INSIGHT
As a highly rated and motivating international business speaker, Nancy Rademaker has energised corporate events with bold
presentations on the topics of digital transformation, extreme customer centricity, employee experience, disruption, Artificial Intelligence, and leadership. She travels the world taking business leaders to innovation hubs like Silicon Valley and China, using that first-hand inspiration to keep the keynote content and examples on the cutting edge of the latest technologies, developments, and disruptive new business models. Nancy is also an entrepreneur; she is a senior partner with the Speakers Club and co-founder of a startup, Drawify.
NANCY RADEMAKER - ECA INDUSTRY FORUM 2023
that people like to talk about via their socials or to their peers, which I call ‘Instagrammable’ experiences.
At the same time, the employee is also a human with the same five characteristics. Te employee is the one who provides the customer experiences. So, you need to take into account these characteristics and make sure that you provide a personalised experience for your employee. Everything you do as an employer for the customer, you also do for the employee. You need to be just as transparent, you personalise as much as you can, and make sure that you take his/her emotions into account as well. And then we can make use of the fact that the employee is also an influencer.
The employee is the one who provides the customer
experiences. So, you need to take into account these
characteristics and make sure that you provide a personalised experience for your employee. Everything you do as an employer for the customer, you also do for the employee. You need to be just as
transparent, you personalise as much as you can, and make sure that you take his/her emotions into account as well.
CX is all about your brand, what you say externally - while EX is all about your culture, what you do internally. Te two should be aligned and it should be hard to distinguish between the two. Unfortunately, this is not always the case. Some companies have a very strong external brand, but do not live their own core values within their company. Core values need to be strongly aligned with the business values - this is the intersection of CX and EX that become CEX.
Are CX and EX equally important?
It was Richard Branson who said: "It's not about happy customers, it's about happy employees. Happy customers derive from there." But then referencing back to the Jeff Bezos’ quote, he said the opposite. My view is that the truth is somewhere in the middle. It probably should start with the employee - the one who delivers the customer experience - but if I'm pressed, I'd say it should be both equally.
Is it easier to build core values as a start-up as opposed to changing the ethos of a decades- old business?
It is easier in a start-up, as you can install core values right from the start. I'm involved with two start-ups, and this is something we've deliberately embedded within both and put a lot of time and effort into describing the type of company we want to create. We asked what was essential to us. Ten we built from there.
At a decades-old company there is already an established culture. Changing the culture is much more difficult than building one from scratch. If you have people working with you for a long time, creating a new culture must be a joint effort. You’re making the journey together from the bottom-up. Ask every employee “what should we do differently?” Eventually you are going to be a successful - but if it's a top-down imposition, it will never be a success. I have never seen a new culture imposed in this way that has succeeded.
What was the feedback to your presentation and what did the audience take onboard?
I got a lot of feedback about the EX part of the equation. One of the casino operators asked me how they could improve the customer experience during busy periods, when customers need to wait in line to enter and register at the casino? I told them that a Schiphol Airport, during very busy check-in periods, they hired entertainers to distract customers and keep them from dwelling on the bad experience by creating a good one. Every single touch point with the customer contributes to the customer experience.
Another audience member told me: “I have a customer experience team, but now I need to setup an employee experience team.”
What background research did you conduct into the casino industry before your keynote; what from that research surprised you, and did anything concern you about speaking to this audience?
One of the things I especially like as a speaker, and one of the reasons why I keep doing what I do, is that I like to tailor my presentation for the audience. I challenge myself to make sure that it absolutely resonates and to achieve that I'm kept very busy, because that means doing lots of research and keeping up with all the latest technology. I conduct a lot of tech-related talks, which means I read and research so much every single day.
In addition, I always make sure I understand the client's objectives and I know the audience I'm speaking to. Te talk needs to align with the audience and be personalised to their interests. Plus, I get bored when I do the same presentation twice.
WIRE / PULSE / INSIGHT / REPORTS P77
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