Understand the Customer Archives

Integrating Service Quality, CX Metrics, Design Thinking, and Empathy into the Customer Experience Ecosystem.

April 24, 2025

The lexicon of Customer Experience Strategy and Management can sometimes be perceived as anecdotal, and “unscientific.” Frequently, terms like “experience,” “journey,” and “empathy” are used conversationally by business leaders, but not used as descriptors of true business disciplines. Customer Journey Maps – one of the… [Read more]

SQM Methodology and the Customer Journey

June 26, 2020

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

February 24, 2020

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]

"Greg Chapman is a very effective marketer, consultant, and adviser. He has a deep knowledge of marketing strategy, customer experience, and team and organizational behavior. He easily creates rapport and nurtures it through time. As a result, he can create and maintain a strong personal network from which he can draw information and use to drive consensus. I marvel at how subtly he leads people and teams through indirect means to create momentum and accomplish his goals. I expect to continue to work with Greg and encourage anyone considering using his service to engage him and explore what he might accomplish for you. His work with customer experience transformed our organization and improved student satisfaction with the education experience."
Tom McCarty Chief Marketing Officer, Bridgepoint Education
"Greg brought great business instincts to our relationship and provided the critical insights that every company needs to understand their clients or customers, and how to effectively reach them. Greg was an invaluable resource to our planning, and his approach enabled us to effectively execute. With Greg’s vision, we continue to experience a strong growth trajectory."
John D. Milikowsky, Esq. Owner, Milikowsky Tax Law
"I engaged The Pocket CMO to drive the development of a new Vision, Mission and Values build out for our Casino & Resort. Greg's process was instrumental in helping to align the leadership team to the new MVV and culture. His leadership also helped drive developmental efforts around Strategic Objectives, Value Proposition, and Change Management and Communications activities. We moved quickly to a customer journey mapping process to put the customer experience at the center of these efforts, under Greg’s guidance. Throughout the process, Greg was a trusted business advisor to me and my leadership team."
Tom McCartney McCartney Hospitality Services
"We hired Greg to help us get to the next level. His tools and strategies are easy to understand and extremely effective. We were not fully finished with our work with Greg when we submitted our marketing package to a radio network. We really did not expect to hear back from them anytime soon, but within the SAME day, their marketing person responded. We are now in negotiations with a radio station and our show will be on 90 syndications with a weekly audience of 3-4 million people. This is all due to our work with The Pocket CMO. We feel very fortunate to have been able to have this experience and work with Greg!"
Laura Van Tyne and Tina Erwin Co-Hosts of The Karmic Path
"I was both a colleague of Greg's at Provide Commerce and a client at Hyperloop One. As a colleague, Greg was instrumental in helping to guide my Gifts.com team in developing our Mission, Vision and Brand Value Proposition, as well our Segmentation efforts. The output served as the foundation to our overall Gifts.com strategy and roadmap that resulted in us growing 80% YOY within two years. So it was an easy decision when I was at Hyperloop One to bring him in as a consultant to help the team distill down to a cohesive Mission and Vision that galvanized the internal team, and also helped inform our external presentations to various stakeholders."
Kimberly (Cieslak) Salzer Growth Executive, Brand Strategist, Connector, Start-Up Advisor & Investor
"Greg and his team provided actionable deliverables with their customer journey process. Their understanding of how to develop and implement strategy was extremely beneficial to our corporate planning."
Kirk Mulligan Senior Vice President, Business Strategy & Development at OneRoof Energy, Inc.
"There simply isn't a better customer experience optimizer. Greg Chapman's process for customer journey mapping quickly unlocks marketing efficiency and sales productivity strategies for medium and large size organizations. Greg will help you find out where your business is missing opportunities in its interactions with clients."
Doug McQueen President, Target River

Understand the Customer

Greg has held leadership roles in these companies

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