Heart of the Customer

A New Era for Journey Orchestration

Heart of the Customer

Journey orchestration is the ability to deliberately create individual journeys for customers based on your data, sending the right messages at the right time to the right customer.

Orchestrate…or Risk Becoming Irrelevant

Heart of the Customer

Customer experience (CX) is about more than surveys. CX is about understanding customers through operational and financial metrics, reaching into each individual’s journey, and making a difference. So now might be a good time to ask for a raise, because you’re going to be doing a lot more!

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Change Management, Not “Bribes,” Improves CX

Heart of the Customer

This post picks up where last week‘s left off… In giving bonuses based on overall survey results, companies are assuming that 1. teams actually know what to do in order to improve customer satisfaction and 2. they won’t do it unless incented to.

Why Do Bonuses for NPS Scores *Seem* Wise?

Heart of the Customer

I’ll get right to the point: Change management is cheaper than bribing employees. It’s more effective, too. The CEO of a client organization recently asked us about offering a bonus tied to their Net Promoter Score (NPS).

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Going to Market Smarter in the New Economy

The fight to find new customers and retain existing ones is the biggest business challenge for many companies. Technology will continue to play a part in fostering buyer allegiance and building brands in the “new normal.” In 2021, as companies continue to move more functions online, employees will take a more virtual -- and flexible -- mindset and lifestyle in parallel to the digitization of businesses. To succeed, you must change the way you conceive and build new products as a digital business. Download the report today to discover more!

Learn Everything You Need to Know About CX From ’80s Music

Heart of the Customer

I admit it – I’m a child of the ‘80s. We’ve got 150+ stations on our satellite radio, but it stays tuned to 80s on 8 or First Wave, except for those rare occasions when I stray to the ‘70s or ’90s stations. Much to the chagrin of my wife, who has broader musical tastes.

Is the Net Promoter Score Really So Bad?

Heart of the Customer

So, Gartner predicted that, by 2025, 75% of companies will stop using NPS to measure their customer support program. I’m calling BS. Now, I am a bit jealous, because it’s great click bait.

Customer Journey Maps: The Top 10 Requirements

Heart of the Customer

Revealing Change Makers’ Secrets

Heart of the Customer

As regular readers have probably noticed, I’ve been referencing the massive research project we undertook last year often in recent blog posts, especially while sharing learnings.

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UPS Fail: Mishandled With Care

Heart of the Customer

Operational mistakes happen. If a company handles them well, customers will forgive the occasional lapse. But UPS’s recent operational lapse on a very sensitive item actually went from bad to worse.

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The Forrester Wave™: B2B Marketing Data Providers, Q2 2021

In our 24-criterion evaluation of B2B marketing data providers, we identified the 11 most significant vendors — Data Axle, Dun & Bradstreet, Enlyft, Global Database, InsideView, Leadspace, Oracle, SMARTe, Spiceworks Ziff Davis, TechTarget, and ZoomInfo Technologies — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2B marketing professionals select the right one for their needs.

CX Needs Change Management

Heart of the Customer

You probably moved into customer experience (CX) because of a passion for customers. You chose this space because you know that if you can improve customers’ experiences with your company, they will be happier, they’ll stay with you longer, and both the business and your customers will prosper.

Interview: Creating a Clean Experience

Heart of the Customer

How would you respond if your deliberately behind-the-scenes customer experience efforts were suddenly thrust to the foreground? That’s the challenge Office Pride Commercial Cleaning Services’ CEO Todd Hopkins faced when COVID changed the way we all think about cleaning.

Rich Emotions Can Overcome Poor Quality

Heart of the Customer

Customer experience has three components: Effectiveness, Ease, and Emotion. But too often, CX programs focus only on the first two. Because they’re simpler to address. Emotion is more elusive and complicated. But it’s where true loyalty is earned (as opposed to just preventing disloyalty).

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One Size Fits All? Not for Metrics!

Heart of the Customer

Imagine if your HR partners told you they were going to use one metric to measure all of your employees, and that should be how you determine each one’s overall effectiveness. You’d push back immediately.

4 AI Hacks to Make Sales Teams More Efficient

Over the last two years, there’s been a 76 percent increase in AI adoption across sales organizations. For sales teams, AI opens up a world of new possibilities, including automating outreach, identifying best-fit buyers, and keeping CRMs flush with fresh data. Read on to learn the four AI hacks sales teams need to improve their performance. Download the eBook today!

Are Your “Averages” Obscuring Your CX Opportunities?

Heart of the Customer

If I could only ask you one question to determine if you’re a Change Maker, it would be this: “Tell me about your data.” Most of the more than 100 CX pros we interviewed in the course of our research last year responded with, “What do you mean?” Or they only mentioned survey data. But […].

Turn Your Dashboards Up to 11

Heart of the Customer

Does it take you five hours to update your customer health dashboard, only to have three people barely glance at it? Worse yet, did someone else send out an Excel report that everyone read instead, even though you have a dashboard for their use? In other words, is your dashboard on mute?

Follow the Chain of CX Value to Drive Impact

Heart of the Customer

Done right, CX is a business discipline where organizations thrive by investing in an improved customer experience. That notion is largely accepted, even though it’s not always practiced. The challenge there is knowing where to invest.

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2021: The Year of CX Data

Heart of the Customer

Given the year we’ve had, we need to talk hygiene. Because I suspect you’ve been neglecting it. Not because of the sweatpants you wore in that Zoom meeting, or that you don’t always sing “Happy Birthday” twice when you wash your hands. I mean digital hygiene, and the need to clean your data.

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How to Overcome the Pain Points of Your CRM

CRM software is a powerful tool when used correctly, yet another obstacle to a sales team’s efficiency when it’s not. Leveraging research and commentary from industry analysts, this eBook explores how your sales team can get back valuable time by overcoming some pain points with your CRM, such as low adoption rates, integrations, and data quality.

Interview: Kate Nightingale of Style Psychology

Heart of the Customer

Heart of the Customer’s Jim Tincher sat down with Style Psychology Founder and CEO Kate Nightingale recently, to discuss the role of emotions in the customer experience. But it’s 2021, so of course “sat down with” means “met on Zoom.”) Below is a lightly edited transcript of that conversation.

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An Effortless Experience Isn’t Enough

Heart of the Customer

In CX, we all focus on making the experience easier on our customers. (We We even made it the title of our book.) But building loyalty isn’t as simple as removing friction. Don’t get me wrong. It’s definitely worthwhile to simplify your customer experience.

Six Ways to Show B2B CX Value

Heart of the Customer

After more than 150 hours of interviewing CX leaders – and surveying 200+ more! – it’s clear that one thing separates the best from the rest: The best CX programs start, end, and do everything in between, based on how their efforts will add value to the business.

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Don’t Leave Your Customers in the Dark!

Heart of the Customer

At Heart of the Customer, we work across many different industries – in the past six months alone, we’ve partnered with life insurance, SaaS software, healthcare delivery, property and casualty insurance, non-profits, and staffing enterprises.

4 Data-Driven Steps To Drive Successful B2B Demand Generation

Fact: Good data lives at the core of every successful B2B demand generation strategy. Without quality data, it’s nearly impossible to identify and segment your target audience and create messaging that speaks to their values and interests. Whether you’re stepping into a new position or you’re new to demand generation, learning the tricks of the trade can be, well, tricky. In this eBook, you’ll discover how to improve your demand generation program—and your bottom line.

Learn From West Elm’s Missed Opportunity

Heart of the Customer

One of the most critical findings from our 100+ interviews with CX pros over the course of 2020 was the importance of selecting one emotional outcome for your experience and using it as a design target. This is because emotions are the heart of your customer experience.

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Empathy.

Heart of the Customer

A key outcome of our work at Heart of the Customer (HoC) – and the essence of CX as a discipline – is to create empathy. That’s how we help our clients better understand their customers. When empathy is high, organizations are more likely to serve their customers better.

The Truth About Moments of Truth

Heart of the Customer

After reviewing The Journey Mapping Playbook earlier this month, it struck me that one of the biggest misses in the book (outside of the flawed methodology) was its failure to touch on Moments of Truth.

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What Is a Living Journey Map?

Heart of the Customer

Once you find out what a living journey map can do, you won’t have any trouble understanding why it’s so important to the success of your CX initiatives. So what can it do? Unlike a static journey map, a living journey map doesn’t remain fixed in particular point in time.

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The Modern Customer Success Playbook

The evolution of every high-functioning, effective customer success strategy centers around three C’s: connected experiences, an engaging customer journey, and a culture built on customer-centricity. Satisfaction won’t cut it. Quarterbacking your customers to long-term success and growth is proven to combat churn and transform customer success teams into revenue-drivers. But where do you start? Download the playbook today!

What’s in a Name? Your Ability to Please Your Customers

Heart of the Customer

I’ve always been a big reader, but the pandemic has given me even more time to indulge my passion. I recently devoured Conscious Capitalism, by John Mackey and Rajendra Sisodia.

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Lessons From a Change Maker

Heart of the Customer

It’s hard to overstate how much building an emotional connection with customers matters. According to the XM Institute, when the emotional experience is rated highly, 76% of customers are promoters. When it’s rated low, only 6% are.

Five Ways to Make Your Surveys Matter

Heart of the Customer

Most survey programs provide information: “Our Net Promoter Score (NPS) is 25, up from 22, compared to our competitive benchmark of 30.” While those figures might be interesting, they don’t provide the context that is essential for prompting action.

5 virus-related CX tips you need TODAY

Heart of the Customer

We’ve been in customer experience quite a while now. To paraphrase Liam Neeson – we have a very particular set of skills, skills we have acquired over very long careers. And we’d like to use what we know to help you help your customers when so much is out of your control.

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A Proven Guide to Recruiting Passive Candidates

It's a simple, frustrating truth that you can't predict everything when it comes to recruiting for businesses. At some point in your role as a recruiter - perhaps more frequently than not - you'll need to fill a position quickly and you'll look for active recruitment strategies to do it. However, it's not efficient or cost-effective to be in the active recruitment mode all the time. It's important to also invest in building a passive candidate pipeline. Download the guide for tips that can help you build a recruitment strategy that attracts both active and passive candidates for the best possible mix.

Enable CX Action by Removing Barriers

Heart of the Customer

On our continuing journey exploring John Kotter’s 8 Steps to Accelerate Change and how you can apply them to the CX world, we have reached the fifth step: Enable Action by Removing Barriers. Catch up on earlier posts in the series here!)