Jeanne Bliss is the Founder and President of CustomerBliss, and the Co-Founder of The Customer Experience Professionals Association. She pioneered the role of the Chief Customer Officer, holding the first-ever CCO role at Lands’ End, Microsoft, Coldwell Banker and Allstate Corporations. Jeanne is also the author of the groundbreaking book, Chief Customer Officer which quickly became a bestseller and has been translated into eight languages. Her second book, I Love You More than My Dog: Five Decisions that Drive Extreme Customer Loyalty in Good Times and Bad, was also a bestseller and translated into five languages. Her latest book, Chief Customer Officer 2.0 (Wiley) was published on June 15, 2015.
Hi Jeanne! Can you tell us how you got into CX and why you find the space so interesting?
I have been in CX my entire career. In 1983 at Lands’ End where I was the first leader of the Lands’ End Customer Experience for founder Gary Comer, we mapped the touchpoints and began building what we called the “pixie dust” moments.
Recently we’ve seen a massive increase in the importance of CX why do you think that is?
Over the last years, CEOs have asked their companies to be customer focused with varying and few sustainable results. There is now an appreciation by CEOs, that to sustain and grow, a company must embed competencies and skills to be deliberate about their customer experiences.
This must go beyond asking for commitment and then waiting for each silo to independently take action.
What do you think will be the main CX trends this year?
The ‘you know me’ experience is a priority for customers in both B-B businesses and B-C businesses, and must be a priority for companies to grow. This means knowing and connecting the interactions and data from across your data and silos to know and honor and respect your customers – for who they are and for what they mean to your business. This is putting ‘big data’ to work past the presentations – to change the operation and behavior of the business.
What’s the best piece of advice you can give a business trying to improve their customer experience?
Start with knowing the growth or loss of your customer asset, then simply draft the stages of your customers’ journey – from your customer’s point of view. Then STOP, unite and change leaders’ behavior to know and honor that you are growing or losing customers. And change their accountability from silo report out to accountability to customers’ lives. Then break the work into bite size and achievable pieces. But know that leadership behavior must be a part of this transformation. Without it, the work is just red-yellow-green project plan and dots showing project – you’re not changing how you lead for customer-driven growth.
Find out more about Jeanne and CustomerBliss at www.customerbliss.com
Download our new Customer Feedback E-book for the complete guide on how to engage with your customers, collect feedback and act on insights: