Social media isn't a B2C-only game, even though that's the default assumption in most boardrooms. LinkedIn dominates B2B for obvious reasons, Facebook earns its place for less obvious ones. Here's a working comparison of the main social media platforms for B2B marketing, with the profile types, posting specs, ad capabilities and use cases that decide which deserves your time.
Pick the wrong CX metric and you'll spend years measuring something that doesn't move the business. Here's the three-layer framework, outcome, direct, driver, that ties customer experience back to revenue, and the one rule that stops it falling apart.
Employee NPS keeps showing up in annual reports — Vodafone, Atlas Copco, Holcim. But applying the customer-loyalty methodology to staff isn't a copy-paste job. Here's how eNPS works, where it adds value, and the engagement traps it can quietly create.
Customers buy products to solve problems, so the better you understand the problems, the better the product. Pain points come in four flavours (physical, financial, productivity, process), and B2B pain points behave differently to B2C. Here's how to identify each type through surveys, support data and sales conversations, then address them through product and experience design.
Patient experience is now a board-level metric in most health systems, but the NHS Friends and Family Test and other NPS-derived patient measures all have quirks the textbook NPS playbook doesn't address. Here's how NPS adapts to healthcare, what benefits it delivers, and where the limitations bite hardest.
Banks have more customer data than almost any other industry, and still lose customers they could have kept. Here's how to match retention tactics to each stage of the banking life-cycle, and why customer feedback and personalisation only work when they're tied to the journey.