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The most honest feedback never comes when you ask for it
A few years ago, I sat in a meeting where marketing presented the NPS (Net Promoter Score, a customer loyalty metric on a scale of -100 to +100) for the previous quarter. The number was solid, just over 40. Everyone [...]
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From map to action: making sure your journey map doesn’t end up in a drawer
A few years ago, I sat through a workshop where we spent three hours sticking coloured notes onto a roll [...]
When Ordinary Satisfaction Says More Than NPS
Picture two companies. One boasts every quarter about a Net Promoter Score of around 45 and talks about it in [...]
Petr Hulec: The road to the customer never ends
Bushman was founded in 1997, when Jindřich Melichar, wandering around Australia, realised that travellers need not just quality gear but [...]
CX Technology & Trends / Read the section
When service is invisible, it works best
The best customer experience is the one the customer never even notices. No complaint, no call to support, no frowning [...]
Where Optimization Ends and Manipulation Begins
Customer experience (CX) today stands on three pillars: data, behavioral science, and precise design. Companies understand heuristics, work with cognitive [...]
Experience Strategy / Read the section
Why CX Managers Lose in the Boardroom and How to Change That
Customer experience has the strongest business case of any department. And yet, in the boardroom, it's still treated as a [...]
Why B2B Experience Can’t Be Measured Like B2C
At customer experience conferences over the past few years, the same strange scene keeps playing out. Managers at large B2B [...]
Metrics / Read the section
When a Metric Becomes a Target
There's a paradox that does more damage to customer experience than bad data or tight budgets. It's called Goodhart's Law. [...]
When to Use CES and When to Use NPS and Why It Matters
When I ask people working in CX which metric they use to measure customer experience, I usually get a one-word [...]
Feedback / Read the section
Open-ended questions aren’t an add-on, but a skill.
Try picturing two versions of the same customer. In the first scenario, they give you 6 out of 10 on [...]
Customers won’t fill in your survey. They’ll fill in this one.
You know the feeling. You're staring at survey results forty responses from a database of four thousand contacts and you're [...]
Experience Journey / Read the section
Moments of truth, or the handful of points that decide everything
A few years ago I sat in a meeting where marketing proudly presented how they'd improved "overall satisfaction with the [...]
What is the customer journey in B2B and why does it differ from B2C
I’ll start provocatively: most customer journey maps (customer journey maps) that hang on walls in B2B companies today are useless. [...]
Technology / Read the section
When service is invisible, it works best
The best customer experience is the one the customer never even notices. No complaint, no call to support, no frowning [...]
Where Optimization Ends and Manipulation Begins
Customer experience (CX) today stands on three pillars: data, behavioral science, and precise design. Companies understand heuristics, work with cognitive [...]
