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The CX Cast
All things customer experience, explored.
Category: Business
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January 03, 2019 12:00 PM PST

This week Sam and Jenny speak with Jason Bradshaw, VW Australia's Chief Customer Officer (LinkedIn Bio). Jason is on to talk customer and employee experience, specifically topics and anecdotes from his recently published book, "It's All About C-E-X." He shares his CX origin story, starting a business differentiated on the basis of its service when he was only 14 years old, and the importance for any business of having clarity around its experience principles. We also discuss the connections between great employee and customer experience, how caring authentically for the needs of both sets of people is fundamental to firms being able to realize business returns from CX improvements.

Relevant Reading:

"Why EX? Why Now?"

"Why Paying Employees For Delivering Good CX Is A Bad Idea"

December 26, 2018 09:00 PM PST

Memories are fickle. And that has implications in how customers' emotions drive their perceptions of brands. In this episode, we answer the question: How do customers' memories of their emotions toward a brand impact their loyalty to that brand?"

We highly recommend that you listen to episode 129 before listening to this episode.

Referenced Forrester research:

"How Firms Help Employees Evoke Emotions That Deepen Customer Loyalty" (https://goo.gl/SFiPkD)

December 25, 2018 09:00 PM PST

Emotions drive customers' perceptions — and human interactions are more emotionally resonant than digital interactions. That's why CX pros must help their colleagues deliver experiences that create more positive customer emotions. They can do this by sharing information about what matters to customers and training and coaching employees about what they should do to evoke positive customer emotions. To get more value out of good employee experience delivery, firms must also help customers better remember positive emotions associated with past interactions.

Episode guide:

00:30 Why does emotion matter to CX?
03:39 What role do employees play in evoking the right emotions?
06:30 How did Forrester synthesize qualitative and quantitative data to measure emotion's impact on CX?
09:40 How should firms help their employees identify and evoke the right emotions from customers?
12:56 How do firms identify the moments of emotional impact that matter, and take action?

Referenced Forrester research:

"How Firms Help Employees Evoke Emotions That Deepen Customer Loyalty" (https://goo.gl/SFiPkD)

December 18, 2018 09:00 PM PST

Customers expect their experiences to keep getting better. Trouble is, they haven't — or at least not enough to keep up with those rising expectations. This has been going on for the last three years and will begin to boil over in 2019, leading to a series of systemic shocks for CX transformation efforts and turmoil for CX professionals. What happens next? A group of Forrester's top experts on customer experience came together to answer that question. In this episode, we discuss a couple of our favorite of those 5 predictions.

Referenced Forrester report:

"Predictions 2019: Customer Experience"

December 12, 2018 12:41 PM PST

We discuss the major CX developments of 2018 and what you should know for the year ahead.

  1. CX quality stagnated.
  2. Employee Experience (EX) emerged as a critical business imperative.
  3. Experience Design (XD) functions sprouted within organizations.
  4. Physical/digital interactions failed.

Relevant Forrester blog posts:

December 04, 2018 09:00 PM PST

Through a combination of tactical quick wins and strategic transformations, organizations can apply the concepts of behavioral science to improve experiences. In this way, firms can look out for their customers' best interests while also generating value for their organization. In this episode, we introduce 4 key behavioral science concepts and several examples of how companies are using them to design better experiences.

Referenced Forrester research:

"Guide Your Customers To Better Experiences With Behavioral Science"

November 30, 2018 01:17 PM PST

Everyone's talking about voice interactions. But this emerging human-digital interaction modality isn't as "intuitive" as it sounds for people. In this episode, we explore new human factors to consider, and how companies can augment their approach to the Empathize and Define stages of the design thinking process to create successful voice experiences.

Relevant research:

Q&A: Why Emerging Technologies Require Interaction Design

Real Conversational Interfaces

November 23, 2018 09:00 PM PST

In this episode, we detail some of the most common misunderstandings that lead CX efforts astray.

Referenced Forrester research:

"Avoid These 14 CX Misconceptions" (https://goo.gl/Zuw2jL)

November 16, 2018 02:00 PM PST

In this episode, we chat with Principal Analyst Emily Collins about customers' expectations for loyalty programs and how companies are designing them to foster multidimensional customer relationships.

This is a sequel to episode 154.

Relevant Forrester research:

How Consumers Really Feel About Loyalty Programs

The Psychology Of Points

November 08, 2018 09:00 PM PST

Prior to joining Forrester's CX research team, Karine spent more than 10 years as a practitioner in service design and UX. Most recently, she shaped the service design practice at Mobgen (part of Accenture Interactive). In this episode, Karine shares her perspective on the intersection of Service Design, UX and CX. And there's a good nugget in there about the value of sharing data across silos — and enabling them with the right tools to do so. Karine is based in Amsterdam, Netherlands.

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