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In an interview with CIO Applications magazine, Michael Hinshaw, founder and president of McorpCX, talks about how his company helps businesses create great customer experiences and enhance customer connections.
Three Ways McorpCX Improves Customer Experience
We help organizations improve their customer-centricity in three primary ways.
The first is helping companies build and systematize powerful experience management capabilities. This ranges from training and education to change an organization’s ways of thinking and working to be more customer-centric—think educating call center employees on customer empathy—to designing CX centers of excellence to help drive top-down and bottom-up customer experience capabilities. It can also include the development of roadmaps to guide growth against an organization’s customer-centric aspirations.
The second area of focus is designing and delivering better customer experiences. We help identify customer pain points, develop and prioritize solutions, and bring those solutions to life by employing tools like persona and journey maps, design thinking, and ecosystem blueprinting. Your readers may have seen the results of our work with a better digital experience they had, or a billing process that was intuitive and easy to use.
The final area is enabling clients to listen to and understand their customers better. This is where most of our technology-related expertise comes into play, typically in the context of Voice-of-Customer (VoC) programs and, increasingly, journey management and optimization. We help our clients to develop and run what we call “modern VoC Systems,” which help companies obtain a constant stream of trustworthy customer feedback, flowing insights into and through the organization in ways that better inform and compel action to evolve the business. From technology selection and system planning and design, we can also build, operate, and optimize these systems. Reliable insights lead to simpler processes, stronger retention, more productive relationships, and even lower cost customer acquisition. All while making customers happier.
An Operating System for Improving Experiences
Having done his kind of work for dozens of leading organizations, we’ve seen what works— and what doesn’t—and have articulated best practices in what is essentially a “customer experience operating system.” It includes eight top-level experience management capabilities that leading organizations consistently get right, and that can guide companies aspiring to greater customer-centricity as they embed new, customer-first ways of thinking and working into their businesses.
The system helps ensure that Experience Management and the customer perspective gets is understood and gets embedded in all parts of the organization, enabling organizations to systematically profit, grow, and differentiate, using customer experience to do so.
How McorpCX Stands Out
Many factors differentiate us from our competitors, but the most important is that over our two decades of helping drive business results using customer experience as the lever, we’ve learned what it takes to make customer experience “real” in an organization. Nearly everyone believes that customer experience is important, but many have a hard time executing and proving value from it. We help them do exactly that, in predictable scalable ways.
We also recognize that experience improvement is a team sport—collaboration and change management are crucial. For instance, we’re working with a global life sciences company now, alongside a global consulting firm who are their partners in organizational design, and another responsible for digital transformation. This is in addition to the leading technology vendor responsible for building their services platform. Our job is to help ensure everyone’s working together with a shared vision of experience, while laser focused on the needs of their audiences.
Serving a Broad Range of Clients
Though we work across industries, the majority of our focus is in industries with the potential to be seen as commodities by their customers, like insurance and banking. Or in industries where customer and employee experience can create competitive “moats” in highly competitive markets like technology, retail, and life sciences.
We have a B2B client in the insurance industry that is pivoting to a customer-centric approach from an 80- year focus on product excellence. The major challenge they face is gauging market shifts and changing customer priorities. We helped develop strategies to guide employee accountability and actions for meeting customer needs, focusing on people, processes, data, and technology to bring the required experiences to life. They’ve been executing on this for around five years, and it has been key to their growth from $3.5 billion to $5 billion.
The Role of CIOs in Experience Management
We believe that CIOs are uniquely positioned. Their ability to bridge the technology gap to help transform customer experience is more important than ever, as CX becomes an end-to-end concern and technology and data become ever more critical elements of “getting CX right.”
Though the focus on customer experience presents a challenge to siloed organizations, it also provides an opportunity for IT leaders. As the only group with end-to-end visibility of customer-related data and digital interactions, IT is a natural partner to help CX teams address customer interactions more holistically.
We believe that CIOs are in a unique position to improve customer experience from the customer’s and the business’ perspective and to optimize the data, technology, processes, and systems that deliver it. While not as common as parts of organizations, some of our largest and most successful client partnerships were initiated by the CIOs and Digital leaders who brought us in.