In this episode of the What If, So What podcast, Jim Hertzfeld speaks with Todd Unger, Chief Experience Officer of the American Medical Association and author of “The 10-Second Customer Journey.” The conversation uncovered valuable insights on customer experience (CX) and its impact on business growth.
Unger emphasized the importance of adapting to the rapid pace of customer decision-making in today’s digital landscape and highlighted the need for organizations to unify their approach to customer experience, breaking down silos between product, marketing, commerce, and service departments.
They discussed how small changes can lead to significant conversion rate increases, and that measurement is a critical aspect of CX strategy.
Unger introduced the concept of a “customer friction index” and discussed the use of automated tools to identify pain points in real-time, such as detecting “rage clicks” on websites.
The two also discussed alignment between marketing and CX initiatives, with a focus on growth while maintaining the operational capability to address day-to-day customer issues.
The conversation underscored that effective CX is not just about high-level strategy but requires rolling up sleeves and tackling concrete problems that impact customer satisfaction and, ultimately, business growth.
By prioritizing customer experience and adopting a data-driven, cross-functional approach, businesses can create smoother journeys for their customers, leading to increased loyalty and sustainable growth in the competitive digital marketplace.
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Meet our Guest
Todd Unger, Chief Experience Officer, American Medical Association
Todd Unger is Chief Experience Officer of the American Medical Association, where he has driven record growth and gained international recognition for their CX program.
Unger spent a decade at marketing powerhouses Procter & Gamble and Leo Burnett before he leapt into the exploding digital world as a product manager in the early days of America Online, where he ultimately served as GM of the AOL Local business. As both a Chief Digital Officer and Chief Marketing Officer, he’s since led digital and marketing teams across large and small media companies, including Lifetime Television, Time Inc., and the Daily Racing Form.
He is the author of The 10-second Customer Journey: The CXO’s Playbook for Growing and Retaining Customers in a Digital World. A frequent speaker and guest on marketing and customer experience podcasts, Unger hosts the AMA’s award-winning video/podcast series, The AMA Update. He holds an MBA from Harvard Business School.
Connect with Todd
Meet the Host
Jim Hertzfeld is Area Vice President, Strategy for Perficient.
For over two decades, he has worked with clients to convert market insights into real-world digital products and customer experiences that actually grow their business. More than just a strategist, Jim is a pragmatic rebel known for challenging the conventional and turning grand visions into actionable steps. His candid demeanor, sprinkled with a dose of cynical optimism, shapes a narrative that challenges and inspires listeners.
