VOC & Customer Advisory Boards
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Identifying the RIGHT Customers for CABs
You Want Customers with Insights and Passion for the “Jobs” They Do
by Patricia SeyboldWhom should you invite to be on your Customer Advisory Board? The answers may surprise you. Try recruiting insightful, strategic thinking end-users rather than purchasers or decision-makers. -
Three Mistakes that Make Customer Co-Design a Waste of Time and Money
Don’t Bother If You Aren’t Going to Take Advantage of Your Customers’ Input
by Ronni MarshakNot every customer co-design initiative nets improved customer relationships and financial gains. Avoid these costly errors to reap the rewards you and your customers want. -
10 Characteristics of Customer-Centric Execs
How Many Do You Embody?
by Ronni MarshakHere are 10 characteristics that every customer-centric executive should demonstrate. They range from having a customer vision to monitoring what matters to customers. How well do you stack up? -
Creating Customer-Centric Websites
Ensure that Your Customers Can Easily Accomplish What They Came to Do
by Ronni MarshakYour web site should clearly demonstrate that you understand what it is that your customers are trying to do—their key scenarios—as they relate to your products and services. Are you putting your customers’ scenarios front and center? And are you allowing them to progress through their scenarios without any detours or obstacles? -
Co-Designing Health & Care with a Community
How a Prospective Provider in Boothbay Maine Is Gathering Customer Requirements
by Patricia SeyboldBoothbay Region Health Care is a start up non-profit chartered to provide primary healthcare for the residents and visitors in their region. They’re in the strategic planning stage of their project. Customer co-design is part of their planning process. -
Leading an “Issues and Vision” Discussion with CAB Participants
Tips for Gaining a Lot of Customer Context in a Short Time
by Patricia Seybold, Ronni MarshakWant to kick off a Customer Advisory Board session the right way? Start by leading an Issues and Vision Discussion to surface customer issues and to create a bonding experience that will result in a thoughtful and successful CAB meeting. -
Interviewing End-Customers
Tips and Sample Questionnaires
by Ronni MarshakInterviewing customers is the best way to understand what they do, what they need, and what they care about. But effective interviewing is an art and a skill to be nurtured. Here are tips and samples to help you get the most out of customer interviews. -
How to Use VOC to Create Fitness Fans for Life
Blair McHaney Uses Daily VOC to Improve Customer Experience and Front-Line Engagement at Gold’s Gyms in Washington
by Ronni Marshak, Blair McHaneyMeet visionary customer advocate Blair McHaney. He uses customer metrics and methods in daily operation, leveraging a customer-centric culture and Medallia VOC software. -
Requiem for a Community’s Hospital
How Customers Are Losing Local Healthcare Providers in Rural Communities
by Judy StoneThe story of how a rural coastal community lost its beloved local St. Andrews Hospital, all the efforts made to save it, and why they weren’t enough. MaineHealth didn’t involve its customers in the decision. It ignored their efforts to gain control. -
Customer Co-Design for Elder Independence
Approach for Elders to Age in Their Homes
by Patricia SeyboldDr. Allan Teel's new book tells the remarkable story of an innovative “virtual assisted-living” program that was co-designed with 40 elders in Maine and is now rolling out across the country. -
What Constitutes a Customer Community?
Hint: It Isn’t a Bunch of Facebook “Likes”
by Ronni MarshakWhat constitutes a “true” customer community? A shared sense of purpose and ownership and a distinctive, often well-guarded culture. -
Tips for Interviewing Customers, Partners, and Stakeholders
How to Most Effectively Find Out what Customers Want and Need
by Ronni MarshakIn over 25 years of interviewing customers, we have some insights to share about what makes an interview valuable. This report provides tips and techniques. -
VOC: Using Customers’ Interviews to Inform Decision-Making
How the Residents of a Small Community Are Shaping the Future of Healthcare
by Patricia SeyboldWe used interviews of residents on the Boothbay peninsula to help keep cherished St. Andrews Hospital, which Maine Health wants to turn into a walk-in clinic. I interviewed 48 patients and published verbatims. The result: a stay of execution. -
Creating Customer Advisory Boards that Your Customers Will Love!
How to Design a Successful “Outside In” CAB Program for Your Customers and Top Executives
by Patricia SeyboldThe most successful CABs follow a customer-empowered model in which customers’ issues and priorities are the focal point for the meeting. Don’t show off your ideas; let customers strut their stuff and see how well it meshes with your roadmap. -
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. -
Does B2B Customer Experience Differ from B2C CX?
A Customer Is a Customer
by Ronni MarshakDon’t let arbitrary categorization, such as B2B versus B2C, to allow you to provide anything but the best customer experience for your individual customers, whether they are wearing a business or consumer hat. -
Setting Expectations for Customer Co-Design and Other Customer-Facing Engagements
The New CSM Guidebook: Part 4: Setting Expectations
by Ronni MarshakNo matter how well prepared you are for your customer-facing events, you won’t be completely successful if the expectations of participants haven’t been clearly set. Here are tips for setting the expectations of customers, partners, and internal stakeholders. -
KANA Experience Analytics
Powerful Analytics, Tight Integration with KANA Service Experience Management
by Mitchell KramerKANA Experience Analytics monitors, analyzes, and acts on customer conversations on the social web and customer conversations on internal channels. Analytics that categorize customer conversations and classify their sentiment are its key strength. -
Tips for Email Communications for Customer-Facing Engagements
The New CSM Guidebook: Part 3: Communicating with Customers
by Ronni MarshakWhen planning customer-facing engagements, the relationship begins long before the customers show up to the session. Here are guidelines for writing effective communications that surround a customer co-design event. -
When and How to Embed Customer Co-Design into Your Projects
What Customer Co-Design Options Fit Your Purview?
by Patricia SeyboldWe have found at least six opportunities to embed customer co-design into the projects you’re already doing. Our recommendation? Use customer co-design early and often.
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