The CX Factor

Why Marketers Are Plugging Connected Devices Into Their CX Approach

Posted by Rachael Travis on Jun 14, 2017 12:00:00 PM

I live in Chicago, where winter can bring significant amounts of snow. If I don’t want to shovel, I need to buy a snowblower—one that’s reliable, easy to use and doesn’t break the bank. Realistically, though, I’ll probably forget everything I need to know about the snowblower during the summer months and won’t think about it again until the first big snowstorm. However, once I have three feet of snow in my driveway, I’ll realize that I forgot to do the proper maintenance and can’t remember what steps to follow before starting it up.

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Topics: customer experience, marketing, ZS Associates, ZS, Rachael Travis, CX, internet of things, connected health, digital health, connected devices

How an ‘Experience Design Lab’ Can Help Companies Gain a Competitive Edge

Posted by Ankush Jain on May 16, 2017 9:00:00 AM

Many organizations continue to serve up lackluster customer experiences, often because they’re out of touch with their target customers’ expectations. To design an effective and appealing customer experience, you need to be able to put yourself in your customers’ shoes.

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Topics: customer experience, customer insights, marketing, ZS Associates, ZS, customer journey, CX, Ankush Jain, experience design lab

Your CX Journey Is a Marathon, Not a Sprint

Posted by Matt Padberg on Mar 15, 2017 12:54:23 PM


I recently trained for and completed my first marathon. It was a long preparation process, but it paid off when I crossed the finish line under my goal time. As I reflected on it, I realized that there are parallels between successful marathon training and the process that sets organizations up for success on the journey toward customer centricity.

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Topics: customer loyalty, customer experience, ZS Associates, ZS, Loyalty Programs, segmentation, customer journey, matt padberg

Does Customer Loyalty Matter, and How Do You Create It?

Posted by Rachael Travis on Feb 27, 2017 9:00:00 AM


When I pull up to the pump to fill my gas tank, I reach into my wallet to pull out one of my many loyalty cards. You see, I have one card for each brand of gas station in my area. I do this not only to receive a few cents off, but also because I want an easy, quick and clean experience when I have to fill my tank. Unfortunately, no one brand can consistently deliver on all three, so I use each of them depending on which can provide my desired experience the best. While some of the brands’ loyalty programs are better than others, I still win when I participate in all of them.

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Topics: customer loyalty, customer experience, ZS Associates, ZS, Loyalty Programs, Rachael Travis, segmentation, customer journey

Customer Centricity: Starting to ‘Walk the Walk’

Posted by Rachael Travis on Nov 1, 2016 9:00:00 AM


I recently had a negative experience with a product that I purchased from a very large online retailer. The product description stated that it was “new,” so I paid a premium because it was a rare item. However, upon receipt, I realized right away that the item was in fact not new, but rather had been used and re-wrapped in plastic wrap. I immediately reached out to this retailer to explain my frustration and, within four hours, I had a response from the customer care team that started with an apology, stated their aspiration to be known as the most customer-centric organization in the world, and ended with an explanation of the actions that they would take to resolve my issue: completely refunding my money and providing me with alternatives to purchase the item brand new. 

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Topics: ZS Associates, ZS, customer centricity, Rachael Travis, CX, feedback, customer service

Designing for Growth: How to Bring Design Thinking Into Your Customer Growth Strategy

Posted by Will Carter on Oct 26, 2016 2:33:52 PM


I’m left-handed, musically inclined and emotionally expressive, but I’m also an analytically oriented consultant who spent my childhood geeking out over logic puzzles. Perhaps that’s why I’m so intensely drawn to the discipline of customer experience. Good CX requires equal parts EQ and IQ. 

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Topics: customer experience, ZS Associates, Will Carter, ZS, CX, design thinking

What Is Marketing Without Customer Insights?

Posted by Rachael Travis on Sep 13, 2016 10:32:53 AM


Marketers engage in a wide range of activities, from developing customer segmentation and targeting strategies to executing email campaigns. The one thing that all marketing activities require to be successful is customer insights.

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Topics: customer insights, ZS Associates, ZS, Rachael Travis, CX, research, budget, marketing insights

VOC Baby Steps: How to Scale the Feedback Mountain One Hill at a Time

Posted by Greg Shapiro on Jul 5, 2016 3:42:41 PM


Implementing a comprehensive, closed-loop voice of the customer (VOC) program can seem daunting, almost as if you are staring up at the top of a mountain. Just like any mountain, however, you only need to take one step at a time and scale each little hill to get to the top.

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Topics: ZS Associates, ZS, Greg Shapiro, VOC, voice of the customer

CX Lessons Learned at the Lost and Found

Posted by Natalie Hanson on Jun 28, 2016 8:00:00 AM

I lost my phone at the airport on Friday night. In a classic story arc, I had a brief adrenaline rush followed by a wave of despair, and then a whole lot of frustration before things were set right. Once I was done being completely stressed and exasperated, I realized that it was a moment to reflect on how we deliver experiences both large and small. 

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Topics: ZS Associates, ZS, CX, Natalie Hanson, lost and found, airport, lost phone, CX lessons

Rethinking the Checkout Line

Posted by Rich McMackin on May 6, 2016 8:00:00 AM

Walk through the checkout line at your local supermarket and you’ll likely find an assortment of products from industries that are either stagnant or declining. An increasing number of shoppers are paying more attention to what they consume, and it has led to a need for retailers to rethink the checkout line. Soda consumption has fallen to a 30-year low, the print media industry continues to decline and in 2015, sales of non-chocolate candies were down 14% since their 2011 peak. Despite the fact that chocolate sales are up slightly, growth in that industry is almost wholly driven by exports, and domestic consumption of chocolate has become increasingly occasion-based (such as on Valentine’s Day, Easter, Halloween and December holidays). This increase in occasion-based consumption—combined with flat domestic chocolate sales—means that impulse purchases of chocolate bars have declined, as well.

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Topics: ZS Associates, ZS, grocery store displays, consumer behavior, Rich McMackin, shopping, checkout line

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