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Three Ways to Make Your Case

“We’ve all seen those studies where it says a one-point increase of CSAT equals this revenue, but to a Commercial Officer, a CEO, or a CFO, this doesn’t sound real. So it doesn’t put CX in a credible position. We need to prove this based on our own data: ‘These are the scores for the past year, and this is the revenue or the growth in revenue and the growth and shipments for these exact countries. And this is what it looks like. This is the correlation between the revenue and customer satisfaction and NPS.’” – 2020 interview participant

I bet that like me, you love to read research that shows that CX pays. Luckily for both of us, there’s plenty of industry data on the topic. The most compelling is Watermark Consulting’s tracking of stock prices. Read more

The Year of CX Data Shifts Into Overdrive

Do you feel it? That rumbling beneath your feet? It’s a seismic tremor that’s changing the CX landscape.

Back in December, I predicted 2021 would be The Year of CX Data. This summer we’re seeing that play out on an even grander scale than I expected.

This pivotal moment in CX history makes designing compelling journeys that deliver an emotional outcome to earn your customer’s loyalty more efficient and cost-effective than ever before. Technological capabilities have advanced to the point where we can cover all the key Xs – EX (employees), CX (customers), and UX (users) – to deliver an optimized outcome for both the company and the customer. Read more

Are Your “Averages” Obscuring Your CX Opportunities?

If I could only ask you one question to determine if you’re a Change Maker, it would be this: “Tell me about your data.”

Most of the more than 100 CX pros we interviewed in the course of our research last year responded with, “What do you mean?” Or they only mentioned survey data.

But not the Change Makers.

They understand that business data is what the organization runs on. And they have a thorough understanding of the metrics that make up their customer journeys, particularly their organizations’ key performance indicators (KPIs). Read more

Lessons From a Change Maker

It’s hard to overstate how much building an emotional connection with customers matters.

According to the XM Institute, when the emotional experience is rated highly, 76% of customers are promoters. When it’s rated low, only 6% are. More importantly, when the emotional experience is rated highly, 63% will forgive you when problems arise.

But if you haven’t created that strong emotional experience? Only 11% will. Read more

What Is a Living Journey Map?

Once you find out what a living journey map can do, you won’t have any trouble understanding why it’s so important to the success of your CX initiatives.

So what can it do?

Unlike a static journey map, a living journey map doesn’t remain fixed in particular point in time. It changes and evolves as your journey does, tracking updates in customer/operational data and KPIs across the entire journey as you implement improvements. This allows you not only to see what’s working, but to prove it with the kind of hard business data the C-suite is eager to see. (And who here isn’t eager to please the C-suite?) Read more

bad cx data

2021: The Year of CX Data

Given the year we’ve had, we need to talk hygiene. Because I suspect you’ve been neglecting it.

Not because of the sweatpants you wore in that Zoom meeting, or that you don’t always sing “Happy Birthday” twice when you wash your hands.

I mean digital hygiene, and the need to clean your data.

Each of the past five years have been hailed as the “The Year of Digital Transformation.” We thought we were working hard to digitize our experiences.

Then the pandemic hit. And we realized we weren’t doing nearly enough. New digital capabilities came up almost overnight, as agile teams worked to pivot toward emerging customer needs. E-commerce sites, digital notifications, ship from store – all capabilities that were just “in the works” a year ago were deployed quickly. Read more

sustain acceleration

Don’t Just Drive CX Success, Sustain It

We’re in the homestretch of my series on how to apply John Kotter’s change management work to customer experience! The penultimate seventh step, Sustain Acceleration, is an important reminder that you can’t rest on your laurels.

As Kotter writes in 8 Steps to Accelerate Change in Your Organization: “So you’ve had a few wins. It can be easy to lift your foot off the gas pedal after experiencing some success. Instead, this is the time to press harder and use those wins as momentum to further fuel the change.” Read more

The-“Why”-Behind-CX-Pros’-Failure-to-Prove-Business-Results

The “Why” Behind CX Pros’ Failure to Prove Business Results

The-“Why”-Behind-CX-Pros’-Failure-to-Prove-Business-Results

while back, I posted here on Forrester’s prediction that 1 in 4 CX pros will lose their jobs this year. When CustomerThink reposted my thoughts on this, it generated a great conversation, with Sampson Lee, Shep Hyken, Lynn Hunsaker, Harley Manning, Bob Thompson, and others weighing in in the comments section.  

One issue that came up repeatedly was why  CX Pros don’t tie into business results. Here’s my take in a nutshell (see the post for my full response and what others had to say):  Read more

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

Turbocharge Your Journey Map

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