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CX Projects vs. CX Programs: Why CX Professionals Confuse the Two

Customer experience professionals often see CX programs as an end in and of themselves, rather than the sum of many well-designed projects. ....

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Perfecting Customer Experience: Finding Balance Between Customer Feedback and Innovation

PHOTO:
Aziz Acharki | unsplash
Every business, whether it operates in digital goods, ecommerce or B2B services, has customer experience pain points. And itâs natural to want to quickly jump to fix whatever the perceived âwrongâ may be, especially for a small business or a new start-up.
I start every morning by looking at customer feedback, and it can lead to quick iterative actions for us at ActiveCampaign. Part of reviewing feedback is taking time to look at the bigger picture, to examine the data and figure out a way to balance customer feedback and analytics against the product roadmap. While adjustments might be needed, taking a more measured approach guarantees youâre serving the majority of your customers and staying on a path to growth. ....

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Why Customers Leave Your Brand

PHOTO:
Mennie | unsplash
One of the biggest goals that I see companies set is reducing customer churn. Considering that itâs far cheaper to keep existing customers than to acquire new ones, the goal makes sense. Experience programs are powerful tools when it comes to reducing churn, but much like everything else having to do with experience improvement (XI), they require continuous effort and fine tuning if brands want to reduce churn.
You May Be Hearing, But Are You Listening?
Hearing your customers and listening to them are two different things. Itâs easy to set up a listening post on social media or another channel, but quite another to gather feedback, internalize it and put it toward transformative change. This also means truly listening to both solicited and unsolicited feedback, as well as both structured and unstructured data. ....

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How to Capture Customer Feedback to Build Better Products

PHOTO:
Joshua J. Cotten
We all know by now that listening to your customers is incredibly important to the success of your products and services. Hence, as you get ready to define your product roadmap, you know you need input from customers. So youâll get some feedback from users and add that to your roadmap. Simple, right? Not quite .â¦
Youâll want to get customer feedback, preferably from a number of different sources. Most importantly, youâll want to review that feedback to determine what makes sense to incorporate into your roadmap. In other words, not all user feedback is equal. ....

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Which Teams Should You Involve in Customer Journey Mapping?

PHOTO:
Don Ross III
Effective customer journey maps aren t the purview of only one department. Companies need to involve stakeholders and experts from the right departments in the process, executives agree. But which departments to involve is a matter for debate.
Among the recommendations of what departments to include are:
Marketing, Customer Support, UX
Proper journey mapping is key to success, said Joe Terrell, founder of Drifted. In this way, you understand how your users think and know their pain points in order to offer them the desired experience.
Terrell sees including representatives from the following departments as essential in developing customer journey maps: ....

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