Rick Elmore: 0:00

That's really just paying attention to that experience that that client is having and how that's going to impact your business over time. And often it's just saying thank you, you know, it's not like sneaking like, Hey, thank you. Here's 10% off your next order. Just a full stop, say thank you make them feel appreciated.

Rick Denton: 0:21

You're listening to CX Passport, the show about creating great customer experiences with a dash of travel talk. Each episode we’ll talk with our guests about great CX, travel...and just like the best journeys, explore new directions we never anticipated. I'm your host Rick Denton. I believe the best meals are served outside and require a passport. Let's get going. Today is an interesting episode for me on a few layers. On the classic CX passport level, we get a chance to learn from a CEO of a product designed to help businesses connect emotionally with their customers. What's unique for me today is that I'm a few days away from taking my youngest to her college freshman year coincidentally, at the same university, our guest attended. I'll try to keep my dad empty nest emotions out of today's conversation, but I offer no guarantees. Additionally, today's guest lives in the city where my oldest attends College, a rival school in fact, it's getting surreal in the small world elements and to cap it off. Well. You'll hear this last connection here in a bit. Today's guest, Rick Elmore, talking to us today from Tempe Arizona founded simply noted, a fascinating solution for businesses to build that customer engagement. It's a handwritten note service uniquely. So though simply note, it offers a way to scale those human connections and build that deeper connection with customers. beyond simply noted, I'm 99% sure that Rick is my first guest to spend time in the NFL. That time came after his stellar college career at University of Arizona, the university where I'll be heading in two days for my daughter's college moving bear down in deep, which of course, apologies to my son who's a senior at Arizona State forks up those high level team and athletic experiences definitely influenced Rick today and his approach to business and to the customer. We'll explore that on the show today. We won the coin flip and elected to receive the kickoff is in the air Rick, welcome to CX passport.

Rick Elmore: 2:29

It's great to be here. Thanks for having me. I feel truly honored.

Rick Denton: 2:33

It's an honor for me. I'm eagerly awaiting this conversation. But looking forward to this for a while let's let's start with that inspiration from athletics to a corporate career to an MBA to product entrepreneurship. What is the Genesis story of the simply noted idea?

Rick Elmore: 2:49

Yeah, that's a great question. So I come from very humble beginnings. What I'm doing now, if you would have told me 20 years ago, this is I'd be doing I, I would have laughed at you. Because if we're building robots, I'm building software and working with electrical engineers, industrial automation, and my backgrounds in sales and marketing. But yeah, very humble beginnings. Played athletics growing up. I was the first person to go to college and my family. So like, sports was like my vehicle. Yes, sports was my vehicle. It was everything to me. It was my opportunity to become something and always really, you know, took that personally, I wanted to be great at what I did. And I was playing football. I got a scholarship to the University of Arizona with my twin brother. A lot of people don't know this, but I have a twin brother. And he played offensive line. And I played defensive line like growing. Yeah, I know. But growing up, we always played on the same side of the ball. So like, we were on offense, we always played with each other. We're on defense always play with each other. And so like, what do you think they did like day one at University of Arizona, they made us go together, which was really weird. Or they made us go against each other, which got drafted in 2011 to the Green Bay Packers the year after they won the Super Bowl. I got to I got cut that year. But then I got picked up immediately by the San Francisco 40, Niners and lost in the NFC Championship game. And we had a Hall of Fame team, which like, I mean, I went to the suit rolling my rookie year. But yeah, I got to play for three years, almost four years and had the typical career journeyman, you know, a special teams player third down PASS specialist. After that fourth year, kind of just looked at myself in the mirror, I was like, you know, you know, when it's time wasn't really sticking anywhere. So I retired and got into the corporate world, and did medical sales for six years, basically took everything that made me successful in athletics, and transferred it to my sales career, top 1% or top five sales rep for six years straight. And I kind of saw where my career was going, you know, all my mentors in that business or are all these like managers. They're all divorced, never home and I wanted to be around my kids growing up. So I was like, I got to do something else and the corporate Career world wasn't like lighting my soul on fire. So went back to my MBA at the University of Arizona. And that's where my life changed. I was in a marketing class about a year into my program, and a marketing professor said that handwritten notes had a 99.2% open rate. And then he was going through everything else, like everything was super marginal email, direct mail, cold, calling, knocking doors, everything was like 4% 6% 12% 18%. And I was in sales, I was like, Man, if I can get rid of my customer, 99.2% of the time, it's gonna make me more successful. So I started researching it. And I was like, Man, if I can figure out a way to scale this for businesses automated for businesses, they, there may be something there. But I'm just I started testing it, my customers were just absolutely, like, blown away that I would send them a handwritten note, right. And I was getting great feedback, they would call me they'd want to schedule appointments, you know, they would say something three or four months down the line, like, Hey, you're that guy that sent me that note, you know, like, it meant something to them. So, yeah, fast forward five years. 400,000 people on our platform every single month, we got done building our own patented robot or patent pending of six patents pending on our handwriting technology. And I've started a company called simply noted, and what simply note it is, essentially is, you know, we're trying to do what Constant Contact did for email. So build beautiful campaigns and scale it and integrate it, automate it. We're trying to do what they did for email. We're doing it for handwritten notes. So I always try to, like calling the mark or the constant contact of email, because that's, you know, for marketers, and people in business, like gets them like, okay, they're gonna go. Yeah, if I say if I do handwritten notes with robots, or like, what is that?

Rick Denton: 6:44

That's not your best tagline. I can see that sales and marketing experience, how interesting that it came from. And not just an off the cuff. It was a part of the class, but that a professor would say something like that. And it lights that idea in your head. Absolutely. I've I've written handwritten notes, I've actually, there's actually my stack of handwritten notes. I'm now intrigued by your solution. The I've been in clients or former clients offices and seen my note actually sitting up there, like it's so rare that it is used as a display thing. It is you've offered this digital solution for what is a very personal experience that handwritten note, heck, I still have my kids write thank you notes, right. And I can see this, this is really, really intriguing. But you're talking about that digital and you're bringing that digital into this very human space. I could see a risk is some sort of damage to that relationship, if somebody thinks it's personal, and then they discern that a machine actually created it. I know you've gone through a bit to make this seem as human as possible. How are you going about that? How do you make sure that that digital aspect of this doesn't destroy the humanity aspect?

Rick Elmore: 7:48

Yeah, well, that's why we had to build our own handwriting robot. We're the only company in the world that's really built its own handwriting robot. There's some other companies that try to do this. But all they try to do is they grab an off the shelf solution, like a pen plotter, an actual draw, like little robot, and they just dump all their money into sales and marketing, like most businesses, like just grow, grow, grow. And we did the exact opposite. All we did for the last five years, was listen to the customer. Develop a product focused on like evergreen, SEO, building relationships, you know, adding new features that our clients wanted, and really building something that was so significantly better, that objectively, like if you're trying to do something like this, like our solution, like the quality is second to none. We use machine learning. Like we don't use fonts, like for way the machines, right? So we have our own custom handwriting engine. So we'll take like, the way that you write in the machine will actually learn how you write so it doesn't like just place your AES randomly throughout the letter. It actually learns how you writes arrays and how you connect them to different letters and your natural spacing. And like literally learns, and it just writes just like you so you look at these handwritten notes. If we're doing our job, which I think we do a pretty good job. You'll never know that it was sent by anybody but you are. Yeah, it's pretty unique.

Your CX Passport Captain: 9:09

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Rick Denton: 9:36

That sounds really good. I think there's a little part of me that would want the machine learning there to learn how to make my handwriting look better than it actually does. So I don't know if you've got the increased the legibility is the son of a physician and I inherited not his medical skills, but unfortunately, I did inherit his handwriting skills. So maybe there's that little tweak to add there. So I know that that's the But I, to me, I get it. And that is that's that connection, it builds that humanity, it builds that connectivity to the customer. But if I'm buying the product, if I'm a company that is evaluating this, that's real hard dollars, leaving my company to buy something. And those of us in the CX world sincerely believe that a greater experience generates better business results. I know though, outside of the CX space, it's still viewed as sort of soft, it's the soft part of the business, how are you helping your clients see that that personal connection to their customers are going to actually generate real honest to god tangible business results?

Rick Elmore: 10:36

Yeah, well, I mean, we all know, it's cost a lot more to get a new client. And nowadays, it's all about the best customer experience, making sure that they feel appreciated. And there's tons of stats on this. I always quote, a Harvard Business Review study that talks about just by just by just giving your audience or your clients a better customer experience, how that's going to help your business, you know, customers who feel appreciated are five times more likely to make a repeat purchase. So you know, you're increasing the lifetime value, there are five times more likely to forgive a mistake, and we're all human, right? Sometimes orders get out slow, or something was wrong with the order. So they're a lot more likely to forgive a mistake, they're four more times likely to make a referral. So like, think about how that's going to naturally grow your business over time. And also like client retention. So like, think about like the attrition rate, like turnover, like the average turnover, every business has it. And this was like one of the most impactful stats that I thought stood out in the study was just a 5% improvement in client retention for your business accounts will increase your profits 25 to 95%, year over year. And these are studies these are by the Harvard, Harvard, Harvard Business School. And these are all proven studies that they've done. So it's really just paying attention to that experience that that client is having, and how that's going to impact your business over time. And often, it's just saying thank you, you know, it's not like sneaking, like, Hey, thank you, here's 10% off your next order. Just a full stop, say thank you make them feel appreciated. And what happens, it kind of creates like a viral effect, sometimes, you know, they'll take a picture posted online, especially if it's a bigger company, like man, the CEO sent me a handwritten note. And like, that gets you excited. One of my brands that I I'm a big fan, I'm an outdoors guy, like like hunting and hiking. And the CEO, I don't know if he actually wrote it, or if he had somebody write it for him or service like ours, write it, but received a handwritten note, you know, after spent a certain amount of money with them. And I thought it was so cool. Like I literally went around, showed my wife and like, I took a picture and sent it to my other friends who are like in the hunting space. And like, yeah, sure, I'm saying, like, it's just something that is so powerful, and so simple, until now can be done easily or automated. And that's what we're trying to do is to create those impactful moments at scale.

Rick Denton: 12:54

That, and you are the founder, the creator, the leader of a company that does that, you know, with even kind of a healthy sense of cynicism, that there's a likelihood that it was automated, and even still, it made you feel a special connection, their

Rick Elmore: 13:09

perception is reality. So I don't know, right? I can, maybe he didn't, but I can tell my friends and they don't sound like look, the CEO sent me this like,

Rick Denton: 13:17

it still feels awesome. Yeah. Have you ever had any difficulty with your clients convincing him that that the real results? Are you getting that sort of? Yeah, I hear you, Rick, but I gotta focus on my product. I gotta focus on my margin, my pricing, that sort of thing. Do you ever get that experience? pushback?

Rick Elmore: 13:35

Actually, yeah, but I'll tell you how we convince them. So when somebody hears about like a robotic handwritten note, they just assume it's been printed. Because if you think of just like the marketing industry over the years, like they'll throw these like handwriting fonts, but the easiest way that we always overcome this objection is we'll send them one of our handwriting sample of kids, and it has all the information they need in there. And then that's like when they take their thumb and they try to smear the ink and they see how beautiful it is and how authentic it is. Then they call us like, Alright, I'm a believer, like, I was ready to call BS on this, but like, Hey, I'm a believer. But the hardest thing about scaling this business is, you know, everybody has their own independent use case. So like when they get the kit, they call us and tell us what they want to do. And like that's why we're trying to like, become like the Constant Contact be infinitely flexible, but like, infinitely powerful, you know, to designing and automating and scaling the these types of campaigns. But if you think you talk to every email marketer out there, they use Constant Contact differently, which is incredibly challenging. So we're just trying to create a platform that's very easy to use, and that's why we integrate with Zapier. Integra mat integratively people are API's open web hooks, you know, it's a bunch of ways that people use us but yeah, it's just trying to be so infinitely flexible. Anybody can use us. That's what we're trying to do.

Rick Denton: 14:58

You said something that I want to explore or later. I've got a question though. that's top of mind right now. But you mentioned, you know, you share this with the customers and you learn something from them. They learned something from you, I want to get into that. How do you listen because you've got two layers of customer, your customer, and then your customers customer. But before I get there, we did talk about in the introduction about that athletic career. And you think about it, he there's this small percentage of people and really athletes in general that had been on a Power Five div one football team and made it to the NFL. And you mentioned the successes that you had there. I want to not so much the successes, it really about the experiences, the lessons, what did you learn while you were there in that athletic environment, then high intensity, high, high level, athletic environment that you've carried forward? That inspires you both in business to some degree, but also in that customer experience space. So

Rick Elmore: 15:53

one thing I've learned in the NFL, and there's like a Tom Brady quote about this, it's like when you get your chance, don't mess it up. And I've been constantly trying to build a platform and build a product and build a robot that when we get our chances, we don't mess it up. Because when you get a new client, you only get one chance, right? It's like a first date. And I train our sales guys on this, you only get a first date once you don't make a good first impression. You don't get a second date. So I've been relentlessly you know, I got an opportunity back then I mess it up. But I didn't get signed or you know, I think about what was lost right? Millions of dollars, right? So Right? I relentlessly, relentlessly obsess about the little details from how fast product gets out the door to how our handwriting technology is different to how our capacities different our workflows different. So when we have like our corporate accounts, fortune 100, fortune 500 companies come in, I can show them like, this is why we're different, why our product is different. And why what this means for you like tracking with like, you know, personalized QR codes. The analytics that is behind this type of technology, like stuff that we're trying to build into this like that email has, you can like have like an a personal QR code. So when someone scans it, you can be notified, like, hey, this person just engaged that handwritten note. So there's a bunch of stuff, you know, I'm constantly obsessing about trying to create a platform that stays ahead of the competition. Because you know, like you said, I'm a customer, right? To some companies, and I see they're the customer experiences like for them, but also I have customers, so I obsess about it on both sides.

Rick Denton: 17:33

Oh, Rick, I can absolutely see how that relentlessness inspired by athletics, because if you hear that phrase, you can't take a play off. And if you do, then you're gonna get run over. And whatever that is, whatever position that is, whatever sport that is. And I don't see it nearly as much in the travel world as I used to or as perhaps as I'd want to, but some a place where you often see attention to detail is there in the first class lounge. And it can be nice when you're traveling to take that break, stop down in the first class lounge, just get that little relaxed moment where they actually are pampering and paying attention to every last detail that you're describing the experience. So I joined you, I asked you to join me here in the first class lounge. Let's move quickly here and hopefully have a little bit of fun. What is a dream travel location from your past?

Rick Elmore: 18:19

Dream travel, I've been to Hawaii. So now that was pretty awesome. I didn't really get to fully enjoy it. Because I was like, in my early 20s. And like now I have kids. So now I understand like how nice it is to be there and relaxed. But yeah, I went to Maui a couple of times in my teens and early 20s I was really nice.

Rick Denton: 18:37

That's fantastic. Do you ever do you ever wonder about why mower players don't end up at the University of Hawaii feels like that's where I would want to end up just out there.

Rick Elmore: 18:48

afraid of flying? I mean, I feel like a bunch of people are afraid of flying but having a fly clear across the ocean for four hours twice to go play one game.

Rick Denton: 18:56

Every that's true. Every single game you're right there is that part of it? Absolutely. So looking forward what is a dream travel location you've not been to yet.

Rick Elmore: 19:04

You know, I want to a dream of mine is I want to take like a like 30 or 60 days off and like go travel throughout the United States and see all the national parks of my family. So like get my parents and my kids before they get too old and just for a whole summer just travel and really just be there with my family. I don't really care to travel outside the US at least not right now. But that's a main a big huge goal for me. It's just to travel with them, go to lakes, national parks go out to dinner hikes, you know and just Yeah,

Rick Denton: 19:33

we do have some spectacular national parks. My sister and her family are actually at a park and I can't remember the name of it, but they picked it. They looked at the top 10 least popular national parks. And it's some glorious thing close to Glacier National Park but it's up there in the Pacific Northwest and the picture she's been sending have been absolutely spectacular. So I like your dream travel location. That does sound really neat. What is a favorite thing to eat?

Rick Elmore: 20:00

So I'm like training for an Ironman right now. And I'm like, I went through all the five years, I'm sure if there's any business owners out there, you know, like all the sacrifices you make for your business and you you forego, basically everything because your business is like your new baby. Like now we're like, into your five and our businesses, like kind of taken off, and I'm focusing a lot more on my health. So I mean, I'm really boring. I mean, it's like a lot of eggs and meat and in salads. Like, I kind of get obsessed, like when I find a food, I kind of get obsessed with it. So like, I love steak and eggs.

Rick Denton: 20:34

Okay, all right. These are very good favorites. And I can understand why you sacrifice that health in the first five years. And certainly if you're doing an Ironman, you've got to get the right fuel there. Let's go the other way. What is the thing your parents forced you to eat? But you hate it as a kid?

Rick Elmore: 20:48

Oh my gosh, my. What is that? What is that Irish food for St. Patrick's Day. would make it every year. Corned beef and ham or corned beef. Oh, corned beef hash. That's what it was like, here we go. What time you got to do this. But both my parents are Irish. So I guess I'm like, Yeah, I'm Irish, too. But like, they're, they would make it and we're like, ah, like cats. Awesome. Yeah.

Rick Denton: 21:15

I like not only was it a negative memory for you, but you actually temporarily blocked even the name of that food, to be able to even come from your lips. Because such a memory love it. What is one travel item, not including your phone, not including your passport that you will not leave home without

Rick Elmore: 21:33

doesn't have to be an item. I mean, I don't want to get to my family to be honest with you. Like I if I don't have my tech stuff, I am either in, engulfed in my tech stuff, or my health stuff. So like working out, or my family. So like, I wouldn't want to go anywhere without my family.

Rick Denton: 21:55

All right, yeah, that's really nice. As I mentioned, I've, my wife and I are about to pivot in the empty nest world. And some of those observations of bringing family and those kinds of things certainly create some tears as we think about that those opportunities will become fewer, they aren't absent, but they do become more difficult and fewer. So I like that you're prioritizing that. Now when the opportunity is there. Let's go back to I had talked about how you have multiple layers of customers, you've got your direct ones, the ones to whom you sell the simply another product, and then they have customers of their own. Ultimately, your product is there to delight that end customer the two layers separation for you. So how are you getting feedback? How are you learning what that customer wants, what that customer hopes for reacts and how they react to your product. So that ultimately you make a better product for your middle customer?

Rick Elmore: 22:48

Yeah, well, our best account our best accounts are clients that we've seen grow over the years, the clients would literally just say thank you, you know, we'll see their orders like hockey stick over two or three years. Um, it's the clients who try to use us for like those sneaky campaigning like marketing, outbound direct response campaigns, we'll see them, you know, one to three times a year. But, I mean, the feedback comes, because I constantly obsess about their experience. So I'm just like, what's going good? You're not happy? Let me know, hey, we're launching this feature. What do you think? Like, that's why like, I would say, my customer or my, my competitors would hate to compete with me because I never ever, ever, ever, ever, ever, times a million stop, never stop. And it's, it can be exhausting. And but I it shows my customers that they know I'm obsessing about their experience, which shows them I'm bought into them having a great experience. And I'm always on top of it. So you know, like, I'm just asking for feedback, like, even if I think they're having a great experience, like, what can we do better for you. And when you when you show your client, like you really, genuinely believe making believe you feel that way. I mean, it changes everything. Because nobody does that. Everybody's just thinking about the Commission, the next sale, you obsess about it, you really obsess about it, they feel it. And if you can get them to feel it, you have a customer for life, unless you really

Rick Denton: 24:11

well, yeah, you can give you what I like about what you're saying, though, and I'm inferring here. So maybe I should check though it sounds like there's a real personal touch there. And I'm gonna ask you about scalability here in a second. But before we get there, you didn't say hey, I'm tracking a score. And we look at our CSAT and those kinds of things. And those are important to you're actually trying to get at the the root understanding of the customer's actual experience, not just some score. I inferred it's through calls and conversations. Is that kind of your primary vehicle that you're having these live conversations with customers? Well, that's

Rick Elmore: 24:45

my background. That's my sales background. I mean, here's all I did was go to dinners and happy hours and lunches with my clients and I just heard from their first world experience, how, you know what's going on? What do you like, what don't you like? And you know, Even though we service everybody, you know, our the only way that we can grow simply notice is working with businesses, you know, we sell a one to $3 item, you know, releasing a new subscription. Like we've always been like pay as you go. But we're now we're releasing a subscription to dramatically dropped the price to make it available to everybody. But yeah, it's like, we we rescales with businesses. So every business account that comes on I like hyper, hyper, hyper overlook it, make sure it goes great and didn't matter. I was in my own medical sales job, I had 400 clients, everybody didn't matter, even what we sold the same product, all of them wanted something different. Some people wanted me to bring coffee and check in some people wanted me to take them to lunch. Some people wanted relationships, some people didn't want the relationship. Some people wanted different tools. And like, you have to understand that if you don't understand that, like, you're gonna lose, you're gonna constantly lose, and I'm afraid to lose customers like, especially because you,

Rick Denton: 25:58

you definitely have a very high touch approach. And if I'm the customer, I'm really appreciated. Well, sometimes I might say, you know, hey, look, I got it, we're good. But you're right. It's available there, you're understanding the customer and delivering what they need. You have aspirations for growth, though. And I know, you've actually told me before that you make this personal call to each of your new customers. Heck, we got started just a hair late today, because you were individually involved in helping with a customer concern, a customer conversation. And so I know that you're hoping for that strong growth that that eventually, it's probably not sustainable. So as you're looking forward, how do you think you're building that approach to your customer service your customers, that's both this great customer experience, and scalable?

Rick Elmore: 26:44

Yeah, so we're completely self funded. So, you know, we put over a million dollars into her handwriting robot. And since that's done, our budgets opened up, but I have huge aspirations, you know, handwritten notes, the last one communication that people think can be automated. And I truly believe in my heart, like down to my soul, that handwriting this type of technology is going to be built into every marketing and sales automation tool within the next five to seven years, and I believe simply noted, can't be that person who does it for everybody. So we're gonna have to get a lot of help, I can't wear every hat, we're gonna have to raise some money. This is a very expensive business to scale, both in, we need the space, we need the capital equipment, and we need the people. And then I'm going to have great people around me. You know, I've done everything for the last five years, like nine you'd like True, true expertise in scaling globally. And I told you, we, we just signed a client that's going to take us to Germany, we're opening up a location on the east coast to service to both west side of the United States and the East Coast. A lot faster. So it's like it's, it's growing way faster than I ever could imagine. But there's a real need for this product. There's just we're inundated by email. Hey, I see over. We've been in the digital world for the last 25 years. People are craving something personal, right? And give them that intangible, impactful, automated, scalable, genuine, personal handwritten note. It's just it's worth its weight in gold.

Rick Denton: 28:14

Actually, that feels like a really, really good place to end recovery. If folks want to get to know more about you and your approach to customer experience in general or entrepreneurship and then about simply noted in specific, what's the best place for them to find out more?

Rick Elmore: 28:29

Yeah, well, I have a podcast that I talked about just life after sport, it's it's life after sport. reached out to me on LinkedIn, just Rick Elmore, LM as Mary O R E, or just go to simply noted.com S, s i m s and Mary PL y noted.com. And we if you want just request a free sample kit, top right corner, the website, and we do a really good job in setting this, you know, product cost. It's awesome $25 To put this kit together, but we give you everything you need, before anybody from this business will ever contact you. So you'll have a really good idea of what we do. And

Rick Denton: 29:06

that's awesome. Well, good. And I'm gonna get all that in the show notes. I actually, I didn't even somehow I missed the I've seen all your appearances. And well, maybe not all I've seen your appearances on other podcasts. And now I get to go enjoy life after sport podcast as well and consume a few episodes of that. So, Rick, thanks for walking us through the journey of simply noted and the origin story kind of your approach to customer experience in general and how you're looking to to add scalability through automation to what is intimately a human connection, that handwritten note. I enjoyed learning about that today. It was it was a good conversation. Rick, thank you for being on CX passport.

Rick Elmore: 29:43

Thank you so much for having me, Rick. It was great to be here.

Rick Denton: 29:51

Thanks for joining us this week on CX Passport. If you liked today’s episode I have 3 quick next steps for you Click subscribe on the CX Passport youtube channel or your favorite podcast app Next leave a comment below the video or a review in your favorite podcast app so others can find and and enjoy CX Passport too Then, head over to cxpassport.com website for show notes and resources that can help you create tangible business results by delivering great customer experience. Until next time, I’m Rick Denton and I believe the best meals are served outside and require a passport.