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b"\\u201cToo often today we over-survey our customers.\\u201d As Amazon\\u2019s first Worldwide VP of Customer Service, Bill Price is a legend in the field of customer service. As an author and advisor, he continues to drive home the fact that service is one of the most critical brand touchpoints. We discussed all of this and more on this week\\u2019s episode of the On Brand podcast.\\nAbout Bill Price\\nBill Price is a Partner with Big Data player Antuit leading its global customer experience and customer service advanced analytics program and is President of Driva Solutions that has worked with over 150 clients to forge the balance between cost controls and greater customer loyalty.\\nBill co-founded the 9-country LimeBridge Global Alliance; chairs the 41-company Global Operations Council; has taught at the University of Washington and Stanford MBA programs; and is the lead author of The Best Service is No Service: Liberating Your Customers From Customer Service, Keep Them Happy, and Control Costs (Wiley 2008) and Your Customer Rules! Delivering the Me2B Experiences That Today\\u2019s Customers Demand (Wiley 2015).\\nBill served as Amazon.com\\u2019s first Worldwide VP of Customer Service and before that held senior positions at MCI, ACP, and McKinsey. He was named \\u201cCall Center Pioneer\\u201d in 1997 in its inaugural year. Bill graduated from Dartmouth (BA) and Stanford (MBA), and lives in Bellevue, WA.\\nEpisode Highlights\\nWhat\\u2019s this Amazon alum been up to recently?\\xa0\\u201cLately I\\u2019ve been focusing on the fact that we over-survey customers today. We keep sending out surveys and yet the survey response rate is declining. A lot of companies just fill in the blanks.\\u201d\\n\\u201cConnecting the dots makes me excited about big data.\\u201d We need to supplement the survey with other actions along the customer journey. \\u201cWe can have a data feed that starts to calculate a score as you\\u2019re going.\\u201d From there you can test out coupons and other incentives.\\nQualitative vs. quantitative insights. In writing Your Customer Rules!, Bill interviewed several service leaders like Nordstrom. \\u201cWe learned that they valued statements like \\u2018You make it easy for me\\u2019 and \\u2018You recognize me.\\u2019 They don\\u2019t always know what they mean but they know they like them. They also know to look out for \\u2018failure statements.'\\u201d These are the opposites \\u2014 \\u2018you don\\u2019t make it easy for me\\u2019 and \\u2018you don\\u2019t recognize me.\\u2019\\nAll companies are full of stories. While external-focused marketing\\xa0stories can help communicate who you are,\\xa0Bill noted that internal stories represent \\u201ctribal knowledge. Good brands collect stories. They don\\u2019t curate \\u2014 they even share bad stories.\\u201d Stories help communicate what you value and what you want to avoid as a brand.\\nWhat brand has made Bill smile recently?\\xa0\\u201cI like to smile but don\\u2019t always get to do it!\\u201d One recent smile-worthy experience came during Bill\\u2019s most recent visit to his Tesla service center. A rep stepped forward and remembered him by name. \\u201cShe remembered me \\u2014 that\\u2019s one of the the three drivers in my book.\\u201d More importantly, she remembered that Bill liked to run. Little things can make a big difference.\\nTo learn more about Bill,\\xa0connect with him on LinkedIn.\\nLearn more about your ad choices. Visit megaphone.fm/adchoices"