CX Myth #2: You Need A 360-Degree View of Customers

CX Myths: Debunking Misleading Beliefs About Customer Experience

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 #2: You Need A 360-Degree View of Customers

What’s Wrong: If companies had an unlimited set of resources to plow into their customer insights efforts and an equally unlimited number of people prepared to take action on those insights, then shooting for a 360-degree view of your customers would be viable. But this is not the case for most organizations. So striving to understand everything about every customer (360-degree view) pushes organizations to over-invest in data and squeezes out the critical focus on taking action on the insights.

What’s Right: Organizations need to focus their insights efforts in areas where they are prepared to take action. Rather than aiming for a 360-degree view of all customers, organizations would be better served with a more targeted approach, focusing their insights investments on understanding key customer groups during specific parts of their journeys.

What You Should Do:

  • Separate the notions of Detect and Diagnose, which are two parts of the Six D’s of a Voice of the Customer Program. You can track the high-level feedback from a large number of customers (“Detect”) and then use those insights to identify areas where you should dig deeper to drive action (“Diagnose”).
  • Identify the actions that your organization is prepared or willing to take based on customer insights. This includes items across all four action loops: immediate response, corrective action, continuous improvement, and strategic change.
  • Define the target customers that you need to understand in order to support actions. This should include the type of customers and the specific stages of their journey that you’re most interested in understanding.
  • Make it as easy as possible for people across your organization to use the insights. Tailor the information to the specific ways that people in your organization make decisions. Minimize the requirement for non-analyst users to interpret and manipulate the data to uncover actionable insights.
  • Whenever you’re presenting customer insights, try not spend more than 20% of the time discussing data. Use the majority of the time talking about what the data means,  implications, opportunities for improvement, and next steps.
  • Help stakeholders across your organization understand new and more impactful ways that they can use customer insights to drive action. They may not immediately understand how to best use insights, so you may need to help them evolve through seven stages to a data-centric mindset.

The bottom line: Focus on developing the most actionable insights.

Republicans & Trump Fans Have Highest Level Of Well-Being

Temkin Group has been using the Temkin Well-Being Index (TWBi) since 2012 to track the overall quality of life for U.S. consumers. The TWBi is based on a survey of 10,000 U.S. consumers in January. The overall index is an average of three measurements representing the percentage of adults (18 and older) who agree with these statements:

I am typically happy
I am healthy
I am financially secure

In our Q1 2018 […] Continue Reading…

Propelling Experience Design (Infographic)

In the report Propelling Experience Design Across An Organization, we examine how companies can best use a very important skill, experience design. This infographic provides an overview.

Here are links to download different versions of the infographic:

Infographic: in .jpg format
18″ x 24″ poster: in .png format

Here are some of the reports with data included in the infographic:

Propelling  Experience Design Across The Organization
2018 Temkin Emotion Ratings
State of CX […] Continue Reading…

CX Myth #1: The Customer Is Always Right

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 #1: The Customer Is Always Right
What’s Wrong: Like all human beings, customers aren’t always right. They sometimes complain when the company did nothing wrong, request things that the company can not or should not provide, and periodically just make mistakes.

What’s […] Continue Reading…

The Six Key Traits of Human Beings (Video)

One of the most important – but often forgotten – elements of customer experience is that it’s all about human beings. Customers are human beings, employees are human beings, and executives are human beings. This video identifies six key characteristics to keep in mind whenever you’re dealing with all types of people.

This video is a great introduction to a discussion with your team. That’s why we’ve created a CX Sparks […] Continue Reading…

Collage of 2018 Customer Experience Infographics (So Far)

We’re always looking for ways to share interesting data and concepts, so we regularly publish parts of our content in infographics. In case you’ve missed any of them, here’s a collage of the infographics that we’ve already published this year.

Here are the individual infographics:

Six Laws of Customer Experience
Mastering Customer Experience Metrics
Building A Strong Voice of The Customer Program
Online Training For a Customer-Centric Organization
Humanize Customer […] Continue Reading…

Report: Employee Engagement Competency & Maturity, 2018

We just published a Temkin Group report, Employee Engagement Competency & Maturity, 2018. Here’s the executive summary of this annual review of employee engagement activities, competencies, and maturity levels for large companies:
To understand how companies are engaging their employees, we surveyed 178 large companies and compared their responses with similar studies we’ve conducted in previous years. We also asked survey respondents to complete Temkin Group’s Employee Engagement Competency & Maturity […] Continue Reading…

2018 Temkin Emotion Ratings: Wegmans Earns Top Spot

Emotion is one of the three components of a customer’s experience (along with success and effort), so it’s a fundamental element for companies to track. In this post, I examine the eight annual Temkin Emotion Ratings for U.S. companies. It’s one of the components of the overall Temkin Experience Ratings, the open standard CX metric.

In January 2018, we surveyed 10,000 U.S. consumers about their experiences with companies. We used that […] Continue Reading…

CX Leaders Demonstrate Higher Levels Of Humanity

Hopefully you already seen that Temkin Group has called 2018, The Year of Humanity. We’ve been focused on finding ways to help people increase humanity as individuals, as CX professionals, and as a collective community.

In our latest survey of CX professionals, we asked respondents to estimate how often employees in their organizations demonstrate three traits of humanity:

Embrace diversity. Recognize our differences and find ways to treat people as individuals.
[…] Continue Reading…

What is Net Promoter Score? (Video)

Net Promoter® Score (NPS®) is one of the most popular CX metrics, so we are often asked to discuss it with clients. In addition to helping build successful NPS systems, we often provide a basic overview for executive teams and broader audiences of employees. That’s why created this video. It’s meant to explain what NPS is all about and why it may be a valuable approach for some companies. It’s […] Continue Reading…

Purposeful Leadership Lessons From Coach Brad Stevens

In case you missed it, I’m a huge Boston sports fan. So it feels great to write a post that combines one of my favorite teams with one of our Four CX Core Competencies.

I’m focusing on the leadership style of Brad Stevens, coach of the Boston Celtics. I’ve been a fan of Stevens since he was a coach at Butler University. He smart, confident, and seems to understand how to […] Continue Reading…

2018 Temkin Effort Ratings: Wegmans Earns Top Spot

Effort is one of the three components of a customer’s experience (along with success and emotion), so it’s a fundamental element for companies to track. In this post, I examine the eight annual Temkin Effort Ratings for U.S. companies. It’s one of the components of the overall Temkin Experience Ratings, the open standard CX metric.

In January 2018, we surveyed 10,000 U.S. consumers about their experiences with companies. We used that […] Continue Reading…

The Employee Engagement Virtuous Cycle (Video)

Why should you care about Employee Engagement? Because it fuels a virtuous cycle that drive customer experience and business success. Take a look…

Video Script:
Did you know that engaged employees are really, really valuable? Temkin Group’s research shows that when employees are highly engaged, they are much more likely to behave in ways that help your organization:

They stay late at work if something needs to be done
They help […] Continue Reading…

Six Laws of Customer Experience (Infographic)

The most dowloaded content that I’ve published is our free eBook, The Six Laws of Customer Experience. It’s been translated into many languages and read by 10’s of 1,000s of people. It continues to be very popular because it uses simple language and concepts to describe what we call “the fundamental truths about how organizations treat customers.”

We’ve developed an updated infographic that brings the laws to life. If you like […] Continue Reading…

Introducing The Temkin Customer Success Index

Over the last few years, many B2B organizations have created customer success organizations that focus on ensuring that their clients are happy. These companies are realizing that customers aren’t just buying their products, they’re making purchases with the expectation that they will achieve some value from the provider’s products and services.

As I discussed in a previous post, many customer success organizations still look a lot like old-fashioned account management […] Continue Reading…