Today’s blog post features an interview of Jim Tincher completed by SurveySparrow, the maker of widely celebrated online survey software. They asked such great questions around Heart of the Customer’s origins, Jim’s involvement in the CXPA, and how to best use customer surveys, we felt like it had to be shared!
The topic of customer experience has been trending throughout this year. More and more companies put a customer at the centre of their business operations. At Lumoa, we believe that it’s only the beginning. Customer experience and engagement are already changing the way businesses work covering larger and larger industries.
To stay ahead of the time and to be successful, it is crucial to follow the newest trends in CX. There’re great professionals who feel the customer pains and embrace their successes. We introduce a new column in our blog – “Experts in the Spotlight” with our first guest, Jim Tincher.
Jim, CCXP (Certified Customer Experience Professional), is a founder of a CX consulting agency, Heart of the Customer, and sees the world in a special way: through the eyes of customers. Jim is a big fan of customer journey mapping and helps companies of all sizes – from startups to largest corporations to improve customer-focused results.
We had a talk with Jim on the future of customer experience and current trends in the field and wanted to share our findings with you.
This guest post comes from Darin Byrne, Senior Director of Professional Services at Wolters Kluwer.
As the summer goes on and the Fourth of July approaches, I’ve found myself thinking once again about the principles that our nation was founded upon. I am reminded that the signing of a document, even one as revered as the Declaration of Independence, was such a decisive point in our history – actually in the history of the world. And I’ve been pondering even more broadly about all of our governing documents, from the Magna Carta to the Constitution: how they came about and how they still affect us today. We agreed amongst ourselves what our goals were, how we would operate as a country, the checks and balances we would put in place to achieve our goals, and then we wrote them down and implemented them, and – even more amazing – we continue to adhere to them today. It really is pretty amazing.
Relating to CX
And that, of course, got me thinking about what I do every day. Because, much as we might like it to be true, a bunch of people don’t just show up to work and decide individually what they’re going to do all day—we need guidance in the way of a set of goals and principles. And while a so-called “benevolent dictator” might rule in some companies, the truth is that this is not a sustainable model for a business. In order to achieve your company goals, you have to have guiding principles, an overriding plan, and people to maintain and carry out that plan—that is, governance. Read more
Guest post by Tom McGoldrick
Much has been made about the unexplained mystery of how Trump has managed to become the Republican front runner. In this discussion, one thing that rarely gets mentioned is that Trump is a master brand builder. For decades, Trump has been building his personal brand to represent power, success and confidence. Who has more power over your life than the person who can utter the phrase “You’re fired”—a phrase that the Trump brand owns. He has taken this brand and captured the hearts of a large number of angry and disenfranchised Americans. To them he may be a mad dog, but he is their mad dog.
Tapping into American Culture
If Americans have been trained to respond to anything, it’s a brand. Coke/Pepsi, iPhone/Android, Ford/Chevy—we all have an immediate reaction and preference for each of those brand choices. However, very few people can explain what, in technical detail, is actually different about the products. We tend to like and identify with a brand and then rationalize reasons for why we choose that brand. A brand affiliation is a strong preference that is typically hard to change, since it is based on an emotional connection and not a logic list of preferred features. Read more
Guest Post by Scott Carlson
On a recent trip to a local bookstore I was having trouble finding a particular title. Not seeing any nearby store associates, I walked to the centrally-located Help Desk hoping to find some assistance. Unfortunately the Help Desk was not staffed and there were already two customers queued up ahead of me. Noticing two idle associates at the checkout counter, I walked there and asked one of them to check if the title was in stock. After a brief title search she indicated that the book was indeed out of stock but that it could be ordered – not by her but back at the Help Desk. I walked by the still unstaffed Help Desk with two customers in line and left the store empty-handed wondering why it was so difficult to do this relatively simple task—and whether I would be returning anytime soon.
Failed CX in Action
On the outside, the store seemed like it would pass any customer experience test: the store looked great and the staff was friendly and likely executing their duties as defined. But while clean stores and friendly and competent employees are of course key elements of any good customer experience, customer experience goes much deeper than that. Read more
The way we communicate with each other has changed. Digital marketing and social media has transformed our world, the way we gather information and how we engage with each other. Because of this, businesses have had to reevaluate the way they communicate and market to their customers.
Millennials are a huge driving force behind this shift. Unlike the generation before them, millennials are more engaged with brands and are more likely to post product reviews, share links about products, and follow brands on Twitter (and other social platforms). Compared to the generation before them, this is a 150% to 250% increase in brand engagement.
Because of the changes we’re seeing in how brands do business, now is the time—if you’re not doing it already—to stand out from your competitors and find ways to connect and build strong relationships with your customers. Millennials are looking for brands that deliver authentic and high quality experiences to them each time they engage.
So, where do brands even begin? Read more
As a self-professed retail geek, I’m always noticing prices and deals that retailers offer. More than that, though, I notice what these prices really mean. What are you saying to a customer when you set the price of a product? It’s a good question, because you end up saying a lot.
Price is, of course, one of the central touchpoints of retail. But it’s a lot more complex than it seems. The customer wants to feel good about the amount they paid for their purchase, and while this can mean that they feel like they got a great deal, it can also mean that they feel like they paid a fair price for a premium product. If your customer feels like a high-quality product is priced too low, they might start to doubt the quality. Read more
Today we have a special treat, with a guest post by Bob Thompson, author of the new book Hooked on Customers.
If you go to a bank to use the ATM and it doesn’t work, you’ll be unhappy and more likely to switch banks if it keeps occurring. Is it worth trying to delight customer when they just want to withdraw cash and be on their way? Probably not. ATMs are viewed as a basic need, with little opportunity to delight, only to disappoint if they don’t work.
In the 2010 Harvard Business Review article “Stop Trying to Delight Your Customers,” authors from the Corporate Executive Board (CEB) argue that consumers are more inclined to punish bad service than to reward delightful service. Therefore, companies should focus on delivering the basics, which is more likely to drive loyalty.
The title of the article is provocative and the authors make a number of great points. But if you take their advice literally, you’ll lose a great opportunity to create genuine customer loyalty. Read more
Gareth at Customer Psychology had an interesting post. He took my post of two weeks ago (“Customer Intelligence: Bring Your Customers to Life for Your Employees“) and extended it.
The original post is at http://customer-psychology.blogspot.co.uk/2013/10/how-to-understand-your-customers-better.html, but I’ve also reproduced it below. Thanks, Gareth!
|We’re staying on our external customer focus this week, but in a slight change I’m linking to a blog by someone else: Jim Tincher who writes the excellent Heart of the Customer. As regulars here will know my approach is combining customer and employee engagement, which is mirrored in Jim’s own focus. Therefore I shall borrow some of his wisdom.|
So today I’m linking to his post ‘Customer Intelligence’ and adding a few thoughts of my own. In this post Jim discusses five key actions that you can take to bring your customers to life. I’m going to pick up on two of these and add some thoughts of my own. Read more
Today’s guest post is from blog reader Samantha Klein. Samantha had a terrific customer experience that has inspired her. Read on for more details!
After being told by Apple and TekServe that I would have to pay $800 for them to repair my laptop (it accidentally drank a can of Diet Coke…), I decided to give it one more shot as I walked by a local mom & pop shop, Mike’s Tech Shop, a few blocks from my apartment. Not only did the folks at Mike’s Tech Shop fix my laptop for free after spending 15 minutes speaking with me and running diagnostics on my sick laptop, but they then proceeded to inform me that I was their 10,000th customer and proceeded to make me feel like a total celebrity!!
Inspired by this exceptional personalized customer service at a small local shop, along with my passion for constantly assessing and researching the customer experience, I decided it was time for me to take action on changing the future of retail by applying to The Millennial Train Project, a crowdfunded cross-country full of change-making Millennials.
MTP is a non-profit organization that will lead a crowd-funded transcontinental train journey this coming August to empower diverse groups of passionate, enterprising and civic-minded Millennials to advance a project that benefits, serves, and inspires others.
My mission is to help customers identify those unique retailers in different cities who provide exceptional customer service and to provide brick & mortar retailers with proof that customer service is critical to their survival and success.
I plan to visit local stores at each of the 10 stops along the journey to personally experience and then review their customer service in depth. I will post my reviews online on a website I will create, www.worththetriptothestore.com, where others will be able to read and post their own comments, reviews and opinions, much as Zagat does for restaurants, for everyone, including retailers, to share.
I need to raise a minimum of $5,000 to get my project funded, and every dollar toward that goal is greatly appreciated.
Please check out my project at the following link and help me get on board the Millennial Train!
Organization: LF USA