
Customer Engagement ROI
Invest in people as much as product
Empathy and Innovation
Engaged customers are the blood of every business
What is the Business Case of Customer Engagement for Your Brand?

Customer Experience Design – Make the Customer Know Who You Are
Now that we have helped you become experts in the design of space and function and the design of feelings, it is time to turn our attention to aesthetics, and to connect customer experience…

Customer Experience, Self Service, and the Gift of Time
Time is the most precious gift in life. If you think about it, time is the one thing we all want more of. As we get older and busier, time gets even more valuable to us.

Airport Experience: Are You Letting Down Your Precious Travelers?
A month and a half ago, as part of our ongoing conversation about airport experience, we introduced the concept of revenge travel. We pleaded with the public to trust us…

Autonomous Customers, Traveler Privacy and More Questions for CX Professionals in a Changing World
“As we move toward a more automated culture, most travelers will adapt to a Jetsonian, automated lifestyle. Every industry we know will be disrupted. For those of us in aviation,…

Customer Experience Technology View of your Call Center
By 2022 the global cloud based contact center market is growing from USD 6.8Bn in 2017 to 20.93Bn in 2022. This makes for CAGR of 25.2%. If you do not…

Culture Is King – The Power Of Employee Engagement
In 2017 we introduced our ROI series recognizing the challenges all customer experience professionals have to obtain funding for CX initiatives and to prove their positive returns. Our second ROI…

NPS Best Practices
Last week I spoke at the Corinium CCO Fall Conference. One of the discussions we had was on the very popular topic of Net Promoter Score best practices and its…

Is AI Really The Answer?
Earlier this week we shared some of the pitfalls of implementing self-service and highlighted the importance of strategic and empathetic implementation. AI (artificial intelligence) is one of the self-service tools…

Customer Experience ROI. Is It Worth Doing?
The business case for Customer Service is complex. Gone are the days when we bought a piece of hardware that depreciates over 5 or 10 year on the balance sheet. CX does not even show up on our assets list. At least not with that name.

Customer Experience Audit: Cadillac Scores Millennial Customers with Future-Forward Thinking
Editor’s Note: This post is part of a Customer Experience Audit series. See all the audit stories. The automotive industry is right next to the airline industry in terms of…

Are You Thinking Strategically?
Today, we are elevating our conversation to thinking strategically. The Petrova Experience is in the strategy creation business. So, we frequently encounter the difficulty businesses have anticipating, let alone defining,…

Healthcare Experience Horror Story
We talk about good vs bad customer experiences. And we give examples of organizations that do things well or poorly. But we rarely are able to shine the light on…

4 Career Tips to obtain a Customer Experience Role
In honor of the 4th of July, we are rounding up 4 career tips for CX professionals. Set aside some time during the break from work to take stock in your CX career and evaluate the steps you need to get to the next level.

#CXTHUS Exchange Insights – winners and losers?
Attending a customer experience conference is a significant investment of time and money. Even if you are speaker at the conference, like I was last week, the time away from…

Do You Know Why The Iconic Brand Toys ‘R’ Us Closed Doors Despite All Our Memories? #RetailBlues
The year is 2016. You are the CEO of Toys ‘R’ Us. Your brand still controls 13.6% of the toy market although the company is highly leveraged, a strategy of…

Customer Experience Audit: Starbucks Bets On The Physical Experience
Starbucks is opting in for the physical experience in order to become a lifestyle brand while other brands are investing in omni-channel experience.

Customer Experience Best Practices for 2018?
The JetBlue blog features Liliana Petrova in a new four-part series. The series is on Customer Experience and Customer Experience Innovation. 2017 Lessons Liliana gathers insight from 2017 customer experience…

The future travel experience we deserve
This week on the CES 2020 main stage Delta’s CEO Ed Bastian presented a vision about the future of seamless travel experience that “might happen in just a few years.”…

How To Define Your Purpose And Have Unique Culture
If you Google the word “purpose” you get the definition “the reason for which something exists.” This is a challenge if you think about it in the context of an…

It’s Time to Meet The Petrova Experience!
Today marks one of the big milestones in my life. This is the day I am officially choosing to live my dream. We are launching The Petrova Experience, a customer…

Where Should CX Sit at the Table?
Before we begin talking about where CX should sit in the organization, I want to clarify one thing. Customer Experience is not a single person.

JetBlue Leading Customer Experience
Since I used to lead the JetBlue customer experience, people often ask what is behind the JetBlue experience magic. Or, as one of our clients refers to it, the “JetBlue…

Coronavirus Travel: What Does Hospitality Mean Now?
I want to tell you about my recent passenger experience. Earlier this week, I traveled to New Orleans from JFK Terminal 5 in New York. I had planned an airport…

Lessons Learned at the Forrester Conference: “Data is the New Sexy”
Once a year I look for an event to attend where I can learn something new and get better at what I do. This year, I attended an event hosted…

Create Your Tribe: How Great CX Makes a Lifestyle Brand
Newcomers to the market realize that their business is only as strong as the growth of their customer base. With that in mind, senior leaders work hard to shorten the distance between them and the customer.

How Smart Do Humans Want AI To Get?
Earlier, we covered the basics of AI and what it is in theory. Today, we talk more about existing practical applications of AI and more examples of artificial intelligence. And…

3 Ways to Create a Better Employee Experience Strategy
Guest Post by Gabe Smith, CCXP for The Petrova Experience The relationship between employee experience strategy and customer experience has long been discussed. Without engaged employees, we’re told, it’s difficult…

Customer Experience Tips and Best Practices In 2017?
This is Post 2 of Liliana Petrova’s series on customer experience tips, lessons learned, and best practices for the new year. The article appears on the JetBlue Blog. In it,…

From Pain Points to Magical Moments: Transform the Customer Experience
Argyle Journal interviewed Liliana Petrova about emerging self service technology and meeting and exceeding customer expectations in airports. One such way, as Liliana explains, it to create magical customer experience…

CX Bold Moves: JetBlue Paperless And Deviceless Boarding
Editor’s Note: This post is part of a series of CX Bold Moves. Today, we highlight the award-winning JetBlue biometrics. See all the CX Bold Moves stories. JetBlue Biometrics –…

What is Big Data and Why Should I Care?
Big data has become part of our daily language. We read about it. We see companies that are “experts in big data.” LinkedIn is filled with engineers and analysts who…

Customer Experience is Still a Mystery
What customer experience is, and how well brands think they are executing customer experience, and how well they are actually doing it are often at odds. According to Bain, 80%…

Why You Need Culture Not Call Center Training for Customer-Centric CX
If the organization does not understand what customer experience is, you will not get the funding or organizational support you need to build customer-centric experiences.

What is Telemedicine? Keeping Medicine at the Heart
Guest Post by Dr. Melynda Barnes for The Petrova Experience. In this post Dr. Barnes answers the question “what is telemedicine,” and reminds us to keep medicine at the heart…

What is the survey question that will prioritize your #CX roadmap?
As customer experience professionals, we need to factor in this disconnect when we design surveys. And when we react to survey results. Customers have an image of who they want to be. However, their behaviors do not always reflect that image.

Do You Know Where Your Inventory Is?
When I worked in the airline business our most embarrassing incident was “losing a minor”. We never lost a child, of course. But we might not have known where a…

Why Bt2B Businesses Must Think Like B2C in the Next Decade
B2B vs B2B thinking makes a real difference when it comes to customer experience. According to Gartner at least 80% of B2B buyers now expect the same buying experience as…

NYC Subway CX Kills Chivalry in the City
Brands have the power to make customers feel ignored, and even angry. The CX Pyramid crumbles and customer-to-customer behavior, in addition to individual experiences, suffer. Case in point, the New York MTA System.

Organizational Culture and Access to Information
By and large, people perceive culture as an HR discipline. The most common perception is that culture covers the soft side of performance. Culture is about how you do things, not so much about what you do. This approach to culture could not be more wrong. In fact, organizational culture is about so much more than a few words in a performance review sheet. It is about leaders expressing values, and the action guidance their cultural behaviors provide.

Customer Experience Audit: Domino’s Making the Right CX Choices
Editor’s Note: This post is part of a series of Customer Experience Audit – as series of articles featuring examples of good customer experience and bad customer experience in practice….

Leadership During the Pandemic: Guest Post by Rachel Dreyfus
This is a guest post by Rachel Dreyfus, President, Dreyfus Advisors, who researched leadership during the pandemic. How has Covid19 influenced leadership over the past three months? Research results show…

When Not To Invest In Self-Service Technology?
What is self-service? It is something every progressive brand aspires to have more of. Few implement it successfully. Self-service is a new tool to optimize a company’s workforce by removing…

How to Sell the C-Suite on Customer Experience
You finally got your big career break. You are leading a project that requires executive approval. So, now what? Intuitively, you know that this is a chance to make a…

Customer Engagement ROI
We have discussed the power of employee engagement for your brand. And we have explained the true meaning and ROI of a working corporate culture. Now, it’s time to examine…

Get Customer Experience Basics Right and You Don’t Need to Invest in Wow Moments
Wow Moments are a Customer Experience hot topic. Customer experience professionals ideate how to build, prioritize, finance, and measure these Wow Moments. Chip and Dan Heath wrote a whole book on the topic: The Power of Moments. No Wow Moment saves you from negative word of mouth if your brand fails to get the customer experience basics right or to deliver the expected brand experience consistently.

Liliana Petrova Talks Patient Experience in Healthcare Podcast
Recently, we recorded a podcast on patient experience in healthcare with Stacey Richter. And today, we are excited to share it with you. Patient Experience in Healthcare vs Passenger Experience…

United CEO does not care about #customers happiness. Really?
Lately, I have been thinking about United Airlines. In the beginning I thought about them because someone asked whether it is possible to build a customer-centric culture in a company…

Even the US Government is Jumping on the Customer Experience Train
As we get ready for 2021, we have been diving in to the top customer experience trends we see on the horizon. So far, we have looked at why customer…

Contactless and Self-Service are Here to Stay
Our 5th 2021 customer experience trend highlights contactless and self-service experiences across industries. Before we dive into this topic, let’s take a moment to define what contactless and self-service mean…

Keep The Customer Focus in 2018
In her latest post for JetBlue’s Into the Blue blog series on customer experience, our own Liliana Petrova talks customer experience innovation. She explores how to combine innovation and knowledge…

3 Call Center Mistakes You Are Making
No matter how often my peers and I say that technology is not the answer, call center managers still ask…

What Can Casinos Learn from Airlines?
Today we’re talking about casinos. Casinos and airlines are similar in their operational complexity and sense of wonder. They also are similar in the way they can implement technology to…

When There is No Chat in Chat Support
Today we talk about chat support best practices, the customer experience VALUE that it creates and the ROI of the business case to implement it. Although we are skeptical about…

Hiring Tips: Who Should I Hire First on My CX Team
The pressure to demonstrate business impact and ROI on your Customer Experience initiatives quickly makes your first hire even more important. As usual, there is no answer that fits all scenarios perfectly. We have some helpful strategies to consider based on the structure of your organization and your goals.

Human Experience: Do You Really Know Your Customers?
Steve Jobs said: “Get closer than ever to your customers. So close that you tell them what they need before they realize it themselves.” He did not just say that….

What is Customer Experience? What are the Faces of CX?
Each area of CX represents a path for CX professionals to impact business health and build successful careers. One of my favorite CX analogies is that it is like the blood in our bodies. When CX is done well, it touches every aspect of an organization. That’s what makes customer experience so much fun! You will never be bored working in CX.

Celebrate National CX Day
Did you know that tomorrow is National CX Day? Some of you may not even know what “CX” means or why there is a day to celebrate CX. CX stands…

How @T4 makes real customer experience impact
Today we share our impressions from visiting our welcoming host Chad at JFK Terminal 4 in NYC. We also celebrate Chad as an effective Customer Experience professional/practitioner. His work is…

Customer Experience Audit: FedEx Omnichannel Disaster
In our Strategy, Org Design & Culture series we cover customer-focused companies that are willing to adapt, take risks and discover new ways of staying relevant. Sometimes, we encounter brands…

CX Skills Builders: You May Have a CX Job and Not Know It
Last week we talked about the identity crisis of CX professionals and we urged you to fix any small problem or seam on the customer journey in order to build internal brand equity and buy in.

When to Cut Your Losses
Doing the right thing when things go wrong is not exactly a good business case. But many do it anyway. Why? Because brands want to protect (and grow) their brand…

How to Be an Entrepreneur: 5 Things I Learned in 5 Months as an Entrepreneur
The life of an entrepreneur is different every day, but the one thing that remains the same is that we are always learning. These are my lessons in how to…

Is Covid19 What We Needed to Build Seamless End-to-End Travel Experience?
On January 10th, we published an article called The Future of Travel We Deserve. In it, we laid out the foundation necessary to implement innovation at scale. Four months later,…

How Do You Know You Are Making The Right Big Bet?
Liliana and her guests explore how to envision the future in this post for the JetBlue Into the Blue blog series. After all, envisioning the future is the first step…

Why you need a defined culture for customer experience?
When designed and built correctly, customer experience expresses an organization’s brand. Your brand and marketing promises serve as a guiding light to your experience team. Similarly, organizational culture serves as a goalpost for the service side of customer experience.

Customer Experience Audit: Uber Bets On Self-Driving Cars With Big Volvo Purchase
The question that remains unanswered is who will be part of the future of transportation. Uber is going for the vertical integration – the whole pie. The future industry of urban transportation will be made of players in three different categories: cars, self-driving software, and ride-sharing network. In contrast, Lyft approaches the future through partnerships.

CX Skills Builder: Own the Customer Experience
Often, Customer Experience professionals do not believe that they can improve customer experience by impacting the experience design for their customers. Why? What causes this disconnect? I once got a…

How to talk to your CFO about customer experience and revenue growth
Last month we introduced the topic of Customer Experience ROI and the complexity of building a good business case for it. The Customer Experience business case is strong, but not easy to prove. Today we will focus on two big wins of a successful customer experience investment – revenue and customer growth of your business.

What is Customer Experience Strategy?
In our last article we talked about the importance of strategic thinking. Today, we build on this topic and walk you through the nuts and bolts of customer experience strategy….

What You Need To Do To Start 2018 Right
It is the end of December and we are all in reflective moods. Did I do enough for my customer experience career this year? Did I build the right team…

Customer Experience Audit: eBay’s Vibrant Marketplace of the Future
Editor’s Note: This post is part of a series of Customer Experience Audits. They highlight advances in artificial intelligence in retail and other technologies. See all audit stories. Two years…

Why I Don’t Love Chatbots
Today, we tackle the value proposition that chatbots are more valuable to companies than customers. I reject this. The ROI simply is not there, especially since better customer experience is…

Choose Empathy over Politeness
As customer experience and hospitality professionals, we use the word empathy all the time. It is the baseline of experience design. Yet, few of us truly understand it. Last month,…

How to Extend Your Travel Experience Value Proposition
Last December the Ladders published that discusses business travelers who extend travel beyond the timeline of the business trip. The article says, “[a]ccording to a new study by La Quinta by…

Customer Experience Survey: Why Customers Are Not Responding
When you solicit customer feedback sometimes matters more than how you ask the questions. In the case of a survey about new biometrics boarding initiatives my team and I created for JetBlue, we had a list of feedback that was most important for us.

What is Revenge Travel?
LinkedIn is overflowing with articles and company news in response to COVID-19. We are starting to see renderings of future casino experiences that are anything but human-centric. People are beginning…

CX Skills Builder: How to articulate your CX Value and secure your budget
Two weeks ago we urged you to find CX problems and fix them instead of diagnosing and mapping them. That is

2021 Customer Experience Trends and Tactics
As we begin Q4 of an eventful 2020, it’s time to look out for the 2021 customer experience trends and tactics for creating exceptional experiences in increasingly complex environments. We…

Aviation Industry, Coronavirus Isn’t the Only Thing Killing Us
Eighteen years ago, September 11th caused a three-day halt of the US commercial airlines and resulted in a 31.6% reduction in travel in September 2001 compared to the previous year….

Grateful for Customer Experience Heroes
When we launched The Petrova Experience, we did so with the words “in pursuit of customer happiness.” Pursuit of happiness is part of every interaction we have with our clients,…

United CEO does not care about #customers happiness. Really?
Lately, I have been thinking about United Airlines. In the beginning I thought about them because someone asked whether it is possible to build a customer-centric culture in a company…

Why You Need Culture Not Call Center Training for Customer-Centric CX
If the organization does not understand what customer experience is, you will not get the funding or organizational support you need to build customer-centric experiences.
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