CXOchat

A2: Know your custs. Map their journey, mine their feedback, pick their brains. Those opps when u make it or break it r the Moments of Truth.

If you don't identify them, you don't have focus. You spend time fixing what doesn't matter. You need to know what custs care most about.

As I like to say, you need to know what basket to put your eggs in! So that you make a different in #CX

Must map buyers journey across touch points to ID moments of truth A2 #cxochat

Jeanne Bliss has some great methodology you can check into. She calls it the Defector Pipeline. Find out when/why your custs leave.

If "moments of truth" are unknown orgs can't drive & replicate the gr8 moments nor eradicate failed moments A2 #cxochat

@Natasha_D_G Yes, but remember to map from THEIR perspective, not yours! Walk in their shoes

Could analyzing social data help identify those truths?

Old adage can't manage what u don't measure still holds true today w/ "moments of truth" A2 #cxochat

@LindsaySkarda Absolutely!! People go to Social when they have extreme experiences. Really good or really bad. Goldmine!

@LindsaySkarda social data helps as cust share likes and especially dislikes there

Social is also such an equalizer. Maybe it's not the biggest client you have, but they may have lots of network influence. Little guys voices can matter more.

Moments of truth are uniquely close to delivering the Aha moment or the X factor. In digital age, the brand must deliver such moments and that too in the shortest experienced time.

@maldyj Absolutely. Especially when we think of millennials, our friends and family's opinion matters.

A close understanding of Behavioral economics might yield the right MoTs. Theres certainly a close link between emotionally charged moments of truth and the purchase & loyalty decisions of customers

Just make sure to map the moments that matter to your customers (over those that matter to the biz)

@LindsaySkarda Yes, but direct observation is often more informative and accurate.

A8: Seriously, so much low-hanging fruit! Do what you say. Offer a little extra. Anticipate next problem & proactively head it off.

A FAST response.

Orgs have opp to win w/ proactive engagement. Inform customers of issues BEFORE they become an issue A8 #cx

I remember when I started in #CX mgmt. 8 years ago. Read the surveys and was like, "Um, I have an idea. Let's call customers back!!" doh

Be courteous when addressing a problem goes a long way, but again, it has to be sincere. Reading an apology from a script just makes it worse.

@danielkdtwt Yes, fast but ACCURATE! Customers prefer waiting for the right answer versus running off quickly with the wrong one.

All the #data customers share = breadcrumbs to winning their #loyalty with superb #custexp A8 #cx

On the proactive side, identifying and addressing problems before the customer even knows about them is a big win.

Identify your pain points and turn them around. Build principles around the experience you want to deliver. Socialize it.

@maldyj Excellent point, Jennifer!

Focus on the entire customer journey, not just key touchpoints & moments of truth. Ensure your org teams breathe CX day in & day out and are in close touch with all social cues & voices about the delivered experience.

At Activision one of our mantras is "We make great games." So in Support, we provide GREAT support.

Key to following customer #breadcrumbs & delivering superior #cx = #bigdata & #analytics A8

G = Genuine R= Reliable E=Easy A=Accurate T=Thorough

Empower your front & back office teams to collaborate towards fast decisioning around improved CX

@maldyj And did they resist the idea of calling customers back?

Instill it into the culture. Test things against it. Is this solution easy? is using this script genuine? Live the principles...

@USAA takes the win on this one: Empathy, empathy, empathy. GENUINE empathy. Not fake.

@temafrank Nope! We did a huge detractor callback campaign. everyone was so afraid of talking to unhappy customers but they were just happy we cared!

Another win is having a great product to begin with -- one that has been thoroughly tested and vetted with customers before hitting the market.

It depends on the "department" - for a website/online experience, its clear, easy to read, accurate, and it works - no broken links, checkout works flawlessly, etc. And let's not forget that the same goes for mobile users

A9: OK, here is a timely example. Today I rear-ended someone on my way to work. (Sorry honey if you are reading this here!)

While other driver was on hold with his carrier, I downloaded the mobile app for mine, accessed digital ID card, texted to him. Done.

@maldyj Love the story!

@maldyj Awesome way to remove the stress from an extremely stressful situation!

Starbucks does a phenomenal job at this...simple, consistent & continuously improving

@skulbir Yes...they are killing us with service...and expensive coffee! HA!

Any time I walk into a restaurant and the employees are smiling and have Can-Do attitudes, I've already had a great experience.

here's another digital channel experience example: At Activision we are starting to offer in-game messaging re: support tickets

@LindsaySkarda Whenever I go to a restaurant with grumpy host/wait staff, it makes me wonder how happy things are in the back -- and I don't want unhappy cooks making my meals!

You're playing Call of Duty, your gun gets deleted, we restore it and tell you so by an in-game popup. Don't need to leave your seat to call.

@danielkdtwt I've walked out of restaurants if I hear hints of bad attitudes. I'll spend my money else where with happy people.

And yes, how can we forget Appl:)

The best customer service is CS that you didn't realize was happening.

@danielkdtwt So true!! Happy people make happy experiences. This is the whole chicken-egg thing. Putting the employees first or custs?

Does anyone know if we have any anual CX leader list/recognitions for Americas?

@LindsaySkarda That's right. I want to taste the love!

Delta Airlines comes to mind - love their app!