My name is Greg Chapman. I’m the founder and CEO of The Pocket CMO. My firm helps CMOs and CEOs with the Customer Experience imperative – Customer Experience strategy, Customer Experience management, and methodologies to compete in today’s Experience economy. That’s what I do. In… [Read more]
It’s easy to get confused by all you hear and read about these three subjects. Sometimes the terms are used almost interchangeably in posts and articles. For a while, I thought “CX” and “Storytelling” would eventually solve every one of the world’s problems based on… [Read more]
SQM Methodology and the Customer Journey
Service Quality Management (SQM) methodology is not new. Nor is SQM necessarily associated with Customer Experience Management (but it should be…) In fact, SQM is probably more intricately linked to Business Process Management when used for problem-solving approaches. The “Five Gaps” associated with SQM are… [Read more]
Measuring Customer Satisfaction, and Brand Loyalty, with a Voice of the Customer (Voc) Program
VoC, CSAT, NPS, Listening Posts, And How They Should Be Used. Very often, I encounter brands using the NPS question in their customer satisfaction survey process, after a service visit or interaction, and they receive very high NPS scores. This is “Transactional NPS” versus “Relationship… [Read more]
Reputation Management, Social Media, Social Review Sites, and Content
As you work, over time, to continually improve your customer and brand experience, you must proactively consider your brand’s reputation in the eyes of both the B2C, B2B, and channel partner customers who you serve. This becomes even more important if you are expanding into… [Read more]
Reasons to Believe in your Customer Journey Map
What does success look like in your customer journey? That’s a question that can have two sides, and perspectives to it – yours, and the customers. However, there is common ground, where success looks the same from both perspectives. If you are delivering on your… [Read more]
Profile or Persona. It’s Not One or the Other.
When I hear businesses discuss the value of personas in their marketing strategy, I’m compelled to dig deeper and understand how the personas were developed. While personas are of great value, you can’t build a persona without first building customer profiles based on a robust… [Read more]
Does your journey map find the hurt, amplify the pain and heal the wound?
Many companies are creating customer journey maps to visualize and describe the customer’s interaction with their brand, product, or service. CJM’s are a vital component of any CX agenda. But what defines a brand has changed, rendering this practice potentially impotent in some areas. Therefore,… [Read more]
Do you have a value proposition that differentiates your brand in the eyes of your target customer segment?
Differentiation. As marketers and business people, we covet product, service, or brand distinction. Why? Because it reduces competition. It allows us to maximize our sales and profit potential. Differentiation is a vital component of any growth strategy. But how do you know if your… [Read more]
Where vocation meets avocation: The Data-Driven Cover Band
“What makes you guys different…?” Ever hear that question before, or more accurately do you think your customers ask that question of your brand frequently? Here’s a different, and fun perspective – let’s look at how we can apply data to help position and differentiate… [Read more]