Lynn Hunsaker

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...

Journey Mapping: Focus on the Customers’ Experience

Customer journey maps are all the rage. Everyone's doing it. And there are a wide variety of methods for collecting information and templates for displaying it. But what are "best practices"? Is anything missing in the most popular methods and templates? And maybe most...

Loving Suppliers for Customer Experience Excellence

Loving Suppliers for Customer Experience Excellence Is it possible to be the darling of your customers, yet the opposite to your suppliers? Does it make sense to want your customers to love you and at the same time have no intention of letting your...

Loving Customers for Customer Experience Excellence

"Payin' with lovin'" seemed like a clever twist on McDonald's advertising theme, "I'm lovin' it!". In a Superbowl ad, the company announced its random selection of customers to pay for purchases with "random acts of love", from the big game day through Valentine's day....

B2B Customer Experience: Do This, Not That

Is business-to-business customer experience management (B2B CXM) a watered-down or a souped-up version of consumer experience management? Does the answer differ when the business you're selling to is a manufacturer versus a professional services company? Or when your company provides specialized industrial goods,...

Exploring the Elusive ROI of Customer Experience Management

Many of us subscribe to customer experience management (CXM) as promising substantial business results by (a) encouraging customers to say great things about your company (growing the funnel of prospective buyers) and by (b) encouraging customers to buy more (expanding share of budget, buying...

State of Business-to-Business Customer Experience Management

How relevant are the trendiest customer experience management (CXM) practices in business-to-business (B2B) companies? After all, B2B account teams are usually quite involved with clients throughout a long sales cycle, interacting with various influencers of the buying decision and almost "living" the customer journey...

Metrics for Customer Experience Management

Metrics for Customer Experience Management Metrics selection may be your most important decision for customer experience success. Metrics drive thinking and doing, because they communicate to executives and employees what matters most to the company, what will be visible to peers and the chain of...

Customer Experience ROI Opportunities in B2B Touchpoints

Are you accelerating repurchases through your customer experience touch-points with industrial customers? What's unique in business-to-business customer experience is the extensive interactions between the customer and supplier companies for a long time after the initial purchase. Like the touch-points we typically think about --...

Customer Experience Strategy: Shared Vision

If you've ever gone on an extended outing with several friends, you're sure to appreciate the value of having a shared vision among all, from the outset of your journey, about where you're going and why, how fast you'll go and when you'll pause...

B2B Voice-of-the-Customer: Integrating Decision Influencers’ Views

Picture this: in deciding whether to rebuy from your company, the customer’s general manager and purchasing agent are neutral, the end-users are supportive, the safety department gives their approval, but the facilities manager rejects it. Your company...

Customer Experience Enablement at GE

Customer experience enablement is the set of customer experience management components for acting extensively on voice-of-the-customer to earn customer engagement and enduring customer experience business results. Customer experience enablement is comprised of: customer intelligence (finding patterns and insights across various voice-of-the-customer sources and operational and...

Voice of the Customer: Do This, Not That

Voice-of-the-customer (VoC) is often the start and focus of customer experience management, as well it should be in several respects. It's about paying attention to "the hand that feeds you". But stop to think about the customer experience return on investment (CX ROI) implications...

Understanding Business-to-Business Purchase Decisions

Does your business-to-business (B2B) customer survey portfolio monitor expectations of everyone who impacts buying decisions? If not, representative samples at the account level may not be representative at all when it comes to what really drives decisions...

Customer-Centered Culture: Do This, Not That

Customer-centricity means so many things to different people, but to customers it means one thing: having their best interests as your top priority. Let's face it: whatever your heart is centered on is where you'll most likely excel. We see it again and again...

Customer Experience Strategy: Do This, Not That

Customer experience strategy is the foundation to achieving business results — not only as ROI for your customer experience efforts, but also for your business as a whole. In this season of planning for the new fiscal year, it will pay to get it...

Business-to-Business Customer Experience: What’s it Like?

What is it like to be a customer when both you and your suppliers are manufacturers? More than meets the eye. And a large percentage of the world’s gross domestic product comes from these customers. You’ll find them in industries such as...

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