Data Matters in CX Planning…Until It Doesn't
How Do We Empower People to Make a Choice?
The first step of customer experience planning should always be data analysis. The slicing and dicing of years and years of complicated data may sound cumbersome, but it’s incredibly valuable. Some of that data is structured and easily quantifiable, such as sales data, CRM, transactional data, and customer demographics. Much of it is unstructured, like website discussion boards or social listening.
Together, the structured and unstructured data gives us the lay of the land by determining the number of different journeys your customers may be on with your brand. Data defines the long-term value of each journey, tying each customer to their revenue stream and allowing us to prioritize the customers who provide the most value or customers whose experiences need the most help.
But we can’t use customer data analysis alone.
Tesla is the First Car Maker Up on a Millennial Trend
For many years, social scientists have been studying what it takes to motivate people to change their behavior—follow a diet, quit smoking, exercise more, save more, etc. Most recently, social scientists have successfully focused on a theory called The Self-Determination Theory.
In the Self-Determination Theory, people are believed to be naturally motivated to learn and to grow. It is the social structures around people that determine whether this natural motivation will be supported or thwarted. At its core, there are three innate needs that must be met in order to promote self-determination.
Nike Fully Understands Their Customer, and It's Not Who You Think
The word “millennial” often conjures an image of a single, underemployed barista with thousands of dollars in student loan debt living in her parents’ basement. And while one in three young adults do indeed live at home with their parents, most of them are out of the nest—and many are nesting themselves.
The biggest and cutest trend in millennial nesting is dog ownership. An astonishing three-quarters of Americans in their 30s—which is to say, mostly millennials—own dogs. That’s why Tesla’s new Dog Mode is a brilliant addition to their product that speaks right to the millennial market. (It’s also the sort of idea that someone definitely should have thought of already!)
How Can Anyone Forecast Trends?
It' is under 100 days until the 2019 FIFA Women’s World Cup kicks off in France. The U.S. Women’s National Team will be defending their title from four years ago, our nation’s third World Cup championship. This year they will be doing it in a uniform that pays homage to the squad that won the second title 20 years ago.
The new designs have been almost universally praised by fans who are sure to be buying them in huge numbers to support the team this summer. Yet even though hundreds of thousands of these shirts will be sold to men, women and children all across the country and world, Nike, the designer for U.S. Soccer’s uniforms since 1997, knows that their actual customer is just 23 women.
How Panera Makes Being Customer-Centric a Priority
With SXSW in full swing down in Texas, there will be many articles published about “trends” coming from the conference that we should all be aware of.
This begs the question: How does Campos (or anyone, for that matter) forecast trends?
From the outside, it can seem like guess work. How can someone know what consumers will want a year from now, or which developments businesses should scale earlier rather than later in their life cycles? Well, we don’t claim to be clairvoyant, but there is a way in which we can do just that.
3 Things to Look for in a Customer Experience Planning Partner
Customer experience planning is all about uncovering experiences that provide value to both the customer and the brand, and providing the framework to make the experiences customers want a reality. It seems simple, but as we’ve written about time and again, there are a bunch of ways in which the experiences and the frameworks manifest.
Putting several of the ideas we’ve seen into one sandwich is a great new interview with Mark Berinato, VP of digital experience at Panera Bread with PSFK. By embracing a truly customer-centric position, they are able to see how even the same customer wants to interact with their restaurants in different ways at different times.
On the Ground and In the Air: Perspectives of CX
Picture this: You’ve given careful thought to how your customer will move from point A to point Z. You’ve based your planning on the customer journey you imagined. And then...surprise! Your customers are wandering right off that path and reaching point Z in a way that never occurred to you.
Maybe this even sounds familiar, or speaks to you loud and clear. So, why is this happening? It’s not just the tunnel vision that can come from being too close to your own company or brand that brings these surprises. It's the power of the consumer to be able to do their homework before they buy, and share their experiences online for others to find as they plan their own shopping and purchasing.
Customer Experience Impacts Resonate Across Industries
We’re in the business of people — identifying who they are to a company, segmenting them to learn more about their lifestyle, and determining the drivers that either help or hinder their motivation to do something.
As a team that travels back and forth across major cities, we know for a fact that there are two things sure to hinder anyone’s motivation: running late to board a flight and baggage claim. The Pittsburgh International Airport has just unveiled their plans to transform every Pittsburgh traveler’s customer experience and solve for these two huge pain points, among many others.
Bus Operators Are An Impressive Bunch
No company or organization is immune from the relentless drive toward improving customer experience. That drive extends across all industries and categories and the customer sees no industry silos.
The continuous resetting of expectations has, of course, made it to the healthcare industry. If healthcare organizations are going to view their enterprises as customer-centric organizations, they must see the wide range of expectations that are set across the entire ecosystem. It is key to recognize that the patient experience has to be developed from higher than the internal department level, or the inpatient unit level, or even by the clinical transaction being executed. Consider the impact on Southwest Airlines if ONLY their baggage handling system had received a mandate to be customer centric?
What are the Next Steps for Healthcare CX?
As we’ve been studying the Port Authority to help the Port Authority in their rebranding process, we’ve all been paying a little more attention on our daily commutes.
We won’t reveal any spoilers for our research, but one thing is clear: driving a bus is always hard and driving one in Pittsburgh is extra hard. An interview with Jill Smallwood, a Port Authority bus operator opens an even greater window into the other aspects of driving the bus - the parts of the job that hardly have anything to do with staying under the speed limit or keeping the bud from sliding on ice.
How Good CX Planning Will Impact Your Business
Healthcare administrators have reached a plateau. They’ve made big efforts to improve HCAHPS scores, but what used to work, isn’t getting the results they need. Using our experience in healthcare data analytics to identify key customers and visualize their behavior and then integrating that knowledge with a variety of market research techniques to personally engage the patients, we have been able to enable organizations to envision a better experience through the eyes of their customers.
The Windy City's Improved CX
People are empowered with tools for learning about, finding, and purchasing products like never before. And even beyond the purchase, the incentive to share their experience of a product or service has never been higher, nor the capacity to do so easier.
Brands and businesses are fast learning that, rather than just reacting to the journeys that consumers devise for themselves, there's a role for them in shaping their customers’ path to engagement. They know they must define, design, and refine their customers’ journeys to attract them and keep them.
The Tide is Turning at LaGuardia
This week The City That Works took a huge step forward in working a little better for residents. It’s a CX improvement that we would call Customer Experience in any other circumstance, but maybe is best to call an improvement in the Chicago Experience.
"But You Know Me!"
LaGuardia Airport is the worst, but it seems that the tide is turning.
A smart focus on what truly matters in the passenger experience is giving promising signs toward the ultimate success of the LaGuardia rebuild
How to Think About the Brand-Customer Experience Relationship
One of the most frequent complaints we hear from consumers these days about their interactions with brands is their frustration when the organization or brand they supposedly have a “relationship” with doesn’t seem to “know them.”
It is becoming increasingly clear that consumers now expect the data they provide to brands to be used by the organization to make the individual consumer’s experience easier/better/faster. It is no longer acceptable for the brand to collect data merely for the ease, benefit, or use of the organization itself.
Customer Experience: Where to Begin?
Just as organizations realized, over four decades ago, that a deep understanding of brand could provide significant financial value to organizations, so it is with customer experience planning today. Recent studies by Gartner, Forrester, and Maritz all indicate the leading organizations are more than doubling their investment in understanding and planning their customer experiences compared to the previous five-year period.
However, to consumers, your brand and customer experience are inseparable. They exist simultaneously and are experienced without discrepancy, regardless of whether they’re in alignment or in conflict.
Not sure how to get the ball rolling in the customer experience planning process? Here are three steps you can take that will help you get started.