Driving CX Culture Change

Driving Customer-Centric Culture Change

Customer experience is about more than simply offering great service. It’s about delighting your customers during every interaction with your brand. Driving customer-centric change within your organizational structure helps your business reach its full potential and sets you apart from your competitors.

Putting your customers at the core of your decision-making processes creates lasting customer value and loyalty, and increases profitability. Heart of the Customer shares change management best practices to help you drive customer-focused change to transform the way you do business.

To Spur Action, Create a Sense of Urgency

I wrote last week about the importance of change management for customer experience (CX) programs, using John Kotter’s model. This post dives deeper into Step One of his approach: creating a sense of urgency.

Without a doubt, this can be challenging. If your company is doing well, it’s hard to get people’s attention. Why tinker with anything if the business is growing? Conversely, if your company is struggling – as, due to COVID-19, so many currently are – noise and anxiety make it hard to focus.

When we look at successful CX programs, this is often where they move ahead of the pack. Those programs are creating a sense of urgency while others are content to focus on survey scores.

There are infinite ways to create a sense of urgency, but below are a few approaches you can try. Read more

CX Needs Change Management

You probably moved into customer experience (CX) because of a passion for customers. You chose this space because you know that if you can improve customers’ experiences with your company, they will be happier, they’ll stay with you longer, and both the business and your customers will prosper.

But actually improving the experience is hard.

If you’re like most of the 85 CX professionals we’ve interviewed so far this year, the reality has hit you that it’s incredibly difficult to move your silos enough to substantially improve the customer experience. That’s where change management comes in. It’s the missing element in most CX programs. Read more

The Secret of CX Success

Swing for the fences! Shoot for the Moon! You got this! 

During my many years as a high school and collegiate lacrosse player and coach, I heard (and said) encouraging platitudes like these more times than I can possibly count.  

But I think many CX professionals – myself included – could benefit from a reminder of just how much confidence caimpact outcomes. 

Read more

The Myth of the Customer-Focused CX Leader

Back in February (which feels like a century ago!), our analyst Diane and I were at the offices of Legrand AV, interviewing VP of Customer Experience Laurie Englert and her team. During a break, I turned to Diane and said, “There’s something here. I’m not sure what it is, but something stands out as different.”

“I know what it is,” she said. “Each one of them mentioned how they talk to customers multiple times a week.”

That was it! And it definitely separated Laurie and her team from the other 82 or so CX professionals we’ve interviewed so far this year. Read more

Empathy.

A key outcome of our work at Heart of the Customer (HoC) – and the essence of CX as a discipline – is to create empathy. That’s how we help our clients better understand their customers.  

When empathy is high, organizations are more likely to serve their customers better. They invest in the right initiatives and are rewarded with loyalty, which increases profits, which inspires further efforts to improve the journey. That mutually beneficial cycle is the foundational belief behind what we do. And it’s rewarding work.  Read more

Is IT the ‘It Factor’ for CCOs?

Chief Customer Officers (CCOs) are popping up in boardrooms across Fortune 500 companies in ever increasing numbers. Those chosen for the position often come from Marketing or Customer Support, as those disciplines are thought of as having the most interaction with customers, making them seem like a natural fit. But are those departments really the best pipeline for filling CCO roles? I don’t think so.
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Don’t Boil the Ocean

When Eating the Elephant, Don’t Boil the Ocean

I’ve interviewed about twenty CX pros this year, as we work our way up to 100 interviews exploring the current state of CX as a discipline. What I’m finding is that the massive nature of the end-to-end customer experience makes for some daunting challenges.

CX is the totality of all interactions between customers and your brand. This includes your sales team, your website, your product experience, your customer support, your third-party partners, Google, advertising, etc. Trying to move that big a needle is overwhelming. I’ve spoken with many who have led big initiatives – simplifying experiences, reducing unnecessary touchpoints, training reps to provide a better experience – without budging the company’s overall customer scores. What’s to be done? Read more

The-“Why”-Behind-CX-Pros’-Failure-to-Prove-Business-Results

The “Why” Behind CX Pros’ Failure to Prove Business Results

The-“Why”-Behind-CX-Pros’-Failure-to-Prove-Business-Results

while back, I posted here on Forrester’s prediction that 1 in 4 CX pros will lose their jobs this year. When CustomerThink reposted my thoughts on this, it generated a great conversation, with Sampson Lee, Shep Hyken, Lynn Hunsaker, Harley Manning, Bob Thompson, and others weighing in in the comments section.  

One issue that came up repeatedly was why  CX Pros don’t tie into business results. Here’s my take in a nutshell (see the post for my full response and what others had to say):  Read more

Heart of the Customer

Exploring Customer Journey Mapping – An Interview with Jim Tincher

Today’s blog post features an interview of Jim Tincher completed by SurveySparrow, the maker of widely celebrated online survey software. They asked such great questions around Heart of the Customer’s origins, Jim’s involvement in the CXPA, and how to best use customer surveys, we felt like it had to be shared!

Read more

1 in 4 of you will loose your job this year

Why 1 in 4 of You Will Lose Your Job in 2020

1 in 4 of you will loose your job this yearYour CFO doesn’t care about your customer experience (CX) surveys. She cares about the health of the business, and it’s unlikely she sees a direct link between your survey scores and the measurements she follows.

Meanwhile, your CEO is focused on your customers, but that doesn’t mean he cares about your surveys, either. As one business leader confessed to me, “I keep seeing these survey scores saying we’re doing great. Then I meet with customers who they tell me how frustrated they are. So I don’t believe in the surveys.”

By extension, that means he doesn’t believe in his CX team.

So by focusing on customers’ scores, you’re at risk. Forrester predicts that one in four CX pros will lose their jobs in the year ahead, because they aren’t showing business impact. Read more