Maz Iqbal

Customer Experience: what is in unlimited demand yet in limited supply in the modern...

The Customer Value Equation My approach to the Customer is fundamentally one of creating superior value for the Customer. In an earlier post I spelled out my formula for creating superior value: Value = Benefit – Effort – Risk – Price +/- Treatment If you…

The one difference that makes all the difference

The C-level doesn't get it In a recent post Jeannie Walters she highlighted the 4 challenges facing customer experience practitioners. Which challenge is first in the list? "The C-Level Doesn't Get It". She goes on to write: "In fact, an overarching (and repeating)...

Why big data and analytics will not make you the next Apple

Are 'big data' and 'analytics' the latest fads? In my view there is a little too much hype around 'big data' and the power of analytics to drive business growth and profitability. Can 'big data' and 'analytics' help you improve operations? Yes...

The importance of the 3V’s to customer-based strategy

How do you go about developing a customer-based strategy? If you are a strategist you will have come across all kinds of frameworks including: 5 Forces(Porter); Core Competencies (Hamel & Prahalad); Ansoff's Matrix; BCG's Growth-Share Matrix; 7S McKinsey Model; GE-McKinsey Matrix; 3Cs (Kenichi Ohmae); PEST(LE)...

Improving the customer experience: which approach, which levers to use?

Need to improve the customer experience? Sometimes a real world example of poor customer experience comes along that allows you to explore real world challenges in improving the customer experience. I am thinking of the recent report on the treatment of elderly patients...

Howard Schultz/Starbucks: 18 insights and lessons from a customer experience master

It is worth learning from the masters You may have noticed that I am an avid student of all things customer. Over the last few months I have been reading Onward by Howard Schultz and I have found it to be an insightful and...

Reflection on society and the state of the patient experience

How do we treat the old and vulnerable in our hospitals? To me, the mark of any civilisation is how we as a society treat the vulnerable. How we treat the vulnerable shows how much we genuinely care for people as human beings rather...

Steve Jobs: it’s not about the money and it’s not about the technology

"The Co-operative Group has launched the biggest piece of consumer insight research it has ever done to develop a stronger brand message across all its business groups. The company, which has divisions in retail, holidays, banking and funeral care, is hoping to find...

Why aren’t marketers using personalised video to improve the customer experience and generate engagement?

In Colin Shaw's latest (insightful) post he provided a link to the following video: If you watch the video you will see a profound change in behaviour by simply turning the mundane, take for granted, into an interactive / engaging experience.  What if I had...

eBay: biassed, incompetent, indifferent — or all three?

Fairness and a transparent, responsive, timely process for getting justice matter to us There are a number of situations, events, processes that are guaranteed to generate contempt, anger, rage. One such situation is when we perceive that we have been punished when we should...

Why do only a handful of companies excel at cultivating customer loyalty?

The story state of Customer Experience Dave Brocks latest post (selling disguised as relationship management) and Beyond Philosophy's Global Customer Experience Management Survey (2011) which made the point that a lot of stuff that is not Customer Experience is being badged as Customer experience got...

How to excel at Customer Experience and customer-centricity: 3 tips

Shift your perspective, embrace being wrong and practice radical empathy Businesses can cut costs, keep more customers and win new customers (through word of mouth/mouse) if they focus on the customer experience. That means designing customer experiences that fit customer needs and expectations and which...

Brand values and the customer experience – a perfect match?

There is value in marketing, advertising and brand values Unlike many, I totally get the value of great marketing and advertising: it activates the Elephant (emotions) bypasses/speaks to the Rider (reason) and shapes behaviour. I can see the value of brand values. They can be...

The missing piece of the customer experience puzzle

What is the missing piece of the Customer Experience puzzle? Is it customer service? Hardly, it seems that it is rather old-fashioned to say customer service when the speaker is talking about customer service. No, the in-term is customer experience. Is it...

Why large companies cannot cultivate customer intimacy and customer relationship theory is misguided

How easy is it to large corporations to cultivate customer intimacy? You can argue intimacy leads to loyalty and you can also argue that loyalty leads to intimacy; I see the relationship between intimacy and loyalty as depicted by the diagram that shows the relationship...

How the AA excels at delivering the perfect service experience – 11 lessons (Part...

This post completes the conversation that I started in Part I of this post which you can find here. 11 lessons for crafting a perfect service experience 1: make it easy for your customers to get access to your contact details so that it occurs…

How the AA excels at delivering the perfect service experience – 11 lessons (Part...

Value (through the customer's eyes) = f (Outcome, Experience) Another way of saying the same thing is to say that if you want to create superior value for the customer (as perceived through her eyes) you have to focus on both the "Outcome" and the...

What exactly is the cost of poor customer service? TalkTalk provides an answer

What exactly is the cost of poor service? In the main that question is difficult to answer because conducting experiments in the business world is not easy. Companies do not easily take up experiments that say "lets provide great service to this set of customers...

giffgaff: where customers are ‘members’ who sit at the heart of the organisation

What makes giffgaff special – worth learning from? Some customers love giffgaff so much that they are willing to have giffgaff tattooed on them. If this does happen then it puts giffgaff in the same league as Harley Davidson and Apple – brands that...

The future of retailing: is it really all about technology?

I recently viewed the following slide deck (PSFK Future of Retailing Report 2011) and was struck by how the introduction focusses upon the human, the social – shopping as a social experience as much as an economic one, and yet the rest of the...

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