Posts

Propel CX Momentum With Quick Wins

I’ve been writing about how to apply John Kotter’s change management work to CX. This week, I’ll tackle Step Six: Generate Short-Term Wins.

The good news is that CX programs frequently excel at this. Many organizations have focused internally so much that they can easily find areas where they can develop quick wins.

Whether they have the infrastructure in place to execute them? Well, that’s another story.

The ripest opportunities for quick wins often come from digital efforts. Shortening a process here, improving communication there – these changes can make a real difference. Even when you need to take more comprehensive action, break it down so that you make an impact in the short term. This often paves the way for the success of your longer-term initiatives. Read more

Enable CX Action by Removing Barriers

On our continuing journey exploring John Kotter’s 8 Steps to Accelerate Change and how you can apply them to the CX world, we have reached the fifth step: Enable Action by Removing Barriers. (Catch up on earlier posts in the series here!)

According to our forthcoming work on understanding how companies improve their customers’ journeys, one of the top obstacles to improvement is organizational complexity. Read more

Enlist a Volunteer CX Army

One thing about being in CX – you’re unlikely to have a huge staff. Typically, that’s deliberate. CX doesn’t – and can’t! – own the entire experience. That’s what all those other departments do. Your role is to influence them, and align the entire organization on CX objectives.

We’re not yet ready to share the full results of the survey of journey maturity we recently conducted in partnership with Usermind and Megan Burns, but I will tease one of the results. (CXPA members can join our webinar at the end of September to find out more about what we learned.) Read more

Create a Compelling CX Vision

Rallying your teams to move to a more customer-focused approach requires letting them know what needs to be done. And nothing is more effective at accomplishing that than having a compelling CX vision for what the future looks like.

A clear vision is the accelerator for customer experience (CX) change. Sure, you can improve the experience without a vision – but it will be much more difficult.

A compelling vision is Kotter’s third step in change management. (I’ve explored the first two steps here and here.) As the firm explains in 8 Steps to Accelerate Change in Your Organization, “You can’t appeal to people with data and facts alone. You must also account for how people feel. If you can provide greater meaning and purpose to their efforts, amazing things are possible.” 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

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

Use Smart AI to Reduce Churn in Three Steps

Most customers don’t just suddenly disappear. When dissatisfied, they move over to an exit lane and chug along while waiting for an excuse to cut ties to your organization.

If, like many companies, you’re not paying attention when they turn on their blinkers to make that move, you’re making a costly mistake.

To avoid missing your chance to reduce customer churn and bring these customers back into the flow of traffic (where they can fulfill their lifetime value), look first to “customer math” – more specifically, tracking those customers who have already stopped their journey. Read more

The Myth of the Customer-Focused CX Leader

Back in February (which feels like a century ago!), our analyst Diane and I were at the offices of Legrand AV, interviewing VP of Customer Experience Laurie Englert and her team. During a break, I turned to Diane and said, “There’s something here. I’m not sure what it is, but something stands out as different.”

“I know what it is,” she said. “Each one of them mentioned how they talk to customers multiple times a week.”

That was it! And it definitely separated Laurie and her team from the other 82 or so CX professionals we’ve interviewed so far this year. 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

CX for Skeptics

Three Ways to Show Business Impact for Your CX Program

CX for SkepticsHere’s a story I’ve seen played out multiple times:

An executive believes in the power of customer experience (CX). Perhaps they read an article, or they heard about a CX program another company offered, or saw a competitor speak at a conference. For whatever reason, the executive saw the light, and wanted a CX program of their own. They hire someone to run it and tell them, “Just drive change. I’ll take care of making sure the other executives are on board.” Their employees implement surveys and work to engage the business, confident they’re making a difference. They present their survey results to whoever will listen, and lobby other silos to improve the experience in order to improve survey results. All is good.

Then that executive leaves. Sometimes by choice, sometimes not. Read more