Posts

10 Questions for B2B2C CX Leaders

This is the third in a three-part series that explores critical questions CX leaders should be asking – and able to answer. There is some overlap between issues and questions for B2C and B2B (covered previously) and B2B2C (covered here), but I’ve chosen to address each audience individually.

B2B2C experiences, such as those offered by insurance companies, are the most complex experiences to manage.

Not only do you need to win the loyalty of your distribution partners (such as agents), you also need to create an outstanding – but distinct – experience for your end customers, whose needs and goals are entirely different. Read more

10 Questions for B2B CX Leaders

This is the second in a three-part series that explores critical questions CX leaders should be asking – and able to answer. There’s some overlap between B2C, B2B, and B2B2C issues, but I want to address each audience individually. Last week, I covered B2C; next week I’ll address B2B2C leaders.

I’ve talked with hundreds of B2B leaders over the years and found, like B2C leaders, they also often seem to have little knowledge about the health of the business, and how executives measure and monitor it.

Below are ten questions (plus one freebie, because we’re always about adding value!) that you need to be able to answer – and reference – for your CX program to create real business impact. Read more

Revealing Change Makers’ Secrets

As regular readers have probably noticed, I’ve been referencing the massive research project we undertook last year often in recent blog posts, especially while sharing learnings.

Today I want to take you behind the curtain and describe the impetus for the project, explain some of the methodology, and tell you about my motivation and goals. To do that, I need to start at the beginning.

Once upon a time, I was a customer experience failure.

Back in the olden days (olden in CX terms, anyway, as it was more than a decade ago), I led a customer experience program in a division of a large health insurance organization.

Read more