Interview with Laurie Englert – Customer Experience is a Team Sport

Laurie Englert HeadshotA new digital experience can make or break success for a manufacturer.  But what do you do when you discover that many of your customers’ pain points are analog?

That’s the situation that Laurie Englert was in. And the way she answered it was by creating an environment where customer experience is everybody’s job.

Laurie is the VP of Marketing at Milestone AV, a leading manufacturer of audiovisual mounting and display solutions. She is part of the commercial team whose primary customers are the independent dealers and distributors who sell and/or install their products into schools, corporations, hotels, stadiums and basically any other commercial application.

Building a cross-functional customer experience team

Milestone’s customer experience journey began as a web project. Two years ago they began building their digital experience, and Laurie co-created a customer experience team with her VP of IT. Read more

Slideshare – Creating a Customer-Focused Customer Experience Journey Map

For you Slideshare fans, I have uploaded a presentation on creating a customer-focused Customer Experience Journey Map.

Customer journey maps go by different names, such as customer experience maps, journey maps, and touch point maps. Journey maps serve as a visual means to identify the steps your customer goes through as they experience your product or service and the impact of each. Customer journey maps chart your customer’s experience and help you target improvements with the greatest return. By identifying those steps in the customer experience with the greatest impact, your journey map becomes a centerpiece of your customer experience planning process.


Please join me at the next Minneapolis CXPA Event

CXPA logoWednesday, July 17, 2013, from 5-7.  Ingrid Lindberg, Chief Customer Experience Officer at Prime Therapeutics, will be speaking on how to get started on your customer experience journey.

Event Details: “I think we need to be more of a customer centric organization” said the CEO. “I am concerned about price pressure and wonder if service could be a differentiator for us. I have been hearing about customer experience. I would like you to figure out what this is and what it could mean for our organization. Let me know what we need to do.” While not a real conversation, many customer experience practitioners have been faced with a charge about that vague. What is customer experience? How do you start when your organization is just beginning to think about a more disciplined approach? How do you build a sustainable approach that will be embraced across the organization? Come participate in an interactive discussion as we talk about customer experience maturity models and how to begin the journey. We will introduce a model that moves from early thinking to fully embedded in the organization, with a very focused discussion on the first stages. Come with your experiences, stories and questions as we learn from each other.

More details are available at  I hope to see you there!