The Human Experience Cycle

As you think about your experience management (XM) efforts, it’s important to understand  how people flow through the experiences in their lives — as customers, employees, patients, fans, citizens, students, etc. To help deepen that understanding, I’ve created a simple model, the Human Experience Cycle (HxC). As you can see in the chart below, the HxC is made up of five elements:

  • Expectations: What a person anticipates will happen during an experience.
  • Experiences: What actually happens to a person during an interaction.
  • Perceptions: How a person views an experience based on their expectations.
  • Attitudes: How someone feels about the organization.
  • Behaviors: How a person choses to interact with an organization.

1903_HumanExperienceCycle2

Here are some implications of the HxC:

  • Experiences are in the eyes of the beholder. How someone feels about an experience (their perception) is based on their expectations along with the actual experience. So the exact same experience can lead to different perceptions for different people. That’s why you need to think about the expectations you’re setting prior to an experience, and consider delivering different experiences based on people’s expectations.
  • Experiences are judged by the emotions they create. Our memories aren’t like video cameras, they’re more like an Instagram account where we take pictures whenever we feel strong emotions, and then we judge that experience in the future based on reviewing those pictures. That’s why it’s critical to proactively think about which emotions an experience is likely to generate, since those are the elements which will most drive perceptions.
  • Attitudes are important... Many organizations measure attitudes (e.g., a relationship Net Promoter Score) as part of their overall metrics program. This is an important area to understand, because it represents an accumulation of multiple perceptions and can often be a leading indicator of behaviors. That’s why many successful XM programs prioritize their efforts around the experiences that most highly affect attitudes.
  • …But behaviors are the goal. The success or failure of an organization is driven by what people actually do, their behaviors. Over time, you need to make sure that the attitudes you’re measuring have an actual impact on the behaviors you really care about — is NPS really driving future purchases?, or is our employee engagement measurement predicting attrition? If not, look for different attitudinal measurements that are more predictive of those important behaviors.

The bottom line:  Align your efforts around the Human Experience Cycle.

Tapping Into The Power Of Experience Management

Last week, I gave two presentations at the Qualtrics X4 Summit that focused on how to adopt experience management (XM). Here’s a glimpse of that content…

First of all, let’s get aligned: what do you expect to see in the future?

More or less demanding customers? (I say more)
More or less demanding employees? (I say more)
More or less access to data and analytics? (I say more)
More or […] Continue Reading…

Debriefing My Qualtrics X4 Experience

Last week I joined more than 10,000 XM enthusiasts at the Qualtrics X4 Summit in Salt Lake City. This was my fourth X4, and the first one since joining Qualtrics. I really enjoyed seeing old friends and meeting many new ones. We have some really awesome clients!

My head is still spinning from the amazing event. Over two days, we were treated to the most incredible line-up of speakers, including […] Continue Reading…

Young Women Have Lowest Level Of Well-Being

In honor of International Woman’s Day, I decided to compare the difference in well-being across gender and age by dissecting the 2018 Temkin Well-Being Index (TWBI). I examined the overall TWBI, as well as the three elements that make up the index—the percentage of consumers who agree that they are:

Typically happy
Healthy
Financially Secure

As you can see in the charts below:

Young females have the lowest level of […] Continue Reading…

The Evolving Role of CX (& XM) Leaders

Last week I spoke at a local CXPA meeting in Boston. We had a great turnout, thanks to the great work of the planning committee and the wonderful space provided by Education First.

I led a discussion about the future of CX, which I believe was applicable to all experience management (XM) leaders. One of my key messages was that we need to think of our roles differently as we […] Continue Reading…

The Engaging Power Of Employee Feedback

Does your organization listen to its employees? I mean, really listen and act on what they say. Based on what our research has uncovered, it’s likely that the true answer is “no.” Check out some data from our recent research:

In our Q3 2018 Consumer Benchmark Study, we found that 40% of full time U.S. employees strongly agrees with the statement, “My company asks for my feedback and acts upon what […] Continue Reading…

6 Winning Lessons From The New England Patriots (For All Organizations)

The New England Patriots just won the AFC Championship, earning a trip to their third straight Superbowl. As a Patriots fan, I’m thrilled. I know that many people don’t like the team, but there’s no denying that the Patriots have built a dynasty and are one of the most dominant teams in recent history (across any sport).

How do the Patriots keep achieving success? By implementing a system that creates […] Continue Reading…

The Inextricable Link Between CX & EX

If you’ve followed our research, then you know that we’ve always viewed employee engagement as a fundamental component of customer experience.  One of our Six Laws of Customer Experience is that “Unengaged employees don’t create engaged customers.” It just makes sense. How can you possibly expect to consistently deliver great customer experience with apathetic or disengaged employees?!?!

Although the connection between customer experience (CX) and employee experience (EX) may seem […] Continue Reading…

Anyway You Say It, Happy New Year!

Gelukkige nuwejaar, Gëzuar vitin e ri, e glëckliches nëies, aam saiid, shnorhavor nor tari, yeni iliniz mubarek, bonne année, urte berri on, Зновым годам, subho nababarsho, asgwas amegas, mbembe mbu, bonne année, sretna nova godina, bloavezh mat, честита нова година, hnit thit ku mingalar pa, kung hé fat tsoi, bon any nou, xin nian kuai le, pace e salute, sretna nova godina, šťastný nový rok, godt nytår, gelukkig Nieuwjaar, felicxan novan jaron, head uut aastat, gott nýggjár, onnellista uutta […] Continue Reading…

Closing And Welcoming The Year Of Humanity

Last year Temkin Group labelled 2018, The Year of Humanity. With all of the discord and tension throughout the world, it seemed like a good time to promote the following mindset:

Embrace diversity. Recognize our differences and find ways to treat people as individuals.
Extend compassion. Tune into the condition of the people around us and care about their well-being.
Express appreciation. Proactively look for and acknowledge the positive aspects of the world around […] Continue Reading…

My 12 (XM)AS Wishes For You

Since tomorrow is Christmas, I decided to share 12 wishes for you and your experience management (XM) efforts. Here goes…

During the upcoming year, I hope that you:

Celebrate successes. It’s easy to get caught up in thinking about the next milestone to achieve, but make sure to regularly take account of the great things that you and your team have already accomplished. You’ve earned it!
Stay positive. XM professionals, […] Continue Reading…

CX Myth #6: Compensation Drives Good CX Behaviors

Many common beliefs about customer experience are misguided, based on oversimplifications or a lack of consideration for real-world constraints. In this series of posts, we debunk these myths.

CX Myth #6: Compensation Drives Good CX Behaviors
What’s Wrong: Many organizations try to drive behavior change by tying employees’ compensation to customer experience metrics. While some level of compensation tied to CX can be helpful, it is often overdone. When you overly […] Continue Reading…

2019 XM Trends From Qualtrics Thought Leaders

This is the time of year for holiday cheer, family celebrations, and, of course, listings of annual trends!

To help me identify trends for 2019, I reached out to some of the many thought leaders across Qualtrics and asked them to share one or two of the top experience management (XM) trends they are expecting to see in the coming year.

It was a great exercise. We have some amazing people […] Continue Reading…

CX Leaders’ Employees Feel Prouder & More Appreciated

If you’ve followed our research, then you’ve likely seen a strong, almost inseparable link between between customer experience (CX) and employee experience (EX). We continued to find that connection in our latest consumer benchmark.

In our Q3 2018 study, we asked 5,000+ U.S. employees to pick a word that best describes how their job makes them feel and split those responses based on how they judged the overall CX that their […] Continue Reading…

CX Myth #5: Wow Customers During Every Interaction

Many common beliefs about customer experience are misguided, based on oversimplifications or a lack of consideration for real-world constraints. In this series of posts, we debunk these myths.

CX Myth #5: Wow Customers During Every Interaction
What’s Wrong: While it may be appealing to think about creating an amazing experience every time you touch a customer, it’s just not appropriate or practical. All interactions should aim to meet your target customers’ […] Continue Reading…