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Creating a Culture of Member Obsession

Understanding Your Customers Using Quantitative and Qualitative Data

Shep Hyken interviews Lesley Mottla, Chief Product & Experience Officer at ButcherBox, a subscription business that delivers meat and seafood to its members. She shares how to get teams across your organization to buy into a culture of member and customer obsession.

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Top Takeaways:

  • Customer experience is crucial in a membership business model. The focus is on renewal. You want to maintain the relationship to keep your customers.
  • To be a member (customer) obsessed, you have to have a deep understanding of the customer and their experience.
  • Invest in listening to your customers. Collect feedback at each point of their journey. Ask them how they perceive your products and services.
  • Use good data and feedback to create a more positive experience. You can rely on more than one source of information to get the right feedback. Learn about your customers’ experiences through feedback, Net Promoter Score, member satisfaction score, diary study, and more.
  • Understand the different segments of customers that are doing business with you. Know what they want and what they are expecting from you. Use this information to create personalized experiences that will help them get the best outcomes when using your products.
  • Tell your customers’ stories. Paint a picture of what your customers experience and regularly share it with everyone in the company. It is important that everyone in the company, from the CEO to the frontline, buy in to a culture of customer obsession.
  • Plus, Lesley shares how you can get the CFO to invest in customer obsession. Tune in!


“The way we show how member obsessed we are is by using a combination of quantitative and qualitative data to figure out where the opportunities are to improve our customers’ overall experience.”

“Get your customers excited to become your customers. Give them incentives to tell you what they love about their experience, what needs to be improved, and what they want to see in the future.”

“There are two things that are really important to customer experience. First is listening, because that’s where you learn what’s working. The second one is thanking your customers, never letting them forget how much you appreciate them.”

“As long as you are transparent with your customers and respond in very human ways, customers will feel good about you even when they are experiencing delays and other issues.”


Lesley Mottla is the Chief Product & Experience Officer at ButcherBox. She is a speaker, coach, and board advisor who is passionate about understanding consumer behavior using data and technology.

Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and host of Amazing Business Radio.

This episode of Amazing Business Radio with Shep Hyken answers the following questions and more:

  1. What is customer obsession (member obsession)?
  2. How can organizations be customer obsessed?
  3. Why is customer obsession important in today’s world?
  4. How do you scale customer support to meet customer expectations?
  5. How do you get the C-suite to invest in customer experience?

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