Customer Experience Vision

CX Vision

Developing a customer experience vision is the first step in pursuing organizational change for the way your business provides services to its customers. Design and implement your future-state CX vision by developing ideas and prioritizing initiatives. A customer experience vision clarifies these aspirations and why they matter to your customers.

An Effortless Experience Isn’t Enough

In CX, we all focus on making the experience easier on our customers. (We even made it the title of our book.) But building loyalty isn’t as simple as removing friction.

Don’t get me wrong. It’s definitely worthwhile to simplify your customer experience. Friction is a key driver behind loyalty destruction, and your organization will benefit from streamlining processes and making it easier for customers to resolve issues.

But it won’t build fans who will go out of their way to order from you. That takes something bigger. Read more

For B2C, Cleanliness Is the New Black

Let’s not beat around the bush: $#@&*%! coronavirus trashed your journeys.

Prior to the pandemic, organizations had clear strategies on how to serve their customers, working to deliver an ever-improving experience to earn loyalty.

A better experience is still required…but how we go about providing it – and what “it” even is – has completely changed, particularly for B2C companies, where among other things, face-to-face interactions now take place mask-to-mask.

When I hosted a fireside chat earlier this month with Alison Circle, the Chief Customer Experience Officer for the Columbus Library system, she told me how difficult new protocols necessitated by the pandemic have made it to forge personal connections between staff and customers. But safety just has to come first. Read more

Create a Compelling CX Vision

Rallying your teams to move to a more customer-focused approach requires letting them know what needs to be done. And nothing is more effective at accomplishing that than having a compelling CX vision for what the future looks like.

A clear vision is the accelerator for customer experience (CX) change. Sure, you can improve the experience without a vision – but it will be much more difficult.

A compelling vision is Kotter’s third step in change management. (I’ve explored the first two steps here and here.) As the firm explains in 8 Steps to Accelerate Change in Your Organization, “You can’t appeal to people with data and facts alone. You must also account for how people feel. If you can provide greater meaning and purpose to their efforts, amazing things are possible.” 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

CX for Skeptics

Three Ways to Show Business Impact for Your CX Program

CX for SkepticsHere’s a story I’ve seen played out multiple times:

An executive believes in the power of customer experience (CX). Perhaps they read an article, or they heard about a CX program another company offered, or saw a competitor speak at a conference. For whatever reason, the executive saw the light, and wanted a CX program of their own. They hire someone to run it and tell them, “Just drive change. I’ll take care of making sure the other executives are on board.” Their employees implement surveys and work to engage the business, confident they’re making a difference. They present their survey results to whoever will listen, and lobby other silos to improve the experience in order to improve survey results. All is good.

Then that executive leaves. Sometimes by choice, sometimes not. 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.
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

In CX, Relationships Matter

A few months ago, I was interviewing a Senior VP customer of my client, and asked her, “Do you have a relationship with [my client]?” She replied, “Well, yes, we have a commercial relationship…” I cut her off (probably a bad thing to do in an interview!) and said, “I’m sorry, I didn’t explain myself well. Do you have a relationship with my client?” 

She stopped, thought about it for 10 or 15 seconds, then responded. “Actually, I don’t. A few years back I did, but not anymore.” She continued, “You know, I get a call from a competitor each week. And now it’s easier to take those calls. Because, since I don’t have a relationship, I don’t feel like I’m letting anybody down.” 

My client – who was in the room with me – listened to this exchange, and the power of her client’s comment stuck with her. She realized that you can make the experience easy. But without a relationship, it might not matter. Read more

Don’t Ask How to Get Executives to Care About Your CX Program; Ask Instead How You Can Support Your Executives

I go to a lot of Customer Experience (CX) events. Although I learn a lot of new things, I also hear some common concerns throughout all of them. No matter the venue, you can be certain that somebody in the audience will ask a presenter, “How can I get executives to care about customers?”

That’s the wrong question. Believe it or not, your executives actually do care about your customers. These are smart people, and they know that pleasing customers is the secret to success.

They simply don’t care about your so-called “customer experience” program. Read more