Posts

Three Common Customer Journey Mapping Business Cases

 

Editor’s Note: As we get ready for our book launch in May, we’re previewing the major topics. You can read more about our book at https://heartofthecustomer.com/book/.

What differentiates a mapping program that drives action from one that doesn’t? A major factor is the reason for doing journey mapping in the first place.

We can confidently predict whether a mapping program will be successful in our very first conversation. Does the company have a solid reason they want to do mapping? Or is it because they heard it’s a good thing to do?

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How Hard Is It to Be Your Customer Journey Mapping Book

Introducing “How Hard Is It to Be Your Customer? Using Journey Maps to Drive Customer-Focused Change”

How Hard Is It to Be Your Customer book

At Heart of the Customer, we’re pleased to introduce our forthcoming book on journey mapping best practices!

Journey mapping opens up extraordinary avenues for business growth, but only when done wisely and well. Through insight from CX pros, extensive research, and real-world case studies, you can learn the best way to capture your customers’ experiences to drive action that gets results, boosting loyalty, satisfaction, and your bottom line.

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Ten B2B KPIs to Track, Starting Now (none are NPS) – Business KPIs

Measuring Customer Experience’s (CX) business impact is hard. It’s one of the biggest challenges in passing the CCXP exam. One reason is that CX pros are very customer-focused; we’re confident that if we just focus on customer needs, the ROI will take care of itself. Unfortunately, our business partners aren’t always so confident.

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Interview with Marlanges Simar – Director of CX at Prime Therapeutics

Marlanges Simar is the Director of Customer Experience at Prime Therapeutics (Prime) managing their CX (Customer Experience) Architect team. Prime manages pharmacy benefits on behalf of health plans, employers and government programs. I interviewed her to better understand their role, and how they help Prime improve the customer experience.

CX architects play a strategic role in improving the experience of our different customer groups (members and health plan clients), as well as the prescribers and pharmacists we work with. This can range from fixing a problem to reworking or developing an entirely new portion of the experience.

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Journeys are for Action, not Maps

In preparation for the upcoming Customer Contact Week, CCW shared their special report on journey mapping with me. Given our focus and expertise on journey mapping, I’m commonly asked to review these types of reports. Unlike most, however, CCW’s special report truly gets to the heart of the matter – journey mapping is not about creating a map; it’s about driving customer-focused change in your organization.

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Survivor Bias is a Big CX Measurement Risk

AsSurvivorship Bias defined by RationalWiki, “survivorship bias is a cognitive bias that occurs when someone tries to make a decision based on past successes, while ignoring past failures. It is a specific type of selection bias.” Applied to CX, it’s when you focus only on existing customers and ignore those who have left.

What Can go Wrong?

Let’s look at an example. There’s a national sports bar which saw its CX scores continually improving. Unfortunately, at the same time, revenue was declining. While CX was celebrating, the rest of the organization was panicked. 

One reason: The restaurant focused on the guests who gave the highest scores, which were the hard-core sports fans. To please them, the noise got louder and the food got worse. That sports fan loved it even more and continued to give high scores, but the family visitors were annoyed. As more families stopped coming (removing the guests who gave the restaurant lower scores), CX scores kept increasing, leading the restaurant to its death spiral.

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Gartner’s CX Pyramid: An Approachable Framework

Like many CX consultants, I’ve seen my share of maturity models. Most are really good at showing all the things you’re not doing. Typically, the sponsoring company offers to help by selling you useful consulting services to help you move up the model. 

Whether it’s Temkin Group’s CX Maturity Model, Forrester’s six-step CX Management Maturity exam, or MaritzCX’s CXEvolution, the complex models help you evaluate your program, and each is compelling in its own way. The maturity models help you analyze what you’re doing and where you’re strong or weak.  

I’ve used Gartner’s former CX model in the past and liked it. Now, while reading through October’s issue of Customer Relationship Management, I ran across the new Gartner CX Pyramid and was intrigued. I can’t find the article online, but you can review Gartner’s summary here.  Read more

Healthcare Customer Journey Map

Journey mapping has become a must-have approach to customer experience

Before it became a business five years ago, Heart of the Customer was a blog I started when I was leading CX at a Fortune 100 company. Along the way I learned about journey mapping, and created the post Customer Journey Map – the Top 10 Requirements to reflect the limitations I saw at the time. That post has since had over 108,000 views, including over 4,000 in the last year. When I started the business, that post drove us to number 1 in any Google ranking on the topic – journey map, customer journey map – even “journey mapping software,” we didn’t even offer software!

Since then, journey mapping has become even more popular, as you can see from the chart on the right.

Journey mapping is now the go-to customer experience tool, and has been discussed in Forbes, the Harvard Business Journal, and countless other journals.

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Trust: I Don’t Think Wells Fargo Gets it Yet

I attended an excellent conference today. The Carlson School of Management sponsored their second annual Ignite Conference which focused on “Protecting Trust in Today’s Consumer Journey.”

The opening speaker gave some great stats about trust, including research that 73% of the variance in how customers have trust with you is predicted by team members’ trust of the organization.

At the end of the day, Wells Fargo’s Chief Marketing Officer Jamie Moldafsky spoke on their journey to regain trust. It was a well-crafted speech, showcasing all that Wells Fargo was doing to admit wrong-doing and earn back the trust earned over 150+ years in business.

All in all, it was impressive. But two warning signs have me concerned that they have further to go than they think. Read more

An Interview with Devin Anuzis of Benchmark Senior Living

Devin Anuzis is Corporate Manager, Customer Experience at Benchmark, the leading provider of senior living services in the Northeast. Serving as the “voice” of the customer program, Devin manages multiple feedback channels and deciphers the feedback for company stakeholders to ensure the customer’s voice is clearly heard and considered in all decisions. In her role, she combines her experience in marketing and communication with her strong, empathic nature to respond to every form of customer input. 

Devin joined Benchmark in 2013 as Coordinator of Customer Experience after receiving a master’s degree in business administration from Lynn University with a focus on mass communication and media management. She earned a bachelor’s degree in marketing from the University of Tampa.   

A former Division 1, intercollegiate soccer player, Devin is an eager traveler and animal-lover living in Norwood, Massachusetts, with her husband, George, and their toy poodle, Summer, and cockapoo, Wesley.  

Contact Devin at Danuzis@benchmarkquality.com. 

Tell me a little about your organization and your role within it. 

Benchmark Senior Living was founded in 1997, and we now have 56 properties throughout the northeast, from Vermont to Pennsylvania. Our goal is to provide exceptional care, but our mission focuses on the whole experience of our residents and family members. We provide assisted living, memory care, independent living, and we also have 4 continuing care retirement communities with skilled nursing capabilities.  

I oversee the customer experience—more specifically relating to the family members or influencers, but I also support our teams that oversee the experience of our residents. I’m also fortunate enough to be involved in a lot of the more strategic discussions that happen throughout the company—anything that would involve our residents and family members. 

We recently did a complete rebrand of the company—a new mission statement, new vision, new values. Our focus is on transforming lives through human connection, and in turn that’s all about the experience we provide to our residents and family members and anyone who interacts with our organization. Our CX is really at the heart now of who we are as an organization.  Read more