Rich Dorfman on the Customer Chair and the Power of Storytelling

Influencing decisions in the C-suite takes both data and emotion. Stories carry the emotion.

Rich Dorfman, the CX leader at one of the largest Boston-based banks, shared how he used storytelling to influence key decision-makers. There's nothing like hearing from someone who learned these lessons in real life.

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Originally aired April 27, 2023 as Episode 30 of The Trusted Guide Podcast (then The Delighted Customers Podcast).

What we cover

• The Customer Chair: how Rich borrowed an idea from Clint Eastwood to influence senior leaders

• The "axle-breaking moment" and the power of knowing your audience

• Building relationships with key stakeholders

• Partnering with stakeholders to create allies

Put the customer in the room

An empty chair can be a powerful reminder of who isn't at the table. Rich's story shows how a simple, visual idea can change the conversation among senior leaders.

About the guest

At the time of this episode, Rich Dorfman, MBA, was Vice President of Customer Experience at Eastern Bank, where he had led the bank's customer experience work for more than nine years.

If this conversation was useful, you'll find more like it in The Trusted Guide Newsletter: practical insights on trust, influence, and leading change.