Martin Hill-Wilson

Emotive CX for Customer Interaction

Something I wrote for Enghouse Interactive If customer experience management is about anything, it could be described as a determined effort to follow through on the brand promise. In other words, making sure customer outcomes match their expect...

From The Calamity of COVID to The Start Of A New Model for Customer...

The Story So Far COVID sent everyone scuttling back home as fast as an incoming Tsunami causes mass evacuation. Organisations, customers and employees found themselves displaced from any familiar lifestyle. Now forced to cope with the logistical...

COVID Needs Both Short & Medium Term Customer Service Strategies

Speed Of Change During my time working with the Coveo team over the last few months, listening to customer stories during online pizza lunches and reflecting on key themes in these posts, it is the sheer speed of change that hits me the ...

Where’s The Silver Lining in This Recession?

Awareness of the economic damage from the global pandemic continues to grow. National debt is ballooning as governments attempt to prop up businesses and individuals. At the time of writing, the UK still has a fifth of the workforce on furlough whi...

Customer Experience Management – COVID Demands It’s Time To Change The Narrative

This article is intended as a provocation around how the CX community likes to see its value and the associated narrative often told to support that identity. Customer experience management is at a tipping point. Where We Are Now The industry...

Using the Lens of Human Emotion To Improve CX

According to Lisa Barret Feldman and other leading neuroscientists, emotion is a constant. It is part of our brain’s core function – to interpret what is going on and then respond: based on ongoing simulation and prediction. The result is our every...

Early EX Lessons from Emotive CX

The core principle that drives Emotive CX is that customer needs and expectations span both the functional and emotive. As a result, customer decisions, memories and perceptions of an organisation are strongly influenced by how they feel. A gre...

Pushing Back In An Increasingly Human-Free World

You Influence More Than You Realise I view my current focus on mentoring organisations to plan and scale Emotive CX as part of a wider recognition across the world that we all need to consciously think about the future we want. And to then posit...

Why Customer Emotion Management Matters

The century remains young and its major themes are still emerging. For me, one certainty is the interchangable world of virtual and physical reality. Our choice to consume an experience in either domain will become habitual and expected. Right now, we ...

Why Digital Transformation And Technology Refreshes Are Not Going To Make The Difference

Table stakes are making experiences consistent, low effort and as close to real time as possible. Being really valued and memorable only occurs when you have imagined a new service experience that is then pieced together from the fragments offered by the vendors.

Post Digital Consciousness

For the generation who grew up engaging and learning online, the digitally enabled world is as real as the physical one. Previous generations had their adolescence grounded 90% in face-to-face physical: leaving just 10% for connecting remotely. That s...

We Are In Denial About Omnichannel Engagement Being A Done Deal

One of the masterclasses I run is on omnichannel engagement. In other words, the mix of voice, text and occasional video communications, resourced within contact centres, which serve both online and offline customers. The masterclass explores how to redesign your customer services to suit...

Exploring Intelligent Assistance for Transforming Self Service Adoption

Last week of September saw a series of discussions held in a recently refurbished County Hall overlooking the Thames. CX Company hosted a series of discussions under my facilitation. The topic was intelligent assistance and in particular how it is impacting self service adoption. Going...

What’s Your Context? digital or omni-channel

I’m half way through facilitating the redesign of key customer journeys across a particular b2b lifecycle. As you might imagine new purchasing behaviours and online competitors have made the search for a viable  business model something of an urgency. One that these days is most...

The Importance of Co-ordinated CRM and Contact Centre Strategies

Due to different owners and competing agendas,  the relationship between CRM and customer service is unfortunately not always as close as it should be. Despite this, there is obviously a common element: the customer. Indeed the basis of CRM as both a business strategy and...

Trust Me! I’m A Brand

The 2017 Edelman Trust Barometer reports a downturn. So say 33,000 people from 28 countries. It makes dramatic reading. Even the executive summary is named ‘An Implosion of Trust’. Two-thirds of the surveyed countries are now “distrusters” i.e. under 50% trust in the mainstream institutions...

How To Balance Digital and Human Customer Support

The more we adopt self managed, digital channels which optimise our expectations for ‘always there’, real time delivery, we are also rediscovering the expectation for human engagement when it matters. We are complex in our needs and so customer relationships are tricky in terms...

Enough Of The Ideas, Where’s The Execution?

I’ve just had the pleasure of chairing a customer engagement conference. There were some great speakers. My favourites were Joana Van Den Brink-Quintanilha from Forrester and Stewart Bromley, from Atom Bank. Both spoke eloquently about the use of emotion in customer experience design. Things are...

Why Social Customer Service Is Your 1st Real Digital Milestone

I’m fond of pooh poohing those who think that adopting chat or another ‘new’ channel means they have gone digital. This is because classifying channels in this way is arbitrary and technically inaccurate. On the other hand I can recognise their intent when on a...

Social Is The Soul Of Digital

I’ve just returned from Florida. Loved the warmth of the swimming pools. Appreciated the ubiquity of common courtesy that America still maintains. Marvelled at the level to which Disney has problem solved in pursuit of creating the perfect Magic Kingdom. For instance, SeaWorld, which is...

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