Five Reasons Why Personas Work—and Three Tips to Begin Using Them

Five Reasons Why Personas Work—and Three Tips to Begin Using Them   Discover credit cards has a series of commercials where the people calling customer service are talking with a mirror image of themselves. The commercials all end with the tagline “We treat you like you'd treat...

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Lead or Follow? How a Future-State-First Strategy Enables Customer Experience Innovation

Are you giving your customers what they want? What if they don't know what they want?   That's not a brain teaser. Instead, it highlights one major reason why companies should seriously consider skipping a current-state analysis for their journey maps and go straight to future state...

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Use Empathy to Improve Your Customer Experience Strategy

Innovate or die.   While reality in the realm of customer experience professionals might not be quite that stark, there’s plenty of hubbub these days about innovation. The truth is that both the pressure for innovation and the ambition to innovate is at an all-time high.   There’s evidence...

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