Measure What Matters to Your Customers
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Assigning Emotions to Moments of Truth
Enhancing Customer Scenario® Mapping by Capturing Feelings
by Ronni MarshakCapturing how customers might feel depending on how well you help them achieve their goals can enhance a line of site from customer priorities through your bottom-line opportunities based on how they are feeling while doing business with you. -
Getting at Customers’ Moments of Truth
The New CSM Guidebook: Part 6: Identifying and Measuring Moments of Truth
by Ronni MarshakUnderstanding your customers’ scenarios and the potential showstoppers to customer success should be part of your customer experience strategy. Learn how we identify these “Moments of Truth” as a part of Customer Co-Design. -
Measure What Matters to Customers
The New CSM Guidebook: Part 5: The Vital Importance of Metrics
by Ronni MarshakMeasuring things is easy. Figuring out what to measure is hard! Here are guidelines for defining metrics that matter to customers and how you should measure your organization's performance and bottom-line opportunities based on these measurements. -
What Stands in the Way of Successful Customer-Centric Projects?
The Five “Gotcha’s” that Plague Most Initiatives
by Patricia Seybold, Ronni MarshakMost customer projects encounter five obstacles to success: lack of resources, lack of access to the right customers, no buy-in from execs, inadequate execution, and no tangible results. Here is advice on how to overcome these internal showstoppers. -
How To Monitor Your Return on Customer Experience
Develop and Use a Quality of Customer Experience (QCESM) Operational Scorecard
by Patricia SeyboldHow do you measure a return on investment for your customer experience initiatives? Connect real-time operational execution on the things that matter most to customers to actual bottom-line impact. Here’s how. -
Key Role: SVP of Cross-Channel Customer Experience (or Equivalent)
Patty's Dream Team: Roles and Responsibilities You'll Need for Your Customer-Centric Organization
by Patricia SeyboldWhat’s the one role that makes the most difference in a company’s ability to “make it easy for your customers to do business with you”? An SVP of customer experience (or equivalent). -
How to Think About Your Customer Experience and User Experience Design Strategy
Make CX and UX Design “The Unique Way We Design Products and Experiences for Customers”
by Patricia Seybold, Ronni MarshakCustomer experience (CX) and user experience (UX) design are strategic differentiators. We advocate creating a unified CX/UX strategy and elevating it to one of your three top initiatives. Here are some guidelines. -
A Best Practice Example of Applying UX Principles to Product Design and Development
Koko Fitness Demonstrated How to Do It Right Back in 2005!
by Patricia Seybold, Ronni MarshakKoko Fitness, a small company that designs and sells interactive workout systems, has been a shining example of best practices in incorporating customer experience and user experience methods into their product design and development lifecycle. -
Survey Shows Data-Driven Marketing Improves Sales Productivity and Market Share…Yes!
What Does It Take to Become Data Savvy?
by Susan Aldrich, Susan McKittrick, Julie Schwartz, Christopher KochSurvey on the impact of data-driven marketing on business performance shows improved sales productivity and market share. Read what it takes to become a data-driven marketing organization. -
The Not So Friendly Route to Flying the Skies
Lessons Learned from Customers’ Moments of Truth in Multi-Leg Travel Planning
by Ronni MarshakThere are lessons to be learned from the complex customer scenario of planning a multi-leg trip. These lessons can help you make complex transactions less daunting for customers. -
Five Steps to Success in Designing a Customer-Centric Business
Chapter 1 – Customers.com 2.0
by Patricia SeyboldA 5-step prescription for customer-centric executives to design new businesses or re-focus existing organizations and win customers for life. -
Google Wave
It’s “My” Design, but Will I Use It?
by Patricia SeyboldDid Google design Google Wave by watching customer behavior? If so, did they get it right? -
How Customers Want to Plan for Retirement with Financial Security
Identifying and Measuring the Key Moments of Truth in the “Planning for Retirement” Customer Scenario® Pattern
by Ronni MarshakCustomer scenarios fall into patterns. It‘s valuable to know these patterns ahead of time so you can focus on how to differentiate the experience you offer. This report focuses on the outcome-based scenario of planning for retirement. -
How Customers Want to Learn a New Skill
Identifying and Measuring the Key Moments of Truth in the Customer Scenario® Pattern of Acquiring a Skill
by Ronni MarshakCustomer scenarios fall into patterns. It‘s valuable to know these patterns ahead of time so you can focus on how to differentiate the experience you offer. This report focuses on the outcome-based acquiring a skill scenario. -
How Customers Want to Upgrade to a New "Model"
Identifying and Measuring the Key Moments of Truth in Product/Service Upgrade Customer Scenario® Patterns
by Ronni MarshakCustomer scenarios fall into patterns. It's valuable to know these patterns ahead of time so you can focus on how to differentiate the experience you offer. This report focuses on a typical upgrade scenario. -
What Belongs on Your Customer Dashboard?
Design Your Customer Dashboard to Monitor Performance on Customers' Moments of Truth
by Susan AldrichTracking customer KPIs may be the cheapest bottom line boost available this year. Here’s what you should track, and why. -
How Customers Want to Plan a Special Event
Identifying and Measuring the Key Moments of Truth in Event Planning Customer Scenario® Patterns
by Ronni MarshakCustomer scenarios fall into patterns. It’s valuable to know these patterns ahead of time so you can focus on how to differentiate the experience you offer. This report focuses on the event-based event planning scenario. -
How Customers Want to Return or Exchange a Product
Identifying and Measuring the Key Moments of Truth in Return/Exchange/Cancel Customer Scenario® Patterns
by Ronni MarshakCustomer scenarios fall into patterns. It's valuable to know these patterns ahead of time so you can focus on how to differentiate the experience you offer. This report focuses on a typical return/exchange/cancel scenario. -
How Customers Want to Find and Purchase Your Products/Services
Identifying and Measuring the Key Moments of Truth in Select & Buy Customer Scenario® Patterns
by Ronni MarshakCustomer scenarios fall into patterns. It's valuable to know these patterns ahead of time. Then you can focus on how to differentiate the experience you offer. This report focuses on the moments of truth and metrics in a typical select & buy scenario. -
How Customers Want to Buy More of Your Products
Identifying and Measuring the Key Moments of Truth in Reorder/Renew/Replenish Customer Scenario® Patterns
by Ronni MarshakCustomer scenarios fall into patterns. It's valuable to know these patterns ahead of time. This report focuses on the moments of truth and metrics in a typical reorder/renew/replenish scenario.
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