Posts

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

Heart of the Customer

Exploring Customer Journey Mapping – An Interview with Jim Tincher

Today’s blog post features an interview of Jim Tincher completed by SurveySparrow, the maker of widely celebrated online survey software. They asked such great questions around Heart of the Customer’s origins, Jim’s involvement in the CXPA, and how to best use customer surveys, we felt like it had to be shared!

Read more

Press Release: Heart of the Customer and Usermind Partner to Accelerate CX Innovation for Enterprises

SEATTLEJan. 22, 2020 /PRNewswire/ — Heart of the Customer (HoC), one of the nation’s leading journey mapping consultancies, and Usermind, a pioneer in Experience Orchestration (XO), today announced a strategic partnership that will revolutionize how businesses map, orchestratNe, and optimize their customer journeys.

The demand for ROI on experience-focused initiatives is higher than ever before, and Forrester predicts one in four customer experience (CX) professionals will lose their jobs in 2020 because they’re unable to show a positive business impact for their programs. Improving the CX is board-level priority in every business sector, but executives want to see results, and are looking for new strategies and technologies to achieve their goals. This innovative partnership will get it done.

Read more

No News is No Longer Good News

Domino’s went and spoiled it. And then Amazon made it worse.

It used to be that customers were patient and okay with waiting on your processes. Whether shipping a product, going through underwriting, or applying for a loan, we were okay with waiting in the dark. We didn’t like it. But we accepted that companies put their information into our black box and the results would eventually come out.

And then Domino’s created their pizza tracker. Suddenly, we all had a view of the behind-the-scenes processes that we never knew we wanted. We could see when the sauce went on, when the ingredients were added, and when it came out of the oven. Who cares if the pizza’s mediocre? We just loved the experience! Read more

Measuring “ROE” – Return on Ease

ROI is the Holy Grail for customer experience (CX) programs – an elusive target that can validate your program and lead to greater influence.  Unfortunately, focusing on that big goal can be overwhelming. So for today, let’s target our efforts a bit more modestly, focusing on gains made through making it easier to be your customer.

Ease is the second key to a Game-Changing CX, along with Effectiveness and Emotion. While Emotion has the greatest long-term impact, don’t neglect Ease.

Who is Doing it Right?

Return on Ease (ROE) is easier (hah!) to track and to impact than emotion. Whereas different personas have different emotional drivers, their appreciation for simplicity is more consistent. It also helps that there are some great examples to lead the way: Read more