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In this episode of the What If, So What podcast, Jim Hertzfeld speaks with Todd Unger, Chief Experience Officer of the American Medical Association and author of "The 10-Second Customer Journey."

The conversation uncovered valuable insights on customer experience (CX) and its impact on business growth. Unger emphasized the importance of adapting to the rapid pace of customer decision-making in today's digital landscape and highlighted the need for organizations to unify their approach to customer experience, breaking down silos between product, marketing, commerce, and service departments. They discussed how small changes can lead to significant conversion rate increases, and that measurement is a critical aspect of CX strategy.

Unger introduced the concept of a "customer friction index" and discussed the use of automated tools to identify pain points in real-time, such as detecting "rage clicks" on websites. The two also discussed alignment between marketing and CX initiatives, with a focus on growth while maintaining the operational capability to address day-to-day customer issues.

The conversation underscored that effective CX is not just about high-level strategy but requires rolling up sleeves and tackling concrete problems that impact customer satisfaction and, ultimately, business growth.