We’ve documented the top items a few times in the past: linking everything to business value, understanding the technology and data, measuring and improving emotions, and using change management. Read more
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 CX professionals we interviewed last 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, the missing element in most CX programs, comes in. Read more
“What does ‘good’ look like?”
That’s a question CX leaders spend a lot of time pondering. For example, I’m often asked questions like, “How fast does our response rate need to be?”
The easy answer? “As quick as you can make it.” That’s the lazy answer, too.
It should come as no surprise that easy, lazy answers – even when they seem logical – might not be the best. But they can also seriously harm your brand.
Because nothing comes without tradeoffs.
For example, one Heart of the Customer client focused on same-day shipping for every service request. You ask for it today, they get it out to you today. That sounds better than “good,” right? It seems downright great. Read more
The benefits of customer journey maps – static and living – can be transformational for both your organization and your customers. But your maps won’t lead to an increase in customer loyalty or company earnings if your journey mapping process is flawed.
So why do almost two-thirds of journey mapping initiatives fail to drive change?
Because journey mapping is an art and a science, and doing it right is hard. Which makes it tempting to cut corners and rush the process.
But you’re not going to gain anything with those shortcuts if your journey mapping project turns out to be a huge waste of time and resources as a result. And there’s even more on the line than that.
One failed journey mapping project makes it that much less likely that you’ll be able to muster the internal support needed to try again. Read more
Heart of the Customer maps customer journeys for a wide range of B2B organizations, from healthcare to manufacturing to distribution and more. We’ve found one area of friction common across industries: backorder issues.
Whether mom and pop retail storefronts or global manufacturers, customers with products on backorder face similar situations. Here’s how it generally plays out:
- They take an order from their customer and promise a delivery. Then they find out that the product is on backorder. That puts them in an difficult position. Do they scramble to find a new supplier? Look for an alternate product? Disappoint their customer?
Successful customer journey maps drive customer-focused change like improving customer experience, developing a new way to deliver value to customers, or reducing the cost to serve current customers.
Based on a 2016 study of customer experience professionals, over two-thirds of respondents did not rate their journey mapping project as successful. The reason? A lack of action from the mapping endeavor.
When we work with clients at Heart of the Customer, our goal is to drive action from the journey maps. We require our clients to work through the Five Questions as a foundation for their journey mapping. Ask yourself and your team to work through these Five Questions before launching your customer journey mapping initiative: Read more
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
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.
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
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