Maz Iqbal

Do you want to improve the customer experience? Wondering where to start? Start here

Where do I start with my Customer Experience programme? One of the questions that comes up again and again is where do I/we start on improving the customer experience? Well you can put in place a VoC platform and wait for the results to...

A framework to help you to think about and make sense of Customer Experience...

A high end retailer and a discount retailer offer the same value for money I was reading Marketing Week and the following piece caught my attention: "Consumers perceive that John Lewis and Primark offer the same value for money, despite their widely different brand positionings,…

How to shape customer behaviour and create delight at no extra cost

Anna: the difference between despair and delight My heart sank when I saw the queue in the bank and I mentally calculated that I could expect to be waiting some 10 – 20 minutes before I got served. Is it worth waiting that long...

Can you craft a good customer experience without an intuitive grasp of human nature?

How likely is it that your organisation will create/deliver a good customer experience if your people do not have an intuitive grasp of human nature? And why is it that so many people in professional services lack that intuitive grasp of human nature...

Easy ways for smaller businesses to improve the customer experience

Over at Focus Courtney Sato asked the following question: "What are easy ways for small businesses to (almost) instantly improve the customer experience?" To answer that question it is worth getting clear on what constitutes 'customer experience'. One way of looking at Customer...

9 observations on the retail shopping experience

I think it is fair to say that there is tremendous pressure on the retail sector. This would suggest to me that the retail sector has to up its game: to provide interested value propositions and attractive customer experiences in order to counteract...

Can you fake a customer-centric orientation?

Computer simulations suggest that over the long term it pays to co-operate and play 'nice' Research on competition and co-operation based on computer simulations (read Axelrod's The Evolution of Co-operation) suggests that 'tit for tat' is the most profitable strategy over the long run....

Why culture is the ‘Achilles Heel’ of your customer experience efforts (Part II)

This post concludes the train of thought that I shared in an earlier post – Why culture is the Achilles Heel of your customer experience efforts (Part I). – I encourage you to read it to get the most out of this post. Let's forget...

Why culture is the Achilles Heel of your customer experience efforts (Part I)

The future of most customer efforts has already been written: take a look at your culture "I came to see, in my time at IBM, that culture isn't just one aspect of the game – it is the game." Lou Gerstner Many large companies are...

7 lessons in service design

Category practice and company policies matter yet they are not enough More than once I have advocated that companies must change category practices and company policies so that these take into account the needs/wants of customers. Put differently, each category practice and company policies...

How to profit by taking on more of your customer’s risks

What is the core of the human condition? If you dig down deep enough you might just find that most of us feel vulnerable and strive for security. In our social lives we minimise our vulnerability and build up our sense of...

What you are failing to do is much more important than what you are...

There are two kinds of errors that you can make: errors of commission and errors of omission. An error of commission involves doing something that you should not have done. A good example of this is the money that large companies invested...

If you are working on changing the customer experience then stop!

Recently I visited my brother to see how his car business is doing. In the process we got talking and he shared a story that we can all benefit from. It illustrates the folly of striving to improve performance of a complex...

What you can learn from my Santander experience

I urgently needed to move money from one Santander account to another Santander account Last week I needed to withdraw some money from my mortgage account and move it into my current account. It should have been an easy process as I have done...

How to eat the customer experience elephant

Lior Arussy's latest post got me thinking about organisational transformation. How do you transform your organisation to make it deliver on the promises that you implicitly ('brand') and explicitly ('value proposition') make to your customers? Does it have to be as hard...

Why ‘sales gurus’ and CRM systems can’t increase your sales effectiveness

The other day I read another 'sales guru' offering his sales elixir and have written this post to debunk these elixirs. In the land of B2B selling there is real pain. Whenever people are in pain they turn to the 'gurus' to give...

How to engage the female customer and deliver the right experience

This post follows on from the last post: If 80% of spend is driven by women then is it not time we had a better understanding of women? Why should you read this post? Society is incorporating more of the female values. If...

If 80% of spend is driven by women then is it not time we...

If there is one guiding principle behind the customer-centric philosophy it is simply 'treat different customers differently'. In my Peppers & Rogers days (some 10 years ago) we used to call it '1to1 marketing' and it was rarely practiced. Often it became...

Ultimately all the customer-centric talk comes down to this ONE question

When it comes to customer-centricity there is only ONE question If you grapple with the Customer stuff for long enough you get past all the surface issues – data, CRM systems, processes, metrics, people etc- and see that it all comes down to one question:…

“How do I sell customer experience / customer-centricity to the Tops?”

There is one question that I get asked time and again from the Middles (middle management) who buy into customer-centricity or people looking into selling customer-centricity related services such as customer experience. This question is some version of "How do I sell customer...

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