Fireside Chats without the fires continue their journey into the CX 3 book and its authors. Today's guest is none other than Bob Azman. Bob's chapter in the book is all about the experience and, during the podcast, Bob shares some real-life ideas and suggestions on how to improve the experience as well as common pitfalls to avoid. Using the mantra "stable yourself to the ticket", Bob explains how powerful it is to put yourself in the customers' shoes and explains why trying to understand what it's like to do business with yourself forms the cornerstone for a successful customer experience. With his usual insights and skill, Bob delivers a series of stories (from someone asking if they should build a bulldozer to understanding that there is no difference between B2C and B2C customer experience) that takes what could be a complex topic into an easy to follow guide.