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Resonate Blog

As covered in my last blog post, in many cases, Interaction CX Programs have “run out of steam”. As important as it is, the Front-Line can only deliver so much from customer feedback – it becomes the law of diminishing returns. If the biggest customer issue is beyond the control of front-Line (e.g. Supply chain, recruitment & training, branding, credit policy, product development) then just “keeping the wheels on” at the front-line will not be enough....

The first thing to acknowledge is that, by and large, CX programs have had early successes and have endured – despite straitened economic times. CX programs have usually been launched in large organisations against a backdrop of zero previous customer feedback. Or if the feedback was there (e.g. social media) the organisation was just not listening. Historically, CX programs have almost always started with pilots and with a focus on getting customer feedback at a sales or...

In discussing Breakthrough CX, it is important to agree on some fundamental concepts and terminology. Customer Experience (CX) or Net Promoter Score (NPS) metrics typically need to address three types of customer experiences: Which Experience? Source: Forrester Inc. "Relationship" (or "Brand", "Market") NPS is the headline NPS for a CEO reflecting overall disposition to the Brand and a strong reference point for competitor comparisons. "Episode" NPS addresses specific customer goals or wants/needs - usually comprising a multi-step or multi touch...

Why is it that many Customer Experience (CX) programs, often after years of success can get stuck - hit a glass ceiling? (Note: I will use the terms "CX" and "NPS" synonomously). CX initiatives in large organisations have been around for some time now. In Australia, early large scale NPS initiatives (e.g. Westpac, Woolworths) can be traced back to 2007-2009 and for some US based organisations back to the genesis of NPS in 2003. There must be...

So as 2016 ends and we move into 2017 its time to think about CX and get into the proactive state of mind. In today’s blog I will be looking specifically at business drivers and how you can use business driver data alongside customer experience and NPS data to areas where to focus your time and effort in order to make changes that will get you ahead of the game. If you haven't already started your CX program,...

There are many different theories and methodologies around change management, and in this weeks’ post I won’t be going deeply into them. Instead, I’ll just focus on 4 key points that I believe are relevant to leading change successfully, especially when that change is implementing or driving new customer experience initiatives. So let’s dive in… Involve all Tiers of the Organisation This one is kind of a no-brainer, but I think something that gets taken for granted. Ensuring the involvement...

Often customer experience or advocacy initiatives are driven from the top down, and specific departments are made more accountable than others for driving and delivering results for this initiative. However, customer experience isn’t just a goal for the marketing, sales or customer service department. It should be an organisation wide goal that helps to drive the business forward. 1. Make it known & set the goal The first and most important step is getting the message out there, getting...

This article originally appeared on www.ellipsisandco.com, click here to view the original article. There has been a bit of a revolution going on in Marketing. Sparked by the remarkable success of a book by Byron Sharp: How Brands Grow. Sharp discusses a series of Marketing Laws in an attempt to impose science (or at least empiricism) on marketing. He questions commonly held beliefs including whether Marketers should segment their customer base, the relevance of targeting heavy users and...

For those new to Net Promoter Score (NPS), it can be easy to fall into the trap of obsessing over the score. However, NPS is so much more than just a score. Used to its full potential, an NPS program gives  customers the opportunity to provide reasons and context around their experience feedback. Which, as you can imagine, provides you with a rich amount of unstructured responses to go through. The benefits of this includes being able to...