Dynamism over products or services

There are articles all over the place and books overloading shelves in the business section of the stores having to do with strategies and branding.  One of the theories that I find appealing is that, when it comes to strategies and visions and missions, it’s important to leave your products or services out of these guiding statements altogether.  A company that determines its goodness or place in the lives of its Customers based simply on what they produce or do is missing a bigger piece of the puzzle:  Why a Customer should care in the first place.

It has repercussions on the ground:  If you make men’s shoes, that’s great.  But your brand and your vision should likely be more than simply, “we make good/great shoes.”  One reason for this is if the maker of “good/great shoes” were to go out of business tomorrow, a competitor would simply come in and buy up whatever is left of value—be it the supply chain, the raw materials, the cobblers (or elves?), the brand logo—and run on with whatever they’d been doing all along regardless of any greater purpose the recently out-of-business company may have had.  In short, the erstwhile shoe maker wouldn’t be missed. (more…)

By | 2020-09-03T14:51:39+00:00 September 3rd, 2020|Categories: CX Culture, CX Strategy, CX Thoughts, Leadership|0 Comments

Building a Customer-centric culture

Here is the final post in a series about building a world-class CX program in your organization.  I introduced the component parts here, expounded on aligning your CX strategy here, delved into the Voice of the Customer here, and showed how to put it into action with your Process Engineering program here.  Now it’s on to building and supporting a Customer-centric culture.

“Well, culture’s a tricky one.”  So a guru once said to me about this ever-important aspect of corporate success.  And it’s obviously true.  HR departments and ‘climate committees’ spend lots of time and energy spinning up theories and ideas about how to improve and foster a great corporate culture.  It’s one of those things that’s easy to identify if it’s absent, but it’s challenging to identify steps toward achieving. (more…)

By | 2020-08-19T14:54:33+00:00 August 19th, 2020|Categories: CX Culture, CX Strategy, CX Thoughts, Leadership|0 Comments

CX Strategic alignment: The First Step

This post is part of a series on the four components needed for a CX organization to be successful.  An introduction to the concept can be found here, and look for briefs on the moving parts (VoC, Process Engineering, and CX Culture) coming soon.  Here we’ll kick it off with a discussion about aligning your CX strategy with your overall corporate strategy.

CX practitioners, and especially more-so leaders, talk a lot about aligning CX strategy with overall corporate strategy.  Sometimes, though, we think it’s just as easy as putting the Customers first, or centering “all” our decisions around the Customers’ experiences.
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By | 2020-08-29T19:46:57+00:00 August 12th, 2020|Categories: CX Strategy, CX Thoughts|0 Comments

CX: How it all works

In this article I’ll explain the components needed in place to elevate an organization’s Customer Experience.  I won’t go too far in depth into the four parts but rather provide an overview of how they work together with a brief explanation of what they are.  Following, in a continuation of this series of articles, I’ll explain with more specificity how these work (and work together), as they each deserve their own writings.

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By | 2020-08-10T15:31:08+00:00 August 10th, 2020|Categories: Consulting, CX Culture, CX Strategy, CX Thoughts, Process Engineering, VoC|0 Comments

Do you trust your Customers?

One important facet of efficiency and positive CX is making it easy for Customers to deal with you and navigate your processes.  The reason this is important is because corporations are necessarily defensive entities:  we create processes to protect our organizations from risk and loss.  That protection can come in the form of cash-on-hand, liquidity, T&Cs, and sometimes flexibility (for us) in how we deal with our Customers.

What drives a lot of organizations in this direction is fear and avoidance of that risk.  If you’ve actually taken the time to read through the miles-long terms and conditions when dealing with just about any service provider, your eyes would likely glaze over.  These rules are put in place for no other reason than for the company to be able to avoid litigation, and in some instances even having to deal with a Customer who feels a company has done him or her wrong in the first place.  I’ve had several interactions with companies whose agents’ response when I tell them I don’t think I’m being treated fairly is basically that, Well look, sir…it was all lined out in the agreement you accepted when you engaged us in the first place.  This likely will avoid litigation (who’s going to sue over our usual disappointments anyway, right?), and for the most part, Customers will swallow that and move on from a negative experience like that.  And for that matter I think some of us write it off as a cost of doing business generally and after all, a company does have to protect itself, we may tell ourselves. (more…)

By | 2020-08-03T16:57:25+00:00 August 3rd, 2020|Categories: CX Strategy, CX Thoughts|0 Comments

I’ll be on a podcast! Check it out this Friday

My buddy Nick Glimsdahl interviewed me recently for his podcast, and it’ll be released in just a few days:

By | 2020-08-29T00:22:53+00:00 August 3rd, 2020|Categories: CX Culture, CX Strategy, Sightings|0 Comments

How are you segmenting?

I once helped a company which made several different products and offered many different services build out a Voice of the Customer (VoC) program.  Here were two mistakes they were making:

Their first mistake was that they defined their Customers by their own products and services.  One of the important concepts in your VoC program is differentiation between your segments.  The different types of Customers you sell to have different needs, different experiences, and different attitudes about what constitutes good CX.  But how you differentiate matters.

This organization had distinct and broad categories of products and services, which, the bigger you get is inevitable.  You may have so many segments that it’s unreasonable to differentiate too much (or at least to categorize and lump together certain like segments).  But, it’s important to segment your Customers because one size truly doesn’t fit all.  And we’ll get to what to do with the segments in a minute.

Here’s the problem they had:  (more…)

By | 2020-08-29T19:45:15+00:00 July 15th, 2020|Categories: Consulting, CX Strategy, CX Thoughts, VoC|0 Comments

More from Incite Group and Reuters Events…also next week!

 

By | 2020-08-29T00:22:30+00:00 July 15th, 2020|Categories: CX Strategy, Reuters Events, Sightings|0 Comments

Improving CX: UP and IN

It’s not always easy to get through the din of corporate metrics.  But as a CX professional, it’s our responsibility not only to take them seriously ourselves, but to drive awareness and interest in them within our organizations.  With financial and operational KPIs front-and-center, Chief Customer Officers and their teams have a unique challenge to make the measures of CX relevant within a company.  It’s actually just an example of the work we need to do to ensure our peers and organizations take Customer Experience seriously and not treat it as just another ‘feel-good’ thing that’s going on in the background while other people and functions “do the actual work” to make the money and dominate the market.

Gaining buy-in for CX metrics (whether it be NPS, C-SAT, Customer Effort Score, or whatever the next thing around the corner becomes) really requires a two-front approach:  Up, and in.
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By | 2020-08-29T19:45:03+00:00 July 13th, 2020|Categories: CX Strategy, CX Thoughts, Measures & Metrics, ROI of CX|0 Comments