Customer experience strategy blog - NPS, customer loyalty, implmentation

October 29, 2021

Here is what COP26 sponsor Unilever is telling its stakeholders about its climate actions (Surprise!)

Maurice FitzGerald / Blog, News, Strategy, World / Chief Customer Officer, customer surveys, Fred Reichheld, The Ultimate Question /

COP26 starts a few days from now. The conference has 11 corporate sponsors and I have just examined the first one on the list: Unilever. I have to say that I have been really surprised by what I found. I just don’t understand it. Please help me to work it out. Here is what I […]

December 12, 2020

(CX Strategy 13) Customer research confusion reduction – There are six types of customer survey

Maurice FitzGerald / Blog, NPS, Strategy / Chief Customer Officer, customer surveys, Fred Reichheld, The Ultimate Question /

There is quite a lot of confusion about which types of customer research are useful for predicting revenue, and which serve more general purposes. No matter what type of research you want to start, there is an important principle to observe: You must provide more value than you extract! Customers must get more benefit from […]

August 18, 2020

CX Strategy (12) – Journey mapping – The Main Customer Experience Measurement and Improvement Systems – Part 7

Maurice FitzGerald / Blog / Customer Experience, Journey mapping, strategy /

Welcome to the 12th article in a series about customer experience strategy development and implementation. This is the final article in a sub-series of seven about CX measurement and improvement systems. I hope you have enjoyed them, and that you learned at least a little. This time I will cover journey mapping and make some […]

August 18, 2020

CX Strategy (11) – The main customer experience measurement and improvement systems – Part 6 – Proprietary systems

Maurice FitzGerald / Blog / Chief Customer Officer, Customer Experience, Proprietary systems, strategy, Surveys, Temkin Experience Rating /

This is the 11th article in a series about customer experience strategy, and the sixth in a subset about CX measurement and improvement systems. Various consulting companies propose proprietary measurement systems. The Temkin Group, for example, has both the Temkin Loyalty Index and the Temkin Experience Rating. They are useful examples as they both have […]

August 18, 2020

CX Strategy (10) – The main customer experience measurement and improvement systems – Part 5 – The Wallet Allocation Rule

Maurice FitzGerald / Blog / Customer Experience, Net Promoter System, NPS, strategy, Surveys, Wallet Allocation Rule /

After a bit of a break, here is the 11th instalment of our series on customer experience strategy. This is the fifth article in a sub-series on CX measurement and improvement systems. Authors Keiningham, Aksoy, Williams and Buoye describe the system in the book of the same name. Its focus is a composite metric that […]

March 2, 2020

The main customer experience measurement and improvement systems – Part 4 – The Net Promoter System®

Maurice FitzGerald / Blog / CX, Net Promoter System, NPS /

Fred Reichheld wrote his landmark article The One Number You Need to Grow and published it in the Harvard Business Review in December 2003. He had spent two years investigating customer loyalty research. What he found was surprising and counterintuitive, at least at the time. Answers to a single question predicted customer loyalty and therefore […]

February 12, 2020

CX Strategy (8) – Measurement and improvement systems – Part 3 – Customer Effort Score

Maurice FitzGerald / Blog, Customer experience / Customer Effort Score, Customer Experience, Customers, Surveys /

The Customer Effort Score is the metric described in the excellent book The Effortless Experience by Dixon, Toman and Delisi. The primary focus is service-center work and the associated metrics. The authors present a compelling argument that what matters most for some customer interactions is how hard it is for the customers to get what […]

February 10, 2020

CX Strategy (7) – Measurement and improvement systems – Part 2 – CSAT / Customer Satisfaction

Maurice FitzGerald / Blog, Customer Satisfaction / CSAT, Customer Experience, Customer Satisfaction, Surveys /

When you are asked to rate your ‘overall satisfaction’ with something, you have entered the Customer Satisfaction rating system. The most common way of doing this is to ask you to rate satisfaction on a scale from 1 to 5, where 5 means ‘extremely satisfied’. There is a minor challenge in the rating scale, as […]

January 24, 2020

CX Strategy (6) Measurement and improvement systems – Part 1 – Smiley Buttons

Maurice FitzGerald / Blog, Customer experience / Customer Experience, Smiley Buttons, Surveys /

There are quite a number of customer experience measurement and improvement systems in use around the world. They are not all equal. This post is the first in a series that covers some of the most common ones. Some consulting companies offer proprietary systems, and I will cover their main measurement principle. There are wide […]

December 31, 2019

CX Strategy (5): Start with a Situation Analysis

Maurice FitzGerald / Blog, Customer experience, Strategy / Customer Experience, strategy /

Whether in business, the military, government or indeed non-profit organizations, the the first step in generating a strategy is a comprehensive analysis of your current situation. This is primarily focused on what is happening outside your company. For most companies, it should cover the six areas below and lead to deep strategic insights. ‘Insight’ is a […]