John Lewis ‘& Partners’ rebranding – making a difference to customers or not?

For the first time in John Lewis’ history, the 83,000 partners who work for the company have been incorporated into the company’s two retail fascia’s brand names (John Lewis and Waitrose). To make a successful long-term change, the brand change needs to be more than a façade or veneer and more than putting different products on shelves.

If the experience of the employee (in this case partners) and the customer are aligned, this development could be of real value to customers.

Read More
amanda forshewComment
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.

Read More
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.

Read More
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.

Read More
amanda forshewComment