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
My wife forwarded me an email from Google. It showed her everywhere she had visited in the last month, which creeped her out. So she removed all the tracking she could from her phone. It didn’t work – she received a similar email the following month.
I received a similar email (see a part of mine above, where they show two restaurants I visited). I agree it’s creepy. Why does Google go out of their way to remind customers they’re tracking their movements? It comes down to a core CX principle of understanding customer needs. Employees focus on what they think is cool, rather than what customers want. Read more
Over the years I’ve had the opportunity to interview dozens of CX leaders, and still more as we wrote our book. Combining that knowledge with some of the industry research, such as CustomerThink’s report on winning CX programs, we’ve identified three traits that separate the best customer experience leaders from the rest.
For too many, CX has fallen into a rhythm:
- Conduct an NPS survey
- Analyze the results
- Share the results with anybody who will listen
- Implement some quick wins
- Repeat the NPS survey
- Wonder why things haven’t changed
ROI is the Holy Grail for customer experience (CX) programs – an elusive target that can validate your program and lead to greater influence. Unfortunately, focusing on that big goal can be overwhelming. So for today, let’s target our efforts a bit more modestly, focusing on gains made through making it easier to be your customer.
Ease is the second key to a Game-Changing CX, along with Effectiveness and Emotion. While Emotion has the greatest long-term impact, don’t neglect Ease.
Return on Ease (ROE) is easier (hah!) to track and to impact than emotion. Whereas different personas have different emotional drivers, their appreciation for simplicity is more consistent. It also helps that there are some great examples to lead the way: Read more
“All happy customers are alike; each unhappy customer is unhappy in its own way.”
Okay, that wasn’t really my quote – I’m paraphrasing Tolstoy’s Anna Karenina, where he wrote “all happy families are alike; each unhappy family is unhappy in its own way.” But it does fit at least some companies’ experiences.
This is especially true with a client we’re working with right now. The happy customers sound so similar that it’s almost boring. Almost. They like the people; the product does what it’s supposed to do, and customer expectations are set appropriately. Unfortunately, that description only applies to half their customers. Read more
I ran across a friend of mine on Tuesday who read my last post Is Your Customer Experience Program Making Your Customer Experience Worse? and she asked me, “Whatever happened?” Did you get your books?
One of the most basic rules of story-telling is that you have to finish your story! Which I didn’t. So, what happened?
We went to the book launch event without knowing where the books were, although we did have a few to display. We held drawings for attendees, and promised to get them the books the next day, then went home to figure out exactly how we were going to do that. At 3:30 in the morning I woke up and realized, “I know where the books are!” Then I went back to sleep. That next morning I went to the hotel’s front desk and asked them. Sure enough, they had the books! And proceeded to charge me $10 a box ($30 total) to get them for me. But at least had them so we were able to hand them out.
A day after that, as the conference was wrapping up, I received a call from the local post office asking if they could help me with my issue… A case of too little, too late.
We launched our book at this year’s CXPA Insight Exchange. We’d shipped them to the hotel ahead of time, but when I arrived, they were nowhere to be found. My tracking information showed they had been delivered, but nobody knew where they were.
I received a call from a CX leader wanting to drive action in her program. I discussed how we use the voice of the customer to create an organizational drive to act, and she stopped me to say “We don’t need more voice of the customer. We know what customers want.” I asked her what […]
As CX leaders, fans and enthusiasts, we naturally believe that everybody should embed the voice of the customer in decision-making. Unfortunately, we know that isn’t always a reality. Sometimes, companies “follow their gut,” doing things that clearly don’t stem from customer needs.
So we’re reaching out to you in the CX community. What is the worst example of inside-out thinking you’ve seen? The top three examples will each receive a copy of our book, How Hard Is It to Be Your Customer?
Connect With Us
- 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.