Podcast Summary: Experts of Experience #59 – "Radically Human: How Mazda is Redefining Customer Experience"
Introduction
In Episode #59 of Experts of Experience, hosted by Lauren Wood from Mission.org and presented by Salesforce Customer Success, the focus is on Mazda Americas' innovative approach to customer experience (CX). The episode features Brad Audette, Chief Marketing Officer (CMO) of Mazda Americas, who delves into the brand's commitment to "radically human" customer interactions, strategic partnerships, and the integration of advanced technologies like AI to enhance customer satisfaction and loyalty.
Customer Experience as a Competitive Differentiator
Brad Audette opens the discussion by emphasizing the importance of customer experience as a key differentiator in the highly competitive automotive industry.
“In the automotive industry in particular, you're seeing a convergence of commonality across a number of the different manufacturers... having distinctive customer experience is really important.” [00:59]
He explains that while many manufacturers are building high-quality, well-crafted vehicles, Mazda stands out by focusing on creating “customer delight” through the Japanese concept of omatonashi, which translates to radical hospitality. This philosophy underscores Mazda’s purpose of enriching the lives and emotions of those they serve, ensuring that each customer receives a personalized and exceptional experience.
The Importance of Human Connection
Lauren Wood highlights Mazda’s emphasis on human connection, prompting Brad to elaborate on how the brand fosters emotional and intellectual connections among its customers.
“We're at a period of time right now in our society where people need to be connected to each other emotionally, intellectually.” [02:28]
Brad discusses the societal need for psychological, environmental, and financial safety, especially post-pandemic. Mazda aims to address these needs by celebrating humanity and fostering a sense of community and understanding among its customers.
Integrating Human Values into Business Practices
Mazda’s core value of being "radically human" permeates all aspects of its operations. Brad explains how this philosophy translates into their customer experience design and business strategy.
“Our philosophy is very much around humanized growth... helping them to enable, to make the progress that they need to have in their lives, to have a life well lived.” [03:47]
The new brand platform, Move and Be Moved, encapsulates this approach by focusing on uplifting customers and supporting their personal growth, thereby creating a positive ripple effect in society.
Human-Driven Marketing Strategies
Lauren commends Mazda's uplifting marketing campaigns and inquires about their human-driven marketing approach. Brad attributes effective marketing to deep customer insights and storytelling.
“The best marketing is all anchored in a customer insight... we just went back to who we are as a company and our truths and celebrated those truths.” [06:21]
He contrasts the previous over-reliance on performance marketing with a renewed focus on brand storytelling, aligning marketing efforts with Mazda’s core values to resonate more profoundly with customers.
Active Listening vs. Hearing
A significant portion of the conversation centers on the distinction between hearing and listening. Brad emphasizes the importance of active listening in understanding customer sentiments beyond mere words.
“People have this way of wanting to define listening through their ears only... you have to listen visually and you also have to listen to behaviors.” [10:26]
He highlights the use of social listening tools and customer satisfaction studies to gauge how customers feel, aligning with Maya Angelou’s insight that customers remember how they are made to feel more than what is said or done.
Sustainability and Humanized Growth
Brad discusses Mazda’s commitment to sustainable development goals (SDGs) through his involvement with the Institute for Real Growth (IRG) and the UN’s Global Compact.
“All stakeholders in the value chain can benefit from growth, and it shouldn't just be shareholder value.” [16:21]
He explains that Mazda integrates sustainability into its strategy by fostering humanized growth, ensuring that their growth benefits employees, partners, and communities alike.
Balancing AI and Human Touch in Customer Experience
The conversation shifts to the role of AI in customer experience. Brad acknowledges the pervasive use of AI in Mazda’s operations but stresses that technology serves to enhance rather than replace human interactions.
“I don't believe that AI can replace a human touch... technology is like the helping hand, right? It's not a replacement for humans.” [20:17]
Mazda utilizes AI for sentiment analysis, data aggregation, and marketing optimization but maintains a strong emphasis on human-driven engagement, particularly within dealership interactions.
Maintaining Strong Dealer Relationships
Brad elaborates on Mazda’s exceptional relationships with its dealerships, attributing high dealer satisfaction to shared values and collaborative partnerships.
“Our dealer satisfaction and their optimism towards Mazda is the highest it's ever been in the 54 years we've been in the US.” [24:06]
Mazda empowers dealers by allowing flexibility in how they implement Mazda’s human-centric values, fostering an environment where dealers can uniquely express Mazda’s commitment to customer happiness.
Personalization and One-to-One Experiences
Personalization is a cornerstone of Mazda’s customer experience strategy. Brad discusses how Mazda tailors interactions to individual customer needs through thoughtful engagement and data-driven insights.
“Everybody gets the same experience isn't really part of our belief construct because we believe one size fits one.” [28:34]
He advises leveraging simple, personalized questions to understand and meet each customer’s unique preferences, thereby building trust and ensuring a bespoke experience.
Bridging Online and In-Person Experiences
Mazda strives to create a seamless experience across online and offline channels by maintaining consistent values and customer-centric approaches.
“We treat people in our own environments, how we speak to the press, how we engage our dealers, how we create expectations with our customers, are consistent both offline and online.” [32:41]
Brad emphasizes that technology should augment the human experience, not detract from it, ensuring that customer interactions remain authentic and meaningful regardless of the medium.
Continuous Improvement and Team Collaboration
Brad underscores the necessity of continuous learning and agile responses to evolving customer needs. He advocates for team-based forums where insights from various stakeholders are shared and acted upon.
“The job's never done... you have to continuously learn in this space and pay attention to how your customers’ attitudes and ideas are evolving.” [41:23]
Mazda fosters a culture of iterative improvement, encouraging teams to learn from each interaction and collectively enhance the customer experience.
Notable Customer Experiences
Brad shares contrasting personal customer experiences to illustrate the impact of small details on overall satisfaction. He praises Air France’s thoughtful meal service for its elegance and frustration with excessive valet charges at a hotel, highlighting how minor elements can significantly influence customer perceptions.
“It's the accumulation of little things sometimes that are more important than the big things.” [37:02]
Final Advice for Customer Experience Leaders
Concluding the episode, Brad advises CX leaders to embrace continuous learning, agility, and a fundamentally human approach to all interactions.
“We win by putting humans at the center of everything we do. That's what makes us unique and different.” [41:23]
He reiterates that maintaining a human-centric focus is essential for creating authentic and meaningful customer experiences.
Conclusion
Episode #59 of Experts of Experience provides valuable insights into Mazda Americas’ radical approach to customer experience, emphasizing human connection, personalized interactions, and sustainable growth. Brad Audette’s perspectives highlight the importance of balancing technology with human touch, fostering strong dealer relationships, and continuously evolving to meet customer needs. This episode serves as an inspiring guide for businesses aiming to elevate their CX strategies by prioritizing humanity and emotional engagement.
Notable Quotes with Timestamps:
-
Brad Audette on the Importance of CX:
“Having distinctive customer experience is really important.” [00:59]
-
Mazda’s Purpose:
“Our purpose is enriching the lives, emotion of those we serve.” [01:27]
-
Human Connection:
“We need to celebrate the greatness of humans and human potential.” [02:28]
-
Humanized Growth Philosophy:
“Move and Be Moved... helping them to enable, to make the progress that they need.” [04:03]
-
Effective Marketing:
“Just went back to who we are as a company and our truths and celebrated those truths.” [06:21]
-
Listening Beyond Hearing:
“You have to listen visually and you also have to listen to behaviors.” [10:26]
-
Sustainability Efforts:
“All stakeholders in the value chain can benefit from growth, and it shouldn't just be shareholder value.” [16:21]
-
AI’s Role:
“Technology is like the helping hand, right? It's not a replacement for humans.” [20:17]
-
Dealer Satisfaction:
“Our dealer satisfaction and their optimism towards Mazda is the highest it's ever been.” [24:06]
-
Personalization Strategy:
“Everybody gets the same experience isn't really part of our belief construct because we believe one size fits one.” [28:34]
-
Continuous Improvement:
“The job's never done... you have to continuously learn in this space.” [41:23]
This comprehensive summary captures the essence of the podcast episode, highlighting Mazda’s innovative and human-centric approach to customer experience. It provides actionable insights and inspiring strategies for businesses seeking to enhance their CX initiatives.