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Four Trends Changing the Customer Experience Movement

Our Customer Experience capability is growing!  In the last two months the Customer Experience Professionals Association (CXPA) has added about 300 members, with four new sites hosting local events.  Here in Minneapolis we hosted a great session to discuss Forrester’s Customer Experience Maturity Model, and how members are helping their companies move up the model.

As with any movement, this growth is leading to maturity and change.  Here are four trends I am seeing impact our practice today:

  • Customer Experience is moving beyond just NPS
  • Increasing recognition on the role of employee engagement
  • Customer Journey Mapping 2.0
  • Emerging Comprehension of Customers’ Non-Rational Thinking

Customer Measurement is Moving Beyond Just NPS

The Net Promoter Score (NPS) is still the cornerstone of many customer experience programs.  What is changing is that companies are moving beyond the notion of using just one number, surrounding it with other factors, including satisfaction (yes, it’s still popular for many), loyalty, and the Customer Effort Score.

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Minneapolis CXPA Event: Starting a Customer Experience Capability

Join me at our CXPA Minneapolis Local Networking Event.  We’ll have a great discussion on how different organizations have started their journey, with lots of time for Q&A!

Event Details: “I think we need to be more of a customer centric organization” said the CEO. “I am concerned about price pressure and wonder if service could be a differentiator for us. I have been hearing about customer experience. I would like you to figure out what this is and what it could mean for our organization. Let me know what we need to do.” While not a real conversation, many customer experience practitioners have been faced with a charge about that vague. What is customer experience? How do you start when your organization is just beginning to think about a more disciplined approach? How do you build a sustainable approach that will be embraced across the organization? Come participate in an interactive discussion as we talk about customer experience maturity models and how to begin the journey. We will introduce a model that moves from early thinking to fully embedded in the organization, with a very focused discussion on the first stages. Come with your experiences, stories and questions as we learn from each other.

Speaker: Ingrid Lindberg, Chief Customer Experience Officer for Prime Therapeutics

When: Wednesday, July 17, 2013, 5:00 p.m. – 7:00 p.m.

Register at http://cxpa.org/events/event_details.asp?id=332434&group=

Where: 900 2nd Ave S
Ninth Floor, Room 9014
Minneapolis, MN

Cost: CXPA Members – FREE; Non-members – $20

Sponsored byOracle

Please join me at the next Minneapolis CXPA Event

CXPA logoWednesday, July 17, 2013, from 5-7.  Ingrid Lindberg, Chief Customer Experience Officer at Prime Therapeutics, will be speaking on how to get started on your customer experience journey.

Event Details: “I think we need to be more of a customer centric organization” said the CEO. “I am concerned about price pressure and wonder if service could be a differentiator for us. I have been hearing about customer experience. I would like you to figure out what this is and what it could mean for our organization. Let me know what we need to do.” While not a real conversation, many customer experience practitioners have been faced with a charge about that vague. What is customer experience? How do you start when your organization is just beginning to think about a more disciplined approach? How do you build a sustainable approach that will be embraced across the organization? Come participate in an interactive discussion as we talk about customer experience maturity models and how to begin the journey. We will introduce a model that moves from early thinking to fully embedded in the organization, with a very focused discussion on the first stages. Come with your experiences, stories and questions as we learn from each other.

More details are available at http://cxpa.org/events/event_details.asp?id=332434&group=.  I hope to see you there!

Customer Effort Score: How Hard is it to be Your Customer?

How much effort is your customer experience?Are you familiar with the Customer Effort Score (CES)?  It is rapidly gaining converts as a way to measure the transactions that make up your customer experience.

(Editor’s note: More details on the CES 2.0 can be found here.)

The Net Promoter Score, or NPS, measures your overall customer experience.  But it doesn’t show where to focus to improve your results.  Imagine telling your store manager, B2B sales team, or director of your call center only that “Your NPS scores are low. Fix them!”  Where do they begin?

Transactional measurements show what segments of your experience impact your customer loyalty. Some companies have tried to use NPS to measure transactions, but it was never designed for this.  Asking “Would you recommend your call center rep?” doesn’t work, as most customers have no desire to call your call center in the first place.  Similarly, “Would you recommend [Company] website”  causes confusion – are your customers recommending the company behind the website, the design, the functionality, or all three?  This is where the Customer Effort Score shines.

When customers have to expend more effort than they expect, they leave.  High effort equals low customer loyalty.  The CES helps you monitor this.

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Join a CXPA Event Near You

 

Are you a member of the Customer Experience Professionals Association?  I just joined about a month ago, but have already kicking myself for not joining long ago.  It is a wealth of information about best Customer Experience practices, with both providers and client-side professionals sharing their expertise for free.  All this for less than $200 a year!

Minneapolis readers should consider joining us at the upcoming CXPA Minnesota Local Networking Event.  This is a terrific opportunity to meet your local customer experience community – and I also had a preview of the menu, and it sounds incredible.  More information:

What to Expect

Re-Imagine Your Customer Experience Journey! Understanding customers holistically and adapting your business to their expectations are two common obstacles facing executives today. Please join your fellow CXPA members along with Ingrid Lindberg, Chief Customer Experience Officer for Prime Therapeutics and a founding member of CXPA and Kendall Nygard, VP of Service Experience for Ameriprise for this CXPA Minnesota Local Networking Event.

Ingrid and Kendall will lead an interactive discussion on how to re-imagine and re-design your Customer Experience through leveraging touch point processes, enablement tools, and technology. One of the best tools your organization can utilize when embarking on the customer experience transformation is Journey Mapping. Amerprise has recently gone through the Journey Mapping process and will provide us with their insight on lessons learned and guidance on where and how to begin.

Date: Monday, April 22, 2013

Time: 5:00 – 7:00 p.m.

Location: 900 2nd Ave S
Fourth Floor Room #3
Minneapolis, MN