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Optimize the Experience with Negative Personas

Optimize the Experience with Negative Personas

Customer understanding is a critical piece of designing and delivering a great customer experience. Employee understanding is just as important to designing and delivering a great employee experience. That understanding work includes three important tools: (1)...
Does Your Brand Downplay the Voice of the Customer?

Does Your Brand Downplay the Voice of the Customer?

For all the talk about customer-centricity, some businesses ironically downplay the actual voiceof the customer. They chase trends and make investments without fully considering how theseinitiatives will transform the customer experience. That’s how CCW starts...
But Journey Mapping Is A Waste Of Time, No?

But Journey Mapping Is A Waste Of Time, No?

The following is a modified excerpt from my book, Customer Understanding: Three Ways to Put the “Customer” in Customer Experience (and at the Heart of Your Business), available now on Amazon in paperback and Kindle formats. *** Several years ago, Esteban Kolsky did...