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!
Interviews with CX Experts
Interviews With CX Experts
CX is the backbone of every business – any CX expert can tell you this. And what better way to learn about CX than from the experts themselves. We’ve interviewed a variety of CX experts from around the world and gathered their valuable insights below.
I’m returning from a two-day Action Workshop, wrapping up a four-month journey mapping project. In the first day, we shared the literal voice of the customer, collected through 46 video interviews with customers. These video interviews shared the power of when the customer experience goes right, as well as the ramifications of when it goes wrong. At one point, there were audible gasps from the attendees after one former customer shared his experience with our client. Read more
Marlanges Simar is the Director of Customer Experience at Prime Therapeutics (Prime) managing their CX (Customer Experience) Architect team. Prime manages pharmacy benefits on behalf of health plans, employers and government programs. I interviewed her to better understand their role, and how they help Prime improve the customer experience.
CX architects play a strategic role in improving the experience of our different customer groups (members and health plan clients), as well as the prescribers and pharmacists we work with. This can range from fixing a problem to reworking or developing an entirely new portion of the experience.
Last week I wrote about the Gartner CX Pyramid, an interesting maturity model. This week I’ll go into how to use journey mapping best practices to move up the model based on Gartner’s description of the model on their public website.
Selecting the right journey mapping approach requires you to understand where you are on the model and where you aspire to be. An inaccurate assessment will create waste; attempting to create a Proactive-level approach with only a Communication-level infrastructure will be expensive and ultimately frustrate customers instead of creating loyalty. Similarly, using a lower-level approach won’t have sufficient impact with higher-level design capabilities. Journey mapping doesn’t exist in a vacuum – it requires enough staffing and leadership to implement the changes that come out of it. Read more
In part-one of our interview, Jim – founder of Heart of the Customer and Certified Customer Experience Professional (CCXP) – provides many great insights for customer experience (CX) professionals looking to build a standout CX program across their organization.
In part-two, Jim continues the conversation with:
- How to lead change towards a more customer-centric organization
- The biggest CX misconception
- The business value of great customer experience
- Where to invest first in your CX transformation
I recently did an interview with Intouch Insight–see below for Part 1.
We recently sat down with Jim Tincher, founder of Heart of the Customer and Certified Customer Experience Professional (CCXP), to get his take on the customer experience landscape and how it is changing in 2018.
In part-one of this two-part article series, Jim discusses several key topics around customer experience (CX):
- The importance of Customer Experience Management (CEM)
- Where companies should focus their efforts in the early stages of developing a CEM program
- Key challenges CX professionals face and how to overcome those challenges
- Innovations in technology that will shape the future of CX
I had the opportunity to join The CX Show, with SaleMove co-founder and CEO, Dan Michaeli. Here’s their summary:
Jim defines customer experience as the overall experience customers have with you across all touchpoints and even beyond. It typically begins in the call center and extends to the company website, apps, your sales representatives, your advertising, and all the different touchpoints a business has with their customers. To take it a step further, Jim says that customer experience is broader than just the deliberate interactions a customer has with a brand, it includes everything that impacts your business, including backend policies. In other words, the perception of the company through the customer’s eyes is also part of the experience.
One particular project that was highlighted in the podcast was Jim’s work with Meridian Health (now Hackensack Meridian Health). The problem that Meridian was facing was understanding the advanced radiology journey (CT scans, ultrasounds, and MRIs) and what that looked like. They wanted to improve that experience in order to build more customer loyalty, because the patients loved the hospital itself, but they were not necessarily choosing them for radiology. Once Jim and Heart of the Customer had worked out a customer journey map with Meridian, the hospital was able to implement a system where they let their patients voice their concerns and opinions and encourage them to take the wheel on their own personal journeys.
When asked about the future of customer experience, Jim said he believes that the future of CX is not surveys or NPS, but instead, it is better internalizing your customers’ emotions and linking that back to the business. In addition, the future of CX is really about action, rather than focusing on reporting information, businesses need to be driving action to improve the overall customer experience.
If you’re interested in learning more about the customer journey mapping experience at Meridian Health, you can listen to our full podcast here!
We sat down recently to chat with Kris LaFavor, Heart of the Customer’s Data Visualization Designer, about her work designing journey maps.
What do you do when you start the process of designing a customer experience journey map?
It’s important for me to have context before I start. I make sure I understand the background material and information in regards to what the client wants to map and what they’re trying to achieve with the map. This understanding ensures that I’m not mapping extraneous information. The high-level information is plotted out first and hierarchy flows from there. Read more
The topic of customer experience has been trending throughout this year. More and more companies put a customer at the centre of their business operations. At Lumoa, we believe that it’s only the beginning. Customer experience and engagement are already changing the way businesses work covering larger and larger industries.
To stay ahead of the time and to be successful, it is crucial to follow the newest trends in CX. There’re great professionals who feel the customer pains and embrace their successes. We introduce a new column in our blog – “Experts in the Spotlight” with our first guest, Jim Tincher.
Jim, CCXP (Certified Customer Experience Professional), is a founder of a CX consulting agency, Heart of the Customer, and sees the world in a special way: through the eyes of customers. Jim is a big fan of customer journey mapping and helps companies of all sizes – from startups to largest corporations to improve customer-focused results.
We had a talk with Jim on the future of customer experience and current trends in the field and wanted to share our findings with you.
I met Beth Berg—a customer experience researcher—at a journey mapping round table at this year’s CXPA Insight Exchange, and really enjoyed her approach. So, I invited her to get together and discuss her approach, and she agreed.
First, tell us a little bit about yourself and your work.
My area of expertise is bringing the voice of the customer into customer experience design efforts. As part of the CX team within a company, I provide research support to our CX efforts. I work primarily via qualitative research, providing data the company can use, but I also work to bring in research conducted by other parts of the company that’s useful to our CX work, such as marketing research, analytics, and competitive intelligence.
It’s great that your company has a dedicated CX team—it sounds like they’re committed to using CX within the company. Where are you and your team brought into the CX process?
I’m fortunate to work for a company that has support for CX at the executive level. CX absolutely has a seat at the table through strategy development. We involve VPs and Senior VPs from across the company in CX design through workshops—all facilitated by a CX Architect and informed by research. Read more
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- To Spur Action, Create a Sense of UrgencyAugust 6, 2020 - 6:00 am
- CX Needs Change ManagementJuly 31, 2020 - 9:16 am
- Experiences Designed for Everybody Satisfy NobodyJuly 22, 2020 - 6:00 am
- Chase Business Results, Not Survey ScoresJuly 15, 2020 - 3:06 pm
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