#83 | DCX - Perspectives and insights on digital customer experience
Igniting a Customer-Centric Culture; Turning Detractors into Promoters; DCX Poll; Links to Industry news and the DCX Thought Leader Profile of the Week
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Igniting a Customer-Centric Culture
I understand the frustration of trying to transform your company's culture into one that is truly customer-centric. It can feel like an impossible uphill battle when other leaders don't see the vision or value in putting the customer first. However, creating real change is possible if we start small and build momentum.
Let’s start with the definition of "customer-centric," what does it really mean?
It's when a company's priorities and processes are optimized around understanding customers as human beings and creating value for them. Leadership sets the vision, and employees at all levels use customer insights to inform decisions.
Transforming our culture to become truly customer-centric is not only vital for business success but also key for fueling our employees’ pride and passion. When we get it right, we all win.
If you read this newsletter, I imagine this vision burns brightly within you. You yearn to transform your company's culture into one that is truly customer-centric - where understanding and serving people guide every decision and process.
I feel your frustration when other leaders don't see that world as vividly as you do. But you have more power to spark change than you realize. Progress lies not in grand top-down mandates but rather in our daily actions grounded in passion.
What fuels your passion for transforming the customer experience?
Take a moment to reconnect with the experiences that have shaped your sense of purpose. Maybe it was a conversation you had with a frustrated customer years ago, or perhaps you witnessed the positive impact of seemingly small changes for someone. Revisit the reasons why you advocate so passionately, and let that spark light your fire once again.
As Margaret Mead said, "Never doubt that a small group of thoughtful, committed citizens can change the world." The key is those united by passion have grit that outlasts quick fads. Your empathy and insights are assets. You may not have the authority to set a vision company-wide, but you can still have tremendous influence.
Research shows that companies excelling at customer experience outperform peers by wide margins on growth, accountability, and job satisfaction. But more important than the stats is how it feels to come together around a shared purpose - delighting the people we serve.
Working in a customer-focused culture is energizing. It means collaboration and breaking down silos as we tackle issues quickly that may span teams. We rely on each other’s talents and respect the unique lens we each bring from different roles. Shared commitment unifies.
It’s also deeply motivating to see direct feedback that we are making a difference in customers' lives. That personal connection feeds the soul. It grounds us why we work so hard and spurs us to continuously improve.
So, what Can I do?
Great question! The good news is you don't have to change everything at once. While broader culture change takes time, you can spark transformation through your individual actions.
Start small and let little wins pave the way. Here are some ideas to consider:
Voice customer perspectives in meetings even when not asked. You bring the outside-in view to decisions, steering conversations to impact.
Identify and quantify a key customer pain point. The hard data you gather on problems to solve inspires others to care.
Volunteer for a pilot project testing a new customer-centric process. You influence future ways of working from the inside out.
Publicly recognize colleagues who go above and beyond for customers. Your positive reinforcement scales behaviors you wish to see.
Share inspiring customer success stories with teams across the company. Pull at their heartstrings so all feel the vision as you do.
Host Cross-Departmental Customer-Centric Workshops. Build empathy across silos, and unite teams as you all brainstorm improvements.
Organize Customer Feedback Sessions. Have them hear the raw, unfiltered voices of those they serve. Let the stories drive urgency as you capture key insights.
Here’s another way to always keep the customer front and center: At my former employer, Comcast, there is a simple yet powerful symbol in every conference room - a lone chair with the word “CUSTOMER” on its seat cover. As vibrant debates unfold and key decisions weighed in these rooms daily, that symbolic chair remained front and center. Its presence grounds the imperatives discussed around it - forcing consideration of how choices would impact customers.
The Path Forward
I understand you may still feel daunted by the task ahead. Shifting culture feels uncomfortable initially as we challenge status quo and long-held assumptions. But have faith that your consistent, thoughtful actions are building momentum daily.
This is not a journey to walk alone. Seek out fellow customer champions who strengthen your step and spirit when obstacles arise. Arm yourself with customer stories and data that make the human impact unambiguous. Celebrate small but meaningful wins that foreshadow greater change coming.
Most importantly, know your passion and commitment already set you apart as a change maker. Our highest purpose is found in uplifting others. So, take heart from the customers who will feel the impact of your persistence even if they never know your name.
Stay true to your fire within. Have the courage to do what is right over what is easy. The future awaits and needs your light to illuminate the path. Our customers await, too.
And now a word from our sponsor
Dojo Partners are uniquely positioned to help you realize your transformation goals at a fraction of the time and cost of your existing options.
Turning Detractors into Promoters
Every morning, I read our latest NPS feedback results with the usual anticipation, knowing a few detractors are inevitable. But a couple of months ago, one comment in particular caught my attention - a score of zero with a scathing note about “uncaring, useless customer service staff.”
After reading this rather upsetting feedback, I felt determined to connect with this customer. I looked up her account details and reached out directly by phone, ready to listen.
As soon as she realized it was the head of customer experience calling, her tone changed from anger to surprise. But I assured her I took all feedback seriously, especially such intense dissatisfaction. I asked thoughtful questions about her experience and frustrations. Without interrupting or defending, I let her speak freely, and the full story emerged.
As a consultant who often works from home, she depends on the internet to join online meetings and collaborate with clients. The unreliable service had already caused her to miss three key project meetings that week, creating tensions with her boss and teammates.
Understandably, she was at her wit's end when she responded to the survey. As she explained the ongoing issues, her voice trembled with a mix of anger and anxiety over the business she was losing and how challenging it was to get the help she needed. I listened intently, connecting with her distress and determined to fully understand before proposing any solutions.
By listening first, I grasped what happened and how unheard she felt by front-line staff. I apologized sincerely for her poor experiences and took responsibility for our role. We discussed changes that could prevent similar issues for others. I followed up in writing to recap the discussion and actions taken by our team to address her issue.
I alerted our escalations team, and the issue was promptly assessed and fixed. A week later, I received this note from her:
Remember - transforming detractors starts with truly hearing their voices and championing better experiences for all. The effort leads to loyalty no marketing can buy.
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DCX LinkedIn Poll of the Week
This week, I asked our colleagues in the Customer Experience Professionals Group on Linkedin, What's your biggest challenge today?
CX Professionals just revealed their biggest headaches for 2024. Crafting standout customer experiences ain’t easy, and this poll lays bare the top hurdles: building customer-centric cultures, wrangling budgets, and keeping up with skyrocketing digital-age expectations. The poll unpacks these pressing pain points to spotlight why this intel matters—for any business gunning for CX glory. Read on to look at the enlightening poll results and how they should shape your CX roadmap this year.
Customer Culture: The Heart of the Matter
Nearly half identified culture as the #1 hurdle. Taming this complex beast is essential for CX leadership. The takeaway? Invest in your people. Culture isn't built overnight; it’s a garden needing constant care—through education, leading by example, and hiring for customer empathy. Read more ideas in the main article.
Funding CX: The Financial Fuel
Funding snagged 26% of votes, proving it’s the lifeblood of CX innovation. This signals a need for better strategies to secure resources. Articulating CX’s return on investment must become a compelling narrative woven into company strategy.
Meeting Expectations: The Moving Target
At 16%, meeting rising customer expectations remains an ever-evolving challenge. With more informed, demanding customers, companies must listen and adapt swiftly, ensuring dynamic CX strategies.
Tech Savviness: The Innovation Race
Surprisingly, only 12% feel daunted by the pace of tech change. However, this doesn’t diminish technology’s critical CX role. The message is clear: keep a steady hand on the tech tiller, but don’t let it eclipse human connections.
Unpacking these revelations, our 2024 CX blueprint bursts into focus:
Build Fanatical Customer Cultures: This makes up the bedrock. Ramp up investments in your people to match the gravity.
Sprint to Crush Soaring Expectations: Stay relentlessly agile, responsive, and laser-focused on customer voices. Surpass, don’t meet.
Wield Tech as a Human Tool: Use it to amplify, not replace, human connections. Avoid the crutch.
Fight Fiercely for Funding: Without fuel in the CX engine, even the brightest ideas sputter out. Lock and load compelling ROIs. Champion CX’s cause 24/7.
Industry News, Ideas, and Insights
AI vs Human: The Future of Customer Service (hiverhq.com)
Get the free report from Hiver, which surveyed over 500 customer service experts in the US to understand: Level of investments in AI, Tangible benefits of using AI in support, Ethical concerns around AI, Accuracy of AI in resolving customer issues, Future of AI in customer service.
Here are five key findings from the report:
60% see benefits of AI in customer support
50% expect AI will collaborate with humans
44% find AI accurate for common queries
40% concerned by AI's autonomous decisions
60% lack training in AI tools
10 Breakthrough Technologies 2024 | MIT Technology Review
Every year, MIT Technology Review looks for promising technologies poised to have a real impact on the world. Here are the advances they think matter most right now.
Sign up now for Megan Burns new book club for CX professionals who are passionate about learning with and from each other to solve the toughest, most critical problems facing our industry. Next meeting: Friday, February 16 at 11:00 am - EST - Discussing Practical Wisdom: The Right Way to Do the Right Thing
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DCX Thought Leader Profile of the Week
Every week, I introduce you to another inspiring professional from LinkedIn who has the potential to make a significant difference in your life and career.
This week, I am pleased to introduce you to Marilyn Suttle, Founder and CEO of Suttle Enterprises.
Marilyn Suttle is a game-changer in the world of customer service and employee well-being. As CEO of Suttle Enterprises, LLC, her mission is to elevate companies and teams to stand out as providers of choice.
She has a proven track record with clients boasting industry awards, soaring customer satisfaction, and engaged employees. Marilyn delivers virtual and onsite presentations designed to transform your team, empowering them to excel in their professions and communicate effectively even with the most challenging individuals.
Her best-selling books, including "Who's Your Gladys? How to Turn Even the Most Difficult Customers into Your Biggest Fans," and “Taming Gladys!: The Busy Leader's Guide to Creating Fierce Customer Loyalty” are testaments to her expertise and offer actionable strategies for success.
Thank you for reading this week.
Please share with others you think would benefit.
One More Thing
I want to share some of the exciting content and programs that I have created for your personal and professional growth:
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-Mark