Customer Centric Culture Change

Driving Customer Centric Culture Change

Customer experience is about more than simply offering great service. It’s about ensuring your customers are happy throughout all stages of their experience with your business. If you put your customers and their experiences at the core of your business culture, you can create lasting customer value and loyalty.

By implementing customer centric culture change into your organizational structure, your business can reach its full potential. Jim Tincher, CX expert and founder of Heart of the Customer, shares his tips and experiences below to help you drive customer centricity in your business.

Reflections after Five Years of Journey Mapping

Last month we celebrated Heart of the Customer’s 5th year anniversary. The team got together to share where we are, discuss best practices, plan for the future, and—most importantly—to celebrate! We were also grateful to have Angelica Bonacci from Allianz come to tell us about the ways her organization is using our journey mapping work to drive internal change.

This led me to reflect on what has occurred over the last five years in terms of journey mapping as an art. Next week, we’ll have five posts discussing journey mapping and how it has changed. The five are:

  1. Journey mapping has moved from a nice-to-have to a must-have in customer experience.
  2. We’re still challenged by navigating trade-offs when deciding what to map.
  3. Too many see journey mapping as just a workshop.
  4. Journey mapping tools still don’t address the most critical challenges.
  5. Journey mapping is still happening in silos.

These all reflect, to varying degrees, the five journey mapping questions that you should consider before embarking on a project: Read more

It’s not Necessarily a Design Issue

I regularly receive emails that go something like this: 

I have almost completed my organization’s journey map! Can you give me some design suggestions before I share it with my company?

This request comes from a good place, a desire to educate the company about the customer’s journey, but after a few questions, it quickly falls apart. There are at least three problems with this request. 

Read more

A Successful B2C Engagement Tactic Applied to B2B

I recently purchased a new phone, so of course, I need a new case. I’ve loved my Carved wooden phone case, so I ordered another, but this time they did something new.

When my new case came, it included something special. In addition to sending the standard packing and instructions, Carved included a “trading card” with information about the designer, Cayla. This created an instant impact. I was no longer a customer of some company. Cayla designed my case! After reading her bio, I liked my case even more.

Read more

Trust: I Don’t Think Wells Fargo Gets it Yet

I attended an excellent conference today. The Carlson School of Management sponsored their second annual Ignite Conference which focused on “Protecting Trust in Today’s Consumer Journey.”

The opening speaker gave some great stats about trust, including research that 73% of the variance in how customers have trust with you is predicted by team members’ trust of the organization.

At the end of the day, Wells Fargo’s Chief Marketing Officer Jamie Moldafsky spoke on their journey to regain trust. It was a well-crafted speech, showcasing all that Wells Fargo was doing to admit wrong-doing and earn back the trust earned over 150+ years in business.

All in all, it was impressive. But two warning signs have me concerned that they have further to go than they think. Read more

Do you have what it takes to succeed at CX?

Have you taken a look at our latest whitepaper? Also accessible from the resources page, it details strategies and insights for ensuring that your next CX initiative is a successful one that will pay for itself with opportunities for profit and growth.

Access it here: How to Select a CX Platform for Maximum Impact


Interested in workshops? Read more here.

Interested in journey mapping? Read more here.

Interested in improving your CX? Read more here.

CX Webinar Invitation, August 27th

Do your employees love your company?

Jim Tincher joins Shiftonomics to break down the customers’ journey, and how strongly it is impacted by corporate culture and the effort the company puts into empowering its frontline teams.

You’ll Learn

  1. How to hire people who care
  2. Keys to maintaining employee engagement
  3. How to map each customer’s journey
Taylor Pipes

About Taylor Pipes and Jim Tincher

Taylor Pipes, an industry specialist from Branch Messenger, is joined by Jim Tincher to talk about the customer and employee experience. With a lifelong passion for customer experience, Jim founded Heart of the Customer to help companies of all sizes increase customer engagement.

Reserve your spot here.


Interested in workshops? Read more here.

Interested in journey mapping? Read more here.

Interested in improving your CX? Read more here.

Don’t Neglect Self-Service to Engage Customers

You probably don’t view Amazon as a competitor. That’s where you’re mistaken. 

When we look to build a better CX, it’s natural to focus on our people. After all, they are often the heart of our customer experience. 

However, while we need to ensure a strong person-to-person experience, we also need to make sure the experience is strong even when customers don’t want to talk to our people. The research shows that we’re not doing so well there. Read more

How do you operationalize “Customers are our #1 priority”?

I recently moved to a new part of town, and the local Wendy’s has “We love customers” on their placard. My dry cleaner has the same message printed on their hangers.

Who cares?

What is the purpose of such a generic statement? Do other dry cleaners have hangers that say, “We’re really indifferent about customers, but thanks for using us”? Do they expect an emotional connection to result from this supposed outpouring of love? I guess it’s possible – but very unlikely. Read more

An Interview with Devin Anuzis of Benchmark Senior Living

Devin Anuzis is Corporate Manager, Customer Experience at Benchmark, the leading provider of senior living services in the Northeast. Serving as the “voice” of the customer program, Devin manages multiple feedback channels and deciphers the feedback for company stakeholders to ensure the customer’s voice is clearly heard and considered in all decisions. In her role, she combines her experience in marketing and communication with her strong, empathic nature to respond to every form of customer input. 

Devin joined Benchmark in 2013 as Coordinator of Customer Experience after receiving a master’s degree in business administration from Lynn University with a focus on mass communication and media management. She earned a bachelor’s degree in marketing from the University of Tampa.   

A former Division 1, intercollegiate soccer player, Devin is an eager traveler and animal-lover living in Norwood, Massachusetts, with her husband, George, and their toy poodle, Summer, and cockapoo, Wesley.  

Contact Devin at Danuzis@benchmarkquality.com. 

Tell me a little about your organization and your role within it. 

Benchmark Senior Living was founded in 1997, and we now have 56 properties throughout the northeast, from Vermont to Pennsylvania. Our goal is to provide exceptional care, but our mission focuses on the whole experience of our residents and family members. We provide assisted living, memory care, independent living, and we also have 4 continuing care retirement communities with skilled nursing capabilities.  

I oversee the customer experience—more specifically relating to the family members or influencers, but I also support our teams that oversee the experience of our residents. I’m also fortunate enough to be involved in a lot of the more strategic discussions that happen throughout the company—anything that would involve our residents and family members. 

We recently did a complete rebrand of the company—a new mission statement, new vision, new values. Our focus is on transforming lives through human connection, and in turn that’s all about the experience we provide to our residents and family members and anyone who interacts with our organization. Our CX is really at the heart now of who we are as an organization.  Read more

Stuck? Here are Three Ways to Gain CX Traction

As one of the CXPA’s CX Experts, as well as a journey mapper, I’m often called by companies trying to create momentum for their CX program. Sometimes it’s a midsize manufacturer trying to start their CX program. Other times, it’s a Fortune 50 company who has a program, but seeing its influence wane.

I wrote a white paper on starting a program, in conjunction with Intouch Insight. In it, I walked through the CXPA’s six CX disciplines (CX Strategy, Customer-Centric Culture, VOC Customer Insight & Understanding, Experience Design Improvement & Innovation, Metrics & Measurement, and ROI & Organizational Adoption & Accountability). All six are critical to a successful program.

But most people who call know they need to do all this. That’s not the question. What they really want to know is: how do they build momentum? “How do I break through the noise, in order to get the company’s attention, so I can get permission to build a CX-focused design and governance program?”

If you’re stuck and can’t get the attention, focusing on all six disciplines equally is the surest way to stay stuck. To gain this attention, you need to hit your employees – and your executives – in the gut. You need to create a visceral connection to your current customer experience and its limitations. And the best way I know to do that is through visual voice of the customer. Read more