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The Truth About Moments of Truth

After reviewing The Journey Mapping Playbook earlier this month, it struck me that one of the biggest misses in the book (outside of the flawed methodology) was its failure to touch on Moments of Truth. Those are the key interactions that have a disproportionate impact on a customer’s overall perception of the journey.

Don’t make the mistake of ignoring this critical data point! Moments of Truth are where you determine customer outcomes, so there’s really no point doing journey mapping if you don’t focus on revealing and addressing them.

But too many companies just don’t understand the opportunity they present.

Some take a watered-down approach. Some define them overly expansively as “any opportunity a customer (or potential customer) has to form an impression about a company, brand, product, or service.” Read more

Fun Read/Flawed Approach (Book Review)

As an avid reader dedicated to continually expanding my professional knowledge, I’m always interested in new books relating to customer experience. This is doubly true for the topic of journey mapping, since I contributed to one of the early books on the subject (Mapping Experiences by Jim Kalbach) and co-wrote a comprehensive guidebook (How Hard Is It to Be Your Customer? Using Journey Mapping to Drive Customer-Focused Change).

So I eagerly dug into Jerry Angrave’s new book, The Journey Mapping Playbook. Here’s what I found: it’s easy to read, is full of great information about setting up a journey mapping workshop…and it provides all the tips and tools you need to create really unfortunate outcomes for your business. Read more

young man with boombox and sunglasses

Learn Everything You Need to Know About CX From ’80s Music

I admit it – I’m a child of the ‘80s. We’ve got 150+ stations on our satellite radio, but it stays tuned to 80s on 8 or First Wave, except for those rare occasions when I stray to the ‘70s or ’90s stations. (Much to the chagrin of my wife, who has broader musical tastes. But marriage is compromise, right?  

During the pandemic, I’ve been listening even more, and it occurred to me one day recently that the music of that era informed my views about customer experience early on. 

Obviouslythe ‘80s were the decade of (the) Journey. Their sage advice taught me how important it is to put customers in control and deliver an experience Any Way You Want It  Read more

customers consumers producers

What’s in a Name? Your Ability to Please Your Customers

I’ve always been a big reader, but the pandemic has given me even more time to indulge my passion. I recently devoured Conscious Capitalism, by John Mackey and Rajendra Sisodia.

It really struck a chord with me, particularly this paragraph calling on businesses to stop using the term consumer: “Businesses must think of their customers as human beings to be served, not as consumers to be sold to. In fact, the very word consumer objectifies people, suggesting that their only role is to consume.”

Read more

Not Making CX Progress? Start Saying No

Too many customer experience (CX) programs get stuck. 

Stuck with no influence. No change. No leadership buy-in. 

We see it all the time. As a CX leader, you’re spread so thin, trying to juggle dozens of balls at once. You’re building a new measurement program while sharing your existing scores with anybody who will listen. You’re creating new training programs. You’re in meetings to support the new portal, the new customer campaign, the Customer Advisory Board, and the new loyalty program. 

You’re incredibly busy. You burn through your unused vacation time just trying to keep up. But when you get to the end of the year, the most important thing – customer loyalty – remains unchanged.  

A year filled with effort, but no actual change. 

That’s a problem.  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

Interactive Customer Experience Map

Customer Journey Maps: The Top 10 Requirements

It’s hard to believe it’s been seven years since I launched my customer experience consultancy, Heart of the Customer, way back when CX was still in its infancy.Interactive Customer Experience Map

At that time, when I first wrote Customer Journey Maps – the Top 10 Requirements, I didn’t know the post would be viewed hundreds of thousands of times, and reposted around the world. But I did know that customer experience as a discipline – given its proven ability to boost customer loyalty and company results – was here to stay.

I enjoyed revisiting and updating the post back in 2015, but in the intervening years, the world has changed, the CX industry has evolved, research methodology has gotten more nimble, and technology has advanced. (And yet, somehow, none of us has aged a day – it’s uncanny!)

So it’s time once again to refresh the content. I am proud that the underlying philosophy and framework remains solid and consistent, but I’ve tweaked some terminology, techniques, guidelines, and examples.

In short, it’s an oldie, but a goodie, and I hope that regardless of whether you’re rereading it or encountering it for the first time, you will come away with something new and helpful. Read more

What’s Ailing Your Journey?

https://www.kinsahealth.co

During these challenging times, I’ve been posting weekly videos on LinkedIn, sharing best practices on how customer experience (CX) pros can ensure their companies come out of this pandemic in a position of strength. We’ve also created a LinkedIn group, Managing the Coronavirus Experience (the Other CX), for you all to share your own tips.

As I mentioned in my first video in the series, it’s important to talk with team members at least weekly. That’s true normally, but even more critical in times of stress – such as now. Yesterday, during our weekly check in, Marcie, our content strategy director, mentioned Kinsa digital thermometers. Read more

Don’t Boil the Ocean

When Eating the Elephant, Don’t Boil the Ocean

I’ve interviewed about twenty CX pros this year, as we work our way up to 100 interviews exploring the current state of CX as a discipline. What I’m finding is that the massive nature of the end-to-end customer experience makes for some daunting challenges.

CX is the totality of all interactions between customers and your brand. This includes your sales team, your website, your product experience, your customer support, your third-party partners, Google, advertising, etc. Trying to move that big a needle is overwhelming. I’ve spoken with many who have led big initiatives – simplifying experiences, reducing unnecessary touchpoints, training reps to provide a better experience – without budging the company’s overall customer scores. What’s to be done? 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