M4 Comm Value of Desk Research

How CX Teams Can Get the Most Value from Desk Research

When CX teams conduct customer and user research, they use everything in their tool kit to understand customers and this understanding informs on the decisions they make to improve customer experiences. Qualitative and quantitative research make up this understanding. There are two components to this research - desk, or secondary, research and primary research. Desk [...]
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Five Customer Experience Trends to Watch for in 2022 M4 Communications

Five Customer Experience Trends to Watch for in 2022

Welcome to M4 Communications' Five Customer Experience Trends to Watch for in 2022. As we normally do before we dive into this year's trends, we take a look at the state of Customer Experience last year. EPSON scanner image State of CX in 2021 2021 was about issues in the supply chain. The only thing [...]
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m4comm Treat Every Day as CX Day

Why We All Should Treat Every Day as CX Day

The 7th annual CX Day is on Tuesday, October 1, 2019. It's always an exciting time for me because it's when we celebrate customers, the customer experience (CX) profession, and each other. Last week, I was a guest on a twitter chat and I said just that, and we should treat every day as CX Day. [...]
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railroad tracks for customer experience and customer success

2018: The Year Customer Experience and Customer Success Converge

This week, I read an online comment that Customer Experience is a part of Customer Success. Customer Success professionals believe customer experience is a subset of customer success. Customer Experience professionals believe customer success is a subset of customer experience. Each discipline has its own idea. The Customer Experience vs. Customer Success debate has been an interesting [...]
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focused-on delighting-customers

Focus First On Meeting Customers’ Needs, Not on Delighting Customers

I heard someone say recently that delighting the customer is the same as meeting a customer's needs. That is incorrect. By definition, delighting customers means exceeding their expectations. That's different than meeting customers' needs. I understand why they would think the two are interchangeable. Being able to delight the customer is the holy grail of the [...]
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Great customer experiences_m4comm

Direction Plus Planning Leads To Great Customer Experiences

I consider myself a student of life. I always want to be in learning-mode so that I can improve and can continuously add value to those I help: clients, potential clients, and colleagues, to name a few. As Carol Dweck notes, in her amazing book, Mindset, that’s the growth mindset—changing, growing, and stretching oneself through [...]
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m4comm_win/loss analysis

How To Conduct Win-Loss Analysis To Achieve Strategic Growth (Part II)

In Part I of "How To Conduct Win-Loss Analysis To Achieve Strategic Growth", I discussed the pre-interview and interview phases of Win-Loss Analysis. The post-interview phase is the most important element of the Win-Loss Analysis process. During this phase, you will gain insights on how to actually improve your processes, and as a result, better [...]
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m4comm_win/loss analysis

How To Conduct Win-Loss Analysis To Achieve Strategic Growth (Part I)

I have been involved with Win-Loss Analysis from the product and sales sides since the mid–1990’s and have written about the subject since 2009. To this day, I do not understand why more companies aren’t conducting win-loss interviews, analyzing results and implementing lessons learned. When I speak with companies, many think they know the answers [...]
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Why Customer Experience Requires a Mindset Shift

Why Adopting A Customer Experience Mindset Is Key

On October 7, 2014, Customer Experience (CX) professionals celebrated #CXDay for the second year in a row. The event, put on by The Customer Experience Professionals Association (CXPA), is an all day celebration of Customer Experience around the globe. It brings together companies and people that are creating great experiences for customers. Where Does Customer Experience Fit? [...]
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How To Get Great Testimonials

Seven Ways to Get Great Customer Testimonials

I recently asked a marketing director about customer testimonials on his company website. He openly said, "The testimonials aren't real, I made them up. Everybody else does it, so why can't we?" My second thought, after "Two wrongs don't make a right," was "Aren't you in the business of building trust? What does that say [...]
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