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10 Questions for B2B2C CX Leaders

This is the third in a three-part series that explores critical questions CX leaders should be asking – and able to answer. There is some overlap between issues and questions for B2C and B2B (covered previously) and B2B2C (covered here), but I’ve chosen to address each audience individually.

B2B2C experiences, such as those offered by insurance companies, are the most complex experiences to manage.

Not only do you need to win the loyalty of your distribution partners (such as agents), you also need to create an outstanding – but distinct – experience for your end customers, whose needs and goals are entirely different. Read more

10 Questions for B2B CX Leaders

This is the second in a three-part series that explores critical questions CX leaders should be asking – and able to answer. There’s some overlap between B2C, B2B, and B2B2C issues, but I want to address each audience individually. Last week, I covered B2C; next week I’ll address B2B2C leaders.

I’ve talked with hundreds of B2B leaders over the years and found, like B2C leaders, they also often seem to have little knowledge about the health of the business, and how executives measure and monitor it.

Below are ten questions (plus one freebie, because we’re always about adding value!) that you need to be able to answer – and reference – for your CX program to create real business impact. Read more

10 Questions for B2C CX Leaders

This is the first in a three-part series that explores critical questions CX leaders should be asking – and able to answer. There will be some overlap between B2C, B2B, and B2B2C issues, but I want to address each audience individually, starting here with B2C. Next week, I address B2B leaders.

One thing I’ve noticed over years of talking with hundreds of CX leaders is that their level of success usually corresponds to their level of knowledge about the health of the business.

Simply put, business leaders speak in business metrics, while CX leaders – the unsuccessful ones, that is – speak in survey scores. When I talk to one of the rare successful CX leaders, I find their vocabulary is much more aligned with other organization leaders, covering issues such as customer loyalty and share of wallet. Read more

Your Next CX Hire…Shouldn’t Be a CX Hire

As we interviewed hundreds of customer experience professionals across scores of organizations for our research initiative last year, we looked for what indicated the ability to drive impact.

We’ve documented the top items a few times in the past: linking everything to business value, understanding the technology and data, measuring and improving emotions, and using change management. Read more

Three Ways to Make Your Case

“We’ve all seen those studies where it says a one-point increase of CSAT equals this revenue, but to a Commercial Officer, a CEO, or a CFO, this doesn’t sound real. So it doesn’t put CX in a credible position. We need to prove this based on our own data: ‘These are the scores for the past year, and this is the revenue or the growth in revenue and the growth and shipments for these exact countries. And this is what it looks like. This is the correlation between the revenue and customer satisfaction and NPS.’” – 2020 interview participant

I bet that like me, you love to read research that shows that CX pays. Luckily for both of us, there’s plenty of industry data on the topic. The most compelling is Watermark Consulting’s tracking of stock prices. Read more

Tech Innovations Will Raise Expectations

The jostling we’ve seen in the CX tech marketplace over the past few weeks ― and discussed in previous posts ― is going to impact more than just the SaaS (software as a service) companies in play.

It’s going to impact you…and the way CX is practiced going forward.

This slew of recent transactions (such as CSG’s purchase of Kitewheel), will spur innovation and consolidation that will result in broad, new enterprise experience platforms. These offerings will pack a powerful punch by combining previously disconnected technologies and capabilities, such as journey mapping, analytics, and orchestration. Read more

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.

Read more

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