Why Your Customer Experience Strategy Isn’t Driving Growth

Welcome to the Social Media CX podcast, where we explore how brands protect, trust, improve customer experience, and turn conversations into measurable impact. This March, we’re doing something a little different. We’re launching a special series called ‘CX Under Pressure’ for Conversations Exploring what’s really shaping customer experience in 2026 from AI and automation to a reputation risk.

To the human side of empathy, we are looking at what happens when trust is tested and what separates brands that react from brands that lead. Let’s get into it.

Brooke Sellas | @brookesellas: Tyler, thank you so much for joining us on the Social Media CX podcast. I wanna start with the fact that you’re a builder. You’re, you’ve built this amazing tool, magnetic, so for everybody who’s listening or watching, just give us a rundown of what the tool does in layman’s terms.

Tyler: Yeah, let’s get right to the point. So we built magnetic because, uh, consumer brands need a place to house their top customers. Right now you may have them sitting in Instagram reacting to you every single day. You have them on email lists. Uh, you’re running them through your lifecycle process, but. They’re not really in one place where you can engage with them and have a direct line in a intuitive, interactive way like we do on social media. Um, and so we’re seeing this big gaping hole in the market. Uh, it’s ended up becoming a digital experiences platform and quickly morphing into a place for brand communities. Um, I think if we look back, the website had the potential to be that, and then we started turning our e-commerce websites into storefronts and catalogs.

Brooke Sellas | @brookesellas: Uh.

Tyler: um, social media kind of took a really good role ’cause it was able to host video and be interactive and do all the things that we want to be able to do.

And so, uh, we’re kind of bringing that back and allowing you to now kind of take control of that customer relationship again and have your own place to build that relationship. So that’s in a nutshell what we do. And I could go down a rabbit hole as a builder telling you all of the different things we’ve put into it, but you just have to know that this is the place, um, where you just have to come if you want to get closer with your customer and we’ll you do the rest.

Brooke Sellas | @brookesellas: Yeah, I love that. I think, you know, that is some of the pressure that we’re feeling with CX right now is like. It feels fragmented or very disjointed about where we connect with our customers. Um, so I love that you’re, you’re kind of building a place. Where you can connect with them continuously through these experiences.

Right? Not just like transactional touch points, but actual experiences. Um, I know that you work with growing D two C and e-commerce brands, so from what you’ve seen, when brands say they care about customer experience, what do they actually mean?

Tyler: Yeah. Uh, when I run into people that say they care about customer experience, I do hear the word community sometimes. Uh, and then I go and I look at their actions of what they’re doing and it’s like, oh, we’re so active in the common section and we’re DMing people on socials. And we, you know, we have a, a regular nurture email that we go out and we educate our customers.

And, and I, and I get that, and that is kind of, uh, what I call Tina. Like, there is no alternative. It’s kind of the way. That the ecosystem is formed. Um, but for me, and it’s very similar to what you do, right? Like, it’s not like I’m, I’m saying like interacting with people in the comments on social as is a flippin thing.

It’s not like it is really important to nurture all of that. Um, the, the thing that takes it to the next level is. Social will not get in front of everybody all the time, and there’s no real guarantee that everything you’re putting out will get in front of them.

Brooke Sellas | @brookesellas: Mm-hmm.

Tyler: for the people that are probably the top 10 to 20% of your customers, we provide a portal that then allows you to truly lean in and be confident in the experiences that you’re providing that it will connect with them.

Um, and it’s not gonna be part of that like rushing flow. And again, like it’s, no, it’s not anyone’s. This is just how these companies have learned to monetize, collect more data on us. It became more profitable for them to take away the relationship building aspect of their platforms and turn it more into more of a kind of like live TV entertainment platform that they can then post ads to.

And so, that was a long version of it, but long story short. I think that people are trying really hard to do it, especially the people that really believe in it. Um, and I just think they don’t have everything at their disposal to do it necessarily. And again, not anybody’s fault, um, but you do see it.

Brooke Sellas | @brookesellas: Yeah, a hundred percent. When you look at these brands, you know the brands that you work with, whether they’re doing. You know, $5 or $50 million in revenue. What do you think the most common blind spot is on how they think about CX and customer experience?

Tyler: Yeah, the number one blind spot for me is, uh, the focus on transactional.

Brooke Sellas | @brookesellas: Hmm.

Tyler: I understand why. I’ve been in big companies before. I worked in management consulting where I was like helping businesses with their business processes and what drives revenue, all of those things, and. I think every like 90% of what they put in place for customer experience is all to drive back, to push someone to a transactional sale.

And that’s not necessarily how you build that brand affinity and loyalty at an emotional level Now. There are studies, and I love to quote this one, uh, in the consumer space in particular, emotionally connected customers spend two and a half times more than just your average customer. And so it’s not always a direct ROI to build that emotional relationship, but.

There are so many benefits that come out of it. And so that’s kind of the mistake I see when we think about cx. It’s more of like, keep the customer happy, make sure they’re not pissed, make sure that, you know, uh, they’ll be happy to go back and do another transaction. Um, but think that there’s a piece missing where it’s like, well, what happens after the transaction?

How do I connect with them as a person outside of just the little sliver of what I’m doing? What, what they’re doing in their day, like the half hour they spend with me in a week or something like that. And how can we kind of extend that relationship and keep me frontal frontal lobe whenever they’re out with their friends talking about things.

Word of mouth. Right.

Brooke Sellas | @brookesellas: Yeah.

Tyler: I think we’ve really under indexed on that because, uh, our digital marketing environment has been so good at targeting people for so long that you didn’t really have to keep the relationship going until someone was ready to buy. You could

Brooke Sellas | @brookesellas: Yes.

Tyler: an ad

Brooke Sellas | @brookesellas: It’s just acquisition. The hamster wheel. Yeah. Yeah.

Tyler: and, and that stuff’s breaking down. I’m happy to talk about that more later in the pod if it comes up. But

Brooke Sellas | @brookesellas: Yeah.

Tyler: is like this CAC is going up in a big way. Everyone’s figured out the game. When everyone figures out the game, it gets expensive and competitive and you need to differentiate.

And I think experience is a differentiator in today’s market today.

Brooke Sellas | @brookesellas: Uh, a thousand percent. Um, but let’s, let’s back up and go into like the tooling and the patchwork, what I call the patchwork problem, right? So we’ve got. All of us do this, right? Every brand Stacks, tools, we’ve got our email platform. We’ve got maybe SMS, we’ve got Shopify running, we’ve got a perhaps a loyalty app, or we’re using Magnetic.

We’ve got social platforms. We’ve got paid platforms, right? But stacking tools. Isn’t the same as designing a journey for your customer.

Tyler: correct.

Brooke Sellas | @brookesellas: in the work that you do, where do you see the patchwork approach start to break?

Tyler: I think the, it starts to break when you want to start to do, I would say multimedia and multimodal experiences. Okay. So big words, SAT words, what does that mean? Um, I’ll give you an example of a product launch that someone did with us. So they had a new product coming out. They do a new drop every single quarter, and. They were doing the typical, like run it on Instagram, uh, do the email list, like tell people they were just like seeing less engagement, less excitement for various reasons, and they were like, Hey, like we have a strong core of customers. We want to be able to bring them in early, let them pay early access at a cheaper price, be able to get it before anyone else, and then truly get feedback from them. And then give them some presence and gifts along the way. Right. How would you run that normally? Well, you’d use email as that communication and then you kind of like fold links in there. You do like a type form or something like that to

Brooke Sellas | @brookesellas: Yeah.

Tyler: every single time you do that, you’re just adding another piece of data and spreadsheet that you have to tie together.

And what’s my unique identifier? And

Brooke Sellas | @brookesellas: Yes.

Tyler: to my consulting time and data world and all that stuff. Um, and so basically. Like what we do at Magnetic is these types of creative things that you can think about, where it’s like, I wanna bring them in, I wanna engage them, and I want to ask them a question.

Like it’s all about like, how do, how do you deliver value so they can bring value back to you?

Brooke Sellas | @brookesellas: Yeah.

Tyler: built the tooling and continue to build the tooling by request of our clients make it. So when you’re focused on creating that experience where that customer’s locked in, you can do it all in one place, not only for you. So you have the consolidate analytics, but for them, like it’s natively in there, they’re watching content natively in there. They’re doing polls natively. They’re uploading content for you. We have like two-way mechanisms. And

Brooke Sellas | @brookesellas: Yeah.

Tyler: to solicit all of that, you’re not sending them all the way around the internet, which by the way, is gonna create friction and have them drop off too, because. You know, not every single customer is gonna have the time in their day. Maybe they’re spending like five minutes in their break during lunch or something like that, and now they’re in this like, twisted journey of links and all of that stuff. So we just, we just bring it all together, simplify it, make it easier for you, make it easier for them.

Brooke Sellas | @brookesellas: Yeah. Well, I love it, but like, going back to the problem, do you think this is a data problem? Do you think it’s a behavioral problem? Do you think it’s a measurement problem, or do you think nobody, just not one person or one department owns the journey? So it becomes, you know, fragmented, like, I’m pushing you here and I know I am, but.

Tyler: Well you, you’re like hitting all my bullet points. What are you doing here? It’s like you’re reading my mind. Um. So here’s something that we’ve been hearing a lot lately and we work best for brands that have already established an audience in our building. An efe, I call it an ephemeral community.

Like, you know, it’s out there, it’s kind of this like mist that’s out there

Brooke Sellas | @brookesellas: Mm-hmm.

Tyler: traces of it whenever something happens on social or you get something going on email. But you can’t really solidify it and you can’t really harness it and feed it and then be able to learn from it. And so I think it’s a little bit all of the above. Um. It’s about taking control of that customer relationship back and then having the tools to let you know, what are my top customers into? It’s almost a Pareto principle. Like 20% of your customers are gonna drive 80% of your revenues, right? Um, and so and so, if you could just understand those 20 really, really well, bring them in, allow them to be part of that, of this building process, or make them feel like they’re part of something in the company.

Brooke Sellas | @brookesellas: Yeah.

Tyler: gonna experience. More attention, more growth, uh, word of mouth marketing, lower cac, like I, I could just list it off. I mean, these are things that are tried and true and proven. Um, it’s just, that’s kind of not what the zeitgeist has been for so long. So it really takes someone to kind of like get outta the sand and say like, what’s out here?

Right. Uh, how,

Brooke Sellas | @brookesellas: Yeah. Yeah. Going off of what you’ve been saying, one thing that we see a lot is brands confusing campaigns with experience. So there’s like this big launch and this big push and then silence and crickets and nothing. You talk about building experiential hubs instead of one off pushes,

Tyler: Yes.

Brooke Sellas | @brookesellas: but go into the why, like why does that matter?

Tyler: Um, so, and, and what you do is you take these experiences and you build an ecosystem.

Brooke Sellas | @brookesellas: Mm.

Tyler: every customer that you acquire, it’s not just running them through a funnel to transaction and then having to go to reacquire them with the tactics that we use. By the way, I’m not telling people not to do that.

You should still be doing that, right? Like, I’m not saying forget socials, forget email. You should just be doing this. Like, but this is a piece of the puzzle that you may not know that you’ve been

Brooke Sellas | @brookesellas: Mm-hmm.

Tyler: And um, I think coming back to that, um, it is. piece that is. Filling a gap in a way that bringing experience to the forefront of what you do now.

I, I had someone a while ago, um, I, I put up a post where I was just kind of lambasting, like, everyone’s obsessed with acquisition. It’s getting more expensive, it’s not as efficient anymore.

Brooke Sellas | @brookesellas: Thank you.

Tyler: and, and like put it in retention, right? And

Brooke Sellas | @brookesellas: Yes.

Tyler: of all the things, right? And I’m like, why is this like. And, and I was kind of like saying to the world like, am I a crazy person? Like, this feels obvious and it’s not a lot of cost spend, like maybe operationally you have to do something about it, but cost spend. Um, and someone went in the comments and they’re just like, Hey, listen, I. Like retention and looking inward to figure out why someone’s leaving is a lot more emotionally distressing and, and, um, anchoring thing for a business owner and a business because when you’re doing acquisition.

You’re doing a lot of testing. You’re like, let’s run this campaign. Let’s run this campaign. Let’s run this campaign. If something doesn’t work, it’s like, all right, that’s acceptable. Let’s just go to the next one and figure it out. Right? You can be a little bit impersonal with those campaigns, and

Brooke Sellas | @brookesellas: true.

Tyler: up another one from zero.

Brooke Sellas | @brookesellas: Yeah.

Tyler: at retention and your ecosystem, and why do I get people in and then they leave and they don’t come back and buy my product? Does my product suck? Does my experience suck? Is it something about me? Right? It becomes a

Brooke Sellas | @brookesellas: Or the team. Yes. Oh, what a great point of view. I love it. Yeah.

Tyler: that. it’s because here’s what we find. Whenever we go and we’re having conversations with a potential customer, it’s never our price that is an issue for people and we get them excited, but then they kind of, I see this wash over them and they’re like met with this like crippling fear of like. Well, how do I build this thing? Like what if people don’t like it?

Like I can see it in their eyes. Right? And, uh, I, I get it. And we at Magnetic are doing things internally to put things in place and provide services above and beyond just the platform to be able to walk people through that so we can get them, I call them, getting them over Mount Everest so you can get to Shangri, right?

Like

Brooke Sellas | @brookesellas: Yeah. Yeah.

Tyler: are. But that, that, that to me, I feel like is an unspoken thing. That, um, washes over people, and I’ve experienced it and, and heard it from people.

Brooke Sellas | @brookesellas: It is such a great assessment. I love it. Let’s flip the coin and talk about what happens when customer retention. What happens to customer retention when everything is time bound instead of relationship driven? I.

Tyler: Yeah. Well, you like, what we see, especially in the e-commerce space, is they run into a trap where it’s, people are buying. It’s almost like Pav ops dog. I give you discount. You buy,

Brooke Sellas | @brookesellas: Yeah.

Tyler: don’t come back and buy unless I give you

Brooke Sellas | @brookesellas: Another discount. That’s me for some brands, by the way. That’s literally me.

Tyler: like again, not your fault. That’s, that’s them training behavior, right? And so. And then once you get into that rut, it can be very, very difficult to pull yourself out of it because you have to retrain behavior. I’ll use an analogy back to when I like used to stream video games. So it’s like you get, usually in the streaming space, you get big on one game.

Brooke Sellas | @brookesellas: Yeah.

Tyler: because like you grow an audience based on the game that you played, um, anytime you try to stray off that game, your audience will be cut by like 75% basically because you haven’t yelled yet. Built that brand that people will just come watch you for you not the game. And I kind of use discounts in that same way, like. Yeah, I’m gonna buy from you because you’re cheaper than the other person and whatnot. But the second you try to like stray away from that, like the market’s gonna punish you essentially. So I’m not saying, again, everything in this podcast needs a disclaimer. I’m not saying don’t do these things. I am just trying to bring out, um, some of the, uh, flaws in these strategies that I think. Customer experience and building an ecosystem creates more of a moat that allows you to then use these strategies more effectively and, um, less expensively,

Brooke Sellas | @brookesellas: Yeah.

Tyler: would be the way I put it.

Brooke Sellas | @brookesellas: Yeah, we should just call the title of this podcast. Don’t Do it. The Tyler Edition.

Tyler: it.

Brooke Sellas | @brookesellas: No, I’m just kidding. Um, let’s dig into behavior though, because I really like where we’re going here.

Tyler: Hmm.

Brooke Sellas | @brookesellas: I think brands obsess over impressions and engagement rates, right? Marketing metrics as I call them. You know, when I’m talking about social care.

But behavior is totally different, right? Than the marketing metrics we’re used to measuring what. Does it change when you can actually see how someone moves through an experience?

Tyler: Yeah. Well, I think this is also the genesis of this podcast, which was I just jumped in one of your posts and I commented, we’re all obsessed with what happened, but we have no idea why it happened. Right.

Brooke Sellas | @brookesellas: The behavioral piece? Yeah.

Tyler: Vanity metrics, is that right? And you can, and then we have a cottage industry of people creating layers and layers on tops of the what To tell you what, why, right When For me, at the end of the day, it’s, you gotta get to the end person who their brain thought that thought. And figure out why they did it. Right. And that’s where a two-way conversation needs to occur. And you know very well from social care, like that’s where all of the gems come from. You are probably out there sifting for gold and finding absolute nuggets from just having that conversation. And it’s nothing that you could have ever gotten from any metrics that you had on a dashboard.

Right? And so that that’s really. like what we aim to do is we aim to map every single touch, but it’s not just like, watch this content, claim this thing, do this thing. We give you tools to also fold in little areas where they can raise their hand and provide an opinion or provide something meaningful.

Right? You can incentivize it. It’s, it’s whatever you want to do, but like we feel very strongly that. You need to start understanding kind of what the, the community health score is

Brooke Sellas | @brookesellas: Yeah, I.

Tyler: Um, and that will tell you more about how you should move your product, your business, your marketing, your message than, um, some of the existing, um, strategies that are out there right now.

Brooke Sellas | @brookesellas: Let me ask you this. If one of your clients, we could, we can say any brand, right? But I’ll make it more specific for you. If one of your clients can’t connect. Connect their actions to an outcome. Do you feel like it’s because they’re just guessing, like they don’t actually have a plan? Like, why does that happen?

Right. We, we invest in the experience, but then we can’t connect, you know, an outcome to the, to the initiative or to the actions that we’re putting forth. Why does that happen?

Tyler: So like, we are not a panacea. You don’t automatically come on magnetic and all of a sudden like magical things happen. Um, it’s kind of like an email automation platform. It’s like you don’t sign up for an email automation platform and all of a sudden you’ve got this great like, uh, people buying and all of that stuff.

Brooke Sellas | @brookesellas: Right.

Tyler: need to understand at the core drives a journey and an experience. What is that emotional journey that you want to take someone on? And so I’ll give an example. We had a coffee company. does, I think we’ve talked about it before. A their whole thing is they work with artists and creators

Brooke Sellas | @brookesellas: Yeah.

Tyler: they, uh, the artists and the creators like provide the artwork and the story and everything for each s skew, right?

And then they bring it forward and they go to market together, and the artists get a cut and it’s like supporting, you know, that, that. Um, craft, and then on top of it, they’re selling coffee. Now here’s something really interesting, and we did advise ’em to do it and they didn’t do it, and it was a missed opportunity. You’ve got people that are coming in for probably one of two reasons, because they’re a premium coffee company with like very specific flavors, and like you’ve got people that are like very religious about their coffee and love to sit there and be like a coffee sommelier and all that. And then you’ve got the people who either follow the creator or the artist or just love the aesthetic of these things and they come in that way.

Right? And there could be other reasons for it as well, but you have the opportunity on the platform to literally ask someone when they come into the program like. did you like about this coffee?

Brooke Sellas | @brookesellas: Yes.

Tyler: it the flavor profile or was it the artist? And it’s something as simple as that, where even if you’re getting a 20 to 25% engagement rate on that, it can tell you enough of a signal where you need to understand. And our experiences are evergreen, right? So if you’re getting stuff from a survey within the first week and they’re like, I’m here for the artist, boom. Go to the artist and ask them for some more content and throw that into the experience, right? Give the people more of what they want. And so my response to it would be, it’s not just having the tools to be able to build the experience.

It’s about being thoughtful on the perspective journey that you want someone to do. And kind of like social, you do have to do some testing with this stuff, and

Brooke Sellas | @brookesellas: Yeah, yeah, totally. What, what I hear you saying is it’s, it’s, it’s, it’s still the why if we, you can’t connect the action to the outcome. It’s because they didn’t have the why or they didn’t find the why.

Tyler: Yeah.

Brooke Sellas | @brookesellas: yeah. Um, anyways, so you also use incentives. I know your, your clients, um, within the tool use incentives.

So you have like unlockables and gated access and rewards. When does that build or deepen loyalty and when does it cheapen it? Because I know it sometimes it can cheapen it, right? Like if we gate something that we shouldn’t have, that kind of thing.

Tyler: yes. We, we have these kinds of discussions internally all the time when we were thoughtfully building these tools. Um, you don’t want to go too far into the realm of like, we are in an incentives rewards program, or it’s just a bounty board. Because when you become a bounty board, people do tend

Brooke Sellas | @brookesellas: A Pty Bird,

Tyler: um, tend to just come in.

They, they know they’re gonna be able to get something and they’re taking action on something. But that underlying incentive isn’t aligned with their true thought or their true why or their true affinity, right?

Brooke Sellas | @brookesellas: uh.

Tyler: so there is a platform out there, multiple platforms out there where brands are literally just like, Hey, go to the supermarket, take a picture in front of, you know, the, the thing that, the stand that we have up, the end cap that we have up, and we’ll pay you like 20 bucks or something like that.

And like, that’s great, you’re getting UGC, but is it like someone who’s really a super fan of the brand that’s like, I’m excited and I want to contribute like. We both know the answer to that, right? And maybe, maybe some brands don’t care, they just want the content so they can show it off and create the, the allure and everything like that.

But like the people that you have going in there, they’re like, Ooh, I could side hustle. I could do this, I could do that. And so I think that rewards become something that are a, you can’t overuse it. ’cause if you overuse it, you dilute it. It’s kind of like discounts. If you overuse it, it dilutes its value.

But if

Brooke Sellas | @brookesellas: Yeah.

Tyler: a more pinpoint way, it’s like, Hey, we’re doing this launch. I really want to know what people think. Alright, let’s roll out an incentive for it. Right? Everything else is kind of like may, maybe like all the other surveys or polls or uploads or whatever you’re requesting. 80% of them are like, Hey, in, in the goodwill of what you want to do, like, come and do this for us.

Like we love you. Right? Whereas like, oh, no, like we really wanna lock in on this thing. Like let’s leverage this tool so that way we can do it. Right. But again, if you’re, if you’re training people that you’re always gonna reward them for

Brooke Sellas | @brookesellas: Hmm.

Tyler: then they’re just gonna come in a transactional way. And then again, we’re getting back to transactional.

We’re getting away from emotional, which is the entire goal of building these journeys.

Brooke Sellas | @brookesellas: So I have a follow up question, which I, I’m a thousand percent, well, I’m like 999% sure. I know how you’re gonna answer, but I have to ask it for everybody listening or watching. Do you think that brands sometimes train customers to expect those bribes instead of value?

Tyler: Uh, 1000%. And

Brooke Sellas | @brookesellas: I was right. Yeah.

Tyler: not, I’m not here to hate on it either, because there have literally been companies that have grown into unicorns doing that. Like

Brooke Sellas | @brookesellas: Bri with bribes or discounts. Yeah.

Tyler: But, if everybody does it, then nobody stands

Brooke Sellas | @brookesellas: Thank

Tyler: If you are the

Brooke Sellas | @brookesellas: you.

Tyler: on the market that does it

Brooke Sellas | @brookesellas: Thank you.

Tyler: keep going.

I’m not gonna tell you to stop doing that because I feel like the right thing to do is create an emotional connection with your customer.

Brooke Sellas | @brookesellas: Mm-hmm.

Tyler: the reason that there is demand for what we’re doing right now is because all of those tactics that work for a small period of time, ’cause a small subset, we’re doing it, they all become best practices and when they all become best practices, you no longer stand out and differentiate.

And it, and it’s a, and it’s a race to the bottom. So that’s that. Like I, I wanna put some nuance on that because again, like. I’m, I try to be thoughtful and like something works for a reason, right? Like there, I’m, I’m not gonna sit here and be like, I know better. That was a fluke or anything like that. But we have to also recognize kind of like where the world’s going, why things are happening.

There’s that why again, and then understand like how we can react to it. And for me, if you create emotional connection with the customer. Um, there’s a really great book I read that inspired me on a lot of this stuff called Belonging to the Brand by Mark

Brooke Sellas | @brookesellas: Mm-hmm.

Tyler: coins this term called emotional switching costs and emotional switching costs the four Ps. Like, it, it doesn’t matter if you really love that brand because of, oh, they send me this little thing with the package every single time and I think it’s so cute and if I get the other one, I’m not gonna get that same feeling it whatever it is that anchors you from an emotional standpoint, their story, their message. Uh, that’s more powerful than anything. Right? And so,

Brooke Sellas | @brookesellas: Yeah. Yeah.

Tyler: we always tell people, what’s your shared identity? And how do we lock that in with that customer and build experience around it?

Brooke Sellas | @brookesellas: Love it. All right. If a $10 million E-commerce brand came to you tomorrow and said, our CX feels messy, where would you tell them to start? I.

Tyler: Um. I would actually come back to the very first question I ask in most calls, and I’m like, what is the shared identity that you have with your customer? And if you can answer that question, which not everybody can, but you do enough digging and thinking and looking, and you do find that, but I always like to use that as a North Star and then look back on everything that you’re doing from your cx.

And it’s like, how is that adhering to that North Star shared identity? Right? And you can deconstruct it from there. And then that’s when we start to build from there. Um, because most of the time with your cx, someone has already bought your product, so you’ve attracted them in, you’ve done a good job of getting them in, providing them an offer, convincing them that they will get value from your product. Whether or not they do, that’s something at product, we can’t control that necessarily, but we can control what happens when they’re in the room, right? Or they’ve entered the room after they’ve entered the room, and I think. Brand is constructed to me, and this is just my definition, so people can come at me if they want, but like three things, it’s aesthetic, it’s a messaging and it’s experience. And I think for 20 years we’ve really, really optimized aesthetic and messaging

Brooke Sellas | @brookesellas: A thousand percent.

Tyler: we have not had to, we’ve not been forced to worry about experience and I think. It’s like what happens once you get in that room that separates most companies? And I could list off like a million examples of people that have done it right. But, um, I don’t just want to like, hold up shining stars. I want everyone to be,

Brooke Sellas | @brookesellas: Yeah,

Tyler: uh, pulling this as, as something that you need to be thinking about, um, as you grow.

Brooke Sellas | @brookesellas: I mean, but even if you look at like the big research firms, so like Forrester, um, Gartner, right? All of them, every single one of them has. Tons of data, tons of reporting around the companies who do put, you know, customer, um, experience at the forefront of everything they do. And typically they’re, I think, forget what the, forget what the exact number is, but I wanna say it’s like somewhere between three and four times more in revenue than their, than their competitors who don’t put a focus on experience.

So it’s like, we have the facts, we have the data. Why aren’t we doing it?

Tyler: Um, there is a monetary cost of things, and then there’s an operational cost of things, operational costs are sometimes rolling up your sleeves, doing a little elbow grease and getting into it and building these systems. And doing some testing. I mean like, listen, if you are an established business and you found a product market fit and you figured out acquisition like naturally in a business acquisition is always the first thing you need to figure out

Brooke Sellas | @brookesellas: Sure.

Tyler: doesn’t

Brooke Sellas | @brookesellas: Sure.

Tyler: you have no customers.

So you

Brooke Sellas | @brookesellas: Right.

Tyler: hard work to find product market fit in your acquisition, in your messaging and your branding, right? And you’ve finally gotten there and now you’re just starting to exploit it and make money and start to grow. now we come and we tell you, cool. Now you gotta kind of start over and do that process for your experience as well, right? And that can be jarring. That can be like, oh man, like I

Brooke Sellas | @brookesellas: It’s not easy. Yeah. It’s, it’s nuanced. Yeah.

Tyler: I just keep turning this crank? Well, if you keep turning the crank, you will eventually burn out that entire audience, right?

Brooke Sellas | @brookesellas: Mm-hmm.

Tyler: unless you pivot fast, like you’re gonna need something else to keep them around.

So instead of burning out the entire audience. If you do take some of that time and invest that time and effort and operational lift to build that experience around the brand so that they’re just coming back without you even have to touch and worry about it frees you up so much. Not only do you have to do you not have to worry about reacquiring that customer, all your metrics look better. You’re collecting more money on a per. Like unit basis, right? And now you actually have something that you can invest to spend, to look to see what the next thing is. And so it, it all compounds. And again, like you and I we’re so deep in it, it’s completely obvious to us. But we also have to recognize, uh, that journey.

And that’s what I’ve learned the most out of building this company is it’s not as simple as like, the obvious thing is the obvious thing.

Brooke Sellas | @brookesellas: Right.

Tyler: complex building a business.

Brooke Sellas | @brookesellas: Yes.

Tyler: you understand that. Um, and so you have to be able to balance and be able to present it and provide the support in such a way that enables them.

’cause in their heart of hearts, most people know it, right? But it’s like anything you have to ruthlessly prioritize. And so, um, and it’s just not something that’s been a pri a priority for, again, like the last 20 years. So

Brooke Sellas | @brookesellas: Yeah.

Tyler: take a shift, but I, I think you feel what? I feel it, it’s, it’s happening right

Brooke Sellas | @brookesellas: Oh, it’s happening. It’s happening. Yeah, finally. It’s been a while, but finally, um,

Tyler: it’s like Rose and Titanic, right? It’s

Brooke Sellas | @brookesellas: yeah,

Tyler: years. Like something like

Brooke Sellas | @brookesellas: it’s so true. Oh my gosh. This is the perfect gift for this scenario.

Tyler: my God.

Brooke Sellas | @brookesellas: so before we wrap up, I want you to tell everybody who’s watching your listening, where do you hang out online? How can they find you? And also how can they find out about your company and all the cool things that you’re doing there?

Tyler: Yeah. Yeah. So you can check me out. Uh, Tyler Stambaugh on LinkedIn. I’m co-founder of Magnetic with a Q, so if you see any other Tyler Sta balls, I know they’re working out there. Uh, that’s not me. Um, our, our website is www.magnetic.xyz. Um, linked. There is a. Um, it’s a interactive demo where, where we just like created a program where you could come in and like check out how, as one of your customers you’d interact with the different tools that we have. Um, always happy to have a conversation. I have transformed in the last four years into a big, uh, retention and lifecycle nerd, basically. Um, you’ve only scratched the surface of what you’ve heard in the first 30 minutes of this podcast. Um, but that’s, that’s largely where you can find us. Um, I do wanna say one more thing. running a, um, what we’re calling founding 15, like concierge offer right now, um, for this quarter where we basically work directly with you, um, as a brand. And we do everything from, um, creating the program, doing strategy, understanding that journey, building everything that comes into that, including executing on the platform and then bringing new metrics back in a way that’s digestible.

Um, so that you don’t have to do that operational lift to learn a new platform and understand how it works and everything like that. So, um,

Brooke Sellas | @brookesellas: Very

Tyler: new that we rolled out this month and it’s getting very positive, uh, feedback. So we’re

Brooke Sellas | @brookesellas: Oh, I bet. Just do it for me. It’s the do it for me button. I love it. I also got to take a test drive of the tool, y’all. So I encourage you to at least go check out, um, the website and if you’re interested, do it the launch because have Tyler set it up for you versus having to set it up yourself. Sounds like the way to go.

Um, we’ll, yeah. We’ll also put all of the. The website and everything that Tyler mentioned. I’m pointing down if you’re watching this because I’m, I’m pointing down on the YouTube video where you’re watching. This will be in the YouTube sh show notes. If you go onto YouTube, if you’re listening to this on your favorite podcast platform of choice, check out the YouTube channel and the links will all be underneath Tyler’s episode.

Um, Tyler.

Tyler: like, and subscribe

Brooke Sellas | @brookesellas: like, and subscribe.

Tyler: forget that.

Brooke Sellas | @brookesellas: I won’t, I’m, this is about you, not me. Um, this was just such a grounded way to kick off our series this month for March, which is CX Under Pressure. It’s under pressure because we know that people, meaning your consumers, your customers, they’re pushing for better cx. So, um, how do we meet this, these pressures?

Tyler’s our first guest kicking off how the why is so important today was all about building these journeys that don’t break where you’re not doing. I love the whole pla Pavlov’s example. You’re not just training people to shop for the discounts. Hi. Literally I can. I’m not gonna call the brand out by name here, but I can think of one where literally I do this.

Every time they have a discount. That’s what I buy. So don’t train your customers to do that. Next week, we will be shifting from systems to reputation and what happens when listening fails because yes, infrastructure matters, but visibility changes the stakes. Until next time, everybody think conversation, not campaign.

The recording button just like totally went away and I’m realizing I can like, oh, here we go. Stop. Oh, they.