Tim Wade

How to go beyond Voice of the customer

Voice of the customer (VOC) programmes have grown rapidly over this last decade. The need for business to be listening to customers appears to have become an accepted norm. But does that make it right? The old David Ogilvy quote "Consumers don't think how they...

Would you pay less for a poor customer experience?

The classic research question asks ‘would you be prepared to pay more for…’ …a better customer experience or another factor such as, a brand that acts in a socially responsible way. In fact, this very question was asked by a recent Purpose Pulse survey (https://www.thepurposepulse.com/)....

Customers don’t do what they say

Much of the thinking in the world of customer experience has been developed by asking customers or employee questions. Yet behavioural science from Kahneman to Cialdini to Thaler tells us that, for the most part our unconscious is in charge. But it seems many...

7 steps to getting your customer experience project signed off

A thought-out, purposeful customer experience strategy has now become a cornerstone for leading brands throughout every business sector. Viral videos and public engagement success stories are often testament to a brand that has mastered the ever-evolving challenge of delivering an authentic and meaningful customer...

Is the John Lewis Ad the new Queen’s Speech?

Ah yet another Christmas approaches delivering yet another crop of Christmas ads to stoke up pointless marketing debate that creeps ever closer to main stream media discussion each year. Let me say what many of us are thinking, who cares whether the John Lewis...

Misery – the key to creating standout customer experience

Picture this. You’re the CEO of a tourist attraction and your marketing director is presenting his latest idea at a board meeting. “We want to create a family theme pack unsuitable for children, where we’ll convey misery as the leading emotion. I want the...

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