Marketing & Strategy Innovation blog

Privacy: Hassle or Customer-Centric Opportunity?

When it comes to managing the digital customer experience, there’s an interesting duality all of us need to deal with:

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CX Journey™ Musings: In the Name of Humanity…

As a customer experience professional, you focus a lot on the customer. You put the customer on a pedestal. You put the customer front and center. And rightly so; without customers, you have no business. But you have to remember this: in order to deliberately design a customer-centric culture, you must put employees more first. Only when employees have a great experience can customers have a great experience, too.

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Do Customers Really Want to Be in Control?

I originally wrote today’s post for Forbes. It appeared on Forbes on March 5, 2019.

“Customers are connected.” “Customers are more-informed than ever.” “Customers trust each other more than brands.” “Customers have the power.” “Customers are in control.”

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Linking Behaviors to Core Values

I write about organizational culture and core values quite often. One of my most recent articles on this topic was about whether or not employees believe in their companies’ core values. In that post, I shared this statistic from Gallup: only 23% of U.S. employees believe that they can apply the core values to their work, while only 27% believe in the values. That’s pretty dismal, and I think I know why that’s the case.

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The “New” Purpose of a Business

It all starts with CEO commitment.

Customer experience professionals got an early Christmas present last week in the form of a revised statement on the “purpose of a corporation.” Well, it was a revision for the CEOs at the Business Roundtable, but many of us already know what the purpose of a business is.

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How do I make CX management successful in my business? Practical tips to overcome silo limits.

More and more companies are pursuing customer-centered approaches in the context of digital change projects. But where is the customer located in the company? How do I measure his or her behavior? Which feedback sources do we have? How can I analyze and visualize a cross-system journey? And: what do I conclude from this? A new position is created: The Customer Experience Manager ("CX Manager"). People with this job description are faced with a multitude of questions.

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Deliver New Value to Your Customers With Future-State Journey Mapping

Are you using journey mapping to design a better future-state experience and to deliver new value for your customers – with your customers?

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Do Your People "Get" Your Customer Experience Strategy?

What do you think would happen if during an offsite meeting, 6 members of your 10-people strong management team came up with the most brilliant brand and customer strategy on the planet. In fact it was so brilliant, that it would give Apple, Google and Amazon a run for their money. It would go down in history as the best strategy every written.

But then they decided to keep this strategy a secret, only to be shared by the worthy ones. They’d only tell 1 in 4 employees. 1 in 2 managers and none of the other four executive team members who didn’t participate in the off-site.

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10 Ways to Socialize Customer Insights

With whom and how do you socialize customer insights?

You’re listening to customers. You’re combining their feedback with those bread crumbs of data that they leave with every transaction and interaction with your brand. You’ve developed customer personas to better understand who they are, what problems they are trying to solve, and what jobs they need to get done. You’ve mapped their journeys to understand their experience today and their expectations for a better experience tomorrow.

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