Dave Fish

6 Rules of User Experience Design to Make Technology Helpful, Not Burdensome

Any damn fool can make something complex; it takes a genius to make something simple. —Pete Seeger As a happy byproduct of the global pandemic my wife and I now see each other during the normal workweek. As such, we started a rather mundane tradition…

Surfing, Monkeys, and Why You Can’t Design Experiences

"Pura Vida!" our host yelled as we maneuvered down the gravel road on a balmy summer evening. We were road weary after a five-hour plane ride and a two-hour bumpy drive to the little coastal town of Tamarindo in Costa Rica. It was nearing dark,...

10 Leading Indicators of Horrible CX… and How to Fix

I remember staying at a luxury resort in Florida where I was giving a presentation on CX… back in the day when those things happened. Something was definitely not quite right at this fancy hotel, but I couldn’t quite put my finger on it. While...

Biophilic Design: The Secret CX Design Element Hiding in Plain Sight

Close your eyes and think about your most memorable positive experiences from your past.  Hopefully you’ve opened your eyes by now. Now ask yourself, where were you? Were you working in an office cubicle or classroom? Were you on an airplane or in your car?…

Innovation and Delight: How to Break Away from the “Effortless” CX Pack

“Good night Clarence I had a truly w o n d e r f u l evening,” Alabama said on the steps of her front porch on a beautiful August evening. They had just had a lovely dinner at a fancy restaurant and then enjoyed...

A Recipe for CX Success: It’s About Authenticity, Not Perfection

As a child I always marveled at my mother’s recipe box (handed down from her mother). It is an overstuffed box that is an amalgam of at least three generations of culinary experimentation from parents, aunts, uncles, friends, and neighbors across the continent. From...

A Step-by-Step Field Guide for Building a CX Program: Plan, Know, and Do!

Much has been made about the lack of progress in CX and the impotency of ‘Insights’ in making a meaningful difference to the business. That lack of effectiveness isn’t for a lack of effort or investment. Markets and Markets predicts that spending on CX...

Time to Redefine Market Research from Process to Outcomes

I conducted my first class for the Fall Semester at the University of Arkansas the other night. I am teaching a 300-level course in Market Research to a great group of Texans and Arkansans. I am fortunate in that I have a night class...

How to Create a Common Categorization Framework for Your Unstructured Customer Feedback

Tony Manero is the president of the burgeoning vintage clothing store Disco Inferno. What started off as a passionate hobby blossomed into a national chain of second-hand clothing stores in just 10 years. A few years ago, sensing he could extend his reach, he...

Market Research and VOC are Broken. Here are 5 Ways to Fix

The biggest failing of the market research industry over the last 100 years is in its impotency in exacting meaningful change. Sure, it has it wins here and there. It help deliver the World’s Most Interesting Man and apparently was integral to the conceptualization and...

Out of the Box CX Reinvention

It was Easter morning. My wife always tries to make things special for our two little girls. Today was no exception as she prepared to have her favorite chocolates delivered in advance to our home all wrapped up as a big surprise. Easter morning our...

Heroes and Zeroes: How Organizations are Treating Customers and Employees During the COVID-19 Pandemic

By Dave Fish, Michelle Tunney, and Landry Chopin With unemployment predicted to reach 30% caused by a pandemic of truly biblical proportions, panicked human beings are drawn to their basic instincts of fight or flight instincts. Stand for what’s right or retreat to what is...

Treating Your Co-Workers Like Customers: How To Set Up Your Internal CX Metrics

Being an unusually warm Super Bowl Sunday, the citizens of the tiny town of Bentonville, Arkansas were out and about before the big game. My daughters (9 and 11), always scheming for a way to score a buck or two, took advantage of the weather...

Segmentation: The Key to Improving CX for Customers That Matter Most

“A FOUR, WE GOT A FOUR!???” I yelled at my smart phone. I stared at the number in disbelief. I looked at my wife who shrugged. It was our first non-perfect score (4 out of 5) at our Airbnb and I was incensed. It got…

6 Cures for Solutionitis, a Benevolent Plague Infecting Your Organization

Oyster forks, responsive speed bumps, beer holder hats, ‘smart’ glasses that block out TV ads…one has to wonder if these innovations are really necessary. I find a knife far superior to those gizmos at the local gourmet store meant to help “simplify” the arduous...

The Final Journey: CX and the Death of a Loved One

My dad passed away in January. A lifelong insurance man, Roger was well organized, well-liked, and, I think, a well-respected community member. He was a tenacious fellow who, when confronted with even the bleakest scenario, always managed to claw his way out. This time...

From Practitioner to Proprietor: 9 CX Learnings from Airbnb to Apply to Your Business

Julius Caesar once said, “experience is the teacher of all things.” Sadly, those that are experienced don’t always teach and more worrisome is that those that teach aren’t always experienced. We have consultancies advising large corporations on how to launch CX systems that they have...

CX’s Biggest Problem is Finding the RIGHT Problem

In 1936 Union Pacific Railroad had a client problem. They saw their customer experience problem as a need to help their mining clients more quickly and cost-effectively get consumables and lumber in and ore and coal out of the mountainous Wasatch range. Existing railroad technology…

Stop the Madness, Get Off the CX Incentive Juice

“If you don’t give me all 10s, I will get fired,” the young saleswoman at the luxury automotive dealer told me. I was silent for a moment and then drew a deep breath. I explained to her I was in the business of customer experience…

Culture May Eat Strategy for Breakfast, but CX Prefers Pizza for Lunch

God. Football. Pizza. That’s the life priorities in my small hometown of Berwick in Northeast Pennsylvania. When alone, some locals will confide that their priorities are, on any given day, in a slightly different order. There are scores of pizzerias in the area but in…

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