Customer Experience

Give leadership a small role in your CX transformation… (yes, you read that right)

“Zanna, we mostly struggle with how to get our board and management more involved in CX.” A common challenge. Caused by common pitfalls. Pitfall 1: We need a business case Many CX programs start with this question: we need to make a business case for CX. That was certainly important about 10-15 years ago. But …

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In 5 steps to successful Customer Experience transformation

According to Forrester, some 80% of CX initiatives lack execution power. I like to add: and business impact. CX is surrounded by fluffy and vague stuff, in part due to CX professionals themselves. Research that translates poorly into action, CX departments too far removed from operations, too much focus on new hypes and tools instead …

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Download Customer Experience Framework

The Customer Experience field can be kind of daunting. To create some clarity in the “experience swamp” I’ve created this download for you containing my customer experience framework. DOWNLOAD THE PDF CONTAINING THE CUSTOMER EXPERIENCE FRAMEWORK. It contains three sheets: Comparison of a product-, customer- or human centric organisation. The latter to me is the …

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Chief Customer Officer : Pros and Cons of the CCO (The Sense and Non sense series)

When you look at studies about the customer experience (CX) maturity levels in organisations, an often used plus is the presence of a Chief Customer Officer in the board of the organisation. I would like to challenge this maturity assumption or at least put the assumption in perspective. Easy year one An organisation that starts …

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Success in Customer Experience? Don’t Ask Your Customers What’s Important.

Prefer the Dutch version of this blog? Check out the blog on Marketingfacts. Latent needs make or break customer perception While studies concerning the role of our subconscious do not entirely concur, they all quote an influencing factor between 75 percent and 95 percent. Given the magnitude of that role, why do the vast majority …

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