Many commentators have recently debated the relative merits of Customer Effort Score (CES) verses Net Promoter Score (NPS). As a leader who remembers the controversy that surrounded NPS when it first came to dominance, the parallels are concerning. I still recall the effort wasted trying to win the battle to point out the flaws in NPS and lack of academic evidence, whilst in fact I was looking a gift horse in.. Read More
This book has a dull cover and lacks any colour graphics within its pages. So, if you spot it, you might not be enthused. However, persistence is rewarded, as there is much customer experience and customer insight leaders can learn from this book. Written by a couple of leaders at Forrester Research, it provides the reader with an overview of everything to consider in order to improve customer experiences. As anyone who.. Read More
Firstly, the normal health warning on these being only interim results. There are not yet sufficient votes with which to draw robust conclusions (hence the metaphor of a deserted Southwark station). That said, with just over 80 votes now in, the initial results of our “What do you see?” survey of customer insight leaders is showing some interesting results. With regard to the scope of the term “customer insight” almost all voters view this as covering.. Read More
Sharing personal experience of offshoring analytics and the problems that ensued. Includes advice on “watch outs” and potential mitigations.
To provide a research basis for the content included in this blog, I am asking all customer insight leaders who visit this site to complete the short survey below. Knowing the scope of your roles and your views as to the true breadth of ‘customer insight’ will enable me to ensure that I balance the content published here to better suit your interests. I will of course share the results,.. Read More
If you watch the actions and listen to the language used by most CEOs, especially where they choose to focus their time, you can often guess their background. What I mean is their functional leadership background, whether that be finance, marketing, operations, sales, etc. This, of course, is only natural and probably reveals their area of greatest interest or where they feel most comfortable. As a leader we can all have the.. Read More
Segmentation is one of those customer insight and marketing terms which divide opinion. Leaders have their favourite approaches. Boards can be ardent fans of the need for a segmentation, or complete unbelievers in what is perceived as marketing “spin“. One of the reasons for this appears to be, the mixed fortunes of implementing segmentations. Some companies extol real benefits, and focus that have come as a result, whilst others bemoan.. Read More