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If You Are Struggling to Improve Customer Experience in a Large Organization, Check Out This Podcast!
How To Sell Senior Executives on Customer Experience Improvement
More from the CXPA Insight Exchange on today’s episode, including an interview with Lorraine Schumacher, Director of Marketing Transformation (previously the Director of Customer Service Strategy & Planning) at Verizon. She’s taken the concept of personas, which many of us use to understand our customers better, and applied them to her internal customers.
She’s developed personas for the different types of people who have to be “sold” internally. What are the strategies that will work to win support from each type?
Get your FREE transcript!
They include such lovable characters as:
* Fearful Freddy, who worries about how to protect the reputation of the company, and can be found in any department
* Competitive Carol, who is often found in sales or operations, and really wants to be the top dog
* Samantha Smartypants, who always does her homework and expects you to have done the same
* Harry the Data Hog, who can be won over if you give him the numbers to prove your case.
Lorraine points out that, realistically, our goal as customer experience (CX) professionals is not to work ourselves out of a job, because providing top-notch customer experience is an ongoing effort. Rather, she says, “Our goal as cx professionals is to get customer experience embedded in every employee.”
More from the CXPA Insight Exchange 2015
Today’s episode also includes more useful tips that I picked up at the CXPA’s Insight Exchange a couple of weeks ago.
* Bruce Temkin‘s advice on anticipatory customer experience. (Pat Flynn also discusses this in the interview with him that I’ll be airing next week.) If you want to hear more from Bruce Temkin, check out this interview I did with him a few weeks ago.
* Lesley Boucher, of the Pensare Group, described a simplified alternative to customer journey mapping, that helps employees get engaged in the customer experience process and gets them identifying and acting on changes that are under their control.
* Gavin Winter, of CXAct, focused on “guided customer experience” — identifying which channels are the ones where the customer is most likely to be able to get their problem solved on the first contact, and then guiding them to those channels.
* Sandra Fornasier, of Ciena Corporation, found that the Net Promoter Score (NPS) was not the best approach for her B2B-focused company. She discussed an alternative to NPS that they found works better when dealing with business customers.
If you work in Customer Experience, you should check out CXPA.org. They’ve got a ton of great resources and an awesome forum were folks in the CX trenches answer each others’ questions.
Speaking of which, I’d love to know more about your customer experience questions so I can make sure this podcast continues to bring you the most relevant and useful information for CX practitioners and business leaders.
What Are Your Top CX Questions?
Please post your questions below. (Or if you feel shy, you can send them to me by
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How To Sell Senior Executives on Customer Experience Improvement
More from the CXPA Insight Exchange on today’s episode, including an interview with Lorraine Schumacher, Director of Marketing Transformation (previously the Director of Customer Service Strategy & Planning) at Verizon. She’s taken the concept of personas, which many of us use to understand our customers better, and applied them to her internal customers.
She’s developed personas for the different types of people who have to be “sold” internally. What are the strategies that will work to win support from each type?
Get your FREE transcript!
They include such lovable characters as:
* Fearful Freddy, who worries about how to protect the reputation of the company, and can be found in any department
* Competitive Carol, who is often found in sales or operations, and really wants to be the top dog
* Samantha Smartypants, who always does her homework and expects you to have done the same
* Harry the Data Hog, who can be won over if you give him the numbers to prove your case.
Lorraine points out that, realistically, our goal as customer experience (CX) professionals is not to work ourselves out of a job, because providing top-notch customer experience is an ongoing effort. Rather, she says, “Our goal as cx professionals is to get customer experience embedded in every employee.”
More from the CXPA Insight Exchange 2015
Today’s episode also includes more useful tips that I picked up at the CXPA’s Insight Exchange a couple of weeks ago.
* Bruce Temkin‘s advice on anticipatory customer experience. (Pat Flynn also discusses this in the interview with him that I’ll be airing next week.) If you want to hear more from Bruce Temkin, check out this interview I did with him a few weeks ago.
* Lesley Boucher, of the Pensare Group, described a simplified alternative to customer journey mapping, that helps employees get engaged in the customer experience process and gets them identifying and acting on changes that are under their control.
* Gavin Winter, of CXAct, focused on “guided customer experience” — identifying which channels are the ones where the customer is most likely to be able to get their problem solved on the first contact, and then guiding them to those channels.
* Sandra Fornasier, of Ciena Corporation, found that the Net Promoter Score (NPS) was not the best approach for her B2B-focused company. She discussed an alternative to NPS that they found works better when dealing with business customers.
If you work in Customer Experience, you should check out CXPA.org. They’ve got a ton of great resources and an awesome forum were folks in the CX trenches answer each others’ questions.
Speaking of which, I’d love to know more about your customer experience questions so I can make sure this podcast continues to bring you the most relevant and useful information for CX practitioners and business leaders.
What Are Your Top CX Questions?
Please post your questions below. (Or if you feel shy, you can send them to me by