Customer Experience Surveys

What is a Customer Experience Survey and How Can it Help My Business?

Customer experience surveys allow us to gather data regarding customers’ opinions and perspectives about their personal experience with your business. The insights gained from these surveys are invaluable, as they provide data that can help identify what matters most to the customer. They unveil problem areas and highlight areas for further growth and development. A customer experience survey is a powerful tool. Creating a customer experience survey is about more than asking how “likely are you to recommend this business?” It’s about asking the right questions and showing you value your customer’s feedback. Learn more below.

Make the Most of Your CX Toys – er, Tools

I remember the joy of getting a new Lego set as a kid, and I see the same joy in my kids now, when they do. It’s hard to contain the temptation to rip the box open, dump the pieces out, and start building. Inevitably, I’d end up with something that kinda sorta looked like what was on the cover of the box, and always, a few ‘extra’ pieces left over.

The same temptation exists with new CX toys.

You get a voice of the customer (VoC) platform like Qualtrics and pump out a survey, because you can and it’s so easy! You buy a state-of-the-art journey orchestration engine (think Usermind), build a journey, and get creative with some actions! In both cases, more likely than not, you end up with something a little ugly and not very useful. 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

Heart of the Customer

When CX Is a Matter of Life or Death

If you’re reading this, you probably already know that customer experience (CX) is important. But even the staunchest CX advocates might not realize that CX done right can save lives.

Earlier this week in this space you met Lee Becker, Chief of Staff of the Veterans Experience Office (VEO) of the Department of Veterans Affairs (VA). He discussed the challenges of integrating CX principles into governmental structures, and the four CX capabilities – Data, Tools, Technology, and Engagement – on which the VEO’s successful program is based.

Today we focus specifically on how the VEO is maturing its data capabilities to address trust, a fundamental component of customer loyalty and satisfaction.

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

Dustin Kirkpatrick Unsplashed

Are You Ready for Your Close-Up? Using Video to Bring the Customer Experience to Life

Dustin Kirkpatrick UnsplashedThis post, written by Heart of the Customer B2B Practice Lead Nicole Newton, is the third in a week-long series about some of the ways journey mapping differs from traditional market research. Guest authors Corey Pawlak, Cathy McLane and Nicole Newton will share their expertise in recruiting and interviewing B2B customers, why 10-page reports are better than 50-page reports, and using video to bring the customer experience to life. 

As a long-time marketing research practitioner, I am focused on gathering the most accurate data to answer the problem being researched. Why are sales lower than anticipated? Why is our customer retention rate lower than projected for certain product lines? What can we do to make it easier for customers to work with us?

Read more

How to Recruit and Interview B2B Customers for your Customer Journey Mapping Project

This post, written by Heart of the Customer Project Manager Corey Pawlak, is the first in a week-long series about some of the ways journey mapping differs from traditional market research. Guest authors Corey Pawlak, Cathy McLane and Nicole Newton will share their expertise in recruiting and interviewing B2B customers, why 10-page reports are better than 50-page reports, and using video to bring the customer experience to life.

In journey mapping, customer interviews are used to validate, refine and revise internal beliefs about customer perception and experience with your firm. It’s essential for understanding and reflecting the voices of actual customers. Therefore, recruiting customers to interview for the customer journey mapping process is a crucial—yet potentially time-consuming—step.

The first step is to define the targeted interview pool criteria.

Read more

How Journey Mapping Differs from Traditional Market Research

We find a lot of confusion in the marketplace around journey mapping. Some think that journey mapping is just a workshop where you take all the people who created your broken, siloed experience, give them Post-It Notes, and Bam! You have a journey map. Others go the opposite direction, considering journey mapping to be traditional market research with a nice-looking report. It’s this latter group that we’re focusing on this week in a series of posts about what exactly is different between traditional market research and best-practice journey mapping. Read more

Collecting Information About Your Customer’s Journey: What’s the Right Approach?

 

Note: We’re celebrating the upcoming launch of our new book, “How Hard Is It to Be Your Customer? Using Customer Journey Mapping to Drive Customer-Focused Change,” by Mapper-In-Chief, Jim Tincher and B2B Practice Lead, Nicole Newton. In the book, we introduce five journey mapping questions to answer as you launch your customer journey mapping effort. 

Three weeks ago, Jim walked through “What’s the Business Problem or Opportunity?,” two weeks ago Nicole introduced the topic of “What is the Right Journey?” and last week Jim wrote about “Who’s the Right Customer?

Interested in the five journey mapping questions? Watch the intro to our youtube series on the topic here.

Once you’ve defined the customer and the journey you would like to map, you will need to select the best approach to collect information about the experience. 

Read more

How Hard Is It to Be Your Customer Journey Mapping Book

Introducing “How Hard Is It to Be Your Customer? Using Journey Maps to Drive Customer-Focused Change”

How Hard Is It to Be Your Customer book

At Heart of the Customer, we’re pleased to introduce our forthcoming book on journey mapping best practices!

Journey mapping opens up extraordinary avenues for business growth, but only when done wisely and well. Through insight from CX pros, extensive research, and real-world case studies, you can learn the best way to capture your customers’ experiences to drive action that gets results, boosting loyalty, satisfaction, and your bottom line.

Read more

Why your CX Program isn’t “Winning”

Two weeks ago, I posted “Is Customer Experience a Missed Opportunity?” and shared CCW’s 2018 Market Survey. The report discussed the fact that many customer experience (CX) programs are failing to drive change. There were multiple takeaways; only 9% of programs said their primary use of journey maps was “to ‘orchestrate’ predictive and/or proactive engagement,” whereas 31% primarily used them “to fix ‘pain points’ in the experience.” This was one of many reasons CX hasn’t been having a strong impact in many organizations.

Read more