4 ways to walk the brand talk: aligning promises and experiences

In our recent CX Leader podcast episode, Don’t let your brand make false promises, Steve Walker and I revisit the importance of aligning brand promises with actual customer experiences. We talk about what stuck with us from the webcast, make Peter Dixon‘s ears burn, and call out more evidence of how the momentum to align

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Is your journey map all process and no emotion?

Journey mapping is an excellent tool that organizations can leverage to depict customer experience. The goal of journey mapping is to learn what customers care about the most – from initial product awareness, all the way through renewal or repurchase. A key component of building a journey map is using employees and internal teams to

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Put the customer in your customer journey map

Mapping the customer journey is not complete—or valuable—without the customer. It’s true that journey maps are the product of internal, cross-functional teams joining together to think and act like customers, but all too often companies stop short of validating their journey map with actual customer input.   Depending on the situation and company, the methods

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Customer Experience: What It Looks Like When It Works

Customer experience has come of age. It is now commonly accepted as a key differentiator right alongside product innovation, service and price. A lot has been written on the challenges and failures of CX. In this post, I focus on where CX works best with a goal of sharing a couple ideas that we can

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Who Is Your CX Architect?

We all know that CX is so much more than deploying a customer satisfaction survey. However, many times an organization’s journey to launch CX starts with just that. What we chose to measure is typically based on who has requested – or insisted – there needs to be a survey. Maybe it’s your support organization,

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Take a vacation from your CX program

You know that feeling of fresh perspective that you have immediately after you return from a vacation? Everything seems a bit clearer. Priorities are in focus and life is in perfect balance – even if just for a few days. At home, you zero in on the things that need to be done and do

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The business-savvy CX leader

As Customer Experience (CX) professionals, we all have some of the same tools at our disposal – journey mapping, surveys, design thinking, etc. But some CX pros just seem to be able to get more out of them. They are better able to connect the dots between customer needs and changes the organization needs to

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Your customer experience *is* your brand

Companies who aren’t moving their brand activity and their customer experience activity closer together are setting a course for failure. As catastrophic as this sounds, the convergence of brand and customer experience is taking up more space in business publications like Harvard Business Review, Fast Company and Inc. It’s here, it matters and it’s not

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The Analytical Leader: The Importance of Being Persuadable

Overview One highly recommended skill for effective leaders is persuasion – the ability to move others toward a position they don’t currently hold. Persuading others is a critical skill in all aspects of one’s life, but great leaders must also be persuadable – actively seeking alternative perspectives and evidence. Being an Analytical Leader I recently contributed

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