Maz Iqbal

The four schools of customer experience

I hear a lot of talk and see a lot of confusion around 'customer experience'. Having taken a closer look I have distinguished four schools of 'customer experience'. The school of service People that belong in this school tend to come from a customer...

The folly of getting customer feedback through automated surveys

I have been an Orange customer for many years and have several usable phones lying around. This week I decided to let my wife have one of my newer phones so that she can access email on the go. So I rang...

Better World Books: the power of engagement through cause and not gimmicks

Forrester says we live in 'the Age of the Customer' Yesterday I came across this post by Josh Bernoff (Forrester) where he states that we are living in "the Age of the Customer" and asserts "that companies must be more than customer focused, they must...

5 guidelines for getting the most out of your mystery shopping programme

Some organisations are turning to mystery shopping to get an insight into the customer experience, the performance of their front line staff and what competitors are up to. The idea is to use mystery shopping to find the 'nuggets of gold' that will...

An inquiry into ‘customer engagement’ – making the abstract concrete

Customer engagement is the new buzzword. Whenever a new buzzword shows up it suggests that either we have 'old wine in a new bottle' or that 'new realms of possibility' has shown up. If you fall for the 'old wine in...

Four interesting and useful perspectives on ‘Customer Insight’:

There is lots of talk about 'customer insight' rightly so because 'customer insight' is the foundation for creating value. So let's take a deeper look. Before I dive in I want to make two points. First, 'market research' is market research...

The one experience that lays bare the reality behind the customer talk

So how are organisations getting on with being customer-centric? When your brush past all the evangelising, the talk and the spin you are confronted with one experience which tells you all that you need to know about the business world. What is this one...

What is this beast called “customer focussed strategy”?

I came across this post by Becky Carroll and it got me thinking and I'd like to share that thinking with you. This post is rather long, technical in parts (though I have made an effort to keep it simple and short) and...

Valuable insight from the European Customer Experience World event

I read this from Steve West on LinkedIn and feel compelled to share it with you because it provides great insight in few words: "The European Customer Experience World event held this week in London highlighted a very important fact. Companies whose foundations are built...

Why companies are wasting time and money on the Voice of the Customer

I have an issue with the VoC thing Many large companies are busy tapping into the VoC. In principle this is a great thing to do because the majority of companies do not have a good enough understanding of their customers. In practice,...

A tale of two car breakdown companies and the six lessons you can learn

I have been a loyal customer of the RAC for over 16 years In the UK the two main car breakdown companies are the RAC and the AA – they are both reputable. I have been buying breakdown cover from the RAC for over...

Better World Books: a great example of hi-touch relationship marketing

Better World Books is a customer-centred company We like customer-centric companies because they leave us feeling good. And also because the kind of behaviour that we label as being customer-centred is rare. It is the combination of the two that put Better World...

The three pillars of customer-centricity

There are countless articles and viewpoints on what constitutes customer-centricity. I find most of the published viewpoints simplistic, confusing, contradictory, lopsided or simply self-serving. Which is why I am pleased to have rediscovered Professor Mohan Sawhney. I urge you to...

Three lessons to learn from my latest customer experience

Minimising risk by buying through Amazon A week ago I bit the bullet and started to look for a used (second-hand) desktop PC. Google came up with an array of suppliers and products – I checked out some of them. Yet, in...

Ramblings and useful reminders on customer-centricity

Caring for existing customers is a new construct for large companies The focus of the largest most successful companies has been on attracting new customers. Caring for new customers is relatively recent invention and a new construct for these companies. Today, there is...

Are you confusing marketing focus with customer focus?

Here is what the latest Forrester reports says on loyalty schemes I just read a piece by marketing week that discusses the key findings of the latest Forrester report on customer loyalty schemes. Here are the key points that speak to me: "The problem is...

If you don’t answer this question correctly then your customer efforts are simply putting...

Yesterday British Banks Gave Up The Fight Against Compensating Their CustomersYesterday the British Banks (HSBC, Barclays, Lloyds, RBOS…) that 'own' the retail banking market gave up, reluctantly, their legal fight against compensating the millions of customers who were 'mis-sold' payment protection insurance (PPI): 'Millions...

How much can you rely on the Voice of the Customer?

VoC Customer Experience Vendors Are Doing Well A significant component of Customer Experience improvement is getting access to the voice of the customer. A whole software based industry has sprung up to provide access to that voice; according to The Temkin Group customer experience...

Thinking strategically about customer experience: the 5 components of customer value

How do you think about Customer Experience? In my view too many people are thinking about Customer Experience tactically. Or put simply: too many people are thinking of Customer Experience in terms of making changes to the interaction channels. Being a strategist, I prefer to...

Are your marketing communications cultivating customer loyalty or distance?

Theory: marketing communications cultivate loyalty Recently I wrote a post on customer loyalty – Why Companies Are Struggling in Cultivating Loyalty – and one of the readers brought up the subject of communication. In his words: "…………..It's critically important that companies create an ongoing dialogue...

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