Posts

Is IT the ‘It Factor’ for CCOs?

Chief Customer Officers (CCOs) are popping up in boardrooms across Fortune 500 companies in ever increasing numbers. Those chosen for the position often come from Marketing or Customer Support, as those disciplines are thought of as having the most interaction with customers, making them seem like a natural fit. But are those departments really the best pipeline for filling CCO roles? I don’t think so.
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Heart of the Customer Team

Reflections after Five Years of Journey Mapping

Last month we celebrated Heart of the Customer’s 5th year anniversary. The team got together to share where we are, discuss best practices, plan for the future, and—most importantly—to celebrate! We were also grateful to have Angelica Bonacci from Allianz come to tell us about the ways her organization is using our journey mapping work to drive internal change.

This led me to reflect on what has occurred over the last five years in terms of journey mapping as an art. Next week, we’ll have five posts discussing journey mapping and how it has changed. The five are:

  1. Journey mapping has moved from a nice-to-have to a must-have in customer experience.
  2. We’re still challenged by navigating trade-offs when deciding what to map.
  3. Too many see journey mapping as just a workshop.
  4. Journey mapping tools still don’t address the most critical challenges.
  5. Journey mapping is still happening in silos.

These all reflect, to varying degrees, the five journey mapping questions that you should consider before embarking on a project: Read more

It’s not Necessarily a Design Issue

I regularly receive emails that go something like this: 

I have almost completed my organization’s journey map! Can you give me some design suggestions before I share it with my company?

This request comes from a good place, a desire to educate the company about the customer’s journey, but after a few questions, it quickly falls apart.

What’s the Problem Here?

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Journey Mapping with Post its

Brainstorming: Design Thinking vs. Science

This may not seem like a CX-related post, but bear with me a minute.

I attended a fabulous CXPA event on CX Day this week. Laurie Englert (full disclosure: she’s a client), the VP of Customer Experience at Legrand’s AV Division, shared how her team uses design thinking. We then applied those skills to strategize for Bike.MN. Nearly 100 CX enthusiasts focused together on helping Bike.MN build more business partnerships.

That said, there’s a central component to design thinking that bugs me: its brainstorming approach. As the facilitator (who wasn’t Laurie) shared, brainstorming in design thinking is an active exercise where you quickly put out ideas on Post-It Notes and then build on them with more ideas. This isn’t unique to last night’s presentation – whenever I encounter design thinking it involves this traditional out-loud approach to brainstorming.

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