The biggest problem with all large companies is their own gravity. A company’s gravity pulls all eyes to look inwards, with only a few taking a look outwards. For most employees, this is the daily reality.

Let’s do a test. How many recent Nobel Prize winners could you name? How many of the five richest people? How many “I’m a Celebrity, get me out of here” winners? Remember the number.

On a business trip in Brazil, I woke up one day and saw on the display of my mobile phone a message from my provider:

… is his hand, but on the microphone. She had already wondered, in Sydney Carter’s old country song about the thief who stole the young girl’s song and became a Tin Pan Alley star. I imagine the open source initiative for machine learning of big cloud providers, like Google or IBM, to be somewhat similar.

You can see customer experience as a type of inbound marketing. “The customer” gives an  impression of how they feel as a customer. Marketing closes the loop and adjusts the communication with the customer while it reacts to analysis about the “customer feeling”.

There is a rumour going round that the reason NPS is so successful is that you can explain the formula on the golf course. This is indeed possible. Unfortunately, it is difficult to describe what NPS actually brings us.

Surveys continue to be a good way of activating customers though admittedly, they do not always work well. A 60% return is not unrealistic but many return quotas are doomed to failure. What can we learn from the ones that manage to get customers to give feedback?