Howard Lax

Emotions, Memories, and the Customer Experience

If you don’t remember an experience, did it really happen? Sure, lots of things happen to us that we don’t remember. If you don’t remember an experience, does whatever happened really matter? That is a much thornier question. To some extent we all are...

The Fundamentals of the Science of Customer Experience

Customer Experience is a science. CX isn’t a “hard” science like chemistry or physics because people don’t behave like chemicals or atomic particles. But CX – or at least CX done right – is systematic in measurement, design, and application and sits squarely in...

Integrating Employee and Customer Experience Data: Blueprint for a Business Imperative

The overwhelming majority of companies talk about connecting EX (Employee Experience) and CX (Customer Experience), but they are not integrating their employee and customer experience data. They look at the data side-by-side, create conceptual frameworks, draw pictures and arrows, pontificate, but then fail to...

Leading from the Front on CX: A Legend and a Challenge

Talk, as they say, is cheap. You can’t pick up an annual report or listen to an analyst call without hearing how companies profess to be rededicating their efforts to improve the customer experience. Companies and organizations with reputations for absolutely lousy experiences boast...

Raising the Bar: Getting Aggressive on CX

Z-Z-Z . . . That is the sound of many CX programs. Capture scores. Report scores. Celebrate or commiserate. Repeat. Face it: for many firms, CX is little more than a score-keeping activity. Mired in their legacy work and unwilling to make changes, programs...

Customer Experience Hyperbole

If you listen to some CX firms you’d think that their tools/platforms/approaches are panacea cure-alls for everything from the common cold to revealing the meaning of life. I don’t know if they are smoking their own dope or just think that the rest of...

The CX Metrics Agnostic: Does it Matter Which Metric You Use?

So unless you are “results agnostic” and don’t care about the success of your CX efforts, the next time someone tells you they are CX metrics agnostic, shrug your shoulders and move on.

Stickers, Switchers and Shoppers: Lessons from the Auto Insurance Industry

Some people display a propensity to be “stickers,” that is to “stick” with companies they use, while others are prone to be “shoppers” and others yet tend to be “switchers.” To the extent marketers understand this predisposition, they can use such insights in targeting...

Patching the Leaky Bucket: Satisfice, Remediate and Improve

It may be a trite and overused metaphor, but everyone knows what I am talking about: lost customers. Churn, defection, leakage – call it what you may, lost customers translate into lost value for a company. Lost customers represent lost profits and cash flow...

Beyond Closing the Loop: VoC/E

“Closing the loop” – the process of responding to customers who provide weak feedback scores or critical comments to address or resolve the customer’s issue – is a standard feature of Enterprise Feedback (EFM) platforms. This near real-time risk mitigation approach is one of...

The Science of CX

Customer Experience is still regarded by many as a soft-and-fluffy activity. There is a tendency to reduce it to simplistic statements: make customers happy; be nice; smile; apply the Golden Rule. Some managers merely glance at their NPS score, cheering when it moves north,...

Reflections on the Causes of Lousy Customer Experiences

These days, it’s hard to find a company that doesn’t say it competes on customer experience. At the same time, we know as both CX pros and consumers that many – some might say most – deliver mediocre experiences on a good day and...

Linking the Employee & Customer Experience: A Practical Guide to the Holy Grail

Pundits and CEOs have long debated the relative merits of whether to focus primarily on the Customer Experience (CX) or the Employee Experience (EX). Should the emphasis be on the direct experience of customers, who are the source of the revenues that fuel the...

CX and COVID-19: What’s the Same, What’s Changed and What’s To Do?

The pandemic has dramatically redefined how we live, work, play and interact with each other. Our daily routines, relationships of all stripes, simple indulgences, even our personal hygiene have been upended. No one really knows if this will turn out to be a seismic...

The Human Experience Trumps CX and EX in Times of Crisis

Companies are scrambling like mad trying to figure out what to do with their two most important assets – customers and employees – in the face of the twin health and economic crises brought on by the Covid-19 pandemic. Internal and external operations, processes,...

The HippocratiCX Oath

The Hippocratic medical oath of ethics and the most fundamental principle of CX are essentially the same: first do no harm. This defensive posture doesn’t sound nearly as sexy as postulating a code about healing the world or making certain that every customer everywhere is...

The CX Yo-Yo

It may not be a classic scenario of “one step forward, two steps back,” but it seems that for every advance and forward trend in the customer experience arena, there is a contrary counter trend moving in the opposite direction or an unintended adverse...

The Best CX Metric Deja Vu

Having seen a number of articles/heard a resurgence of opinions recently arguing for/against different CX metrics yet again, it’s time to clear my throat and assertively scream once more that the best CX metric is that which best explains the customer behaviors you are...

Emotional Bonds: The Secret Elixir in CX

Over the years I have measured what customers say and feel about iPhones/iOS and Samsung mobile devices/Android OS. Without fail, the Samsung/Droid combo wins the head-to-head comparison, earning stronger scores on performance and function from its users than iPhones receive from its customers. And,...

The CX Quid Pro Quo

Something for something. Customer relationships very much are premised on a quid pro quo between a company and its customers. That is, the customer/company relationship is an exchange of values, something for something. Customers want companies to deliver great products, services and experiences at a…

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