281: What every enterprise business is thinking about and how you can start mastering it too... the customer experience | Brittany Fox

What is customer experience (CX) and why should we care?

This week, I’m joined by Brittany Fox, tech founder and CX expert, to talk about the biggest conversation happening across enterprise businesses right now - and how small business owners can use this to their advantage.

Brittany shares why visibility is everything when it comes to your customer journey and how you can strengthen your customer experience from the minute you stop listening!

If you LOVED this episode, make sure you share this on your Instagram stories and tag us @contentqueenmariah and @cx_with_britt 

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KEY EPISODE TAKEAWAYS 👇

✨ What customer experience actually is (and why it matters)
✨ How to fix content chaos with visibility
✨ Why broken digital journeys cost you money
✨ What “functional CX” means for content and conversions
✨ How to prep your business for AI (without losing your brand tone)

SHOW RESOURCES 👇

If you like this episode, don't forget to share it to your Instagram stories and tag me⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ @contentqueenmariah⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠!

Other than that, enjoy - chat next week 💕

ABOUT THE GUEST 

Brittany Fox is the Founder and CEO of Nevam, a platform built to help teams visualise, prioritise, and fix broken customer journeys - fast.

After leading marketing execution for brands like GAP and consulting at Deloitte, she kept seeing the same problem: businesses had no way to see the entire customer journey in one place.

Nevam was born from that frustration - and from her kitchen table, during maternity leave.In just 12 months, Nevam was selected by Techstars, built an MVP in 12 weeks, and signed its first enterprise client before launch. Britt is now on a mission to bring clarity and action to the chaos of CX, helping brands create seamless, human-first experiences.

PODCAST TRANSCRIPTION

Mariah MacInnes: Cool. All right. Thank you, Brit, for coming on the podcast. So good to have you here. For anyone that doesn't know who you are, can you please tell us who you are and what you do?
Brittany Fox: Yes. Well, now I'm a tech founder and uh proclaimed CX expert, but I guess over my career I've been everything from a marketer on client side working in retail to um supporting corporate partnerships in uh children's cancer research to being a consultant for one of the big four working on massive digital transformations um all the way to launch launching global brands and campaigns to doing really boring things like looking through your data to
 
 

00:01:46

 
Brittany Fox: find all the problems with it. Um, and seeing a big gap. Now I am solving my biggest pain point as a consultant and a marketer.
Mariah MacInnes: I love that. It's like if you you can't find something, you might as well make it yourself.
Brittany Fox: Exactly.
Mariah MacInnes: So you are the founder of Neam and I would love for you to share yeah how how you got to where you are now being a tech founder and building your own platform because it's incredible like to think across your whole journey and obviously I know it very well but like from going from you know starting out in marketing consulting to now building your own tech platform like how did you get here?
Brittany Fox: Oh, I've alluded to like the fast track of it, but I think it's been a series of visualizing the solution in my mind for probably the last decade of things that I wanted that I thought existed or I just they must exist somewhere. and then being forced to kind of manually solve them. So to give you a bit more context is I feel like I'm being a bit more elusive than I'd like to be.
 
 

00:02:54

 
Brittany Fox: Um I would I started off being in marketing for GAP when it was here in Australia and that was part of Orton Group. So I got to work across Gap, Brooks Brothers and Orton. And during that, I was kind of getting thrown in the deep end because I really had just been a backpacker and had a college degree and I faked it till I made it. I had done some marketing for like the wool shed in cans, but really I didn't know a lot about marketing, but I was very good at Googling and figuring things out and watching how other people did things. Um, but one of my biggest challenges was there's a gap there's a gap casting call that happens in America and I know it as a child and I wanted to bring it to Australia and suddenly I wasn't just doing like an email that went out batch blast every week I was now needing to create a website that people could submit entries to. They needed to be able to upload a photo. They needed to be able to go to these intore events, have their photos taken, which was logistically quite a nightmare for one person because I didn't know how to make a website and I didn't know how to organize photographers that would get their photos printed out immediately for these for these children whilst also securing to save the photo to upload it as their entry for their submission.
 
 

00:04:20

 
Brittany Fox: Um, and then have it not be biased, deal with different states legislation. It was so complex with magazine coverage, PR coverage, billboards, and I was doing it by myself and I was like, "God, I just wish I could see it all in one place. I just feel like I'm logging into so many different platforms. I don't know what I'm missing. It feels like it's sitting in spreadsheets and I don't know what I'm missing. I don't know if I've thought about all the emails and things like that." And and so I would try to like draw it on a piece of paper um as like a journey and I was always visualizing it as like a journey. And then I went and worked for Children's Cancer Institute. Same thing. I was running these national campaigns for Dare the CEO which would raise vital funds for children's cancer research. Again, so complex. It was on like today show where we're managing CEOs going on the Today Show fund raise raising funds and I felt like where is the tool that lets me see it all in one place like I don't know what the journey looks like I don't know where my gaps are.
 
 

00:05:26

 
Brittany Fox: Um I I started working at Deote shortly after that and I was thinking yes I have access to it all and I'm in the marketing team. I've got this. And I would just sit on these meetings and I just thought I must be missing something. Like there's got to be I I'm having a hard time understanding why this is the problem when the like, you know, I'd be coming in to solve all sorts of problems, but then when I get down to the root of it, the problem is always coming down to visibility. like businesses from small to enterprise, they just are making decisions blind and then and I'm guilty of this consultants and everyone told them they needed to get their data in order, which is still true. you need it in order to do any AI these days, which we can talk about later, but you still can't make decisions if you don't know what your customer experience looks like to then inform the data. Um, and so I I started seeking out how I could help marketers and businesses see what their customer experience was so they could make better decisions on their marketing tech or their personalization strategy or what emails they should send or their content um or which brand or which campaign they're going to launch.
 
 

00:06:55

 
Brittany Fox: And the second we gave it to them visually, it was like all of a sudden decisions were made and easier. Um, but I was constantly being sold to do that manually and it was quite like a repeatable process over and over and over again. But I was succumbed to having to work in tools like Miro all the time and constantly just manually updating these mirror boards so that these businesses could get visibility on what they needed to do next. And I just was sitting on maternity leave with my second child and my husband and I kind of sat there and we had been saving for quite a while and we um did some uh like we did like a financial planning program and we were like, "Okay, can I take the leap while I'm on maternity leave and give me a buffer afterwards to even sell some consulting work so I could see if this idea to give a source of truth visibility platform for businesses had legs and yeah that was well my daughter's now two so two years ago
Mariah MacInnes: It's amazing.
 
 

00:08:09

 
Mariah MacInnes: And since then, you've been part of Tech Stars program and all these amazing things because obviously everyone was like, "Oh my god, this is a pain point." And I love what you say like, "Oh, I thought, you know, when I went to bigger companies, we would have all this visibility on what was going out where, and there's just there's nothing." And a lot of small business owners struggle with this. I was talking to you before we hit record. We have, say, for example, you just got to change one thing or you've changed your branding. you've done a big rebrand and then all of a sudden you see like this old bit of branding pop up or you see like an old email from an email sequence start going out or people I sometimes I used to be part of flow desk and then I moved and then every now and then someone signs up to my flow desk and I have to manually put them into my new um CMS but I don't know where this link is coming
 
 

00:09:01

 
Brittany Fox: Yeah. Yeah. And it's such a um the problem exists if you're one person to if you're 500 to if you're several thousands because even if you're just one person you're making so many you're logging into so many platforms of course you're going to lose track of what things are in market and if you do even one change or change how you position yourself or change your phone number address whatever it is if you change it one place keeping track of all the places that you have to update it now is a nightmare. And then imagine now the bigger you get, the more teams you have to put that through to for them to update in their different channels. it becomes a legal responsibility um a brand governance responsibility and it's effectively like costing you revenue
Mariah MacInnes: Yeah. Oh, absolutely. And we'll we'll talk about that. But yeah, it's like just to do one tiny thing now, we forget how big our digital footprint is. Because I imagine, you know, 15, 20 years ago, we didn't have these massive digital footprints that we have now.
 
 

00:10:03

 
Mariah MacInnes: We're all we're going on podcasts. We're,
Brittany Fox: Hold
Mariah MacInnes: you know, creating social media accounts. We're got all these websites. It's so easy to create more, but then
Brittany Fox: on.
Mariah MacInnes: to keep track of what you've had in the past is a just logistical nightmare. And as you say, it does cost money because then of course, like even as a small business owner, I go, "Okay, well, I need to get my VA to help me update all of that." And then she's got to go and find it all. So, she has to I I literally did this recently. I did a price change. And I had to get her to go through every email sequence and see where the price was and get her to update it and then find all the pages. And I had to pay her obviously to do that because, you know, I I have no visibility on where all this is. And of course, like when you start off, you start scrappy. So you start with bits and pieces and then you forget that it's going to be a headache later.
 
 

00:10:54

 
Mariah MacInnes: Anyway, that's what we want to talk about. So basically, there's a few different topics we're going to kind of cover today, which is definitely customer experience. Um, and then you sort of touched on AI and how, you know, content governance is important, keeping track of like especially if we're getting AI to just mass-produce things for us as well. Like how are we keeping track and how are we monitoring this? But the first thing that I want to talk about is um customer experience. So as any business, why what is it and why should we care about creating a good customer experience?
Brittany Fox: Yeah. So customer experience has become this very elusive word that covers so many facets of the business. Um and different people are defining it differently. So in historically I think people have kind of when they hear customer experience they kind of blanket it into either customer service or it's that ve in an enterprise it could be very high level and it could be the customer experience as a journey focus um which is based on like your net promoter scores or your voice of the customer.
 
 

00:12:01

 
Brittany Fox: not really getting into the weeds of actually execution but very giving this overall strategy um and I've been speaking to quite a few people and in my opinion I think is starting to become more adopted is if it touches the customer it's customer experience and it's now starting to branch out into all the different parts of the business that interacts with the customer and so now customer experience leaders are now responsible for more than just a high level thought, emotion, feeling of what should be happening at certain milestones. They're now responsible for the content. They're responsible for every step of a journey that they might look after multiple teams and channels to do so.
Mariah MacInnes: Yeah. Well, it makes sense now because we have the ability to speak to people to the masses so easily now. So it does make sense that that marketing element comes in of like how we're showing up on social media like everything because it all and some of the things that you talk about a lot is if like none of especially in big teams if none of all that's talking to each other or makes sense it just creates this really horrible customer experience and even with small business owners we how many down free downloadables do we have with so many email sequences and if someone downloads three of your free free downloads they end up with like four emails hours a day, right?
 
 

00:13:22

 
Mariah MacInnes: And it's just not not a vibe.
Brittany Fox: Yeah. And even when I was working in retail, I if I I was in charge of marketing, so that was, you know, but much smaller team. So I was responsible for the emails. I was responsible for the out of home and any kind of collateral. But if it touched the store, it was a different person. Now that's a very small team. But now we're talking about retailers who have a team working on the email platform, another team working on the app, another team working on the website, and even several teams working on the website depending on what it is. There's like teams doing experimentation on the website. There's teams like um building media um retargeting strategies and SEO. And it's now so complex that customer experience is in everyone's job description now.
Mariah MacInnes: Yeah, that's a really good point. And even like as a small business owner myself, I have um mult like freelancers and subcontractors supporting me. And even it's important for them to understand the experience across everything because if they're working on one project and we're all working on like say a launch or something and we don't understand the the outcomes, the objectives and what everyone else is working on, some things can just look a little bit disjointed as well.
 
 

00:14:48

 
Mariah MacInnes: And I think that's where like it's really important to make sure that when someone looks at your social media or goes to your website or signs up to your mailing list, like the experience all feels like the same person because there's a lot of trust in that. if we feel like it's very disjointed, we kind of tune out like, "Oh, I don't know like what they're doing." And that's so important now because there's so many options. There's so much content out there. We literally have a pick of whatever brand we want to buy from or whatever service-based provider we want to work with, whatever, you know, small business we want to work. We have so many endless options now that we can start to be a little bit more picky as a consumer about how that experience looks, which is we have more power as a customer for sure.
Brittany Fox: Yeah. And honestly, the product most of the time or the service isn't the differentiator anymore. It's how you get them through the funnel to buy the product or the service that is going to get you it.
 
 

00:15:41

 
Brittany Fox: I mean, I don't know. I'm sure all of us get hit with a million ads and then it's the ones who the second you click on that ad to go and investigate and do your kind of research, the one that makes it so easy to understand and makes it so easy to put it in the basket or the so easy to book the service or connect, they're going to get it. They're going to get it hand over fist before the one who makes it hard and more friction to get through. And so and and like I'm going on a tangent here for real quick, but I would see a lot of small businesses and even enterprises that would flip up a website really quickly because they just needed like tick done have my website and then I'm just going to do a bunch of Google ads or Facebook ads and then everyone's going to come to my website and they're just going to buy. thing is Google ads and any ads is not is pointless if your website cannot take a cold lead.
 
 

00:16:40

 
Brittany Fox: You can't rely on the ad to get you to the customer experience that you want them to so that they can directly find what they need and get through perfectly without any assisted help. And if you're not actively going and testing that cycle and and seeing what it looks like and matching the content between the two places and matching like the jobs that that person's going to have to do to get done and make sure they're the easiest possible, you're leaving money on the table.
Mariah MacInnes: That's such a good point because also we do rely a lot on especially in small business we think okay I just got to get to this point and then I can start pouring money into ads or and I think it happens a lot in like especially in the ecommerce side of things and then we sort of don't think about how it's being portrayed by the customer because we're just like okay as long as I get that up and get that functioning then the rest will just do it do its thing and you're so right it doesn't it doesn't really work that way and especially now with so many different options so you talk about that in a lens of like functional customer experience right like how can we make things functional so when you describe functional CX.
 
 

00:17:49

 
Mariah MacInnes: What What do you mean by making things functional?
Brittany Fox: Um, so this is a differentiator because I would say quite a few people would think about customer experience as an emotive state of un like taking voice of customers and wanting to know how a customer feels about or you want them to feel happy. They might be coming in unhappy. This this because historically customer experience has sat in this strategy space but there's been a gap between the strategy of we want them to do these five things to the execution of it. And so there isn't really been a platform that oversees the execution of it. It's gone into from strategy into the channels that execute on your behalf. And so when I talk about functional CX, I talk about I want you to be able to go from strategy of what you want to achieve to looking through a microscope at every single piece of that in real time to know and make sure that every single piece of content is working as hard as possible for you cross channel, which you could couldn't really get with analytics today.
 
 

00:19:05

 
Mariah MacInnes: Yeah. And you know, we we talked about this when we caught up like um how many you know, broken websites are out there or things that just go to nowhere. And I mean, my example of the flow flow desk signup is a perfect example of that. It's like there is just so much out there that we we don't have that visibility. So, we can't make those changes or we can't even look at what's working as well with the data if we don't know all the stuff that's out there as well. Right? It's like it's impossible to know if you don't know what you've got.
Brittany Fox: Yeah. And um so we have a web crawler in our platform which that's not a new thing that exists but what is new to it is that we crawl websites and then screen grab them. And I will run crawls on pretty standard websites for clients. And I had one that I did a crawl that was 15,000 pages. Like in what world do you want that many pages to be found?
 
 

00:20:07

 
Brittany Fox: Um, six of them were 404s. I think 24 of them had unresponsive pages. Um, that's not a lot actually to be fair, but still 15,000 pages is too much content. Um, that's probably old and findable.
Mariah MacInnes: Yeah, absolutely. I mean, even if you look at your own Google Analytics and the 404 page comes up, it's a bit of like, oh, but you don't know what where it's coming from cuz you just know they landed on a 404. You don't know how they got there, which is, you know, it's also hard to make these changes. And as you say, that could be the difference between someone making a purchase and not. And
Brittany Fox: Mhm.
Mariah MacInnes: every visitor on the website counts. That's for sure. Um, so AI is coming in hot. Like, you know, we can talk there's just so many so much content about AI. I feel like it's now becoming a little bit ridiculous, but how can we make sure and this is something you spoke about in one of your Substack articles and it was really good.
 
 

00:21:07

 
Mariah MacInnes: So, I'll link it in the show notes. But if we are creating these customer experiences because now it's not just the customer, right, that's looking and AI bots are people are googling for things and AI is giving the answer rather than people going to Google. So, how can we make sure no matter what business we have that it's optimized not just for our customers?
Brittany Fox: Yeah. So, there's a couple things in there. One that I'll say that is being kind of said everywhere is SEO is dead. Please don't spend money on an SEO agency. You can pretty much Google it, find a tool that can help you find keywords. It it's so it's been made to be so confusing and complex when it doesn't need to be. and Google's pretty much taking it out um and creating a new algorithm that's based on the content that you put out and market across your channel. So, it's not solely rellyant on your website anymore. So, um, when I'm talking about how AI is coming in hot with your website and your content, there's we used to just create our websites to be a sales pamphlet and we would leave all the information to an FAQ page deep down if they wanted to find it or behind a login or after they'd call us.
 
 

00:22:30

 
Brittany Fox: That's not going to work anymore. We need to be giving as much content as possible to inform and let a person or an AI be able to understand exactly what they need to do to get through the funnel as fast as possible and not create any barriers of friction. Now, that can be really hard because I know there's bots and people put capture things to make sure that they're not getting spammed. I don't have a solve for that yet. I mean, we even had it on our own website. Um, but what we are working on is trying to figure out when you can tell something is a bot that's trying to spam and when someone is using an agent to do something on their behalf. And that is where the next frontier will become quite interesting because
Mariah MacInnes: Where?
Brittany Fox: we're starting to like if you're a retailer especially, if you can't be found by an agent and be able for a person to purchase or get something into their basket without a human intervene, then then we're then you'll probably miss the boat.
 
 

00:23:38

 
Brittany Fox: But in that same breath, that's going to be really hard to track with analytics. So then how do you make sure that that experience is quite frictionless and that you can figure that out and you can determine what is a real customer, what's an agent? It's super fascinating right now.
Mariah MacInnes: Yeah, I mean there's going to be so much. It's still early days, right? But it's crazy. Like I even saw a Tik Tok on this girl who paid for like the top ChachiBT, like the $200 one. And literally, she's like, "I want a coffee machine. This is what I want." Da da da da or I want concert tickets or whatever. And ChachiBT just went and bought them for her. And it was like that is absolutely mental and like she obviously people need to give it the details that it needs to make the purchase credit cards etc. But now with Apple Pay and all this all this information and data is on our computers. So yeah, it's it's interesting because one of the things I think that you explained really well is of course like there's marketing that's the emotional type and we want customers to buy from like a soppy kind of fluffy way of like this is why you need this product but then at the same in the same breath.
 
 

00:24:38

 
Mariah MacInnes: We need to make it so that AI can interpret what you have put on your website and purchase for a potential customer. So, it's like getting that balance is going to be very interesting and I'm sure there's going to be like big retailers that will lead the way in this and as small business owners we can kind of watch and try and implement now so that even cuz lots of people still want to shop local. They want to buy from small businesses but also at the same time like you've got to try and play the game with the bigger retailers as well because I think that's going to help um you know maximize that um those customers and make sure that they're choosing us which I think is interesting. So when you with AI, right? So we've obviously there's content that AI is now turnurning out for us and and um you've talked about how we just need to be more conscious as well of like the output from AI. So where does content governance come into play and and how can we make sure that we are still governing what what we're putting out there as well?
 
 

00:25:36

 
Brittany Fox: Yeah, it's so easy to fall into the I'm putting more content out there, so it's going to be easier for me to get leads. Um, and but then sometimes you can lose track of your tone and what your message is and how you want them to convert to the right place and segmentation based on like the right person at the right time. So data becomes so important and we're starting to see brands segment firstly to give you a bit an idea of what is happening at an enterprise level. Enterprises are massively having to clean up their data because they're not going to be able to generate this type of content at scale at a segmentation personalization at scale basis until they get their data clean. And that has been a project that nearly enterprise, every single enterprise I've ever worked on has been working on for the last decade. And they never will be done because they have too much data. They have to put it into one big place. They have to clean it. It's like several people's full-time job.
 
 

00:26:42

 
Brittany Fox: At a small business level, you can move and get there way quicker. So, it's going to be about taking the data that you have, and when I say data, I mean your customers from your CRM, putting them in, giving them all the attributes in your HubSpot or whatever you're using, and then using those to then create your content based on segments. And then when you're actually putting them into market and you're putting on ads, you're not doing a blanket or just creating a ton of content. It doesn't mean you're posting every single day to the same audience. That's not content governance. Content governance is I know what content is going out. It has a purpose. It has a segment attached to it. I know exactly what its job is and where it's supposed to go. And I can keep track of those. and I have measured success against it.
Mariah MacInnes: Mhm.
Brittany Fox: And now small businesses might be looking at me like, "Come on, man. Like, I don't have time for that.
 
 

00:27:42

 
Brittany Fox: I get it." And your segments might be much smaller.
Mariah MacInnes: Yep.
Brittany Fox: So, it's just even if you have one that's your generic ad to the people that you don't know and then the ones who have fallen out of your funnel or who have been a lead and you've got some attributes and personalizing a little bit for them. Even
Mariah MacInnes: Yeah.
Brittany Fox: if you can start there, you can start there to like learn and how you can get these guys activated whilst your unknown customers are still being nurtured through the um unknown part of the cycle.
Mariah MacInnes: Yeah. But even like there's sorts of business owners that have different sort of segments in terms of some have different elements to their business. They might have a product and a service base. So they you know have different sort of people. Even in my business I have um you know people that want to hire me and then people that just want to learn from me. So we all sort
Brittany Fox: Mhm.
 
 

00:28:33

 
Mariah MacInnes: of have at least a few that we can go okay cool. When I am creating content or I'm running campaigns who am I running it for? And that seems to be an issue that a lot of small business owners have when they have those sort of multiple audiences and how can we personalize the content or even create specific campaigns. So I think it's helpful to sort of understand like who who are these people on my list? Where are they? What are they doing? And then as you're saying like create specific objective based content so that we go we know we're you know targeting these people. But then also yeah just being mindful of the amount of content going out to who, what, when, where, why. especially with um you know automations and there's so many AI bots doing so many different things and if you're not keeping track of it then you as you say you start to lose that brand tone start to lose that trust as well which I think now with AI we need more trust like we need to tr we need to know it's not just an AI bot like it's actually a brand trying to create content for us not just like an AI bot just pumping out content here there and everywhere so I think it's um with you Quantity comes quality at the same time.
 
 

00:29:40

 
Brittany Fox: Yeah. And they I saw a a study I think it was either Harvard or Stanford, they did a study um on how chatbt users like were being able to retain information and things like that. and being like being being users of it so often and they were finding that the content that people were creating and consuming that was from ChattyPT was soulless and didn't have its depth. So people weren't actually taking in any new information. They were reading things that sounded nice, but it wasn't actually giving them anything that they could retain because of the way it was written. And I've watched quite a few people be actively using chat GPT or or other AI platforms to generate their content at scale and put it out and they're using it and then they're sending out email lists and things and you can tell it's written by an AI. It's
Mariah MacInnes: Yeah.
Brittany Fox: got the long dash.
Mariah MacInnes: Yeah.
Brittany Fox: It's it's um got the emojis perfectly set up. It's got the the clear headers and it hasn't told you act actually anything that
 
 

00:30:48

 
Mariah MacInnes: No.
Brittany Fox: you can act on.
Mariah MacInnes: Yeah. Yeah. That that's so true. Actually, I had a market research call with a woman last year and she said, "Oh, I've got someone helping me with my content, but um the only problem was I noticed a caption that had been written was then posted by someone else. So, I have a feel she knew she was this person because she'd hired her like it was a at a very cheap rate to help her with her content and she's like and but I think she's not looking at what she's tragic is giving. She's just posting because um I saw another person in the same industry have the same caption as me.
Brittany Fox: Yep.
Mariah MacInnes: So, she's seen her content and gone, "Oh, someone has the exact same content as me. That's awkward."
Brittany Fox: Yeah.
Mariah MacInnes: Oh gosh. But yeah, like and and we think that stuff is is Oh, yeah, we should. Yeah, that seems But no, it doesn't seem like everyone's getting the memo.
 
 

00:31:44

 
Brittany Fox: No. And it's just like like your AI is really good for certain things. I use it to kind of educate myself around the market and just give me citations so that I can learn really quickly from actual reputable places. But writing for you, you will start to see that other people have the same tone as you. And especially when you start to teach it about a certain category that other people are also using it for, it's just going to create a a washing machine of content learning from it each other. And so your ideas are going to be you're going to think they're your ideas and they're going to sound like they're coming from you, but they're going to sound the same as another person talking about the same subject.
Mariah MacInnes: Yeah, that's a really good point. Okay. Well, thank you. Sorry, we went over time a little bit. Um, but what is one small thing anyone that's listening right now, any business owner can do to optimize their customer experience and start thinking about the future a little bit more with how they use um, yeah, how they build their journeys and start documenting it or at least having something that will give them visibility over what they're doing.
 
 

00:32:48

 
Brittany Fox: The first thing I ever tell anybody who's trying to do a funnel is I want you to write down your three personas. What jobs do they have to be done? Like it's not like how they feel. It's not their psycho personalities, whatever. It's what thing are they trying to tick off their list because they're trying to get something done. And so, and then the language they would use to explain how what they need to get done, what did they say? And then you use that as your language and you make it tick off that job as the first thing on your homepage because they don't need a a call to action that's not going to solve the problem. So call your your call to action that problem. Talk about them as if you were you know them because you do. And map it out. So map it out of like if I was going to do this job, I would need to go to the homepage. I need to educate and inform myself.
 
 

00:33:48

 
Brittany Fox: And then I need to be able to make a decision on purchasing and what are the three ways I can do that. And if I can't do any of those things, what's the easiest way for me to stalk you and keep coming back to you without um losing you? So your newsletter, don't just put a bottom of the newsletter of saying like join our newsletter. No one freaking cares about your newsletter. Tell them the value of why they should stalk you through your newsletter so that they can get the most up-to-date whatever it is in case they haven't purchased.
Mariah MacInnes: I love that. That is really good. I like jobs to be done. I think that's um very valuable. So, thank you so much. And I think yeah, just even um for any small business owner, if you just at least start thinking about you, I think we a lot of times we create a business because we think it's a really great idea and then we forget about the person actually doing the experience to purchase from you and then trying to find all those friction points or gaps or things because if you don't do it yourself, you're not going to see it.
 
 

00:34:48

 
Mariah MacInnes: And I think a lot of times we just get it done. Yep, cool. Here's a link. and then we forget to actually test it and and go through it ourselves to find all the problems and then they won't happen with customers, they'll just happen with you.
Brittany Fox: Mhm.
Mariah MacInnes: Amazing. So, how could people find you and stalk you and learn more about your entrepreneurial journey?
Brittany Fox: Okay. I've got lots of places now. My favorite is LinkedIn because I will always see your LinkedIn post uh or message. So, Britney Fox LinkedIn. Um if you're on Instagram, I have CX with Britt. If you're on Substack, I have CX with Britt. Um email brittx.com. Those are probably the top ones.
Mariah MacInnes: We'll put them in the show notes. But thank you so much, Brit, for sharing your expertise and your journey because it's super fascinating and it's time we I guess start thinking a little bit more ahead than right now because there's just too much going on.

PodcastMariah MacInnesmarketing, marketing advice, how to be authentic online, business ownerComment