Minneapolis CX

Minneapolis Customer Experience

Learn more about customer experience best practices from expert consultants around the Twin Cities area. These leaders in customer experience consulting have a lot to offer, and can help get you started on your own journey to improving your customer experience.

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

Press Release: Heart of the Customer and Usermind Partner to Accelerate CX Innovation for Enterprises

SEATTLEJan. 22, 2020 /PRNewswire/ — Heart of the Customer (HoC), one of the nation’s leading journey mapping consultancies, and Usermind, a pioneer in Experience Orchestration (XO), today announced a strategic partnership that will revolutionize how businesses map, orchestratNe, and optimize their customer journeys.

The demand for ROI on experience-focused initiatives is higher than ever before, and Forrester predicts one in four customer experience (CX) professionals will lose their jobs in 2020 because they’re unable to show a positive business impact for their programs. Improving the CX is board-level priority in every business sector, but executives want to see results, and are looking for new strategies and technologies to achieve their goals. This innovative partnership will get it done.

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Nicole Newton and Ben London-Customer Journey Mappers

Two Days to Journey Mapping Mastery


Nicole and Ben

The Heart of the Customer blog is a place where we share our insights on journey mapping, offer best practices based on our experiences, and share CX practitioner interviews – and we don’t normally place promotional items here. We are making an exception this week; aJim Tincher and I prepare to release our journey mapping book this monthwe want to get the word out about a new Heart of the Customer offering: a two-day, hands-on journey mapping workshop that will provide all you need to map journeys that drive action in your own organization. 
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Heart of the Customer Team

New Year Must-Reads from Heart of The Customer

As you head into the new year, here’s some Heart of the Customer favorites to add to your 2019 reading list.

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Stop Bribing Your Employees for Good NPS Scores

We’re early in Customer Experience (CX) capability development, and I absolutely love it! We’re discovering the best practices that our successors will take for granted; “of course that’s how you do it.”

Unfortunately, being in this early stage means that some “best practices” aren’t. Some actually hinder the goal of improved CX – to create loyal customers who love your brand and come back time and again.

One “best practice” that can create a terrible customer experience is paying employees to achieve good NPS, or Customer Satisfaction, scores. This needs to stop.

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Life Insurance Journey Map

Journey mapping tools don’t address the most critical challenges.

There are a ton of journey mapping tools out there. I’m most familiar with Touchpoint Dashboard, but I’ve had demos from many others. They all excel at certain components of journey mapping, but they don’t (and probably can’t) address some of the largest problems.

That’s because the biggest reasons journey maps fail have nothing to do with digital problems; they’re analog. As we’ll discuss tomorrow, the biggest problem in journey mapping is that it’s done in silos. Small teams are created to do journey mapping. Those small teams intimately learn the customer experience, but because they don’t control the critical touch points, the effort fails to drive change.

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We still have challenges navigating trade-offs when deciding what to map.

Most journey mapping projects fail to drive change. That’s what we discovered when we surveyed practitioners who have conducted such projects (learn more about this survey in our white paper, “Driving Change Through Journey Maps”).

One leading success factor is selecting the right journey to map, and it’s the first place that problems occur because it requires trade-offs. Do you want an end-to-end map or one of a specific sub-journey?

An end-to-end map is interesting. Seeing the customers’ journey from beginning to end helps us to understand where the points of friction are and helps prioritize places where issues need to be fixed. Unfortunately, that end-to-end view isn’t always the best way to improve the customer experience.

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Healthcare Customer Journey Map

Journey mapping has become a must-have approach to customer experience

Before it became a business five years ago, Heart of the Customer was a blog I started when I was leading CX at a Fortune 100 company. Along the way I learned about journey mapping, and created the post Customer Journey Map – the Top 10 Requirements to reflect the limitations I saw at the time. That post has since had over 108,000 views, including over 4,000 in the last year. When I started the business, that post drove us to number 1 in any Google ranking on the topic – journey map, customer journey map – even “journey mapping software,” we didn’t even offer software!

Since then, journey mapping has become even more popular, as you can see from the chart on the right.

Journey mapping is now the go-to customer experience tool, and has been discussed in Forbes, the Harvard Business Journal, and countless other journals.

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Heart of the Customer Team

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

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