Measure Customer Experience

How to Measure Customer Experience

In this episode of Startup Hustle, Andrew Morgans and John DiPippo, Owner and President of LoyaltyLoop LLC, talk about how to measure customer experience.

Covered in this episode

What do you need to know about your target customer? How do you measure customer experience? These are just some of the questions that our guest, John DiPippo, will answer in this episode.

Find out what Andrew Morgans and John DiPippo have to say about their entrepreneurship journey and how they’re dedicated to creating and measuring valuable customer experiences in and for their businesses.

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Audio Notes

  • John’s entrepreneurship journey (01:40)
  • The state of the market and how John navigated his way around creating his first startup (05:01)
  • How unexpected circumstances affect businesses (10:08)
  • How to become prepared (14:53)
  • The kind of business you are building (15:40)
  • Your responsibility to your customer (17:25)
  • What to do when you are faced with challenges (19:21)
  • How you learn is important (21:36)
  • What’s next for LoyaltyLoop (25:23)
  • Embracing feedback and learning from it (30:02)
  • Opportunities in the video space (32:46)
  • Having the right mindset when getting feedback (34:53)
  • One of the basic steps you need to take when you have a business (37:26)
  • The value of creating the “WOW’ experience for your customers at a franchisee level (39:25)
  • The Golden Rule (41:55)
Startup Podcast for Entrepreneurs

Key Quotes

If you’re stepping into a business that had gone through all the pains that we know businesses go through and you’re able to benefit from that effort.

John DiPippo

It’s one of those incredible lessons that you learn from doing startups that you’re not going to have a home run every single time.

John DiPippo

You can choose where you work even if you are working in 9 to 5 to put you in a position to be at a place where they’ll allow you to grow.

Andrew Morgans
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Rough Transcript

The following is an auto-generated text transcript of this episode.

00:00.96

Andrew Morgans

What’s up hustlers welcome back. This is Andrew Morgans founder of Marknology here is today’s host of Startup Hustle covering all things e-commerce Amazon startups you name it today. We’re gonna be talking about how to measure customer experience before I introduce you to today’s guests love to give a shout-out to our sponsor that made this entire thing possible today’s episode of Startup Hustle is sponsored by Canva where you go to collaborate and create an amazing graphic design for free whether it’s a presentation to share an idea a video to launch your business or a social post to start a conversation. With Canva you can design anything discover the magic of visual communication and how Canva helps you create a lasting impact today visit http://canva.com to learn more must see if I get this name right? just because the spelling looks crazy John DiPippo welcome to the show.

00:48.56

John DiPippo

Okay, thanks a lot Andrew it’s I’m happy to be here and you set up perfectly. You nailed it.

00:52.32

Andrew Morgans

Got it and thank you. You could be surprised how in 1 minute you can just forget a pronunciation you see it again and you’re like oh my god so I always like to nail that. So. Thanks. Um, super excited to have you on the show. We’ve waited a long time to get you on here I know you said this is. Um, you know, not something you normally do so I’m super thankful to have you on the show and get your story today. In normal Startup Hustle fashion, I love just starting. You know, getting to know you getting to know kind of your origins like how you got into entrepreneurship.

01:11.30

John DiPippo

Yeah, sure.

01:23.29

Andrew Morgans

You know, ah you know your company loyalty loop I know that that’s not your first and it’s not the first you know the first thing that you started or been involved in so let’s go as far back as you want. Um, when did you first think about being an entrepreneur or even know what that was?

01:36.73

John DiPippo

Yeah, it’s a great question when I think about that I  think back to when I was a kid I was blessed by the fact that my grandfather actually had a business he had a car dealership and he was an entrepreneur back in the 30 s selling used cars when that was a big thing.

01:44.64

Andrew Morgans

Okay.

01:53.40

John DiPippo

And then eventually he became a Pontiac dealer for those of us who remember the brand Pontiac and so I grew up. Yeah perfect I had plenty of them because I grew up kind of on that car lot and being around that business I think that’s where I got my first passion for business and watching what my grandfather did and how he did it that sort of set the stage.

01:55.96

Andrew Morgans

I Do add a grand am.

02:12.76

John DiPippo

And that stuck with me. There were a lot of lessons that I learned from him just watching that business operate. Um, when I went to school so actually let me tell you that there was that point when he came to me when I was probably about 14 years old. He said hey John DiPippo do you want to be involved in the business. To this day I regret what I said because I probably want to be an astronaut or a doctor or whatever it was but I didn’t want to be involved in the car business and I said no and so at that point he sold to his partner and you know we kept being involved in the business but I never personally got into it after college you know I worked throughout college.

02:42.57

Andrew Morgans

Okay.

02:46.10

John DiPippo

But you know I think there’s something magical there about working in a family business and so I regret that decision but I went Yeah, it’s it’s.

02:49.85

Andrew Morgans

Do you I don’t know if you know but Marknology is a family business. So um, um, a lot of people don’t you know that’s not something I guess growing up that the people would recommend that you would hear like oh working with business family is amazing. Um, but I feel like what we have here is awesome and it’s incredible. So.

03:06.13

John DiPippo

Yeah, something special right? because if you’re stepping into a business that had gone through all the pains that we know businesses go through and you’re able to benefit from that effort. You know, standing on the shoulders of Giants basically right others have been able to do something with a business now to your turn. That’s an amazing thing most entrepreneurs don’t get that.

03:08.29

Andrew Morgans

I connected with that.

03:24.19

Andrew Morgans

A.

03:26.90

John DiPippo

Right? You’re really starting from scratch. Um, but that’s I think where the roots of my interest in business and entrepreneurship came from is from my grandfather but then it really got honed I guess when I came out of college I came out of school with a computer science degree.

03:31.14

Andrew Morgans

Okay.

03:40.90

Andrew Morgans

Okay, cool.

03:43.34

John DiPippo

And I went into computer science I’m an older guy, so I came out of college in 87 ah so you can do the math on that I’m in my fifty s, but when I came out of school ah, the computer industry was still very very young, the personal computer industry was really young and the reason I went into computer science.

03:46.43

Andrew Morgans

Okay.

04:00.83

John DiPippo

Is I wanted to have an understanding of the underlying technology of what’s involved in doing programming and technology because I had a hunch like everybody did at that time that this personal computer thing was going to be big and so I put myself in a position where I got it active out of school in a sales role and my goal was to find my way to an OEM.

04:10.98

Andrew Morgans

Yeah.

04:21.70

John DiPippo

Electronics Manufacture and I did I Yes sure. Yeah.

04:21.27

Andrew Morgans

Can we so can we can I ask a question right? there like so I’m a computer science major I’m now in eCommerce I don’t use that but I feel like it really helped me as far as like reverse engineering and thinking you know, problematic auditing and editing and you know program stuff like that. Um. There weren’t a lot of options even when I was in school when I started you know two thousand I won’t say as I got out I graduated high school in oh four. So I think I started college in o five ah 6 um, there still weren’t options there like it was security tech. Like programming very broad. You know, very broad strokes. You’re learning a little bit about everything. Um I happened to grow up on computers like really young, my dad was like ah we didn’t have a lot we were missionaries we did all kinds of stuff but my dad was super interested in computers and so he had 1 at home. You know, um.

04:56.28

John DiPippo

Yep.

05:09.37

John DiPippo

O o.

05:14.82

Andrew Morgans

What was like, I guess, when I’m saying whenever you got it out of school. What was a computer was there like at home computers at that time could people afford it.

05:19.53

John DiPippo

So the state. Yeah, the state of the market was people probably didn’t have the personal computer yet they had earlier computers like when I was a younger guy I remember you know early computers like the commodore 64 and you know those really early variations. But what happened when I was in school? Is the pc taking root and the entire um notion of open computing you know industry standard architectures back in the day and that gave birth to all the peripheral companies and it just caught on fire right? And as that market developed when I was first selling computers.

05:38.99

Andrew Morgans

Um, okay.

05:56.94

John DiPippo

The a t was just introduced and they were selling at I don’t know four or $5000 apiece so not everybody was buying them but in a very short amount of time as we all have now learned the price of computers dropped rapidly and became widely available to anybody. But the point is that I had a.

06:00.51

Andrew Morgans

Me.

06:15.68

John DiPippo

Ah, feeling that that was a good place to position myself for a career and so I got involved and then ah ironically there was this electronics manufacturer right in my backyard here in Rhode Island and and the company was still very young, but it was growing quickly.

06:23.85

Andrew Morgans

Okay.

06:31.58

John DiPippo

And it was an electronics manufacturer we were actually building electronics in Rhode Island during the 80 s which was unheard of and highly profitable. Ah, the company was called american power conversion or Apc and if you look under your desk or go into a closet someplace where you have technology gear.

06:42.31

Andrew Morgans

Okay. Power Supply I’ve seen it.

06:50.19

John DiPippo

Most likely you’re going to find 1 of our products in our brand apc and ah so I was very blessed by the fact that I was involved in that company early on they had just come off their ipo but they were like 20000000 in sales and so I cut my teeth there and it was a very entrepreneurial organization. We had a really great Ceo who had instilled entrepreneurial spirit all throughout the company and we just operated even as we became a billion-dollar company. We still operated largely like an entrepreneurial an entrepreneurial place. You know with that kind of thinking and mentality. Um, so it was a lot of fun. That’s where I cut my teeth and then eventually I went on did my own startups.

07:26.16

Andrew Morgans

So what did what did you do There were you in sales were you.

07:27.28

John DiPippo

Some that did well some that did not do well at Apc I had a lot of different roles I started off in a sales capacity ah sales role and then I started opening up new markets for the company looking at new areas to distribute our products biz dev stuff. Yeah, exactly.

07:40.77

Andrew Morgans

Biz Dev bidsev. Okay, so.

07:44.14

John DiPippo

Then I started opening up channels of distribution. So I took the company into what we called the Mass Consumer channels because in the early computer days. They were sold through dealers and distributors. But there was a point in time where the large box guys were coming back online large box companies like the best buys.

07:53.38

Andrew Morgans

1

08:03.47

John DiPippo

The Comp Usa’s that are no, you know places like that that became circuit City right? All those guys including catalog Now this is all pre-internet days right? So I opened up. Ah yeah, it’s good stuff.

08:04.26

Andrew Morgans

Like Circuit city.

08:10.23

Andrew Morgans

I Used to get the micro center like catalog with my dad we built them because we couldn’t afford it get it done. You know So we’d go through those catalogs and kind of like build out our ideal Pc you know? yeah.

08:22.64

John DiPippo

Yeah, totally nerdy stuff and I love it. Yeah I love that stuff and so yeah I ended up helping to open up those channels. We had to conceive new products to bring through those channels so we opened up big box. We opened up the the warehouse clubs we opened up the computer. Ah, large format computer places like the softwarehouse comp usa’s and then catalogs it was. It was a really interesting time and eventually I ended up getting promoted into the Vp of marketing overseeing our product and product development I was an office of the corporation for a while and then um in.

08:50.85

Andrew Morgans

Wow.

08:58.84

Andrew Morgans

Stop here.

08:58.89

John DiPippo

Then this thing happened called the internet and I remember vividly being in a leadership meeting where our Ceo at the time he pulled out an article from the wall street journal and read it to us because we were all amazed that a company was going to sell books online I think you could probably guess who that company is right.

09:12.90

Andrew Morgans

Um, and yes, let’s.

09:17.96

John DiPippo

And so it was really fascinating and that caught my attention and so I ended up getting involved in starting up I left the company and I started up a software company that was focused on building embedded systems to enable non-computer devices to access the internet today. It’s all commonplace right tablets and phones. Ah, and so we were building software like that that was one of my startups that I did that one unfortunately was not a success. Um, it was a first one and there was I tell this story because it’s a very painful one. But when you’re when at least when I’m looking at businesses. You always try to have a lot of different outs.

09:42.57

Andrew Morgans

That’s the first one.

09:53.20

Andrew Morgans

The.

09:54.19

John DiPippo

If you will right? So you have your trajectory you know the path you’re on but you always have backup paths and I had a number of backup paths with what our services were doing and what we were selling. The 1 thing I did not anticipate was nine eleven so when Nine eleven occurred it essentially shut down. The roadmap that I was operating on right? Every business was looking at deploying non-computer technologies at the time right? We’re talking about a point in time where you’re in the late 90 s early 2000 s right and we’re we’re selling to oems that are trying to figure out how to deploy noncomputers tablets.

10:23.37

Andrew Morgans

To that.

10:31.73

John DiPippo

Point up, you know with very specific devices and it’s at a point in time where Broadband was still not broadly available. Flash technology was not very affordable. Embedded systems were not the easiest right? So all that stuff is what we were developing and building. It was pretty impressive. We had a complete stack of software I I believe it fit.

10:37.10

Andrew Morgans

Me is why.

10:51.50

John DiPippo

I want to say under under sixteen megabytes everything with browser all the middleware. Not even small in that but we will work with these oems that were operating on their future of their roadmap right? that section of their roadmap for future devices when Nine Eleven hit

11:07.11

Andrew Morgans

Me.

11:10.54

John DiPippo

It just wiped out that entire part of the roadmap. Everybody retreated went back to their core and that essentially put me in turmoil and so I ended up having to put that business down and it’s one of those incredible lessons that you learn from doing startups that you’re not going to have a home run every single time.

11:11.90

Andrew Morgans

Yeah, but.

11:26.10

Andrew Morgans

You haven’t.

11:28.80

John DiPippo

You’re going to have some failures you’re going to strike out sometimes at the plate and so from my point of view being involved in startups and advice that I give to other entrepreneurs. It’s really about that batting average.

11:34.90

Andrew Morgans

Yeah let’s stop there for a second because I just have like 1 you just shared a ton and that’s fire 1 of it being like oh my god the experience you get as a young employee or or an older employee. Whatever working on a startup you went from sales to proc development to. Biz dev to Vp of marketing to creating new channels like if you take that to your startup the next one. That’s yours ready to go because you were so you know trading hours for revenue at that startup you know where but you were getting so much experience you know and I know you can’t plan that but to like people that are listening is like.

12:08.60

John DiPippo

Yeah.

12:13.71

Andrew Morgans

You can choose where you work even if you are working in 9 to 5 to put you in a position to be at a place where they’ll allow you to grow and you just can’t get that at these you know I see a lot of people go to Amazon so that they can leave and it’s the stepping like Amazon corporate go there amazonians they become amazonians once they leave and so people are like oh my god I want someone that used to work there. But Amazon Amazon they’re a silo I mean you know so you can go to a startup in ecommerce and get way more information than you’d ever get about ecommerce and working at Amazon for example, so completely different there um to your thing I had that kind of fear. Ah.

12:40.79

John DiPippo

Totally yeah.

12:49.93

Andrew Morgans

Marnology is my first startup if you don’t count my mowing business if you don’t count ah like my band days and I was all in as being a professional musician and those those count but like marknology was my one I went all in um, you know and now.

12:56.10

John DiPippo

You got to count those Andrew those are important ones right.

13:07.85

Andrew Morgans

Tons of failures within markology don’t get me wrong just like failing forward more so and and that was early in an industry before everyone caught up in regards to like even getting paid for what we do and things like that. Well the pandemic. Okay so the pandemic similar to 9 9 11 um, in that everyone pulled back. So yeah, now we’re in 2022 but you know I was growing growing growing and then in you know 2020 hit and we went from like signing new brands and people pushing into e-commerce and feeling confident about it to like everyone that was doing it holding holding back some companies went under some stopped. You know if this was an investment phase for them versus like ah a making money phase in e-commerce because there’s an investment phase at the beginning they were pulling back and you know in my head I’m just like am I going to be okay if I lose my identity that’s tied to this business. You know I wanted to make sure I was going to be okay like it mentally you know I was already preparing like like what if they stop paying me like what if.

13:46.53

John DiPippo

E.

14:03.25

Andrew Morgans

You know the clients ah can’t get in revenue they slow to pay or it’s not that I’m losing them but they’re slow to pay or people weren’t signing up. Um now on the other side of it e-commerce is blown up and I’m busier than ever. But there is this probably like nine months of time where everyone really pulled back and um, you know, thinking about pivots.

14:21.67

John DiPippo

A.

14:22.43

Andrew Morgans

They’re working a lot for me. There was you know there is but like it’s all kind of around the same space so it could have been out of my hands right? It could have been something that I’m doing everything right? or I’m like on the right industry at the right time with the right team building. Great stuff and then still it’s just entrepreneurship and you just get hit.

14:39.49

John DiPippo

Yeah I’m a hundred percent and

14:40.60

Andrew Morgans

You know? So it’s a um testament to like you know to anyone that’s gone through that and to come come out of it like you know on the other side and be like okay I’m ready to go again another at bat.

14:49.42

John DiPippo

I Think that’s the point I think that is the point is that while we always sit down and build the plan for success like you said stuff can happen and stuff that you can predict and plan for but then they’re the things you can’t predict and plan for. But ultimately you got to learn from it. And I think that’s a message for every entrepreneur would-be entrepreneurs that you know to some degree I Always think of the entrepreneur standing on the edge looking into the abyss and they have to jump at some point you’ve got to jump if you’re going to make the commitment because you’re all in like you said and you hopefully have done enough planning to know what’s going to happen when you jump.

15:06.68

Andrew Morgans

Yep.

15:26.11

John DiPippo

But some things will happen that you just can’t anticipate but as long as you’re learning from it which kind of gets back to you know what loyalty loop does to help businesses figure out feedback as long as you’re learning from the business then you’re going to come up with something valuable that hopefully let you keep going in that business or apply it to the next one.

15:29.30

Andrew Morgans

Yep.

15:40.77

Andrew Morgans

You have so you have no idea how many businesses like I’ve worked with through the years where it’s just like so surprising to me owners or founders or people very involved in their business. Whoever I’m talking to and there’s just this like lack of desire to be better. In their business where you know whether it’s reviews and we’re like hey guys like we keep getting bottles that are breaking on their way to Amazon or and it’s leaking into other people’s packages or we’re getting feedback on this or you know we’re getting insights. This could be better or like can we can we like our photos need to be better. We’ve only spent five bucks and someone’s cousin did them or something you know it’s like. And there’s just not this desire to invest into their brand or their product or their company to make it better like you know like I’m not trying to exit marknology. Even though there’s a lot of people pursuing because to me it’s like I haven’t been building this to exit. It’s not I’ve been investing back into the things to make it better. Not positioning it for exit right in that regard. Um.

16:35.65

John DiPippo

Ah, but I think that well that’s that’s you’re you’re doing the right thing right? If you’re building a business for exit then you’re probably building it for the wrong reasons you build a business to solve customer problems and be great at what you do and then the exit happens. Automatically, if you’re building a great business. But if you’re.

16:37.59

Andrew Morgans

Because I want to be better.

16:46.15

Andrew Morgans

So.

16:53.71

John DiPippo

Building a business purely for exit. You’re probably approaching it incorrectly at least in my opinion.

16:57.00

Andrew Morgans

Yeah, will you’d be surprised in the Amazon space at least the e-commerce space. There’s a lot of that happening or at least a lot of that mindset towards that and and I understand that level I understand there can be like a million sides to to anything but for me. It’s been. You know we’ve invested in areas to make things better that don’t necessarily ah you know draw a straight line to revenue or to roi or to you know Kpis these are things that we’re doing because it’s the right thing to do for the product or for the people or whatever. So um, yeah.

17:18.41

John DiPippo

Yeah.

17:29.31

John DiPippo

You’re on the right path I mean that granted everything you do you have to put some quantification around you. You got to look at the math and and the finances but you know from my point of view in in the business that I’m in which is helping other businesses. Deliver. Great customer experiences by measuring and understanding what they’re doing and learning from that feedback. End of the day you’ve got to do right by the customer right? You’ve got to create a Wow factor. It’s not good enough just to satisfy a customer. You’ve got to really wow them. You got to they got to feel like there’s a reason why I’m going to do business with you right? and so to your point if a business is not thinking about how to improve.

17:59.88

Andrew Morgans

Yep.

18:06.47

John DiPippo

A good chance. They’re going to be in trouble at some point now. The cool thing is an entrepreneur or a business owner. They get to make those decisions if if they want to do status quo nothing wrong with it but understand the consequence of status quo right? There’s probably another business. That’s not status quo that’s trying to be the best and they’re going to Wow customers.

18:11.92

Andrew Morgans

Thank yeah, if they that.

18:25.94

John DiPippo

And you might lose share because of that.

18:26.64

Andrew Morgans

And for anyone listening if you don’t care and you want to be status quo. We’re not a good fit I’ll just get that out there. You know like it’s just we’re gonna be frustrated you know and I think you just got to find that flow. You know you gotta find like that’s something I’m in is just like.

18:30.66

John DiPippo

Um, yeah I think yeah.

18:43.20

Andrew Morgans

You know we’re busy, we’re growing. We’re doing our thing for me. It’s all about dialing in who our exact customer is the ones that are you know pursuing that that loyalty loop that are pursuing that you know customer customer retention that want to be with partners long term that are um. It’s just what what I enjoy building I’m a brand builder and brands aren’t something that you like you approach half hazard. You know it’s something you go all in on with your belief with your culture. Um I want to take you to the next one because I can talk about that all day I’m a firm believer but like we’re talking about so that one blew up Nine Eleven happened

19:15.10

John DiPippo

E.

19:17.35

Andrew Morgans

And you’re like okay so what was what was happening then when that happened.

19:19.71

John DiPippo

Yeah, we just you keep going. You look for the next opportunity and at that point in my personal life I had 2 daughters. We’ve got at the time the girls were young and so I got very involved in their education and both of my girls went to a montessori school.

19:33.30

Andrew Morgans

Okay, but.

19:38.82

John DiPippo

And if anybody knows what a montessori school is. It’s nothing funky or weird. It’s just a different methodology. That’s really about ah the child centered on the child and how that child learns and my wife who’s a ph d in computer science. She’s the chairperson at the university of Rhode Island for computer science. She and I being nerds. We got actively involved in this kind of stuff so I had time and I threw myself at their schooling and their school was it. It didn’t go any further than third grade and there were a few other colleagues of mine from apc 1 in particular who she decided.

20:06.20

Andrew Morgans

So.

20:14.22

John DiPippo

Her child was in the school as well and she wouldn’t it be great for us to start a school that goes beyond third grade and so she initiated she was the entrepreneur that started the whole thing but then she drew others in like me and other you know entrepreneurly minded people and we got a school started out in the middle of the woods because we had to go find a location and.

20:29.56

Andrew Morgans

3

20:32.21

John DiPippo

Both of my girls were sort of founding students and I volunteered to help and run the school for a couple first few years and cut the grass and do all those things and now the school is highly successful. it’s ah yeah it’s it’s a great montessori school called Quest Montessori school it’s a narragans Rhode Island

20:44.76

Andrew Morgans

That’s incredible.

20:50.41

John DiPippo

And I think they’ve got a waitlist in the 150 kids or whatever the number but it’s ah it’s a wonderful story. So I threw myself at that. Ah, and.

20:55.80

Andrew Morgans

The best things are made the best things are made by people solving a problem for like people. They love It. Doesn’t have to be people. They love right? but I work with a lot of products and brands and whatever and a lot of them come from someone trying to help themselves like let’s say it’s a dietary a food thing or a supplement or ah, a vitamin Or. Um, let’s say here in Kans City We have Mobility designed I’ll give them a shout-out, but it was made by a son for his dad to help him move around and have a better quality of life and or like your kids to get a better education. You know I’m one of those kids that like ah maybe on paper in an American school I don’t test out that well you know I was raised in Africafka ti.

21:18.77

John DiPippo

E eight.

21:33.51

Andrew Morgans

2001 um but my mom cared a lot and she homeschooled me and she taught me how I needed to learn right? and now later in life is it really? So it’s really served me um, but you know I was reading at 3 years old but like didn’t fit in well a kindergarten mainly because I was african.

21:48.95

John DiPippo

Chip.

21:52.55

Andrew Morgans

And then ah you know different times in life like testing out and even the acts or sats because I came back as a junior in high school I Just like based on the American the Western system I didn’t look that smart or test out that smart or you know get those opportunities. Well it wasn’t until almost after college because computer science I could even like blink and not even try and.

22:02.49

John DiPippo

A.

22:12.38

Andrew Morgans

Pass those courses to be honest with you? Um, but after college I found out Wow I am and um, I’m an amazing student if it’s something if it’s taught to me in a way or I’m learning I’m um, able to learn it in a way that I can obtain the information and like I’m amazing and if it’s something that interests me I’m Obsessive. You know? so you know I know that that means like certain things. But for me if I hadn’t had a mom that tailored school towards me, you know and to solve that problem for me I don’t think I’d be here today. So I mean as a father that’s that’s amazing. Um, what you did for your kids.

22:43.34

John DiPippo

That’s a great story. Yeah.

22:47.44

Andrew Morgans

And like I just I wanted to hammer that like when you’re solving a problem because it seems like the right thing to do like those are the best businesses right? still lasting today right? It’s still here today. So.

22:52.91

John DiPippo

Yeah I mean that’s I think I’m probably similar to you and how I learn and but I was taught by the factory I was in public school and you know rose and you know trying to fidget and stay attention. You know pay attention was not easy when you’re young and.

23:08.19

Andrew Morgans

Made me a troublemaker you know and said.

23:11.40

John DiPippo

Yeah, and but you you find your way but and I really I think what happened for me is eventually I became what the the Montessori program talks about which is you become a lifelong learner and I think that’s what I do in business if you’re not learning every day you’re probably again doing something wrong in business and so in my life. It’s always nice to learn new things and.

23:19.16

Andrew Morgans

Okay, yep. Yeah.

23:31.16

John DiPippo

Discover new things. You never have all the answers. No one does and so you got to keep learning and I think you know that comes from probably watching my kids and learning about the program. But I think it’s innate. You’ve got it innate inside of you and I probably have it in me and I would imagine just but everybody does but you got to unlock it somehow.

23:46.61

Andrew Morgans

Yeah, yeah, yeah.

23:48.63

John DiPippo

You know you have your store you figured out how to unlock it. But that lifelong learning really matters particularly in business and entrepreneurship.

23:55.37

Andrew Morgans

That’s why e-commerce has been so great for me is because it’s an industry and ah a thing that constantly is requiring like me to level up not the business aspect too like building markology in the agency side but ecommerce is constantly changing and it’s cut me interested for Eleven plus years you know.

24:03.39

John DiPippo

Yeah, it’s always changing right? It’s It’s always evolving.

24:12.67

Andrew Morgans

Um, trying to figure it out trying to understand what some of these awesome creators made with you know the amazon marketplace or you know how those things work. Um, before we go into the next step after school I’m gonna give a shout out to our sponsor for today’s episode with canva you can design your ideas with ease get inspired with 500000 free templates.

24:18.17

John DiPippo

Jeff.

24:31.16

Andrew Morgans

And a rich content library that helps you and your team achieve your goals sign up and start designing for free at http://canva.com I was listening to the canva episode actually on how I built this. It’s like a girl and her boyfriend I think and they were in like in high school and that was companies a billion dollars in just a couple of years but she just had this idea to solve. Um.

24:46.20

John DiPippo

It’s awesome.

24:49.34

Andrew Morgans

Ah, like the Adobe suite and editing software is so complicated and confusing and she wanted to make it like attainable for just like anyone that wants to be a creator and can just quickly do some things on their phone and now she has a billion dollar business but her story very similar in that she was just like I want to just you know like make this attainable. She was like a school editor at high school. Think and for the yearbook it was like I want to make something that’s super easy for for people to do so. Canva. Great great sponsor for this episode and a topic we’re talking about. Um okay so school’s successful, hundred and fifty student waiting list. What’s next yeah.

25:20.12

John DiPippo

Yeah, so let’s see I ended up doing a second tour of duty at Apc that’s what I like to say because the Ceo was trying to move the company into the data center space. So we made mostly power protection devices for the personal computer and networking market and the whole movement was. Heading toward consolidation to data centers. So he what he did is battery backups. You got to have it? Yeah yeah, yep.

25:40.13

Andrew Morgans

I grew up on Apc just so you know like in Africa you have to have ah the power surges. Yeah, you have to because of the power problems so we had them everywhere.

25:52.48

John DiPippo

That’s one of my favorite things I’m I’m still very proud of what we did at Apc so wherever I go I always look under desks and look in closets and I always see the logo It’s it’s fun. Um, but the thing that he had pitched me on was back to entrepreneurship is kind of interesting in that he identified that the company itself. Had moved from being an entrepreneurial organization to being more process-minded and that just sort of happens naturally as ah as a business grows and gets more mature and when you try to go do the next thing the next new thing. It’s really hard to get the organization.

26:22.70

Andrew Morgans

You lose your creativity.

26:26.63

John DiPippo

And so he basically explained how we lost all the entrepreneur-minded people or a lot of them and the pitch was come back and help us to make this turn and so I did I came back in and I was doing our m and a work ah for a while and I was running some divisions I had to do. We had a business that was was floundering over in Europe that I had to go fix and and get it back. Ah, you know back profitable that was an interesting one that was a manufacturer in Switzerland it’s a great company. Um, and then eventually we ended up getting acquired ourselves by a large french conglomerate.

26:57.60

Andrew Morgans

Entire.

27:01.78

John DiPippo

Called Schneider Electric and I stayed with the company for a while and then I decided it was time to move on and I ended up going and running another software company that was brought in to essentially fix or Rebrand and fix the company and get an exit for its owners it. It was a great little company here in Rhode Island

27:14.93

Andrew Morgans

Okay.

27:19.99

John DiPippo

In fact, well it was a great little company and there were owners involved in the company that just had been in it for like 20 years and it was a time in attendance company. Its company called adi time. Ah, and I positioned the company. You know, found ways to reposition the company. Gave it sort of a new lease on life. Um, one of the things that I did early on which relates to loyalty loop to some degree actually to a very specific degree is that I had a friend who was running a survey company at the time and I hired him to come in and help me to survey both my channel partners and my end customers. So I could get real world data to understand what was happening in the business. So I could figure out what are the appropriate moves to make based on real data and so I did that and developed some methodologies and implemented them and eventually we sold the business in a couple years to a publicly traded company and it moves on and everybody was happy. Um, the.

28:01.48

Andrew Morgans

Oh.

28:16.98

John DiPippo

The interesting connection. There is my friend who had that survey software company at one point had a change in his life and he called me because he knew I had sold this other software company and he wanted me to take a look at his business and help him position it and I I’m kind of like a kid in a candy store sometimes Andrew when I look at startup companies and small businesses. And so I looked at his business and it was a recurring revenue business model that he was just starting to implement. He had a product that was what I would consider a sort of proof of concept or an Mvp ah, and 1 of my friends we looked at it together and we decided instead of helping him sell it. We’ll just buy it and we’ll try to do something with it and so we did.

28:51.12

Andrew Morgans

Fix it from there.

28:55.91

John DiPippo

Bought the business and we’ve been rebuilding it since then I bought the business in 162 the company was called survey advantage and I rebranded the company to loyalty loop partly because it’s more about the value of what we’re delivering. It’s about helping my customers create loyal customers continually and that cycle.

29:01.72

Andrew Morgans

Okay, okay.

29:14.69

John DiPippo

That I believe is a really important cycle which you’ve talked about it’s an important cycle to build loyal customers because they generally want to give you more share of wallet. They generally want to um, they’re generally your most profitable customers because they’re easier to service and more importantly, they talk you up in the market. They give you. Great positive word of mouth and referrals and it’s about trying to figure out how to wow customers and keep them happy and loyal like I said earlier, it’s just not good enough to satisfy a customer. Not today, you’ve got to do something really special where they really feel like you’re enhancing their life and that’s not always easy to do from various businesses that are exist right.

29:42.75

Andrew Morgans

Right? okay.

29:52.80

John DiPippo

We service all kinds of businesses and when you look at it you have to ask the question Gee. What do I have to do to really Wow customers and it gets back to I think what you would talk about what I was talking about is you got to learn you got to listen and learn and figure out what you can do to make changes. And improvements that will keep your customers really ecstatic to do business with you totally.

30:09.42

Andrew Morgans

And be open to it and be an embrace the feedback right? like so so many people see the feedback as being like oh my god I want have all this work to do or they’re gonna like point out my flaws and they’re like you know it’s it’s this fear of it. But when you start embracing that it’s it’s a game changer. Um you know and. I think Amazon is ah is a platform that had that kind of built in naturally right and they’ve had their things that were being gamified and they fixed that honestly they they put in a ton of effort to to keep it as um, authentic as they can. But Amazon was the first marketplace like big website big retailer to come in to care about the customer first.

30:45.10

John DiPippo

O.

30:47.17

Andrew Morgans

You know, ah Etsy was about the makers ebay is about your dad making it easy to take picks in his garage and sell stuff like you know they they was were built for the seller. The maker. Ah you know and Amazon was built for the customer. Like everything about it. That’s why I have a business is because it’s super hard on the seller side or on the brand side to adhere to all of Amazon’s needs um but it was one that kind of taught me to think like that you know customer first. Um I was I always try to put myself in the mind of Amazon right? like the machine and just like how is this machine thinking and like you know what’s it rewarding and what’s it.

31:03.42

John DiPippo

Yeah.

31:19.96

Andrew Morgans

What’s it looking for as a negative data point you know and um, that feedback loop was built in and it’s just like it’s so important on the branding side I think it’s way easier to come in as a consultant or like let’s say an agency coming into a corporate company that doesn’t have that creativity anymore or doesn’t have that entrepreneurial. Family like as part of it so we come In. We bring that to them and working with them is way different than working with like let’s say the maker or the creator themselves because that feedback loop for them is so painful right? versus like when they’re a bit removed from it. Um.

31:47.50

John DiPippo

Oh yep.

31:52.98

Andrew Morgans

There’s so many makers or creators I’ve worked with where I’m just like guys we need to change this. We’re getting like you know we’re getting customer feedback saying that we need to change this and they’re just so attached emotionally to like whatever they made you know, um they can’t see.

32:02.99

John DiPippo

Yeah, that’s that’s definitely a challenge I mean if you’re not open-minded and if you’re not willing to accept customer feedback. You’re going to have a problem you know I will yeah.

32:11.22

Andrew Morgans

Which means the business is only as good as it’s leadership right? So it’s like it. It goes up the food chain from there.

32:17.90

John DiPippo

Well, it’s it’s interesting because you know I work with big brands I work with Franchise Networks I work with independent companies. You know loyalty loop pretty much sells into the small to mid-market. That’s that’s where we’re positioned um and you know you can look around and.

32:26.54

Andrew Morgans

Stuff. Okay.

32:33.10

John DiPippo

Large large corporations all over the planet do the kind of work or use services like what loyalty provides right? engaging customers getting feedback my view having been in big companies is the same processes and the same services that those huge corporations use are needed. In the small to midsized business just as well. But it has to be appropriately positioned so what I sell to a customer at $99 a month on a subscription is the same thing that some huge corporation is going to pay 6 and 7 figures for sorry to break that news to everybody but it’s the same basic service but I’m trying to bring it.

33:04.71

Andrew Morgans

Yeah, but.

33:08.10

John DiPippo

Down to the small to mid-size companies so they’re armed with the same data so they can make the same improvements that those huge corporations have teams of people that can spend time doing.

33:18.20

Andrew Morgans

That’s happening in the Amazon industry as well. In regards to just like the software that’s being developed and you know these things exist for big big companies and the brand some of the brands coming to this space like that doesn’t exist in our industry yet. You know there’s a lot of opportunity there and you’re seeing it just kind of pop up. Um.

33:27.38

John DiPippo

Ah, yeah.

33:33.80

Andrew Morgans

You know all around a big move I saw as I was trying to talk to all the Kansas you know I’m a mentor at my local university um, and I’m always talking to students or talking to creators and you know the video space. So the video space. Yeah, like even if it was four years ago talking about it. My guys like you understand like a great brand video or. 10 k twenty k if you’re trying to get something great like you know and the equipment’s gone cheaper and everything’s gone cheaper but it was like what I do know is that there’s a ton of brands that would pay 3 K or 4 K for um, an amazing video or 5 k you know what? I mean like that range and it was like.

33:52.11

John DiPippo

E.

34:08.63

Andrew Morgans

I could literally send you business all day every day and I think you guys would just clean up because every Amazon listing needs one you know everybody needs video and um, you could just clean up versus selling that 1 big ticket to the bigger brand that can afford that right? and then you have to stand out as being professional enough to get them and yada yada.

34:19.35

John DiPippo

Um.

34:25.73

Andrew Morgans

And to me the video space I’m not created but I just saw this huge opportunity for the right. The right artists the right creators to jump into this midmarker the smaller one because the brands that are trying to brand build on this on the smaller level need the same thing they need the same quality. You just said we have to figure out how to take that cost.

34:37.35

John DiPippo

100% yeah

34:43.69

Andrew Morgans

Of a 10 k or twenty k video and and position it you know for the smart guys.

34:45.71

John DiPippo

Yeah, that’s that’s essentially what we’re doing and you know the the thing about feedback you would talk about this earlier that you have to have the right mindset I hear often particularly with someone whose business has never done any kind of formal feedback they they usually have a fear factor.

35:03.10

Andrew Morgans

And.

35:04.31

John DiPippo

They’re afraid of negative feedback. But I try to counsel them that first of all the the negative feedback. That’s where lots of the action lives right? If you think about it. Why would a customer and take the time to give you negative feedback in the first place. Why wouldn’t they just why wouldn’t but but why wouldn’t the customers move on their merry way. The.

35:15.60

Andrew Morgans

It tells you where to focus right? It tells you where to focus.

35:21.82

John DiPippo

When the customer takes the time to give you negative feedback. They’re almost telling you they want you to be better right? Otherwise they wouldn’t waste their time and so you have to really pay attention to that and when you see lots of customers saying the same thing you know in manufacturing the japanese have a word called Kaizen which means continuous improvement.

35:25.86

Andrew Morgans

Good point.

35:41.36

John DiPippo

You have to be looking at that and figuring out what can you put in place that is a continuous improvement cycle and when you do that and you do that continually guess what business gets better. It’s it’s not hard. It’s hard to do the work but it’s not hard to understand that concept and so when I see my client start doing that they.

35:59.60

Andrew Morgans

You see results and that gives a lot of purpose to your company culture and your motive to me. It would like you know it’s something that I like I know when the brands follow our feedback as their consultants or their E-commerce team. We’re really like a fractional team.

36:01.14

John DiPippo

Instantly realize my gosh. This is exactly how it’s supposed to be.

36:17.90

Andrew Morgans

And I see the results in their businesses growing like I mean it makes me feel great about what I’m charging. You know it makes me feel like I’m doing a good thing which for me is a motivator um to be like yeah I’m charging people for this thing I believe that we’re worth it I’m telling them to do this. They’re following those results that we’re getting whether it’s like.

36:35.24

John DiPippo

E.

36:36.17

Andrew Morgans

Data from ads or it’s data from feedback and we’re collecting their feedback information or whatever the case might be and saying hey guys is how you should act on it or this is what you should do and seeing those results really brings it full full circle for me to know that like hey we’re on the right track of what Martin is doing for brands because of that loop. Right? And seeing seeing the results for them and yours is probably a fraction of the cost of what it is to higher mar technology right? But you’re seeing hey guys if you put this this into practice like look what it can do for your business. It’s crazy.

37:03.69

John DiPippo

Yeah, if you and if you’re not doing that if you’re not measuring that stuff Then how do you make an improvement right? Yeah you you can’t improve that which you do not measure right? and.

37:08.51

Andrew Morgans

If it’s not measurable. It’s not what’s the there’s a cliche. There’s a saying out there I know correct. Thank you? yep.

37:20.48

John DiPippo

I don’t know how you do that I don’t I don’t know how you run a business today successfully without doing this very basic step I mean the 1 thing that we all have in common if we’re in business regardless of the kind of business you have. There’s 1 thing we all have in common if we’re in business paying customers.

37:39.20

Andrew Morgans

Paying customers. Hopefully yes, if you don’t we grow? Well I know a lot of tech startups. This are not making any money. So.

37:40.32

John DiPippo

Right? Well no, if know 1 Otherwise it’s called a hobby. It’s not a business right? Yeah well that that might be a hobby I mean they their business want to bees and they’ll be. They’ll get there right’s you know they’re trying to figure out their model but generally speaking.

37:53.70

Andrew Morgans

Um, yeah, um, yeah.

37:57.89

John DiPippo

Not about specific startups but generally speaking. We all have paying customers in common and you have to be listening to them. You’ve got to be doing something with them because someone wants your paying customer and if you’re not going to keep them really wowed. They go in someplace else. That’s what we do.

38:12.68

Andrew Morgans

Yup hundred percent I love that and I use almost a loop on the selling side too in regards to um, you know, knowing customers our customers. We know our customers. Well. And being able to like whenever I have a new client introduce them to those said clients that are on our side I know how their business runs even outside of my scope of work you know because we’re getting. We’re getting feedback all the time on what their issues are what’s going on and um I’ve I’ve built my company around the issues that our our clients tell us about through the years right? so.

38:27.92

John DiPippo

In.

38:43.70

Andrew Morgans

Ah, we have an issue with map pricing. We have an issue with creative but we have an issue with hiring good writers or like you know and so I’ve built my company to solve for those things as we go and that’s what’s resulted in marchnology is really solving all these pain points around the Amazon space. Um, but I use it on the sales side to say hey go talk to my clients that are been paying me for 4 years or 3 years or Six months or whatever and ask them. You know how they feel about their value get feedback from them. Um, because they they can do so much sell more selling in the digital world. They can do so much more selling than the person talking you know on the phone.

39:10.75

John DiPippo

But we have another thing we’ve got in common that you said this before Marnology. You’re all about the brand. It’s all about building a brand I mean when I talk to my clients particularly my larger clients. My franchise partners. That’s what this is all about. Right? So you take a franchise network as an example and you’ve got local entrepreneurs that decide. They’re going to become a franchisee and start and run a business right? And you’re a mentor I’m a mentor you see all kinds of businesses. Franchisees are entrepreneurs right? They’re making the Leap. It’s a different kind of entrepreneur than the person that starts the next social network.

39:41.84

Andrew Morgans

Yeah.

39:48.95

John DiPippo

But they’re entrepreneurs regardless and so from my point of view my job at Loyalty Loop is to help the franchisee and the franchisor instrument up that business so they’re getting the feedback to create those great experiences those wow experiences for their clients. Why what’s the purpose. Well it’s to make the. Businesses stronger. But if I can accomplish that at a local level at a franchisee they become stronger and that brand becomes more valuable in that local market and then when you do that across the network and you provide the tools that allows a franchise or the franchise or to look across their network then it’s that.

40:12.33

Andrew Morgans

To everyone to everyone.

40:23.78

John DiPippo

That old adage that a rising tide lifts all ships the whole of the brand gets stronger that means they can sell more units more franchise units that means that everybody that’s a franchisee makes more money. It’s. That constant loop of building. Great experiences that brings in more business more word of mouth and just is a great cycle Mike drop exactly that’s it. That’s it. We’re done I’m outta here. That’s my story I’m sticking with it.

40:42.23

Andrew Morgans

Mike Drop we could end it right there that that’s fire no that’s fire that’s fire I mean that’s that’s everything anyone needs to hear on this episode is like it’s big. Picture. You know and that’s why I’ve moved up like we talked about manufacturers and whatever is I like the big pictureture thinkers those aren’t the only ones right? but that’s an easy example for me. No manufacturers in business in the short game. They’re building. They’re building something for the longevity of it right? and and so they’re thinking in that mindset and so I’m already aligned with them from the beginning because they’re thinking. How do we get better over time. How do we improve? Um, you know it’s doing the little things now that in 2 years from now we’ll make big changes because we’re just like continuing to to improve. Um, we’re up on time I want you to leave I want you to leave any of the listeners with ah you know, just something that’s ah, not directed or a question from me.

41:23.30

John DiPippo

Oh okay.

41:34.60

Andrew Morgans

You know, but just something that you would like to share I think mad Deorsi calls it The founder freestyle if that helps but just like something you want to leave with our listeners that that you specifically and share to anyone That’s um, you know, maybe maybe doubting. Ah you know, maybe doubting. Putting something like loyalty loop in their business or anything you want to share honestly.

41:52.56

John DiPippo

Yeah I guess there are a couple points I would want to share with everybody I think when it in my experience when it comes to just running businesses being around businesses starting businesses and then even relative to the feedback side of things I think it’s a pretty simple thing I think you want to treat people. The way you’d want to be treated. It’s that golden rule right? if we treat people nicely and we treat people almost like their family right? The way you would treat a family member but they’re your customer It’s it’s going to work right? No one wants to have a bad experience period and if you treat people nicely and treat them well give them good value. They’re going to be happy and they’re going to come back and wow them by simply giving them that great experience I don’t think that’s a hard thing to do to treat people nicely. Um and and that’s 1 thing and the other thing I would leave the existing businesses with one other message is don’t assume that things are going well, that’s back to measuring.

42:37.88

Andrew Morgans

No I Love that you.

42:51.12

John DiPippo

Right? If you think things are going well but you don’t have the data to convince yourself empirically that it is going Well then you want something like a loyalty loop to help you out right? Don’t assume that everything is going well and your customers are being wowed. Get the data behind it.

43:04.20

Andrew Morgans

Yeah I love it I preach that all the time on martinology to brands. We’re talking to because a lot of them have never had this data before they don’t know about it right? So I’m just telling them like I have great ideas you have great ideas I have opinions you have opinions there ah most of them are different. Some are the same but I’m like I don’t have to build businesses that way anymore.

43:20.88

John DiPippo

He.

43:22.87

Andrew Morgans

And we can make decisions faster and more effective like be right more of the time. Um, you know, using data in an effective way and like it’s like let’s not let’s not make a guess or an assumption instead. Let’s let the data tell us and direct us where to go next? Um, and there’s like a lot of trust in that you know when you’re., It’s not that we have all the answers but we’re going to trust the data to tell us which way to go when the River Forks you know, um, like exactly.

43:42.00

John DiPippo

Yeah, it doesn’t mean it doesn’t mean take away your intuition just combine it with real data right? You still have to be the entrepreneur, use your brain and figure things out but use the data to inform that decision making.

43:54.10

Andrew Morgans

I love it. This has been awesome John DiPippo. It feels like we’ve known each other a long time. Thank you so much for being on the show and once again, a big thank you to today’s episode sponsor canva with canva you can work together from wherever get on the same page as your team with seamless real time collaboration. All you design today.

43:57.96

John DiPippo

It has been great. Andrew.

44:13.51

Andrew Morgans

Explore and start designing for free at http://canba.com we’ll see you next time hustlers. Thanks! John DiPippo.

44:16.75

John DiPippo

Thanks a lot, Andrew.

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