John Aves

Do loyalty schemes drive loyalty?

Loyalty schemes represent a multi-million-pound industry. Many businesses have got a finger within the loyalty ‘pie’. Tesco have the Club Card, Boots have the...

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

Let’s look first at why customer satisfaction is not enough. Or certainly no longer enough. Satisfaction used to be the standard. People used to be...

IKEA – From products to experiences

Our the last 25 years we have seen a proliferation of added value services provided by product companies as they sought to differentiate their...

What about when customers do not know what they want?

In the previous blog, we discussed how Customer Research, including VoC (Voice of the Customer) can be utilised to understand customers’ opinions and expectations...

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