The Experience Edge: The 10-second customer journey

In the latest episode of The Experience Edge, Jochem van der Veer welcomes Todd Unger, Chief Experience Officer at the American Medical Association (AMA), for a compelling discussion on using customer experience (CX) as a strategic driver of growth. Todd shares lessons from his transformative journey at AMA and highlights actionable insights from his book, The 10-Second Customer Journey. Below, we break down the episode’s key sections and insights.

1. Starting with Growth as the Goal

Growth begins with aligning CX efforts to measurable business outcomes. Todd describes how his mission at AMA was to reverse declining membership trends in a 175-year-old organization. By focusing on the digital experience as the primary touchpoint for its 300,000 members, Todd set the stage for sustained growth. He highlights the importance of defining clear goals and addressing internal silos to create a unified growth engine.

2. Eliminating Silos to Create a Seamless Experience

Unify marketing, product, commerce, and service for CX success. Todd emphasizes the power of integrating traditionally siloed functions. He shares a vivid example of reducing the AMA’s email marketing process from 47 days to 8 days, demonstrating how breaking silos leads to operational efficiency and improved outcomes. “Look inside your organization first,” he advises, “before looking for external solutions.”

3. Building a Compelling Brand Proposition

Simplify your message for clarity and impact. Todd recounts how AMA created its brand promise: “The physician’s powerful ally in patient care.” With one headline and a few supporting bullet points, the organization clarified its purpose and aligned its offerings. This North Star became the foundation for all campaigns, proving that clear messaging resonates with customers and drives action.

4. Establishing a Test-and-Learn Culture

Foster a mindset of experimentation and adaptability. Todd explains how embracing a culture of experimentation unlocked growth opportunities, from improving email templates to identifying broken links in the customer journey. By testing and iterating, AMA was able to uncover hidden barriers and continuously optimize its processes.

5. Eliminating Friction Across Touchpoints

Key Point: Address small roadblocks to unlock big gains. Todd’s team focused on friction hunting, identifying and solving pain points across the customer journey. From fixing login issues to ensuring seamless checkout processes, AMA’s attention to detail transformed customer interactions. “Removing friction is an everyday CX task,” Todd says, underscoring its impact on retention and satisfaction.

6. Adapting in Crisis: Lessons from the Pandemic

Strong CX strategies stand the test of time. During the pandemic, AMA didn’t change its core brand strategy but adjusted its focus to meet the moment. Todd shares how the organization addressed physicians’ immediate needs while maintaining alignment with its long-term vision, proving the resilience of a well-thought-out CX approach.

This episode is a must-listen for CX professionals, marketers, and business leaders looking to integrate CX with growth strategies. Todd’s practical advice and real-world examples demonstrate how organizations can turn customer experience into a powerful competitive advantage.

Listen to the full episode now.

Spotify | YouTube