top of page
Search

Actionable Advice from CX Expert Jim Tincher on Proving Customer Experience Program Success

  • Writer: Bar Gedalyahu
    Bar Gedalyahu
  • Sep 25, 2023
  • 3 min read

Customer experience (CX) has become a critical driver of success. However, while the importance of CX is widely recognized, many companies struggle to measure its impact and show tangible results. This challenge is especially pronounced in the realm of Business-to-Business (B2B) and B2B2C businesses, where the customer base is often composed of complex organizations rather than individual consumers.


Jim Tincher, a seasoned CX expert and author of "Do B2B Better: Drive Growth Through Game-Changing Customer Experience," sheds light on how B2B and B2B2C companies can measure the impact of their CX programs and demonstrate their value.


In this article, we explore key takeaways from Jim Tincher's insights on achieving CX excellence in the B2B space.


Understanding the CX Landscape


Jim Tincher emphasizes the need for businesses to engage directly with their customers and build growth strategies centered around understanding their needs. To excel in CX, it's crucial to:


  • Grasp Financial Metrics: A true CX "Change Maker" understands how their company generates revenue and ties CX efforts to key performance indicators (KPIs) that drive business decisions. This alignment is essential for gaining executive support and securing budget for CX initiatives.


  • Diverse Data Sources: Relying solely on surveys for CX insights is limited. Change Makers leverage operational, behavioral, sentiment, and financial data to obtain a comprehensive view of customer behavior and the impact of CX efforts.


  • Embrace Emotional Engagement: B2B customers are not purely rational; they have emotions. Positive impressions of a company lead to increased purchasing intent and forgiveness even when a negative experience occurs. Therefore, nurturing emotional connections with customers is vital.


Measuring and Proving CX Impact


The key differentiator between Change Makers and Hopefuls in the CX realm is the ability to measure and demonstrate the impact of CX initiatives. Tincher highlights several essential aspects:


  • Financial Metrics: Change Makers start by understanding how their organization measures success financially. Metrics such as customer lifetime value, net revenue retention, and share of wallet are critical. CX efforts should be directly linked to these metrics to show their influence on business growth.


  • The CX Loyalty Flywheel: Change Makers understand that improving CX leads to increased customer engagement, resulting in positive behaviors such as higher spending, longer relationships, and lower service costs. This creates a positive feedback loop that strengthens the company's financial health.


  • Emotion Measurement: Measuring customer emotions is key to understanding their behavior. Positive emotional experiences lead to forgiveness and increased loyalty, while negative emotions can drive customers away. Surveys, as well as AI-driven text and voice analytics, can be used to capture emotional data.


Harnessing AI for CX Enhancement


AI is poised to revolutionize the way companies gather and analyze customer data for CX improvement. Some AI-driven applications include:


  • Filling Survey Gaps: AI can fill the gaps left by low survey response rates (typically 5-10%) by using operational and behavioral data to synthesize customer feedback. This provides a more comprehensive view of the customer experience.


  • Analyzing Unstructured Data: AI tools can analyze unstructured data from various sources, such as contact center conversations, sales team interactions, and emails. This data can reveal valuable insights and help identify issues that surveys might miss.


  • Proactive CX Enhancement: AI-powered journey analytics and orchestration can detect patterns and trigger changes in the customer experience. For instance, if a customer's behavior indicates potential dissatisfaction, AI can prompt proactive outreach to address their concerns.


Overcoming CX Silos


Silos within organizations can hinder effective CX initiatives. To bridge these gaps, Change Makers use deliberate change management strategies, focusing on middle management, where CX often faces resistance. By linking CX to middle managers' KPIs and showing how improved CX benefits their goals, organizations can overcome these silos.


Jim Tincher's insights highlight the transformative potential of CX in B2B and B2B2C businesses. To thrive in today's competitive landscape, companies must not only invest in CX but also measure its impact and demonstrate its value. By embracing diverse data sources, understanding financial metrics, nurturing emotional engagement, and harnessing AI-driven insights, organizations can unlock the full potential of customer experience and drive sustained growth.

As AI continues to advance, it will play an increasingly crucial role in enhancing CX by filling survey gaps, analyzing unstructured data, and proactively improving the customer journey. The key to success lies in embracing change and breaking down silos within the organization to create a customer-centric culture that drives business success.



Do you find this interesting?

  • Yes

  • No


 

If you want to know more about us, click on the link here. → https://www.get-breeze.com/

 
 
 

Comments

bottom of page