The CX Factor

Customer Centricity: Starting to ‘Walk the Walk’

Posted by Rachael Travis on Nov 1, 2016 9:00:00 AM


I recently had a negative experience with a product that I purchased from a very large online retailer. The product description stated that it was “new,” so I paid a premium because it was a rare item. However, upon receipt, I realized right away that the item was in fact not new, but rather had been used and re-wrapped in plastic wrap. I immediately reached out to this retailer to explain my frustration and, within four hours, I had a response from the customer care team that started with an apology, stated their aspiration to be known as the most customer-centric organization in the world, and ended with an explanation of the actions that they would take to resolve my issue: completely refunding my money and providing me with alternatives to purchase the item brand new. 

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Topics: ZS Associates, ZS, customer centricity, Rachael Travis, CX, feedback, customer service

Designing for Growth: How to Bring Design Thinking Into Your Customer Growth Strategy

Posted by Will Carter on Oct 26, 2016 2:33:52 PM


I’m left-handed, musically inclined and emotionally expressive, but I’m also an analytically oriented consultant who spent my childhood geeking out over logic puzzles. Perhaps that’s why I’m so intensely drawn to the discipline of customer experience. Good CX requires equal parts EQ and IQ. 

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Topics: customer experience, ZS Associates, Will Carter, ZS, CX, design thinking

What Is Marketing Without Customer Insights?

Posted by Rachael Travis on Sep 13, 2016 10:32:53 AM


Marketers engage in a wide range of activities, from developing customer segmentation and targeting strategies to executing email campaigns. The one thing that all marketing activities require to be successful is customer insights.

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Topics: customer insights, ZS Associates, ZS, Rachael Travis, CX, research, budget, marketing insights

VOC Baby Steps: How to Scale the Feedback Mountain One Hill at a Time

Posted by Greg Shapiro on Jul 5, 2016 3:42:41 PM


Implementing a comprehensive, closed-loop voice of the customer (VOC) program can seem daunting, almost as if you are staring up at the top of a mountain. Just like any mountain, however, you only need to take one step at a time and scale each little hill to get to the top.

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Topics: ZS Associates, ZS, Greg Shapiro, VOC, voice of the customer

CX Lessons Learned at the Lost and Found

Posted by Natalie Hanson on Jun 28, 2016 8:00:00 AM

I lost my phone at the airport on Friday night. In a classic story arc, I had a brief adrenaline rush followed by a wave of despair, and then a whole lot of frustration before things were set right. Once I was done being completely stressed and exasperated, I realized that it was a moment to reflect on how we deliver experiences both large and small. 

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Topics: ZS Associates, ZS, CX, Natalie Hanson, lost and found, airport, lost phone, CX lessons

Rethinking the Checkout Line

Posted by Rich McMackin on May 6, 2016 8:00:00 AM

Walk through the checkout line at your local supermarket and you’ll likely find an assortment of products from industries that are either stagnant or declining. An increasing number of shoppers are paying more attention to what they consume, and it has led to a need for retailers to rethink the checkout line. Soda consumption has fallen to a 30-year low, the print media industry continues to decline and in 2015, sales of non-chocolate candies were down 14% since their 2011 peak. Despite the fact that chocolate sales are up slightly, growth in that industry is almost wholly driven by exports, and domestic consumption of chocolate has become increasingly occasion-based (such as on Valentine’s Day, Easter, Halloween and December holidays). This increase in occasion-based consumption—combined with flat domestic chocolate sales—means that impulse purchases of chocolate bars have declined, as well.

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Topics: ZS Associates, ZS, grocery store displays, consumer behavior, Rich McMackin, shopping, checkout line

Moments That Matter: Guideposts for Your Customer-Centric Growth Strategy

Posted by Will Carter on Apr 29, 2016 8:00:00 AM

This post was co-authored by Sarah Rahman.

Imagine that you’ve been tasked with improving customer experience. You have several experience improvement initiatives in progress and have been bombarded with endless anecdotes of customer horror stories, which lead to many more ideas to pursue. And, of course, you belong to a very fragmented organization where the other “owners” of customer experience aren’t clearly defined.

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Topics: customer experience, ZS Associates, Will Carter, ZS, segmentation, CX, moments, competitive differentiators, reinforcers, Sarah Rahman, customer segments, signatures, table stakes

More for Your Dollar: Why Steep Discounting Strategies Can Hinder Customer Loyalty

Posted by Rich McMackin on Apr 22, 2016 8:00:00 AM

As I was walking through the grocery store the other night, I noticed something very strange happening—at least by my standards: I was putting items into my cart based on what I wanted to buy and not considering the price of those items at all.

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Topics: customer loyalty, customer experience, ZS Associates, ZS, grocery stores, Shaw's, shopping, discounting strategies, DeMoulas Market Basket, Richard McMackin

How Do Life-Saving Therapies Lead to Poor Customer Experiences?

Posted by Will Carter on Apr 12, 2016 8:00:00 AM

Customers know that they need your product—it may actually save their lives.  Your product sells at an extremely high margin and the people who decide whether or not to use your product are highly concentrated and easily identifiable. It sounds like a recipe for high growth, strong profitability and overall business success.  But is it also an environment that breeds poor customer experience?

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Topics: customer experience, ZS Associates, ZS, Pharmaceutical, oncology, healthcare, customer journey, CX, moments of truth

Deep-Sea Exploration: Three Reasons to Journey to the Bottom of the Customer Insight Ocean

Posted by Greg Shapiro on Apr 5, 2016 8:00:00 AM

What do marine biologists and customer experience professionals have in common? The need for deep exploration to truly understand their subjects.

Consider the following: How deeply do you understand your customers? I’m not just referring to basic profiling information. Do you have a true understanding of who they are? Do you really know what makes them tick? Do you know why they decided to pursue the careers that they have? What keeps them up at night?

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Topics: customer experience, customer insights, ZS Associates, ZS, CX, Greg Shapiro, marine biologist, customer understanding, research

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