The Customers’ Experience now defines the Brand

Is marketing about what the brand ‘is’ and customer experience about what the brand ‘does’? If the customer experience is where the brand comes alive physically, emotionally and virtually in its interactions with the customer, shouldn’t the two be intimately entwined? Brands need to tell a coherent and authentic story; and customer experience needs to adhere to that brand story, consistently across all touch points.

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amanda forshewComment
A sub-contracted Customer Experience shambles

Even the most deliberate, seamless claims process can be derailed by something that begins as a relatively minor problem and can then be exacerbated by the accumulated stresses of the initial incident and the claims process.

At the very least, insurers need to improve the basics if they are to hold on to their customers and ensure a better experience.

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amanda forshewComment
What HR could learn from Customer Experience – a people insight and analytics approach

Harnessing valuable people data and taking intelligent action should be part and parcel of great people management. Delivering a great employee experience is inextricably linked to delivering a great customer experience. By capturing and analysing people data in the same way that technologies are allowing us to do with customer data and acting on the emerging 'pain points', will lead to a rise in employee engagement.

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amanda forshewComment
2017 the Year of Undelivered Promise

2017 promised such a lot. There was the motivation and there were clear opportunities to really begin to make a significant difference for customers and close the recognised experience gap.Success in 2018 will come from a refocus. We have a huge opportunity to close the experience and expectation gap. If nothing else, to be successful in refocusing on the customer

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amanda forshewComment