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.

Are Your “Averages” Obscuring Your CX Opportunities?

If I could only ask you one question to determine if you’re a Change Maker, it would be this: “Tell me about your data.”

Most of the more than 100 CX pros we interviewed in the course of our research last year responded with, “What do you mean?” Or they only mentioned survey data.

But not the Change Makers.

They understand that business data is what the organization runs on. And they have a thorough understanding of the metrics that make up their customer journeys, particularly their organizations’ key performance indicators (KPIs). Read more

Journey Mapping Mistakes to Avoid

The benefits of customer journey maps – static and living – can be transformational for both your organization and your customers. But your maps won’t lead to an increase in customer loyalty or company earnings if your journey mapping process is flawed.

So why do almost two-thirds of journey mapping initiatives fail to drive change?

Because journey mapping is an art and a science, and doing it right is hard. Which makes it tempting to cut corners and rush the process.

But you’re not going to gain anything with those shortcuts if your journey mapping project turns out to be a huge waste of time and resources as a result. And there’s even more on the line than that.

One failed journey mapping project makes it that much less likely that you’ll be able to muster the internal support needed to try again. Read more

Lessons From a Change Maker

It’s hard to overstate how much building an emotional connection with customers matters.

According to the XM Institute, when the emotional experience is rated highly, 76% of customers are promoters. When it’s rated low, only 6% are. More importantly, when the emotional experience is rated highly, 63% will forgive you when problems arise.

But if you haven’t created that strong emotional experience? Only 11% will. Read more

Follow the Chain of CX Value to Drive Impact

Done right, CX is a business discipline where organizations thrive by investing in an improved customer experience. That notion is largely accepted, even though it’s not always practiced.

The challenge there is knowing where to invest.

Success requires finding the sweet spot where an improved experience leads your customers to spend more with you, stick around longer, and/or engage with you in less-costly ways.

So how do you find that sweet spot?

By working the issue backward and managing it working forward, through the Chain of CX Value.

Read more

Interview: Kate Nightingale of Style Psychology

Heart of the Customer’s Jim Tincher sat down with Style Psychology Founder and CEO Kate Nightingale recently, to discuss the role of emotions in the customer experience. (But it’s 2021, so of course “sat down with” means “met on Zoom.”) Below is a lightly edited transcript of that conversation. You can watch the complete video here.

Jim:
So we were on a panel together [The Art and Science of Creating Exceptional Customer Experiences, now available on demand] and we were talking about emotions in the experience. And one of the other panelists brought up the “effortless experience.” Both you and I had a visceral reaction to that book. I have my thoughts, but let’s start with you. Tell me more why you reacted to that. Read more

Turn Your Dashboards Up to 11

Does it take you five hours to update your customer health dashboard, only to have three people barely glance at it?

Worse yet, did someone else send out an Excel report that everyone read instead, even though you have a dashboard for their use?

In other words, is your dashboard on mute? Read below for three ideas related to dashboards that you might not have considered. Read more

One Size Fits All? Not for Metrics!

Imagine if your HR partners told you they were going to use one metric to measure all of your employees, and that should be how you determine each one’s overall effectiveness.

You’d push back immediately.

You’d say that your software developers should have different measurements than your salespeople, who should have different measurements than your trainers and your customer service reps.

And you’d be right.

So, why do we think all companies should use the same customer measurement? Read more

Five Questions To Answer for Customer Journey Mapping Success

Successful customer journey maps drive customer-focused change like improving customer experience, developing a new way to deliver value to customers, or reducing the cost to serve current customers.

Based on a 2016 study of customer experience professionals, over two-thirds of respondents did not rate their journey mapping project as successful. The reason? A lack of action from the mapping endeavor.

When we work with clients at Heart of the Customer, our goal is to drive action from the journey maps. We require our clients to work through the Five Questions as a foundation for their journey mapping. Ask yourself and your team to work through these Five Questions before launching your customer journey mapping initiative: Read more

Don’t Leave Your Customers in the Dark!

At Heart of the Customer, we work across many different industries – in the past six months alone, we’ve partnered with life insurance, SaaS software, healthcare delivery, property and casualty insurance, non-profits, and staffing enterprises.

These organizations serve a wide variety of customers who have very different needs.

Or do they?

We’ve found that there’s one need that crops up in nearly every industry and journey. (It almost feels like we could reuse this section of our recommendations for every client!)

It’s the need to keep the customer informed. Read more

UPS Fail: Mishandled With Care

Operational mistakes happen. If a company handles them well, customers will forgive the occasional lapse.

But UPS’s recent operational lapse on a very sensitive item actually went from bad to worse.

The good news is, we can learn from their mistakes to produce a better emotional outcome for our customers.

And that outcome matters: When customers rate the emotional experience highly, they are much more likely to forgive you for a problem (63% vs. 11%) and much more likely to recommend your brand (76% vs. 6%). Read more