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.