Megan Burns on Activating Employees to Deliver Consistently Good, Strategically Amazing Experiences
Scale creates problems that empathy alone can't solve.
Megan Burns spent more than 10 years at Forrester Research studying how brands deliver great experiences at scale. She joined me to explore why so many companies miss the target, and what leaders need to solve.
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Originally aired July 8, 2023 as Episode 41 of The Trusted Guide Podcast (then The Delighted Customers Podcast).
What we cover
The biggest challenge in delivering an outstanding experience today
Why leaders should think of themselves as being in the experience delivery business
The shift from "pay attention" to "believe" to "care"
Why getting key stakeholders to care isn't enough
The activation challenge, and why it's critical to loyalty
Why making the business case isn't the whole story
Caring isn't the finish line
Getting leaders to care is a milestone, not the destination. Megan explains why activation, turning that care into consistent action, is where most organizations get stuck.
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About the guest
Megan Burns spent more than a decade as vice president and principal analyst at Forrester Research, where she developed the six disciplines customer experience maturity model. Her research now focuses on trust.
If this conversation was useful, you'll find more like it in The Trusted Guide Newsletter: practical insights on trust, influence, and leading change.
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