another fun story in the book about, um, I actually have a process that before the book gets to the, um, final draft.
24:01
[SPEAKER_01]: I have a group of about 15 people read it from different businesses, from different angles and see what I'm missing.
24:09
[SPEAKER_01]: And one of the things that for this book, I got feedback on was I was missing the like, what's in it for me?
24:15
[SPEAKER_01]: And I was like, ooh, that's good.
24:16
[SPEAKER_01]: They're like, you know, the friend and employee, they need to know,
24:21
[SPEAKER_01]: Yeah.
24:22
[SPEAKER_01]: I was like, good, good point.
24:23
[SPEAKER_01]: And then one of the women on the call, she spoke up and she said, I have a great story about that.
24:29
[SPEAKER_01]: I was like, oh, it's your story.
24:30
[SPEAKER_01]: She said, my son, he works for Jimmy Johns.
24:33
[SPEAKER_01]: And he did delivery.
24:34
[SPEAKER_01]: It was during the summer.
24:35
[SPEAKER_01]: And he would do the deliveries and accidentally one of the customers doubled ordered.
24:41
[SPEAKER_01]: And so when he went to take the delivery, that he was going to be charged twice, and there was going to be another order coming, and the customer met him in the lobby of this big building in Buckhead, Atlanta.
24:53
[SPEAKER_01]: And it was actually the CEO of this company, but her son didn't know that.
24:57
[SPEAKER_01]: And so he was delivering the order, and the customer shared the problem, accidentally two orders, another one's coming,
25:03
[SPEAKER_01]: And her son, the young man, took it upon himself was empowered and engaged enough to go, I'm going to fix this.
25:12
[SPEAKER_01]: And he fixed it.
25:14
[SPEAKER_01]: Wow.
25:14
[SPEAKER_01]: He could have just been like, who's whatever, like, I'm out, but he didn't, he fixed it.
25:20
[SPEAKER_01]: And that customer said, hey, before you go, I want you to come meet somebody, introduce
25:32
[SPEAKER_00]: Oh my god.
25:33
[SPEAKER_01]: I know, but great people notice people who do a great job.
25:40
[SPEAKER_01]: Yes.
25:41
[SPEAKER_01]: And it's like, when you're in business, you're looking for great people when you go up to restaurants, when you're shopping in stores, and when you spot that talent, you're like, I would hire them right now, 100%.
25:53
[SPEAKER_01]: And so we notice people who do a great job at their job, and that's the win is that when you're continually pursuing excellence in how you show up, people notice, and it's going
26:10
[SPEAKER_01]: because I think we admire excellence and people doing a great job.
26:15
[SPEAKER_00]: Oh my god, you're getting me so jazzed up.
26:17
[SPEAKER_00]: Because I just remember my self is a kid, right?
26:20
[SPEAKER_00]: And I mean, one of the things my dad like is so, so men, you know, small of an example.
26:28
[SPEAKER_00]: But like my dad taught me to have a firm handshake.
26:32
[SPEAKER_00]: Yes, let's somebody in the eye.
26:34
[SPEAKER_00]: Like I remember being a kid, thinking very embarrassed.
26:38
[SPEAKER_00]: Like nobody, you're gonna think I'm weird, you know?
26:41
[SPEAKER_00]: What is one of the things I remember being taught as a kid, you know, and it's served me well over time, you know, it really has.
26:49
[SPEAKER_00]: Because you make eye contact with somebody and shake their hand firmly.
26:54
[SPEAKER_00]: That's a connection.
26:56
[SPEAKER_00]: And that builds trust.
26:58
[SPEAKER_00]: Yes.
26:59
[SPEAKER_00]: Yes.
27:01
[SPEAKER_00]: simple behavior, big impact.
27:03
[SPEAKER_00]: And you talk about impact in the book too.
27:05
[SPEAKER_00]: I want to get to that, but I want to hear your eroding trust story.
27:10
[SPEAKER_01]: Oh, gosh, they're the last fun ones.
27:13
[SPEAKER_01]: Um, eroding trust.
27:15
[SPEAKER_01]: Gosh, we were on a flight.
27:19
[SPEAKER_01]: airline will remain nameless.
27:21
[SPEAKER_01]: David was six, so this was six years ago.
27:24
[SPEAKER_01]: We're on this flight and we had taught similar to your dad, we had taught the kids to speak for themselves, order for themselves.
27:34
[SPEAKER_01]: And so when we got to restaurants, we like, what do you want?
27:37
[SPEAKER_01]: Okay, great.
27:37
[SPEAKER_01]: Okay, you're going to ask the weight, the weight staff for this.
27:42
[SPEAKER_01]: So we're on the flight.
27:44
[SPEAKER_01]: The flight attendant comes to ask for our drink orders.
27:49
[SPEAKER_01]: And my son says, what are my options?
27:53
[SPEAKER_01]: And she says, I know, I was like, those cute.
27:57
[SPEAKER_01]: He says, what are my options?
27:59
[SPEAKER_01]: And she looks at me, and she goes, well, that's the worst question ever.
28:04
[SPEAKER_01]: Come on.
28:06
[SPEAKER_01]: Come on.
28:06
[SPEAKER_01]: I was like, ooh.
28:10
[SPEAKER_01]: Mama bear.
28:12
[SPEAKER_01]: Mama bear.
28:13
[SPEAKER_01]: I wanted to just like, but I didn't.
28:16
[SPEAKER_01]: And she lists off Abbaju's or she's soda.
28:20
[SPEAKER_01]: There's that probably the most annoying thing for a flight attendant to have to go through again.
28:26
[SPEAKER_01]: I'm sure it's in the seat back in front of us.
28:29
[SPEAKER_01]: It's on the card, whatever.
28:31
[SPEAKER_01]: But she decides to like let that out on a six-year-old child.
28:37
[SPEAKER_01]: And I just saw it.
28:38
[SPEAKER_01]: We all have bad days.
28:40
[SPEAKER_01]: We all have coming moments.
28:42
[SPEAKER_01]: Yeah.
28:42
[SPEAKER_01]: But we don't get to treat people with disrespect.
28:46
[SPEAKER_01]: That's right.
28:46
[SPEAKER_01]: And I think even if it's your old.
28:49
[SPEAKER_01]: Even a six year old.
28:50
[SPEAKER_01]: And he looked at me like, what did I do wrong?
28:53
[SPEAKER_01]: Yeah, of course.
28:54
[SPEAKER_01]: And I just said, you're good.
28:55
[SPEAKER_01]: You're good.
28:56
[SPEAKER_01]: that happened to my dad actually one time at a fast food restaurant he wanted to try this product and it was at a restaurant near his office and I spent ten years of my career in health and wellness and then ten years leading hospitality for Chick-fil-A three in the movie industry and then now sleep we're speaking consulting all that he's like yeah I went into
29:25
[SPEAKER_01]: And um, but he's like, yeah, I really want to try it.
29:28
[SPEAKER_01]: So he went to the location and he said I'd like to try the Waparito and the girl replies back to him and she says, we don't have that what he want.
29:37
[SPEAKER_01]: And I was like, oh, it's very interesting.
29:39
[SPEAKER_01]: And my dad type A guy, CEO, he has a special vein that kind of like.
29:44
[SPEAKER_01]: pops out.
29:46
[SPEAKER_01]: And I was like, oh, no, like, did the vein come out?
29:50
[SPEAKER_01]: Like what do you say?
29:52
[SPEAKER_01]: He's like, well, I thought, you know, maybe she just didn't understand.
29:55
[SPEAKER_01]: So I kind of went back through the commercials and the billboards.
29:59
[SPEAKER_01]: And I was like, well, here is what it is.
30:01
[SPEAKER_01]: It's this fluffy tortilla.
30:03
[SPEAKER_01]: And this is what's in it.
30:04
[SPEAKER_01]: And it's wrapped up.
30:04
[SPEAKER_01]: And it's this.
30:05
[SPEAKER_01]: And I'd really like to try one.
30:08
[SPEAKER_01]: And she goes, we don't have that.
30:13
[SPEAKER_01]: And I was like, what'd you do?
30:15
[SPEAKER_01]: And my dad said, I'm never going back.
30:20
[SPEAKER_01]: He said, I left.
30:22
[SPEAKER_01]: I went somewhere else for lunch.
30:23
[SPEAKER_01]: And I'm never going back.
30:25
[SPEAKER_01]: That was 12 years ago.
30:27
[SPEAKER_00]: Wow.
30:28
[SPEAKER_00]: He's never been back.
30:29
[SPEAKER_01]: Nope.
30:30
[SPEAKER_01]: good for him.
30:31
[SPEAKER_01]: Not that location, but that brand.
30:34
[SPEAKER_01]: Yeah.
30:35
[SPEAKER_01]: Won't go to that brand.
30:36
[SPEAKER_01]: Because the frontline employee, I don't think she understood the difference she can make.
30:42
[SPEAKER_01]: I don't think she woke up that morning and is like, I just want to make everyone's lives horrible.
30:48
[SPEAKER_01]: Yeah.
30:48
[SPEAKER_01]: I don't think she understood the impact she would make and I don't think the leader of that location understood the impact that they were making on the culture that they were creating.
31:00
[SPEAKER_01]: But that's what happens is as leaders, if we don't create a culture that our employees are going to thrive in flourishing, they're not going to create a customer experience where customers are going to want to come back.
31:11
[SPEAKER_01]: Yeah.
31:12
[SPEAKER_01]: And I think that when we understand that, we treat our people, we train our people, we empower our people, we select our people differently, because they're really gatekeeping the love for the brand or
31:32
[SPEAKER_01]: you know, they're turning people away.
31:34
[SPEAKER_00]: Yeah, let's talk about impact, which is at the end of your book and I think because when I think about those frontline people and really real estate agents are the frontline people as well, what's in it for them is it's more than a paycheck.
31:52
[SPEAKER_00]: Yeah, right.
31:53
[SPEAKER_00]: It's more than a paycheck.
31:54
[SPEAKER_00]: So talk about that impact in the second book I have about purpose.
31:59
[SPEAKER_01]: I think purpose is something we have to answer for ourselves for us, was my purpose.
32:05
[SPEAKER_01]: And then when we get to work with an organization who has a purpose that's greater than the product or the service,
32:13
[SPEAKER_01]: we get to be a part of something that is more meaningful.
32:18
[SPEAKER_01]: We were designed to come alive with that.
32:21
[SPEAKER_01]: We were designed to be able to be a part of something that's grander and bigger than what we can just do by ourselves.
32:30
[SPEAKER_01]: And so when we understand the way that our choices impact
32:37
[SPEAKER_01]: other people's experiences, it actually, it changes our mindset for how we're going to show up every day.
32:45
[SPEAKER_01]: We're in a tough place right now as a country because I don't think we're realizing these things.
32:50
[SPEAKER_01]: I don't think we're realizing the comments that we make on social media the way that we attack.
32:57
[SPEAKER_01]: We're just so quick to
32:59
[SPEAKER_01]: anger.
33:00
[SPEAKER_01]: Yeah, and anger stems from scared or sad, like there's very few times that we have anger come out that it doesn't go back to a root of scaredness for something or sadness for something.
33:15
[SPEAKER_01]: And so when we can realize, my choices are going to impact.
33:19
[SPEAKER_01]: more than just me in how I show up and how I look people in the eye how I treat them with honor dignity and respect.
33:27
[SPEAKER_01]: How I do for them the way I would hope somebody would do for me like really simple things that those behaviors create an impact on them.
33:38
[SPEAKER_01]: There's a gentleman that I was on the phone with the other day.
33:41
[SPEAKER_01]: I'm doing a talk for Delta, and I asked for some great customer stories.
33:47
[SPEAKER_01]: And this gentleman had sent an email to Ed Bastion about his experience in a sky club.
33:55
[SPEAKER_01]: And I got on the phone with him and I said, so tell me what happened.
33:59
[SPEAKER_01]: And he said, one of the staff for the sky club came over.
34:06
[SPEAKER_01]: asked me how I'm doing.
34:08
[SPEAKER_01]: She genuinely cared.
34:11
[SPEAKER_01]: And she asked if she could get me a cup of coffee.
34:14
[SPEAKER_01]: That's all.
34:15
[SPEAKER_01]: Like, she didn't, like, there wasn't this a, like, insane that had you ever even imagined something so gracious could happen and you're like, no, it was eye contact.
34:26
[SPEAKER_01]: It was genuinely caring and then it was serving and doing something.
34:30
[SPEAKER_01]: And I think if we knew the power that that has, that when we look someone in the eye, when we show them that they matter because they do,
34:41
[SPEAKER_01]: And we serve them in a way that says, I care about you, it has a ripple impact.
34:48
[SPEAKER_01]: And I think we show up better.
34:51
[SPEAKER_01]: We treat people kinder, you know, I think the government's getting involved with recommendations for what we wear on flights because they think that's going to help us not have travel range.
35:02
[SPEAKER_01]: And we're going to be nicer because we shouldn't be in these leisure clothes, but we should be fancier.
35:07
[SPEAKER_01]: I don't think it's just what we're wearing physically.
35:12
[SPEAKER_01]: I think it's what we're wearing in our hearts.
35:16
[SPEAKER_01]: And if the overflow of our heart is speaking kindness to people and it's smiling at people and it's saying, I hope you have a great day and I really do hope you have a great day.
35:28
[SPEAKER_01]: I think that we're almost caught off guard by that goodness.
35:32
[SPEAKER_01]: We're going to pay it forward and we're going to take that little bit of eye contact and kindness and go spread that to somebody else.
35:42
[SPEAKER_01]: That's the impact that customer experience has.
35:45
[SPEAKER_01]: And we get to do that with everybody we come in contact with from the person who's delivering our mail to the person that we see at the grocery store to our friends and it's small, it's simple, but it reminds us all that you, you matter, you're important and I care about you.
36:01
[SPEAKER_00]: And you know, oh my God, I love that it also makes you feel better, too, when I write like one of the questions or one of the things I invite my clients to do is whenever you're about to have an interaction with a client, a customer, whether it's a text message or on the phone, or an in-person, or a zoom, whatever it is, I want you to ask this question, how do I want this
36:31
[SPEAKER_00]: Oh, that's so good.
36:32
[SPEAKER_00]: Right.
36:32
[SPEAKER_00]: And it just changes the whole trajectory of the conversation, especially when it's, you know, it's going to be a difficult conversation.
36:42
[SPEAKER_00]: Yeah.
36:43
[SPEAKER_00]: You know, how do I want to leave this person feeling?
36:46
[SPEAKER_00]: It changes how you go into it.
36:48
[SPEAKER_00]: I have a delta story for you.
36:50
[SPEAKER_00]: Okay.
36:51
[SPEAKER_00]: If it'll help your talk, please.
36:53
[SPEAKER_00]: Um, perfect.
36:54
[SPEAKER_00]: So, again, it's super, super simple, and I tweeted all about it, like I tried to get it out there on social media because I was so, I just felt so good about it.
37:04
[SPEAKER_00]: Long story, my mom was supposed to come on a trip with us.
37:08
[SPEAKER_00]: She had to cancel for personal reasons, so we got the refund of her ticket, but it was in her name.
37:18
[SPEAKER_00]: Even though we my husband and I paid for it for her, it was in her name and so we wanted to take that credit and move it into, you know, for a trip for us.
37:29
[SPEAKER_00]: Yeah, you can't do it online.
37:31
[SPEAKER_00]: It's in somebody else's name like you just can't do it.
37:34
[SPEAKER_00]: So I Elizabeth, I dreaded picking up the phone because I knew I was going to go through five million, you know, AI agents before I got to a human.
37:44
[SPEAKER_01]: Yes.
37:45
[SPEAKER_00]: And I only went through a couple of clicks, but I got, now I forget her name.
37:49
[SPEAKER_00]: I'm going to go back and I'm going to get that name for you.
37:52
[SPEAKER_00]: I forget her name.
37:53
[SPEAKER_00]: Yeah.
37:53
[SPEAKER_00]: She was amazing on the phone.
37:57
[SPEAKER_00]: I said, this is my situation.
38:00
[SPEAKER_00]: I don't know what to do.
38:01
[SPEAKER_00]: How can you help me?
38:02
[SPEAKER_00]: And she said, we just need to get your mom on the phone.
38:06
[SPEAKER_00]: That's all.
38:07
[SPEAKER_00]: She needs to give you permission.
38:08
[SPEAKER_00]: I need to hear her give you permission.
38:10
[SPEAKER_00]: Now, I did that.
38:13
[SPEAKER_00]: My mom was amazing on the phone.
38:14
[SPEAKER_00]: And I got the money back.
38:16
[SPEAKER_00]: She was she got it all figured out.
38:19
[SPEAKER_00]: Well, I was on the phone with her.
38:20
[SPEAKER_00]: She was
38:21
[SPEAKER_00]: Communicating with me while she was plugging away long story short.
38:26
[SPEAKER_00]: She got it done and she was lovely about it And she didn't give me any attitude.
38:31
[SPEAKER_00]: She was a problem zelver.
38:33
[SPEAKER_00]: Yeah, now I afterwards I thought I set to my mom like how did she even what if I was lying and you weren't really my mom I'm wrong but Thankfully that wasn't the case, but anyway, she was amazing and I was like
38:46
[SPEAKER_00]: I don't think I've ever had such a positive experience on the phone with an airline before.
38:50
[SPEAKER_01]: It was just great.
38:52
[SPEAKER_01]: It's, I would love that.
38:54
[SPEAKER_01]: It's interesting you said she solved my problem and she didn't give me attitude.
38:58
[SPEAKER_01]: Yeah, the bar is so low.
39:00
[SPEAKER_01]: It totally is.
39:02
[SPEAKER_01]: I think sometimes the more aspirational of us we can come up with all the ways to go so far above and beyond and wow people.
39:11
[SPEAKER_01]: But if we just consistently do what we say we're going to do and do it in a way that cares for the other person, we are winning.
39:20
[SPEAKER_01]: We are light years ahead.
39:23
[SPEAKER_00]: 100%.
39:23
[SPEAKER_00]: 100%.
39:24
[SPEAKER_00]: Okay, we're going to wrap up here.
39:26
[SPEAKER_00]: The other story I thought you were going to tell was the ice cream
39:31
[SPEAKER_01]: Oh, yes.
39:33
[SPEAKER_00]: Yeah, I'm sorry.
39:34
[SPEAKER_01]: But you're going to have to read the book to get the ice cream store.
39:37
[SPEAKER_01]: There you go.
39:38
[SPEAKER_01]: By the book on Amazon and read the ice cream store.
39:41
[SPEAKER_01]: It looks like it's a good one.
39:43
[SPEAKER_00]: It is called the power of customer experience five elements to make an impact by Elizabeth Dixon.
39:49
[SPEAKER_00]: You can also go to ElizabethDixon.com and you can buy it right from your website, right?
39:53
[SPEAKER_00]: There you go, yes.
39:54
[SPEAKER_00]: OK. We're going to put this in the show notes.
39:57
[SPEAKER_00]: But before we go, I would love for you to answer this question.
40:00
[SPEAKER_00]: OK.
40:01
[SPEAKER_00]: No, like trust is.
40:02
[SPEAKER_00]: Oh, scared, the scared.
40:07
[SPEAKER_01]: It's an equation for impacting people and growing your business in a way that you're going to be proud of over time.
40:17
[SPEAKER_00]: Love it.
40:18
[SPEAKER_00]: And on that note, Elizabeth, thank you so much for being with us.
40:21
[SPEAKER_00]: Thank you for having me.
40:26
[SPEAKER_00]: Thanks for listening to the show.
40:27
[SPEAKER_00]: If you loved our conversation, I would love it if you would share it with a friend.
40:31
[SPEAKER_00]: Go ahead and follow us or if you're watching on YouTube, make sure to hit that subscribe button so that you never miss another episode.
40:38
[SPEAKER_00]: And if you're interested in joining our newsletter, sign up for my newsletter, the sunbeam, go to postenbeamcreative.com.
40:46
[SPEAKER_00]: I'm Christine George and you're listening to No Like Trust for Real Estate.