Lynn Hunsaker
Will 2021 Be the Year of CX as North Star?
In a time when customer attitudes and behaviors are shifting and evolving rapidly, companies are finding customer intelligence uses — across all functions enterprise-wide — to be vital to survival. Along with widespread thirst for customer insights is the heightened realization that mis-alignment to...
Ease of Doing Business: Best Leading Indicator of Growth
Customers are juggling more than ever before, and companies are realizing a heightened need for ease of doing business: value with minimal hurdles, hassles and worries. Essentially, it's delivering your brand promise, as promised. Ease of doing business quantifies the extent to which customers...
Customer-Centric Voice of the Customer
https://clearaction.com/customer-centric-voice-of-the-customer/Customer-centric voice of the customer may seem automatic: it’s the customer’s voice, so isn’t it automatically customer-centric? Nope. “Centric” means “being at the center”, and if your voice-of-customer is asking about you, then it’s not really asking about them. Customer-Centric Examples How well did we…
Modern Thinking for Customer Experience Indexes
Why are customer experience indexes powerful? To paint a concise picture of growth strength. An index is like an executive summary of your voice of the customer research. It says: overall, our propensity to grow is increasing or decreasing. One size does not fit all. There are many...
Customer Experience is More Than Transactional: Is Your Marketing Value Longitudinal?
https://clearaction.com/customer-experience-is-more-than-transactional-is-your-marketing-value-longitudinal/Customer experience is not limited to an interaction. Cumulative perceptions, interactions, circumstances and judgments add up over time to form “customer experience” for each of our prospects, customers, partners, suppliers, and stakeholders. This means customer experience is longitudinal, i.e. developed across a long period of…
2020 Customer Experience: 20 Wishes
https://clearaction.com/2020-customer-experience-20-wishes/2020 customer experience management is at a turning point. Get ahead by making significant turns yourself now. Forces on customers and business may otherwise make some turns that leave you behind. It’s a new decade that will be characterized differently by social, economic, technology, legal…
CEO’s Guide to Growth Through Customer-Centered Capability
"Customer-centered management is straightforward business sense," declared the first article1 in this six-part CEO's Guide to Growth series. Indeed, this declaration is reinforced by the new Principles of Corporate Governance, overhauled by Business Roundtable in August 2019.2 Modern corporate governance replaces shareholder primacy with...
CEO’s Guide to Growth through Customer Experience Action
Customer experience annuities are a compelling source of growth that is commonly overlooked. As a gift that keeps on giving, customer experience annuities free-up resources that were previously dedicated forever to the equivalent of "Band-Aids®", and re-allocate those resources to higher-value opportunities. For example,...
3 Ways Marketing Creates Customer Experience Leadership
https://clearaction.com/3-ways-marketing-creates-customer-experience-leadership/ Marketing’s role in customer experience leadership can be powerful, especially if it’s managed holistically. Step back and think about what makes or breaks great experienc...
CEO’s Guide to Growth Through Customer Experience Momentum
Customer experience momentum foreshadows growth. You can see evidence of this in Forrester's analysis1, where they found that stock price for customer experience (CX) leaders grew 34%, in comparison to 5% for CX laggards and 20% for the S&P 500 during the same time...
CEO’s Guide to Growth through Customer Experience Engagement
Customer experience engagement is a growth strategy. It's the aim of Net Promoter Score®, CRM, loyalty programs, experiential marketing and so forth — rallying customers toward purchase volume, referrals and long-term relationships. While some growth can be gained solely through these programs, diminishing returns...
CEO’s Guide to Growth through Customer Experience Alignment
Organizational agility — to profitably seize evolving opportunities and allay emerging threats — depends upon managers aligning daily decisions with core customers' expectations and your corporate strategy. Surprisingly, the major glitch for agility and alignment is lack of clear understanding about how major priorities...
Anatomy of the VP Customer Experience Role
If "customer experience" has innumerable interpretations, the same can likely be said about the ideal role of the Head of Customer Experience. This position may also be known as Chief Customer Officer or VP of Customer (e.g. retention, loyalty, advocacy, care, success, digital...
CEO’s Guide to Growth through Customer-Centered Management
In every company where customer experience is a hallmark of their success, the CEO is the ringleader of customer-centered management. This type of leadership is indeed rare: it wasn't the nucleus of your university's business curriculum, it's not yet central to Wall Street's...
6 Digital Experience Mission-Critical Trends
Digital experience in today's 24/7 global world spans all industries — any organization where there is a need to integrate processes, data flows and business protocols to empower employees and customers to be happier and more productive. Digital natives — anyone whose childhood was...
The Future of Customer Experience Calls Urgently for a Significant Shift
The future of customer experience (CX) is sure to be influenced by artificial intelligence, digitalization, the sharing economy, generational preferences, cross-pollinated expectations and much more.
Acquisition Addiction’s Impact on Customer Experience ROI
Addiction to acquisition of customers is taking a toll on customer experience ROI. Did you know that 1.8 trillion dollars lost through customers switching suppliers every year in the USA is equivalent to the GDP of Canada or Italy? This is almost as much...
Are Your Customer Care Metrics Customer-Centric?
Customer care metrics are a barometer of performance across a variety of customer interactions such as chat, text messages, email, social media and communities. Traditionally, these metrics have been cost-center oriented, intended to drive efficiency and productivity. CRM put another dimension on customer care metrics...
Customer Engagement is an Enterprise-wide Imperative
Does customer engagement rely solely on Marketing, Sales, Success or Service strategies? When the CEO of Air New Zealand made the mindset shift replacing We Fly Planes with We Fly People1, the whole company began to focus on empowering customer engagement. Keeping the aircraft...
Customer Journey Insights Increase Marketing Impact
Customer journey insights are vastly under-utilized. Companies that are reaping full value are using customer experience insights to align their whole business to customers' expectations. Thoughtful planning can spell the difference between limited value and transformational value from customer journey mapping. Hootsuite's Vice President...