CX Program Strategy

Customer Experience Program Strategy

Implementing a cohesive customer experience program strategy boosts customer loyalty and ROI, because putting the customer at the core of your business creates immense opportunity for growth and development.

Learn directly from industry pros how to execute an effective CX strategy, with the necessary accountability and governance in place to make customer-focused changes. These helpful skills, tools, tips, and resources are key to planning a customer-centric transformation that takes customer engagement to the next level.

The Peak-End Rule’s Missing Piece

I’m a huge fan of author Daniel Kahneman. His first book, Thinking, Fast and Slow is a great CX resource, even though it’s not about customer experience per se. The most valuable takeaway for CX pros is probably “The Peak-End Rule.” As Kahneman explains the concept, you can approximate how someone feels about an experience overall by averaging the peak point of emotions and how the experience ends.

His signature example is a colonoscopy. With that cancer screening, subjects who received a positive test result after the procedure rated the experience lower than those who received a negative result. That unwelcome news at the end of the experience led patients to recall the entire experience as worse, even though, rationally, the procedure was the same regardless of the outcome.

(All CX leaders should familiarize themselves with the Peak-End Rule. But I’m not gonna lie: Kahneman’s book is a tough read. However, it will make you a better CX leader if you invest the time and focus to tackle it.)

The Peak-End Rule is a terrific guidepost for CX, and Kahneman cites great research that applies to many of our clients. It works well for customer experience. Much of the time.

But… Read more

Qualitative Research: Are Your Teams Up to the Task?

As Heart of the Customer’s CX Practice Lead and a long-time marketing research practitioner, I’m always focused on gathering the most accurate data to answer the problem at hand. Why are sales lower than anticipated? Why is the customer retention rate lower than projected for certain product lines? What can we do to make it easier for customers to work with us?

Back when I was first developing marketing research methodologies, I considered how to gather data as quickly, accurately, and cost-effectively as possible.

Internet-based surveys were relatively easy to conduct and could get me results fast…as long as I had access to email addresses. But with response rates less than 1.5% – on a good day! – I worried about non-response bias. Read more

Survey Says: Close the Loop!

I’m going to channel my inner Steve Harvey and imagine we’re playing a CX-themed Family Feud:

One hundred CX Leaders were surveyed and asked, “How can you quickly show tangible value from your CX program?”

And the survey saaaaaays…Close the loop!

Over the past six weeks, I have talked to a lot of CX professionals/nerds/geeks/leaders. That includes practitioners at Fortune 100 companies, people in Finance, and a variety of others. Over and over, I heard the same refrain from smart, well-intentioned people in programs struggling to show value. They lamented that are just not able to get the attention of the people they need to reach. That, in turn, means they can’t get the budget to make significant strides. Read more

examples of customer journey mapping

Customer Journey Mapping Examples

I’m often asked for customer journey mapping examples – where are organizations using journey mapping that is truly driving change. examples of customer journey mapping

Of course, the results vary significantly depending on the selected business problem, journey, and customer selected – three of our five questions. Two similar organizations can have very different outcomes based on how they answer the question.

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How to Measure CX Impact

We CX folks love to discuss measurement. If you want to fill a room at a conference, just put the word “metric” in your session title, and you’re good to go. Mention “Net Promoter Score” or “Customer Effort Score,” and you’ll need to order more chairs. That’s because we spend so many of our waking hours – and for some, sleepless nights – trying to figure out how to measure CX impact.

The role of measurement in CX success was one of the most evident takeaways from our hundreds of hours of interviews with CX leaders

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The Customer Journey Mapping Process That Drives ROI

Customer journey mapping lays a strong foundation for the success of your customer experience initiatives. But only if it’s done right. So having a research-backed customer journey mapping process is critical.

Unfortunately, that’s where most journey mapping initiatives go wrong. Almost two-thirds fail to drive action. That’s not all that surprising, since most neglect to include a change management approach.

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B2B CX Strategy Trends That Should Be On Your Radar

Managing a B2B experience isn’t more or less difficult than managing a B2C experience. It’s just different…and more complex. The need to understand multiple levels of your clients drives that complexity and is critical to a successful B2B CX strategy. You have to analyze the journeys of decision-makers, influencers, and users, as well as how each of those journeys impacts your client’s ongoing loyalty. 

As I’m working on my new book, Do B2B Better: Driving Growth Through a Game-Changing Customer Experience, I think it would be helpful to share some B2B CX strategy trends that should be on your radar.

You don’t have to think about these. That is, as long as you’re okay with being among the 3 out of 4 who can’t show impact from their work. But if you’re a true Change Maker, these are the types of issues that might keep you up at night. Read more

Unleash the Power of Social Proof

At Heart of the Customer, we recently had a software client who wasn’t winning as many sales as they expected. We mapped their customers’ pre-sales journey and found that the company was laying out their best practices, but prospective clients were ignoring them.

They just didn’t consider our client a trusted authority.

It’s common problem facing CX pros. You see your customers making “bad” choices, such as not making the best use of your company’s products or services. So you create communications to share the recommended approach.

But you just can’t get customers to change their behavior.

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Do You Need a CX Vision?

“One of the first things you do when you stand up a CX program is to create a CX vision.”

It’s said so often that it’s pretty much a cliché.

It just seems to make sense. It also aligns with John Kotter’s 8-step change management program. I wrote about this a few years ago, and I’ve repeated this message myself more than a few times.

But late last month, while talking with a new client about all that you want to do when establishing a CX program, I heard myself say it again and paused. Read more

Empathy in Action: A Primer on Effecting Change

Change management is a critical skill when leading company growth and responding to digital disruption. As the processes, policies, technology, and culture needed to drive improved experiences shift, customer experience (CX) must shift, too.

Utilizing and combining these elements effectively is what makes customers want to spend more with you, stay longer, and actively refer others.

But of course, driving this transformation is easier said than done.

Effecting change is challenging enough in our personal lives, when we have only our own actions and goals to contend with. To guide an entire organization through a customer-centric transformation…well, like they say, a picture is worth a thousand words, and this is the picture that scenario brings to mind: Read more