218: Creating Human Connection in CX with Deloitte's Tim Greulich

During this 218th episode of “Marketing Today,” host Alan Hart interviews Tim Greulich, managing director at Deloitte and the operational customer experience practice leader.On the show today, we talk about the latest report from Deloitte Digital called "Creating Human Connection at Enterprise Scale." We discuss why creating a human connection is essential in today's service economy, how companies should be thinking about it, and why it's so hard.In our discussion of "Creating Human Connection at Enterprise Scale," Greulich begins by discussing the big questions that inspired the report. He provides advice for companies that want to be more human. Greulich says, "I think it's a recognition that people are complex." We can design for this complexity and embrace it. The report found that when companies create strong relationships with their customers, they become more forgiving and price-insensitive over time. Relating to your customer can make you more competitive, and may even provide you with more data. Greulich says, "If used the right way, relating opens up a whole new set of information for your company." We also discuss how this approach impacts your business results and the challenges of building relationships with customers. Highlights from this week's “Marketing Today”: Tim's path to Deloitte. 01:11The impetus behind Deloitte's latest report. 04:11How companies can be more human. 05:39The emotional component to Deloitte's findings. 07:56Designing flaws to create “wow” moments. 11:09Is designing a great product or service enough? 11:32How relationships affect business results. 13:53Challenges in building relationships with customers. 15:10Turning digital breadcrumb trails into something that comes off as more human. 17:57Tim shares a defining experience. 22:00Tim reflects on advice he would give to his younger self. 23:02Tim shares about an impactful purchase he made in the last 6-12 months. 24:17Are there any brands, companies, or causes that Tim follows that he thinksother people should take notice of? 25:47Tim's take on the top opportunity and threat facing marketers today. 27:54 Resources Mentioned:Deloitte and Deloitte DigitalCreating Human Connection at Enterprise ScaleGrand Canyon National Park#VandyBoys – Baseball TeamTim Greulich  Hosted on Acast. See acast.com/privacy for more information.