Melvin Brand Flu
Melvin Brand Flu
Melvin Brand Flu is an author, business, and strategy consultant with over 30 years of experience working for startups to global brands and governments. He advises management and leads projects on the cutting edge of business and technical innovation in industries ranging from telecommunication and financial services to the public sector and insurance.
Psychology of customer defection in a digital world
Customers who are dissatisfied with your service and don’t feel listened to are increasingly using social media to voice their complaints publicly. They aim...
Service marketing means action
Some of the world’s most valuable brands are rarely found on billboards. This does not mean that they don’t spend money on branding and...
Don’t ask how customer centric your organisation is
The past 13 years Livework has helped over 250 companies in different sectors to build the relationships and improve the experience of customers. While...
From service recovery to problem prevention
The creation of a customer service department is not the solution for businesses faced with systemic complaints. Entrusting customers with the choice of either...
Online, powered by call centres
The online shops of some well known brands seem successful but are not. Online accounts for the revenue, but the cost of failing customers...
The digital customer relationship in financial service
Customer trust and loyalty towards financial service providers is extremely low and is dropping further. Massive investment in systems, products and processes hasn’t transformed...
Know the actors and factors in your customers’ world
The success of a new service is dependent on an organisation’s ability to recognise the complexity of people’s lives. A customer considering a new...
CRM systems for customers
Customer relationship management, customer relationship analytics and salesforce automation are some of the enterprise systems that capture the customer view. However, customer expectations are...
The architecture behind customer experience
Businesses across sectors face the challenge of overcoming internal constraints and enabling an excellent customer experience. Back-end systems in particular are frequently a no-go...
Measure customer experience not channel performance
Organisations traditionally measure customer satisfaction within channels. This fails to capture the full customer experience, which cuts across channels. Customers do not care about...
Identifying the hotspots
Everyone agrees that customer experience is important. However, delivering a great customer experience is hard. Generally the customer experience covers the whole business and...
User – customer – human
Customers and users have expectations that organisations find hard to understand, and act on. Most businesses are unaware of the human motivations that drive...
Design the business for customers and organisation
Businesses are not designed but evolve over time based on needs and internal and external drivers. The lack of “design” becomes evident when a...
The power of measuring customers’ experience
Customer related measurements such as Net Promoter Score (NPS), Customer Effort Score (CES) and Customer Satisfaction Index (CSI) have all made their way into...
The telecoms customer lifecycle
Most organisations have a long list of things they want to improve to make life better for customers and progress the business. But few...
Customer experience and the business case
Business cases are reviewed, accepted or rejected based on a set of criteria that seldom includes any customer metrics or goals. Worse, customer targets...
Aligning the business with customers
Every large organisation complains about the “silo effect” – departments working in isolation. Customers seemingly suffer as a result of disjointed organisational structures. Interestingly,...
Data is not knowledge
Organisations get blinded by systems that process staggering amounts of data, and expect them to generate fantastic customer insights. Big data holds real promise...
From customer experience to competitive advantage
Delivering a good customer experience is often more effective in building a competitive advantage than optimising internal processes. Companies shifting their investment from customer...