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Graham Clark | VP of Market Development | McorpCX

McorpCX: Enabling Customer Centric ROI

The journey of a business creating and maintaining relationships with its customers is complex and never ending. While achieving this can sometimes be challenging, especially in today’s scenario of continuously changing customer consumption patterns and trends, there are service providers like McorpCX to help businesses conduct this critical activity. McorpCX focuses on helping its clients deliver great customer experiences and drive measurable value in the process.

McorpCX is a leading customer experience services company that has been delivering consulting and technology solutions to customer-centric organizations since 2002. Its practical approaches, playbooks and frameworks have led to measurable growth, deeper engagement, and better business outcomes for small companies to the Fortune 100.

McorpCX helps organizations drive greater value by improving stakeholder experiences. Recognized by industry analysts as a customer, employee and partner digital first but not digital only multichannel experience strategy, design and operations solutions leader, it unlocks growth by helping organizations better serve, sell to, and engage with their audiences.

Insights Success had an interview with its VP of Market Development, Graham Clark, to get a better understanding of McorpCX’s successful business proposition.

Below are the highlights of the interview:

Please brief our audience about McorpCX, its USPs, and how it is currently positioned as one of the trusted customer experience management solution providers in the niche.

McorpCX is a specialized Experience Management Consulting, and Solutions company focused on helping our clients capture business improvement from delivering and improving Customer, Employee, and Partner Experiences.

McorpCX has been at the heart of the CX movement for 20 years, making us the most experienced of the specialized firms in North America.

Our biggest differentiators are

  • our specialty; CX is what we do, all we do and all we have ever done.
  • our personnel’s experience averaging 10-20 years in CX
  • and while we know all the technology providers in our discipline, we are not platform resellers, so we keep our clients’ best interests in mind.

Tell us more about McorpCX’s offering and what aspects make it stand out in the cutthroat competition in the customer experience management sector.

Our primary focus is on helping our clients design, launch, operate and improve the Best Practice Customer Experience Management (CM) Capabilities applied by industry leaders. Showing, teaching and supporting them to be as self-sufficient as they wish to be.

Helping organizations define experience strategy, ensuring a culture exists around customer and employee experience centricity, including training and immersion programs, and ensuring the capabilities exist to deeply understand their customers and the processes, technology, data, product, services, and partner ecosystems supporting their experiences.

As part of this, providing tools, playbooks, guides, and staff. Including improving specific experiences by applying journey maps, persona models, experience blueprints, and implementation and program management teams to improve specific experiences by applying journey maps, persona models, experience blueprints, and implementation and program management teams.

And designing, launching, and operating Listening Systems to hear the Voice of the Customer (VoC), the Voice of the Employee (VoE), and the Voice of the Partner (VoP) across as many interaction channels as possible (e.g., digital, contact center, and in-person), analyze what they tell you for insights, and ensure action is taken to improve their experiences and your business outcomes.

Being an experienced leader, share your opinion on how the adoption of modern technologies impacts the customer experience management sector and how McorpCX is adapting to the change.

We see experience technologies falling into 3 categories: Each of these is at different levels of maturity and integration given holistic Experience Management Architectures as an element of Enterprise Architecture is at the very earliest stages.

Experience Design: The most immature area, but in recent years, we have seen focused technologies in journey mapping and persona modeling like UXPressa, SuiteCX, and others. Recently we have seen a new wave of companies like Cemantica and CXOmni that not only support journey map and persona creation but support more sophisticated enterprise-wide CX (and EX) portfolio management capabilities. Like when you have 50+ personas and 100 journeys being actively used by 200 people across 15 countries. The next wave is going to be integrating these technologies with the CX Delivery and Measurement technologies.

Experience Delivery: The most mature portfolio of technologies supporting specific interaction channels in Digital (e.g., Adobe, Sitecore, Acquia, and many others), Mobile, e.g., Apple, Samsung, etc.), Contact Center (Cisco, Genesys, Verint, Nice, Avaya, Five9, etc.), Store and Branch (NCR, FSI, etc.), IoT and environmental (Google, Cisco, etc.) and so on.

Supported by data analytics technologies (Teradata, SAS, PowerBi, Tableau), cross-channel experience support, and CRM platforms (e.g., Salesforce, Infor, Oracle, SAP) plus a variety of Product Management technologies and a host of infrastructure technologies (e.g., Cisco, Palo Alto, Intel, VMware, Broadcom). Being able to show how the delivery technologies relate to the journeys as expressed in the Experience Design applications is an evolving area of focus.

Experience Measurement: Probably the most closely associated with the Experience movement encompassing Voice of Customer, Voice of Employee, Voice of Partner listening, analyzing, and action systems (e.g., Qualtrics, Medallia, Momentive.AI / SurveyMonkey, QuestionPro, Inquba, AlternaCX, Microsoft, etc.). Supporting well- known experience metrics such as Net Promoter Score (NPS), Customer Satisfaction (CSAT), Customer Effort Score (CES), and more custom scores blending many of these, often referred to as Customer Experience Indices (CXI).

Complemented by digital analytics tools (e.g., Adobe, Google, Glassbox, Quantum Metric, etc.).

Integrating Experience Measurement technologies with the journeys in the Experience Design applications is well underway. And many of the leading measurement providers are leaning into newly evolving trends like Journey Orchestration.

Considering the current industry scenario, what kind of challenges do you face, and how do you drive McorpCX to overcome them?

Overall, the biggest challenge today is ensuring company commitment to CX investments. Even though the CX movement is 20-40 years old, it is still relatively new, and the number of companies committed to investments in these capabilities and confidence in the ROI of those investments is still small.

Leaders like Amazon have built their businesses on these principles, but encouraging understanding of the importance and maintaining focus and investment in CX Capabilities is a constant struggle.

However, the movement continues to evolve and today the capability our clients are focused on first and foremost is Listening Systems, specifically Voice of Customer (VoC) systems and Voice of Employee (VoE) systems. These are automated, easy to buy with a relatively low cost of entry and an increasingly clear roadmap of how additional capability delivers predictable value through increased insight and understanding, delivering high confidence ROI, the ability to predict business events and optimize business investments. All of which tends to reinforce belief in and increased investment in the CX movement.

What would be your advice to budding entrepreneurs who aspire to venture into in customer experience management (CMX) sector?

Focus on data and analytics. As CX and EX become more widespread, requiring paying attention to more customers across more interaction channels with exploding interaction levels and more data, there are challenges in turning that into information, insight, and action. Ever more automated action rooted in behavioral tendencies and emotions, driving hyper-personalized experiences.

This requires ever more sophisticated intelligence with ever more sophisticated visualizations. This is an explosive opportunity for Machine Learning and Artificial Intelligence tech and something investors and customers are super focused on and interested in and call me at McorpCX because we can help and are always interested in what is new in our domain.

How do you envision scaling McorpCX’s operations and offerings in 2023 and beyond?

Our goal is to do impactful work with people we like to work with and who like to work with us, applying and growing a team of McorpCX associates and clients who share our values. We are a quality-focused firm, not a size and-scale firm.

Our growth will come from engaging with more clients and maintaining our position at the leading edge but not the bleeding edge of the experience management movement.

Including expanding our relationships with technology solution companies and continuing to demonstrate that our evolving services reflect this more tech-centric movement.

Please give us a few testimonials of your clients/customers and a list of awards/recognitions that accurately highlight McorpCX’s position as one of the trusted customer experience management solution providers in the niche.

With a major focus on the Technology, Banking, Financial Services, and Insurance sectors, rapidly increasing work in Life Sciences (including Pharma and Treatment companies and Healthcare Service Providers), and our long-term presence in Retail, we have worked in almost every industry in both B2C, B2B, and B2B2C models. We do not publish our client names but have received repeated validation of our ability to help our customers improve performance.

McorpCX has regularly been recognized as an Experience Strategy, Design, and Consulting leader in Forrester Research’s reports over the past 10 years.

“McorpCX completely transformed the way we think about developing software!” – General Manager, Product Development, Global Technology Company – following a research-based initiative to understand and improve customer purchase and onboarding experiences.

“McorpCX gave us a path forward that is truly customer- centric – based on what we know our customers value most.” – Sr Director $5b financial services and insurance company.

“McorpCX gave us the process, insights, and perspectives that brought people and divisions together.” – CMO of an auto loan provider realized a 200% increase in employee loyalty, a 58% increase in customer NPS, and a 400% increase in customer satisfaction scores.

“McorpCX helped us align cross-functional stakeholders on CX execution.” – Sr Director of store operations in a leading retailer realizing a 94% increase in positive customer word of mouth.

“McorpCX was selected over major global services partners because of their experience and proven ability to deliver results. They helped us align our CX Vision with our evolving Business Strategy, change our Measurement systems to align with that also and develop Employee Communication Strategies to ensure our front-line employees understand how our customers see their experiences with us.” – Top 50 retailers realizing 8% revenue increases, 12.6 comparable years over year store sales and 27% increase in quarterly dividend reported.