Experts of Experience: Breaking Through The LLM Filters & Designing The Offer They Can’t Refuse
Episode Overview
Host: Lacey Peace
Guest: Steven Van Bellingham
Release Date: June 18, 2025
Presented by: Salesforce Customer Success
In this thought-provoking episode of Experts of Experience, hosted by Lacey Peace from Mission.org, industry expert Steven Van Bellingham delves deep into the evolving landscape of customer experience (CX) amidst the rise of artificial intelligence (AI) and large language models (LLMs). The conversation navigates through the pivotal role of branding in an AI-dominated world, the transformation of customer behaviors, and strategies for businesses to craft irresistible offers that resonate with modern consumers.
1. The Evolving Role of Branding in an AI Era
AI Filters and Brand Visibility
Steven Van Bellingham opens the discussion by addressing a critical concern: "What kind of brands will get through the AI filter? What kind of brands will be blocked by the AI filter? The role of branding will become more important than ever in this world of AI" (00:00). As AI platforms increasingly mediate consumer interactions and purchasing decisions, the ability of a brand to stand out becomes paramount.
Content Creation as a Branding Tool
Lacey Peace probes the importance of content creation, to which Steven responds, "The models look more for external advice than self-promotion" (00:12). This shift underscores the necessity for brands to generate authentic, third-party content that AI can leverage to recommend products credibly.
2. Customer Behavior Transformation Driven by AI
Shift from Traditional Funnels
Steven highlights a fundamental change: "What if the entire funnel happens on an AI platform where you don't have the possibility to advertise, where you don't have control over the kind of content that will show up about your brand or product? This is fundamentally different than what we're used to" (00:17). Traditional marketing funnels are being supplanted by AI-driven interactions, altering how customers discover and decide on products.
Rapid Adoption and Improvement of LLMs
Rose adds context about the surge in LLM usage: "There has been a 700% plus increase in LLM use for search since 2024... Google's global search market dipped below 90% for the first time in a decade" (01:24). This rapid adoption indicates a significant, albeit still nascent, shift in how people seek information and make purchasing decisions.
Implications for CX, Sales, and Marketing
Steven elaborates on the implications: "What does that mean for CX? What does that mean for sales? What does that mean for marketing? It changes where and how your brand appears to customers" (04:29). Businesses must rethink their strategies to align with AI-mediated consumer journeys.
3. The Future of AI Platforms and Sponsored Content
Adoption of Advertising Models in AI
A pivotal concern arises around monetization: Steven expresses disappointment, "I'm super disappointed... advertising completely messed up the Internet... I really hope that we're going to have a subscription-based player in the market... however, I'm afraid sooner than later we're going to have an advertising-based model in AI platforms" (23:59 – 25:44). The introduction of sponsored content within AI platforms could undermine trust and disrupt the current dynamics of CX.
Impact on Small Businesses
Lacey raises a vital question about the challenges small businesses might face in gaining visibility amidst dominant AI platforms: "Are small businesses going to struggle to get in front of the AIs?" Steven agrees, advising, "If you start a new business, you need to put more weight on the experience, less on the efficiency... create content that stands out" (26:27 – 27:49). Emphasizing unique customer experiences can help small brands gain traction.
4. Steven Van Bellingham's Background and Expertise
Personal Journey into CX
Steven shares his foundational experiences: "I got interested in CX from my parents who owned a small photography store. They always talked about their customers and how to enhance their experience" (07:30). His exposure to various technological shifts—from the advent of the Internet to the rise of social media—has positioned him at the forefront of CX evolution.
Professional Trajectory
His career spans academia, market research, authorship, and entrepreneurship. As a part-time marketing professor and founder of nexworks, Steven focuses on preparing companies for future challenges by organizing inspiration tours to innovation hubs like Silicon Valley and Shanghai (09:20).
5. The Impact of AI on Customer Experience (CX)
Internal vs. Customer-Focused AI Projects
Steven critiques the current trend where "90 to 95% of all AI projects are internally focused... everything linked to customers is the forgotten side of AI revolution" (13:19). While enhancing internal efficiency is beneficial, neglecting the customer-facing aspects of AI can leave businesses ill-prepared for the shifting consumer landscape.
Redefining the Sales Funnel
Steven envisions a future where AI platforms handle entire sales funnels: "Imagine having a personal AI shopping assistant that not only advises you but also completes purchases on your behalf... What will happen if you need batteries? What kind of brands will get through the AI filter?" (16:53). This paradigm shift necessitates a reevaluation of traditional sales and marketing strategies.
6. Predictions for the Future of CX
Personal AI Agents and Timeline
Steven anticipates the rise of personal AI agents within the next two to three years, facilitated by advancements in AI memory and seamless payment integrations (22:24). These agents will revolutionize how consumers interact with brands, making personalized, efficient purchasing decisions the norm.
Sponsored Content Concerns
While acknowledging the potential for sponsored content in LLMs, Steven remains cautious: "I really hope that they will not do that... but I'm afraid sooner than later we're going to have an advertising-based model in AI platforms" (23:59). This shift could dilute the authenticity and trust that consumers place in AI recommendations.
7. The Four Pillars of an Offer You Can’t Refuse
Introduction to the Framework
Steven introduces his proprietary framework: "If you want to create an offer you can't refuse for your customers, they expect a good product and good service (Pillars 1 & 2), convenience (Pillar 3), and being a partner in life plus adding value to society (Pillars 4 & 5)" (33:24).
Detailed Breakdown
- Good Product and Service: The foundational expectation that customers have a high standard for the quality of products and services.
- Convenience: Ensuring that acquiring and using the product is seamless and hassle-free.
- Partner in Life: Building an emotional connection by adding value to customers' lives beyond the transactional relationship.
- Adding Value to Society: Demonstrating corporate social responsibility and contributing positively to the community.
Company Examples
- Nike: Exemplifies all four pillars through quality products, convenient services, partnerships in fitness, and societal contributions like promoting women in sports (34:17).
- Centralbeher (Netherlands): An insurance company that goes beyond traditional offerings by assisting with home repairs and organizing community events like "little dent days" to enhance customer relationships (36:57).
8. Consistency Over Authenticity
Authenticity as an Overrated Concept
Steven articulates a controversial stance: "Authenticity is overrated because it's not inherently positive and is very rare. Instead, consistency in delivering positive experiences is what truly matters" (46:05). Drawing parallels with Disney's meticulously crafted customer interactions, he emphasizes the importance of structured, repeatable experiences over spontaneous authenticity.
Symbolism in CX
Using Disney as a prime example, Steven discusses how small, consistent gestures—like offering a free ice cream when a child drops theirs—create memorable and authentic-feeling experiences without being genuinely spontaneous (44:05). This approach ensures that every customer interaction reinforces the brand's commitment to excellence.
9. Leadership and Customer-Centric Culture
Top-Down Influence
Steven underscores that "70 to 80% of a customer culture is defined by the leaders of an organization" (54:26). Effective CX requires leaders to embody and consistently promote customer-centric values, ensuring that every team member makes decisions that prioritize customer satisfaction over short-term gains.
Micro-Decisions and Communication
He highlights the significance of everyday decisions and communications: "Consistency in micro-communication and micro-decision making is crucial for customer happiness" (57:22). Leaders must foster an environment where positive customer interactions are the norm, not the exception.
Addressing the 95.5% Rule
Steven introduces the "95.5% rule", which posits that while a small percentage of customers may be difficult, organizations should focus on serving the majority positively without letting a minority dictate overall customer perceptions (60:56).
10. Lightning Round Highlights
Favorite Customer Experiences
Steven cherishes experiences where employees exhibit genuine enthusiasm, transferring positive energy to customers. An example includes small business owners like butchers who personally recommend products with passion (61:27).
Pet Peeves in CX
A common frustration for Steven is inefficiency, such as closed registers at gas stations causing unnecessary delays (62:55).
Obsession with Technology
Despite his critiques, Steven relies heavily on ChatGPT for recipes, travel planning, and professional updates, highlighting its integral role in his daily life (63:50).
Inspirational Leaders
He admires Brian Chesky, CEO of Airbnb, for his customer-centric leadership and innovative approaches to enhancing CX (65:12).
Future of CX in One Phrase
Steven succinctly encapsulates the essence of future CX: "People want to be heard, helped, and seen. If you figure out a way to do that, even without AI, you're going to be good" (66:07).
Conclusion
In this episode, Steven Van Bellingham provides invaluable insights into how AI is reshaping customer experience and emphasizes the enduring importance of branding, consistency, and emotional connections. His four-pillar framework offers a strategic blueprint for businesses aiming to thrive in an AI-driven marketplace. As AI continues to evolve, the principles discussed serve as a guide for creating compelling, customer-centric experiences that stand the test of technological advancements.
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