Howard Lax

You Have to Accentuate the Negative

Too often, brands work hard creating positive, sophisticated customer experiences – but leave themselves open to failures on basic interactions. And, as Howard Lax...

The Oxymoron of the IVR Experience

I know why companies use IVR (Interactive Voice Response) systems: They're cheap. And there's a lot to be said for trimming costs and looking...

Segments of One: Measuring the Loyalty of Mega Customers in B2B Markets

Every company in the B2B space, regardless of industry, has its 800-pound gorilla customers. Whether they are called Managed or Key Accounts, Enterprise Clients,...

Customer Experiences and the Theory of Relativity

What does Einstein's theory of relativity have to do with customer experience? I don't have a fancy formula, but let's try this: Assessments of...

How Do You Exceed Customer Expectations? Ask Nicole.

Dateline: Flemington, NJ; October 30, 2012; second day without power, heat or running water following the onset of Super Storm Sandy We continue to receive...

Add 1 Tablespoon Experience, Blend and Serve: The Experience-Loyalty-Value Connection

The buzz in the Customer Sat world is all about Customer Experience. Great customer experiences can help solidify customer relationships — while bad experiences...

You Gotta Play Defense: Focusing on the Fundamentals of Customer Experience

The verdict from neuroscience is in: While a pound of feathers may weigh the same as a pound of nails, a "pound" of bad...

Bad is Stronger than Good: Lessons for Customer Loyalty & Experience

It seems that your mother's admonishment that "if you have nothing good to say, don't say anything at all," may have been counterintuitive and...

Behavioral Economics, Marketing, Loyalty and the Customer Experience

Conversations about consumer buying decisions invariably turn to behavioral economics. Behavioral economics essentially is the study of the impact of non-economic factors on economic...

The Seven Heavenly Virtues of VOC Research

The full version of this article appeared in Quirk's Marketing Research Review; to download a PDF of the original, click here. Having written an article last...

The Customer Loyalty/Customer Experience Conundrum

Marketers and marketing consultants all too often make the mistake of equating customer loyalty with the customer experience. Whether out of laziness or sloppiness,...

The “To Do” List: The Seven Heavenly Virtues of Customer Research

Having written about how not to conduct Voice of the Customer (VoC) research programs (see http://www.gfkinsights4u.com/the_seven_deadly_sins_of_voc_research.html) I often have been asked for the flip...

Generation Gaps and Myths in Customer Loyalty: Does Generation Matter?

Marketers have long recognized the significance of generational differences in branding and the use of media and advertising. Branding and advertising aside, however, is...

The Generational Effect: Customer Loyalty Across The Generations

Downloads: The Generational Effect: Customer Loyalty Across The Generations Marketers have long recognized the significance of generational differences in branding and the use of media...

“Don’t Bother Wowing Your Customers” – Really?

The recent HBR Management Tip ("Don't Bother Wowing Your Customers," October 20, 2011) and the larger article on which it is based ("Stop trying...

Wouldn’t It Be Great To Be In The Customer Experience Business?

While I know it is chic to talk about "The Experience Economy," I think it is critical to appreciate the differences between being in...

Dear CEO: Focus on Shareholders AND Customers AND Employees AND Society/Environment

But Who Comes First? Not to get lost in a seemingly philosophical debate, but what is (or should or can be) the central purpose of...

Put Your Money Where Your CUSTOMER’S Mouth Is: Linking Executive Comp to VOC Metrics

IF you accept the following premises incentives motivate behavior customer loyalty or delight with their recent experience is good for business THEN the conclusion is inescapable that...

When the Customer Experience Fails: What Might Howard Do?

Stuff happens. No matter how customer-centric a firm is, no matter how attentive, no matter how disciplined, some number of product/service/experience failures are...

Why “We Suck Less” is Not Enough for Customer-Centric Success

While perhaps not the most noble or customer-centric statement of competitive advantage, this somewhat tongue-in-cheek quote from one of my favorite all time clients,...

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