Posts

Is IT the ‘It Factor’ for CCOs?

Chief Customer Officers (CCOs) are popping up in boardrooms across Fortune 500 companies in ever increasing numbers. Those chosen for the position often come from Marketing or Customer Support, as those disciplines are thought of as having the most interaction with customers, making them seem like a natural fit. But are those departments really the best pipeline for filling CCO roles? I don’t think so.
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1 in 4 of you will loose your job this year

Why 1 in 4 of You Will Lose Your Job in 2020

1 in 4 of you will loose your job this yearYour CFO doesn’t care about your customer experience (CX) surveys. She cares about the health of the business, and it’s unlikely she sees a direct link between your survey scores and the measurements she follows.

Meanwhile, your CEO is focused on your customers, but that doesn’t mean he cares about your surveys, either. As one business leader confessed to me, “I keep seeing these survey scores saying we’re doing great. Then I meet with customers who they tell me how frustrated they are. So I don’t believe in the surveys.”

By extension, that means he doesn’t believe in his CX team.

So by focusing on customers’ scores, you’re at risk. Forrester predicts that one in four CX pros will lose their jobs in the year ahead, because they aren’t showing business impact. 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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What are the World’s CX Leaders Doing? Lessons from Medallia’s Exchange ‘19

I attended Medallia’s annual conference for the first time and was impressed with the quality of both the keynotes and the breakouts. While I captured many pages of notes, four findings really stuck out to me:

  1. There is no one “right” metric. Despite having NPS inventor Fred Reichheld speak the first day, participants used a variety of measurements to track their CX program. While there were certainly NPS fans, I was intrigued by other measurement systems. Bank of America didn’t share their question but did share that they only report on the % of 9s and 10s. Scotia Bank uses a multi-tiered sentiment system, while the VA uses Effectiveness, Efficiency, and Emotion (from Forrester’s model), but also adds “Trust,” which is their most important metric.
  2. Measurement isn’t restricted to metrics. Volvo Trucking discussed how they incorporate warnings from their trucks’ sensors into their programs; Bank of America incorporates product additions and subtractions, and others included calls to the call center and other business metrics that provided color to the measurement. As one breakout leader shared, “A 3 [in a 5-point scale] can mean everything’s fine, or that there’s high risk. So we bring in behavioral data to provide more meaning.”
  3. ROI can be tracked. We’ve found many CX programs shy away from tying to business metrics. Which is a huge mistake, because that’s what your cross-functional partners care about. The leaders find business problems that they can solve through CX, whether that’s client attrition, dropping of products, calls to the call center or even stock price, it is possible (and should be mandatory) to tie your work to what the business cares about.
  4. Frontline employees are starting to be incorporated. I’ve been wondering about this. CX fans have seen Bruce Temkin move from talking about CX to EX. In talks with attendees at the CXPA Insight Exchange, very few had a mandate to focus on the employee experience. But the leading brands who presented (and were likely hand-selected by Medallia) spoke elegantly about how they are engaging their front lines in the customer experience, sharing customer scores with them, as well as expanding the measurement tool to include employee engagement.

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How Hard Is It to Be Your Customer Journey Mapping Book

What Does Journey Mapping Do for You?

How Hard Is It to Be Your Customer bookI was recently in a call, and an executive new to her company’s journey mapping initiative asked, “Exactly what does this $150k I’m spending on a journey map buy us?” Luckily, our client had a ready answer, but that’s not always the case.

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Dustin Kirkpatrick Unsplashed

Are You Ready for Your Close-Up? Using Video to Bring the Customer Experience to Life

Dustin Kirkpatrick UnsplashedThis post, written by Heart of the Customer B2B Practice Lead Nicole Newton, is the third 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. 

Background

As a long-time marketing research practitioner, I am focused on gathering the most accurate data to answer the problem being researched. Why are sales lower than anticipated? Why is our customer retention rate lower than projected for certain product lines? What can we do to make it easier for customers to work with us?

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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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Business and Customer Experience Metrics

If All Customers are Important, You have a Bad B2B Customer Experience

“When all customers are important…none will be.” – Syndrome from The Incredibles (slightly paraphrased)

Are all customers worth the same to your business? No! But odds are, your CX program doesn’t recognize this.

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Four Ideas for Navigating Backorders with B2B Customers

As 2018 wrapped up, we finished mapping three very different B2B journeys – healthcare, manufacturing, and distribution. We found one major consistency: customers in all three reported recent backorder issues.

The customers were all businesses, but that’s where their similarities ended. Some were mom and pop retail storefronts; others were global manufacturers whose names you would immediately recognize, but their stories were similar:

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CX + EX (Employee Experience) = Great Experiences

Customers will never love a company until the employees love it first. – Simon Simek

This quote reflects one of the biggest disconnects in customer experience – focusing only on the customer experience.

It makes sense. Heck, that’s our name! Why wouldn’t we? But focusing only on the customer without regard to the employee experience leads to missed opportunities and sub-optimized efforts.

I had the great honor to co-present on this topic with Darin Byrne, Wolters Kluwer’s VP of Client Experience. We made three primary arguments to our CX audience:

  1. CX Fails Without Engaged Employees
  2. UX is Critical to Employee Experience
  3. Employee Experience Needs to be Part of Your Day Job

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