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Michael Hinshaw

Michael Hinshaw
Michael Hinshaw is president/CEO of McorpCX, a customer experience company helping companies radically improve business performance by transforming how they interact with their customers. A mentor and teaching fellow at UC Berkeley's Haas School of Business, Hinshaw is also co-author of the best-selling book Smart Customers, Stupid Companies: Why Only Intelligent Companies Will Thrive, and How to Be One of Them.

Don’t Act Stupid: 3 Ways To Act Smart, Beat Your Competitors, And Win More Customers

Today, even the youngest, most modest consumers have broadband Internet access, carrying powerful, interconnected mobile devices everywhere they go. This gives them access to...

Suck Less, One Touchpoint At A Time

What if you could undertake a single initiative–fix just one touchpoint that's not working as well as it should–and save your customers nearly 4,000...

The Heart Of Competitive Advantage In The Era Of Smart Customers

"Customer centricity" is a phrase (like brand, vision, or strategy) imbued with multiple potential meanings and open to wide interpretation.Those interpretations are often driven...

Customer Experience: Why Now?

Let's get right to it. For most companies, delivering a poor customer experience translates directly to lost customers and lost profits. Do not pass...

Instagram vs. Kodak: Smart Customers Sidestep Stupid Companies

When a pre-revenue company with about a dozen employees gets a $1 billion Silicon Valley payday, tongues wag. Did Facebook pay too much for...

Shouldn’t it be able to sense when you’ve gone to sleep?

About a week ago I was reading David Pogue's NY Times review of Jawbone's Up wristband, a $100 health monitor you wear on your...

Did You Know You’re Competing With Apple?

At MCorp, we've conducted customer experience research with thousands of customers for dozens of companies. Across the range of business buyers and retail consumers,...

The Growing Company Advantage: Smarter Customer Experience

It's surprising how many large companies seem to get further and further away from the things that made them successful in the first place...

Why Understanding Your Customers is the First Step to Delivering a Better Customer Experience

There are myriad reasons why companies treat customers poorly. One of the most common, costly – and most easily resolvable – is a lack...

Differentiating on Customer Experience: Steps to Take Today

Picking up on my last post of 2010, customer experience isn't defined by your company, but by how your organization is perceived by your...

Customer Experience in 2011: The Penalties and the Payoffs

As the end of 2010 approaches, we've been thinking about the year ahead and – unsurprisingly – where and how we see customer experience...

Connected Devices Wreak Havoc on Retailers, Foreshadowing a New Era in Customer Experience (and Control).

'Tis the season…to get the best freakin' deal you can. If Christmas 2010 is any indicator, the average customer will have a great deal more...

Redefining Customer Experience: CRM, VRM and “Disruptive Technologies.”

Last Thursday morning, Bruce Kasanoff and I did a webinar for CustomerThink's Thought Leadership Webinar series titled "Disruptive Technologies vs. Customer Experience: What You...

Bridging the Brand and Customer Experience Gap

A couple months ago, Megan Burns of Forrester interviewed me for MCorp's inclusion in her recent research report titled "Market Overview: Enterprise Customer Experience...

When it’s time to transform customer experience, who needs to be “on board”?

When it comes to redesigning customer experience, the critical nature of "C-suite sponsorship" is beginning to sound like table stakes for starting the process....

Brand Strategy Gaps? Just Turn on CSPAN

What is a “brand gap”? Simply stated, it’s when – as a corporation – who you say you are doesn’t connect with the reality...

A Brand Experience Primer: Everything Matters

Organizations touch their audiences in many ways, with multiple interactions across multiple brand touchpoints. These touchpoints are all of the interactive, static and human...

Humility: A New Brand Attribute?

Last Friday, Toyota CEO Akio Toyoda apologized. To everyone. And he did it again on Tuesday, in the Washington Post. And again and again...

More on Differentiation: Building an Aspirational Brand on Today’s Brand Experience

The more similar competing organizations are, the more important any difference becomes. And when meaningful differences are difficult (or impossible) to find in a...

Touchpoints are powerful drivers of brand experiences and storytelling.

To understand the kinds of stories that are being told about your brand, start by examining the experiences your customers have each time they...

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