1:30 — SocialMedia.org’s Cale Johnson introduces Jeanne Bliss, author of Chief Customer Officer 2.0: How to Build Your Customer-Driven Growth Engine.
1:31 — Jeanne: You are human duct tape at your company, finding ways to stitch together things for your customer. You earn the right the grow by improving your customers lives. This work is about pushing a rock up the hill.
1:35 — Jeanne: Customers don’t want to see our organization chart, but sometimes we show this to them by accident. When your customers call a company, they are looking for someone who can navigate for them. They hope they get someone on the phone that is there for them.
1:37 — Jeanne: If you are not reliable, you won’t earn the right to improve your customers lives. How does it feel when your customer gets off the phone with your company?
1:39 — Jeanne: Loyalty is something we go to our customers to get. 92% of customers trust recommendations from friends and family more than any form of advertising. Reducing negative word of mouth is more effective then improving buzz.
1:43 — Jeanne: You need to unite the silos in your organization to change the work of your business and improve your customer’s lives. Urge people to think about whole numbers instead of percentages of customer retention. How many people walked out the door?
1:47 — Jeanne: Align around experience, identify the stages of your customer’s journey. Use this map to make business decisions.
1:49 — Jeanne: The Smithsonian starts their customer journey map before they even get to the museum. It continues through their trip back home and the memories that last.
1:50 — Jeanne: Build a customer listening path, do it for each the stage of the journey. It should include a one-company categorization of issues. Make the path human. Ask your leaders to try everything your customers do.
1:51 — Jeanne: Now that you know what is going on, what do you do with this information? It can help you create an early warning system about what needs to be improved. Look at every stage of your journey, is it always reliable? sometimes reliable? somewhere in-between? Collect the information, and invite the leadership team to make the decisions with you. Earn the right to customer-driven growth.
Q: If you were going to rate the changes you need to make in a customer’s journey what is most important?
A: Jeanne: Every journey is different, but think about it in terms of impact on revenue. What was gained? What was lost in your customer’s journey? Think of customers as assets and kill stupid rules.
Q: My company is very data driven, and very customer driven. Our data is the what, and the journey is the why. How do you educate in a large organization about the journey?
A: Jeanne: It needs to start with leadership. Are you giving your team too many customers for them to put them first? Too much paperwork? How does leaders change their strategy? The employee element is critical.