31 min
CX Goalkeeper with Annette Franz - S1E22 is about her book "Customer understanding" THE CX GOALKEEPER - Transformation, Customer Experience, and Leadership Goals
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- Management
The CX Goalkeeper had a smart discussion with Annette Franz
My learnings discussing about the book “Customer Understanding”, while we went through the three chapters:
1) Listening
Start with the customers and design / develop products for them. (and don’t try to find customers for the products).
Starting with “listening” and continuing by capturing all the relevant data and consolidating them: these steps help to really understand the customers.
2) Characterize:
Segments are like the continents on our planet. They are too high level to design experiences.
A “Buyer Persona” is also too high level for customer journey mapping. It shows preferences, what customer buys and how he/she buys.
The details required for a Persona to map journey are e.g., needs, pain points, JTBD, …
… it makes companies one steps closer to being able to personalize experiences.
3) Empathize:
It is important to understand the experience customers have today and redesign it (how it will be tomorrow)
You can’t transform something you don’t understand therefore, you need the “as-is” situation first.
“Current state”, “service blueprint” and “future state” are the three most important steps in the CJM process.
With the AS-IS situation you can perform tactical fixes. Indeed, it takes time to implement the desired “future state” and customers are maybe already gone.
Fixing what is happening inside a company (using the service blueprint) is important to empower employees to deliver the desired experiences.
The experiences are human and emotional, technology helps to facilitate the experiences.
If you want to be successful you should appeal to both sides of CEO brain. The analytical side with the ROI and emotional side by making them feel the experiences and bringing stories to them. Additionally, make them understand what legacy they want to leave to the organization. How they want to be remembered…
Her book suggestion:
The Customer Comes Second: Put Your People First and Watch 'Em Kick Butt; Hal F. Rosenbluth
Annette’s golden nuggets:
Culture is the foundation of everything, and it starts from the CEO.
Take care of your employees and they will take care of your customers (and at the end of your business)
How to contact Annette:
http://www.cx-journey.com/
https://www.linkedin.com/in/annette-franz/
Customer Understanding on Amazon
Thank you, Annette!
#customerexperience #leadership #customerunderstanding #cxgoalkeeper
The CX Goalkeeper had a smart discussion with Annette Franz
My learnings discussing about the book “Customer Understanding”, while we went through the three chapters:
1) Listening
Start with the customers and design / develop products for them. (and don’t try to find customers for the products).
Starting with “listening” and continuing by capturing all the relevant data and consolidating them: these steps help to really understand the customers.
2) Characterize:
Segments are like the continents on our planet. They are too high level to design experiences.
A “Buyer Persona” is also too high level for customer journey mapping. It shows preferences, what customer buys and how he/she buys.
The details required for a Persona to map journey are e.g., needs, pain points, JTBD, …
… it makes companies one steps closer to being able to personalize experiences.
3) Empathize:
It is important to understand the experience customers have today and redesign it (how it will be tomorrow)
You can’t transform something you don’t understand therefore, you need the “as-is” situation first.
“Current state”, “service blueprint” and “future state” are the three most important steps in the CJM process.
With the AS-IS situation you can perform tactical fixes. Indeed, it takes time to implement the desired “future state” and customers are maybe already gone.
Fixing what is happening inside a company (using the service blueprint) is important to empower employees to deliver the desired experiences.
The experiences are human and emotional, technology helps to facilitate the experiences.
If you want to be successful you should appeal to both sides of CEO brain. The analytical side with the ROI and emotional side by making them feel the experiences and bringing stories to them. Additionally, make them understand what legacy they want to leave to the organization. How they want to be remembered…
Her book suggestion:
The Customer Comes Second: Put Your People First and Watch 'Em Kick Butt; Hal F. Rosenbluth
Annette’s golden nuggets:
Culture is the foundation of everything, and it starts from the CEO.
Take care of your employees and they will take care of your customers (and at the end of your business)
How to contact Annette:
http://www.cx-journey.com/
https://www.linkedin.com/in/annette-franz/
Customer Understanding on Amazon
Thank you, Annette!
#customerexperience #leadership #customerunderstanding #cxgoalkeeper
31 min