Total CX

Capturing Customers’ Emotions During Co-Design

By Patricia Seybold

Ronni Marshak continues looking at how customer emotions impact their relationships with your organizations and your brands. In an enhancement to our Customer Co-Design methodology, Customer Scenario^® Mapping, we encourage capturing how customers might feel depending on how well you help them achieve their goals. Doing so can give you a line of site from customer priorities through your bottom-line opportunities based not only on how they measure success, but also on how they are feeling while doing business with you.

~ Patty

Assigning Emotions to Moments of Truth
Enhancing Customer Scenario^® Mapping by Capturing Feelings
By Ronni T. Marshak, Executive VP and Senior Consultant, Patricia Seybold Group, November 15, 2012

Customers are people first and foremost. And their emotions come into play as they traverse their scenarios to their desired goals. Capturing how customers might feel depending on how well you help them achieve their goals can give you a line of site from customer priorities through your bottom-line opportunities based not only on how they measure success, but also on how they are feeling while doing business with you.

Read a sample and download the full report in PDF.

Customers’ Moments of Truth

We add to our Customer Scenario® Mapping Guidebook by delving into the details and subtleties of capturing Customers’ Moments of Truth (MoTs) and related success metrics. Although MoTs are a part of our Customer Scenario Mapping methodology used in our Customer Co-Design practice, understanding your customers’ scenarios and the potential showstoppers to customer success should be part of your customer experience strategy outside of any specific methodology.

Getting at Customers' Moments of Truth
The New CSM Guidebook: Part 6: Identifying and Measuring Moments of Truth
By Ronni T. Marshak, Executive VP and Senior Consultant, Patricia Seybold Group, September 20, 2012

Discovering the Value of Customer Success Metrics

By Patty Seybold and Ronni Marshak

For years, people (including consultants) have been struggling to come up with good ROI arguments for "soft stuff" like CX.

Years ago, we were teaching one of our first Customer Scenario^® Mapping Facilitation courses to a mixed group of our clients. (Before we developed our online training course, we taught facilitation in a face-to-face two and a half day workshop.) One of the sample maps we worked on was for a FIT (that’s “Facilitator in Training” in CSM speak) from Merck Medco. The map was rather complicated—multiple layers deep, with layers for the end-patient, the employer’s HR folks, the RX benefits management company (that’s Medco), the pharmacist, and the health insurance provider.

As always, we spent a bit of time figuring out the customer’s Moments of Truth (MOTs)—the showstoppers that could derail the entire scenario. That’s when the FIT had a brilliant insight. He realized that each customer MOT was actually measurable!

Searching for ROI? Make Sure You Have the Right Metrics

Discovering the Value of Customer Success Metrics
By Patty Seybold and Ronni Marshak

For years, people (including consultants) have been struggling to come up with good ROI arguments for "soft stuff" like CX.

Years ago, we were teaching one of our first Customer Scenario^® Mapping Facilitation courses to a mixed group of our clients. (Before we developed our online training course, we taught facilitation in a face-to-face two and a half day workshop.) One of the sample maps we worked on was for a FIT (that’s “Facilitator in Training” in CSM speak) from Merck Medco. The map was rather complicated—multiple layers deep, with layers for the end-patient, the employer’s HR folks, the RX benefits management company (that’s Medco), the pharmacist, and the health insurance provider.

As always, we spent a bit of time figuring out the customer’s Moments of Truth (MOTs)—the showstoppers that could derail the entire scenario. That’s when the FIT had a brilliant insight. He realized that each customer MOT was actually measurable!