Customer experience management software has its own CX problem
Customer experience management software keeps getting bought and merged. What consolidation does to buyers and respondents, and how to protect your program.
Category
Customer Experience
Strategy, journeys, culture, and the everyday decisions that shape what customers actually go through.
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Customers are grown, not captured
Customer experience is grown, not captured. Why this blog is called what it is, what cultivation means on a Monday morning, and what you will find here.
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Are you standardizing your customer experience out of business?
Standardization in customer experience scales quality and hides the customer in front of you. A core-and-edge rule for deciding which steps stay identical.
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Content marketing measurement: what changed since 2012
Content marketing measurement has too many metrics and almost none describe the customer. What to ask readers instead, and a scorecard two teams can sign.
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Content marketing metrics: measuring impact beyond the sale
Content marketing metrics stop at the sale. A fifth bucket, experience and retention, covers help, onboarding and renewal content and how to measure it.
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Content that converts: answer the questions customers already ask
Content that converts answers the questions buyers already ask, in their words, before the sales call. Where those questions hide and how to publish answers.
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Customer data sharing and trust: who's afraid of sharing their data?
Customer data sharing and trust come down to whether customers can predict what happens next. Where the helpful-or-creepy line sits, and five rules to hold it.
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Customer decision process: the new way buyers evaluate purchases
The customer decision process now runs before the first call, on reviews, peers and communities. How to map it, feed it, and start the sale in the middle.
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Customer personas vs situations: designing for the many sides of me
Customer personas flatten a person into a type; the same person needs different things on Tuesday morning and Saturday night. How to rewrite them as situations.
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Customer retention during an acquisition: will you be fired?
Customer retention during a merger or acquisition fails because everything a customer relied on changes at once. A 30-day plan for the company and the CX lead.
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Does sales care about your customer program? Sales and CX alignment
Sales and customer experience alignment fails when nothing in the program helps close an account this quarter. Five things to hand sales monthly, two to avoid.
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Health insurance customer experience: joining the consumer ranks
Health insurance customer experience now decides whether members stay, as people choose plans and ratings publish how membership feels. What to fix first.
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Lessons from the Starbucks turnaround for customer experience
The Starbucks turnaround, and its 2024 echo, shows what happens when growth outruns the experience: lessons on the core, visible listening, and the frontline.
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Pilot program buy-in: use internal marketing to sell it inside first
Pilot program buy-in is won before the steering group meets. How to use internal marketing (rule 6 of no-excuses CX) to get a sponsor, a story and a decision.
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When is your customer not your own? Listening to indirect customers
Indirect customers buy through marketplaces, resellers and franchisees that hold the checkout and the complaint. Four ways to listen, and a partner checklist.
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Why pilot programs fail: corporate attention deficit and the fix
Why pilot programs fail: rarely from bad results, usually because attention runs out before anyone decides. Five structures that make a pilot survive.
