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Interview: Building a World-Class CX Capability

I recently did an interview with Intouch Insight–see below for Part 1.

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We recently sat down with Jim Tincher, founder of Heart of the Customer and Certified Customer Experience Professional (CCXP), to get his take on the customer experience landscape and how it is changing in 2018.

In part-one of this two-part article series, Jim discusses several key topics around customer experience (CX):

    • The importance of Customer Experience Management (CEM)
    • Where companies should focus their efforts in the early stages of developing a CEM program
    • Key challenges CX professionals face and how to overcome those challenges
    • Innovations in technology that will shape the future of CX

Read more

The ADKAR Change Model and Customer Journey Maps 

Image credit: Prosci.com

The primary reason to run a customer journey mapping project is to drive customer-focused change. That’s what we heard when we asked customer experience practitioners to rate their success with their journey mapping project. A successful journey mapping project is one where change is made from the results. 

Driving change requires a strong model, and at Heart of the Customer we’re fans of Prosci’s ADKAR Change Management Model. ADKAR stands for: 

  • Awareness of the need to change 
  • Desire to change 
  • Knowledge of what and how to change 
  • Ability to change 
  • Reinforcement of the change 

Read more

Use Commitment Science to Drive CX Change

At Heart of the Customer, our team is reading Influence, the classic book by Robert Cialdini. While it’s an older book, it has a ton to offer to anybody looking to build action, including in the area of customer experience (CX).

This week we’re up to Chapter 3, Commitment. Cialdini uses a ton of examples, including Chinese prison camps in Korea, fraternities, and small kids playing with toys. Through these examples, Cialdini shows how by convincing others to publicly claim their support for a specific philosophy, you are leading people to subsequently act in a manner consistent with that philosophy – even if they previously did not strongly support such a position. Read more

“I’m new to CX – what do I do?” Seven Steps for the New CX Leader 

One of the pleasures of my role is that I get to meet people new to customer experience (CX). Being a relatively new discipline, CX doesn’t have much bench strength, so we bring in others from other disciplines who have the passion, but not the experience.  

This post is dedicated to those who have a passion for improving their customers’ experience, but aren’t 100% sure where to start. The items below aren’t completely linear—you can’t wait until one is done before you start the next—but they do list a good order in which to begin.  Read more

Let Domino’s (Yes, Domino’s) Inspire Your Customer Experience

I’m a huge pizza fan. It’s a major character flaw, and hasn’t helped me in my goal to lose a little of this middle-aged weight.

I normally get the expensive pizza from a local chain. But when the kids are home, I’m more likely to look for a less-expensive alternative. And Domino’s fits the bill.

But Domino’s offers more than just a way to feed the kids for twenty bucks. They offer an inspiration for customer experience (CX) that can apply to multiple kinds of experience.

What are They Doing Well?

If you haven’t ordered from Domino’s online, your assignment is to go do that now. Then, sometime in the next week, order another using their mobile app. Notice how they have enabled the ability to watch everything that happens straight from your browser or smart phone.

This innovation is bigger – and more applicable – than it may seem. It provides incredible transparency to their internal operations. And while it’s certainly cool, it does something even more important – it gives peace of mind.

Think about the last time you ordered a pizza from someone else. They probably gave you an estimate. But you never knew exactly when it was coming. How many times are you disappointed at it taking longer than you expected? Conversely, have you had the pizza delivery person show up, and you don’t have your payment ready?

Domino’s solves this through combining transparency and coolness in one application.  Read more

Patients want choices, but that doesn’t mean they want to choose

I recently interviewed a specialty health care practitioner on behalf of a health device manufacturer. My client identified him as being less successful in equipping his patients with their device.

We walked through the patient experience, from scheduling to the welcome and the examination. He shared his passion for his work, and how great it felt when he was able to help his patients. He loved his job, and it showed.

But according to my client, he was far less successful at actually getting his patients to get the product that would improve their well-being.

Where was the problem?

We continued to discuss how the appointments typically end. “Once we determine the need for [device], I give my patients brochures for several different manufacturers, and tell them to go home and read them, then to let me know which one they want.”

Bingo. Read more

Building Customer Empathy: An Interview with Natalie Schneider

Anthem, Inc. is in the middle of customer experience (CX) resurgence. I had the chance to catch up with Natalie Schneider, VP of Customer Experience, to learn more about their efforts to help build customer empathy in their employees.

Tell us a little about what led you to start working on customer experience.

A few years ago we at Anthem realized that our company’s growth was going to have to start coming from consumers—a B2C approach, rather than what we had been doing, which was largely B2B. Once we saw that, we quickly realized that our B2C operations were completely unsatisfactory—it was a kind of “OMG” moment for us, and so we started really investing in customer experience and putting together a team to try to fix what we were lacking.

We had a lot to learn—we hadn’t been looking at things from the customer’s perspective at all, and had a very insular, inside-out perspective. To buy a product on our website the customer had to go through 22 clicks! But we moved the needle. When we started, there were probably fewer than ten associates who even knew what the term Net Promoter Score even meant—three years later and we’ve improved our NPS by double digits, and business leaders talk about it constantly, across the company.

Read more

Case Study: Journey Mapping Unleashes the Power of People

 

Journey maps are extremely valuable tools. They provide key insights into the thoughts and feelings of customers during their interactions with your company, and they point the way toward cost-effective solutions to problem areas. But like any tool, they won’t do you much good if you take them home and stash them in a drawer.

To turn what’s on the page into a dynamic and fruitful change in company philosophy, you need to have the whole company on board. And the key to doing that is to ensure that everyone is invested in the process. The maps are starting points, not destinations.

Heart of the Customer works with companies to get all their stakeholders on the same page right from the start. We tailor our methodology to build the trust and consensus needed to propel change. Journey maps are more than just attractive, easy-to-digest compilations of important findings. Used optimally, they become a rallying point that can usher in a new era of strategic collaboration, with both immediate and long-term rewards. Read more

Heart of the Customer in Expert Interview Series

Something different. I was recently interviewed by Netscout as part of their Expert Interview Series for CIO Brief. A copy is below. Enjoy!

Jim Tincher is the Mapper-In-Chief of HEART OF THE CUSTOMER, where he helps brands understand how hard it is to be their customer. We recently asked for his insight on how businesses can better know their customers and improve their customer experience. Here’s what he shared:

Can you tell us about the mission behind Heart of the Customer? What are your goals?

Our mission is to help change agents transform their organization to fully internalize the voice of their customer and to drive action against that. Our goals are to provide those change agents with the call to action needed to drive change.

How has the way brands engage with customers evolved since you launched your business?

Customer experience is now being taken more seriously. In the last few years we have seen the rise of the customer experience (CX) organization, charged with driving the company to build a customer-centric approach. However, we’re still at a fairly early stage, so methodologies are not yet robust. We’re in a very exciting time, as we are building the tools that will become the standard. Read more

Building a customer room at Prudential – an interview with Jason Kapel

A customer room is a fantastic way to communicate just what it’s like to be your customer. Jason Kapel of Prudential discussed their customer room at a CXPA meeting, and I asked him to share his experience with our readers.

How did you come up with the idea of a customer room?

I wanted to get people engaged with the idea of CX—not just hand them another article, or give yet another PowerPoint presentation. I wanted to get people really engaged in the idea. So after reading about a health insurer’s customer room, we built a room of our own and took it to Prudential’s primary employee locations as part of a CX roadshow.

And what is a customer room, exactly?

A customer room is exactly what it sounds like: a room full of information about customers that employees and other visitors can experience in a unique and interactive way. Simple to understand—but complex in how it helps people understand the purpose and usefulness of CX. Read more