Tag Archives: Total CX Leaders Conference

Turn Consumer Trends into Innovations

Photo: Watch tower of the dam, Embalse de los Bermejales, Arenas del Rey, Andalusia, Spain, by Jebulon. This file is made available under the Creative Commons CC0 1.0 Universal Public Domain Dedication.

‘Just as a fish doesn’t know it is wet, so companies often can’t see or feel the very opportunities where they are swimming.” – Pam Henderson, author of Killing Ideas

Watching and applying consumer trends can help brands and businesses capitalize on opportunities in their own backyards.

According to Maxwell Luthy, Director of Trends & Insights, Trendwatching.com, a consumer trend is “an emerging pattern of consumer behavior, attitude or expectation.” At Trendwatching.com, they look for “clusters of innovations that have unlocked or newly serviced an existing consumer need, desire, want or value. Tracking trends helps you meet and surpass customers’ rapidly changing expectations.”

During the Total CX Leaders Conference last month, Maxwell described these six key consumer trends and how to apply them to enhance the customer experience:

1. Sympathetic pricing: Consumers love imaginative, targeted discounts that relieve lifestyle pain points, offer a helping hand in difficult times or support a shared value.

2.  Video valets: Consumers are coming to expect instant, video-based exchanges with brand reps when they need them.

3. Deliver (more than) goods: Truly customer-centric brands – established or new – will understand that delivery is just the start. Make customer experiences effortless, personal and surprising.

4. Politeness pays: Beyond two-way ratings, smart brands are realizing they can foster a better customer experience by rewarding good behavior – and even punishing the impolite!

5. Beneficial intelligence: Consumers will embrace services that use data and contextual understanding to make intelligent decisions, automatically sort daily tasks and offer the right advice at the right moment.

6. Post-demographic consumerism: Consumers are freer than ever before to construct their lifestyles according to their own ideals and tastes, with little regard for tradition.

Let’s keep the Total CX Leaders Conference conversations going! Stay connected with TCXL15 at:
- twitter.com/#TCXL15
- linkedin.com/Total Customer Experience Leaders
- facebook.com/Total Customer Experience Leaders

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. Connect with Peggy on LinkedIn, Twitter, Google+, and on her website at www.starrybluebrilliance.com.

Leading CX Transformation: How to Drive Customer-Centricity

Photo: Frederic Edwin Church – Aurora Borealis – Google Art Project. From Wikimedia Commons.

“It takes a thousand voices to tell a single story.” – Native American proverb

What is a customer-centric organization? According to Janet LeBlanc, President, Janet LeBlanc & Associates Inc., customer-centric organizations:
- Aggressively seek to understand the customer
- Have leaders who meet with employees and customers constantly

During last month’s Total CX Leaders Conference, Janet described how organizations can drive a customer-centric culture:

1. Strategic alignment: Clearly communicate a shared vision of the ideal customer experience. Measure the impact of customer experience initiatives on business performance. Hire customer-focused executives.

2. Senior leadership: Act as a role model for customer-centric behaviors. Regularly showcase examples of customer-centric behaviors by employees. Spend time interacting directly with customers.

3. Customer insights: Quickly identify and resolve trouble spots in the customer experience. Use customer feedback to improve customer communication. Gather customer feedback, in real time, to identify early signs of customer defection.

4. Employee engagement: Clearly define what employees need to do differently to improve the customer experience. Give employees the authority to resolve customer issues on the spot. Provide employees with the right information to address customer issues.

5. Measurements and rewards: Use rewards, other than monetary, to reinforce customer-centric behaviors. Track the effectiveness of customer experience action plans and initiatives. Reward and recognize the achievement of customer experience improvements.

Let’s keep the Total CX Leaders Conference conversations going! Stay connected with TCXL15 at:
- twitter.com/#TCXL15
- linkedin.com/Total Customer Experience Leaders
- facebook.com/Total Customer Experience Leaders

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. Connect with Peggy on LinkedIn, Twitter, Google+, and on her website at www.starrybluebrilliance.com.

Your Most Important Customer is Your Employee

Photo: Unusual view of the glass roof of the courtyard of the religious art museum, Teruel, Spain by Diego Delso, Wikimedia Commons, License CC-BY-SA 3.0

“Without caring there can be no quality.” – Joel A. Barker, Author of Future Edge

According to Andrew Walpole, Manager of Experience Design, Jack in the Box Inc., “Your customer knows when you care, and when you don’t.” By harnessing your organization’s untapped potential, you can create a sustainable culture of learning and innovation to benefit your employees, and ultimately your customers.

During Total CX Leaders Conference, Andrew explained how “a leader’s job is to design the experience of work” and how this strategy guided their transformation from an internal training department to Jack’s University, the learning and development function at Jack in the Box:

1. Have a vision, but co-construct the strategy. It’s OK to be fuzzy. Let the team provide the lens to focus it. The strategy should move you toward the vision state. Let your vision evolve.

2. Set clear expectations for everyone. Promote change and movement toward your vision. Hold people accountable. Role-model your expectations. Let strategy define a new way to work.

3. Inspire a movement. Start doing something. Be public about it. Commit to your strategy, own it, don’t let culture steer you off course.

4. Empower employees to own their expertise. Give them purpose beyond the needs of the business. Let them write it into their job description. Align what people want to do with what needs to be done.

The result?
- A new work environment
- An empowered, motivated, successful group recognized by company leaders
- New vision and strategy

Let’s keep the Total CX Leaders Conference conversations going! Stay connected with TCXL15 at:
- twitter.com/#TCXL15
- linkedin.com/Total Customer Experience Leaders
- facebook.com/Total Customer Experience Leaders

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. Connect with Peggy on LinkedIn, Twitter, Google+, and on her website at www.starrybluebrilliance.com.

How to Successfully Transition to an Omni-Channel Culture

Barry C. Collin explains how to achieve an omni-channel culture during Total CX Leaders Conference, June 4, 2015.
 
“Omni-channel=Omni-change. Almost everyone is impacted. Omni-channel requires just about every employee to think, interact, and execute differently,” explained Barry C. Collin, CEO, Collin Group, Inc.
 
Barry maintains that omni-channel is not so much a “surprise” or “delight.” It’s simply expected by customers. For this reason, an omni-channel culture helps build strong customer commitment.
 
According to Barry, the key to creating an omni-channel culture is “Cultural Middleware.” This approach includes internal people throughout your organization who understand your company’s many internal subtleties. They understand the processes, concerns, communication issues, and the connections required to achieve an omni-channel culture. They also build the necessary connections between people, current systems and processes, and omni-channel thinking and operations.

Need a primer or refresher on omni-channel? Here are two articles to help get you started:
- “A Definitive Definition of Omni-Channel, Finally” by Jeff Nicholson
- “The Omni-Channel Experience: Marketing Meets Ubiquity” by Daniel Newman

Let’s keep the Total CX Leaders Conference conversations going! Stay connected with TCXL15 at:
- twitter.com/#TCXL15
- linkedin.com/Total Customer Experience Leaders
- facebook.com/Total Customer Experience Leaders

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. Connect with Peggy on LinkedIn, Twitter, Google+, and on her website at www.starrybluebrilliance.com.

 
 

How Your Customers Can Drive Innovation that Delivers Growth

Surachita Mishra shared best practices on “How Your Customers Can Drive Innovation that Delivers Growth” during Total CX Leaders Conference, June 4, 2015.
 
‘In a world of change, the learners shall inherit the earth, while the learned shall find themselves perfectly suited for a world that no longer exists.’- Eric Hoffer, American social writer and philosopher
 
Last week’s Total CX Leaders Conference was a high-engagement learning event that brought together Customer Experience (CX) thought leaders from across multiple industries. Surachita Mishra, Senior Director, Customer Intelligence, Analytics, and Experience for Sysco, shared these best practices during her session “How Your Customers Can Drive Innovation that Delivers Growth”:
 
1. Pick a good problem to solve. A good problem is one that customers feel a real pain and the customer pain affects the front line.
 
2. Find your co-founder(s). A good co-founder is someone who understands the why and can envision the how.
 
3. Get program management right. The three Ps of good program management are Problem Solving (which you must own end-to-end), Progress Mindset, and People Focus.
 
4. Test and learn with your customers every step of the way. Bring in customers multiple times throughout the innovation journey.
 
5. Create pull – have a marketing mindset. Be willing to take risks. Make people feel like something great is happening.
 
6. Look in the mirror. This is a leadership role for people who care more than most.

Let’s keep the Total CX Leaders Conference conversations going! Stay connected with TCXL15 at:
- twitter.com/#TCXL15
- linkedin.com/Total Customer Experience Leaders
- facebook.com/Total Customer Experience Leaders

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. Connect with Peggy on LinkedIn, Twitter, Google+, and on her website at www.starrybluebrilliance.com.

 

Best Practice Frameworks for Customer Experience Practitioners

Bill Barnes presents “Best Practice Frameworks for Customer Experience Practitioners” at Total CX Leaders Conference, June 3, 2015.

Many Customer Experience (CX) experts are facing the same pain points with their programs:
- Results are not improving
- Results are not actionable
- Culture is not customer-centric
- Leadership is not engaged
- Don’t know what to work on
- Customer responses are not representative
- No business relevance for results
- Can’t disseminate the customer data to key internal individuals in the format needed

During the Total CX Leaders Conference, Bill Barnes, Senior Vice President, Burke, Inc., provided valuable insights to help CX practitioners remove their pain points through best practices at these three levels:

- Strategic Framework: Business performance is at the center with supporting layers that include customer engagement, brand image/product and service experience, employee engagement, customer-centric culture, leadership, and the external environment.

- Business Relevance Framework: A blueprint to link the business performance chain, which includes employees, the work, customer experiences, customer behavior, and business results.

- Program Design/Execution Framework: Includes journey mapping and a customer experience/engagement measurement system.

Through this interactive session, CX professionals learned about these key takeaways to help them improve their CX programs:
- Establish frameworks for your CX program that go from strategic to tactical
- Investigate if emotions should be part of your index
- Ensure your program has good market research practices for sampling and statistical precision
- Ensure verbatim analysis is aligned with statistical precision/key driver analysis of CX touch points
- Invest in digital dissemination tools that have the customization needed for your organization
- A key result measure for your organization should be data access
- You have to wear many hats
- Need to balance leading internal process measures with external CX measures

Let’s keep the Total CX Leaders Conference conversations going! Stay connected with TCXL15 at:
- twitter.com/#TCXL15
- linkedin.com/Total Customer Experience Leaders
- facebook.com/Total Customer Experience Leaders

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. Connect with Peggy on LinkedIn, Twitter, Google+, and on her website at www.starrybluebrilliance.com.

Map Your Customers’ Experiences – One Sticky Note at a Time

Kerry Bodine presents “Journey Mapping & Service Blueprinting” during the Total CX Leaders Conference, June 3, 2015.

What are journey maps and what makes them effective? According to Kerry Bodine, Customer Experience (CX) expert and author of Outside In, journey maps are “diagrams that visualize the actions, thoughts, and feelings of a person or group over time.”

During Wednesday’s Total CX Leaders Conference, workshop attendees created their own journey maps. They used sticky notes to list the steps of a particular process a customer experiences, each of the non-human touch points, the human touch points, and customer thoughts and feelings throughout the process. These tools helped them better understand the end-to-end customer experience from the customer perspective.

 

 

 

Attendees also learned about service blueprinting. Kerry explained that future-state journey blueprints represent the organization and infrastructure that you need to build to deliver on your CX vision. Current-state journey blueprints represent the organization and infrastructure that support the experience your customers have today.

Journey mapping and service blueprinting are insightful resources that can be used to drive experience improvements and organizational change and to help your employees discover their own roles in delivering a remarkable customer experience.

Stay connected with TCXL15:
- twitter.com/#TCXL15
- linkedin.com/Total Customer Experience Leaders
- facebook.com/Total Customer Experience Leaders

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. Connect with Peggy on LinkedIn, Twitter, Google+, and on her website at www.starrybluebrilliance.com.

How to Change Culture through Experience Design

Photo: Jack in the Box on the South Zapata Highway in Laredo, Texas, by Billy Hathorn. This file is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported license.

“The goal as a company is to have customer service that is not just the best but legendary.” – Sam Walton, American businessman and entrepreneur

In “It’s Time to Rethink the ‘Employee Engagement’ Issue,” Josh Bersin states that “If your people love their work and the environment you have created, they will treat customers better, innovate, and continuously improve your business.”

Want to learn how to create a sustainable culture of learning and innovation? Join Andrew Walpole, Manager of Experience Design, Jack in the Box, Inc. and Megan McGuinness, Director of Jack’s University, Jack in the Box, Inc. as they present “Your Most Important Customer is Your Employee: How to Change Culture through Experience Design” during the Total CX Leaders Conference June 3-4 in Miami, Fla.

In this session, you’ll experience a compelling and inspirational case study of Jack’s University’s transformation from a simple internal training function to a thought-leader empowered to change the company culture.

Total CX Leaders Conference will help you “learn how to listen to your customers, understand their differences and set the foundation to build a road map to create a seamless experience for modern customers.”

Join Andrew and Megan at Total CX Leaders Conference (TCXL) 2015 in Miami. Register today!

Stay connected with TCXL15:
- twitter.com/#TCXL15
- linkedin.com/Total Customer Experience Leaders
- facebook.com/Total Customer Experience Leaders

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. Connect with Peggy on LinkedIn, Twitter, Google+, and on her website at www.starrybluebrilliance.com.

Customer Privacy in the World of Big Data

Photo: L’int??rieur des Galeries Lafayette (Berlin) by dalbera from Paris, France. This file is licensed under the Creative Commons Attribution 2.0 Generic license.

“Customers don’t expect you to be perfect. They do expect you to fix things when they go wrong.” – Donald Porter

In “7 Myths About Big Data Dispelled,” David Zaleski says “it’s time to dispel some glaring misconceptions about this form of measurement.”

Are you ready to learn about what big data really is and how to protect your customers’ personal data? Join us for “Customer Privacy in the World of Big Data” during the Total CX Leaders Conference June 3-4 in Miami, Fla.

In this session, you’ll learn how to:
- Clarify consumer concerns and expectations
- Develop and provide transparent data privacy policies
- Build trust and brand loyalty across all customer segments

Total CX Leaders Conference will help you “learn how to listen to your customers, understand their differences and set the foundation to build a road map to create a seamless experience for modern customers.”

Join us at Total CX Leaders Conference (TCXL) 2015 in Miami. Register today!

Stay connected with TCXL15:
- twitter.com/#TCXL15
- linkedin.com/Total Customer Experience Leaders
- facebook.com/Total Customer Experience Leaders

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. Connect with Peggy on LinkedIn, Twitter, Google+, and on her website at www.starrybluebrilliance.com.

How to Use a Data Driven Approach to Managing Consumer Experience

Photo by Wil Leeuwis. Sol Lumen is the name of the laser artwork linking De Uithof with the city centre as part of Utrecht University’s 375th anniversary celebrations. This file is made available under the Creative Commons CC0 1.0 Universal Public Domain Dedication.

“The more you engage with customers the clearer things become and the easier it is to determine what you should be doing.” – John Russell

In “Media Agencies are Evolving from Being Media Facing to Customer Facing,” Avi Dan states, “Importantly, media agencies are becoming storytellers, with the ability to create compelling content across all screens and devices.”

Are you ready to take a new approach to managing the customer experience? Join Arun Kumar, Group Director, Data Science, Razorfish, as he presents “A Data Driven Approach to Managing Consumer Experience” during the Total CX Leaders Conference June 3-4 in Miami, Fla.

In this session, you’ll hear how Razorfish used data to uncover customer experience challenges on the display media side for their travel clients. You’ll also learn how they developed a data driven approach to create best practices.

Total CX Leaders Conference will help you “learn how to listen to your customers, understand their differences and set the foundation to build a road map to create a seamless experience for modern customers.”

Join Arun at Total CX Leaders Conference (TCXL) 2015 in Miami. Register today!

Stay connected with TCXL15:
- twitter.com/#TCXL15
- linkedin.com/Total Customer Experience Leaders
- facebook.com/Total Customer Experience Leaders

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. Connect with Peggy on LinkedIn, Twitter, Google+, and on her website at www.starrybluebrilliance.com.