Tag Archives: Su Doyle

Top 5 Customer Service Blog Posts of June 2021

Businesses have begun to resume their operations normally and in many countries, lockdown restrictions are gradually being lifted. The month of June has proven to be blissful as it feels like the pandemic has been controlled to a commendable extent. The improvement and progress of CX during the month also caught my eye.

Analysts and experienced professionals shared their insights regarding the future of CX and how it could be improved further. So, for me, the reads for June were very interesting. I was hooked to my laptop as I could not decide which top 5 CX blog posts of June 2021 I should choose.

These are my top favorite 5 picks; I am attaching the link for each so you can explore all these further. Happy Reading!

The Only Terrible Business; Poor Customer Service

Many companies squander money on product management and brand identity but what they fail to realize is that running a successful business is a multi-faceted job and perfecting the product is just one part of it.

Eivind Jonassen pens down an insightful post explaining how many companies ignore the significance of customer service and therefore fail in delivering a seamless customer experience. A recent study has revealed that in the United States alone, businesses lose around $700 billion in revenue due to substandard customer service.

The paradox is that 80% of companies believe that they offer superior customer service, but only 8% of customers believe the same. While a chatbot can help, it has not proven to be a revolutionary weapon in solving the customer service crisis. This significant discrepancy in customer satisfaction and customer perspective has been a major reason for collapsing figures of customer retention.

The consequences imposed by not delivering the expected customer service can be immensely expensive. Attracting new customers can cost 6 to 7 times more than retaining an existing loyal customer. Only a 5% increase in customer loyalty can make existing customers 95% more profitable. These figures reveal how crucial it is for businesses to turn their dissatisfied customers into happy ones by investing wisely in delivering superior customer experiences.

80% of a company’s future sales come from 20% of the existing customers. Today customers covet a more personalized experience; they do not want to communicate with a robot or have a scripted dialogue with a CX representative. Establishing a contact center can significantly improve customer’s dialogue and channel seamless communication.

The Futuristic Approach to Ideal Customer Service- Conversation

Now, this may seem awfully ordinary to say that future of customer service is conversational, but Paul Adams explains in this post, a summarized edition of Blake Morgan’s podcast, business communication will now follow this path. Earlier, experts identified the significance of transforming customer service into conversational but they failed to execute it.

Paul Adams explains his theory well in this post and explicitly discusses the path on which customer service is steering. Adams mentioned how platforms like WhatsApp, Facebook messenger, and WeChat have become the preferred channel for people to communicate at. This fundamental change has revolutionized the business world.

Many companies are still stuck on conventional modes of communication like phones and emails. But applications like messenger are more accessible, cost-effective, and they offer customers the convenience of self-service. This makes them more independent and in control of how they communicate with your brand.

Adams proposed his model of future customer support that consists of the following three layers:

  • Human Support – This support is offered when issues are more complicated and a personalized service needs to be offered.
  • Proactive Support – This gravitates around checking up on customers and addressing any concerns or issues before they even arise. This outbound messaging falls under the category of being cautious or one step ahead.
  • Automated Self-Service Support – This option allows customers to reach out to businesses at their convenience. They do not have to wait long hours before they could get in touch with brands and they can communicate easily.

Customer Confidence- A Holy Grail for Customer Service

Annette Franz frequently talks about customer confidence and customer trust. She believes that restoring a customer’s confidence can help companies win at customer service. In her compelling post, she constantly talks about earning customers’ trust, because that is the key to unlocking customer success. If customers trust a brand, they will remain forever loyal to it.

Annette defines confidence as a belief in being able to rely and depend on someone. Loosely translated, confidence stems from trust. She then defines trust as

a firm belief in the reliability, truth, ability, or strength of someone or something”.

Therefore, it is safe to assume that these two sentiments are insanely similar.

She forms a link that a brand’s promise sets customer’s expectations, and these expectations are aligned with trust. So, trust and confidence are restored when brands make a genuine commitment to customers and deliver that promise.

She even adds pointers from her previous posts that streamline to the same concept:

  • Be transparent with all your customers; not just with your shareholders. Customers drive your business not the company owners.
  • Trust is earned only through transparency and integrity
  • Be authentic. Be True. Be real
  • Act with integrity and not only in financial matters but in all dealings pertaining to customers and employees.
  • Always have the best interest of employees and customers at heart, ahead of shareholders
  • Do not compromise your integrity; be fair, be just, and make sure all your practices are reliable and ethically correct.
  • Do not take advantage of customer vulnerabilities or act opportunistically.
  • Make sure that deviations in customer experiences are low, at a minimum. Be predictable and consistent in delivering good and honest customer service.

Create a Better Customer Experience Via Reducing Complexity

Initially, if you begin reading this post, it may seem a little generic. Although, when you start reading about the 10 practical suggestions, how to realize how insightful and wise Ricardo Saltz Gulko is. This detailed, yet accurate post is the perfect guide for any customer service representative. It offers companies the top 10 tips to follow to fashion a seamless customer experience.

And the ideal experience stems from reduced complexity. So, to eradicate complexity, all companies have to do is:

  1. Employ the WSJF Prioritization Model – the Weighted Shortest Job First model from Agile helps in assessing the associated risks, customer and business value, and cost of delay expended on each designed feature.
  2. Integrate KPIs when experimenting with different functionalities – It is always better to play safe with proven empirical results. Attaching a KPI metric with a feature to monitor its progress, adoption, and usage is always smarter and better.
  3. Review Budget – It is important to keep costs and budgets under constant review to ensure no financial imbalance occurs. A regularly revised budget allocation helps in dismissing features that have high costs and low returns.
  4. No Overloading – Overwhelming customers when they are already under stress, like during pandemics, is always a major red flag in customer service. The department exists to make things easier for customers and reducing the infuriating complexity.
  5. Connect Emotionally with Customers – Companies should often collaborate with teams and customers and keep them engaged in the decisions of the company. This makes them feel valued and included.
  6. Prioritize VoC and VoE – Voice of employee and customer are both integral in keeping the brand functional. Incorporating their feedback in designing prototypes can help improve customer service.

These are the top points discussed in the posts; explore the post further to read the rest.

Collaboration is the Secret Weapon to Accelerating CX Transformation

Posts by Forrester are always loaded with information and shrewd vision from highly educated and experienced analysts from around the globe. Their perspectives on improving CX are truly inspiring and highly effective.

This riveting post by Su Doyle also offers compelling insights on how CX transformation can be expedited via collaboration. Su studied several high-functioning companies and teams to see what is that they do differently that earn them a lot of recognition and admiration from customers.

She deduced that such companies implement certain collaboration strategies like:

  • Creating an insights engine – Collaborate with marketing teams and acquire relevant data to monitor even minor changes in customer behaviors. This way you could transform your insights into a competitive advantage by acting accordingly on changing customer behavior.
  • Incorporate CX vision into daily activities – Try to embed CX into everyday behaviors on the frontline service as well as the back office. This way it will become a vital part of the company’s culture and will etch to the brand identity.
  • End Silos – Partner with cross-functional shareholders and keep everyone in the loop. This will result in win-win opportunities for both, customers and the company. This emerges from the foundation of believing in creating a better life for the customers.
  • Customer-Centric Improvement – Team up with operations and Lean Six Sigma teams to optimize the processes and stimulate a continuous improvement loop.
  • Attract New Customers – Let innovation fuel the company’s growth; do not be afraid to incorporate your creativity. Partner with all internal departments and perfect the purchase and customer experience journeys. Let the sales be your Holy grail.


I hope you all enjoyed my favorite picks for the top 5 CX blog posts for June 2021. I would love to know which one was your favorite so feel free to share your thoughts in the comments below. If you want to get featured, share the link to your posts and I will share it with our audience.

I cannot wait to witness the future of CX because the rate at which it is growing is truly awesome. Let us see what CX has in the store for us next. I will bring some more riveting, juicy CX posts for you next month too. Till then, enjoy reading these.

Recent CX Blog Posts Worth Reading

We are witnessing history being made. In this age where a pandemic has taken over almost all functional units of the world, it is truly remarkable to see how well companies are managing their affairs. I have browsed through a healthy portion of CX blogs to shortlist the top 5 CX blog posts from April 2021, and I can confidently claim that almost all of them were packed with savvy information.

But, to keep you interested in the CX arena without boring you, I have picked out my five favorite posts. I have discussed the gist of each post. I have also attached a link so you can further explore each post in depth. So, let us get started!

1.    Learning from the Customer Experience Gurus Themselves

Over the course of years, I have come across many CX blog posts that are structured on the mere understanding of the overarching concept of delivering seamless customer service. But what caught my eye while I was reading this riveting post, written remarkably by the expert herself, Jeanne Bliss, was that it was a compilation of the most insightful advice of well-reputed customer experience leaders.

Firstly, she shares the lesson taught by Chip R. Bell. He emphasized how crucial the element of truthfulness is in building trust between the organization and the customers. He talked about how cultivating a transparent environment in the organization exudes safety and fairness. It develops a culture where customers can easily depend on the organization.

Next, she mentioned how Joseph Michelli harnesses change. She quoted Joseph on how change is an irrevocable and inevitable constant that will happen. The appetite of customers will change, and they will crave something new, and more delicious. And that is where the CX leaders need to learn, how to harness the power of technology and use it to their benefit.

Then she discusses the insights of Jay Baer. Jay explores a very rare but crucial perspective that precludes prospective customers from delving into a long-term commitment with firms. He outlines how companies only reward their loyal customers by giving rewards and engaging them in clubs. But people who are not their customers yet, are blatantly ignored.

Finally, she discusses Adrian Swinscoe’s views. He compares customer service to a sports team and referred to customers as players. He said that a good and considerate coach keeps a check on all players and makes sure that everyone is interested in playing the game.

2.    Are Emotional Metrics the Best Measure of Actual Customer Loyalty?

Many brands have laid great focus on the conventional behavioral metric, they have spent ages trying to perfect these metrics to comprehend, track, and analyze the behavior of customers to deliver precisely what they seek.

But in this post, Mary Pilecki proposes a thought-provoking question; can emotional loyalty metrics be used to measure customers’ actual loyalty? She also discusses the convincing reasons to answer this question.

She raises an important point that both the metrics: behavioral and emotional, must be dealt with together to measure true customer loyalty more accurately. Loyalty is more vastly concerned with how the consumer feels about a particular brand. But marketers find those metrics more useful that offer information regarding purchase behavior, the effectiveness of sales strategies, and retention. And this is elaborated on by behavioral metrics.

But these metrics do not help us in understanding why customers are drawn to a certain brand and why they continue to shop there. So, when the combination of both metrics is studied, the growth of CX is accelerated and this helps customer experience leaders to perfect their customer services. It is pertinent to delivering an impeccable customer service experience that one has a complete understanding of why a consumer is loyal and how their loyalty can be retained.

Emotional metrics are more profound and diverse than a single NPS score. The mere results of a customer satisfaction survey cannot determine how satisfied and happy the customers are with the brand’s services.

Brands should often conduct sentiment analysis, obtain feedback via call centers, and widen the breadth of data used to make important customer experience decisions.

3.    Why Customers Behave like Chameleons?

This interesting post is entirely based on the interview with the customer experience legend, Michael Solomon. It is conducted by Adrian Swinscoe and the complete post is a condensed version of the chat.

Michael is not in the favor of the broad idea that is market segmentation. He believes that it is a traditional strategy that is obsolete in modern market dynamics. He has introduced this metaphor where he related customers to chameleons. He capitalizes on the fact that customers change their behavior as they are exposed to new environments.

Customers have this wide variety of brands in front of them, and from that tray, they pick and choose the brands that speak to them, the brands that offer personalized and empathetic experiences. These inherent attributes of the brands resonate with the personalities of the people and based on those mutual interests and qualities; customers stick to certain brands.

He quotes a wonderful saying, “each customer is actually many customers.” This quotation perfectly encapsulates the analogy that is discussed in this post. Customer experience is a tricky game; you have to reach an inflection point; here you are giving customers sufficient options to choose from, but the number is not crazy large that you are unable to accommodate the desires of consumers.

He also added another dimension to his conversation. Adrian talked about perfecting the online experience for customers. He elaborated on how we are heading in a modern, and technologically structured age and digitalizing all departments is no longer a luxury, but a necessity.

4.    CX Leaders Are Invincible

Forrester is one of my favorite sites. I always love to explore what new they have cooked up on customer experiences; this site always manages to deliver insightful and compelling CX strategies that can help every organization grow. Similar to their agenda, this succinct and brilliant post by Su Doyle is another great example of how Forrester is leading all CX professionals to the right path.

In her post, Su Doyle discusses how CX leaders have the opportunity and the responsibility to instigate the company’s growth. She highlights a major and awfully common issue: the vision of the CX leaders and CEO does not often align. This can have a grave impact on budgets, staffing, and the overall culture of the organization.

But we have to realize that CX leaders are the greatest asset, they bring in the customers. CX leaders can even leverage their impeccable empathy and communication skills to interact with the C-suites. This way a more wholesome and seamless customer experience can be crafted, as the entire team will be on board.

The C-suites benefit greatly from the deep customer research conducted by the CX leaders. This way, they can connect with the audience better. Together these two teams can map prospect journeys and can integrate the customers’ feedback in the designing process. This well-lubricated process ensures that customers get along with both, CX leaders and the C-suites. This is vital to the growth of the business.

This is an exciting time to prioritize CX. Many brands are using CX as a weapon to accelerate their growth. Kroger made effective use of the consumer data they obtained and used it to achieve 15% growth in sales in their third quarter.

5.    A Guide to Building a Customer-Centric Culture

This excellent post by Ganesh Mukundan explicitly talks about how all brand around the globe is gravitating towards an ideology; customer-centricity. This popular concept has made its eminent place in the vision and mission of all brands.

Ganesh defines customer-centricity as not just a closely bounded idea that is concerned with delighting customers. It is a more profound and wider concept. It means that the customer is in the center of all the operations and matters of the business. It is long-term and it hints towards a strong relationship between customers and the organization.

Customer centricity is a way of life, it is a culture; not a technique that could be integrated at convenience. Ganesh mentions some strategies via which the brand can become more customer-centric.

  • Begin from the top – This means that the top management should be educated about how to deal and communicate with the customers. They should be aware of which decisions are to be made and which strategies are to be implemented that make the organization’s culture customer-centric.
  • Channel Empathy Across the Company – Empathy is the key to customer-centricity. If all employers, irrespective of their department, exercise empathy, the customer experience will itself transform into the best one. If everyone is motivated to be kind to customers and understand their issues with patience, customer centricity can be established.

This whole post talks about different strategies and which in which customer centricity can be cultivated.


The top 5 CX blog posts from April 2021 contribute to our understanding of the quickly changing scenario. The way all brands, all companies, and all CX experts are managing to drive the businesses in these tough times is truly awe-inspiring. These people are tenacious and resilient, they did not let a global pandemic, that initially wreaked havoc on the markets, does much damage to the customer experiences arena. Customers are more satisfied than ever as they see CX leaders connect with them emotionally.

In these crises, people are standing right beside each other and are supporting one another endlessly. These were my favorite picks from April, but it was challenging to narrow my recommendations to just five as I came across many riveting posts.

If you have any of your post to share, or any views and comments, please share with the audience. If you want to be featured, just drop a link below and I would love to read your views on the CX strategies. Till next month, I hope these exemplary posts will keep you busy!