I received a call from a CX leader wanting to drive action in her program. I discussed how we use the voice of the customer to create an organizational drive to act, and she stopped me to say “We don’t need more voice of the customer. We know what customers want.” I asked her what Voice of the Customer (VoC) she had, and she referenced how her executives regularly talk with customers. But nobody else does. So, they “know” what customers want.
I attended Medallia’s annual conference for the first time and was impressed with the quality of both the keynotes and the breakouts. While I captured many pages of notes, four findings really stuck out to me:
- There is no one “right” metric. Despite having NPS inventor Fred Reichheld speak the first day, participants used a variety of measurements to track their CX program. While there were certainly NPS fans, I was intrigued by other measurement systems. Bank of America didn’t share their question but did share that they only report on the % of 9s and 10s. Scotia Bank uses a multi-tiered sentiment system, while the VA uses Effectiveness, Efficiency, and Emotion (from Forrester’s model), but also adds “Trust,” which is their most important metric.
- Measurement isn’t restricted to metrics. Volvo Trucking discussed how they incorporate warnings from their trucks’ sensors into their programs; Bank of America incorporates product additions and subtractions, and others included calls to the call center and other business metrics that provided color to the measurement. As one breakout leader shared, “A 3 [in a 5-point scale] can mean everything’s fine, or that there’s high risk. So we bring in behavioral data to provide more meaning.”
- ROI can be tracked. We’ve found many CX programs shy away from tying to business metrics. Which is a huge mistake, because that’s what your cross-functional partners care about. The leaders find business problems that they can solve through CX, whether that’s client attrition, dropping of products, calls to the call center or even stock price, it is possible (and should be mandatory) to tie your work to what the business cares about.
- Frontline employees are starting to be incorporated. I’ve been wondering about this. CX fans have seen Bruce Temkin move from talking about CX to EX. In talks with attendees at the CXPA Insight Exchange, very few had a mandate to focus on the employee experience. But the leading brands who presented (and were likely hand-selected by Medallia) spoke elegantly about how they are engaging their front lines in the customer experience, sharing customer scores with them, as well as expanding the measurement tool to include employee engagement.
Note: We’re celebrating the upcoming launch of our new book, “How Hard Is It to Be Your Customer? Using Customer Journey Mapping to Drive Customer-Focused Change,” by Mapper-In-Chief Jim Tincher and B2B Practice Lead Nicole Newton. In the book, we introduce five journey mapping questions to answer as you launch your customer journey mapping effort.
First, Jim walked through “What’s the Business Problem or Opportunity?;” Nicole introduced the topic of “What is the Right Journey?,” Jim wrote about “Who’s the Right Customer?” and Nicole documented how to select the right approach.
Interested in the five journey mapping questions? Watch the intro to our YouTube series on the topic here.
Now we come to the fifth question, and, as they say, “last, but not least,” but in our case, the last question is actually the most important to answer. That’s because we’re working to ensure that journey mapping drives change, but we know that usually, it doesn’t.
“If you don’t know where you are going, you’ll end up someplace else.” – Yogi Berra
Yogi’s quote applies to much more than baseball – it gets to the heart of what limits so many customer experience (CX) programs. When I ask most CX leaders what they’re trying to accomplish, I get a general statement like, “We’re working cross-functionally to create a better customer experience, in order to create more loyal customers.”
That’s an awful statement because it doesn’t actually say anything. Read more
Last week I discussed Gartner’s CX Pyramid and its approach to evaluating your customer experience. Yesterday’s post discussed how to use journey mapping to help you move up the first three levels. Today, I’ll talk about using journey mapping to move to the top of the pyramid – the Proactive and Evolution levels.
Getting to these levels requires significantly more investment in both customer insights and design. Interviews – particularly in-person at your customer’s site – are good ways to help you in the lower stages, but here it requires deeper methodologies to truly understand your customers’ needs. Read more
This is ironic. Journey mapping is a fantastic tool to break down silos by creating a shared view of the customer experience.
Except when it isn’t. All too often, companies focus on small teams to move quickly. “Too many cooks spoil the broth,” they argue. “Aligning all those teams will take time, and we need to be done in 6/8/12/16 weeks, and we don’t have time to educate HR, IT, Legal, or other groups about what we’re doing. We’ll catch them up afterward.”
This may not seem like a CX-related post, but bear with me a minute.
I attended a fabulous CXPA event on CX Day this week. Laurie Englert (full disclosure: she’s a client), the VP of Customer Experience at Legrand’s AV Division, shared how her team uses design thinking. We then applied those skills to strategize for Bike.MN. Nearly 100 CX enthusiasts focused together on helping Bike.MN build more business partnerships.
That said, there’s a central component to design thinking that bugs me: its brainstorming approach. As the facilitator (who wasn’t Laurie) shared, brainstorming in design thinking is an active exercise where you quickly put out ideas on Post-It Notes and then build on them with more ideas. This isn’t unique to last night’s presentation – whenever I encounter design thinking it involves this traditional out-loud approach to brainstorming.
Connect With Us
- B2B Journeys (or B2B2C)
- Customer Effort Score
- Customer Experience Strategy
- Customer Journey Map
- Customer Personas
- CX Vision
- Driving Culture Change
- Employee Engagement
- Interviews with CX Experts
- Journey Orchestration
- Metrics and ROI
- Minneapolis CX
- Net Promoter Score
- Resources & Tools
- Voice of the Customer
Journey maps are the clearest way to visualize your customer experience. Download our Journey Mapping Toolkit to start.