“The reality is, you’re in the last 1/10 of a mile in the marathon — and that’s where all the money is made.” – Luke Williams 

Welcome to OneTAKE Live! In this episode, host Ian Barkin speaks with Luke Williams, the senior vice president and distinguished principal of the XM Institute at Qualtrics, about what it takes to deliver experiences that rise above the fold and keep customers coming back. 

Have you ever stopped to wonder what makes your customers loyal to your brand over your competitors’? Is it your product? The price? Or is it something else entirely? 

According to Luke Williams, it’s a little bit of all of the above — but you should never underestimate the power of intentionally considering customer experience (CX) as a crucial part of the product suite or services you offer. While good service might not have a price tag or visibly add to your bottom line, it is how your company builds long-term loyalty. “When the product is highly fungible, the service becomes the differentiation,” Luke explains, highlighting how even the small differences between brands can mean a leg up over the competition. “The person picking up the phone is the product — they’re the problem solver.” 

In addition to Luke’s work creating next-level experiences with Qualtrics, he is also a New York Times and USA Today bestselling author for his book The Wallet Allocation Rule, and a BookScan bestseller for his co-authored book Why Loyalty Matters. Beyond his successful books, Luke also writes periodically for several academic and trade publications, including the Harvard Business Review.  

Join us as we find out what it takes to create helpful, memorable experiences for customers that can set your company apart on OneTAKE Live! 

Episode Resources

SYKES 

Jobs.SYKES.com 

SYKES Quarterly 

Qualtrics 

The Wallet Allocation Rule: Winning the Battle for Share (Amazon) 

Why Loyalty Matters