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The value proposition in the experience economy
Products, services and journeys consist of various puzzle pieces that need to be put together. But who puts the pieces together? Your customers or you?
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The over usage of customer experience
Market research is the compass of the business world, the map to buried treasure, the beacon in the storm of uncertainty. Or is it? Only if you know where you want to go.
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The under usage of customer experience
When you have some savings and you keep it in your bank account, your money cannot work for you. Many studies proved the importance of customer experience, yet we let the learnings remain in the drawer.
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Insights at hand in product development
You are looking for your keys. You need them, but you cannot find them. You look into every corner, even the unusual ones and you ask for help. And then you find them in your pocket. You also have more customer information at your disposal than you would think.
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Seeing is believing: the illusions of segmentation
Those who attack Mount Everest often see other mountaineers, but they rarely think that the whole world are mountaineers. Yet, segmentation drives the minds of many marketers.
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Let’s talk about CEX, baby
Managing customer experience has been and will always be a must for successful companies. In reality, it’s rather a ‘fake it till you make it’ activity. Let’s learn from practice.