Customer Journey Mapping workshop in November!

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Join us for a hands-on customer journey mapping workshop in the heart of San Francisco!

I’m thrilled to announce our next open enrollment workshop:
November 2, 9:00 – 5:00 & networking cocktails
November 3, 9:00 – 4:30

Whether you’re just getting started with customer journey mapping or looking for a methodology refresh, our two-day interactive workshop will help you develop the skills and know-how you need to effectively employ journey mapping within your organization.

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Are Journey Maps Dangerous?

Journey maps help you take a more holistic view of what your customers experience as they do business with your organization. But just how holistic is that view, anyway? I recently got the following questions from a client, I’ll call him Bob, who was concerned that his company’s journey mapping efforts might still be too siloed for effective decision making and prioritization of customer experience improvement initiatives.

Bob: Is it dangerous to fix one journey at a time?
Kerry: This comes down to risk assessment. I’d argue that it’s actually more risky have a complete view of ALL customer journeys before you start making improvements. It would simply cost too much and take too long to map every single customer journey, and you’d make no progress in the meantime. I believe it’s less risky for your business to make improvements based on your current knowledge of one important journey than to do nothing at all.

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WEBINAR: HOW TO GET THE MOST OUT OF YOUR MOST IMPORTANT CUSTOMERS

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You likely wouldn’t treat a complete stranger the same as your best friend. So why do brands continue to treat their Members, their known customers, the same as the anonymous shopper who just walked in the door?

According to the 2016 Bond Loyalty Report, you are likely a Member of 13.4 loyalty programs. You may be a “gold” or “VIP” Member in one or more of these Programs—but do you feel like it? In many cases, you are treated like any other customer. In fact, only 20% of Members say that they feel special and recognized.

The fact is, all known customers should feel special, even if some should feel more special than others. Why? Member satisfaction is 3X higher when brand representatives make a customer feel special and recognized. But, you need to ensure they are getting it right for their best, before the rest. To build long-term, meaningful and profitable relationships, you need to do a better job of thinking through the customer experience for your most important and valuable customers.

Join me and my friends from Bond Brand Loyalty at 1pm ET September 15 as we walk you through how to:

1. Design the right customer experience for your best customers using the latest methodologies in co-creation.
2. Turn design into a comprehensive Customer Experience playbook.
3. Execute with excellence; engage and galvanize your brand representatives to deliver your desired CX for your most loyal customers.
4. Sustain your Customer Experience efforts—making it a way of being for those who represent your brand.

Register now!

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Broken Promises: United Airlines Edition

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On September 24, 2013, United Airlines sent out an email announcing its renewed commitment to customer experience and the resurrection of its “Fly The Friendly Skies” tagline from decades past. The email read, “‘Friendly’ now means more than it ever did. It means being user‑friendly. In other words, flyer‑friendly. We’re giving you an unmatched global network with more onboard product features, better technology and, of course, great customer service.”

The very same day that United sent that email, a friend of mine, let’s call her Jenny, boarded a cross-country flight from Boston to San Francisco. She’s a loyal United customer with “1K” status, which means that she flies more than 100,000 miles a year on United.

As Jenny stepped on the plane that day, she explained to the flight attendant that she often gets chilly on long flights and asked if she could have a blanket. The flight attendant quickly asked where she was seated, and upon learning that she was in 12A, told Jenny that she could only give blankets to people in first class.

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Journey Mapping With Customers: What’s In It For Them?

I love bringing our clients’ customers into journey mapping workshops. There’s nothing quite like hearing about customers’ enjoyable, confusing, and downright frustrating experiences while talking with them face to face.

But at the outset of our journey mapping projects, many of our clients worry that they won’t be able to convince any customers to join them. What’s in it for the customers, anyway? What value will they get for their time? The answer varies a bit from workshop to workshop, but generally customers can expect to:

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On Fear And Daring

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I stood unsteadily on the side of the mountain, desperately clutching a thick chain that had been anchored deep into the rock next to me. My vision narrowed. My breath became shallow. My legs started to shake violently. I found myself unable to move. Several feet away, the trail that I was on abruptly ended, and a sheer cliff met the ground 1000 feet below.

I was supposed to be having fun. My husband and I were on vacation in Zion National Park and had decided to hike to the top of Angels Landing. Several weeks before, I had seen pictures of this harrowing trail steeply ascending a narrow mountain ridge—and admittedly, I had been nervous. Very nervous. But as an avid hiker, I wasn’t about to turn down the opportunity to tackle this breathtaking trail.

I just thought that the “breathtaking” part would be figurative, not literal.

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Forward To New eBook on Customer Success

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This is my forward to Guy Nirpaz’s new eBook on customer success, Farm Don’t Hunt, available today on Amazon.

***

The disciplines of marketing and sales have traditionally owned a controlling stake in building customer relationships. On the surface, this makes a certain amount of sense: We need to make customers aware of our offerings and get them in the door.

And certainly, this focus on attracting, or hunting, new customers has been a short-term win for businesses—a fix for executives and shareholders who need the instant gratification of higher and higher revenues at the end of the each quarter.

But for many hunters, the long-term results have been disastrous. That’s because these organizations have failed to understand and focus on the entirety of the customer journey. Specifically, they’ve neglected those touchpoints and interactions that come after the point of sale. They’ve ignored the needs that customers have as they actually learn, use, and get help with a product or service.

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Customer Journey Mapping Workshop in March!

KerryBodine_JourneyMapping_Team

Join us for a hands-on customer journey mapping workshop in historic Philadelphia!

I’m thrilled to announce our next open enrollment workshop:
March 23, 9:00 – 5:00 & networking dinner
March 24, 9:00 – 4:30

Whether you’re just getting started with customer journey mapping or looking for a methodology refresh, our two-day interactive workshop will help you develop the skills and know-how you need to effectively employ journey mapping within your organization.

Read More

The Always Up-To-Date Guide To CX Events

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I’m often asked about customer experience conferences: What’s out there? Where am I speaking? Which conferences would I recommend?

I’ve compiled the following list of conferences spanning a variety of topics — like CEM, service design, customer loyalty, customer success, and contact centers — that should be of interest to a wide range of customer experience professionals. I’ve organized the events based on the types of organizations hosting them: professional associations, event producers, service providers, media companiesanalyst firms, and tech vendors. And, as the title of this post implies, I’ll be keeping this list up to date on a rolling basis.

Am I missing an upcoming event? Please let me know!

 

Professional Associations

Customer SuccessCon West 2016
January 14, 2016
Berkeley, CA

CXPA’s 2016 European Insight Exchange
March 31, 2016
London

CXPA’s 2016 US Insight Exchange
May 3 – 4, 2016
Atlanta, Georgia

Design Management Conference Europe
May 23 – 25, 2016
Amsterdam

Design Leadership Conference
September 25 – 27, 2016
Boston

Customer Experience First, Business Strategy Second

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Happy CX Day! On this important day, I want to discuss an important topic: strategy.

In a recent post, I lamented how many companies today focus on business strategy first and customer experience strategy second. They decide what they’re going to do—and, as an afterthought, make decisions about how they’ll deliver their products and services.

Everyone loves to talk about how Zappos.com delivers a great customer experience. But one thing that gets overlooked in these conversations is the order in which its executives made decisions about both the what and the how. In Delivering Happiness, CEO Tony Hsieh talks about his unwillingness to compromise the Zappos.com customer experience—and some of the tough business decisions he had to make in order to protect it. The company:

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