Why Customers Are No Longer Tied to Brands
Even ten years ago, loyalty was one of the fundamental pillars of customer strategy. Companies invested heavily in loyalty programs, tracked Net Promoter Score (NPS – a measure [...]
Personalization without data governance is an illusion
Personalization has become a buzzword of contemporary customer experience (CX). Companies invest millions in Customer Data Platforms (CDP), marketing automation, and tools built on artificial intelligence. Expectations are [...]
More AI does not mean better CX often just more efficient chaos.
Artificial intelligence has, over the past two years, become the dominant topic in discussions about customer experience (Customer Experience, CX). Strategic roadmaps have given way to presentations on [...]
All-in-one CX is failing, modularity is taking over
Customer Experience (CX) has ceased to be the output of a single system. In practice, it is now shaped by dozens to hundreds of tools – from e-commerce [...]
Customer experience without decisions is just reporting
Companies today invest millions in tools for managing customer experience (Customer Experience, CX). They track Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), Customer Effort Score (CES), analyze [...]
When the CX stack stops making sense
The current ecosystem of Customer Experience (CX) technologies is unprecedentedly rich. CRM (Customer Relationship Management), CDP (Customer Data Platform), feedback management tools, marketing automation, voice analytics, chatbots, or [...]
CX without an owner does not work
Customer experience (CX) is often “placed somewhere” in organizational structures – under marketing, customer service, or product. In reality, however, it does not arise in any of these [...]
