CX Science Episode 1
What The Heck Is CX Science
About This Episide
Have you ever wondered about the history of the CX discipline and what it is.
Robin Miller and Graham Clark of Customer Results discuss why now is the time to move from CX as Art to CX as Science and why a failure to do so will doom CX
CX is the discipline, techniques and approaches of delivering greater customer experiences, an essential ingredient in delivering great business models.
No-one is asking “Is CX important?” amd “Why?” anymore.
What they want to know is “How do we do CX” and specifically “How do we do it that will guarantee results”.
After 18 years of “CX as Art” where mystical magicians (aka Consultants) drew Journey Maps and activated NPS or CSAT surveys and then left with everyone confused about what to do next it is time for a more predictable, measurable approach to Customer Experience (CX) applying more metrics, more data, more technology tools and a formal methodology is required as we advance the CX Movement.
We call this new model CX Science to impact your CX Operating Model.
Graham and Robin explore a number of topics
- “The difference between Customer Experience and the discipline of CX”
- “What the main techniques are of CX” (which we will explore in our later podcasts)
- “Why there has been way too much CX Selling and way too little effective CX Doing”
- “The Journey of Fred the hospitality CX champion”
- “Why a reduction of executive support for your CX program is only a pause not the end”
Resource Links
- CX Science Introduction*** Requires free Talking CX signup (see below)
- The Experience Economy – A Foundational Book on Experience by Joe Pine of Harvard – Click Here
- CEM 4.0 – Customer Experience Management by Nihat Tavsan – One of the most practical guides on CX – Click Here
- Managing Customer Experiences & Relationships – Another book from experience legends Donn Peppers and Martha Rodgers – Click Here
- Smart Customers Stupid Companies – Michael Hinshaw – The Best Title For A CX Book ever – Click Here
- Chief Customer Officer = Jeanne Bliss – The original bible – Click Here
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Related Episodes
CX Science #2 - Real CX Success is like Playing CX Jenga
We cover the building blocks of the CX discipline with a strong focus on CX Science and why creating great CX is a lot like a game of Jenga. From customer persona, customer journeys and your CX operating model of channels, people, process, cx tech, data, measurement systems, products, services and partner.
CX Science #3 - CX Strategy Scuffles - It's Ruff out There
Delivering any experience starts with who you are targeting and why it is of benefit to both your customers and to your business. A North Star CX Strategy & Vision to guide your investments and actions. Using Rover.com as a favorite example of how an example of how a great CX Strategy really works.
CX Science #4 - The Art of Knowing Your Customer
You cant define or deliver experiences to customers you don’t understand. We explore how personas, segments, audiences and experience journeys and journey maps help clarify interactions, painpoints and the key moments where you energize (or disappoint) your customers.
CX Science #5 - Delivering Your Experience Is A BOM
Your Business Operating Model (BOM) is crucial to delivering your experiences. Put simply your BOM comprises the channels your customers use to interact with you, the people, processes, technology and data that underpin your experiences, the partners you work with and the products and services that you offer.
CX Science #6 - Experience Design - Making Your Journey Map Work
Experience Design is where you decide how your customer experience journey will actually work, when implemented by your Business Operating Model (BOM) and what changes you may need to make to your BOM in order to realize the experience you want and your customers need.
CX Science #7 - CX Tech Stacking The Deck In Your Favor
Whether in design of the experience, delivery of the experience or measurement of the experience no experience today happens without technology. Your Design, Delivery, Management and Measurement Tech Stack is a critical segment of your enterprise technology architecture.
CX Science #8 - CX Measurement - At The Heart Of CX Improvement
At the heart of every CX program is Measurement. You cannot improve what you do not measure and you cannot understand if you do not listen. Companies that do nothing else should measure and listen to their customers perceptions of what they are doing, use that to drive insights and act on it.
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