The CX Iconoclast
If you’re exhausted by traditional approaches to CX, impatient with the stunning lack of progress in the field, and done re-hashing the “best practices” that don’t change anything, you’ve found your podcast. Here’s what we know: Companies gain competitive advantage through exceptional customer experience, and customer insights are the best decision-making tool there is. But traditional CX approaches have run their course and it’s time for the next revolution in CX. Tune in every two weeks as Richard Owen, co-founder of OCX Cognition, hosts conversations and interviews with business leaders, academics, and thinkers whose ideas can guide the CX profession to think in new ways about what success looks like. Most of them aren’t CX professionals, but all of them have something to teach us about CX. We’ll take a clear-eyed look at the problems that have hampered the discipline and explore the compelling ideas behind a re-engineering CX for a modern world. Come disgruntled, leave inspired. Find us at www.ocxcognition.com
The CX Iconoclast
Paul Marsden – Technology, Customers, and Core Human Needs
What on earth makes your customers tick? That’s easy, according to our guest Paul Marsden, because it’s the same for everyone. And CX leaders would do well to keep the three core needs of fellow humans.
Paul Marsden, CPsycol, is a consumer psychologist who helps businesses understand consumers. The conversation in this episode covered a lot of ground based on his unusual specialization. Paul shares many opinions, but – perhaps unusually – they’re grounded in data, research, and analytics.
Paul has his fingers in many pies. He’s a lecturer at the University of the Arts London, a consumer psychology researcher and consultant through Syzygy and Brand Genetics, and is featured in an award-winning documentary film, I Am Gen Z. In this episode, Richard Owen gets Paul talking about the research and ideas that captivate him. He offers a lot of counterintuitive perspectives on the underlying concepts and principles behind customer experience.
Just some of what the conversation covered:
- Paul shared some thoughts on myths about Gen Z – the most diverse generation ever and the second generation of digital natives -- as well as a look at what their values of honesty, kindness, and fairness mean for businesses.
- The possible oxymoron of “digital well-being,” drawing on his deep understanding of the data behind this issue.
- How businesses should think about using technology to respond to the three core needs of humans: Autonomy, relatedness, and competence.
Find out more about Paul Marsden: https://digitalwellbeing.org/
LinkedIn: https://www.linkedin.com/in/paulsmarsden/
I Am Gen Z: https://iamgenzfilm.com/
Find out how predictive CX analytics can help your business: https://ocxcognition.com/
Follow us on LinkedIn: https://www.linkedin.com/company/ocxcognition/
Connect with Richard Owen on LinkedIn: linkedin.com/in/richard-owen-98ba3
