Tuesday, December 30, 2014

14 Worthy Customer Experience Reads for 2014

Image courtesy of ilya vinogradov
How much progress did you make with regards to improving the employee experience and the customer experience this year?

Did you stick with all of your CX resolutions for 2014? Did you add any new ones mid-year?

As we wrap up 2014 and say "Cheers" to another year, I thought it would be fun to take a look back on the year. The 14 posts listed here  seemed to resonate with readers this year; I'm sharing them again because I think they provide some great refreshers to carry you into 2015 and the next leg in your CX Journey...

What the Hell is Customer Experience?
When customer-thinking is part of your culture, when delivering a great customer experience is ingrained in the DNA, when everyone speaks "customer," then you've achieved the "What the hell is water?" level of customer experience maturity. How ingrained is the customer and his perspective in your company's DNA?

18 Reasons to Map Customer Journeys
Have you started journey mapping yet? Or are you still wondering why it's an important tool to have in your customer experience management toolbox? Read this post to uncover 18 ways to use journey maps to advance your CX strategy.

First or Last Impression - Which One is Lasting?
As you think about the customer experience, which impression is most impactful, the first one or the last one? Which one is the lasting impression?

19 Signs Customers Are Just Not That Into You
While I had a little fun with this post, it does summarize 19 clues to watch for when you're about to lose your customers. And I list eight attributes of customers that have turned into raving fans. Which would you prefer?

Customer Experience: Art or Science?
Do you think there's a little art and a little science involved when it comes to delivering a great customer experience? In this post, I take a look at how the two go together. I don't think you can have one without the other.

Why Customers Do What They Do
Rule #1 in customer experience is "understand the customer." Understanding the customer includes listening, creating a customer journey map, and using other tools that will help you understand who they are, what their needs are, what jobs they are trying to do, what their painpoints are, and how you fit together. If you know customers well, it's much easier to meet, and especially exceed, expectations.

Journeys, Not Touchpoints
While it's important to look at the individual touchpoints, moments of truth, interactions, channels, etc., it's more important to remember the whole journey, the entire experience that the customer has with your brand or organization as he's trying to do whatever job it is he's trying to do. Focusing on the entire journey, not solely on individual touchpoints, will yield greater results for the customer experience, i.e., it 's much better for the customer.

The Five Agreements of Customer Experience
In this post, I take a look at how the Five Agreements that don Miguel Ruiz wrote about can be applied beyond your own desire to achieve personal freedom - of course, I apply them to achieving customer freedom and happiness.

The Secret to Customer Retention
What happens when companies spend huge sums of (marketing) dollars on customer acquisition when they can't even keep the customers they have because their products, services, and experience stink? What is the secret to keeping those customers?

8 Steps for Customer Experience Change Management
Dr. Kotter's 8-Step Process for Leading Change intrigued me, since it applies quite nicely to the challenges we face as we struggle to implement changes to/for the customer experience within our organizations. How well does your organization adhere to his eight steps when implementing change?

Transforming the Customer Experience with Big Data
You've got customer data. Lots of it. What do you do with it? How do you make sense of it? How do you use it to transform the customer experience? I share my six rules for doing just that.

What's the Cost of Listening to Customers?
Listening to customers - and acting on what you hear - is paramount to business growth and success. But that's not what executives want to hear. They want to know how much it's going to cost and what the return on investment will be. 

Do You Know Who Your Customers Are?
Do you really know who your customers are? How does your company define or segment them? Do you take a 30,000-foot view of your customers? Or do you drill down deeper and focus on the jobs to be done by your customers? What tools should you use to do that?

Do We Care About Brands?
Should we be worried about people not caring if brands disappeared from their lives? Do people care about brands? Can people care about brands? Companies spend a ton of money on marketing and advertising to lure customers in, and yet customers couldn't care less if most of those companies weren't around tomorrow. Are companies wasting their money?

I hope you enjoy revisiting these posts.

I get inspired to write by a variety of things, and I've had a great time writing for you all this year. I am so appreciative that you continue to read what I write. I look forward to an exciting 2015! Cheers to you!

Sometimes you have to look back in order to understand the things that lie ahead. -Yvonne Woon


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