CX IS A PILGRIMAGE

50 STRATEGIES TO SPICE UP YOUR LEADERSHIP

NIENKE BLOEM CSP CCXP

CX is a pilgrimage

Copyright © 2022 by Flora et Labora. All rights reserved.

Author: Nienke Bloem

Cover design and illustrations: Niels Visser

Language review: Frederique van Buuren

Editor and designer: Irene Duinhoven

Printing works: Pumbo.nl

ISBN paperback 978 90 9036 269 4

ISBN epub 978 90 90 36574 9

No part of this book may be reproduced or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, or by any information storage and retrieval system without the prior written permission of the author, except where permitted by law.

PREFACE

“What is it about customer experience management that excites you, Nienke?” I get that question a lot. I know the answer exactly. It is the adventure it promises, the knowledge available and the perseverance you need to get to the finish line.

Actually, just the same three ingredients that excite me about walking a pilgrim’s path.

But in March 2021 I had no idea about the similarities. I was just bored shitless. After a year of COVID-19 measures, working with my clients through Zoom, Teams or Webex, somehow, I felt a little dead inside.

The vibrant Nienke, the energized edition of me, you know that Duracell bunny, it was just gone. The batteries were dead, or on the verge of dead.

Don’t get me wrong I was and am very grateful for all opportunities I got during the challenging times of 2020. My business as a customer experience speaker and educator was still running. I had the agility to take all my business online. I even had the courage to launch a new product in the form of a CX Masterminds Intervision program. I had the financial capabilities to keep my team at work, and business was growing again in the beginning of 2021. Since I had built up my business over more than six years, my customers still knew where to find me and my marketing sense was still on point.

So, no stress in that respect.

But my life was just… Well… ehm, predictable. I delivered my CX masterclasses, not in a two full days version, but in a “seven times 2.5 hours” edition. My calendar was full, with delivery and preparation calls. In between these, I did my walks. Tried to enjoy them. But... Those were also so...

Planned. I had my routes. One for 20 minutes, one for 30, one for 45 and one for an hour. My life was just…. Boring. I tried to escape. Worked in hotels, which I liked. But deep down, it didn’t feel like the adventure, that I longed for so much.

As I approached my 49th birthday, I hit rock bottom. I just didn’t feel anything. I felt numb. Which isn’t the nicest place to be in. I was in that place for a month and a half and then it hit me. Why not go for that pilgrimage? I had thought about it for years. 15 years, to be precise. I had read so many books on pilgrimages. Both the spiritual as the adventurous ones. The books on the paths, but also by those who told their experiences, like Cheryl Strayed in the book Wild.

I wanted that. THAT. The feeling of excitement. A bit of fear. Asking myself if I could do it. But then, which one to walk. As I am based in the Netherlands, and the COVID-19 situation was still very precarious, I had to choose one of the European trails. I wanted one with a spiritual touch. Not the road to Santiago de Compostela; I heard too many stories of that being too busy. I wanted a path, which was walked by many pilgrims, but not by too many. (Hope you are still following me here). I explored my options and finally decided on the Via Francigena in Italy. I was going to walk the 1,000 kilometers from Aosta, close to the Swiss border, all the way down to Rome. And there, I would finish on Saint Peter’s Square on my 50th birthday, May 17th, 2022.

Once I knew this, I felt the excitement right away. Could I do this? Of course, I could do this! 45 legs of walking, all in one year. But of course, doubts started creeping in too. How to plan this adventure in my calendar? Both on a personal and business level? What would the impact on my revenue be? Was I physically fit enough to walk through the mountains of Italy with just a backpack? Was it safe enough to travel in times of COVID?

So many questions I didn’t have the answer to. I decided to ignore them and just DO it. I booked the first ticket to Turin and planned my first leg. The adventure started on the 31st of May. I set foot on the Via Francigena in Ivrea. Just me, myself and I. A backpack, hiking shoes and my credential, my pilgrim’s passport.

Now, a year later, I can share that I succeeded in reaching my goal. On the 17th of May, I finished my 1,000 kilometers. I faced mountains, heat, hail, blisters, dogs, wild boar and most of all, myself. I learned that walking a pilgrim’s path has so many similarities to customer experience management. “Nienke, you should write a book about it”. And that, I did. You are reading it right now. A book with my 50 lessons from the path. While walking. While talking. While thinking. While being silent. Snackable content (thank you for that suggestion, Huub and Bram during one of the sessions of the CX Leadership Masterminds). I divided my 50 insights in clusters, because I like things to be logical and organized, just like my backpack when I was walking the path.

You can read this book in one go. Or you can read just ten minutes every day. Or open it now and then, when you need some inspiration. I have learned that the Universe always provides. Let my book be part of that: helping you on your journey as a leader, a CX leader. Or a leader of your own life.

Some people say; “I enjoyed every minute of something”. But I didn’t enjoy every minute of my pilgrimage. Neither did I while writing this book. I continued when the going got tough. When the shit hit the fan. (Go to strategy 35 and read my little shitty story. Laugh out loud.)

Life is tough and I truly felt that in March 2021. I am so grateful that I was able to start my adventure. To have walked this pilgrim’s path. To have so many people that cheered me along. Thank you!

And now, go on and read this book. Translate these insights into actions for yourself. Go on and be a success in customer experience. Your customers, employees and the world need you to spice up your customer experience management.

Is it easy? No way. I know the challenges and the mountains to climb. But I promise you. If you see your CX journey as an adventure, it changes everything. The knowledge is here and think of me as your cheerleader who is cheering you along when the going gets tough, but also when you are successful.

Happy greetz,

Nienke Bloem

(Used to be known as just a CX leader, now I am a pilgrim too)

Important note:

References to words, phrases and titles can be found in the literature and/or CX terminology list on pages 115-120.

THE VIA FRANCIGENA

CONTENTS

How to start? From idea to action

Strategy 1 - Now is always a good moment to start

Strategy 2 - Choose the path of energy

Strategy 3 - Set a BHAG

Strategy 4 - Create doable chunks

Strategy 5 - Where to start?

Don’t forget to

Strategy 6 - Get buy-in

Strategy 7 - Mitigate risks

Strategy 8 - Budgeting

Strategy 9 - Be practical

Strategy 10 - Prepare for rainy days

Preparation is key

Strategy 11 - Planning some white space

Strategy 12 - Learn from others

Strategy 13 - Get the right gear

Strategy 14 - Travel light

Strategy 15 - Out of office

Walking

Strategy 16 - Check if you are on track

Strategy 17 - Mark your results

Strategy 18 - Stick to the plan

Strategy 19 - Don’t be more catholic than the Pope

Strategy 20 - Take a break

You as a leader

Strategy 21 - Share your story

Strategy 22 - Walk the talk

Strategy 23 - Learn from your peers

Strategy 24 - Leave your mark

Strategy 25 - Speak the language

CX and leadership

Strategy 26 - Use two different speeds

Strategy 27 - Belief helps

Strategy 28 - Work Data Driven

Strategy 29 - Work Agile

Strategy 30 - Get your hands (and feet) dirty

The mental aspect

Strategy 31 - Trust the universe

Strategy 32 - Angels are out there to make you feel special

Strategy 33 - Your pain, is… well, your pain

Strategy 34 - Light a candle

Strategy 35 - The need for authority

When the going gets tough

Strategy 36 - Worry will make your vision blurry

Strategy 37 - Beat the fear

Strategy 38 - When fear is FEAR

Strategy 39 - When life is full of shit

Strategy 40 - The power of routines

Spice up your transformation

Strategy 41 - When they Zig, you Zag

Strategy 42 - Your Why or What are you here for?

Strategy 43 - Making the truth versus Finding the truth

Strategy 44 - Create fun and excitement

Strategy 45 - Be aware of boar

Almost at the finish line

Strategy 46 - Always mix business with pleasure

Strategy 47 - You don’t know, what you don’t know

Strategy 48 - Pass your knowledge on

Strategy 49 - Celebrate success

Strategy 50 - Let’s put a dent in the universe

The extra’s

Customer Experience terminology explained

References and literature list

The Thank You List

HOW TO START? FROM IDEA TO ACTION

STRATEGY 1 - NOW IS ALWAYS A GOOD MOMENT TO START

It is sometime in March 2021. I am wrapping up session four of the online CX Masterclass on Customer Experience Design methodologies. All participants in the Teams session are waving goodbye and I finish the meeting. What to do next? A new meeting starts in an hour. I want a bit of fresh air and I need something for lunch. I take a look outside and I see that it’s raining. Shall I just skip the walk? No way. I need movement and a different scenery, and I need it now.

I have been feeling numb for a number of weeks. I miss my adventurous life from before COVID. I miss travelling. I miss seeing my customers, my CX peers, my friends. But I also know that I should be grateful, because I am healthy and financially well. But knowing is something different to feeling.

My gut tells me I am slowly dying on the inside. Somehow, my first step outside that day, when I got out in the rain between meetings, I suddenly realized I needed to change something on the outside to feel better in my skin.

But what?

I start walking and during my same old round along the canals (they are beautiful, but I’m not seeing it at the moment), I’m thinking about my dream of a pilgrimage. About walking a spiritual path, which has been walked by many pilgrims before. Right that moment, I’m making my decision to go for it. To just DO it.

The excitement is so strong, that I forget to buy lunch. As soon as I am back at the computer, I start googling for hiking trails. I’m googling what I need as a pilgrim. I’m looking in my calendar. All in just 10 minutes.

Because the next meeting awaits me. But something has shifted in that hour. And I cannot deny that feeling anymore.

This is the very same I experienced as a CX leader. I know you might be in doubt whether to have a meeting with that board member. You know you should, so you can get the progress you need. But there are too many ‘what ifs’. Or, that great idea to start sharing customer stories on the intranet or on Yammer. But you don’t think of yourself as a great writer, and do you have the stamina to continue? Or, you know that you send out many surveys as an organization, but somehow you cannot manage to close the loop. You have to start with the stakeholder engagement plan and have a discussion on accountability, but you decide to postpone. Because where should you start?

There is only one good moment to start. That is now. Just pick up the phone and call the secretary of the board to plan that meeting. Create a monthly framework to communicate and write that first blog (I know you can do it!). Open a PowerPoint slide or a Mural board and start dumping all questions you have on your project. Then add a second step in answering them all.

In my career I have started many things. Because I felt the urge to do so. Urges are important. You listen to them and act on them. 5, 4, 3, 2, 1 and GO!

STRATEGY 2 - CHOOSE THE PATH OF ENERGY

When you’re facing a challenge, there are many solutions. Like the famous saying: “Many roads lead to Rome”. When you want to do a pilgrimage, there are so many pilgrim’s routes to choose from. This was one of the dilemmas, due to which I postponed walking one. Looking back now, I smile at it. But it is true.

Back to the question: Which path do I choose? Linking to: which path do you choose in customer experience or in your leadership assignment? Should you start with a Voice of the Customer program? Or should you start by customer journey mapping? Who do you align with first? The board or your peers? Should you first make a business case? Or should you start with some interviews with customers? Should your strategy align around friction hunting and engaging customers? Or should you focus on digitization?

Sound somewhat familiar?

When it comes to selecting a pilgrimage, the same questions come up, you have so many choices. Many religions have their own holy sites you can walk to as a pilgrim. In Europe, the two most walked-to destinations are Santiago de Compostela and Rome. Just remember, there are many ways leading to those destinations.

How to choose?

During my CX career at KPN, I was facing the challenge that we had so many projects we could work on to improve the customer experience. I had a conversation with my peer Sebastiaan, and he said: “No worries, if it was my problem, I would choose the path of energy”. I looked at him, with a question mark over my head. What did he mean?

He said “What projects do you just loath? Those where you work with people that are just resistant. These never deliver on time, skip them. Identify those projects that have the elements that give you the right vibe.” We talked a little more. On what gave me energy, and, who gave me energy? He made it sound so simple, which it actually also was.

Back to my pilgrimage. What energizes me? Being outside -all pilgrimages. Sleeping in a room of my own - both Santiago and Rome pilgrimages have accommodations that cater for this. Good food - my mouth just starts watering when thinking of Italian food. Rome versus Santiago - Rome just made my heart jump. Decision made! I was going to walk the Via Francigena. That just appealed more. In the end, it was as easy as that.

I will never forget this lesson, not in walking a pilgrim’s route nor in customer experience. There are so many projects waiting for you. What project are you going for? Of course, those that align with the strategy. But there are so many to pick from. I would say, focus on what gives you energy. Chances are you’ll get to the finish line with a smile on your face.

STRATEGY 3 - SET A BHAG

My pilgrimage started from both a desire and a frustration. Years ago, for my 35th birthday I asked my friends and family gifts which were related to walking a pilgrim’s path. For example, a donation of 10 euro, which represented walking socks. (Yes, they were that cheap 15 years ago.) Or 150 euro for a backpack. I think I asked this gift from my parents.

Now you must know that I didn’t do any pilgrimage with just that. I bought socks and good shoes. I got myself a CamelBak, which is a plastic sack you can put in your backpack. It has a long plastic tube so you can easily sip some water when you are on your way. I used these walking items on daily hikes in the Netherlands, and on holidays in Portugal and Italy.

I usually walk 10,000 steps a day. Because it keeps me fit and I like having small goals. But I never had anything like a true BHAG: a ‘Big Hairy Audacious Goal’. In the book Built to last: Successful Habits of Visionary Companies, Jim Collins and Jerry Portas introduce this acronym. Or I would rather say, new concept. It is a clear and compelling target (for an organization) to strive for.

A little bit of theory behind the BHAG. It is meant to pull people out of a slump and energize them to implement a big picture-type plan that could take a longer time to complete. Often a BHAG is a three- or five-year goal, falling into four categories: role model, common enemy, internal transformation, and a target.

That target element and internal transformation are what my personal BHAG was about. Going on an adventure, walking 1,000 kilometers, in one year, finishing it in Rome on my 50th birthday.

In customer experience, I truly miss BHAG’s. Going from 7.1 to 7.5 on CSAT doesn’t excite me (nor your employees most likely) one bit. It is even boring. But going for an international CX award as the best CX team of the year? That will get people going. Being the best. Being as good as… Amazon, Coolblue, etc.

Choosing a transformation to go from your customers complaining, to your customers being your greatest fans. Having the best place to work. Those kind of BHAG’s work transformational.

The litmus test of a true BHAG is how it answers questions like:

•Does it stimulate forward progress?

•Does it create momentum?

•Does it get people going?

•Does it get people's juices flowing?

•Do they find it stimulating, exciting, adventurous?

•Are they willing to throw their creative talents and human energies into it?

If the answers to these questions trend toward the affirmative, you may have a potential BHAG.

Dare to aim for the moon. Set your BHAG and get the juices flowing. My pilgrimage BHAG scared the shit out of me, but also stimulated forward progress. It felt adventurous and I sure as hell put all my human energy into it. Let’s make this happen in our leadership too!

STRATEGY 4 - CREATE DOABLE CHUNKS

So, you have your ‘Big Hairy Audacious Goal’ that excites and frightens you and your colleagues. And now what? It feels too big, too far away, too not do-able. Don’t let this put you off. This is the time to put your milestones in. As the wise man Desmond Tutu said, “There is only one way to eat an elephant, one bite at a time”. But you must know which part you are going to start with.

I considered doing my pilgrimage in one go. 45 legs, 1,000 kilometers. I could plan 50 days free in my calendar - yes, it is wise to take some days off and rest now and then – something I will get back to in a later chapter. The ‘walking in one go’ option didn’t feel right to me. I decided to slice the 1,000 kilometers into six pieces. About 165 kilometers per trip. Doable in a week, you get the drill.