Journey Analytics & Orchestration

Journey Analytics & Orchestration

Create, manage, and monitor CX initiatives through industry leading journey analytics and orchestration. Customer journeys are constantly evolving. Use critical customer insights and business KPIs to gain a clear picture of every touchpoint along the journey. By measuring the impact of your CX initiatives and tying operational and financial data to journey performance, you can validate the improvements you are making to business executives.

Use the intelligence from your journey analytics to orchestrate the customer’s experience. Use experience orchestration (XO) software to decide what actions to take, A/B test, and simulate the impact of new initiatives – all with minimal risk and expense. Reduce churn, boost revenue, and maximize customer loyalty by innovating on the Moments of Truth that matter most to your customers.

Turn Your Dashboards Up to 11

Does it take you five hours to update your customer health dashboard, only to have three people barely glance at it?

Worse yet, did someone else send out an Excel report that everyone read instead, even though you have a dashboard for their use?

In other words, is your dashboard on mute? Read below for three ideas related to dashboards that you might not have considered. Read more

What Is a Living Journey Map?

Once you find out what a living journey map can do, you won’t have any trouble understanding why it’s so important to the success of your CX initiatives.

So what can it do?

Unlike a static journey map, a living journey map doesn’t remain fixed in particular point in time. It changes and evolves as your journey does, tracking updates in customer/operational data and KPIs across the entire journey as you implement improvements. This allows you not only to see what’s working, but to prove it with the kind of hard business data the C-suite is eager to see. (And who here isn’t eager to please the C-suite?) Read more

Customer health dashboards are an effective CX tool.

Customer Health Dashboard Tips

Far tooCustomer health dashboards are an effective CX tool. many companies with CX programs cannot show that they are making a difference to the business. This prevents them from being included in decision making and contributing to the health of their companies. There’s a solution to this problem: customer health dashboards.

Customer health dashboards are foundational to measuring and improving (and proving!) the impact your CX efforts. The research Heart of the Customer undertook over the course of 2020 clearly showed that the vast majority of leading programs used customer health dashboards. Read more

What Can the CX Tech Stack Do for You?

a pyramid showing the elements of the cx tech stackCX is all about driving customer-focused change in your organization, with initiatives that drive top or bottom-line value.

And in today’s world, 10 out of 10 of those initiatives will involve technology in some way. (Actually, given all the ways we’ve gone virtual due to COVID-19, make that 12 out of 10!)

At Heart of the Customer, we know from our research that Change Makers – the most effective programs in the CX space – rely heavily on the tools in the CX Tech Stack to accelerate journey improvements and business impact, and boost the value they bring to their customers.

The good news? These tools are all readily available on the marketplace, so you can (and should) be using them, too. The CX Tech Stack is key to making a difference…and perhaps even more importantly, proving the difference you are making. Read more

An Open Letter to My Friends in IT

Dear IT colleagues,

This is our time to shine. As the world changes rapidly, your company is looking to you to deliver the digital transformations necessary to support a new reality for your customers. Those digital adoption goals set for 2025? They’ve been moved up to 2021. With urgency.

This year has shown us that a successful customer experience requires technology. There simply aren’t any projects to deliver an improved journey that can afford to overlook IT. Heart of the Customer’s research this year has also shown this to be a key differentiator for market leaders, who utilize more kinds of technology than their peers. Read more

What’s Ailing Your Journey?

https://www.kinsahealth.co

During these challenging times, I’ve been posting weekly videos on LinkedIn, sharing best practices on how customer experience (CX) pros can ensure their companies come out of this pandemic in a position of strength. We’ve also created a LinkedIn group, Managing the Coronavirus Experience (the Other CX), for you all to share your own tips.

As I mentioned in my first video in the series, it’s important to talk with team members at least weekly. That’s true normally, but even more critical in times of stress – such as now. Yesterday, during our weekly check in, Marcie, our content strategy director, mentioned Kinsa digital thermometers. Read more

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

Let Domino’s (Yes, Domino’s) Inspire Your Customer Experience

I’m a huge pizza fan. It’s a major character flaw, and hasn’t helped me in my goal to lose a little of this middle-aged weight.

I normally get the expensive pizza from a local chain. But when the kids are home, I’m more likely to look for a less-expensive alternative. And Domino’s fits the bill.

But Domino’s offers more than just a way to feed the kids for twenty bucks. They offer an inspiration for customer experience (CX) that can apply to multiple kinds of experience.

What are They Doing Well?

If you haven’t ordered from Domino’s online, your assignment is to go do that now. Then, sometime in the next week, order another using their mobile app. Notice how they have enabled the ability to watch everything that happens straight from your browser or smart phone.

This innovation is bigger – and more applicable – than it may seem. It provides incredible transparency to their internal operations. And while it’s certainly cool, it does something even more important – it gives peace of mind.

Think about the last time you ordered a pizza from someone else. They probably gave you an estimate. But you never knew exactly when it was coming. How many times are you disappointed at it taking longer than you expected? Conversely, have you had the pizza delivery person show up, and you don’t have your payment ready?

Domino’s solves this through combining transparency and coolness in one application.  Read more

Turning “Little Data” into Big Productivity Gains

hotc imageThere’s been a ton of talk about “big data.” And rightly so. Big data has the potential to completely change how you treat customers based on a better understanding of their behaviors. It’s a great capability, and you should definitely look into it.

But this blog isn’t about contact center big data. Instead, it’s about contact center little data.

Read more

Two Customer Experiences Gone Wrong – LinkedIn, Arby’s

LinkedIn Invitation

Two national companies have created lessons for all of us.

First, from LinkedIn

#1:  I received the email on the right from LinkedIn today. I don’t actually know anything about the LinkedIn Contacts feature yet.  It’s probably really good.  But can’t they be more selective in choosing a contact to display? Since it’s unlikely I’ll use LinkedIn as “an opportunity to say hello” to my wife!

They probably did not deliberately select somebody with my same last name, but they should definitely weed out contacts who do.

The lesson:  It’s impossible to think through every possible result of your campaigns, but do you test them thoroughly before launching?  Had LinkedIn sent this email to all employees first, they would have found this problem before going live to customers.  Do you test before launch?

Next, from Arby’s

#2: Have you bought something at the Arby’s drive-through recently?  A polite woman’s voice comes on asking if you want to order whatever product they’re promoting.  You say “No thanks,” and the conversation continues in a very different voice.  Apparently, Arby’s uses an actress to pre-record the offer to start the conversation, then uses an employee from there on.

My local McDonald’s also tested this idea, but abandoned it quickly.  Who could think this is a good idea?  If the lift gained from the actress’s invitation so great that it makes up for the jarring experience that follows? My favorite is when the accent-neutral actress’s invitation is followed by a Hispanic man asking if I want curly fries with my order.

The lesson: While most of us don’t have a drive-through, do you create a similar jarring customer experience when we conduct the inevitable hand-offs?  More importantly, do you take the time to personally walk through your customer experience?  Because one walk-through should be all it takes to realize this is a mistake.