Posts

Unmask the Power of Social Proof

At Heart of the Customer, we recently had a software client who wasn’t winning as many sales as they expected. We mapped their customers’ pre-sales journey and found that the company was putting out their best practices, but prospective clients were ignoring them.

They just didn’t consider our client a trusted authority.

It’s common problem among CX pros. You see customers making “bad” choices, such as not making the best use of your company’s products or services. So you create communications to share the recommended approach, but you just can’t get customers to change their behavior.

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The Three Keys to a Game-Changing CX 

Customer experience pays. There’s no shortage of research on the impact of an improved customer experience, including improved revenueprofit, and, as a result, stock price. But how do you improve your CX? By focusing on Effectiveness, Ease, and Emotion. Improving on these three factors will ensure you are improving your customers’ outcomes, as well as your own. 

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Fees are rational. Customers aren’t.

I love the book Nudge. It’s a great reference on how to use small actions to make big changes, discussing such domains as 401(k)s, the environment, and health care. It’s a great read that has tons of applications to any change agent.

Unfortunately, one of their principles of choice architecture is frequently misapplied – using incentives to change behavior.

I’m not referring to the area that CX leaders get to see up close – the gaming that happens when you put too much emphasis on surveys. That’s a critical issue – but for another day. No, this post is about using fees to change customer behavior. It’s a rational approach that makes a lot of sense in theory – but can create havoc when not done carefully.  Read more