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
Recent reports confirm the UK is slipping into customer experience mediocrity

A short-termist approach of ‘fixing’ what may not be working, but isn’t necessarily of value to the customer, of ignoring the customer’s emotional experience and of keeping responsibility for the customer confined to a small number of people within the organisation means we may not see the current disappointing situation change for some time. 

There is a real and present risk to this movement towards greater customer centricity and ultimately better experiences for our customers. 

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amanda forshewComment
Big Brands are Getting Physical

Every day we hear more about how technology is changing the world for customers and employees alike. We live in a rapidly developing world where virtual meets reality. Even brands are investing heavily in IT not only to be able to more deliver efficiently their customer experience but also to interact with customers on a more personal (data led) level. The art is to blend digital and real-world together and present one consistent face of the brand.

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amanda forshewComment
Black Friday – one-off retail frenzy or memorable customer experience?

Building brand value, customer life time value and winning sustainable loyalty need to be uppermost in retailers’ minds. Black Friday customer interactions need to maintain a brand’s story in an authentic way whilst engaging in the customer experience. Think of it as an opportunity to showcase and engage with customers – where the customer’s experience is positive, painless, seamless, and relevant to them. 

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amanda forshewComment
Taking control of Uber’s customer story

Avoidance of contact (particularly in times of disruption or issue) gets companies nowhere, nor does shying away from problems – I can think of quite a few train and plane operators here.

Customers appreciate honesty and transparency. They value companies who inform, guide and alleviate their own concerns. Make for Happy Customers by telling the story before the story becomes you.

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amanda forshewComment