Fabric, a new start-up created by former Facebook engineers is being described as an automated journey of your life. The app pulls photos from your phone, your Facebook and Instagram accounts and layers them over a map with a timeline that ultimately creates your journey.

Fabric tracks your friends, places, and moments throughout your day. Baby boomers might perceive this app as an invasion of privacy, however, for Millennials, CX professionals and market researchers this app is a gold mine – so move over my fellow Millennials! (I’m on the cusp and I just had a birthday, so I’ll be using it whenever I get the chance).

One of the creators was quoted in a recent TechCrunch article:

 “Arun, was inspired to create a project in this space after receiving a printed book about his dad that was filled with stories friends had written about him in college. The book had details about trips he had taken and people he had known – things that Arun didn’t know about before.”

As is, Fabric has immense value by providing additional context to customer journey maps. The power comes from layering these moments with biometric markers like heart rate and skin conductance to help capture unexpressed emotions that surveys fail to capture. This feedback cannot only help in understanding complete customer journeys, but also strengthen persona profiles. Fabric has the potential to drive cost down from the traditional biometrics that we use to capture feedback, and use the savings to help influence organizational change in order to shore up gaps in the customer journey.

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Get tactical

For example, let’s say you want to know what your customers are doing before coming to your store and what they do after they leave. Bust out the consent forms, order a set of Amazon gift cards, and organize a random sample of customers to conduct a day-in-the-life study. In addition to having them share their Fabric journeys, have them keep a diary of their use with your product or service. The learning you and your organization will discover can put you light years ahead of your competition. Virgin mobile did just this and was able to iterate around their customers feedback.

However, if you still need persona modeling and journey maps we can help.

Top Impacts to the Success of CRM Implementations

Customer relationships are complex. Today, more than ever before, implementations of these relationships touch larger lines of business and require multiple stakeholders of reviewers and approvers.

Modern Customer Relationship Management (CRM) solutions are now layers of back-end connections and systems, growing exponentially in capabilities.  As a result, the modern CRM system houses data and information that not only manages the day-to-day and forecasted operations of multiple departments, but also produces metrics about the effectiveness of their initiatives.

The intricate characteristics of this modern CRM make it easy to forget that at the end of the day, CRM solutions are the tools that help merge the “relationship” aspect of technology and people.  The human element of the relationship often gets lost in the technology mix. Exacerbating this misplaced element are external factors like rapidly developing technologies, such as the Internet of Things (IoT), mobility and social media.

Each of these external factors deserves attention to make sure you’re incorporating the right value in your CRM mix. Check out our latest whitepaper that examines some key points to consider and process within your organization around each topic.


What is the ROI of Customer Experience?

Recently I delivered my webinar compiling the latest research on the ROI of Customer Experience.

I covered why CX is important, why the time is ripe to invest in CX now, and the take-away strategies that other CX leaders are putting in place to stay ahead of competitors.

An area that I highlighted, but I wish I had more time to dive into is how Facebook and Alphabet are positioning themselves to stop sacrificing short-term profits over long-term gains. Amazon and Netflix are similar examples, but what Facebook and Google did differently was issue a dual-class stock structure that still includes non-voting stock. The benefits are: this keeps their long-term CX strategies in place, it keeps corporate raiders out who seek short-term profits, and it keeps Zuck, Brin and Page in control of their companies. Should this trend continue we might one day see customer segments on the balance sheet… then again that could just be my wishful thinking.

But I’m pleased to have delivered my webinar as it is one that I’m particularly proud of. So far the feedback has been positive, which is great because while delivering these types of webinars I feel as if I’m flying blind. There is no audience, no facial cues, and no instant feedback on chat or video to evaluate how I’m doing. So it’s a mystery to know if I need to speak slower or revisit a concept. It’s just me talking into the void of a headset while hoping my audience hears me.

A guy like me who is big on measurement it’s a bit frustrating to not receive feedback until after the interaction, which is much like the popular CX metric NPS (Net Promoter Score). Many companies rely heavily upon NPS to gauge how they are doing, and then make strategic decisions upon that data without taking into account emotional metrics. NPS is an after thought of a survey question that asks how likely I am to refer this to a friend or family member well after the interaction has taken place. It’s like driving a car by only looking through the rear-view mirror – not practical and quite dangerous. Yet companies still do it because NPS is a single number that is easy for exes to wrap their heads around. I get it. But the problem lies in the delay.

I often fly with Delta and a few days after my last flight I received an email survey invitation asking about my recent experience. Why not ask me while I’m still on the plane? So now I have to rely upon the memory of my experience rather than the actual perception of my experience relative to the moment. This is why it is important to combine NPS data with other metrics to get a holistic point of view.

I’m surprised Citrix hasn’t included an analytics feature in the software that provides presenters with peak viewing statistics of when I had my audience’s full attention or at what slide I lost them to go off and check email. Now if an audience member left the browser to go reference one of my citations then that is meaningful feedback for me… or if I’m boring them to death that checking email at a certain slide is more entertaining, that’s still good for me to know.

Point is the right metrics at the right time are important and I’ll be talking about the types of metrics and how some companies have created their own in my next webinar. I hope you’ll join me!