6. Diary of a
Red Headed
Step Child
Volume 1
“One Swallow doesn’t
make a Spring”
7. • build it with a team
• build it to get buy in
• build it like a journey
• outside-in and inside-out touchpoints
a call centre metric isn’t a CX metric
8. bottom up
• start with a single
transaction
• aggregate up for teams,
departments & journeys
• create personal
connections to the number
• choose what’s important
and how important it is
9. write you own rules and don’t break them
• sample size
• sample distribution
• data – decide what’s in and what’s out
10.
11. Diary of a
Red Headed
Step Child
Volume 2
“The Ultimate
Question”
12. rule of three
• satisfaction
• effort
• net promoter
• market
• industry
• transactional
13. composite thinking
• cx is meeting needs
• recommend is an action
• effort is an experience
• satisfaction is a feeling
18. Open Rates
regression
“Regression analysis helps one
understand how the typical value of
the dependent variable (or 'criterion
variable') changes when any one of the
independent variables is varied, while
the other independent variables are
held fixed.”
• we all need something
from an experience
• our needs overlap
• experiences are
composites of
these needs
• regression is the
scientific calculation of
importance of these needs
• based on previous trends
23. combo meals
• combine your research tools
• use one in tandem with others
• qual & quant – know the difference
24. it’s a moment to engage
• great surveys close the loop
• great surveys show you care
• great surveys reduce churn
25. Diary of a
Red Headed
Step Child
Volume 5
“But wait, there’s
more”
26. creative & language
do engaged customer answer surveys, or do surveys
engage customers?
• track and follow trends
• not just your brand on survey (monkey)
• great surveys stand out – yours should too
27. never forget your ex
know your customer – that’s
all good and well, but do you
know your employee?