The Jekyll and Hyde business model

The Jekyll and Hyde business model

Every company has a business model, whether their customers want it or not. This is because there is always a reason behind a customer choosing one product over another. However, the business model is defined differently from an inside perspective, due to the...
The end of decoupling

The end of decoupling

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”....
The right CX index

The right CX index

What is the best way of measuring quality from the perspective of our customers? The story of customer indices is a long one: Six Sigma, customer satisfaction, customer loyalty, customer value and now Net Promoter Score – what have we learnt? The attitude and...
The Brand as Experience

The Brand as Experience

A knowledge or experience economy, the way we think in Customer Experience, leads to a shift in thinking in all business departments. It is especially important for the manufacturer or supplier to look at themselves through the eyes of the customer. This requires...
Marketing or Customer Experience

Marketing or Customer Experience

Marketing and Customer Experience have basically the same interests, but the objectives may ultimately be different. If you define a successful customer journey as a signature on the dotted line, then you can identify which point of the experience perception had the...