Lynn Hunsaker: Chief Customer Officer Playbook
Chief Customer Officer Playbook: Balancing Experience Leadership with Experience Management
A Chief Customer Officer playbook is a sports analogy for what needs to be done to win the game: maximum customer lifetime value. Playbooks are pivotal to the success of all team sports: football and soccer, baseball and cricket, basketball and volleyball, hockey and...
4 Growth Pitfalls of Employee, Partner, and Customer Experience Strategies in Hard Times
What seems logical in hard times may be opposite of what's best for growth. When you're in a pinch — instead of weakening customer experience, partner experience, and employee experience — you can strengthen value for all. You can do this through 3 universal...
Chief Customer Officers Can Stop Shrinkflation and Skimpflation
Chief Customer Officers are stewards of customer value. This means you're responsible for ongoing growth of value to your customers as well as value to your company. Creative value growth is essential, regardless of booms and busts in economic cycles. Alarmingly, product and service...
How to Cross-Pollinate Customer Experience, Employee Experience, and Partner Experience Growth
Customer experience, employee experience, and partner experience have much more in common than otherwise. This is why cross-pollination opportunities abound. These 3 stakeholder groups are the engine your organization relies upon for growth. Customers provide funds for salaries, budgets, and investors; employees provide what...
How to Motivate Executive Buy-in for CX, EX, and PX
The absence of leadership buy-in is a major hurdle to the success of experience management teams. In a small poll last week, more than half of the respondents said the absence of leadership buy-in is the greatest cause of failed customer experience (CX) programs....
How Trust is the Basis for Value from Customer and Employee Experience
Trust is the basis of any valuable relationship with friends and family, employees and employers, customers and suppliers, and among partners. You entrust these parties to enrich your life, business, and growth. They entrust you to do the same. Trust is reciprocal. In particular,...
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...