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Mission Viejo, CA – Annette Franz is a customer experience expert, coach, consultant, speaker, author, and the founder of CX Journey Inc.
One of the challenges that Annette sees with businesses is a disproportionate focus on acquisition over retention.
“Customer acquisition numbers are great, but they don’t tell the real story,” says Annette. “Prioritizing customer retention is critical.”
Customer experience is the sum of all the interactions a customer has with a brand over their relationship with that brand.
Too often, the phrases customer service and customer experience are used interchangeably, but they are not the same thing. According to Annette, customer service is what happens when the experience breaks down. It’s only one part of customer experience.
Annette is the author of Customer Understanding: Three Ways to Put the "Customer" in Customer Experience (and at the Heart of Your Business). She says those three ways are all about data and how you uncover that data.
“Your customers will tell you exactly how they feel at every point of contact, so data is just another word for listening,” says Annette. “Listen, characterize. empathize. Surveys, personas, journey mapping. It’s about walking in our customers’ shoes to understand their experience. It all starts with culture. The culture must be designed to put the customer at the heart of the business.”
For more information, visit www.cx-journey.com.
Customer Understanding: Three Ways to Put the "Customer" in Customer Experience (and at the Heart of Your Business) is available on Amazon