Newsletter

#23 – Journey Mapping, Temkin Experience Ratings and Employee Satisfaction

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Welcome to the 23rd edition of my customer strategy newsletter. The five topics this week are:

  1. Customer Journey Mapping blog post
  2. Temkin Experience Ratings and Employee Satisfaction
  3. Latest blog posts
  4. Notable items from other sites
  5. Looking forward

Some additional thoughts about Customer Journey Mapping

I sent you all a blog post on customer journey mapping last week. I have been surprised by the reactions to what I wrote. Since Sunday, the article has become the most visited page of all time on my website. Since I object to tracking in principle, I don’t know who has caused this happy phenomenon. I suspect a few influential people have simply forwarded the link to their friends and colleagues. Thank you, whoever you are.

I also posted the article on LinkedIn, and received some comments there. There seems to be general agreement that mapping every single customer-touching process is rarely a good use of resources. I feel I need to say a little more about when to use it. Once you have done your customer research and determined that something needs to be improved, journey mapping is a good way to start. Bain refer to the ‘something’ as a ‘customer episode’. An episode has a clear outcome. Rob Markey describes it well in a Net Promoter System podcast that was released this week on iTunes. He uses the example of what many of us would call a billing process. The way you should define the ‘episode’ is that a customer receives their bill. Use journey mapping to discover and describe everything that leads to the customer receiving the output of the process. This is entirely compatible with Lean Six Sigma methodology, for those who use it.

As with everything I write, I only claim to have more experience than most of you. I don’t usually claim that it is correct, except where I provide the supporting scientific evidence. My years of experience simply mean that you can avoid the mistakes I already made, and make some new ones of your own.

Employee Satisfaction vs. Temkin Experience Rating performance

Many of you will remember my study demonstrating that there is no relationship between employee and customer satisfaction. I have to say that many of the reactions fell into the category of “Hey Maurice, my anecdotal experience outweighs your scientific evidence.” I used American Customer Satisfaction Index data, and matched it against Glassdoor employee ratings of their companies. Ever since then, I have been looking for other data sources. Temkin Group publishes the Temkin Experience Ratings for over 300 companies selling to US consumers. You can download a free report that includes partial data, including the scores for the top 50 and bottom 50 companies. I matched these scores to the Glassdoor employee ratings for the same companies. In short, there is almost no difference in employee ratings of the top and bottom companies. Once again, I don’t find this surprising. Employees can be happy with their pay, their commute to work and the food in the company restaurant without being being engaged, or doing anything positive for customers. Here is a table with the results. If you want me to write a full article on the topic, please let me know.

Temkin vs. Glassdoor

 

Our latest blog posts

The popular post on journey mapping is second on the list. The first entry is the first in a series of short true/false quizzes on the Net Promoter System. Older posts are of course still available on the blog page.

image Kittens! And the Net Promoter System® Quiz – Part 1

Now that you have seen some kittens, it is time for the first in a series of true or false questions about the Net Promoter System. You can look forward to seven or eight short quizzes in all.
image Customer Journey mapping – Use with care, if at all

Journey Mapping is probably the most sophisticated and complete form of customer experience measurement and improvement. Perhaps too sophisticated. Read what follows and see what you think.
image Customer relationship research / surveys – Third of three articles

This is the third and final article in my series on deep relationship research, particularly for B2B. This one is about how to handle internal objections to implementing the whole interviewing and improvement process.

 

Notable customer experience items from other sites

Net Promoter System research – The ‘for and against’ list

Adam Ramshaw published this useful article on the Genroe site. It provides a list of academic and other studies about the relationship between NPS scores and revenue over time. While it is indeed useful, the majority of these studies, in all categories, are defective. The essential thing to know on the subject is that NPS trends compared to those of your main competitor are excellent predictors of market share. All of the studies seem to miss one or both of the points in red. Either no competitive comparison is made, or only revenue trends are discussed. One of the ‘against’ articles includes mention of the revenue trends of an unnamed Norwegian petrol/gas retailer, presumably the state monopoly, Statoil. The article considers NPS to be disproven because revenue did not rise in a period when the price of a barrel of oil went down substantially. Ridiculous. Anyway, Adam’s article is here.

CXpert: How to deal with a leadership team that isn’t CX oriented

No author is listed for this article on the Australian CXpert site. It provides useful suggestions for what you should when you have difficulty getting support for your customer experience efforts. The article is here.

 

Looking forward

The world of text analytics is in constant evolution. Even though it has just been few months since I wrote about the topic extensively in our book Net Promoter – Implement the System, there is more to say on the topic. I will probably write a new blog on text analytics next week.

Please also share this newsletter with your friends and colleagues and encourage them to sign up for it here. I have put links to past newsletters on the subscription page. Finally, please feel free to change or cancel your subscription using the link below.

You can also email me, Maurice FitzGerald, at mfg@customerstrategy.net.

To change your subscription, click here.

 

#22 – Benchmarking, Bain NPS podcast, Temkin Customer Service report

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Welcome to the 22nd edition of my customer strategy newsletter. The five topics this week are:

  1. Comparing your company to others: benchmarking
  2. Questions for the Bain Net Promoter System podcast
  3. Latest blog posts
  4. Notable items from other sites
  5. Looking forward

Comparing your company to others using public ‘benchmarks’

One of the more common questions I am asked is “What is a good Net Promoter Score?” The simplest answer is “Any score trend that is better than that of your main competitor.” However, it is not easy to find your competitors’ scores. And all scores are not equal. So… what can you do?

A few words about the the word ‘benchmark’ are in order. The Merriam-Webster dictionary includes “something that serves as a standard by which others may be measured or judged.” This implies a consistent way of measuring something. I have to observe that there are various sources of ‘benchmark’ NPS data, but there is no single standard for how it should be measured. Bain has recently started a ‘certified NPS benchmark’ initiative, and I believe JD Edwards is the only company to have been certified so far. I believe you can trust NPS benchmarks from Satmetrix and Temkin, though they use different methods and are not free. Temkin does publish overall NPS ranges by industry free of charge, and you can find them here. If you sell to US consumers, you can at least try to understand where you are compared to your industry.

There are two other sites that provide what they call benchmarks. In practice, most of the content is data that companies themselves have provided. If you choose to use them to compare yourself to the competition, please do your best to understand where each number comes from. They are not well documented. The sites in question are npsbenchmarks.com and indexnps.com.

If you are not covered by any standard benchmarking report and can’t afford to fund a benchmarking effort of your own, I suggest using your relationship survey NPS scores for the comparison to others in your industry. They will be closer to benchmark results than transactional / touchpoint survey results.

The one thing you do not get from most benchmark studies is potentially the single thing that would help you most. This would be a summary of the verbatim comments and improvement suggestions for your competitors. If you can get these, your sales and marketing teams will be delighted.

Questions for the Bain Net Promoter System podcast recording

As mentioned last week, I will be recording a Net Promoter System podcast this coming Monday. The host is Rob Markey, co-author of The Ultimate Question 2.0. Thanks to those who have submitted about 20 questions by email and in the LinkedIn NPS Forum so far. More questions are still welcome, up until Monday morning, Geneva time. Send them to me by email at mfg@customerstrategy.net.

 

Our latest blog posts

The first two posts of three planned articles on deep customer relationship research are shown below. My Tropicana post surprised me in that it attracted both positive and negative attention. At least nobody has contradicted what I stated about the control distributors and supermarket chains have over farm prices. Older posts are of course still available on the blog page.

image Customer relationship research / surveys – Third of three articles

This is the third and final article in my series on deep relationship research, particularly for B2B. The main subject this time is how to overcome objections from inside your own company to the whole process. These objections usually come from sales teams.
image Customer relationship research / surveys for B2B – Second of three articles

The second article in the series covers who to interview in a customer organization, how to perform the interviews, and how to track and report results.
image  Why I became disloyal to Tropicana – A story about brand image

I have been fiercely loyal to Tropicana since late 2005. Reading the results of an orange juice comparison test in a Swiss consumer magazine changed my mind, and I don’t expect to buy Tropicana products anytime soon. Read on to understand why.

 

Notable customer experience items from other sites

Net Promoter System podcasts – my three favorites

Since I will be recording one on Monday, I thought it would be a good idea to provide you with links to my past favorites. I think my all-time favorite is the one with Horst Schulze, formerly of Ritz-Carlton, explaining what he did to create the legendary service culture of the hotel chain. I also liked the one with Lee Cockrell, formerly EVP of operations for Disney’s Orlando resort. It includes some of his experiences in Paris too. Finally, I loved the one with VimpelCom executives Anton Telegin and Natalia Macpherson. They talked about what it took to get that Russian telco’s leadership to believe in and sponsor their NPS work. Note that the link to the VimpleCom podcast takes you to the iTunes podcast library and you can find it as ‘Ep. 74’.

Temkin Customer Service Ratings

Temkin Group has just published its latest report on Customer Service based on a survey of 10,000 US consumers. It covers 295 companies across 20 industries. As usual, you have to pay to read the full report. However, I think you will find the free tables here to be interesting reading.

 

Looking forward

Thanks to those who have bought and read our books up to now. If you like them, please recommend them to friends and colleagues. No matter what you think of them, please post your thoughts on Amazon. This will help us to improve and will help others with their buying decision.

Please also share this newsletter with your friends and colleagues and encourage them to sign up for the here. I have put links to past newsletters on the subscription page. Finally, please feel free to change or cancel your subscription using the link below.

You can also email me, Maurice FitzGerald, at mfg@customerstrategy.net.

To change your subscription, click here.

 

#21 Simplicity, British Airways, relationship research, NPS Podcast

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Welcome to the 21st edition of my customer strategy newsletter. The five topics this week are:

  1. Thoughts about ‘simplicity’. It’s a complex subject!
  2. British Airways research update. (They told me what they are going to do.)
  3. Latest blog posts
  4. Notable items from other sites
  5. Looking forward

The complexity of simplicity

I am sure most of us  have said something like “We have to keep things as simple as possible for our customers.” But… what do we mean by that? Different companies take different approaches. I believe simplicity means one of two things in this context. Unfortunately, the two are opposites. In one version of simplicity, you simply say yes to whatever the customer wants. It may take some time to actually deliver what the customer wants. In the other version, you provide a limited number of choices, and can deliver each choice right away.

I don’t think either approach is right or wrong. They are just different. There are businesses, like fast food, where choices have to be limited, or it won’t be fast. There are others, like automobiles, where both approaches work. We see some car brands that offer very few choices, other than the color of the car. This allows dealers to keep the most popular choices in stock. Customers can drive away with their new car shortly after arriving at the dealer. Some brands have twenty different choices of wheel design, five sorts of leather for your seats, each available in four colors, and therefore provide almost infinite permutations and combinations. Whatever you want, the answer is yes, but you may have to wait.

Whatever business you are in, I believe you need to decide which version of simplicity is right for your business and market. Then stick to it.

British Airways update

I have blogged about British Airways’ survey process, and have written about them in one of our books. On top of their tendency to have over 100 screens in their surveys (yes, I have counted them), the main criticism I had was that they never ever wrote back to say what they had improved based on their research. That has now changed. After the most recent Executive Club survey, they wrote to the Bronze members saying that based on their feedback, they would bring back the ability for Bronze members to pick seats at no charge. My retirement last year and my general dislike of transiting through Heathrow mean I have gone from Gold to Silver to Bronze with them over the last three years. I don’t know whether Silver and Gold customers got any feedback. Please let me know. I am quite prepared to change my mind about BA, though not about the horrible transit experience in Heathrow T5, compared to the main continental European airports.

 

Our latest blog posts

The first two posts of three planned articles on deep customer relationship research are shown below. My Tropicana post surprised me in that it attracted both positive and negative attention. At least nobody has contradicted what I stated about the control distributors and supermarket chains have over farm prices. Older posts are of course still available on the blog page.

image Customer relationship research / surveys for B2B – Second of three articles

The second article in the series covers who to interview in a customer organization, how to perform the interviews, and how to track and report results.
image Why I became disloyal to Tropicana – A story about brand image

I have been fiercely loyal to Tropicana since late 2005. Reading the results of an orange juice comparison test in a Swiss consumer magazine changed my mind, and I don’t expect to buy Tropicana products anytime soon. Read on to understand why.
image Customer relationship research / surveys for B2B – First of three articles

In almost all B2B situations, you have a relatively small number of customers that provide the majority of your revenue. Understanding the views of key individuals in the customer organization is critical to success. You need to do it better than your competitors. These articles will help.

 

Notable customer experience items from other sites

Wootric blog: There is a correlation between CX and revenue growth

“… and here is the data to back it up.” I came across this article while trying to find public data on the relationship between NPS trends and market share trends. While it does not mention NPS, it does provide interesting reading on the general subject, particularly when referencing two HBR articles. What I found interesting was the attempt to cover both transactional and subscription businesses. The article is here.

CustomerGauge article: Colt Proves NPS® is More Than Just a Number

While she is also promoting their own software, I like this story by Cvetilena Gocheva on the CustomerGauge site. It tell’s the multi-year story of Colt’s NPS journey so far. Colt is a UK-based data center services company. The article is here.

 

Looking forward

Rob Markey, co-author of The Ultimate Question 2.0, has asked me to record a new Net Promoter System Podcast with him on June 28th. If you are interested in the Net Promoter System, these podcasts are essential listening. I consider them to be the single reference source for the evolution of the system since the book came out. The system has indeed evolved over that time. If you are not familiar with the podcasts, why not listen to one ? Our intention is to cover questions that have been raised on the Net Promoter System Forum group on LinkedIn. You can find the group here.

Thanks for reading. Please share with your friends and colleagues and encourage them to sign up for the newsletter here. I have put links to past newsletters on the subscription page. Finally, please feel free to change or cancel your subscription using the link below.

You can also email me, Maurice FitzGerald, at mfg@customerstrategy.net.

To change your subscription, click here.

 

#20 – Win-loss analysis, Relationship research, Kittens, CX NPS Influencer article

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Welcome to the 20th edition of my customer strategy newsletter. The five topics this week are:

  1. Win some, lose some
  2. Relationship research and improvement is the NPS Group focus for June
  3. Latest blog posts
  4. Notable items from other sites, including when to use a photo of a kitten
  5. Looking forward

Win some, lose some

When HP and EDS merged, I was the HP-side business integration leader for EMEA. I quickly became exposed to EDS sales people who worked for a year or more on large outsourcing deals. Sometimes they won. Sometimes they lost. Naturally, it was devastating to a large team to work for such a long time, and for the effort to turn into nothing.

At the time, I was also the EMEA Chief of Staff and led what we called ‘Total Customer Experience & Quality.” I was naturally interested in why we won or lost such deals. Let me exaggerate to make my point. When I asked sales teams, we always won because of excellent relationships with various people in the customer’s organization. Strangely, they said we never lost because we did not have such relationships. We only ever lost because our prices were too high.

This kind of biased view made me even more interested in win-loss analysis. That is the background to the blog post I sent you two days ago.

Relationship research and improvement is the June NPS Group focus

Win-loss analysis is a subset of relationship research. Particularly in B2B, most companies have a sort of Pareto distribution of their customers, as shown in the example below. A relatively small number of customers provide a large proportion of their revenue. Understanding what these customers want and giving it to them is critical to growth and financial success. That is why I have decided to focus on relationship research in general, and the face-to-face interview process in particular, in the LinkedIn NPS Group here.

Our latest blog posts

The posts on the role of the customer experience leader or Chief Customer Officer have been very popular. This week’s post on business strategy has attracted comments on LinkedIn and elsewhere that come from a different audience than my usual one. Older posts are of course still available on the blog page.

image Win-Loss analysis – Here is a method that works

One of your sales teams is celebrating! They just won a big deal they have been working on for the last four months. Another team has lost a similar deal and is not quite so happy. This article is about how to understand the reasons for success and failure, using a simple six-factor model.
image The starting point in any strategy: Situation Analysis

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. Your destination and starting point are equally important. This article covers the six dimensions that should lead to powerful strategic insights. “You have to ask new questions to get new answers.”
image More thoughts on the role and team of the Chief Customer Officer or customer experience leader

Thank you for the feedback on my first post on how to think about the work of the Chief Customer Officer or customer experience leader. This week’s post concentrates on teams the leader should lead, as well as teams in which he or she should participate.

Notable customer experience items from other sites

CustomerGauge article: CX and NPS trends for 2020 – Influencers edition (includes me!)

I am honored to find myself on this list of “…some of world’s most influential CX & NPS thought leaders.” They asked 14 people what we thought would be the most important single technology or trend that would influence NPS and customer experience between now and 2020. There are at least ten different themes in the answers. I found many of the answers to be insightful, and hope you will feel the same. The article is here.

If you want people to read what you write… use a photo of a kitten

Brian O’Malley of Accel Partners wrote a LinkedIn article titled You’re not fooling anyone with that high Net Promoter Score. While the content is OK, it certainly does not merit the 3414 Likes and 191 comments it has received. I read the first 100 comments. Many are about the kitten in the photo at the top of the article. So, what can I say? People will at least open your article if you have a visible photo of a kitten. Here it is for kitten lovers everywhere.

Looking forward

I have started my search for all articles that study the relationship between NPS trends and market share trends. More soon. I have also started work on a project to establish the relationship between the Temkin Experience Ratings for US companies and employee satisfaction. It will be interesting to see whether it is the same as the relationship with the American Customer Satisfaction Index results.

Thanks for reading. Please share with your friends and colleagues and encourage them to sign up for the newsletter here. I have put links to past newsletters on the subscription page. Finally, please feel free to change or cancel your subscription using the link below.

You can also email me, Maurice FitzGerald, at mfg@customerstrategy.net.

To change your subscription, click here.

 

#19 – Support forums, survey software, CX is “Fluffy nonsense”, outsourcing mistakes

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Welcome to the 19th edition of my customer strategy newsletter. The five topics this week are:

  1. Customer support forums are a good idea only if you staff them
  2. The multiplicity of survey software vendors
  3. Latest blog posts
  4. Notable items from other sites
  5. Looking forward

Customer support forums are a good idea only if you staff them

A good customer support forum is a valuable asset for most companies. Users can share their experiences and help each other. My observation is that this seems to work best for small, and indeed tiny companies. I use various WordPress plug-ins, and their support forums all work well. The person who wrote the code is usually the one answering user questions. I generally get answers quickly, and leave the forum satisfied with my experience. If I think of it in terms of Customer Effort Score, my effort is low, so the score is high. (The best way to learn about Customer Effort Score is to read The Effortless Experience.) Like most types of support, it is unlikely I would talk about it if I were going to recommend a plug-in to a friend. However, it can make me really angry and disloyal when a support forum does not function. Enter Apple.

The first reason many support forums fail to deliver results is that a company gets too many very similar queries and does not staff up correctly to be able to answer them. Apple has this problem. I think the problem is obvious in a company with millions of customers and very few products. I do all my writing on an iMac. I have not been able to print anything to my HP DeskJet Pro 8600 printer since a recent Mac OS update. My daughter has the same problem with her MacBook. I have no problem printing from my fancy HP Windows notebook. I have tried various things and posted six times to the Apple support forum over the last nine days. No replies. I realize their support community is overwhelmed by requests for help, and still consider this to be appalling service. If you are interested in this specific case, the thread is here.

The second reason support forums / communities fail is that large companies outsource their call centers and support operations. The companies supplying the service are paid based on the number of calls they handle and the number of ‘service events’ they close. Your query in a support forum does not count as a service event or support call. This means that not only does the vendor not care about it, the support provider does not care either. The product vendor indirectly communicates a message to all employees that post-sales customer support is not a company priority. After all, if it were really important, they would do it themselves. Any intelligent employee should then realize that helping customers in the forum in their spare time is pointless, career-wise.

So yes, I am negative about the support forums provided by many large companies. I think the best that many could do would be to be clear at the top of every single forum web page that they do not monitor the forums and that people should look elsewhere for good answers.

 The multiplicity of survey software vendors

A Capterra link came up in my customer experience news feed earlier this week. It gave a list of 248 survey software products. Wow! I had no idea so many software companies had so many products, many with what seem to be identical features. Here are my views on the subject:

  1. If you are a small company and have no particular need to integrate survey software with a CRM or ERP system, standalone software like SurveyMonkey will work fine. While I am sure some of the other 247 products are at least as good, I have used SurveyMonkey for client projects in multiple languages with success. And it is not expensive.
  2. The most important single thing you can do to improve response rates via software is to embed at least the first survey question in your outbound email to customers. That will double to triple your response rate, based on my experience and that of companies that supply software to do this, such as Promoter.io. 86 of the 248 vendors seem to allow survey embedding.
  3. 125 of the 248 products do some form of data analysis. Capterra does not have a category for the subset of text analytics. Just producing a word cloud is not the same as text analysis. If you get large volumes of text responses, you will probably need another software tool to do competent analytics. I have written about how to evaluate such software here.

The Capterra site provides a useful list and has useful selection criteria. Use the ‘All Products’ tab to access the selection criteria and the ‘Most Popular’ tab to see a feature comparison for what they say are the 20 most popular products. The relevant Capterra page is here.

Our latest blog posts

The posts on the role of the customer experience leader or Chief Customer Officer have been very popular. This week’s post on business strategy has attracted comments on LinkedIn and elsewhere that come from a different audience than my usual one. Older posts are of course still available on the blog page.

image The starting point in any strategy: Situation Analysis

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. Your destination and starting point are equally important. This article covers the six dimensions that should lead to powerful strategic insights. “You have to ask new questions to get new answers.”
image More thoughts on the role and team of the Chief Customer Officer or customer experience leader

Thank you for the feedback on my first post on how to think about the work of the Chief Customer Officer or customer experience leader. This week’s post concentrates on teams the leader should lead, as well as teams in which he or she should participate.
image Here is how to think about the work of the customer experience leader or Chief Customer Officer

I would like to propose a way of thinking about the work of the customer experience leader. It has four elements: Core work Supporting work Coordinating work Strategic work. I also cover the work for which the CX leader is not responsible.

Notable customer experience items from other sites

Forbes article: This is the worst customer service mistake you can make

Strongly related to what I wrote at the start of this newsletter, Brian Scudamore argues that outsourcing customer service is the worst mistake companies can make. He mentions that Microsoft, Apple and Disney all do so. I love what he has written about company culture in particular. He is realistic in that he recognizes that many companies cannot afford to ignore the cost-saving potential outsourcing can bring. It is a good read, especially if you are considering outsourcing. The article is here.

Ian Golding: Customer Experience – that’s all just fluffy nonsense, isn’t it?

I recognize a lot of Ian Golding writes about from my personal experience. In this article, he talks about professional reactions to customer experience discussions, customers and emotion, and the creation of ‘magical moments’ for customers. As many readers know, I regret not understanding behavioral economics much earlier in my career. Ian’s thoughts seem to align with this. The article is here.

Looking forward

I am thinking of doing some Podcasts and / or video clips. PowerPoint with audio commentary is another option. The subjects would continue to be related to customer experience. I don’t want to be boring, so the content, delivery and production all have to be good. Any advice you may have will be welcome.

Thanks to readers who have bought our books. The existing Amazon reviews have been fantastic. More are most welcome, no matter what you think about our books. And here is an idea: why not get them for your teams? That way you can establish a consistent language and way of thinking about customer strategy.

Thanks for reading. Please share with your friends and colleagues and encourage them to sign up for the newsletter here. I have put links to past newsletters on the subscription page. Finally, please feel free to change or cancel your subscription using the link below.

You can also email me, Maurice FitzGerald, at mfg@customerstrategy.net.

To change your subscription, click here.

 

#18 – Customer experience training, NPS LinkedIn Group, KONE, Customer Journey Mapping

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Customer strategy

Welcome to the 18th edition of my customer strategy newsletter. The five topics this week are:

  1. Thoughts about customer experience training
  2. Transactional / touchpoint research on the Net Promoter System forum on LinkedIn
  3. Latest blog posts
  4. Notable items from other sites
  5. Looking forward

Thoughts about consistency in customer experience training

Earlier this week, I was failing to communicate with someone about a customer feedback process. It became evident that we were using the same words to mean different things. Each of us naturally thought the other did not know what they were talking about. However, I knew the other person was well-educated, with over ten years of relevant work experience. So… what was the problem?

Let me diverge from the subject for a moment. I think you will find it relevant. I want to say a few words about religious beliefs. I have lived and worked in seven countries and travelled to many more. The people I have met believe in many different gods, or indeed in none at all. My observation is that most people believe what they believe not because it is true, but simply because they were born in a particular place, and into a particular family. In discussions, I have found that even the most ardent born-again Christian evangelist will accept that they might be an equally enthusiastic believer in Shinto, had they been born in Japan, or Hindu, had they been born in Delhi.

Back to customer experience. Most of us believe in the measurement and improvement systems we use because of our specific education, the companies we have joined, and the training we have received. Like religions, these differences cause communication issues. This is where consistency of training comes in. All companies should ensure that their teams are trained in a single customer experience research and improvement process. It does not matter all that much which one you choose. (OK, that last sentence was an attempt to be diplomatic. What I really think is that everyone should implement the Net Promoter System, and the DMAIC version of Lean Six Sigma. However, I accept that if I had received a different education and worked for different companies, I might believe something else.) Consistent training ensures clarity and consistency of communication and execution.

 Latest focus areas for the LinkedIn Net Promoter System (NPS) group

We are now half way through the month of May. I chose the setting of NPS goals as the focus subject for the first half of the month. For the next two weeks, the subject is the transactional / customer journey measurement. To get the discussion started, I have asked three questions:

  1. How do you decide which touchpoints, episodes, transactions or events on a customer journey merit feedback?
  2. How can you tell which ones are worth the effort of a feedback and improvement process?
  3. Should you try to cover them all?

I hope the subject will stimulate discussion. The LinkedIn group is here.

I took over the management of the group in late March. While it has over 23,000 members, not very many are active. I have been doing my best to block posts that are pure advertising. Some level of advertising can’t be avoided as LinkedIn does not allow long posts in groups. This means it is to be expected that people (including me) will link to their own websites or longer posts by others. Compared to other LinkedIn groups, I believe it is already a better place for open discussions. Please free to write to me with any improvement suggestions you may have.

Our latest blog posts

Last week’s post on the work of the customer experience leader or Chief Customer Officer had over 1,000 views, so I have expanded on the subject this week. Older posts are of course still available on the blog page.

image More thoughts on the role and team of the Chief Customer Officer or customer experience leader

Thank you for the feedback on my first post on how to think about the work of the Chief Customer Officer or customer experience leader. This week’s post concentrates on teams the leader should lead, as well as teams in which he or she should participate.
image Here is how to think about the work of the customer experience leader or Chief Customer Officer

I would like to propose a way of thinking about the work of the customer experience leader. It has four elements: Core work Supporting work Coordinating work Strategic work. I also cover the work for which the CX leader is not responsible.
image Virgin Atlantic and how to over-recover Detractors

All of this talk about the United Airlines customer experience fiasco reminded me of the opposite experience Virgin once gave a colleague… Don’t be afraid to over-recover Detractors. Note that my former DEC colleague has just confirmed that all of what follows is 100% true……

Notable customer experience items from other sites

McKinsey article: Lifting customer experience at an elevator company

I have been a fan of KONE for many years. The elevator industry is one of the rare ones where leaders come from small countries: Schindler from Switzerland and KONE from Finland. I knew KONE was serious about serving customers, but had no idea how serious until seeing this video interview with Pierre Liautaud, KONE EVP, accompanies by a transcript by Nicolas Maechler from McKinsey’s Paris office. The thing I found most striking was their adoption of what I call Implement and Experiment when I think about business strategy. Experiments they carried out the people who service elevators in private buildings in France are now being extended to the other areas of the company. The article is here.

Insightful article on customer journey maps by Jeff Rum for SocialMediaToday.com

I read a lot of articles about customer journey mapping. Most seem to follow a single template. They advise mapping everything before improving anything. I found Jeff Rum’s thinking to be different, and I have to say, better. He proposes a seven-step process for establishing a journey map. The early steps ensure you will not waste time working on maps that will never be used. His first step includes alignment with organizational goals, ensuring you know what you are going to do with the output. Step four is an “empathy map”, a concept I have not seen used in journey mapping before. Worth reading. The article is here.

Looking forward

I like to do some original research or what is known as ‘meta research’ every three or four months. I am currently working out what the next interesting subject could be. By interesting, I mean interesting to you, rather than just to me. I currently have two thoughts, and would welcome feedback. The first is to study all articles I can find that establish a formal mathematical relationship between NPS trends and company market share or revenue trends. I would then try to group them and draw an overall conclusion. A challenge is that companies hold most of the data on the topic, and it is company confidential. Nonetheless, I think the study is worth doing.

My second thought is about repeating the analysis I did on the relationship between customer customer and employee satisfaction, using a different data source for customer satisfaction. I am thinking of using the Temkin Experience Index, which Bruce has been kind enough to put in the public domain. I may also be able to use JD Power data.  Your views on which of these studies I should prioritize are welcome.

Your reviews of our books continue to be most welcome. You can visit my Amazon author’s page here. Links to the reviews are at the bottom. This is the US site, and I have also set up author’s pages on a few others. While we have sold books in Japan, I have not been able to determine whether using Google Translate produces a good enough result to set up an author’s page there.

Thanks for reading. Please share with your friends and colleagues and encourage them to sign up for the newsletter here. I have put links to past newsletters on the subscription page. Finally, please feel free to change or cancel your subscription using the link below.

You can also email me, Maurice FitzGerald, at mfg@customerstrategy.net.

To change your subscription, click here.

 

 

#17 – Blog reactions, measurement and emotion, relationship between CX and revenue

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Welcome to the 17th edition of my customer strategy newsletter. The five topics this week are:

  1. Reactions to my post on the work of the customer experience leader
  2. Measurement and emotion
  3. Latest blog posts
  4. Notable items from other sites
  5. More book reviews – thank you

Reactions to my blog post and LinkedIn article on the work of the CX leader

I wrote up my thoughts on the work of the Chief Customer Officer or customer experience leader in a blog post on Tuesday. It is at the top of the list of three blog posts below. I also posted an almost identical article on LinkedIn the same day. I was surprised to discover that this is the most popular topic I have written about since writing about the non-relationship between employee and customer satisfaction.

Based on comments on LinkedIn and emails I have received, I feel I should clarify one point. Yes, all companies of all sizes should have a person who is explicitly in charge of customer experience. Unless you only have a few employees, this should generally not be the CEO. There are exceptions to the CEO rule. For example, the Telstra CEO in Australia is clearly passionate about customers and appears to talk about customer feedback almost as much as financial performance. If you go to the Telstra website, you will see that some business unit managers also have the title Chief Customer Officer for that business unit. The position does not need to be full-time, but it does need to be explicit.

I do have an open question about people with titles like Chief Customer Officer. Can they really be credible if there is no way for customers to contact them directly? I feel it is a sanity check. If you see a person with that job title listed on a company website, is there at least an email address associated with the name? Yes, you can guess email addresses in many cases, but why should you have to? If you are a company customer experience leader and are visible on your company website, how about at least setting up a second email address for people who want to contact you directly?

 Measurement and emotion

Semi-official speed traps are quite common around where I live. The most common example is small villages on straight roads who put up automatic signs that indicate your speed. Most, but not all, also display a smiley emoticon if you are under the speed limit, and an unhappy face if you are over the speed limit. There is no follow-up, so you know you will not be fined, no matter how quickly you drive. My own reaction mirrors what behavioral economists have found: I always try to get a nice green smiley face to appear. I surprised myself this morning when I saw a new speed trap that showed that I was driving slightly too quickly. There was no unhappy face. I just kept on going at the same speed.

The reason I am writing about this is that I believe the same applies to reporting of customer experience metrics. Why not try associating happy or unhappy faces with your scores when you are reporting them inside or outside your company? Be selective. Nobody will pay any attention to a report that only has unhappy faces. Many other things matter when you are trying to communicate results effectively, but almost nobody tries to include emotion. Try it and see!

Our latest blog posts

Older posts are of course still available on the blog page.

image Here is how to think about the work of the customer experience leader or Chief Customer OfficerI would like to propose a way of thinking about the work of the customer experience leader. It has four elements: Core work Supporting work Coordinating work Strategic work. I also cover the work for which the CX leader is not responsible.
image Virgin Atlantic and how to over-recover Detractors

All of this talk about the United Airlines customer experience fiasco reminded me of the opposite experience Virgin once gave a colleague… Don’t be afraid to over-recover Detractors. Note that my former DEC colleague has just confirmed that all of what follows is 100% true……
image I suppose it all started in a bathtub in 1981

A story about my first great learning experience about customer research. If you think you already know what customers want, you are probably wrong. At the time, was was working for the Wrangler jeans parent company in Paris. My job title was ‘Quality and Engineering manager”. My boss, meanwhile, was in his bathtub…

Notable customer experience items from other sites

Forrester blog post on the relationship between customer experience scores and revenue

One of my favorite subjects is the mathematical relationship between improved customer experience performance and financial results. Laura Garvin Tramm has blogged about this for Forrester. Now, Forrester is of course trying to promote the use of their composite ‘Customer Experience Index’. Nevertheless, the way Laura documents it all is interesting, though I think she misses one critical point. She says Forrester has found three relationships: linear, decreasing returns, and increasing returns. Decreasing returns, for example, means that as CX scores improve, there is an a less than proportional improvement in company revenue. The point she misses completely is competitive comparisons. What matters most is relationship between your CX trend and that of your key competitor. I don’t have access to Laura’s data, but suspect the three different relationships she found are in fact due to performance of a key competitor. Laura’s blog post is here.

CustomerThink article on how to measure relationship between CX and financial outcomes

In the same general subject area, Dr. Howard Lax has written a nice and detailed article for CustomerThink. He outlines the factors that are worth taking into account, and expresses surprise that so few companies do so. He discusses the links to various types of outcomes, both financial and those related to customer behavior. The article is worth the few minutes it will take you to read it and is here.

Thank you again for the kind book reviews

“Working directly within the Customer Experience field highlights to me what a gem of a book, and the other two in this series, truly are.”

“A really good book, both for experienced customer experience professionals and for those who are getting into the customer experience field for the first time.”

Reviews do not seem to cascade between Amazon sites, so what you see locally may vary. If you have read any of the books, please write a few sentences to review them, no matter what you think of them. All feedback helps us to learn, and of course helps visibility and sales on Amazon. By now most of you should know that we do not have annoying subscription or other popups on our website, and you should believe us when we say that we do not ghost write any reviews. You can visit my Amazon author’s page here. Links to the reviews are at the bottom. This is the US site, and I have also set up author’s pages on a few others.

Thanks for reading. Please share with your friends and colleagues and encourage them to sign up for the newsletter here. I have put links to past newsletters on the subscription page. Finally, please feel free to change or cancel your subscription using the link below.

You can also email me, Maurice FitzGerald, at mfg@customerstrategy.net.

To change your subscription, click here.

 

#16 Metrics- KISS rule applies, May focus in NPS forum, Spirit Air CEO in denial, apparently, great book reviews

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Customer Strategy Newsletter

Welcome to the 16th edition of my customer strategy newsletter. The five topics this week are:

  1. Thoughts on metrics and communication
  2. May is ‘Goals and Touchpoints’ month on the Net Promoter System forum
  3. Latest blog posts
  4. Notable items from other sites
  5. Fabulous book reviews – thank you

Metrics – KISS applies!

We customer experience professionals tend to get obsessed by metrics and trends. In customer feedback and improvement systems, they are not the most important thing. Yes, they have to be trusted and reliable. Yes, they have to measure what the purport to measure. However, they should not be our focus. Our focus should be on improvements. The metrics should guide us in prioritizing improvements, particularly metrics that let us compare ourselves with our competitors.

Bearing in mind that the primary goal is to drive improvements, anything that distracts attention from that goal should be avoided. This is why your measurement system needs to be as simple as possible. Time you spend explaining the metrics is time lost for persuading people to improve processes and customer outcomes. I see two categories of metrics and metric discussions that should be avoided:

  1. Complex metrics that combine multiple data points may be intellectually pleasing, but are impossible to communicate effectively. I subscribe to lots of newsletters and blog feeds. Not a week seems to go by without someone proposing a new customized metric that they say is a better revenue predictor than a single number. That may well be true, but it is not the point of a measurement and improvement system. Do your best to keep to a single metric, based on a single survey question, and avoid wasting precious communication time.
  2. Metrics that do not have a standard definition are problematic in that communication errors are frequent. The most common metric that does not have a standard definition is a CSAT score. While it is most commonly measured on a five-point scale, some people use a seven-point scale. Different people use different definitions of ‘Satisfied’. Some consider every score except the very lowest to be ‘Satisfied’, for example. There is a subset of the problem, which is people who want to propose completely new definitions of words or metrics. I read a proposal to redefine CSAT on a two-point scale (‘Good’ or ‘Bad’) yesterday morning. An interviewee in a recent podcast wanted everyone to adopt a new definition of the word ‘Happiness’. All of these waste time and distract your audience from understanding improvement needs and working on them.

Whether you use the Net Promoter System, Customer Satisfaction (CSAT), Customer Effort Score (CES) or another system, the most important input a customer gives you is not the score. It is their answers to the open questions you should be asking: ‘Why did you give this score?’ and ‘What should we improve?’ Don’t waste time on anything else.

May is ‘Goals and Touchpoints’ month over at the Net Promoter System Forum

‘April is answers month’ was a success over at the LinkedIn forum I manage. On Tuesday, I asked members to vote for the May focus area or areas. Goal-setting and Touchpoint research finished at the top of the list, so I want to devote two weeks to each, starting with goal-setting as of today. The group is here.  LinkedIn now requires you to ask to be a member of any group you want to join. I have set up a large number of email domains to be automatically accepted, such as ibm.com, accenture.com, hpe.com and many others.

I have to say that I understand the LinkedIn decision on this. I receive multiple spam membership requests daily. They show up briefly in the queue until LinkedIn’s own routines delete them. They are recognizable because they come from people with no LinkedIn profiles and who cannot be reached via LinkedIn messaging. I found this surprising at first. Anyway, if you are not on the automatic acceptance list, I always approve new requests within 24 hours. You can also invite new members yourselves, if you are already a member. Such requests are automatically approved. Feedback has been positive on the changes I made over the last six weeks, so I would like to encourage you to join the community if your are not already a member.

Our latest blog posts

Older posts are of course still available on the blog page.

image Virgin Atlantic and how to over-recover Detractors

All of this talk about the United Airlines customer experience fiasco reminded me of the opposite experience Virgin once gave a colleague… Don’t be afraid to over-recover Detractors. Note that my former DEC colleague has just confirmed that all of what follows is 100% true…
image I suppose it all started in a bathtub in 1981

A story about my first great learning experience about customer research. If you think you already know what customers want, you are probably wrong. At the time, was was working for the Wrangler jeans parent company in Paris. My job title was ‘Quality and Engineering manager”. My boss, meanwhile, was in his bathtub…
image Do your company leaders care about customers? Here is how to know

“Our customers are our top priority.” “Everything we do, we do for our customers.” “Customers come first.” Internal and external corporate communication is full of statements like these. Do they actually mean anything? Here is how to know.

Notable customer experience items from other sites

Spirit Air CEO congratulating himself without having improved anything

Bob Fornaro became CEO of Spirit Air in early 2016. Sprit has long been at the bottom of customer satisfaction research for US airlines. Here is what he had to say to analysts last Friday, “For a very long period of time, we didn’t run a good airline.” Meanwhile, and before he spoke, the first American Customer Satisfaction Index numbers for 2017 are in. Spirit did worse than in 2016. They declined by a point and remained in last place while the industry as a whole improved by three points. The ACSI data is here. This is just another example of the ongoing communication challenge faced by customer experience professionals. CEOs of public companies have to report financial results every quarter. Customer experience improvement take 18 to 24 months to produce significant effects, and even then your competitors may improve more quickly. Of course Mr. Fornaro was able to find a metric that has improved. However, he is still not running a good airline, according to his customers. You can find a relevant article here.

11 ways to improve Net Promoter Score surveys – Jay Baer on Medium

Jay Baer write this nice article about how to improve the surveys themselves, rather than the actions you take based on them. He covers items like subject lines, reminders, and various aspects of personalization. Well worth reading if you want to get better response quality and improve response rates. The article is here.

Thank you for the kind book reviews

Peter and I have been delighted with the excellent reviews of our books on various Amazon sites. (We can assure you that we do not write any reviews for ourselves, and we have not ghost-written them for others either.) You can visit my Amazon author’s page here. Links to the reviews are at the bottom.

Thanks for reading. Please share with your friends and colleagues and encourage them to sign up for the newsletter here. I have put links to past newsletters on the subscription page. Finally, please feel free to change or cancel your subscription using the link below.

You can also email me, Maurice FitzGerald, at mfg@customerstrategy.net.

To change your subscription, click here.

 

#15 The new triplets have all arrived. More survey madness. “NPS stole my dog and ran away with my wife.”

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New books

Welcome to the 15th edition of my customer strategy newsletter. The five topics this week are:

  1. More on the triplets!
  2. The Amazon approach to customer research could stand some improvement
  3. Latest blog posts
  4. Notable items from other sites
  5. Looking forward

The paperback triplets have all arrived!

My brother and I are happy to announce that all three of our customer strategy books are now available in paperback as well as the Kindle editions launched last month. You can find links to various Amazon sites that sell them here. I don’t expect them to be available anywhere else. The third and final book covers how companies can avoid negatively affecting customers when they go through a period of major cost reduction. The content builds largely on my experience managing cost reduction initiatives when Mark Hurd was CEO of HP.

New books

Customer research should be about something useful (to me as a customer)

I received an order from Amazon this morning. At the same time, I received a survey from them via email. If you received something from a web vendor, what would you like to be asked? What might be relevant to your experience and willingness to continue to order from Amazon? In my case I suppose the top of the list would be how easy it was to find and order what I wanted. Second would probably be whether it was delivered on the day they initially promised. (It was late.) But no, just like my last few orders from Amazon, the survey was about their packaging. I really don’t care about the packaging. Referring to the blog I sent readers two weeks ago, the packaging is a hygiene factor. If it has not been opened and the contents are still there, I have no memory of the packaging ten minutes after opening it. Yes, it could upset me if poor packaging caused the contents to get damaged. However, if you were to ask me to list the top five things, or even top ten things that make me want to buy from Amazon, the packaging would not be on the list. I continue to think this is a silly approach to customer research. Stick to NPS basics if you can, with open questions.

Our latest blog posts

Older posts are of course still available on the blog page.

image I suppose it all started in a bathtub in 1981

A story about my first great learning experience about customer research. If you think you already know what customers want, you are probably wrong. At the time, was was working for the Wrangler jeans parent company in Paris. My job title was ‘Quality and Engineering manager”. My boss, meanwhile, was in his bathtub…
image Do your company leaders care about customers? Here is how to know

“Our customers are our top priority.” “Everything we do, we do for our customers.” “Customers come first.” Internal and external corporate communication is full of statements like these. Do they actually mean anything? Here is how to know.
image ‘Hygiene factors’ and ‘Motivators’ in customer experience – The Bain Anger-Delight Matrix

American psychologist Frederick Herzberg invented the ‘Two-factor Theory of Motivation’ in the context of his work on how to motivate employees to perform. The two factors are ‘hygiene factors’ and ‘Motivators’. Here is how they are relevant to customer experience…

Notable customer experience items from other sites

NPS killed my dog and ran away with my wife – Matt Haney on LinkedIn

Yes, I was attracted to the conversation by the provocative title. Matt works for Medallia, a leading customer experience management software company. Since Fred Reichheld (inventor of NPS) is on their board, they are obviously not against NPS. The article is a good read. The replies have a certain entertainment value, if you like reality shows. You can find the article here.

What most companies miss about customer lifetime value – Harvard Business Review

Michael Schrage’s article goes well beyond what I feel is the basic customer lifetime value problem. He talks about the additional value that is often forgotten, mentioning things like “They give us good ideas. They evangelize for us on social media. They introduce us to their customers” and more. While he makes good points, there is a more pressing issue: There is no standard way of measuring customer lifetime value. The accounting profession has let us down here. There needs to be a GAAP standard for how to measure customer lifetime value. After all, when we say that an investment will improve customer loyalty, we need to get beyond sentiment and talk about dollars. Without an accepted standard calculation of the expected value of a customer, it is an uphill battle. The article is here.

Looking forward

Since our books are now out, the most important thing we can do is to persuade you and others to read them and give us feedback. We believe they provide new ways of thinking about old problems. We hope you agree. Do let us know.

Thanks for reading. Please share with your friends and colleagues and encourage them to sign up for the newsletter here. I have put links to past newsletters on the subscription page. Finally, please feel free to change or cancel your subscription using the link below.

You can also email me, Maurice FitzGerald, at mfg@customerstrategy.net.

To change your subscription, click here.

 

#14 Use emotion to justify CX investments, Zappos and HPE Software interview links

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Newsletter

Welcome to the 14th edition of my customer strategy newsletter. The five topics this week are:

  1. Use emotion to secure investments in customer experience
  2. April is answers month at the Net Promoter® System (NPS) Forum on LinkedIn
  3. Latest blog posts
  4. Notable items from other sites
  5. Printed versions of books are imminent

Use emotion to secure investments in customer experience

I keep on learning more about behavioral economics. Earlier this week I witnessed someone once again using a traditional approach to asking for investment, and failing. Remember Daniel Kahneman’s ‘System 1 and System 2’ explanation of the way our minds function when confronted with new information? The emotion-led System 1 engages first and tries to reach a conclusion. If it succeeds, it is close to impossible to get the rational System 2 to engage at all. Consider the example of a software company that has a nice security software business. The product manager has noticed a number of customer problems and wants to justify the addition of five new Quality Assurance people and five new developers.

She could choose the traditional, fact-based ‘System 2’ approach, concentrating on the number of bugs that are getting to customers, and the number of intrusions that customers are reporting back. She could supply lots of data. If the person who has to approve the proposal has not fallen asleep, they will at least have great difficulty remembering it all. Leading off with a ‘System 1’ emotion-based approach to approval requests is far more effective. Of course you then need to follow it up with the necessary data. What would you think of this? I think it is memorable.

We lost his data

(Image supplied under Creative Commons license)

April is answers month at the Net Promoter® System (NPS) Forum on LinkedIn

Some interesting questions have already been asked and answered so far this month. Even more answers from authoritative sources are on the way. Questions so far have included items like what happens when you move from a five-point to an eleven-point scale, where you can source reliable NPS benchmark research, and on the sample sizes needed for reliable results. You can find the LinkedIn group here.

Our latest blog posts Older posts are of course still available on the blog page.

image ‘Hygiene factors’ and ‘Motivators’ in customer experience – The Bain Anger-Delight MatrixAmerican psychologist Frederick Herzberg invented the ‘Two-factor Theory of Motivation’ in the context of his work on how to motivate employees to perform. The two factors are ‘hygiene factors’ and ‘Motivators’. Here is how they are relevant to customer experience…
image Proof there is no relationship between employee and customer satisfaction
Many will find this surprising. I used publicly-available data to prove the absence of a relationship between employee and customer happiness for 336 large businesses selling to American consumers. Personally, I don’t find this surprising at all. Read on to understand why.
How to calculate the lifetime value of a customer
Calculating the lifetime value of a customer is somewhat like calculating the value of a company you would like to acquire. While you can find many methods of doing the calculation, only one is completely correct. There are also a number of satisfactory approximations…

Notable customer experience items from other sites

Moving NPS beyond ‘just a metric’ – CustomerGauge interview with Dr. James Borderick

A detailed interview with Jamie Borderick, who used to be in my HP Software customer experience team. He shares his experience with NPS implementation, as well as Customer Effort Score. Jamie is responsible for the software competitive loyalty research at Hewlett Packard Enterprise. Among other things, he points out that there is no such thing as a good or bad NPS score in isolation. What matters is how your trend compares to that of your main competitors. You can find the interview here.

Customer and employee culture at Zappos – Video interview with Dr. David Vik

Zappos is famous for its customer-centric employee culture. For Europeans, the Zappos business model and culture has largely been emulated by Zalando. Dr. Vik is considered to be ‘the man behind the culture’. As the introductory text says “In this interview, you’ll hear about how to become more profitable by putting your customers first, how to bring about positive cultural change within your organization, and what it takes to become the best in your market by delivering ‘wow’.” The interview is here.

Kindle books available, printed versions imminent

The Kindle versions of our books are available, and print versions are imminent. The Customer Experience Strategy book will be first to appear, at some point in the next few days. The NPS book should follow around the end of next week.

The most helpful thing anyone can now do is to review the books, no matter what you think of them. Reviews will help us to improve. Any resulting eBook updates should be delivered to you automatically, without any further charge. The images above are linked to the US Amazon site. You can find links to the major Amazon stores on our books page, here.

Thanks for reading. Please share with your friends and colleagues and encourage them to sign up for the newsletter here. I have put links to past newsletters on the subscription page. Finally, please feel free to change or cancel your subscription using the link below.

You can also email me, Maurice FitzGerald, at mfg@customerstrategy.net.

To change your subscription, click here.

 

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