Posts

A New Era for Journey Orchestration

Journey orchestration is the ability to deliberately create individual journeys for customers based on your data, sending the right messages at the right time to the right customer.

Platforms from Salesforce, Adobe, and others incorporate this capability into their platforms, and third-party offerings from Thunderhead, Kitewheel, Usermind, and Pointillist work across systems, without having to put everything into your CRM.

It still surprises me how slowly the marketplace has grown since Heart of the Customer first began offering journey orchestration capabilities almost two years ago. According to Owler, the four cross-platform companies I named above have a combined estimated revenue of less than $50 million.

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Why Do Bonuses for NPS Scores *Seem* Wise?

I’ll get right to the point: Change management is cheaper than bribing employees. It’s more effective, too.

The CEO of a client organization recently asked us about offering a bonus tied to their Net Promoter Score (NPS). He believed that this would motivate employees to think more about customers and improve their experience.

Without mincing words, I told him I thought that was a terrible idea – one that is universally frowned upon.

He pushed back: “Why? What’s the evidence? Other organizations are doing it. Why is it so bad?” Read more

Do the CX Buttons You Push Matter?

Research from CustomerThink, Forrester, Pointillist, and the XM Institute agree: Few CX programs can prove that their work matters to business outcomes.

This reminds me of a story from my college days.

I was visiting my buddy Rick, and we went down to the rec room in the basement of his dorm to shoot some pool. Tucked in the corner was a video game.

A little background you should know: When I was in high school, I had a paper route that included a vending machine. That meant I always had pocketsful of quarters. Which, given the era, meant lots of afternoons at an arcade, happily feeding those quarters into video games. Read more

Don’t “Go the Extra Mile” in the Wrong Direction!

“What does ‘good’ look like?”

That’s a question CX leaders spend a lot of time pondering. For example, I’m often asked questions like, “How fast does our response rate need to be?”

The easy answer? “As quick as you can make it.” That’s the lazy answer, too.

It should come as no surprise that easy, lazy answers – even when they seem logical – might not be the best. But they can also seriously harm your brand.

Because nothing comes without tradeoffs.

For example, one Heart of the Customer client focused on same-day shipping for every service request. You ask for it today, they get it out to you today. That sounds better than “good,” right? It seems downright greatRead more

Revealing Change Makers’ Secrets

As regular readers have probably noticed, I’ve been referencing the massive research project we undertook last year often in recent blog posts, especially while sharing learnings.

Today I want to take you behind the curtain and describe the impetus for the project, explain some of the methodology, and tell you about my motivation and goals. To do that, I need to start at the beginning.

Once upon a time, I was a customer experience failure.

Back in the olden days (olden in CX terms, anyway, as it was more than a decade ago), I led a customer experience program in a division of a large health insurance organization.

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Are Your “Averages” Obscuring Your CX Opportunities?

If I could only ask you one question to determine if you’re a Change Maker, it would be this: “Tell me about your data.”

Most of the more than 100 CX pros we interviewed in the course of our research last year responded with, “What do you mean?” Or they only mentioned survey data.

But not the Change Makers.

They understand that business data is what the organization runs on. And they have a thorough understanding of the metrics that make up their customer journeys, particularly their organizations’ key performance indicators (KPIs). Read more

Follow the Chain of CX Value to Drive Impact

Done right, CX is a business discipline where organizations thrive by investing in an improved customer experience. That notion is largely accepted, even though it’s not always practiced.

The challenge there is knowing where to invest.

Success requires finding the sweet spot where an improved experience leads your customers to spend more with you, stick around longer, and/or engage with you in less-costly ways.

So how do you find that sweet spot?

By working the issue backward and managing it working forward, through the Chain of CX Value.

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Interview: Kate Nightingale of Style Psychology

Heart of the Customer’s Jim Tincher sat down with Style Psychology Founder and CEO Kate Nightingale recently, to discuss the role of emotions in the customer experience. (But it’s 2021, so of course “sat down with” means “met on Zoom.”) Below is a lightly edited transcript of that conversation. You can watch the complete video here.

Jim:
So we were on a panel together [The Art and Science of Creating Exceptional Customer Experiences, now available on demand] and we were talking about emotions in the experience. And one of the other panelists brought up the “effortless experience.” Both you and I had a visceral reaction to that book. I have my thoughts, but let’s start with you. Tell me more why you reacted to that. Read more

Five Questions To Answer for Customer Journey Mapping Success

Successful customer journey maps drive customer-focused change like improving customer experience, developing a new way to deliver value to customers, or reducing the cost to serve current customers.

Based on a 2016 study of customer experience professionals, over two-thirds of respondents did not rate their journey mapping project as successful. The reason? A lack of action from the mapping endeavor.

When we work with clients at Heart of the Customer, our goal is to drive action from the journey maps. We require our clients to work through the Five Questions as a foundation for their journey mapping. Ask yourself and your team to work through these Five Questions before launching your customer journey mapping initiative: Read more

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