Posts

3 Tips to Manage the Voice of the Last Lost Customer

As CX practitioners, we work to uncover the Voice of the Customer (VoC) and use it to drive the company to improve. We combine qualitative and quantitative methods to understand what customers need and communicate this to the rest of the company to ensure we remain relevant to customers. 

But if you’ve ever worked within a B2B company, you may have come across another source of feedback that, if you’re

 not careful, can trump your VoC – the VoLLC. You may not have heard of this term – largely because I just made it up – but it’s certainly something you’ve run across. The Voice of the Last Lost Customer.  Read more

customers consumers producers

What’s in a Name? Your Ability to Please Your Customers

I’ve always been a big reader, but the pandemic has given me even more time to indulge my passion. I recently devoured Conscious Capitalism, by John Mackey and Rajendra Sisodia.

It really struck a chord with me, particularly this paragraph calling on businesses to stop using the term consumer: “Businesses must think of their customers as human beings to be served, not as consumers to be sold to. In fact, the very word consumer objectifies people, suggesting that their only role is to consume.”

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Ideas are Your Fuel for an Improved CX

Think about the last time you led brainstorming to improve your customer experience (CX). Did you give people Post-It Notes and have them shout out ideas while they put them on the wall?

Doing that is a ton of fun. But it’s also a terrible way to develop ideas. So, stop doing it. 

You reply, “But this approach is a staple of design thinking. Everybody’s doing it! Why shouldn’t I?  Read more

What Makes a Great Customer Experience Leader

Over the years I’ve had the opportunity to interview dozens of CX leaders, and still more as we wrote our book. Combining that knowledge with some of the industry research, such as CustomerThink’s report on winning CX programs, we’ve identified three traits that separate the best customer experience leaders from the rest.

For too many, CX has fallen into a rhythm:

  1. Conduct an NPS survey
  2. Analyze the results
  3. Share the results with anybody who will listen
  4. Implement some quick wins
  5. Repeat the NPS survey
  6. Wonder why things haven’t changed

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Defining Scope: Should You Map an End-to-End Journey or a Specific Sub-Journey?

 

Editor’s Note: As we get ready for our book launch in May, we’re previewing the major topics. This post was written by co-author Nicole Newton, HoC’s B2B Practice Lead. You can read more about our book at https://heartofthecustomer.com/book/.

Mapping the Right Journey

At Heart of the Customer, we recommend starting a journey mapping project by answering these five questions:

  1. What is the business problem or opportunity behind mapping?
  2. What is the right journey to map?
  3. Who is the right customer to map?
  4. What is the right approach to gathering the voice of your customer?
  5. Who are the right people to be on your journey mapping team?

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Stuck? Here are Three Ways to Gain CX Traction

As one of the CXPA’s CX Experts, as well as a journey mapper, I’m often called by companies trying to create momentum for their CX program. Sometimes it’s a midsize manufacturer trying to start their CX program. Other times, it’s a Fortune 50 company who has a program, but seeing its influence wane.

I wrote a white paper on starting a program, in conjunction with Intouch Insight. In it, I walked through the CXPA’s six CX disciplines (CX Strategy, Customer-Centric Culture, VOC Customer Insight & Understanding, Experience Design Improvement & Innovation, Metrics & Measurement, and ROI & Organizational Adoption & Accountability). All six are critical to a successful program.

But most people who call know they need to do all this. That’s not the question. What they really want to know is: how do they build momentum? “How do I break through the noise, in order to get the company’s attention, so I can get permission to build a CX-focused design and governance program?”

If you’re stuck and can’t get the attention, focusing on all six disciplines equally is the surest way to stay stuck. To gain this attention, you need to hit your employees – and your executives – in the gut. You need to create a visceral connection to your current customer experience and its limitations. And the best way I know to do that is through visual voice of the customer. Read more

Creating a CX Capability Interview – Part 2

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

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Interview: Building a World-Class CX Capability

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

Read more

White Paper: Designing a World-Class CX Approach

What does it take to design a customer experience (CX) program that drives business results? 

The CXPA identifies six disciplines as core to an effective CX program: 

  • CX Strategy 
  • Customer-Centric Culture 
  • VOC Customer Insight & Understanding 
  • Experience Design Improvement &Innovation 
  • Metrics &Measurement ROI 
  • Organizational Adoption & Accountability 

This CX white paper, written in conjunction with Intouch Insight, walks through the six disciplines, with tips on how to use them to build a roadmap to success.

Do airports care about CX? Should they?

A couple of years ago I had a layover in Philadelphia. Try as I might, I couldn’t find a good electrical outlet – the ones I could I find required sitting on the floor. Annoying.

This led me to wonder: While it’s clearly a bad experience to be stuck for a few hours without a convenient way to charge up, is it truly a customer experience issue that should concern the airport authority? Read more