Sooner or later every CX program has to justify a feature, process change or investment, and the only honest way to do it is calculate the customer lifetime value and weigh it against the cost. Here's a working definition of CLV, the formula, the assumptions that wreck it in practice, and how to handle cost uncertainty and future-purchase uncertainty without inventing numbers.
US industry has spent USD 800 million a year on customer satisfaction for a decade, and the American Customer Satisfaction Index has barely moved. That's because satisfaction isn't the goal, loyalty is, and loyalty needs a different program. Here are the five steps to building a customer feedback program that actually moves the business, starting with linking loyalty to a financial outcome.
Contact centre projects move fast, and documentation gets treated like overhead, right up until something breaks and there's no audit trail. Here are the eight document types that matter (risk plan, change plan, comms plan, agendas, minutes, tasks, issues, project plan), and how to scale each to the size of the change so nothing's over-engineered.
Post-call IVR surveys are everywhere because they're easy to set up and produce agent-level scores. The catch: response rates are dismal, the channel cuts off mid-sentence, and the data quality suffers. Here's the honest pros-and-cons comparison against email/web surveys, with a checklist of things you must get right if you're going to use IVR anyway.
Most teams think they have a clear view of their customer journey, until they sit in a room together and discover everyone's view is different. That's why journey mapping workshops work. This long-form guide walks through the B2B journey-mapping process step by step, from problem identification through implementation, with the practical detail to run the workshop yourself.
In B2B, a single misunderstood interaction can quietly end a relationship that took years to build. The fix isn't a heroic intervention, it's a steady commitment to learning what's not working. Here are four approaches that consistently improve customer interactions, drawn from years of B2B feedback data.