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Chase Business Results, Not Survey Scores

July 15, 2020/in Surveys & Feedback /by Jim Tincher

We had a great discussion on LinkedIn a few weeks ago about the disconnect between customer experience and leadership. This post kicked things off:

As I interview CX leaders and CEOs, it’s been fascinating (but not surprising) to hear the vast differences in focus.

CX people focus on survey results; their thoughts are on how to improve the experience in order to improve survey results. Since they often can’t track the survey’s impact on revenue, costs, or retention, they spend their time on what they can measure – promoters vs. detractors. Read more

Turbocharge Your Journey Map

November 21, 2019/in Customer Journey Mapping, Surveys & Feedback /by Jim Tincher

Two-thirds of customer journey mapping initiatives fail to drive action, as we revealed in our book How Hard Is It to Be Your Customer? Using Journey Mapping to Drive Customer-Focused Change.

That’s not really surprising, is it? It’s easier to reveal where customers are having problems than it is to do something about it. Taking effective action requires getting your silos aligned to improve the customer experience. A new class of software can help. Read more

How Hard is it to Be Your Customer Book Cover

Develop a Killer Metric to Drive CX Action

June 19, 2019/in CX Program Strategy, Driving CX Culture Change, Metrics & ROI /by Jim Tincher

As our book gains traction, readers tell us they appreciate our focus on starting journey mapping by targeting an identified business problem and using this to drive customer-focused change.

We interviewed dozens of CX leaders on how they did this, including Mark Smith, formerly of Element Fleet Management Corporation. Mark spoke on multiple topics, but my favorite was the need to develop a Killer Metric.

The Killer Metric isn’t NPS, Trust, or Customer Satisfaction. It’s one business KPI (Key Performance Indicator) that you use to rally the team to focus on meaningful change. He discussed how Amazon uses contacts per order – the more people call or chat, the worse the experience (in Amazon’s world – notice that Zappos, owned by Amazon, has a very different philosophy). Delta uses canceled flights, which has the biggest impacts on their customers. Read more

How Hard Is It to Be Your Customer Journey Mapping Book

What Does Journey Mapping Do for You?

May 31, 2019/in Customer Experience Vision, CX Program Strategy /by Jim Tincher

I 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.

Three Common Customer Journey Mapping Business Cases

March 21, 2019/in Customer Experience Vision, Customer Journey Mapping, CX Program Strategy /by Jim Tincher

Editor’s Note: As we get ready for our book launch in May, we’re previewing the major topics. You can read more about our book at https://heartofthecustomer .com/book/.

What differentiates a mapping program that drives action from one that doesn’t? A major factor is the reason for doing journey mapping in the first place.

We can confidently predict whether a mapping program will be successful in our very first conversation. Does the company have a solid reason they want to do mapping? Or is it because they heard it’s a good thing to do?

Introducing “How Hard Is It to Be Your Customer? Using Journey Maps to Drive Customer-Focused Change”

March 12, 2019/in Customer Experience Vision, Customer Journey Mapping, Voice of the Customer /by Jim Tincher

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.

Creating a CX Capability Interview – Part 2

April 10, 2018/in CX Program Strategy, Interviews with CX Experts /by Jim Tincher

We posted part 1 last week. Here’s part two of Jim’s interview with Intouch Insight:

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In part-one of our interview, Jim – founder of Heart of the Customer and Certified Customer Experience Professional (CCXP) – provides many great insights for customer experience (CX) professionals looking to build a standout CX program across their organization.

In part-two, Jim continues the conversation with:

- How to lead change towards a more customer-centric organization
- The biggest CX misconception
- The business value of great customer experience
- Where to invest first in your CX transformation

Interview: Building a World-Class CX Capability

April 3, 2018/1 Comment/in CX Program Strategy, Interviews with CX Experts /by Jim Tincher

I recently did an interview with Intouch Insight–see below for Part 1.

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We recently sat down with Jim Tincher, founder of Heart of the Customer and Certified Customer Experience Professional (CCXP), to get his take on the customer experience landscape and how it is changing in 2018.

In part-one of this two-part article series, Jim discusses several key topics around customer experience (CX):

- The importance of Customer Experience Management (CEM)
- Where companies should focus their efforts in the early stages of developing a CEM program
- Key challenges CX professionals face and how to overcome those challenges
- Innovations in technology that will shape the future of CX

Three steps to create customer-focused change

June 29, 2017/in CX Program Strategy, Driving CX Culture Change, Employee Experience /by Jim Tincher

Customer experience (CX) is about change.

I wrote about this last week. But there’s a lot of confusion about the best way to create this change.

Immature CX practitioners often see themselves there to drive the business. They see their role as being on the outside, there to show the business what the customers really want. And this role feels good. “I represent the customer, and am here to show you what they want” is an easy go-to place.

It’s also a terrible way to create sustainable change. Read more