Howard Lax
Howard Lax, Ph.D.
Supporting better informed decision making with technology, research and strategy, Howard is Director, Experience Management Strategy at VistaXM. With a focus on CX/VoC/NPS, Employee Engagement and emotion analytics, Howard's domain is the application of marketing information and SaaS platforms to solve business problems and activating CX programs to drive business objectives.
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…
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,...
David vs. Goliath – Round II: Challenging Fred Reichheld on the Economics of Loyalty (Again)
The verdict is still out on my last challenge to Fred regarding the issue of whether or not there is a loyalty price premium...
David vs. Goliath I: Challenging Fred Reichheld on the Economics of Loyalty
Before I take out my slingshot, let me say that I think of Fred Reichheld as the dean of the school of customer loyalty....
The seven deadly sins of VOC research
"You can only manage what you measure." —Peter Drucker A natural corollary to this truism is that mismeasurement will lead to mismanagement. To a large...
Learning from Machiavelli: Loyalty is Rooted in Self Interest
First, let me ask for a little latitude with my metaphors. Perhaps I could have chosen a philosopher with a more benign, more altruistic...
Throwing Down the Gauntlet: Loyalty ? Experience ? Satisfaction ? Advocacy ? Promoter
I'm taking off the gloves and issuing a challenge to practitioners and students in the arena of Customer Loyalty research. I'm not a language "priss",...