An Interview with Marc Gordon

Marc Gordon

Customer Experience Expert

Key Topics:Branding, marketing, customer care, customer service, customer experience

Location:Toronto, Canada.

Bio:

Marc is an internationally recognized thought leader in the field of customer experience. With over 25 years of marketing and sales experience in a number of diverse industries, he has built a reputation for providing insightful concepts that are both innovative and effective.

How did you get to become an expert in your key topics?

Like many young people, my first few jobs were in retail. I was very lucky to have managers that understood the importance of customer service. I learned the importance of relationship building, even if the transaction journey was relatively short. In 1993, I started an automotive products company. Very quickly I discovered that the level of service had a greater influence on customers’ buying decisions than product quality or price. When I opened a marketing firm in 2004, I further refined my customer service strategies to deliver an experience that made every client feel valued and appreciated. Over the last 20 years, I have dedicated myself to learning how people react to various experiences and how they impact ideas, beliefs, and actions. I am now regarded as one of the top thought leaders in the field of customer experience.

What sub-topics are you most passionate about?

I believe human behavior is the baseline of all business relationships. How people feel and think is what impacts their actions. This is a field of study I have always been fascinated with.

Who influences you within these topics?

My biggest influencer is the belief that people need to be heard and understood. I feel that while social media has given everyone a voice, most people don’t feel listened to. In my view, this is just one of many reasons why we are seeing so many issues regarding mental health.

Brands tend to focus too much on metrics. Sales, clicks, views and conversions should not be the key indicators as they disregard so much of the human aspect. Relationships should not be reduced to a spreadsheet. The challenge for businesses is understanding that some decisions should not be driven by ROI, but rather VOI (value on investment). In many cases this perspective will require a top down buy in from management through to front line staff. And this could require an organization-wide culture shift. That could be a huge challenge for any company.

What do you think the future holds in this space?

AI is becoming a big part of the customer experience. And many people believe it will become a significant part of the customer experience journey. The problem, at least for now, is that AI cannot understand or react to situations where emotions play a role, which can often happen in situations where the customer does not feel they are not adequately being taken care of. AI lacks the ability to really listen, understand, and show empathy. Until that happens, the human element must play the leading role.

What brands are leading the way in this space?

When people think of excellent customer experience, names like Disney and Amazon come to mind. However, it’s possible for any business of any size and industry to excel in this area. All it takes is a desire to care and the ability to create a customer-centric process. Delivering a customer experience that builds loyalty does not mean going above and beyond. It means making sure every customer is recognized and made to feel valued and appreciated.

If a brand wanted to work with you, which activities would you be most interested in collaborating on?

Over the years I have had the pleasure of working with some amazing organizations in varying capacities. As a speaker, I am able to inspire and educate a lot of people in a very short period of time. As a consultant, I can help develop processes that address specific challenges and while reaching key objectives. Beyond that, I also regularly appear on podcasts and in the media for my views and opinions on customer service, marketing, and social media.

What are your passions outside of work?

Exercise is a big part of my life. Outside of business, I love spending time with family and friends. My son and I often go mountain biking during the summer months. My wife is a big fan of traveling, so that keeps me from spending too much time in the office.

What would be the best way for a brand to contact you?

I can be reached through my site at www.marcgordon.ca.

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