CFOs sign off business cases written in their language, not yours, and most customer experience proposals are written in yours. Here's how to translate a CX project into a defensible ROI number that survives the budget meeting, with worked examples for satisfaction lift, retention improvement and the bits CFOs find easiest to push back on.
Competitions look like easy marketing wins until you see how many fail to attract or retain anyone worth keeping. The difference between the winners and the wasted spend isn't creative, it's planning. Here are the four things successful competitions do that the dismal ones skip.
Most teams stall on retention waiting for cleaner data or better segmentation. The Aberdeen research is blunt: best-in-class companies do more and analyse less. Here's the case for acting on the data you already have, and why "our data isn't good enough" is usually a stalling tactic.
Mystery shopping has been the standard "how are we doing at the front line" tool for decades. Transactional NPS surveys, practical only in the last few years, quietly do most of the same job for less cost, with the customer's actual voice. Here's the side-by-side, where mystery shopping still wins, and where transactional surveys clearly take over.
Big-bang CX redesigns are risky, expensive and often miss the mark. Process plant engineers know better, they extract incremental improvement continuously, and so should you. Here's how Transactional NPS lets you do the same thing for customer experience, starting with your worst-scoring touch-points.
Fader and Hardie's CLV models are well known in marketing academia and largely ignored in marketing practice, partly because the source papers are dense, partly because nobody distils the actionable steps. Here they are for retail and other non-contract continuous-purchase customer bases, what data you need, the assumptions to check, and how to use the results.