Dave Fish

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…

Stop Blaming the Help. How Companies Stymie Great CX

"I'm giving my two weeks' notice today", the young women with the blue hair told me as she struggled to assign me a storage locker. A long line of irritated customers formed behind me and was growing longer by the minute. I could sense her...

A Brief History of Customer Experience

This article is third in a three-part series on the past and future of CX with a focus on role of technology in customer experience. Read the first and second pieces on ama.org. The series is a partnership between Dave Fish, Michigan State University visiting professor and founder of CuriosityCX, and...

A CX No-No: Cross-Culture NPS Comparisons

I was prepared for the worst. It was a short domestic flight in France so I thought I would gamble on EasyJet. I had some experience with “ultra low cost” airlines in the states so I assumed that EasyJet would be the same. I braced…

6 Big Trends Driving the Future of CX Technology

By: Dave Fish and Brian Keehner AI-assisted CX and business consulting are just two of the big trends driving technological innovation in customer experience improvement This is the second in a three-part article series on where customer experience (CX) has been, where it is today…

What Happens In Vegas Shouldn’t Always Stay In Vegas

Dave Fish, CEO of CuriosityCX, offers an insider’s peek at his  session, 10 Ways to Reboot Your CX Program, held this year at CXFusion.  I had the privilege of speaking to over 100 CX professionals at the MaritzCX Customer Experience Eve...

Cybernetic CX: How Machines and People Can Work Together

Before wildly pursing AI, AR, Chatbots, 3D printing or any new emerging technology you should have a clear reason of why you want to adopt this technology. So often, technology is adopted for bad reasons.

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