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

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

Experiences Designed for Everybody Satisfy Nobody

In my role as Heart of the Customer’s mapper-in-chief, I get the opportunity to view a lot of journey maps. Beautiful ones, ugly ones, those built to drive change, and those that are little more than gussied-up Excel spreadsheets.

But, as mentioned in our book, one thing that continues to surprise me is how few include personas. In our research a few years back, we found that nearly one-third of the CX practitioners surveyed didn’t include segments or personas in their work.

That’s a big mistake.

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

Surveys in the Time of Pandemic

I’ve been posting weekly videos on LinkedIn with advice on what CX professionals can do during this unsettling time.

During Week 2 of the pandemic, I received a survey request that I felt was ill-conceived. The email –entitled “We’d love to hear your thoughts!” – had your standard “based on your current level of happiness with [vendor], how likely are you to recommend [vendor] to a friend or a colleague?”

There was no “we realize this is a difficult time but hope you can give us a few minutes of your time,” or any other acknowledgement that we’re in the midst of a global pandemic. To me, it screamed “sure, people are dying, but we really need to capture our metrics, so please stop what you’re doing and fill out our survey.”

Read more

5 virus-related CX tips you need TODAY

We’ve been in customer experience quite a while now. To paraphrase Liam Neeson – we have a very particular set of skills, skills we have acquired over very long careers. And we’d like to use what we know to help you help your customers when so much is out of your control.

Below are five tips we think CX pros will need to get through…well, whatever this is. Let’s call it “the other CX,” the coronavirus experience.

Some will apply to you, some won’t, because we’re all impacted by this crisis, but not in the same ways.

So treat it like toilet paper and hand sanitizer: take only what you need and share the rest! Read more

CX Pros: Help Your Company & Your Customers Deal With COVID-19

The jolt that nations, and communities, all over the world have experienced in the past few weeks due to the relentless spread of COVID-19 is enough to induce whiplash. While the situation is extremely fluid, all signs point to it getting a lot worse in the U.S. before it gets better.

I’m not going to presume to address what this means for the people, and their loved ones, who are directly impacted, and suffering or even dying as a result of contracting this virus. I am devastated for my fellow human beings all over the world and here at home.

But medicine isn’t my area of expertise and I can’t alleviate that suffering, beyond, of course, taking the recommended precautions to prevent further spread of this pandemic.

Customer experience, however, is my area of expertise. And in that arena, I might be able to be of service. And you probably can be, too – more than you may realize. Read more

Are Your Surveys a Crutch or a Tool?  

I just finished a monster road trip, shadowing two of our clients who have more mature CX programs for two days each, as part of Heart of the Customer’s massive undertaking to capture the current state of CX as a discipline. This came on the heels of over a dozen interviews with less mature CX programs. There were a ton of revelations, but I want to share a few learnings that stand out.  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

Why Spirit Airlines’ and Ryan Air’s Customer Experience is Better than Yours

I’m partway through a European holiday with my wife, celebrating 25 years of marriage. Okay, actually 26, but that’s a different story.

When a friend heard we were flying Ryan Air, she told me, “Uh oh. Pay attention to the experience you receive.” Interested, I did pay attention. And I realized that Ryan Air probably has one of the better CX programs out there.

Before you get ready with that hate email, first let me explain! Read more

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