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bad cx data

2021: The Year of CX Data

Given the year we’ve had, we need to talk hygiene. Because I suspect you’ve been neglecting it.

Not because of the sweatpants you wore in that Zoom meeting, or that you don’t always sing “Happy Birthday” twice when you wash your hands.

I mean digital hygiene, and the need to clean your data.

Each of the past five years have been hailed as the “The Year of Digital Transformation.” We thought we were working hard to digitize our experiences.

Then the pandemic hit. And we realized we weren’t doing nearly enough. New digital capabilities came up almost overnight, as agile teams worked to pivot toward emerging customer needs. E-commerce sites, digital notifications, ship from store – all capabilities that were just “in the works” a year ago were deployed quickly. Read more

Unmask 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 putting out their best practices, but prospective clients were ignoring them.

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

It’s common problem among CX pros. You see 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.

Read more

For B2C, Cleanliness Is the New Black

Let’s not beat around the bush: $#@&*%! coronavirus trashed your journeys.

Prior to the pandemic, organizations had clear strategies on how to serve their customers, working to deliver an ever-improving experience to earn loyalty.

A better experience is still required…but how we go about providing it – and what “it” even is – has completely changed, particularly for B2C companies, where among other things, face-to-face interactions now take place mask-to-mask.

When I hosted a fireside chat earlier this month with Alison Circle, the Chief Customer Experience Officer for the Columbus Library system, she told me how difficult new protocols necessitated by the pandemic have made it to forge personal connections between staff and customers. But safety just has to come first. 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

To Spur Action, Create a Sense of Urgency

I wrote last week about the importance of change management for customer experience (CX) programs, using John Kotter’s model. This post dives deeper into Step One of his approach: creating a sense of urgency.

Without a doubt, this can be challenging. If your company is doing well, it’s hard to get people’s attention. Why tinker with anything if the business is growing? Conversely, if your company is struggling – as, due to COVID-19, so many currently are – noise and anxiety make it hard to focus.

When we look at successful CX programs, this is often where they move ahead of the pack. Those programs are creating a sense of urgency while others are content to focus on survey scores.

There are infinite ways to create a sense of urgency, but below are a few approaches you can try. Read more

CX Needs Change Management

You probably moved into customer experience (CX) because of a passion for customers. You chose this space because you know that if you can improve customers’ experiences with your company, they will be happier, they’ll stay with you longer, and both the business and your customers will prosper.

But actually improving the experience is hard.

If you’re like most of the 85 CX professionals we’ve interviewed so far this year, the reality has hit you that it’s incredibly difficult to move your silos enough to substantially improve the customer experience. That’s where change management comes in. It’s the missing element in most CX programs. Read more

Journey Map or Customer Experience Map?

At Heart of the Customer, we’re known for creating world-class journey maps. (You could even say I’m driven by it, as you can see from my license plate!)

But sometimes, it’s not a journey that you need to map.

When a potential client contacts us to inquire about journey mapping, one of the first questions we ask is, “What are you looking to learn?” If the answer is “the customer journey,” we’re going to be asking a lot more questions. Read more

Understand Your Employees’ Current-State Journey

Any wishful thinking that this crisis might blow over in a couple of weeks is pretty much shot. It now seems likely that we are facing a prolonged period of home-bound isolation, and, most tragically, the deaths of tens, if not hundreds, of thousands of AmericansMarch brought with it cataclysmic changes to the way we live, work, learn, shop, and interact, and most of us are still trying to acclimate to this new normal, which carries varying levels of stress, disorientation, worry, and risk for each of us.  Read more

The-“Why”-Behind-CX-Pros’-Failure-to-Prove-Business-Results

The “Why” Behind CX Pros’ Failure to Prove Business Results

The-“Why”-Behind-CX-Pros’-Failure-to-Prove-Business-Results

while back, I posted here on Forrester’s prediction that 1 in 4 CX pros will lose their jobs this year. When CustomerThink reposted my thoughts on this, it generated a great conversation, with Sampson Lee, Shep Hyken, Lynn Hunsaker, Harley Manning, Bob Thompson, and others weighing in in the comments section.  

One issue that came up repeatedly was why  CX Pros don’t tie into business results. Here’s my take in a nutshell (see the post for my full response and what others had to say):  Read more

I Got Great Service From CenturyLink – Eventually! 

The improbable happened. I got great service from CenturyLink.  

Less improbable was the Kansas City Chiefs’ come from behind win in Super Bowl LIV.  It was the third time in as many games they came from behind to win. 

On any given weekend during football season, any NFL team can rise up and beat all odds to get a win. That is what happened on a recent Saturday with CenturyLink. And the moral of the story is horrific online experiences can be saved offline.  Read more