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 […]
About Jim Tincher
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Entries by Jim Tincher
Something different. I was recently interviewed by Netscout as part of their Expert Interview Series for CIO Brief. A copy is below. Enjoy! Jim Tincher is the Mapper-In-Chief of HEART OF THE CUSTOMER, where he helps brands understand how hard it is to be their customer. We recently asked for his insight on how businesses can better […]
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 […]
A customer room is a fantastic way to communicate just what it’s like to be your customer. Jason Kapel of Prudential discussed their customer room at a CXPA meeting, and I asked him to share his experience with our readers. How did you come up with the idea of a customer room? I wanted to […]
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 […]
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 […]
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 […]
Steve Eagon is the Director of In-Clinic success at Unitron. In his role, he works directly with clinics to directly help them improve their patient experience. Steve and Jim have co-presented at multiple conferences, so we asked him to explain his approach towards building an improved patient experience. As someone who is very patient-focused in […]
You wouldn’t play soccer without your forwards. You’d never try basketball without guards. So why do so many teams try to win at CX with only a partial team? At HoC we’ve had the amazing opportunity to work with all kinds of companies: non-profits, retailers, insurance companies, you name it. The one consistency is a […]
We often get calls from organizations who want to hold a journey mapping workshop, but have no time or budget for research. Our willingness varies depending on what the client is looking to accomplish. There are times when a workshop is absolutely the best journey mapping methodology – and times when it’s a train wreck. […]
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