Posts

3 Tips to Manage the Voice of the Last Lost Customer

As CX practitioners, we work to uncover the Voice of the Customer (VoC) and use it to drive the company to improve. We combine qualitative and quantitative methods to understand what customers need and communicate this to the rest of the company to ensure we remain relevant to customers. 

But if you’ve ever worked within a B2B company, you may have come across another source of feedback that, if you’re

 not careful, can trump your VoC – the VoLLC. You may not have heard of this term – largely because I just made it up – but it’s certainly something you’ve run across. The Voice of the Last Lost Customer.  Read more

CX Day Topic: How to Become a Trusted Advisor

I’ve yet to meet anyone who can believe it’s already October. Nonetheless, its arrival also means it’s time for CX Day, the annual celebration of customer experience practitioners and their successes!

Visit the CXPA’s website for a complete list of events. Also check out LitmusWorld’s week of related offerings, including their #CXDay2020 Voice of Experts series, where I am honored to be featured. (I was also recently named one of their Top CX Influencers for 2020.)

For my part, I’m going to mark the day by focusing this post on the power and potential of CX for B2B enterprises. Read more

In CX, Relationships Matter

A few months ago, I was interviewing a Senior VP customer of my client, and asked her, “Do you have a relationship with [my client]?” She replied, “Well, yes, we have a commercial relationship…” I cut her off (probably a bad thing to do in an interview!) and said, “I’m sorry, I didn’t explain myself well. Do you have a relationship with my client?” 

She stopped, thought about it for 10 or 15 seconds, then responded. “Actually, I don’t. A few years back I did, but not anymore.” She continued, “You know, I get a call from a competitor each week. And now it’s easier to take those calls. Because, since I don’t have a relationship, I don’t feel like I’m letting anybody down.” 

My client – who was in the room with me – listened to this exchange, and the power of her client’s comment stuck with her. She realized that you can make the experience easy. But without a relationship, it might not matter. Read more

Don’t Ask How to Get Executives to Care About Your CX Program; Ask Instead How You Can Support Your Executives

I go to a lot of Customer Experience (CX) events. Although I learn a lot of new things, I also hear some common concerns throughout all of them. No matter the venue, you can be certain that somebody in the audience will ask a presenter, “How can I get executives to care about customers?”

That’s the wrong question. Believe it or not, your executives actually do care about your customers. These are smart people, and they know that pleasing customers is the secret to success.

They simply don’t care about your so-called “customer experience” program. Read more

How Hard is it to Be Your Customer Book Cover

Develop a Killer Metric to Drive CX Action

How Hard Is It to Be Your Customer Journey Mapping BookAs our book gains traction, readers tell us they appreciate our focus on starting journey mapping by targeting an identified business problem and using this to drive customer-focused change.

We interviewed dozens of CX leaders on how they did this, including Mark Smith, formerly of Element Fleet Management Corporation. Mark spoke on multiple topics, but my favorite was the need to develop a Killer Metric.

The Killer Metric isn’t NPS, Trust, or Customer Satisfaction. It’s one business KPI (Key Performance Indicator) that you use to rally the team to focus on meaningful change. He discussed how Amazon uses contacts per order – the more people call or chat, the worse the experience (in Amazon’s world – notice that Zappos, owned by Amazon, has a very different philosophy). Delta uses canceled flights, which has the biggest impacts on their customers. Read more

Nicole Newton and Ben London-Customer Journey Mappers

Two Days to Journey Mapping Mastery


Nicole and Ben

The Heart of the Customer blog is a place where we share our insights on journey mapping, offer best practices based on our experiences, and share CX practitioner interviews – and we don’t normally place promotional items here. We are making an exception this week; aJim Tincher and I prepare to release our journey mapping book this monthwe want to get the word out about a new Heart of the Customer offering: a two-day, hands-on journey mapping workshop that will provide all you need to map journeys that drive action in your own organization. 
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Dustin Kirkpatrick Unsplashed

Are You Ready for Your Close-Up? Using Video to Bring the Customer Experience to Life

Dustin Kirkpatrick UnsplashedThis post, written by Heart of the Customer B2B Practice Lead Nicole Newton, is the third 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. 

Background

As a long-time marketing research practitioner, I am focused on gathering the most accurate data to answer the problem being researched. Why are sales lower than anticipated? Why is our customer retention rate lower than projected for certain product lines? What can we do to make it easier for customers to work with us?

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Ten B2B KPIs to Track Starting Now (none are NPS) – Employee-Rated and Survey Items

Yesterday, we talked about Business KPIs that you need to track to truly understand the value and cost of different clients. Unfortunately, not every important metric can be captured in your systems. Some require employee judgment to rate, for example client risk, number of contacts at the client, and potential. Others require clients to tell you about themselves, such as share of wallet, likelihood to remain a customer, and trust. We’ll discuss these items today.

 

 

Employee-Rated Items:

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Ten B2B KPIs to Track, Starting Now (none are NPS) – Business KPIs

Measuring Customer Experience’s (CX) business impact is hard. It’s one of the biggest challenges in passing the CCXP exam. One reason is that CX pros are very customer-focused; we’re confident that if we just focus on customer needs, the ROI will take care of itself. Unfortunately, our business partners aren’t always so confident.

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Business and Customer Experience Metrics

If All Customers are Important, You have a Bad B2B Customer Experience

“When all customers are important…none will be.” – Syndrome from The Incredibles (slightly paraphrased)

Are all customers worth the same to your business? No! But odds are, your CX program doesn’t recognize this.

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