Jack Springman
Associate Partner Optima Partners
12th Oct 2020
Five risks you run by using behavioural science in CX
Behavioural science is fast becoming the Next Big Thing in customer experience, particularly in customer journey mapping. But while the...
Engagement
21st Sep 2020
How to uncover the hidden customer value that differentiates your brand
The foundation for any organisation’s customer experience is its value proposition. How you create value for customers and differentiate...
Engagement
3rd Sep 2020
The three questions you must ask when building a CX strategy - and how to answer them
A compelling customer experience (CX) strategy requires more than Voice of the Customer research, journey mapping and NPS or CSAT results...
Data
13th Aug 2020
How to tailor your CX priorities to fit your firm's strategic focus
My previous article outlined how a one-size-fits-all approach to customer experience (CX) reduces differentiation. This article describes...
Engagement
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