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Develop a Killer Metric to Drive CX Action

June 19, 2019/in CX Program Strategy, Driving CX Culture Change, Metrics & ROI /by Jim Tincher

As our book gains traction, readers tell us they appreciate our focus on starting journey mapping by targeting an identified business problem and using this to drive customer-focused change.

We interviewed dozens of CX leaders on how they did this, including Mark Smith, formerly of Element Fleet Management Corporation. Mark spoke on multiple topics, but my favorite was the need to develop a Killer Metric.

The Killer Metric isn’t NPS, Trust, or Customer Satisfaction. It’s one business KPI (Key Performance Indicator) that you use to rally the team to focus on meaningful change. He discussed how Amazon uses contacts per order – the more people call or chat, the worse the experience (in Amazon’s world – notice that Zappos, owned by Amazon, has a very different philosophy). Delta uses canceled flights, which has the biggest impacts on their customers. Read more

What Wells Fargo (and the Rest of Us) Can Learn from Samsung

June 10, 2019/0 Comments/in Customer Experience Vision, CX Program Strategy, Driving CX Culture Change, Employee Experience /by Jim Tincher

“Who knows what happened to us two years ago?” Wells Fargo’s Chief Marketing Officer Jamie Moldafsky (I originally wrote about this here)
“Who’s heard of our product, the Note 7? [pause] Yes, pretty much everybody, in every plane trip, for about a year.” Michael Lawder, SVP, Customer Care, Samsung Electronics America

Both these speakers began their speech with a similar attempt at humor to grab the audience’s attention, referencing an event that happened in late 2016, but a small difference speaks volumes to their contrasting attitudes. This small difference shows why Samsung has fully recovered while Wells Fargo continues to falter.

Problems can happen in even the best-run company. Pixar, Amazon, GE – all have experienced problems. This post isn’t about preventing problems (although many of these – particularly Wells Fargo’s problems – should have been avoidable). Instead, it’s about what to do once it happens. Read more

Ten B2B KPIs to Track, Starting Now (none are NPS) – Business KPIs

March 5, 2019/in Metrics & ROI /by Jim Tincher

Measuring Customer Experience’s (CX) business impact is hard. It’s one of the biggest challenges in passing the CCXP exam. One reason is that CX pros are very customer-focused; we’re confident that if we just focus on customer needs, the ROI will take care of itself. Unfortunately, our business partners aren’t always so confident.

Is Customer Experience a Missed Opportunity?

January 16, 2019/0 Comments/in CX Program Strategy, Surveys & Feedback /by Jim Tincher

My immediate answer to this is no – there’s a ton of good work happening to improve customers’ experience. But that’s a qualitative response, informed largely by the great work I see our clients doing.

Stop Bribing Your Employees for Good NPS Scores

December 4, 2018/0 Comments/in Customer Experience Vision, CX Program Strategy, Driving CX Culture Change, Employee Experience, Minneapolis CX, Surveys & Feedback, Voice of the Customer /by Jim Tincher

We’re early in Customer Experience (CX) capability development, and I absolutely love it! We’re discovering the best practices that our successors will take for granted; “of course that’s how you do it.”

Unfortunately, being in this early stage means that some “best practices” aren’t. Some actually hinder the goal of improved CX – to create loyal customers who love your brand and come back time and again.

One “best practice” that can create a terrible customer experience is paying employees to achieve good NPS, or Customer Satisfaction, scores. This needs to stop.

Interview: Building a World-Class CX Capability

April 3, 2018/1 Comment/in CX Program Strategy, Interviews with CX Experts /by Jim Tincher

I recently did an interview with Intouch Insight–see below for Part 1.

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We recently sat down with Jim Tincher, founder of Heart of the Customer and Certified Customer Experience Professional (CCXP), to get his take on the customer experience landscape and how it is changing in 2018.

In part-one of this two-part article series, Jim discusses several key topics around customer experience (CX):

- The importance of Customer Experience Management (CEM)
- Where companies should focus their efforts in the early stages of developing a CEM program
- Key challenges CX professionals face and how to overcome those challenges
- Innovations in technology that will shape the future of CX

Your Quest for Survey Data May Be Hurting Your Company

February 20, 2018/1 Comment/in CX Program Strategy, Metrics & ROI, Surveys & Feedback /by Jim Tincher

One thing we CX-ers have in common: we love our metrics. Go to any CX conference, and the room that’s filled to overflowing is probably talking about metrics.

Metrics are comfortable for us. Whether we’re talking Net Promoter Score, Customer Effort Score, or good old customer satisfaction, survey metrics give us something to share with the business. Even better, in a role that is so focused on intangibles, we have one tangible thing we can point to.

Of course, to get these metrics we need surveys. Lots of surveys. Long relationship surveys, short (but frequent) transactional surveys, and medium-length touchpoint surveys. More data to analyze and report. We need to feed the beast.

I recently ran across some research that suggests that the continuing search for these metrics may actually be hurting your company. Read more

Do airports care about CX? Should they?

February 15, 2018/1 Comment/in CX Program Strategy, Voice of the Customer /by Jim Tincher

A couple of years ago I had a layover in Philadelphia. Try as I might, I couldn’t find a good electrical outlet – the ones I could I find required sitting on the floor. Annoying.

This led me to wonder: While it’s clearly a bad experience to be stuck for a few hours without a convenient way to charge up, is it truly a customer experience issue that should concern the airport authority? Read more

The ADKAR Change Model and Customer Journey Maps

January 25, 2018/in Customer Experience Vision, Customer Journey Mapping, CX Program Strategy /by Jim Tincher

Image credit: Prosci.com

The primary reason to run a customer journey mapping project is to drive customer-focused change. That’s what we heard when we asked customer experience practitioners to rate their success with their journey mapping project. A successful journey mapping project is one where change is made from the results.

Driving change requires a strong model, and at Heart of the Customer we’re fans of Prosci’s ADKAR Change Management Model. ADKAR stands for:

Awareness of the need to change
Desire to change

Knowledge of what and how to change
Ability to change
Reinforcement of the change

Use Commitment Science to Drive CX Change

November 9, 2017/in CX Program Strategy, Driving CX Culture Change /by Jim Tincher

At Heart of the Customer, our team is reading Influence, the classic book by Robert Cialdini. While it’s an older book, it has a ton to offer to anybody looking to build action, including in the area of customer experience (CX).

This week we’re up to Chapter 3, Commitment. Cialdini uses a ton of examples, including Chinese prison camps in Korea, fraternities, and small kids playing with toys. Through these examples, Cialdini shows how by convincing others to publicly claim their support for a specific philosophy, you are leading people to subsequently act in a manner consistent with that philosophy – even if they previously did not strongly support such a position. Read more