James Usback is the General Manager of Touchpoint Dashboard, the world’s leading journey mapping and management platform. He works with organisations to help sustain and scale journey mapping efforts through best practice frameworks and the Touchpoint Dashboard platform. This drives accountable action and continued improvement through native customer validation and action planning capabilities.
1) What do you feel are the biggest challenges marketing & CX leaders are currently faced with within their business?
Understanding the detail of what’s happening at a touchpoint level and how to manage at scale, the ongoing initiatives and actions, in order to drive continued improvement across the end to end customer journey.
Proving ROI on their customer experience initiatives and growing the internal support from internal stakeholders and executive teams.
Building a truly customer centric culture and improving business practices in order to place the customer at the centre everything they do. This is essential to understand the customer’s emotions and behaviours through the journey and how they can then impact advocacy.
2) What do you feel businesses continue to get wrong when it comes to their Customer Experience strategy?
Many organisations continue to put profit and business practice first with the needs of the customer being met subject to the limitations that this creates. Organisations need to redesign the customer experience and move from the current state to the desired future state experience as validated by their customers. In order to build support, it is essential to focus on quick wins and high value improvements through a disciplined method of prioritisation and accountability.
3) What is the best piece of advice you have received within your job over the years?
No one cares how much you know until they know how much you care!
4) What is one key takeaway you hope our CXO audience leaves with after hearing your presentation on site?
That attendees understand the importance of shifting from Journey Mapping to Journey Management. This includes the need for an ongoing disciplined approach to prioritisation, collaboration and task management as well as the tools that can be used to support and scale their journey management activities.