Posts

Ideas are Your Fuel for an Improved CX

Think about the last time you led brainstorming to improve your customer experience (CX). Did you give people Post-It Notes and have them shout out ideas while they put them on the wall?

Doing that is a ton of fun. But it’s also a terrible way to develop ideas. So, stop doing it. 

You reply, “But this approach is a staple of design thinking. Everybody’s doing it! Why shouldn’t I?  Read more

Good CX = Great Business Case

I’m returning home from a day and a half at Comcast’s headquarters, locked in a room with other marketing and CX thought leaders. (Okay, so not exactly locked in…)

They brought us to Philadelphia to share the work they’re doing in customer experience and to get our feedback and advice. But mostly to show us what they’re doing.

I came in pretty ambivalent. I’m not a customer – I wrote this post about firing them, but I’ve seen Graham Tutton speak twice (read about it here), and it appears they’re making a sincere effort to improve. What they shared today reinforces that positive belief – they really are working hard to change the trajectory. Read more

No News is No Longer Good News

Domino’s went and spoiled it. And then Amazon made it worse.

It used to be that customers were patient and okay with waiting on your processes. Whether shipping a product, going through underwriting, or applying for a loan, we were okay with waiting in the dark. We didn’t like it. But we accepted that companies put their information into our black box and the results would eventually come out.

And then Domino’s created their pizza tracker. Suddenly, we all had a view of the behind-the-scenes processes that we never knew we wanted. We could see when the sauce went on, when the ingredients were added, and when it came out of the oven. Who cares if the pizza’s mediocre? We just loved the experience! Read more

Make a Splash on CX Day

CX Day is coming on October 1 – you can learn more at www.cxday.org. It’s your annual moment to make a splash. You’re always looking for ways to bring your customers to life for your employees – here’s a great opportunity.

CX Day, sponsored by the CXPA, gives you the excuse to get in front of employees to share the latest information on your customers – their needs, their desires, and how to be of help to them. As you get ready for the day, I’d like to suggest a few guidelines:

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Video Interviews=CX Impact

I’m returning from a two-day Action Workshop, wrapping up a four-month journey mapping project. In the first day, we shared the literal voice of the customer, collected through 46 video interviews with customers. These video interviews shared the power of when the customer experience goes right, as well as the ramifications of when it goes wrong. At one point, there were audible gasps from the attendees after one former customer shared his experience with our client. Read more

What Makes a Great Customer Experience Leader

Over the years I’ve had the opportunity to interview dozens of CX leaders, and still more as we wrote our book. Combining that knowledge with some of the industry research, such as CustomerThink’s report on winning CX programs, we’ve identified three traits that separate the best customer experience leaders from the rest.

For too many, CX has fallen into a rhythm:

  1. Conduct an NPS survey
  2. Analyze the results
  3. Share the results with anybody who will listen
  4. Implement some quick wins
  5. Repeat the NPS survey
  6. Wonder why things haven’t changed

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How Hard is it to Be Your Customer Book Cover

Develop a Killer Metric to Drive CX Action

How Hard Is It to Be Your Customer Journey Mapping BookAs our book gains traction, readers tell us they appreciate our focus on starting journey mapping by targeting an identified business problem and using this to drive customer-focused change.

We interviewed dozens of CX leaders on how they did this, including Mark Smith, formerly of Element Fleet Management Corporation. Mark spoke on multiple topics, but my favorite was the need to develop a Killer Metric.

The Killer Metric isn’t NPS, Trust, or Customer Satisfaction. It’s one business KPI (Key Performance Indicator) that you use to rally the team to focus on meaningful change. He discussed how Amazon uses contacts per order – the more people call or chat, the worse the experience (in Amazon’s world – notice that Zappos, owned by Amazon, has a very different philosophy). Delta uses canceled flights, which has the biggest impacts on their customers. Read more

Nicole Newton and Ben London-Customer Journey Mappers

Two Days to Journey Mapping Mastery


Nicole and Ben

The Heart of the Customer blog is a place where we share our insights on journey mapping, offer best practices based on our experiences, and share CX practitioner interviews – and we don’t normally place promotional items here. We are making an exception this week; aJim Tincher and I prepare to release our journey mapping book this monthwe want to get the word out about a new Heart of the Customer offering: a two-day, hands-on journey mapping workshop that will provide all you need to map journeys that drive action in your own organization. 
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San Kayzn Unsplashed

How a 10-page Report Can Help You Win Your Customer

San Kayzn UnsplashedThis post, written by Heart of the Customer Project Manager Cathy McLane, is the second in a week-long series about some of the ways journey mapping differs from traditional market research. Guest authors Corey Pawlak, Cathy McLane and Nicole Newton will share their expertise in recruiting and interviewing B2B customers, why 10-page reports are better than 50-page reports, and using video to bring the customer experience to life.

As a strategic communications advisor and program manager, I’ve seen my share of customer insights reports. They’ve ranged from 50 pages with data tables on every page to succinct PowerPoint presentations that have cool animations but very few actionable insights.

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Customer Immersion Phase for Journey Mapping

May is (Journey) Mapping Month!


How Hard Is It to Be Your Customer bookWe’re celebrating Mapping Month in a big way, and I hope you can join us. We’ll have events both in-person and online, to share the journey mapping best practices outlined in our book, How Hard Is It to Be Your Customer? Using Journey Mapping to Drive Customer-Focused Change.

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