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.
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.
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.
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.Read more
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
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
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
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.
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- Customer Centric Culture Change
- Customer Effort Score
- Customer Experience
- Customer Experience Surveys
- Customer Journey Map
- Customer Personas
- Customer Segments
- CX Vision
- Employee and Customer Engagement
- Journey Mapping Resources & Tools
- Minneapolis CX
- Net Promoter Score
- Voice of the Customer
Journey maps are the clearest way to visualize your customer experience. Download our Journey Mapping Toolkit to start.