Customer-Based Capabilities – Focus on the Journey

This is the fourth post in the Real-World series where I use Heart of the Customer’s Customer Experience model to show how the 2012 Temkin Customer Experience Award finalists actually go about building their customer experiences. Previous posts showed how finalists:

Now let’s Focus on the Journey the second effort in building Customer-Based Capabilities.

Businesses typically manage touch points such as call centers and websites. Focusing on the Journey tells us that customers don’t think about touch points – they focus on accomplishing tasks, regardless of internal functions or business units.

Typical efforts at this stage involve customer journey mapping and ecosystem mapping workshops, designing interactions around customer efforts. Unfortunately, respondents were more focused on outcomes, so didn’t go into much detail here. However, there were a few teasers available. Read more

Real-World Customer Experience Stories – Isolating What Really Matters

Heart of the Customer's Customer Experience ModelThe Real-World series continues.  In these posts I’m sharing how the 2012 Temkin Customer Experience Award finalists actually go about building their customer experiences.

The first two posts focused on how the respondents create Customer Intelligence – the first stage of the Heart of the Customer’s Customer Experience Model.  We started with Bringing Your Customers to Life, and continued with Identifying the Metrics that Matter.

Now we move into the Customer-Based Capabilities stage of the model, specifically Isolating What Really Matters.  This stage goes beyond the relationship metric that matter to find the drivers that actually impact your customer.  Rather than telling your managers to focus on improving your Net Promoter or Satisfaction scores, you discover what factors actually drive those scores.  You can see more detail here. Read more

Real-World Stories of Creating the Metrics that Matter

Heart of the Customer's Customer Experience ModelThis week we continue to analyze the Temkin Group’s finalists for their 2012 Customer Experience Excellence Award to learn how they build Customer Intelligence.

Whereas last week I outlined how the companies bring their customers to life for their employees. This week I delve into determining the Metrics that Matter – the second component of Customer Intelligence.

I wrote before about how The Perfect Customer Experience Score is not universal – it varies for each company. Great organizations do not just plug in the Net Promoter Score or satisfaction because they heard they’re great measurements – they take the time to discover whether the scores actually predict important outcomes such as client loyalty. NPS may or may not be the right score. Superior companies test to see if improving NPS improves their customers’ loyalty. If not, then NPS is not a Metric that Matters for your company. Read more

Real-World Stories of Creating Customer Intelligence

Heart of the Customer's Customer Experience ModelHow do Temkin Customer Experience finalists Bombadier Aircrafts, Citrix, Fidelity, Oracle and Blue Cross Blue Shield of Michigan create the Customer Intelligence that feeds their customer experience programs?

The first stage of creating a world-class customer experience is Customer Intelligence – a 360 degree view that brings your customers to life for employees from front-line staff to executives.

I outlined some ways to build Customer Intelligence in this post. I recently ran across a gold mine of examples, courtesy of the Temkin Group. On Customer Experience Day they offered for free the submissions of their 11 finalists for their 2012 Customer Experience Excellence Award. Read more

How to understand your customers better, from Customer Psychology

Gareth at Customer Psychology had an interesting post.  He took my post of two weeks ago (“Customer Intelligence: Bring Your Customers to Life for Your Employees“) and extended it.

The original post is at http://customer-psychology.blogspot.co.uk/2013/10/how-to-understand-your-customers-better.html, but I’ve also reproduced it below.  Thanks, Gareth!

How to Understand your Customers Better

We’re staying on our external customer focus this week, but in a slight change I’m linking to a blog by someone else: Jim Tincher who writes the excellent Heart of the Customer. As regulars here will know my approach is combining customer and employee engagement, which is mirrored in Jim’s own focus. Therefore I shall borrow some of his wisdom.

So today I’m linking to his post ‘Customer Intelligence’ and adding a few thoughts of my own. In this post Jim discusses five key actions that you can take to bring your customers to life. I’m going to pick up on two of these and add some thoughts of my own. Read more

Drivers: The Secret to Customer Experience Success

iStock_000025403053XXLargeI was meeting with a global restaurant company’s COO, Chief People Officer, and key franchisees. I knew I was losing in the first 10 minutes.

We met to discuss ways to improve sales.  I brought a driver analysis on what drove repeat business with his restaurants, and the leading driver was “The Warmth of the Greeting.”  But as a stereotypical COO, he obsessed with repeatable processes – cleanliness, speed of service, etc.  He was unwilling to consider that perhaps something as fuzzy as a greeting was responsible for repeat business.  This led to a very long meeting.

Read more

Customer Intelligence: Bring Your Customers to Life for Your Employees

RetailEmployeeI once met with a VP of Sales for a Fortune 25 company who argued, “We don’t need to learn about our customers. We just need to execute the plan.” It’s no surprise that, while they were the market leader, they also had the highest percentages of customers who closed accounts each year.  As a result the company’s revenues were growing slower than the rest of the market.

It’s easy to get caught up in executing the plan. We’re busy and taking the time to learn about customers cuts into our “productivity.” But if you don’t take that time, how do you know you’re doing the right thing?

Read more

Three Steps to Start Your Customer Experience Program

Thumbs UpI’ve worked with a number of companies with great customer experiences, including several I have featured in this blog, ranging from retailers to healthcare companies to manufacturers. During this time I have noticed themes about how companies effectively use their brand values, strategies and missions to create a great customer experience.

Their structures vary and their approaches differ.  But successful customer experience capabilities follow three steps to success. They excel at Customer Intelligence, use this to inform their Customer-Based Capabilities, and sustain all this through a Customer-Focused Culture. Read more

The Perfect Customer Experience Score!

IMG_3315I was meeting with the Executive VP of Sales for a national retailer, who asked me “Is there a holy grail of customer experience measurement?  We use satisfaction, and I’ve heard about this Net Promoter Score.  Is there one score that’s the best?”

This is an important question, and one I’m frequently asked. Opinions differ, with some companies advocating their favorite metric with the zeal of the converted.  NPS is the only question you need.  Satisfaction is absolutely not predictive.  Or it’s just as predictive as NPS.  Or more predictive.  The Customer Effort Score is far more predictive than either one.

With all these contentions, why do I keep reading case studies that contradict each other?  Why do some companies find NPS is more predictive of financial results than satisfaction, where others find just the opposite?

Could it be that there’s not one perfect score for everybody? Read more

Create an Engaging Customer Experience Workshop

iStock_000019575299LargeAre you looking to improve your customer experience?  I will be hosting a full-day course on Creating an Engaging Customer Experience in partnership with the Performance Excellence Network.  You can learn more at http://performanceexcellencenetwork.org/events/minnesota-innovation-spark-2013/.

Creating an Engaging Customer Experience

October 2, 2013 | 8:30 am – 4:30 pm

A great customer experience begins with a solid understanding of your customers.  But it also requires that your employees use those insights to build programs that your competitors cannot duplicate.

The Performance Excellence Network (formerly the Minnesota Council for Quality) is pleased to welcome Jim Tincher, Senior Business Advisor with Satisfaction Management Systems, to a special full-day workshop September 10: “Creating a Great Customer-Inspired Experience.”

Jim will build off of the PEN breakfast earlier this summer, sharing the three keys to build a great customer-inspired experience for your business, and you will pick up actionable steps you can implement literally tomorrow!

Learning objectives for the workshop include: Read more