On this episode of The CX Show, our co-founder and CEO, Dan Michaeli, sits down with Jim Tincher, Founder and ‘Journey Mapper in Chief’ of Heart of the Customer, a company that specializes in customer journey mapping headquartered in Minneapolis, Minnesota.
Jim defines customer experience as the overall experience customers have with you across all touchpoints and even beyond. It typically begins in the call center and extends to the company website, apps, your sales representatives, your advertising, and all the different touchpoints a business has with their customers. To take it a step further, Jim says that customer experience is broader than just the deliberate interactions a customer has with a brand, it includes everything that impacts your business, including backend policies. In other words, the perception of the company through the customer’s eyes is also part of the experience.
One particular project that was highlighted in the podcast was Jim’s work with Meridian Health (now Hackensack Meridian Health.) The problem that Meridian was facing was understanding the advanced radiology journey (CT scans, ultrasounds, and MRIs) and what that looked like. They wanted to improve that experience in order to build more customer loyalty, because the patients loved the hospital itself, but they were not necessarily choosing them for radiology. Once Jim and Heart of the Customer had worked out a customer journey map with Meridian, the hospital was able to implement a system where they let their patients voice their concerns and opinions and encourage them to take the wheel on their own personal journeys.
When asked about the future of customer experience, Jim said he believes that the future of CX is not surveys or NPS, but instead, it is better internalizing your customers’ emotions and linking that back to the business. In addition, the future of CX is really about action, rather than focusing on reporting information, businesses need to be driving action to improve the overall customer experience.