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Christopher Lochhead PodBook™
A thirteen-time #1 bestselling CoAuthor, #1 charting business dialogue podcaster, co-creator of Category Pirates and is best known as a "godfather" of Category Design.
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Experience-Focused Leaders
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THE POWER OF ALIGNING MARKETING, CUSTOMER EXPERIENCE AND TEAM ENGAGEMENT Christopher Lochhead A thirteen-time #1 bestselling CoAuthor, #1 charting business dialogue podcaster, co-creator of Category Pirates and is best known as a "godfather" of Category Design.
About Christopher Lochhead Christopher Lochhead is an entrepreneur, author, and marketer, widely known as a "godfather" of category design. As a co-founder of the publication Category Pirates, he advocates for an approach to business that focuses on creating entirely new market categories rather than competing in existing ones. Over his career, Lochhead has held the position of Chief Marketing Officer at three different public companies in Silicon Valley: Mercury Interactive, Scient, and Vantive. With extensive experience in the tech industry, he has served as an advisor to more than 50 venture-backed startups.
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S 01 | EP 44 Listen to the episode on your favorite platform
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You can have a wonderful product, whether it's a truck, computer, whatever it is. But if the experience for the consumer or the owner of that product is bad, they will tell you that your brand is bad. The consumer does not distinguish between the experience and the brand itself. Christopher Lochhead 1. Domestic & General started out over 100 years ago, ensuring cattle and sheep rights. So not long after the Titanic went down there was a need all of a sudden to have protection and insurance on your livestock. SUSTAINABLE PROFITABILITY (02:21-02:53) THE EXPERIENCE AFFECTS THE PRODUCT
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They feel like, Oh my gosh, we cannot make a mistake or we'll lost a customer, and it means our experience is terrible! And I'll just tell you that's not true. Customers will be very forgiving. They're not looking for perfection but they do want sincerity and respect. WHAT CUSTOMERS WANT (07:21-07:42) 1. Domestic & General started out over 100 years ago, ensuring cattle and sheep rights. So not long after the Titanic went down there was a need all of a sudden to have protection and insurance on your livestock. Christopher Lochhead
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The imperfections are actually an opportunity to build a stronger relationship. Because when everything goes super smoothly, it may not be noticeable. It may be great and efficient, but it may not be noticeable. The moment of truth is when you have a problem. IMPERFECTIONS ARE OPPORTUNITIES (10:00-10:18) 1. Domestic & General started out over 100 years ago, ensuring cattle and sheep rights. So not long after the Titanic went down there was a need all of a sudden to have protection and insurance on your livestock. Alex Shevelenko
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When there is an issue, statistically, it has been found that the customer, if that issue is solved, will become more loyal, more likely to repeat business with you. CUSTOMER LOYALTY (11:08-11:22) 1. Domestic & General started out over 100 years ago, ensuring cattle and sheep rights. So not long after the Titanic went down there was a need all of a sudden to have protection and insurance on your livestock. Christopher Lochhead
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If we do not realize our employees are most important, we're making a mistake. I just worked with a really fine accounting firm. I said that to them, they looked at me and said, What do you mean? The customer is more important. I go, If your employees are not buying into the mission, they're not taking care of the customers. THE IMPORTANCE OF THE EMPLOYEES (18:08-18:28) 1. Domestic & General started out over 100 years ago, ensuring cattle and sheep rights. So not long after the Titanic went down there was a need all of a sudden to have protection and insurance on your livestock. Christopher Lochhead
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The employee is first. Wowing, inspiring the customer is next. Not taking the order from the customer. You've got to wow them. You've got to think beyond what they know. THE RIGHT ORDER IN PRIORITIES (20:17-20:28) 1. Domestic & General started out over 100 years ago, ensuring cattle and sheep rights. So not long after the Titanic went down there was a need all of a sudden to have protection and insurance on your livestock. Christopher Lochhead
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About RELAYTO Experience-focused Leaders is the podcast from the RELAYTO.com Content Experience Platform. RELAYTO is the #1 Interactive Experience platform that transforms your static content (PDFs, MP4s, images) into engaging interactive experiences, enabling viewers to choose their own path and self-educate.
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Alex Shevelenko: Co-Founder & CEO, RELAYTO/ Content Experience Platform Expert : Marketing, Customer & Employee Experience Design, Future of Work, AI & Cloud Founded Glocal Partners Ex: SuccessFactors|SAP, Salesforce, Oliver Wyman, Microsoft Academia : Stanford MBA, Penn BSE & BA, book research assistant for Dean of Wharton Awards : 60+ digital experience & comms. Excellence in Management Consulting, USA 5 Lines about Alex About the Podcast Host, Alex Shevelenko
We are on a mission to bring the most important ideas to life. We talk about the experiences that move forward organizations, customers, and society at large. If you love ideas and bringing ideas to life, stick around. Join us each week and explore the principles, strategies and insights that drive exceptional customer experiences and business growth. Experience-Focused Leaders Podcast Learn more
