Let's jump right in. Businesses that want to improve customer loyalty usually start too far downstream to build the plan. Customer data and feedback is forensically analysed for clues about why people leave. Marketing and customer service teams pour over journey maps. Loyalty programmes are put through the wringer. [...]

When customer experience improvements run into trouble the problem isn't necessarily rooted in strategic thinking. It's because the CEO is often detached from the plan (if there is one). This is a big problem. To make a success of changes to your CX you need to create the right [...]

We want to go out on a limb here. From our experience, most brands that struggle with customer loyalty spend too little time focussing on what they are doing internally. Fixing issues with loyalty is difficult. And it's made worse by bad behaviours that businesses find difficult to shake off [...]

Let's not waste any time. Sea of sameness was originally used to describe the more or less generic offerings by resorts in the early 2010s. You probably flicked through the 'palm tree and white sands' brochures yourself. Fast forward a decade and it's still as strong a wake up [...]