Posts

Turn Your Dashboards Up to 11

Does it take you five hours to update your customer health dashboard, only to have three people barely glance at it?

Worse yet, did someone else send out an Excel report that everyone read instead, even though you have a dashboard for their use?

In other words, is your dashboard on mute? Read below for three ideas related to dashboards that you might not have considered. Read more

What Is a Living Journey Map?

Once you find out what a living journey map can do, you won’t have any trouble understanding why it’s so important to the success of your CX initiatives.

So what can it do?

Unlike a static journey map, a living journey map doesn’t remain fixed in particular point in time. It changes and evolves as your journey does, tracking updates in customer/operational data and KPIs across the entire journey as you implement improvements. This allows you not only to see what’s working, but to prove it with the kind of hard business data the C-suite is eager to see. (And who here isn’t eager to please the C-suite?) Read more

Learn From West Elm’s Missed Opportunity

One of the most critical findings from our 100+ interviews with CX pros over the course of 2020 was the importance of selecting one emotional outcome for your experience and using it as a design target. This is because emotions are the heart of your customer experience.

But for some reason, few programs deliberately measure and manage their emotional outcomes, even though emotions strongly outweigh effectiveness and ease. (This holds true even for B2B, as Jen Zamora of Dow so eloquently demonstrated in my interview with her.)

This omission was particularly glaring for me during my recent experience with West Elm, Williams-Sonoma’s chain of high-end, artfully designed furniture stores.

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Customer health dashboards are an effective CX tool.

Customer Health Dashboard Tips

Far tooCustomer health dashboards are an effective CX tool. many companies with CX programs cannot show that they are making a difference to the business. This prevents them from being included in decision making and contributing to the health of their companies. There’s a solution to this problem: customer health dashboards.

Customer health dashboards are foundational to measuring and improving (and proving!) the impact your CX efforts. The research Heart of the Customer undertook over the course of 2020 clearly showed that the vast majority of leading programs used customer health dashboards. Read more

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

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.”

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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

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

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.

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