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Customers are changing, with evolving technology creating more choice than ever. Understanding what motivates customers; the forces behind decision making and customer spending; and the experiences that can make or break customer loyalty and advocacy is the key to achieving growth today and for tomorrow. Read our insights below

How do you tell a fad from a trend?

The entire world has experienced decades' worth of change in one year. Because so much of this sudden, unexpected and abrupt change has been enforced by COVID-19 it can be hard,

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Does purpose matter?

Who do consumers trust? In an era of 'fake news', with the world beset by COVID-19, raging wildfires and political turbulence, the answer to that question is more complicated than ever.

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Reaching Gen Z in the time of COVID-19

There is no single Gen Z, as the variety of nicknames this demographic has acquired globally vividly demonstrates. In the UK, they are 'Generation Sensible'.

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Are we really as busy as we like to think we are?

As a society, we measure time in seconds, minutes, hours, days, months and years. As individuals, we measure time by our experience of it.

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Generations have more in common now than ever before

Whilst core values can take years to change COVID-19, has accelerated the sharing of economic, environmental, social and technological values across demographics.

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How personal is your personalization strategy?

Before COVID-19 struck, companies were investing 14 percent of their marketing budgets in delivering a personalized customer experience. The question is: do consumers actually want one?

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The Power of Purpose

Purpose is the organization's "why"; it sits alongside the "what" – the mission – and the "where" – the vision. It answers the question "why do we exist beyond what we make, do or sell?"

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Products, services and propositions

In a world where a competitive advantage can be replicated in weeks rather than years, and where first mover advantage is often the only way to secure success, speed to market has become a critical success

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Customer interaction management

Every interaction can be broken down to its component parts to assess, infer, anticipate and optimize such interfaces to meet the needs of the individual.

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Customer oriented business models

The era of digital transformation has given rise to a number of established businesses and start-ups that combine digital technologies with unconventional business models, to disrupt

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It's personal – making the most of zero-party data

Digital marketing advertising spend is on the rise , and it's increasingly being driven by a desire to offer the most

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Driving economic value through storytelling

It was Walmart's content and digital strategy gurus Chad Mitchell and Dan Kneeshaw who said, "Great content is great content.

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How partnerships through the supply chain can make – or break – the customer promise

It's not only product and price that companies must compete on, but customer service as well. In today's customer led environment, many organizations are seeking competitive advantage

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Making the case for customer obsession

Customer-centricity isn't just about being customer-focused, it's about placing customers at the very heart of everything you do.

Organizations that get this right earn the loyalty of their customers and establish long-term relationships with them

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Realigning sales investments to thrive, not just survive

As companies start to address the myriad of short and long-term impacts of COVID-19, sales leaders have a unique opportunity, if not a mandate, to rethink their sales models in preparation for changing business and competitive dynamics during the recovery period

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The new reality customer

Globally, consumers believe they will be living their lives very differently for the foreseeable future. They feel more vulnerable, less secure and less in control than ever before. They expect the brands they have to interact with – digitally or, as lockdown eases, physically - to deliver better, safer, and more seamless interactions at a lower cost.

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The new reality experience

Investing in the customer relationship in times of difficulty will be repaid by enduring customer loyalty. Firms that maintain their ethics during periods of catastrophe grow and prosper.

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A connected enterprise for the new reality

Companies that were agile, responsive and digitally enabled were able to better navigate the effects of COVID-19 and lockdown.

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