E86 – Lisa van Kesteren | CEO of SeeLevel HX

As the founder and CEO of SeeLevel HX, Lisa van Kesteren focuses on how to improve marketing tactics for businesses. She looks at the human experience side of things and shares her One Big Tip that helps businesses promote qualities that will attract customers among competition.


Having the Human Experience

While many people think of customer experience (CX) or user experience (UX) in terms of how others perceive your brand, Lisa is most interested in what she calls human experience (HX). In order to understand this experience more thoroughly, Lisa has an army of thousands of independently contracted “mystery shoppers” who collect information about businesses and brands, from customer service, to sanitation, to sales practices. She then compiles and updates this data and uses it to further her market research and have a better understanding of how businesses are running and marketing themselves. This accurate information allows her to adjust the marketing strategies of a business and find ways in which they can improve. While there are many variables that can affect a business’s success, the most important change that Lisa often makes is by altering and managing the expectations of customers that are patronizing a business. 

Changing the perspective

To accomplish this action of managing customer expectations, Lisa gives One Big Tip in which she states, “instead of changing an entire operation, simply change the marketing to show what you’re the best at.” She first advises businesses to not focus on what makes them stand out as a single entity, but instead what sets them apart from the competition and their touted strengths. Lisa then gives an example of two fast food restaurants in which one of them has a slightly longer wait time than the other. For the slower restaurant, instead of trying to restructure their workplace and training, it would be easier to focus on a different aspect of their business to market to customers, such as the quality of food. Lisa states that this action of “pivoting from a marketing perspective and communicating differently” is much easier to do than changing the infrastructure of a business. Additionally, when making these marketing changes, Lisa notes that it is important to not promote something that you as a business cannot guarantee or deliver on. If customers are promised something such as speedy service or the freshest food and those things are not the result of their purchase, you will be creating cognitive dissonance in the customers. Analyzing and marketing the aspects of your business that are the strongest and most guaranteed can help you build a reputation with your customer base and keep them coming back for more. 
To learn more about Lisa’s marketing tactics and research and how your business can benefit from it, visit www.SeeLevelHX.com.