Posts

Stop Bribing Your Employees for Good NPS Scores

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.

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Journey mapping is still happening in silos.

This is ironic. Journey mapping is a fantastic tool to break down silos by creating a shared view of the customer experience.

Except when it isn’t. All too often, companies focus on small teams to move quickly. “Too many cooks spoil the broth,” they argue. “Aligning all those teams will take time, and we need to be done in 6/8/12/16 weeks, and we don’t have time to educate HR, IT, Legal, or other groups about what we’re doing. We’ll catch them up afterward.”

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Too many see journey mapping as an employee workshop.

What is journey mapping?

That may seem like a strange question from a blogger whose title is “Mapper-In-Chief,” but there’s so much confusion on the topic that it’s a question that needs to be asked.

This confusion is fueled by vendors who offer “journey mapping workshops.” This is a half- or full-day workshop where you gather a bunch of employees who each adopt a customer persona and use Post-It Notes to document your perceptions of that customer’s journey. Oracle hosts this type of workshop, and by all accounts it’s a ton of fun. It’s possible they mention the need to actually talk with customers, but the attendees I’ve spoken to don’t remember them saying that.

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It’s not Necessarily a Design Issue

I regularly receive emails that go something like this: 

I have almost completed my organization’s journey map! Can you give me some design suggestions before I share it with my company?

This request comes from a good place, a desire to educate the company about the customer’s journey, but after a few questions, it quickly falls apart. There are at least three problems with this request. 

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Why do you need to talk to customers?

I was talking with a prospective customer last week, and I walked through our customer journey mapping process – first you collect companies’ hypothesis and existing data, then go out to their customers to interview them in their places of work (they’re a B2B company), and finally bring that voice of the customer back to your teams to drive change.

He had attended a journey mapping training class and truly drank the Kool-Aid. He talked about how he put together a workshop and wanted to expand the methodology. Then, at the end of the conversation, he asked: “Jim, I trust you; you do this professionally, but why exactly do you need to talk to customers in journey mapping?” Read more