How to Make Customer Experience Part of Your Company's DNA

Many of my clients often ask for my opinion on how best-in-class companies determine who owns the customer experience. It’s a fairly simple question, but my initial answer is equally as simple: everyone. Best-in-class organizations live and breathe customer experience. It’s part of their DNA, from the CEO to the newest hire.


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Why Marketers Are Plugging Connected Devices Into Their CX Approach

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

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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Your CX Journey Is a Marathon, Not a Sprint


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


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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