Dave Fish
Dave Fish, Ph.D.
Dave is the founder of Curiosity, an insights and advisory consultancy for Customer Experience. Formerly he was CMO for MaritzCX. He has 30+ years of applied experience in understanding consumer behavior consulting with Global 50 companies. Dave has held several executive positions at the Mars Agency, Engine Group, J.D. Power and Associates, and Toyota Motor North America. He taught in the business schools of the University of Arkansas and Michigan State University. He is the author of "The Customer Experience Field Guide" available on Amazon and BookLogix.com.
The Secret of CX Innovation in the Kitchen and the Boardroom
What does it actually mean for organizations to innovate successfully? Failure will happen, but failure is not the goal. Success is.
Former Walmart Merchant Meets Two Centuries of Sales Experience in Morocco: A Masterclass in CX
Modern brands, especially in a world of frictionless clicks and faceless transactions, often strip away the very elements that make buying memorable.
Maps are Overrated: How to Use Uncertainty in Customer Experience Design
Planned uncertainty is the goal of most experience design for leisure. Getting into a bit of trouble is always part of the fun, provided it…
The Power of Qualitative Techniques to Learn the “Whys” of Human Behavior
Whether it’s through an in-home interview, a shop-along, a focus group, or an ethnographic study, qualitative research methods remind us that behind every chart and…
The Power of “Nudges” — 17 Ways to Influence Consumer Behavior
It was 1977, and I vividly remember riding in the front seat of my mom's rusty, off-white Plymouth Valiant. I think I had my...
Stop Insights Abuse: A Cybertruck Case Study
"If you ask customers what they want they would have said a faster horse." An often-heard quote attributed to Henry Ford reflecting his skeptical views...
Who’s Your Customer? Understanding Customers through Fact-Based Fiction
Think about your typical customer. Try to get a vivid look at them in your mind, not just in abstract terms.
11 Ideas from Cities to Inspire Your Retail Experience Redesign
The most frequent "user experience" we have is in the places we live. Most of the time this is a home or apartment in...
How to Use Customer Kindness to Make Hard Jobs Suck Less
Josh had only been a waiter for two weeks and tonight was going exceptionally poorly. He was overwhelmed with managing orders and feared the...
When Disaster Strikes: 7 CX Rules to Build Loyalty
It was 1:00 am when we heard the blare of the Tornado sirens going off. "Dave, the sirens are going off!" my wife yelled from...
The Fine Art of Experience Pruning… Because Sometimes Less is More
From 1914 to 1925 the best-selling vehicle in the world only came in one color: black. Color was not the only constraint; when the...
The Importance of Context in Experience Design: Lessons from the Caribbean
"Waaaaahhhhhhahaaaa!!!", my wife screamed, her hands white-knuckled the side of the car seat. She was sitting shotgun in our tiny Suzuki rental when we came...
Survey Fraud: The CX Industry’s Dirty Little Secret
Today thousands of surveys are being sent out, completed, tabulated, analyzed, and being put into presentations and on dashboards. Recommendations are being made. Executives...
Take a Lesson from Gibson Guitars — Move Beyond CX to Future-Proof Your Company
Famed guitarist Les Paul was frustrated. The board of directors at Gibson Guitars again rejected his idea for a new concept. It was 1941...
A Contingency Model of CX: The Right Experience for the Right Time
I once wrote an article about how the future of shopping would all be automated. In this new world, we would shop online and...
Revolutionizing Customer Experience with AI: Opportunities and Challenges
Will the machines take over or just take out the monotony of boring work. With so much hub-bub around AI, I thought I...
Exploit Your Competitor’s Blind Spot: Use All Five Senses to Design the Retail Experience
In the classic scene from the film "The Wrath of Kahn" the embattled crew of the Starship Enterprise sits crippled in interstellar space, hiding...
Can You Design Experiences? Take a Lesson from Mardi Gras
Recently I celebrated my 30th birthday for the 12th time in one of my favorite places on the planet, New Orleans. I booked flights...
Creating Peak Experiences: How to Brainstorm in CX
"What if we came to clients with a collection of solutions rather than a collection of problems?" It was a startling insight that my friend,...
Reinventing Real-World Communities Using Customer Experience Principles
Oftentimes, we talk about Customer Experience in the context of buying things and services. In reality, customer experience can be expanded to community experience....