Wednesday, January 4, 2017

The Authoritative Guide to #CX

Image courtesy of GMC Software
How do you know you're achieving customer experience excellence?

Back in November, I wrote a post about a whitepaper I penned for GMC Software on how the worlds of customer communications management (CCM) and customer experience collide, without question. Parts of that whitepaper and another I had written for GMC Software were incorporated into their first ebook, The Authoritative Guide to Achieving CX Excellence: Unlocking the Power of Customer Communications Management (CCM).

I recently joined Mirza Baig of GMC Software for a brief conversation about the book - it was more of a book review, and I was happy to share my thoughts on it. The book spans 10 chapters packed with thought-provoking content and links to other resources to help you understand the concepts and guide you in developing your action plans. It supports that much-needed focus on communications, which is often an overlooked part of the customer experience.

While the book outlines how various companies have...
  • Transformed the customer experience
  • Increased efficiency
  • Eliminated silos
  • Decreased risk, and
  • Gained visibility into the customer journey
... it's also a great resource that:
  • defines and clarifies CCM
  • outlines the benefits of CCM and how those are tied to business outcomes
  • supports the importance of consistency across the organization and the customer journey
Take a few minutes to listen to the book review podcast and then download your copy, as well. It'll get you thinking about things that you didn't even know you should be thinking about.

Good communication is just as stimulating as black coffee, and just as hard to sleep after. -Anne Morrow Lindbergh


  1. It is indeed an interesting read, though it is all about CCM until chapter 6, on Journey Mapping. I consider the eBook to be a reasonably authoritative guide to CCM, though hardly to CX as a whole.

    1. Your point is well taken, Maurice, that the title oversells a bit. The whole premise, though, is that communications are a much-overlooked piece of the customer experience. Communications (both internal and external) really lays the groundwork, framework, mindset, tone, etc. for your CX culture and is the glue that holds a lot of it together. As I write in this post ( what gets shared and communicated is viewed as important by employees, and it creates clarity. At the same time, for customers, the more we communicate - in a meaningful, relevant, timely, and consistent way - the better the experience.