Entries by Jim Tincher

Customer Journey Maps: How to Guide Your Leads to Customers

Bottom lines are important, and a good measure of how business is doing. But there’s something that might come before the bottom line, and might make more of an impact on the strength of your business: customer service. We all know what negative customer service experiences—or poor customer journeys, as they are known—especially with the […]

An experience designed for everybody helps nobody

One unforeseen result from our journey mapping best practices survey was that a surprising number of practitioners – almost one-third – do not use segments or personas in their journey maps. If you don’t use personas in your maps, then you probably don’t design around specific types of customers. And that’s a real risk. Because […]

CXOs: Three Ways to Help Save Your CMO’s Job

According to Forrester Research, 30% of CEOs indicated that they are going to fire their CMOs this year. The primary reason? Too many CMOs haven’t adjusted to the concept of the customer journey that fluidly moves across touch points. According to Forrester’s Shar VanBoskirk, “Businesses are in a ‘post-digital era’ in which customers don’t think […]

Half of all journeys maps fail to drive change. Don’t be a statistic.

Customer journey maps are a customer experience (CX) leader’s best friend. Done well, a journey mapping initiative aligns your teams around a shared vision to an improved customer experience. Effective journey maps engage your entire company to align on your customers’ moments of truth, showcasing how to create more loyal customers. Unfortunately, these initiatives fail […]

Help your B2B clients, help yourself

As a B2B company, you have a great opportunity to see the big picture that is hidden from your clients. By serving multiple clients, you can see something they can’t – and that they most definitely need to know. Your clients use your products and services in a vacuum. They probably have a good idea […]

It Takes a Broad Team to Improve Customer Journeys

I recently participated in a round table sponsored by Barclaycard Business discussing the importance to e-commerce businesses to plan and understand their customer journeys. You can read more about the round table here. We discussed numerous topics. But one we agreed upon was the need to simplify the experience. Customers aren’t willing to figure out […]

Every customer experience project is a culture project

Culture is the biggest determinant of effective customer experience. While that’s especially evident in the service space, it’s also true for every other type of company. When your culture focuses more on its own viewpoint than your customers’, you end up with convoluted processes, terrible return policies, and overly-complicated products. That’s why I was happy […]