Lynn Hunsaker
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...
Marketing’s Role in Employee & Customer Experience Journeys
Is your Marketing department aligned with customer experience and employee experience? The necessity and logic of doing this was highlighted in a recent presentation by Hootsuite's Vice President of Customer, Kirsty Traill. She pointed out that Marketing Communications is unfortunately the typical focus of...
Is Your Customer Engagement Really Customer-Centric?
Customer engagement can yield short-term or long-term rewards or penalties. Are you tracking all of these? Short-term rewards: uptick once or for one period — engagement value exceeded underlying value Long-term rewards: uptick that sticks or increases organically — engagement fit the customer's expectations and...
Customer-Centric Marketing: Align for Growth
Customer-centric marketing has several layers of meaning. The most popular layer means personalization of communications, toward increasing customer lifetime value. Without the other vital layers, though, much potential customer lifetime value will be squandered. First Layer: All Customer Touch-Points. Communications is only one touch-point...
Customer-Centric Marketing: Step-Up Performance
Customer-centric marketing is necessary, yet far from sufficient — from customers' and investors' perspectives. Thankfully, many companies have been migrating away from product-centric, month/quarter-end-centric and competitor-centric marketing, toward putting the individual or most profitable customer at the center of marketing design and delivery. As...
7 Secrets of the Best Marketing Operations Teams
Value creation is the ultimate measure of success in business: value to customers, shareholders, alliances, employees, and the community at-large. In the quest to be best, follow the money, or better yet, be the one that enables value (money, capability, opportunity) to be created. Marketing...
Customer Experience Strength Depends on Being Customer-Centered
Uncentered pottery will eventually crack, just as management uncentered on customers will lead to costly cracks in customer experience. A primer on using a clay pottery wheel explains: "The pot is only as true and as strong as the centering. This is a very...
What is Customer-Centricity DNA?
What is customer-centricity DNA? Can you develop it, or must your business be "born" with it? DNA means "the fundamental and distinctive characteristics or qualities of someone or something, especially when regarded as unchangeable". And centricity means "being situated at the center; a position...
Actionability of Customer Experience Intelligence
Do intelligence and actionability go hand-in-hand? The basic difference between data and intelligence is this: data are facts, and intelligence is the arrangement of data to convey meaning. In other words, intelligence is a capacity for applying a combination of facts. Customer experience intelligence, then,...
What is Customer Experience Value Creation?
Customer experience value is seldom quantified from the customer's viewpoint. We explore it through customer journey mapping, customer advisory boards, surveys, user experience testing, and so forth. Even so, we still may not be sizing it up from their perspective. Customer experience value creation...
Customer Experience Professionals’ Essential Toolkit
Customer experience tools are just as important to success as a carpenter’s tools are. Despite the allure of technologies, carpenters still need their toolkit: drill, hammer, saw, wrench, level, and so forth. Likewise, customer experience professionals need to master basic customer experience tools to...
Customer Experience Treasure Trove via Chronic Issues
What more could you wish for than 288% higher lifetime value of your key accounts? That's really the goal of customer experience management, whereas recommendations, high survey scores, repeat purchases, and so forth are all means to this end. It's all about longer, more...