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.

Interview: Building a World-Class CX Capability

I recently did an interview with Intouch Insight–see below for Part 1.

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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

Read more

Jim Tincher

Listen to The CX Show Podcast

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!

Kris LaFavor Journey Map Designer

Designing Customer Journey Maps: An Interview with Kris LaFavor

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

Jim Tincher

Expert in the Spotlight: Jim Tincher

Read the full article at Lumoa.me.

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.

Continue reading at Lumoa.me.

Bringing the Voice of the Customer into CX Design – an Interview with Beth Berg

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

The Best Way to Learn from Your Customers? Sit Down and Shut Up!

We all like to talk. It’s part of being human. We like to share ideas and concepts. It’s natural.

It’s also a terrible way to learn from your customers.

This may seem obvious. But then why do so many do this wrong?

I was reminded of this in a journey mapping round table I recently led. About 15 to 20 practitioners and vendors participated, going over journey mapping practices, and sharing how we all went about the process. Unfortunately, not all methodologies are created equally.

Read more

Building Customer Empathy: An Interview with Natalie Schneider

Anthem, Inc. is in the middle of customer experience (CX) resurgence. I had the chance to catch up with Natalie Schneider, VP of Customer Experience, to learn more about their efforts to help build customer empathy in their employees.

Tell us a little about what led you to start working on customer experience.

A few years ago we at Anthem realized that our company’s growth was going to have to start coming from consumers—a B2C approach, rather than what we had been doing, which was largely B2B. Once we saw that, we quickly realized that our B2C operations were completely unsatisfactory—it was a kind of “OMG” moment for us, and so we started really investing in customer experience and putting together a team to try to fix what we were lacking.

We had a lot to learn—we hadn’t been looking at things from the customer’s perspective at all, and had a very insular, inside-out perspective. To buy a product on our website the customer had to go through 22 clicks! But we moved the needle. When we started, there were probably fewer than ten associates who even knew what the term Net Promoter Score even meant—three years later and we’ve improved our NPS by double digits, and business leaders talk about it constantly, across the company.

Read more

The Value of Customer Relationship Management: An Interview With Dawn Mergenthaler

Dawn Mergenthaler has been leading CRM marketing teams for healthcare, retail, and Software-as-a-Service companies for over a decade. She works closely with customer experience (CX) professionals to understand the insights gained that can be leveraged for CRM. She’s well-known for partnering cross-functionally to improve the customer’s communication experience across an organization, ultimately working to improve customer experiences and increase sales for an organization.

We caught up with Dawn to provide her insights into how CRM and CX best fit together in an organization.

CRM can mean different things to different organizations. To start off, could you give us a quick explanation how you describe CRM?

Sure. It stands for Customer Relationship Management, and like customer experience, it’s a strategy. CRM uses different initiatives and methodologies than CX to achieve the goals of improving customer experience and increasing sales.

Similar to CX, it involves collecting customer information and data that’s used in a variety of functional areas across an organization to provide a cohesive customer experience. Read more

Heart of the Customer in Expert Interview Series

Something different. I was recently interviewed by Netscout as part of their Expert Interview Series for CIO Brief. A copy is below. Enjoy!

Jim Tincher is the Mapper-In-Chief of HEART OF THE CUSTOMER, where he helps brands understand how hard it is to be their customer. We recently asked for his insight on how businesses can better know their customers and improve their customer experience. Here’s what he shared:

Can you tell us about the mission behind Heart of the Customer? What are your goals?

Our mission is to help change agents transform their organization to fully internalize the voice of their customer and to drive action against that. Our goals are to provide those change agents with the call to action needed to drive change.

How has the way brands engage with customers evolved since you launched your business?

Customer experience is now being taken more seriously. In the last few years we have seen the rise of the customer experience (CX) organization, charged with driving the company to build a customer-centric approach. However, we’re still at a fairly early stage, so methodologies are not yet robust. We’re in a very exciting time, as we are building the tools that will become the standard. Read more

Building a customer room at Prudential – an interview with Jason Kapel

A customer room is a fantastic way to communicate just what it’s like to be your customer. Jason Kapel of Prudential discussed their customer room at a CXPA meeting, and I asked him to share his experience with our readers.

How did you come up with the idea of a customer room?

I wanted to get people engaged with the idea of CX—not just hand them another article, or give yet another PowerPoint presentation. I wanted to get people really engaged in the idea. So after reading about a health insurer’s customer room, we built a room of our own and took it to Prudential’s primary employee locations as part of a CX roadshow.

And what is a customer room, exactly?

A customer room is exactly what it sounds like: a room full of information about customers that employees and other visitors can experience in a unique and interactive way. Simple to understand—but complex in how it helps people understand the purpose and usefulness of CX. Read more