4 Customer Experience Measurement Framework Must-Haves

Posted by Linda Ireland

Mar 27, 2014 9:12:00 AM

Dear Airline Executive:

You may have noticed the Wall Street Journal’s latest rankings of airlines for 2013 using data from FlightStat and the Department of Transportation.  (If not, you can find the chart below and the post  here.)    Interesting isn’t it?  You may applaud it or be discouraged by it.  I employ you to do neither because it doesn’t tell a story you should act on.

Topics: Customer Experience

In Customer Experience Work, Segmentation or Personas?

Posted by Linda Ireland

Feb 26, 2014 4:19:07 PM

segmentation personasThe answer is not a simple as you may think.  We must first be clear about the differences between segmentation and personas and in which scenarios they are used.
Segmentation divides a large, aggregate, and seemingly homogeneous marketplace into clearly and quantitatively defined groups of buyers.  Customer needs or desires, ability to buy, and locations are some of the variables that can be used to segment a market. More advanced models include detailed psychographic variables like lifestyle and values. Segmentation is a quantitative breakdown of a market.

Topics: Customer Experience, What We Hear

Taxi Cab Change Lessons: The Ideal Customer Experience Attitude

Posted by Chris LaVictoire Mahai

Jan 7, 2014 11:51:00 AM

About the series:  As a consultant I travel a lot for work. Being in public transportation – planes, trains and taxicabs regularly, I get to see how people enter, adjust and complete their journey. Some better than others.  I also see how information shows up that can be very instructional if anyone were paying attention. Well, I am. And I like to listen to others tell their stories. I always learn from them. Here are the change lessons I’ve experienced in the back seat of a taxicab.

ideal_customer_experienceI’m from Minnesota where it gets cold.  Really cold some winters and this is one of those years.  On Christmas Eve morning I was heading to the airport at 4 AM.  The Weather Channel told me it was minus 12 Fahrenheit, with the wind chill factor “feels like minus 23.”  Great.

Topics: Customer Experience, Things Going Right, Taxi Cab Change Lessons

Taxi Cab Change Lessons: Your Customer Experience Is Showing

Posted by Chris LaVictoire Mahai

Dec 19, 2013 7:12:00 AM

small__2718941649Below is my latest post as part of a series where I divulge the change lessons I’ve experienced in the back seat of a taxicab through my travels as a consultant.

I was leaving Chicago, about to fly to Philadelphia on United Airlines.  As I was nearing the airport in the back of a cab, I was bemoaning (more to myself than anyone) my lack of “status” on United. This means I was heading for a middle seat in the back of the plane. I wouldn’t get to pass through the TSA precheck line. And I have rarely experienced an on-time departure from United. I was anticipating a slow start and late night - all bad things for a frequent flier.  Needless to say I was feeling very sorry for myself and not positively anticipating the next few hours and my pending flying experience.

Topics: Customer Experience, Taxi Cab Change Lessons

Why Map an Ideal Customer Experience?

Posted by Linda Ireland

Nov 4, 2013 11:32:00 AM


Like the old cliché “If you don’t know where you are going, how will you know if you get there?” there is a benefit for everyone in your organization to have a clear, unclouded vision of the point on the horizon to which you are aiming. In the cliché the risk is overshooting the target. In business the risk is that individuals, functions or even your whole company could be unwittingly marching away from the outcomes that would yield the best performance for your company.

So why would business leaders run a company without identifying an ideal customer experience? Without knowing what they solve (not what they sell) for the customers who drive their growth and profits? Your guess is as good as mine. But unfortunately, it is a common problem.  The good news is that it’s never too late to define – and map – your company’s customer experience. You only stand to gain.

Here’s why:


Topics: Customer Experience

What the Healthcare Industry Can Learn From the Telecom Industry

Posted by Joanne McGowan

Oct 10, 2013 7:02:00 AM

healthcare_industryThe healthcare industry is experiencing a sea change – the Affordable Care Act has meant increased regulatory pressure for almost all aspects of the industry, while new payment models, changing consumer preferences and evolving technology has tested the industry’s capacity for change. It’s a new era for an industry that has prospered until now by a strategy of risk aversion and caution, and I know for many of the industry’s leaders, it is a demanding time.  But I’ve learned through my career that  history repeats itself.

Topics: Customer Experience, Healthcare, Leadership, Innovation, Growth

The Patient Care Experience: How to Move Toward an Integrated Experience

Posted by Linda Ireland

Sep 19, 2013 10:59:00 AM

patient_care_experienceIn Showtime’s “The Big C” Laura Linney plays a Minneapolis mom diagnosed with stage 4 brain cancer. Aside from the pure admiration I have for the grace and humor with which the cast and writers have tackled her journey, I’ve seen something else in this show. Something that irks me about the patient care experience delivered by our healthcare system. Something that can be fixed.
The only person who has an integrated experience in healthcare is the patient.

Topics: Customer Experience, Healthcare

Listen to the Customer

Posted by Chris LaVictoire Mahai

Sep 17, 2013 6:14:00 AM

listen_to_the_customerI started my career as a banker during a rapid period of deregulation.  Banks weren’t sure what to do.  Regulators were making up the new rules and literally publishing them every Tuesday when the DIDC (Depository Institutions Deregulatory Committee) would issue the changes for the week. Seriously. And consumers didn’t understand all that was happening but were trying to find their way. Being in marketing and product development was a challenge.  Often we found ourselves ahead of the market as we were faced with critical decisions.  It forced us to find new inputs and methods to drive effective change.  During deregulation we learned quickly that paying attention to what consumers were asking and doing gave us directional cues.  We needed to:
Listen to the customer.

Topics: Interview, Customer Experience, Healthcare

Five Strategic Planning Questions You Must Answer

Posted by Paula Morgan

Aug 20, 2013 1:31:00 PM

strategic_planningAs a consultant, I encounter strategic plans that remain too broad.  It’s sad but true.  They’re designed to appease everyone and leave room for interpretation.   From my perspective, there are two reasons for this.  It stems from fear or inability to have the tough conversations (and conflict) to get to clarity.   Or it stems from the framework we often use in strategic planning which can force broader answers.
To avoid being too broad, start by asking yourself the strategic planning questions below.  On the surface these questions will seem simple and easy to answer, but when you start to address them, I suspect the answers will be more challenging than originally thought. 

Topics: Customer Experience, Innovation, Strategy, Transformation

Poor Customer Experience Strategy is a Dumb Way to Die

Posted by Linda Ireland

Jul 8, 2013 10:17:00 AM


Last week, a 10 year old friend of mine downloaded a game on his smartphone called “Dumb Ways to Die.”  I asked him about it and he started singing a song that included the lyrics “don’t stand on the edge of a train station platform.”  He then sent me to this youtube video (with 51 million views!)


Topics: Opinion, Customer Experience


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