Marketing & Strategy Innovation blog

You Aren't Journey Mapping

I hate to tell you this, but you're just not.*

I've been doing a bit of speaking lately, either about journey mapping or with journey mapping as a piece of the talk, and I've learned a lot - or, rather, confirmed a lot. Namely, you might think you're journey mapping; you call it journey mapping; but it's not really journey mapping.

Here's what happens.

I start by asking the audience if they're mapping customer journeys, and a bunch of hands in the room go up. A lot of hands, as a matter of fact.

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Prioritizing Your #CX Improvement Initiatives

I originally wrote today's post for CallidusCloud. It appeared on their blog on April 13, 2018.

How do you prioritize your CX improvement initiatives?

You've listened to customers. You've mapped their journeys. And you've identified a lot of improvement areas that would make the experience light years better for your customers.

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10 More All-Too-Common VoC Program Mistakes - Part 2

This is the second of a two-part series on common VoC program mistakes.

In case you missed the first post in this series, you can find it here.

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Maximize the Results of your B2B Voice of the Customer Programme: The Ultimate Guide

Well-run customer experience (CX) programs can help B2B companies grow the lifetime value of accounts, save them from churning, and generate warm referrals that drive new growth.

According to a McKinsey study, successful programmes lower customer churn by 10-15%, increase sales close rates by 20-40% and lower costs to serve by up to 50%.

In addition, B2B leads generated through warm referrals have on average a 4 times higher lead-to-deal conversion rate compared to sales prospecting or advertising.

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10 All-Too-Common VoC Program Mistakes - Part 1

I originally wrote today's post for CallidusCloud; it appeared on their blog on October 1, 2018.

As I sat down to write this month's post, I reflected on several conversations I had this week that were tied together with a common thread: common VoC program mistakes. I started to reflect on what was said and then began jotting down a list that grew much longer than I thought it would!

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Customer Understanding: The Cornerstone of Customer-Centricity

If you don't know by now, customer understanding is the cornerstone of customer-centricity.

Customer-centricity means putting the customer at the center; customer understanding is how you'll achieve that.

What is customer-centricity?

A lot of people talk about being customer-centric, but it’s one thing to say that and another to be it! Customer-centricity is about putting the customer at the center of all you do.

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Do You Believe in Your Company's Core Values?

Do employees believe in the core values? Do they even know their company's core values?

Core values are the fundamental beliefs of an organization; they  guide executives and employees in identifying which behaviors and actions are right and which are wrong.

Everything you do must be aligned with your core values, and core values should be integrated into everything you do. When in doubt, ask: "Is this the right thing to do? Does it fit with our core values?"

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The Culture Perception Gaps

Are you aware that there's also a Culture Perception Gap?

I've written and spoken many times about the CX Perception Gap (aka Bain's Delivery Gap), but there's not much said about the Culture Gap. Until now.

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On Metrics and Complacency

I originally wrote today's post for CallidusCloud. It was published on their blog April 19, 2018.

The customer experience is a journey; your transformation work is, too!

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