Lynn Hunsaker: B2B Customer Experience Maturity

Customer Experience Growth Mindset for B2B Executives

B2B CEOs, boards, investors and senior leadership teams typically squander tremendous earnings and growth opportunities by putting the cart before the horse in their views of customer experience-driven growth. This may be more prevalent among newer companies, but it's generally universal. Your mindset about...

How B2B Voice of the Customer Maturity Drives Growth

B2B voice of customer maturity is not about scores, real-time feedback, response rates, listening posts, benchmarks, or comparisons to B2C trends. So, what does it mean? Let's look at a sports analogy for enlightenment. When you're mature in a sport, it means increased motor skills,...

Four Steps to Accelerate B2B CXM Maturity and Propel Stronger Growth

B2B customer experience governance can generate stronger growth when it's tied-in to the way that B2B ecosystems work. B2B firms often have dedicated sales teams who pursue strong relationships with customers. They may have already discovered customers' intended outcomes as part of their outcomes-based...

B2B CX Metrics & ROI Maturity: Linking Customer Expectations to Business Performance

B2B customer experience metrics maturity is about embedding automatic CX excellence as a way of life in your company. In human maturity, the ability to rise to any occasion and to toggle seamlessly to what's most appropriate in any situation is deemed ideal. What...

10 B2B Customer Experience Myths & How to Improve Your CX Maturity

B2B customer experience misunderstandings run rampant across studies, articles, CX tech providers, and mainstream commentary. Many proclamations about B2B customer experience have a myopic perspective, focused on sales, service, marketing, digitalization or promoting an offering — without B2B roots or a clear view of...

CEO’s Guide to Growth Through Customer-Centered Capability

"Customer-centered management is straightforward business sense," declared the first article1 in this six-part CEO's Guide to Growth series. Indeed, this declaration is reinforced by the new Principles of Corporate Governance, overhauled by Business Roundtable in August 2019.2 Modern corporate governance replaces shareholder primacy with...

CEO’s Guide to Growth through Customer Experience Action

Customer experience annuities are a compelling source of growth that is commonly overlooked. As a gift that keeps on giving, customer experience annuities free-up resources that were previously dedicated forever to the equivalent of "Band-Aids®", and re-allocate those resources to higher-value opportunities. For example,...

CEO’s Guide to Growth Through Customer Experience Momentum

Customer experience momentum foreshadows growth. You can see evidence of this in Forrester's analysis1, where they found that stock price for customer experience (CX) leaders grew 34%, in comparison to 5% for CX laggards and 20% for the S&P 500 during the same time...

CEO’s Guide to Growth through Customer Experience Engagement

Customer experience engagement is a growth strategy. It's the aim of Net Promoter Score®, CRM, loyalty programs, experiential marketing and so forth — rallying customers toward purchase volume, referrals and long-term relationships. While some growth can be gained solely through these programs, diminishing returns...

CEO’s Guide to Growth through Customer Experience Alignment

Organizational agility — to profitably seize evolving opportunities and allay emerging threats — depends upon managers aligning daily decisions with core customers' expectations and your corporate strategy. Surprisingly, the major glitch for agility and alignment is lack of clear understanding about how major priorities...

CEO’s Guide to Growth through Customer-Centered Management

In every company where customer experience is a hallmark of their success, the CEO is the ringleader of customer-centered management. This type of leadership is indeed rare: it wasn't the nucleus of your university's business curriculum, it's not yet central to Wall Street's...

6 Digital Experience Mission-Critical Trends

Digital experience in today's 24/7 global world spans all industries — any organization where there is a need to integrate processes, data flows and business protocols to empower employees and customers to be happier and more productive. Digital natives — anyone whose childhood was...

Acquisition Addiction’s Impact on Customer Experience ROI

Addiction to acquisition of customers is taking a toll on customer experience ROI. Did you know that 1.8 trillion dollars lost through customers switching suppliers every year in the USA is equivalent to the GDP of Canada or Italy? This is almost as much...

Customer Journey Insights Increase Marketing Impact

Customer journey insights are vastly under-utilized. Companies that are reaping full value are using customer experience insights to align their whole business to customers' expectations. Thoughtful planning can spell the difference between limited value and transformational value from customer journey mapping. Hootsuite's Vice President...

Marketing’s Role in Employee & Customer Experience Journeys

Is your Marketing department aligned with customer experience and employee experience? The necessity and logic of doing this was highlighted in a recent presentation by Hootsuite's Vice President of Customer, Kirsty Traill. She pointed out that Marketing Communications is unfortunately the typical focus of...

Is Your Customer Engagement Really Customer-Centric?

Customer engagement can yield short-term or long-term rewards or penalties. Are you tracking all of these? Short-term rewards: uptick once or for one period — engagement value exceeded underlying value Long-term rewards: uptick that sticks or increases organically — engagement fit the customer's expectations and...

Customer-Centric Marketing: Align for Growth

Customer-centric marketing has several layers of meaning. The most popular layer means personalization of communications, toward increasing customer lifetime value. Without the other vital layers, though, much potential customer lifetime value will be squandered. First Layer: All Customer Touch-Points. Communications is only one touch-point...

Customer Experience Strength Depends on Being Customer-Centered

Uncentered pottery will eventually crack, just as management uncentered on customers will lead to costly cracks in customer experience. A primer on using a clay pottery wheel explains: "The pot is only as true and as strong as the centering. This is a very...

What is Customer-Centricity DNA?

What is customer-centricity DNA? Can you develop it, or must your business be "born" with it? DNA means "the fundamental and distinctive characteristics or qualities of someone or something, especially when regarded as unchangeable". And centricity means "being situated at the center; a position...

What is Customer Experience Value Creation?

Customer experience value is seldom quantified from the customer's viewpoint. We explore it through customer journey mapping, customer advisory boards, surveys, user experience testing, and so forth. Even so, we still may not be sizing it up from their perspective. Customer experience value creation...

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