John Aves

If customer satisfaction is not enough, how do we create fans?

Simply satisfying customers doesn’t cut it anymore in the loyalty stakes. Consumers are mired in adequate experiences from brands jostling to stand out. Yes, they’re satisfied. But brands need to do way more than rely on high levels of customer satisfa...

How to sustain customer loyalty as the cost of living crisis deepens

“75% of brands could disappear … and most consumers wouldn’t care …” What’s going wrong with the UK services sector? As I ended last week as Mr Angry, having had bad experiences with my bank, utility provider, and delivery company, I reflected on what...

Trusted advisor: How to avoid the parity trap in professional services

We have worked with very successful law firms, accountants / tax advisors and management consulting firms over the past 25 years. Combined with my personal experience of leading two professional service firms (PSFs), I have outlined some insights and o...

Implementing a customer-driven change strategy in three phases

In a recent post we discussed the four pillars of successful CX transformation. We explored the reasons why programmes will most likely fail if a business misfires on any one of these pillars: leadership, organisation-wide alignment, capability develop...

The four pillars of successful CX transformation

Many businesses know that customer experience is their most important battleground. Scan the latest research headlines and organisations tell us that CX transformation is a top strategic priority. Forrester reports that 76% of executives say improving ...

Customer journey mapping: time for a rethink

Even in normal times – and we live in anything but normal times – there are aspects of customer journeys that you won’t have seen or anticipated. New journeys need to be identified and pieced together – end to end. But the methods most companies…

Why there’s a CX empathy gap and how to close it

We humans are not limited by rational thinking. We can be unpredictable. The decisions we take are weighted by our emotions. We use emotional intelligence (EI) to understand, use and manage these emotions in positive ways. Empathy, the ability to under...

The store of the future will be as human-centred as it is futuristic –...

The digital bandwagon is unstoppable. The Institute of Customer Service UK Customer Satisfaction Index recorded, for the first time last July, that 50% of customer experiences were digital. We’ve gone way past the tipping point. But investing in digita...

How to prove CX ROI – a winner’s story

Businesses are swimming in CX metrics. But most organisations are still data rich and insight poor when it comes to measuring the business impact and return on their efforts. By their own admission, about one-in-six companies are unable to link custome...

6 CX trends uprooting 2022 planning

There are evergreen CX trends like omnichannel, digital, self-serve and personalisation that are part of the strategic fabric of every customer-centric business. They have been shaping customer experience plans for years. These trends have gradually ch...

The (in)convenient truth about insurance claims

The insurance sector is notoriously low touch. There are arguably only four key customer journeys: taking out a policy, renewal, making a claim and cancellation. Customers tend to only hear from their insurer once or twice each year, and these are usua...

10 purposeful employee engagement ideas

The past year has made us all re-evaluate what’s important to us. People’s thoughts on how work brings a sense of purpose to their lives, and what they want to achieve, is part of that thought process as we all seek more solid ground.As an…

Post lockdown shopping at its best

We have all got so used to shopping online that some commentators have sounded the alarm and warned that the high street is dead and the future for bricks and mortar retailers is bleak.There is no doubt that online will continue to grow. It is…

23 customer experience statistics shaping the new reality

Your customer experience has changed and there’s no going back to how things were. You know the narrative for the past year because you’ve lived through it – we all have. The world’s gone digital. This much we know. But how is the rest of…

What the Boohoo story tells us about customer loyalty

Sustaining customer loyalty is notoriously difficult in the world of fast fashion, which is built on low prices and fast turnover. When you think that 2 in 5 consumers feel no loyalty to fashion retailers, and they will only stay loyal if they perceive...

7 traits, 3 examples, 1 rule: What does it take to be a successful...

A CX leader with their hands on the tiller in 2021 is not the same leader that they were at the start of last year. The pandemic has tested the mettle of executives charged with reacting in a meaningful way to the shifting sands of…

A tale of two banks: Why TSB stands out from the pack

The major UK banks are in denial. In my conversations with bank executives over the past few years I have suggested they should be more concerned and less complacent. Customer sentiment, greater consumer choice and regulators who are taking an increasi...

Why the tide has turned on the B2B sales experience

A branded sales experience – getting upstream in the B2B buying processB2B buyers tend to prefer to stay loyal to a few suppliers that they trust because they don’t want to have to start over with a new supplier that they don’t know. As we…

6 trends shaping CX redesign in 2021

The Coronanvirus crisis has been a clarion call to CX leaders like no other. As the crisis broke the five-year plan became the five-day plan. As the road ahead started to stretch out, leaders were able to recalibrate and respond with fleet-footed nimbl...

Delivering a superior CX over Black Friday is crucial – but it’s no silver...

Black Friday in England will be online due to the second lockdown. Consumers looking for a deal have two choices: buy online or use click and collect services to pick up purchases outside stores. With the doors to non-essential shops locked once more, ...

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