We’ve spoken a few times about how the customer’s journey is the start of any work that has the goal of improving the customer’s perceived experience. However, I know there are many questions about creating the journey and how it must be developed.

Firstly, a small disclaimer. With almost everything related to companies which develop their customers’s experience, there is no singular method. Many roads lead to Rome.

Nowadays most companies possess a mapped journey that looks somewhat like this:


I have worked with customer experience surveys since forever. In truth, since my second internship, still in college. I strive so that surveys are applied in the right moments and I know very well the benefits they bring.

But today I wanted to write to you about something that surveys will not bring to your company. I wanted to talk about attention to detail. That and how to ensure that the team is delivering the experience you’ve drawn.

We’ve already addressed power to the edges and you are all familiar with what I think about process rigidity. …


Last week we talked about one of the most important elements of a satisfaction survey: knowing what you’re monitoring.

As you can see, the Survey Rule helps us understand where each survey is present along the Customer’s Journey thus enlightening us as to which interaction influences each response.

Surveys are one of the main information sources for the study of current customer experience and development of hypotheses for the evolution of said experience’s perception by the customer. This makes it paramount that we exercise daily concern over the quality of the data gathered by us.

Our customer is the main…


Today (09/05) I’ve updated my LinkedIn. CX Trail now occupies a great part of my day and I’m thoroughly joyful for that. It deserved permanent stay.

CX Trail doesn’t only take up the days I spend writing for it, posting on LinkedIn or in meetings, War Rooms or revisions for it. It is possible and entirely probable that the majority of my waking hours are spent in the cogitation and studying it entails.

Yes, cogitation :)

I notice that the international CX scenery is bustling. …


What you don’t see is CX-Trail’s art for this specific article: a verydark blue plaque sporting a letterhead with ordinal numeral ‘2’ (second) followed by the word Milestone, both hanging above the hand-drawn glyph of an orange-colored tree in the middle of two yellow-colored lines, each line embedded with stoneshape-resembling ink blurs; each line a graphism hoping to impress the sentiment of a trail, of being on a journey.
What you don’t see is CX-Trail’s art for this specific article: a verydark blue plaque sporting a letterhead with ordinal numeral ‘2’ (second) followed by the word Milestone, both hanging above the hand-drawn glyph of an orange-colored tree in the middle of two yellow-colored lines, each line embedded with stoneshape-resembling ink blurs; each line a graphism hoping to impress the sentiment of a trail, of being on a journey.

Last week I launched a challenge which I really liked, to type in the “name of an entrepreneur” followed by the word “customer” on Google and read what comes up. This challenge came up as a response to a question I was asked which I couldn’t immediately answer.

The question was: “Should a company’s founder worry about CX?”

Instinctively my answer would be a great “yes”, however, I needed more data to answer with propriety. In search of this data I went after the entrepreneurs I admire, companies which I’m a true fan of, so that I could understand how customer experience showed up in their radar.

Looking for Brian…


Essa semana nosso artigo tem um tempero extra. Conversei com o Fernando Brancaccio, sócio e fundador da Fair Job, sobre a experiência do colaborador, ou EX (employee experience).

Antes de mais nada, uma vez escutei uma frase que acredito que resume bem o motivo de EX ser tão importante para a experiência do cliente final:

“Somente pessoas felizes podem fazer outras pessoas felizes.”

Se sua empresa não cuidar primeiro de seus funcionários jamais conseguirão oferecer uma verdadeira boa experiência aos seus clientes.


This week our article has extra spice. I’ve spoken with Fernando Brancaccio, founder and partner at Far Job, about employee experience or EX.

Before anything, I once heard a sentence which I believe sums up the reason EX is so important to the final customer’s experience:

“Only happy people can deliver happiness.”

If your company does not take care of your employees first it will never be able to offer a good experience to its customers.


Monitoring the NPS of hundreds of companies in the last years we perceived a standard behaviour: in the first 1 or 2 years, when a company begins monitoring NPS a fast increase in the score is noticed. After this period the company reaches a plateau and encounters extreme difficulty in continuing to improve the experience it offers its customers. Right around this period begins the board’s pressures to visualize CX’s ROI.

On this pattern I once heard the following remark: “I’ve monitored my NPS for two years now, why haven’t I become Nubank yet?” …


The CX’s customer(s)

Whoever ‘offers’ the experience to the customer is not the CX Team.

The sentence above is worth rereading.

Your customer relates to your company throughout the many touchpoints along the customer’s journey. Who are those responsible for the design or the operation of these touchpoints? I imagine those responsible for those touchpoints are almost every other team, except the CX team.

It is marketing creating e-mails, copy, blogging our even the sales force, responsible for taking care of the relationship of the customers before they have signed contract. It may also be the development and product teams, responsible for creating…


We know the interaction the customer has with your company is what determines which memory they will build about your brand.

That’s where the CX work comes in, to interpret how the company can offer the best experience during these interactions. Making more customers remember your brand in a more profound and positive fashion.

The final result is that when more customers think of your brand in such a way, more of them will shop again and higher the chance that they will recommend it, after all, they want to repeat that good feeling and they want to give access to that sentiment to more people.

To achieve this goal we must understand what can happen between an interaction of the…

Arthur Meyer

Braving modern enterprise.

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