Podcast Summary: The Agile Brand with Greg Kihlström®

Episode #637: Redefining the Customer Experience with The Office of Experience and Mack Trucks

Release Date: February 12, 2025

Introduction

In Episode #637 of The Agile Brand with Greg Kihlström®, host Greg Kihlström engages with David Galbraith, Vice President of Global Brand and Marketing for Mack Trucks, and Lisa Ferriter, Managing Director and Head of Client Strategy at The Office of Experience (OX). Together, they delve into the innovative Mack Truck Live Tour—a virtual product tour redefining customer engagement in the trucking industry.

Guest Backgrounds

Lisa Ferriter ([03:09]) Lisa Ferriter oversees the client strategy team at OX and has collaborated with Mack Trucks for over five years. She played a pivotal role in conceptualizing and bringing the Mack Truck Live Tour to market, especially during the transformative year of 2020 when virtual customer engagement became paramount.

David Galbraith ([04:12]) With nearly four years at Mack Trucks and previous experience at VW and Dell, David Galbraith spearheaded the initiative to explore new customer engagement methods. He credits the OX team for inspiring the innovative approach, especially in the post-COVID landscape where virtual interactions remained valuable.

The Mack Truck Live Tour: An Overview

Concept and Implementation ([05:15] - [10:53]) David Galbraith introduces the Mack Truck Live Tour as a novel approach to showcasing Mack Trucks virtually. The initiative involves placing a truck in a studio setting, guided by a knowledgeable ambassador, allowing customers to explore models like the Mack Anthem and Mack Granite without the traditional sales pressure.

Lisa Ferriter adds that the virtual tour addresses the lengthy pre-purchase phase in the trucking industry, which can span from three months to a year. By providing a direct, low-pressure environment to engage with the product, the Live Tour aims to streamline the buying cycle and enhance customer experience.

Key Features:

• Curated Tours: Led by an engaging ambassador who facilitates dialogue and answers questions.
• Flexibility: Customers can choose specific truck models and schedule tours that fit their needs.
• Integration with Configurators: Supports Mack's existing truck configurator tools, providing a seamless exploration experience.

Adapting to Virtual Engagement Post-COVID

Impact of COVID-19 ([09:03] - [16:29]) David emphasizes that the pandemic accelerated the adoption of virtual engagement tools like Zoom and Teams. This shift was instrumental in Mack Trucks' ability to implement the Live Tour, aligning with broader B2B trends towards self-education and virtualization of experiences.

He states, "...this fits right into our DNA. It's something innovative... trying some new stuff and seeing what works." ([15:04])

Technology and Design Elements

Platform Selection and User Experience ([16:29] - [18:17]) Lisa Ferriter discusses the technological considerations vital to the project's success. Initially experimenting with virtual meeting platforms, the team encountered latency issues that hindered real-time interaction. Consequently, they opted for Mack's instance of Microsoft Teams, ensuring a familiar and reliable platform for users.

Key Design Elements:

• User-Friendly Interface: Leveraging widely-used platforms to minimize user friction.
• Efficient Scheduling: Built through Mack's Adobe Instance, allowing for easy tour bookings and product selections.
• Operational Efficiency: Utilizes a small, dedicated team to manage tours, ensuring smooth and personalized experiences.

David adds, "...we landed on a really efficient way. We stationary cameras, we have Brian who handles the ambassadorial duties and then we have Sam who's at the switchboard." ([17:52])

Measuring Success

Metrics and Feedback ([18:32] - [20:21]) David prioritizes qualitative metrics, focusing on customer satisfaction and willingness to recommend the tour. He shares impressive survey results, indicating a recommendation rate in the 90s.

Lisa Ferriter emphasizes the importance of evolving the platform to continually add business value, exploring applications such as virtual product launches and training sessions for dealerships.

Key Metrics:

• Customer Satisfaction: High recommendation scores post-tour.
• Dealer Adoption: Unintentionally boosted dealer engagement, with dealers using the platform for training and customer interactions.

David notes, "...the dealers started using it with their customers. That kind of adoption... an unintentional benefit." ([20:21])

Partnership Dynamics

Collaboration Between Mack Trucks and OX ([21:02] - [22:00]) The strong, five-year partnership between Mack Trucks and OX is highlighted as a cornerstone of the project's success. David appreciates OX's dual focus on brand stewardship and experiential design, ensuring that innovations align with Mack's brand values.

Lisa attributes the success to mutual trust and the willingness to take risks. "...the trust and the candor is the most important thing." ([22:00])

Advice for Innovative, Customer-Centric Brands

Insights from David Galbraith ([23:12]) David advocates for listening to customers to understand their needs, citing methodologies like "jobs to be done." He emphasizes the importance of aligning solutions with genuine customer problems.

Insights from Lisa Ferriter ([23:41]) Lisa builds on this by stressing that the customer journey is dynamic and must be continually reassessed. She advises brands to identify emerging pain points and adapt accordingly to stay ahead of customer expectations.

Maintaining Agility in Roles

Strategies for Staying Agile ([24:27] - [25:40]) Lisa Ferriter utilizes active to-do lists and continuous improvement practices, including internal retrospectives to refine processes and presentations.

David Galbraith encourages collaborative idea-sharing and minimalistic direction, fostering an environment where teams can innovate organically.

Conclusion

The Mack Truck Live Tour exemplifies how traditional industries can harness virtual platforms to enhance customer engagement and streamline the buying process. Through strategic collaboration, technological adaptability, and a steadfast focus on customer needs, Mack Trucks and OX have set a new standard in the trucking sector. Their experience offers valuable lessons for brands seeking to innovate and remain agile in an ever-evolving market landscape.

To learn more about David Galbraith, Lisa Ferriter, and their respective companies, follow the links provided in the show notes.

Notable Quotes:

• David Galbraith ([15:04]): "...this fits right into our DNA. It's something innovative... trying some new stuff and seeing what works."

• Lisa Ferriter ([22:00]): "The trust and the candor is the most important thing."

• David Galbraith ([20:21]): "...the dealers started using it with their customers. That kind of adoption... an unintentional benefit."

Additional Resources:

• Learn more about Domo's AI and Data Products at AI.domo.com.
• Visit The Agile Brand at theagilebrand.com.
• For consulting or speaking engagements with Greg Kihlström, visit gregkillstrom.com.

Produced by: Missing Link, a Latina-owned strategy-driven production company.

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