Ian Williams from Jericho and Steve Sullivan from Channel Doctors discuss the importance of profiling & segmentation in Customer Experience Transformation.

Profiling & segmentation are widely spoken about in the Customer Experience world, but there is little integration between these data-driven exercises and the typical Customer Experience practices of Personae Building, Customer Journey Mapping and Transformation.

Unless Personae Building, Customer Journey Mapping and Transformation activities are tied back to individual customer profiles, how can the company set up data-driven treatment strategies? (Hint: they cant!). They are simply paper exercises/ intellectual masturbation.

Without that connection between profiles and personae (e.g. where psychographic personae have been evolved as theoretical exercises without the use of data), when a new customer comes along, how does the organisation decide which personae that customer belongs to? (Hint: they can’t!)

This video talks about successful CX programmes develop accurate customer profiles, from which behavioural strategic customer segments are derived (via machine learning unsupervised clustering), which are then evolved into personae, which are used to drive customer journey mapping exercises identifying pain points, moments of truth, commercial opportunities and wow opportunities, which form the basis of relevant CX transformation activities and customer treatment strategies.

Furthermore, we talk about how we get the organisation to accept these strategic customer segments and use them alongside their existing functional customer segmentation approaches. You don’t have to do one or the other, you can do both and improve both functional and strategic business performance.

The things we hear from clients are along the lines of:

“How can we provide a consistent experience across our business when every function works differently?”

“Marketing have created these customer personas, but how do we decide which customer belongs to which persona?”

“We have lots of data about our customers, but how do we use it to personalise their experiences?”

“We have six main customer segments/ personae, but only one customer journey. How does that work?”

“We did some journey mapping, but nothing happened after that. What are we missing here?”

“If we can solve these problems, how can we then maintain future customer experience performance?”

“How can we use customer profiles for data driven customer treatment strategies by segment/ persona?”

This video helps to answer all of the above.

Second tune from Project Lockdown called Lockdown, fifth iteration including drums, three guitars and bass, featuring Ian from Jericho, James Dodkins, the CX Rockstar, Freddie Pugh and William Carson from Ascensos playing both acoustic guitar and bass!

Second tune from Project Lockdown, fourth iteration including drums and three guitars, featuring Ian from Jericho, William Carson from Ascensos, James Dodkins, the CX Rockstar and newcomer Freddie Pugh!

Ian from Jericho is joined by William Carson from Ascensos and James Dodkins, the CX Rockstar!

Right, the final #coronaviruscantstopus video, now with lyrics…

Many thanks to James Dodkins, William Carson – Ascensos, and Bentaro Rifferashi for making this happen. It wouldn’t have kicked off had James not taken upon himself to create the first guitar piece on top of my drumming, so my hat goes off to him.

We’ve hopefully bred a message of hope, fun, safety and most important collaboration. Coronavirus is our new reality, yet our use of technology and resourcefulness shows that anything is possible… Stay safe people and take care. Spread the word, but not the disease!

#nowwashyourhands #beexcellenttooneanother #billandted3 #billandted #clapfortheNHS

The latest iteration in the #coronaviruscantstopus CX challenge features the silky skills of Mr. William Carson from Ascensos. Thanks mate!

So, we now have five tracks featuring ‘yours truly’, James Dodkins, William and Bentaro Rifferashi.

I’m going to lay down a lead vocal track this evening, but I’m still encouraging others to make their contributions, so feel free to submit. I’m sure someone can write lyrics and perform better than me, so what are you waiting for?

This has been great fun so far, but there are serious messages behind the whole thing. We won’t let the virus beat us, we can find new ways to collaborate, we must wash our hands, keep a safe distance and stay safe. Much love…. #cem #nowwashyourhands #cx #customerexperiencemanagement #cxm #beexcellenttooneanother #billandted3

Ian Williams from Jericho and Adrian Swinscoe from RARE Business (aka the CX Punk) discuss how companies and their customer experience / customer service is going to be impacted by the coronavirus / covid-19

In this special episode of CX Club Vlog , the Punk CX himself, Adrian Swinscoe and Ian Williams from Jericho discuss the situation with Covid-19 and the impact it is having, and will most likely continue to have in the CX space. There are some really useful insights packed into this!

Stay safe everyone!

#cx #customerexperience #covid19 #cxclub #nowwashyourhands

#CORONAVIRUSCANTSTOPUS CX COLLABORATION CHALLENGE!! #clapforNHS #ClapForOurCarers

It started with me defiantly bashing a rhythm on the drums as a message of hope that the coronavirus will not win but then began to evolve. James Dodkins laid down an awesome heavy rock guitar track, I added some backing vocals & now we have Bentaro Rifferashi adding an amazing bassline.

This is all about collaboration. Others want to contribute & lord knows, someone should be able to do a better drum track than me! Anyone keen to get involved, please take this and do what you will. Take tracks away and add new ones. I’m happy to help with the editing process, so you just need a mobile. Files are here on Dropbox: https://bit.ly/39lSkzQ

I’m going to lay down a lead vocal track too, but I need your help creating some anti-corona/ pro-safety lyrics. Or someone else want to do it? A different bassline and another guitar too, perhaps? And someone spoke about a remix even!

Share, post, comment. Spread the word, not the disease!

#coronaviruscantstopus collaborating

#nowwashyourhands #collaboration #cx #cem #customerexperience

THE #CORONAVIRUSCANTSTOPUS CX COLLABORATION CHALLENGE!! (Spread the word, not the disease!)

Wanted to start a hashtag of hope, to remind everyone that we can get through this madness. And so #coronaviruscantstopus was born. CX Club disruption in full force.

My 2nd #coronaviruscantstopus post from yesterday was me rocking out on the drums. I tagged a few people that I knew were music/ rock fans and Mr. Rockstar CX himself, James Dodkins decided he was going to collaborate, laying down an awesome guitar track. I countered his move with some backing vocals, and here we are.

It doesn’t stop here. We are powerful, resourceful, curious, innovative & collaborative. Other people have said that they want to get involved with this to help spread words of hope, safety & collaboration. I’m hoping for another guitar track and a bass track in the coming days.

I’m going to lay down a lead vocal track too, but I need your help creating some anti-corona/ pro-safety lyrics. Can you help? Share, post, comment. Spread the word, not the disease!

#coronaviruscantstopus collaborating

#nowwashyourhands #technology #collaboration #cx #cem #customerexperience #coronavirus #hope #beexcellenttooneanother #billandted