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Never confuse movement with action. – Ernest Hemingway Customers are yearning for better experiences. But what are you doing to design a better experience? How do you know what your customers’ expectations are? What are they trying to achieve? And how well is that going for them? Are you listening to customers? Are you mapping …

Artificial Intelligence (AI)-driven user interfaces are the most recent trend in digital transformation. For end users, voice-driven chatbots provide a streamlined interface to accomplish a task in a fun, engaging, informative, intelligent manner – and for brands, they represent a chance to engage their customers better, ultimately leading to increased loyalty and new revenue opportunities. We know …

We live in a technologically driven world. There’s no doubt about it – it follows us everywhere (literally, if we’re talking about GPS, location services, remarketing…). Those companies that continue to use new tech solutions now will be the ones that survive the future, and we’ve seen what happens to those that deny it. Where …

As a result of our ageing population, we are naturally seeing a rise in the number of people living with impairments. In fact, the Papworth Trust recently found that the people most likely to be living with a disability are over the state pension age. Despite an estimated one in five (12.9 million) people in …

The day marketers start to understand people’s relationships with rituals is the day they apprehend the notion and impact of meaningful customer journeys with impactful touch-points. Or in other words, what a holistic brand experience really means. One thing is clear: experimentalism is already the new existentialism. Experimentalist philosophy of life answers the fundamental existentialist …

So, you work for a business-to-consumer (B2C) company – and you think you can skip this article, huh? Sorry, I’ve got news for you. While business-to-business (B2B) interactions may not be as sexy as selling brightly colored running shoes, caffeinated beverages, or rollercoaster rides, nearly everyone who’s interested in customer experience needs to consider B2B …

Your customers are irrational. They may like to think they are logical, but they are not. This applies in both the consumer and business to business environments. For years people have fought against this irrationality and assumed customers make rational decisions, but they don’t. You have a choice; you can either stick your head in …

If the shock of political events and trends over the past 18 months has taught us anything, it’s that there is a strong desire for change in the status quo. Old ways of doing things are being smashed. The growth in popular movements has shown that just because something used to be valued and proven, …

Science fiction is becoming fact as Virtual and Augmented Reality (AR/VR) enter our daily lives. that is resulting in consumers and businesses around the world engaging with AR and VR in combination with smart devices. And this will have profound effects on the way brands develop and engage with their audiences. Despite the still emerging …

What does ‘Made in Britain’ suggest to you? For many consumers, it suggests craft, style and quality, with perhaps a modest sprinkling of good humour, too. For many British companies, having a Made in Britain label is a key part of their brand identity, helping them sell more products and export into established, new and …

Companies have long relied on location, product innovation and pricing to gain a competitive advantage. However, customers can now find nearly any product or service at the lowest possible price, right at their fingertips. In other words, the key differentiator between companies is the customer experience. This means having the right strategies in place. The …

Before the dot-com boom, most business executives associated the word “creativity” with high-gloss ad campaigns and nothing more. The world’s most creative companies were the ones that paid agencies to make consumers laugh, cry, and buy. Today, with technology on the rise and TV commercials on the decline, the word “creativity” has evolved into a completely …

Questions about artificial intelligence, automation, neuroscience, and technology enhancements dominate the conversations in boardrooms and team meetings across the world. How do we incorporate Alexa? What’s our Siri strategy? Is there a way to use Google Home in our business? Analog, personal touches are being forgotten when they are actually more effective today than at …

Burger King recently hit the headlines after winning the coveted Grand Prix award at Cannes Lions for its ‘Google Home for the Whopper’ campaign. The 15 second TV spot asked “OK, Google, what is the Whopper burger?” triggering Google Home devices within earshot to begin reading the Whopper Wikipedia page aloud in people’s homes. It …

Everybody loves a good story. And while we may say that we want brands to focus on value and features, those commercials which are most memorable – and which reinforce the brand the most – are those which tell a story as opposed to merely providing a list of features and value propositions. Those stories …

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