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The Customer Experience Playbook w/ Jonathan Daniels

Jonathan Daniels, Co-Founder and Director of CX Brussels, joins us on today’s episode as we go over the various steps of the “ICON Process” from his book The Customer Experience Playbook. Consisting of Initiate, Co-Create, Operationalize, and Nourish, David and Jonathan breakdown a customer experience transformation to its core and show how these fundamental CX steps can be leveraged as a growth strategy for your business.

Time Stamps:

(4:45) Who is Jonathan and CX Brussels?

(7:47) Trends in CX conversations outside of the U.S.

(12:15) Digital transformations and the transitions in between

(16:10) The Customer Experience Playbook – ICON Process


(19:50) Keys of a governance structure for customer centricity

(22:48) Power of the voice of the customer and ROI

(26:45) The importance of detailed goals to become customer-centric


(30:37) Focusing on co-creation after measurement of CX growth

(33:33) Incorporating employees in co-creation is necessary


(36:40) Making sure to operationalize and add standards


(39:52) Reinvesting and implementing changes and improvements to your CX transformation

(42:19) The toughest aspect of the ICON process

Resources Mentioned in This Episode:

The Customer Experience Playbook by Jonathan Daniels

CX Centric – https://cx-centric.com/

CX Conversations – https://www.cx-centric-training.com/conversations

Where To Reach the Guest:

LinkedIn – Jonathan Daniels

Twitter – @mrdansoultions

Email – jonathan@cx-centric.com

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Flip the Switch

35: Personalizing the Guest Experience w/ Brian Betts

Our guest today is Brian Betts, a 22+ year Disney Cast member and former executive. By trade, Brian is an industrial engineer, so this episode is going to have an analytical and methodical approach towards improving customer experience.

In his career at Disney, Brian did everything from helping launch Disney Cruise Line and Disney’s Fast Pass, to overseeing experience insights within My Magic+, Disney’s mobile app and connected ecosystem. Throughout Brian’s career, he’s used analytics to optimize the guest experience, managing multi-billion dollar annual capital investments, including the development of new attractions and experiences. As part of his last role as Vice President of Planning and Development, he was part of the commercial team with oversight of long-term planning and revenue generation initiatives. Check out his Linkedin page for more info, he’s just got too prolific an experience to share it all here. 

Two of the major projects Brian was involved in his later years that we dive into: First, using data and predictive analytics to proactively recover guest service opportunities in real time. Second, using the data gained from Disney’s  My Magic+ initiative to create greater personalization for the guest. Brian goes into detail on how they used analytics to help equip front-line Cast Members with “superpowers” to deliver better guest experiences.

Even if you don’t have a billion dollar budget for customer experience, there are tons of principles and takeaways from this conversation you can apply to your own organization. 

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