Jack Springman
Associate Partner Optima Partners
9th Jul 2020
Why CX has become more religion than strategy - and why that's a problem
Over the past 20 years, the customer experience profession has formed, stormed and normed. For the most part these developments have been...
Loyalty
22nd Jun 2020
Why creating a good customer experience strategy is so hard
Delivering a great customer experience is hard. And it’s even harder if you don’t have a well-defined customer experience (CX) strategy...
Engagement
1st Jun 2020
How to reprioritise customer-facing spend when your budget is cut
If you were asked to cut your budget by 10%, 20% or even more, how confidently would you go about it? Business confidence and budgets are...
Loyalty
15th May 2020
More myths and misconceptions undermining CX managers
In the previous article I explained how misleading advice has proliferated in the customer experience arena, and that CX leaders who have...
Engagement
8th May 2020
The myths putting the future of customer experience in peril
In its predictions for 2020, Forrester forecast that one in four customer experience leaders will lose their job. This prediction was...
Engagement
15th Apr 2020
Why a customer-curious culture trumps customer-centric culture - and how to nurture curiosity
A couple of years ago - during a water-cooler conversation on the requirements for success in an increasingly digital world - my then...
Engagement
9th Mar 2020
Six reasons why customer-centricity should NOT be an objective
15 years ago, you would have found no greater supporter of customer-centricity than me. The internet was bringing greater choice to...
Engagement
26th Feb 2020
In defence of data monetisation: A dirty term that can improve CX
My role involves working with businesses to use their data to create value for their customers, their partners and themselves. In...
Data
23rd Jan 2020
How to use customer lifecyle analysis to drive innovation
Existing businesses have an innovation advantage over new entrants due to the customer data that they hold and the customer analyses this...
Data
19th Sep 2019
The simple brainstorming tool that surfaces better CX insights
I keep six honest serving-men, (They taught me all I knew); Their names are What and Why and When And How and Where and Who. In order to...
Voice of the Customer