Want to fix CX? Take Mark Felt’s (aka Deep Throat’s) timeless advice—follow the money pain!

Word from the horses’ mouths: Only 1% of companies deliver “excellent” customer service, per Forrester’s recent CX Index consumer research. The needle hasn’t moved for years and years. How can businesses address this?  I don’t mean to channel the sage advice “Deep Throat” dished out to Woodward and Bernstein—Follow the Money—but it is a logical approach to solving the problem. In fact, we have already done it for you. We (Forrester on our behalf) started by asking 5000 consumers what…

Measure to manage customer experience

In many areas of management it is clear what to measure and what action to take when things go wrong. For example, if a product comes out of a manufacturing process too cold you need to increase the temperature. In contrast, customer satisfaction is very hard to measure. Customer service is subjective and is only one part of the consumer’s overall experience with a company. There are many variables that can affect how people perceive customer service and no single…