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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.”

Like the saying goes, “A consumer is a statistic. A customer is a person.” Read more

CX Day Topic: How to Become a Trusted Advisor

I’ve yet to meet anyone who can believe it’s already October. Nonetheless, its arrival also means it’s time for CX Day, the annual celebration of customer experience practitioners and their successes!

Visit the CXPA’s website for a complete list of events. Also check out LitmusWorld’s week of related offerings, including their #CXDay2020 Voice of Experts series, where I am honored to be featured. (I was also recently named one of their Top CX Influencers for 2020.)

For my part, I’m going to mark the day by focusing this post on the power and potential of CX for B2B enterprises. Read more

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

Enable CX Action by Removing Barriers

On our continuing journey exploring John Kotter’s 8 Steps to Accelerate Change and how you can apply them to the CX world, we have reached the fifth step: Enable Action by Removing Barriers. (Catch up on earlier posts in the series here!)

According to our forthcoming work on understanding how companies improve their customers’ journeys, one of the top obstacles to improvement is organizational complexity. Read more

Enlist a Volunteer CX Army

One thing about being in CX – you’re unlikely to have a huge staff. Typically, that’s deliberate. CX doesn’t – and can’t! – own the entire experience. That’s what all those other departments do. Your role is to influence them, and align the entire organization on CX objectives.

We’re not yet ready to share the full results of the survey of journey maturity we recently conducted in partnership with Usermind and Megan Burns, but I will tease one of the results. (CXPA members can join our webinar at the end of September to find out more about what we learned.) Read more

Create a Compelling CX Vision

Rallying your teams to move to a more customer-focused approach requires letting them know what needs to be done. And nothing is more effective at accomplishing that than having a compelling CX vision for what the future looks like.

A clear vision is the accelerator for customer experience (CX) change. Sure, you can improve the experience without a vision – but it will be much more difficult.

A compelling vision is Kotter’s third step in change management. (I’ve explored the first two steps here and here.) As the firm explains in 8 Steps to Accelerate Change in Your Organization, “You can’t appeal to people with data and facts alone. You must also account for how people feel. If you can provide greater meaning and purpose to their efforts, amazing things are possible.” 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

To Spur Action, Create a Sense of Urgency

I wrote last week about the importance of change management for customer experience (CX) programs, using John Kotter’s model. This post dives deeper into Step One of his approach: creating a sense of urgency.

Without a doubt, this can be challenging. If your company is doing well, it’s hard to get people’s attention. Why tinker with anything if the business is growing? Conversely, if your company is struggling – as, due to COVID-19, so many currently are – noise and anxiety make it hard to focus.

When we look at successful CX programs, this is often where they move ahead of the pack. Those programs are creating a sense of urgency while others are content to focus on survey scores.

There are infinite ways to create a sense of urgency, but below are a few approaches you can try. 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.

Read more

The Secret of CX Success

Swing for the fences! Shoot for the Moon! You got this! 

During my many years as a high school and collegiate lacrosse player and coach, I heard (and said) encouraging platitudes like these more times than I can possibly count.  

But I think many CX professionals – myself included – could benefit from a reminder of just how much confidence caimpact outcomes. 

Read more