About the Episode
In this episode, Jeremy has a conversation with one of the most well-known and successful customer experience and marketing experts in the world, Jay Baer. They discuss why time and speed have become critical components of a positive customer experience. Jay also shares his thoughts on the state of content marketing, effective storytelling, personalization, higher ed’s love of email, what he would do if he were running an admissions department, and why you have to budget for failure. It’s a conversation that’s filled with actionable insights, including:
Key Takeaways
- Responsiveness Equals Respect: Customers and students alike interpret fast responses as care and respect, making speed a competitive advantage.
- Personalization is Non-Negotiable: Generic messaging is no longer effective. Tailoring communication to specific audiences builds trust and engagement.
- Higher Ed’s Email Problem: Students dislike long, impersonal emails; institutions must explore alternative channels like SMS and social media DMs.
- The Power of Storytelling: Emotionally resonant stories drive engagement. Unique, outside-the-box narratives set brands apart in a world dominated by AI content creation.
- Embrace Change and Failure: Innovation requires iterative testing. Leaders must foster a culture where calculated risks are encouraged.
Episode Summary: Key Questions and Answers
Why is speed critical in marketing and customer service?
Jay argues that speed has become a vital component of customer experience. Fast responses demonstrate respect for a person’s time, which is universally valued more than ever. Data from Jay’s research shows two-thirds of consumers rank speed as equally important as price. In higher ed, being responsive in communications—whether to students or parents—can significantly impact trust and decision-making.
What makes personalization so crucial in higher ed marketing?
In Jay’s view, personalization transforms generic communication into relevant, value-driven interactions. Segmentation allows institutions to address the specific concerns of prospective students and parents. For example, creating multiple versions of emails tailored to interests or demographic factors can make messaging more effective. However, many marketers fail to follow through due to perceived complexity—a challenge solvable through AI and better processes.
What are Gen Z’s communication preferences?
Jay highlights that Gen Z dislikes email, often perceiving it as a chore. Instead, this generation responds better to text messages, social media DMs, and platforms like Slack and Discord. Higher ed institutions must meet students where they are and offer them the choice of communication channels early in the relationship.
How can higher ed improve storytelling in marketing?
Effective storytelling transcends transactional messaging. Jay advises institutions to focus on unique, emotionally resonant narratives, such as local campus experiences or community engagement. A great example he shared is from the University of Louisville’s albino squirrel campus tours, which became a memorable, differentiating story.
What role does failure play in innovation?
Jay emphasizes that marketing success requires a willingness to fail and learn. Institutions should set aside a “failure budget,” ensuring that innovation and experimentation are part of their strategy. Leaders must create an environment where risks are celebrated as necessary steps toward growth.
Baer is a customer experience and digital marketing pioneer, expert, advisor, researcher, and analyst. He has spent nearly 30 years helping the world's most iconic brands gain and keep more customers. A 7th-generation entrepreneur, Jay has written six best-selling books, and founded five, multi-million dollar companies.
Jay is an inductee into the halls of fame for professional speaking and word of mouth marketing, and the creator of multiple award-winning podcasts. He is also one of just two people in the world listed as one of the top 30 "Global Gurus" in two different knowledge categories (customer service and internet marketing). Jay loves growing businesses, delivering presentations that audiences love, and plaid suits. He’s also a licensed tequila sommelier and a certified BBQ judge.
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