John Aves

How useful is customer satisfaction as a measure? Aldi tops M&S and Waitrose.

How useful is customer satisfaction as a measure? Aldi tops M&S and Waitrose. Research by the UK’s Institute of Customer Service involving 10,000 consumers has found that Aldi has overtaken Marks & Spencer and Waitrose as the top UK supermarket for customer satisfaction. The results...

How to get employees to emotionally connect with customers through behavioural training

Companies like IKEA, Disney and Apple understand how to get employees to emotionally connect with customers through behavioural training. They understand that emotional connection happens every day through the interactions their employees have with customers. These companies see their people as the most powerful...

‘Stage’ experiences to make your brand stand out from the crowd

 A new breed of company has emerged that is ‘staging’ experiences to engage customers and make their brand stand out from the crowd. Almost 20 years ago Joseph Pine and James Gilmore welcomed us to the experience economy in their Harvard Business Review article. They...

To Fly to Serve?

Despite the complexity facing an international airline like British Airways, its challenge is essentially a very simple one. Remain clear and single minded about what the BA brand stands for – its purpose – and ensure its people deliver an outstanding experience to target...

Why executives should be interested in behavioural science

In my last post I looked at the way in which Ikea, whether they knew it or not, had drawn heavily on behavioural science in the design of their stores. Here I look in more detail at the lessons that, I believe, should be...

Protected: Ikea: Behavioural science keeps us coming back

In a recent blog I looked at Ikea and the way in which they had moved beyond products and services to experience. Here I say more about the ‘science’ behind experience design and the way Ikea has used the latest thinking to create an...

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 Advantage Card and Sainsburys are part of the Nectar network. The airline industry has had frequent flyer schemes for many...

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 perfectly happy with ‘satisfied’. But something has changed. In fact, a number of things have changed. The competitive landscape has…

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 customer offer. Everyone these days provides home delivery even for relatively low-value items – inspired by Amazon. The supermarkets, with...

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 of a proposition; and then how this research can be utilised to transform that product or service. This approach is...

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