Entries by Jim Tincher

Buying Models Frame Your Customer Experience Approach

Marketing is a critical ally in your effort to build an improved customer experience. They regularly communicate with your customers. If you don’t effectively engage marketing, you’re fighting an uphill battle. They also tend to have influence in the C-Suite, making it even more critical. This may explain why many CX organizations report through marketing. […]

The Value of Customer Relationship Management: An Interview With Dawn Mergenthaler

Dawn Mergenthaler has been leading CRM marketing teams for healthcare, retail, and Software-as-a-Service companies for over a decade. She works closely with customer experience (CX) professionals to understand the insights gained that can be leveraged for CRM. She’s well-known for partnering cross-functionally to improve the customer’s communication experience across an organization, ultimately working to improve […]

Interview with Bob Thomas of the YMCA: Confident Employees Make Satisfied Customers

Bob Thomas is the chief experience officer for the YMCA of the Greater Twin Cities, a leading nonprofit dedicated to strengthening communities through youth development, healthy living, and social responsibility. He is responsible for engaging community members to help them meet their personal goals while ensuring a great Y experience through integrated marketing, membership sales, […]

Creating Radical CX Change, the Quiet Way

At CXPA events I often run across new attendees with a familiar story. They’re obsessed with customers, and they want to transform their companies to be more customer-focused. They desperately want to change their companies! But they’re not in a customer experience (CX) role. How, they ask, can they change their company if their company […]

Eight Ways to Build Customer Empathy

Customer empathy is absolutely critical to a company-focused culture. Without empathy, employees focus on their own problems, rather than your customers’. They build overly-complex products based on what they want to buy, rather than starting with customer needs. And they certainly don’t understand the emotional context of your customers. Both Forrester and the Temkin Group […]

Q&A with Customer Journey Management Experts

In preparation for a series of classes on journey mapping I helped lead through the Customer Experience Professionals Association (CXPA), they interviewed a few of us on best practices in journey mapping. The other participants included a few of our partners: Stacy Bolger, Senior Strategic Consulting Director, MaritzCX; Valerie Peck, President/CEO, East Bay Services Group, […]