Blog

Are your innovations having the right impact?

Wednesday 4th May 2016

Many innovations fail. In fact some research suggests that nearly 80% of innovations do not deliver as expected. This maybe because innovations are not strongly aligned with what really matters to customers. One solution is to link customer experience (CX) with innovation for a more cohesive strategic alignment. CX is sometimes confused with customer service or support, but this is only one part of the customer journey. CX is the sum of all experiences a customer has with a supplier of goods and/or services over the duration of their relationship. A strong CX strategy looks at the whole customer journey, identifies what really matters to their customers, and then creates the ideal…

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What experiences do your customers remember?

Wednesday 4th May 2016

Why do we remember some experiences and not others? What makes some experiences memorable, sometimes months or even years later, while we can barely recall other events that happened yesterday? Most people do not have much difficulty remembering their wedding day, the day they graduated, or even something about their first day at school. That's because there is a strong link between emotionally charged moments or events and what we remember. This is the same for our customers; they will remember events that they have high emotional investment over other transactions. And these memories will have the biggest impact their behaviours down the line. These events are often referred to as…

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Want to innovate? Then don’t rely on customer feedback

Friday 12th February 2016

Ford famously said, "If I had asked people what they wanted they would have said faster horses." This conundrum - wanting to understand your customers' problems but not being able to rely on them to tell you - is still true today and is rooted in how humans naturally think. Look at the picture above. On first glance many see a yellow smilie face. You may need to look again before you describe black dots strategically placed on yellow shape of certain dimensions and so forth. (The Gestalt psychology theory is: the whole is greater than the sum of its parts.) This is because humans like to interpret and give…

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