Category: Blog

  • Are Discounts for New Customers Worth It?

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    Jaime Valle
    in

    Have you ever seen an offer or discount ‘for new customers only’? It’s a great marketing and sales tactic to attract new customers, but what about existing ones? How do you feel when your bank or supermarket offers discounts and promotions to new customers but excludes you? Do you take this as an invitation to…

  • Feedback Bias: Navigating the Complexities of Honest Insights

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    Jaime Valle
    in

    Introduction: The Complexity of Feedback in Close Relationships Have you ever found it hard to be completely honest with someone you care about, even when they ask for your opinion? Now imagine that on a professional scale, where exclusivity and gratitude complicate the feedback process. Feedback isn’t just a simple transaction of thoughts. The relationship…

  • Revisiting the Apostles Model: Understanding Customer Behaviour in Today’s Context

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    Jaime Valle
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    The Apostles Model was introduced by James L. Heskett, W. Earl Sasser, and Leonard A. Schlesinger at Harvard Business School in “Customer Satisfaction Is Key to the Extraordinary Success of Service Businesses” (1991). Their foundational work has been pivotal in shaping CX strategies, and their insights remain relevant even as other metrics are more commonly…

  • Surveying for Compliments: The Bias in Customer Feedback

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    Jaime Valle
    in

    The Innocent-Looking Survey Back in March, I received a survey from a well-known financial services company. I hid some bits from the picture but you know the type—they pop up in your inbox, looking all innocent, asking you to “share your experience” after a recent interaction. Naturally, I opened it up, curious to see what…

  • The Impact of Ambiguous Survey Questions: Ensuring Clear Data for Effective CX Insights

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    Jaime Valle
    in

    As a Customer Experience (CX) consultant, I often find myself discussing the intricacies of survey design with clients. Just last week, a client mentioned an issue that struck a chord with me: they’d received feedback from customers who were so puzzled by the questions in their surveys that they actually contacted the company for clarification.…

  • The Confusion Between NPS* and Satisfaction: A Missed Opportunity in CX Measurement

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    Jaime Valle
    in

    In the ever-evolving world of Customer Experience (CX), clarity is key. As CX consultants, we often encounter well-intentioned efforts to measure customer sentiment that miss the mark due to a lack of focus and precision. A recent example that caught my attention perfectly illustrates some of the most common pitfalls in CX measurement: a simple…

  • Bad Boys’ CX Ultimate Guide

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    Jaime Valle
    in

    Why Are You Here? When setting up a Customer Experience (CX) Programme, the first question you should ask yourself is: why? Why do you want to understand your customers’ needs and motivations? Now, don’t strain yourself trying to find the “correct” answer because—spoiler alert—there isn’t one! The only answer that matters is your own. And…

  • Improving CX by listening to customers beyond surveys

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    Jaime Valle
    in

    In the world of customer experience (CX), one truth holds universally: knowing your customers is non-negotiable. Yet, a recent revelation from one of our clients suggests that even well-intentioned companies can miss the mark when it comes to truly understanding their customers’ needs and pain points. We’ve been collaborating with this client on a series…

  • The Hidden Cost of Outsourcing: How a Single Provider Can Ruin Your Customer Experience

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    Jaime Valle
    in

    In today’s digital age, purchasing products online has become a seamless experience, or so it seems. Recently, I made an online purchase that started as a textbook example of excellent customer experience (CX). The website was easy to navigate, with all the necessary filters, transparent pricing, clear promotions, and a well-structured checkout process. Every step,…

  • The Critical Role of a Complaints Process in Enhancing Customer Experience

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    Jaime Valle
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    In the realm of customer experience (CX), complaints are often viewed as a negative aspect of customer interaction. However, when managed correctly, complaints can be one of the most valuable sources of insight for any organization. A well-structured complaints process not only ensures compliance but also acts as a cost-effective way to “listen” to customers,…