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!
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
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
We sat down recently to chat with Kris LaFavor, Heart of the Customer’s Data Visualization Designer, about her work designing journey maps.
What do you do when you start the process of designing a customer experience journey map?
It’s important for me to have context before I start. I make sure I understand the background material and information in regards to what the client wants to map and what they’re trying to achieve with the map. This understanding ensures that I’m not mapping extraneous information. The high-level information is plotted out first and hierarchy flows from there. Read more
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.
Anybody who has read any of Chip and Dan Heath’s books know that they’re compelling and well-researched. I was lucky enough to receive a pre-release of their latest book, The Power of Moments (now available), and I highly recommend it to anybody looking to create great employee or customer experiences.
Even better, I was able to score a Q&A with the authors on the book and lessons it offers to CX professionals. But be warned – not all of them will match how you’re likely organizing your work! With that…
I met Beth Berg—a customer experience researcher—at a journey mapping round table at this year’s CXPA Insight Exchange, and really enjoyed her approach. So, I invited her to get together and discuss her approach, and she agreed.
First, tell us a little bit about yourself and your work.
My area of expertise is bringing the voice of the customer into customer experience design efforts. As part of the CX team within a company, I provide research support to our CX efforts. I work primarily via qualitative research, providing data the company can use, but I also work to bring in research conducted by other parts of the company that’s useful to our CX work, such as marketing research, analytics, and competitive intelligence.
It’s great that your company has a dedicated CX team—it sounds like they’re committed to using CX within the company. Where are you and your team brought into the CX process?
I’m fortunate to work for a company that has support for CX at the executive level. CX absolutely has a seat at the table through strategy development. We involve VPs and Senior VPs from across the company in CX design through workshops—all facilitated by a CX Architect and informed by research. Read more
I was recently interviewed by Unitron Magazine on best practices in patient experience–check it out here: Unitron Magazine Heart of the Customer Interview
Steve Eagon is the Director of In-Clinic success at Unitron. In his role, he works directly with clinics to directly help them improve their patient experience. Steve and Jim have co-presented at multiple conferences, so we asked him to explain his approach towards building an improved patient experience.
As someone who is very patient-focused in the hearing care industry, what do you see as the most import focus points in building more patient-focused experiences in hearing care?
Hearing care professionals have a ton of knowledge at their fingertips—they have a great deal of education and experience in the field, and know a lot about hearing care. This is a great thing—except when it leads them to overcomplicate matters when they communicate to the patient about their hearing care.
This is a common symptom of the biggest customer experience issue in the hearing care profession today: hearing care professionals do what they think is best without looking through the patients’ eyes to really see their point of view. They’re projecting their own values onto the patient—you hear a lot of “I think the patient this” and “I was always taught that,” a lot of “I” statements. But you can’t truly help the patient until you’ve stepped outside that mindset, and started seeing things through the lens of the patient. Read more
While all customer experience strategies are important, healthcare brings it to a whole new level. Patient experience, and the potential for harm, amps up the significance of customer experience principles, creating literally life-changing outcomes.
That’s why I really enjoyed working with Chrisie Scott, VP Marketing at Meridian Health, a leading and still growing integrated health network in New Jersey. Our work with them will be published as a case study in the forthcoming book Mapping Experiences. After our project I had the chance to interview Chrisie about her organization’s overall approach to customer experience.
She begins by contending that patient or customer experience isn’t so much what you do, but more about who you are and what you value as an organization. At Meridian, they take a comprehensive approach to experience, collaborating across the organization to create consistent expectations and improvement. “Marketing, nursing, HR, operations, guest relations, and quality are coming together so that our ideas and initiatives are note created in silos,” Chrisie explains. “We’re changing how we approach patients and families and viewing those we serve as true partners. This view is helping us humanize the experience.” This core philosophy influences how Meridian recruits for talent and takes care of team members, how they set expectations for how team members treat and interact with each other, how they respond to consumer inquiries, and how they support front line caregivers who take care of the ultimate customers — patients. Read more