In this session, Todd Unger and Jochem van der Veer discuss how focusing on customer experience can drive significant growth, especially as traditional products and services become commoditized. Get exclusive insights from Todd’s experience and learn about the principles of a 10-second journey that can transform your approach to CX in general.
🧭Jump to the chapters:
00:00 Welcome
01:50 Introducing Todd Unger
04:40 AMA's work (American Medical Association)
07:18 What does growth mean to a CXO?
11:07 Todd's experience as a CXO at AMA
18:46 Todd's definition of digital transformation and experience
21:13 The 10-second customer journey
26:00 B2B examples of the 10-second journey
32:00 How the CX function brings teams together
38:15 Metrics for growth
41:52 Using journeys to bring different functions together
45:40 The day-to-day of the 10-second journey
49:20 The importance of knowing who your customer is
52:14 Removing frictions in your customer journey
54:00 The story behind the title of The 10-second Customer Journey: The CXO’s Playbook for Growing and Retaining Customers in a Digital World
55:35 How to define the end-to-end journey
58:20 Wrap up and goodbye
👤 About Todd Unger (Chief Experience Officer (CXO) & SVP, Marketing & Member Experience at AMA):
Todd Unger is Chief Experience Officer of the American Medical Association, where he has driven record growth and gained international recognition for their CX program.
Unger's experience as a transformational marketing and digital executive places him at the nexus of marketing, product development, e-commerce, and customer service—the building blocks of today’s customer experience.
Unger spent a decade at marketing powerhouses Procter & Gamble and Leo Burnett before he leaped into the exploding digital world as a product manager in the early days of America Online, where he ultimately served as GM of the AOL Local business. As both a Chief Digital Officer and Chief Marketing Officer, he’s since led digital and marketing teams across large and small media companies, including Lifetime Television, Time Inc., and the Daily Racing Form.
He is the author of The 10-second Customer Journey: The CXO’s Playbook for Growing and Retaining Customers in a Digital World. A frequent speaker and guest on marketing and customer experience podcasts, Unger hosts the AMA’s award-winning video/podcast series, The AMA Update. He holds an MBA from Harvard Business School.
🗓️ Webinar recorded on July 16th, 2024 | 7:00 PM CEST
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