Posts

Real-World Customer Experience Stories – Isolating What Really Matters

Heart of the Customer's Customer Experience ModelThe Real-World series continues.  In these posts I’m sharing how the 2012 Temkin Customer Experience Award finalists actually go about building their customer experiences.

The first two posts focused on how the respondents create Customer Intelligence – the first stage of the Heart of the Customer’s Customer Experience Model.  We started with Bringing Your Customers to Life, and continued with Identifying the Metrics that Matter.

Now we move into the Customer-Based Capabilities stage of the model, specifically Isolating What Really Matters.  This stage goes beyond the relationship metric that matter to find the drivers that actually impact your customer.  Rather than telling your managers to focus on improving your Net Promoter or Satisfaction scores, you discover what factors actually drive those scores.  You can see more detail here. Read more

Real-World Stories of Creating the Metrics that Matter

Heart of the Customer's Customer Experience ModelThis week we continue to analyze the Temkin Group’s finalists for their 2012 Customer Experience Excellence Award to learn how they build Customer Intelligence.

Whereas last week I outlined how the companies bring their customers to life for their employees. This week I delve into determining the Metrics that Matter – the second component of Customer Intelligence.

I wrote before about how The Perfect Customer Experience Score is not universal – it varies for each company. Great organizations do not just plug in the Net Promoter Score or satisfaction because they heard they’re great measurements – they take the time to discover whether the scores actually predict important outcomes such as client loyalty. NPS may or may not be the right score. Superior companies test to see if improving NPS improves their customers’ loyalty. If not, then NPS is not a Metric that Matters for your company. Read more

Drivers: The Secret to Customer Experience Success

iStock_000025403053XXLargeI was meeting with a global restaurant company’s COO, Chief People Officer, and key franchisees. I knew I was losing in the first 10 minutes.

We met to discuss ways to improve sales.  I brought a driver analysis on what drove repeat business with his restaurants, and the leading driver was “The Warmth of the Greeting.”  But as a stereotypical COO, he obsessed with repeatable processes – cleanliness, speed of service, etc.  He was unwilling to consider that perhaps something as fuzzy as a greeting was responsible for repeat business.  This led to a very long meeting.

Read more

Three Steps to Start Your Customer Experience Program

Thumbs UpI’ve worked with a number of companies with great customer experiences, including several I have featured in this blog, ranging from retailers to healthcare companies to manufacturers. During this time I have noticed themes about how companies effectively use their brand values, strategies and missions to create a great customer experience.

Their structures vary and their approaches differ.  But successful customer experience capabilities follow three steps to success. They excel at Customer Intelligence, use this to inform their Customer-Based Capabilities, and sustain all this through a Customer-Focused Culture. Read more

The Perfect Customer Experience Score!

IMG_3315I was meeting with the Executive VP of Sales for a national retailer, who asked me “Is there a holy grail of customer experience measurement?  We use satisfaction, and I’ve heard about this Net Promoter Score.  Is there one score that’s the best?”

This is an important question, and one I’m frequently asked. Opinions differ, with some companies advocating their favorite metric with the zeal of the converted.  NPS is the only question you need.  Satisfaction is absolutely not predictive.  Or it’s just as predictive as NPS.  Or more predictive.  The Customer Effort Score is far more predictive than either one.

With all these contentions, why do I keep reading case studies that contradict each other?  Why do some companies find NPS is more predictive of financial results than satisfaction, where others find just the opposite?

Could it be that there’s not one perfect score for everybody? Read more

Measure Your Customer’s Entire Journeys, not just the Touch Points

Have you had a great customer experience? One you really enjoyed – a flawless purchase of a car, a fantastic trip, or a great B2B partnership? Now think of the opposite – a cell phone provider who frustrated you, a business partnership gone sour.

What made the difference was not an individual touch point, such as a call center or website. Instead, it was the overall journey – the process of purchasing the car went well, or the upgrade to a new phone caused far more trouble than it was worth. Individual touch points contribute to the experience, but it is the accumulation that matters.

See the Larger Pattern

Your customer experience is a journey. But too often, we manage it like a series of touch points, without looking at how these touch points fit together.

And herein lies our customer experience challenge. It is easy to measure website satisfaction or the customer service skills of a call center rep. We do this regularly. But what if your customer looks at your website for information, can’t find it, then calls your rep? How do you measure this entire interaction? The rep may do a fabulous job of handling the complaint, but the journey was a failure.

Read more

Customer Experience is a Sales Job. And We’re Doing it Badly.

Are you selling your customer experience?Rising profits

A friend of mine is in her first year leading her company’s customer experience. A few weeks ago she told me, “I never realized how much selling is involved with this job!” I met another CX leader yesterday, who said much the same thing: “I always need to have my elevator speech ready, to explain to people why they should care about customer experience.”

It’s unfortunate but true: most leaders don’t naturally think about customer experience, and we need to be evangelists for the cause. But recent research from Teletech suggests that we’re not really helping ourselves to sell the mission.

Read more

Market Research + Analytics Leads to Healthcare Success

All too often, companies separate their market research from their business analytics.  It can be difficult to combine the two, but when it’s done the impact can be incredible.  Last October the book Win with Advanced Business Analytics was released, including a case study discussing my work with a client a few years ago:

Win with Advanced Business Analytics“Jim Tincher, a customer experience consultant and blogger, combined analytics with market research interviews to gain deep customer insights for his client, on of the nation’s largest health savings account banks.  This bank works with thousands of companies who offer these HSAs to their employees.  Jim notes, “Unfortunately, a review of the data showed that even when employers offered to contribute hundreds of dollars into the HSA, 1 out of 7 employees failed to open the account, forfeiting the money.  The first step was to conduct an analytics review.  We found no impact of demographics of the participant on this behavior.  The single factor that drove the issue was the participant’s employer.  Simply put, at some companies nearly everybody followed through to pen the HSA, but at others, there were thousands of employees who missed out on up to $1,000 of the employer’s money, all because they did not take the time to open the HSA.” Read more

Create Change Through Customer Experience Heroes

What gets measured may get managed, but what gets celebrated gets repeated.

Improving your customer experience requires you to use every tool at your disposal.  Voice of the Customer research is obviously critical.  Understanding your existing Customer Satisfaction Survey or Net Promoter Scores is also important.  But while they monitor your status, these alone will not create change.  You need to find those bright spots in your organization where your customer is being well-served and promote them as much as possible.  You need to create customer experience heroes.

Customer Experience Hero

Heroes define a company, showing what is important.  When a company celebrates sales, they sell more – but perhaps at the expense of delivery issues.  When it celebrates product management, new products come out quickly – including those without customer demand.  But companies with great customer satisfaction use the Voice of the Customer data to understand their level of customer satisfaction, and then celebrates those who engage customers at a superior level. Read more