Lynn Hunsaker

10 Ways Marketing Operations Creates Value

If you think Marketing Operations is one-dimensional, think again! Most people equate it with customer newsletter automation and alignment between Sales & Marketing, but that's barely the tip of the iceberg. By any name — marketing transformation, or marketing organizational efficiency and effectiveness —...

Making Transformational Changes through B2B Customer Experience Management

“Employee engagement drives transformational changes that enable you to have quality in everything you do,” explained Carolyn Muise, Vice President of Total Customer Experience (TCE) at EMC. In our interview on the Customer Experience Optimization talk show, she continued: “We're shifting from reactive to...

How to Make Customer Experience Strategy Integral to Corporate Strategy

Is customer experience management in your company (a) a subset of corporate strategy, (b) unrelated to corporate strategy, or (c) a determinant of corporate strategy? This question was asked in the ClearAction Annual Business-to-Business Customer Experience Management Best Practices Study. And the findings were...

5 Keys to Customer Experience for the Future

I have a dream that in the future we'll look back and say "Remember how hard it was to be a customer back in the 2010s? Thank goodness it's so much easier now!" This dream stems from acknowledgement that it's all too often...

Solving Complex Challenges through B2B Customer Experience

“We really want to make systemic and strategic changes that span the company, so we only tackle situations that our normal business-as-usual processes are not normally suited to tackle. Those tend to be situations that span multiple parts of the company, span multiple processes,...

3 Types of Customer Experience Action Essential to ROI

Most things in life need ALL their ingredients to function as intended. Miss the eggs in a cake recipe, forget earbuds for your iPod nano, omit the submit button on a form, arrive at an airport without your luggage, get no sleep in a...

Are You a Customer Experience Action Hero?

Do you dream of being — or being saved by — a customer experience action hero? Maybe you dream of your customer-facing staff, or your executives, as customer experience action heroes? Not so fast. As exciting as swashbucklers, comic book characters, folklore figures, and...

Do Customers Experience Your Internal Collaboration — or Lack of It?

"Our clients helped us see that in some cases where we weren't collaborating, they would experience our lack of collaboration," said Senior Vice President of Insights & Client Experience at SunTrust Bank, Jeff VanDeVelde. Is your voice of the customer program letting you know...

Is Operations Involved in B2B Customer Experience?

How would you like to reduce customer churn by 27%, increase Net Promoter ScoreTM by 65%, and outperform competitors by 20% in sales, purchasing, ordering, installation, billing, service inquiry, maintenance and account management processes? This progress was achieved by engaging employees company-wide in coordinating...

Creating World-Class Customer Experience Teams

In sports, a great deal of thought goes into creating winning teams. Choosing the right players, getting everyone on the same page, practicing hand-offs and executing a clever playbook are how winning sports teams are created. In a recent #CXO tweet chat these same...

Strategic Action on B2B Voice of the Customer

Strategic customer experience results require a strategic approach in the way we collect data and in the way we take action on it. Of all the strategies within a company, what has the potential to be more far-reaching and impactful than how we understand...

Breaking Down Silos for Customer Experience Management

Since customers see their experience as a horizontal series of steps (journey), are silos of experts across the company negatively affecting customer experience? Yes. We’ve all been through the wringer in our own role as customers and found ourselves in a bewildering maze: "That’s...

Using B2B VoC to Transform Customer Experience

Customer experience transformation is the top priority of business-to-business (B2B) companies that track customer survey data. That's according to a series of global B2B customer experience studies that I led. 80% of B2B companies said they track voice-of-the-customer (VoC) as a means to improve...

How Human Resources Can Add Value to Customer Experience Excellence

Customer experience (CX) is all about people getting what they need in their lives. People in your company are central to designing and delivering great customer experiences. So Human Resources (HR) departments can make a big difference is helping companies achieve CX goals, as...

How to Increase Synergy in B2B Voice-of-the-Customer

If you’re looking for ways to gain more value from customer feedback, one of the best things you can do is banish silos. We all know the perils of data silos, organization silos, and so forth. Beyond that, consider the silos of various components...

Why Customer Experience Excellence Requires HR Engagement

People are at the center of providing or receiving customer experiences. And it’s commonly accepted that engaged employees are a prerequisite to high-value, engaged customers. So, it stands to reason that Human Resources (HR) departments have great potential to influence customer experience (CX). This topic...

Customer Experience Governance: Do This, Not That

Governance doesn’t get much airtime in customer experience management conversations and writings. It's not as exciting and it's harder to wrap your mind around than customer engagement and VoC (voice-of-the-customer) and CX (customer experience) technologies. Just what is it, anyway? The Business Dictionary clarifies governance...

Account Teams in B2B Customer Experience: Help Me Help You

A dedicated sales force plays a key role in business-to-business customer experience management (B2B CXM): the typical sales cycle ranges from three to twelve months, and 91% of participating companies in the ClearAction B2B CXM best practices study said they sell B2B products and...

Customer Journey Mapping: Apply Insights Everywhere

Customer journey mapping is a big investment in most companies, and money is being left on the table. That's because there are many more applications for customer experience insights than first meets the eye. While the sponsoring organization may feel like their hands are...

Customer Experience Journeys: Map for Actionability

Action — making a significant positive difference — is the point of anything we do in business. And that positive difference must translate to cash sooner or later. How actionable are your customer journey maps? One of the appeals of journey maps is they look...

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