customer experience

I originally published today’s post for StellaConnect. It appeared on their site on May 25, 2021.

I originally wrote today’s post for WixAnswers. It appeared on their blog on June 7, 2021.

A few months ago, I wrote a post on what it looks like when a company is sales-centric. I’ve seen this culture many times over the last year or so (and prior, for sure, but examples overwhelmingly landed on my desk this year). If you haven’t read that post, it’s an important precursor to this one.

I originally published today’s post on Forbes. It appeared on their site on August 23, 2021.

As customer experience professionals, the work you do to identify improvement opportunities and other initiatives to design and deliver a better experience requires you to build the business case and help your executives prioritize those initiatives – because there are typically many improvements that need to be made.

I’ve previously written about prioritization methods and criteria:

A few weeks ago, I wrote about Seth Godin’s concept of finding your Who, which is all about identifying who your products are for. The Who isn’t defined by demographics but by psychographics: their (customer) beliefs, their dreams, their desires. It’s a reminder that developing personas is so important to customer experience design. And it’s a reminder that we should be finding products for our customers, not customers for our products.

WHY PERSONAS

Personas…

The following is a modified excerpt from my book, Customer Understanding: Three Ways to Put the “Customer” in Customer Experience (and at the Heart of Your Business), available now on Amazon in paperback and Kindle formats.

A couple months ago, I wrote about the difference between consensus and alignment and why that’s important to know.

Back then I wrote:

“How do you keep the customer top of mind when everybody is working remotely right now?” This was the question that Ben Motteram and I tackled on one of our recent calls. The following is a transcript of the call.

One of the most-commonly requested needs – often as a result of CEO/executive asks – is to build the business case for the business to focus on the customer experience. (It’s painful just to write that without thinking about this open letter to CEOs, excerpted from my book, Customer Understanding.)