Entries by Jerry

When the sales experience falls into, rather than bridges, the gap

Depending on your definition of a customer, their experience starts well before they actually buy anything. It might be what they’ve heard from others or what they’ve seen in the news. But if the brand comes knocking on their door that first impression is also a critical experience. Many get it right because it’s based […]

Ten hidden benefits of customer journey mapping

The benefits of customer journey mapping are well documented; it’s an incredibly valuable exercise that gives the business a shared understanding of what it’s like to be a customer. And, therefore, a clear picture of what should be celebrated, what should be done differently and why. Journey mapping is a means to an end. It’s […]

Using journey mapping to understand and measure employee engagement

This post first appeared as a guest blog of Rant & Rave on using customer journey mapping methods to create employer brands and a great employee experience Fewer than half of employees would recommend their employer to a friend according to Glassdoor. Would you? Have you? Allegis found that 69% would not take a job […]

Why wouldn’t we make customer experiences easy?

Last week I had the pleasure of speaking at an event about how to nurture a customer-centric culture. One of the key issues I referenced is that too often we have a gap between the sky-high corporate ambition (such as “to be the world’s best customer experience company”) and the lower-altitude commitment to making that […]

Customer Experience says mind your own business

So we now know that United breaks customers as well as guitars. Knowing how your business treats its paying customers is one thing; understanding the impact it has on them is quite another. If the organisation is focused primarily on operational logistics, load factors and revenue per mile then such practices are going to be […]

Does the PRM label restrict airports’ thinking?

Does the PRM acronym need an upgrade to ensure any disabled passenger has an empathetic experience?   (This post first appeared as a guest blog for International Airport Review in March 2017). What’s in a name? A lot, it turns out. There is, for example, no shortage of airports who create a brand based on […]

Customer Journey Mapping, done. What next?

Here’s a familiar scenario in the customer journey mapping process.  Your workshops went well, everyone was engaged and the team is bursting with ideas. You added extra value by creating an environment where people from across all functions shared their behind-the-scenes stories. In doing so they learned a lot more about their own business, which […]

Keep customer journey mapping sessions on track and effective

Facilitating a customer journey mapping session for the first time can be daunting.  However, assuming you’ve invited the right people from across the business, and those who said they’d come do turn up, you should have an audience eager to get involved.  Even so, your collaborations have to work hard and show that the time […]

Disabilities teach us how to improve everyone’s experiences

It can be hard enough doing business with a company sometimes, let alone if we have some kind of physical or mental disability.  However, people who interact with the world in different ways can teach organisations a lot about creating the right customer experiences for them, other customers and – ultimately therefore – the balance […]

Do the good customer experiences obscure the bad ones for management?

As consumers we know that a company is only as good as the last experience we had with them.  But it does seem that some companies assume if they are able to give a good experience once, they are doing it every time, everywhere.  It’s obviously a very dangerous assumption. I’m often asked who we should […]

Who hangs around longer: complacent employees or valuable customers?

In the world we live in it seems to be very easy to over-complicate things; to make a cottage industry out of lots of stuff.  Inside a large corporate recently I saw a project managed by several highly-paid people whose goal was to document all the organisation’s other projects. So it’s not surprising that when […]

The role and challenges of the Customer Experience Professional

The varied and vital role played by customer experience professionals was put under the spotlight last week at the CXPA’s European Insight Exchange in London. Attended by CX practitioners from Spain, Finland, France, Ireland and Zimbabwe as well as the UK the event showed that wherever we are, the expectations of what customer experience people […]

John Lewis, npower and Ford – in very different places with customer experience

  Depending on the way you look at it, complacency is either the arch-enemy of customer experience or the reason it exists.  I’ve seen many a sceptical director shrug and say “Why bother? We’re making money so we must be doing it right”. Yet while the heart of customer experience might be more a way […]

Customer experience culture: Ford’s perspective

A customer-centric culture doesn’t happen simply because it’s on a presentation slide as a strategic pillar.  It’s a topic that risks being swamped by platitudes and theory so I was curious to hear Mark Fields, President and CEO of Ford Motor Company, talk about what the transformation to a customer experience culture looks like in reality. […]

Poor emails undo all the good brand work

We talk a lot about delivering the brand promise.  It’s one of the most critical balancing acts in the business strategy.  On the one hand, a very clear proposition so that everyone understands what they need to do and how.  On the other, what it feels like as a customer to be on the receiving […]

The future of airline passenger experience

The last two years have seen big steps forward in the airline passenger experience.  Some airlines doing great things in the name of creating a sustainable business. Others appear to be wedded to a get-rich-quick strategy.  So it’s not surprising that some have customers who help spread the good word while others feel they are […]

Passenger experience: managing disruption without disrupting relationships

The delicate, reciprocal balance of any alliance between airline and passenger shifts dramatically when there’s a planned or unplanned change in schedule. One party very quickly becomes totally dependent on the other to get them through the next few hours.  It puts the relationship on a knife-edge with the stakes and expectations equally high.    Get […]

Making technology relevant to the passenger experience

(This post was created as a guest blog for Total BlueSky in August 2015) The speed and breadth of technological change not just in the aviation world presents fantastic opportunities.  The challenge however, is to take advantage of the right opportunities not just the latest opportunity. Understanding the things that passengers value most helps prioritise […]

Proof that better customer experiences mean better results

If you’re looking for more evidence to show a sceptical stakeholder that better customer experiences mean better results, the recent wave of financial reporting yields a helpful trend. Not so long ago, updates were all about how a business was coping with the headwinds of tough economic times, exposure to foreign exchange movements, provisions and restructuring […]

Interview: learning from MOO about the link between culture, customers and the certainty of growth

Whatever your definition of Customer Experience, it’s a means to a commercial end and not a platitudinous end-game in itself.  It’s a way of being better at business and that’s especially important to those holding the purse strings where having confidence about the returns is everything. But a cost-benefit analysis is only credible if the […]

How not to increase the customer experience scores

It’s “good news, bad news” time for measuring customer experience.   The good news is that some people have found really quick and easy ways to increase customer scores.  The bad news is that those creative solutions can be catastrophic for the business and ultimately the people themselves. We’ll look at the reasons why it happens and the consequences […]

Little things versus Wow customer experiences

Having real coat hangers in the wardrobe of a hotel-room might not make a Wow customer experience or a Moment of Magic.  But, it’s a great illustration of how small things can make a big impact. Stakeholders often baulk at the idea of improving customer experiences for fear that it will cost more, it will force […]

Customer experience reveals segmentation limits

By applying a little customer experience scrutiny to traditional segmentation models we see their limitations. Being more empathetic with real people rather than grouping customers with similar profiles helps turn successful short-term activity into a differentiated, more profitable and sustainable business.   When creating a segment there is by definition an assumption that we can […]

Three effective open questions to ask customers

Organisations have an insatiable appetite for customer feedback and with good reason. Asking effective open questions, however, is easier said than done.  Customers are being asked several times a day what they think and with our customer hat on we all know what that feels like.  It’s therefore commercially vital that the questions we ask […]

Gaming the customer experience measurement system: why?

The credibility of customer experience is at risk from employees who game the measurement system.  They are motivated to play the system because their performance management reviews depend on it. We can dismiss it as a by-product of the organisation’s ‘culture’ but cultures are made up of people and people allow it to happen – […]

British Gas and United: learnings from their customers with special needs

Companies who treat Special Needs customers with genuine empathy, supported by internal engagement and education, not only do the right thing but see benefits for all their other customer segments too.  There are two contrasting stories here about how companies deal with the same type of customer in completely different ways; the differences being understanding and […]

Voting for customer experience, one small step at a time

The build-up to this week’s election in the UK has been rooted in uncertainty. If the media reports are to be believed, no single party has been persuasive enough to win over the backing of a majority for the changes they believe in. Time will tell.  It also provides topical food for thought about the role […]

There’s no need to measure customer effort

Do we need to measure customer effort? The presence of any effort should be enough to set alarm bells ringing.  Knowing a score out of 10 or tracking a percentage may give KPI-focused colleagues a degree of comfort but that can also be an excuse to defer remedial action on the basis that “It’s not […]

The power of unexpected customer experiences

The environment in which we go about about our daily lives tends to be a familiar one.  For better or worse, we generally know what to expect.  We have in-built mechanisms to signal the presence of the unexpected and the absence of the expected.   It’s the same for our experiences as customers.  I want […]

Customer Experience – what’s your problem?

What’s your problem with customer experience? Or, to put it another way, what is it that gets in the way of designing and implementing an effective customer experience strategy?   Such customer experience problems were the source of much debate recently when I had the pleasure of hosting the Empathyce TakeAway event in London. There were […]

Customer experience research; turning brands into favourite brands

This research post is about which companies have used customer experience to turn their brands into favourite brands, and how that happens.  I am delighted to have co-authored it with Ian Golding, hugely renowned and respected customer experience specialist.    The piece here is therefore also at his blog ijgolding.com where he has built a rich […]

Passenger experiences and what they say to each other

Airports and the people who use them want different versions of the same thing from the passenger experience.  Whether we’re transiting through one or managing one, the common need is for it to be efficient.  But this research report into what passengers tell each other about good and bad experiences shows that the way customers […]

The job of the customer experience manager

The need to improve customer experiences has been around since cavemen traded rocks for fish.  And as our understanding of complex customer experience issues has grown, so too have the opportunities for those moving into leadership and management roles. Having credibility to influence change is at the heart of the job.  But in reality, it can […]

Customer experience without trust is costly

The new challengers in the energy market must be thanking the so-called “Big 6” for making their job easier.  A report just out by Which? shows the polar extremes of customer satisfaction, much of it driven by trust. On the satisfaction scores, the smaller companies such as Ecotricity, Ovo and Good Energy are over 80%.  With […]

Customer experience and lawyers

United Airlines threw a new perspective into the debate about where responsibility for customer experience sits when it handed accountability to its General Counsel.   In an unusual move, United has brought customer experience and lawyers together by putting its General Counsel in charge (reported by Gary Leff).   The airline has a habit of being in the media […]

Did City Link’s customer reviews predict failure?

Customer experience reviews are a rich source of information for companies wanting to improve.  They also contain vital signals for companies needing to survive. On Christmas Eve, the UK parcel courier City Link delivered itself into administration.  A few days later on New Year’s Eve, the absence of anyone wishing to pay the right price to […]

Assessing the shape of customer experiences

To assess customer experiences is to embark on a complex but profitable journey.  The desire to make improvements is compelling and yet the starting point and finish line are not always obvious.  The Customer Experience Triangle concept has been designed to help shape the thinking that makes planning easier and direction clearer.   Is your Customer Experience […]

Customer experience in the boardroom

Corporate change leads investors to rethink the potential for future income streams.  But, by putting customer experience in the boardroom, can it improve that decision-making process?   This week has seen some significant corporate activity in the UK.  BT is making a play for the mobile market by talking to O2 about a return to its […]

The best and the worst of customer experiences

In Europe this week, the travel industry provided me with two quick stories that illustrate the best and worst of customer experiences. The first was a perfect example of ease and empathy.  Having been at an event in Brussels where rail operators were showcasing some great case studies on how they are using customer experience […]