How to Measure CX Impact

We CX folks love to discuss measurement. If you want to fill a room at a conference, just put the word “metric” in your session title, and you’re good to go. Mention “Net Promoter Score” or “Customer Effort Score,” and you’ll need to order more chairs. That’s because we spend so many of our waking hours – and for some, sleepless nights – trying to figure out how to measure CX impact.

The role of measurement in CX success was one of the most evident takeaways from our hundreds of hours of interviews with CX leaders

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The Customer Journey Mapping Process That Drives ROI

Customer journey mapping lays a strong foundation for the success of your customer experience initiatives. But only if it’s done right. So having a research-backed customer journey mapping process is critical.

Unfortunately, that’s where most journey mapping initiatives go wrong. Almost two-thirds fail to drive action. That’s not all that surprising, since most neglect to include a change management approach.

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B2B CX Strategy Trends That Should Be On Your Radar

Managing a B2B experience isn’t more or less difficult than managing a B2C experience. It’s just different…and more complex. The need to understand multiple levels of your clients drives that complexity and is critical to a successful B2B CX strategy. You have to analyze the journeys of decision-makers, influencers, and users, as well as how each of those journeys impacts your client’s ongoing loyalty. 

As I’m working on my new book, Do B2B Better: Driving Growth Through a Game-Changing Customer Experience, I think it would be helpful to share some B2B CX strategy trends that should be on your radar.

You don’t have to think about these. That is, as long as you’re okay with being among the 3 out of 4 who can’t show impact from their work. But if you’re a true Change Maker, these are the types of issues that might keep you up at night. Read more

Unleash the Power of Social Proof

At Heart of the Customer, we recently had a software client who wasn’t winning as many sales as they expected. We mapped their customers’ pre-sales journey and found that the company was laying out their best practices, but prospective clients were ignoring them.

They just didn’t consider our client a trusted authority.

It’s common problem facing CX pros. You see your customers making “bad” choices, such as not making the best use of your company’s products or services. So you create communications to share the recommended approach.

But you just can’t get customers to change their behavior.

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Do You Need a CX Vision?

“One of the first things you do when you stand up a CX program is to create a CX vision.”

It’s said so often that it’s pretty much a cliché.

It just seems to make sense. It also aligns with John Kotter’s 8-step change management program. I wrote about this a few years ago, and I’ve repeated this message myself more than a few times.

But late last month, while talking with a new client about all that you want to do when establishing a CX program, I heard myself say it again and paused. Read more

Empathy in Action: A Primer on Effecting Change

Change management is a critical skill when leading company growth and responding to digital disruption. As the processes, policies, technology, and culture needed to drive improved experiences shift, customer experience (CX) must shift, too.

Utilizing and combining these elements effectively is what makes customers want to spend more with you, stay longer, and actively refer others.

But of course, driving this transformation is easier said than done.

Effecting change is challenging enough in our personal lives, when we have only our own actions and goals to contend with. To guide an entire organization through a customer-centric transformation…well, like they say, a picture is worth a thousand words, and this is the picture that scenario brings to mind: Read more

Customers Give Feedback Every Day. Most Brands Just Aren’t Listening.

After decades of steady improvement, coinciding with the emergence of customer experience (CX) as a discipline, the America Customer Satisfaction Index now reports that customer satisfaction has been on the decline since 2019, erasing years of gains.

This despite organizations focusing on and investing more in CX than ever before.

SuperOffice’s survey of 1,920 business professionals shows that 46% say CX is their top priority in the coming year, beating out pricing or product. Consulting.us quoted a North Highland survey of 700 senior US and UK business leaders in companies with more than $1 billion in annual revenue that found CX to be the top strategic priority for driving growth in 2020.

So, what gives? How can so many companies be focused on improving the customer experience, yet customer satisfaction continues to decline? Read more

Six Ways Journey Mapping Can Drive ROI

When doing customer journey mapping, it’s critical to start by identifying a business problem – one that you can solve through learning more about customer needs. This is the first question of our Five-Question Framework. Carefully choosing which problem to attack helps you avoid one of the leading reasons most journey mapping initiatives fail to drive action: they try to address every problem, so they end up solving none.

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Easy Listening…and CX Learning

I love to break up my day by getting outside for a nice, long walk. And with a hint of spring in the air, those of us in northern climes will soon be able to do that more comfortably, more often.

In addition to warmer weather, this spring may also usher in a host of workplace reopenings, as pandemic restrictions ease across the country. For many, that means the return of the office commute.

In other words, it’s a great time to cue up some podcasts!

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WX: The Wordle Experience!

My wife, Sue, and I love Wordle. Along with what seems like everyone we know, we play every day. And though she’s better with words than I am, I did manage to beat her.

Well…once. This image is more reflective of my usual results!

Having built a massive, extremely devoted following so quickly, Wordle seems like the epitome of a great customer experience. Building loyalty is what we’re all about, right?

But I say it’s not an example of CX at all. Or at least it wasn’t until recently.

Hear me out:

Wordle is simple, intuitive, and rewards your guesses with feedback like “Impressive!” and “Splendid!” That rush of dopamine hooks you and brings you back the next day hoping you’ll do even better. Read more