Jim Tincher on Doing B2B CX Better

In this CX Decoded podcast, Jim Tincher, founder, CEO and
journey mapper-in-chief at Heart of the Customer and
author of the book "Do B2B Better," discusses the
importance of talking to customers after a transaction has taken
place. He uses his experience as a product manager for health
savings accounts to illustrate how a disconnect between the
company's understanding of its customers and the actual customer
experience can lead to high churn rates. He also addresses how to
measure customer experience and the role of inventory in
business. 


In his book “Do B2B Better,” Jim highlights four actions that
separate successful customer experience programs from those that
don't work. These include showing how customer experience is
improving financial outcomes for the organization and proactively
creating a better outcome for the company. Jim also brings
attention to the issue of silos within organizations and how they
can lead to a disconnect between different departments and their
understanding of customer experience. 


Podcast key takeaways: 


Talking to customers after a transaction has taken place is
important for understanding their experience and identifying
areas for improvement.

A disconnect between a company's understanding of their
customers and the actual customer experience can lead to high
churn rates.

Successful customer experience programs show how customer
experience is improving financial outcomes for the organization
and proactively creating a better outcome for the company.

Many organizations struggle with silos, which can lead to a
disconnect between different departments and their understanding
of customer experience.



We caught up with Jim to discuss these topics.