CX Science Episode 4
The Fine Art Of Knowing Your Customer
About This Episide
In order to define (and deliver) experiences you have to deeply understand your customers. That includes not only who your customers are but also often who they are not.
And the attributes you associate with those customers should help you categorize and prioritize those customers when it comes to targeting them or serving them. For example married women in Germany over the age of 30, below the age of 45, with two school age children, who speak both German and English and own a BMW.
Understanding those customer will allow you to define experiences that are Easy, Effective and Emotionally resonant because one person’s easy and effective experience may be another’s nightmare
Experiences that usually defined by the customer in terms of painpoints (things not going well) and moments of truth that really define the relationship between you and your customer.
Key moments and painpoints that are identified through
- Voice of Business (VoB) who your business thinks your customers are and what they need and do
- Voice of Employee (the same as VoB)
- Voice of Customer (VoC) what your customers tell you they think, what, need and do through research, focus groups, emails and digital feedback
- Voice of Analytics (VoA) what your digital analytics and social media and semantic analysis of emails and social media tell you your customers actually want, need, do and think
We also discuss how your CX Operating Model (CXOM) enables the delivery of experiences that are acceptable to and even wow particular customer segments or persona (something we explore more in future podcasts)
Plus how the increasing power of Journey Analytics allows you to automatically understand your customer journeys but has limitations.
Graham and Robin explore
- “What is I zero”– the zero year for the internet – the arrival of the AOL CD and why is it important”
- The fundamental concept of “One to one” to experiences invented by Peppers and Rogers in the mid 1990’s
- “The 3 E’s of Experiences – Ease, Effectiveness and Emotional Resonance”
- “What is a Moment of Truth and a Painpoint and how are those related to Insurance Claims”
- “Why CX professionals hear Voices”
- “Why we say Customers lie”
- “How survey design really affects success
- The answer to “what do I do first in my CX program”
Resources
- McorpCX’s legendary Journey Mapping Toolkit click here
- The Journey Mapping Playbook – Jerry Angrave click here
- The Hidden Psychology Of Social Networks – click here
- Custmer Bliss by Jeanne Bliss – The legend of the chief customer officer lives on – click here
* Requires free Talking CX sign up
Share
Sign up now to access exclusive
Talking CX Resources
Get the CX Capability Guide plus more!
Related Episodes
CX Science #1 - What the 'Heck is CX Science
20 years into the modern CX movement executives believe CX is critical but to the CX discipline must become more formal, predictable, measurable and investable to continue to grow, moving from CX as Art to CX Science predictably impacting your Customer Experience Operating Model (CXOM).
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 #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.
Listen and Follow
Support Us
Help keep us caffeinated and providing great content! Your patronage is appreciated.
Partner With Us
We welcome advertisers and cross-promotional opportunities with other podcasts
Send us a voice message!
If you are using an iOS device you will
need the Safari browser to access this feature