The Rise Of The Interested

It doesn’t seem that long ago since a customer would get personal service at a drapery shop even if she was only buying four buttons for the baby cardigan she’d made. A real conversation ensued and colours were carefully matched. By the time money changed hands the assistant knew who the cardigan was for, when…

Read More

A Common Sense Approach To Customer Insights

Joanne is a small business owner. She operates a catering van that travels to local industrial estates, serving workers who don’t have easy access to high street cafes and fast food restaurants closer to town. Joanne’s business lives and dies on what she knows about her customers. So she makes it her business to know…

Read More

The Thing That’s Worth Measuring

Josh is a sales assistant at a sports store in the city. He proactively solves customer’s problems while they browse, taking the time to answer questions about the equipment they’re considering buying. If one of those interactions results in a sale Josh adds a new barcode containing his employee ID to the product. This is…

Read More

The Things You’re Not Measuring

The more data we have the more we think we need. We measure everything from email open rates to foot traffic. We obsess over numbers of followers and rates of growth. And yet we often forget to take stock of the things we’re proud to have done and the ways we’ve made a difference. Here’s…

Read More

The Power Of Relevance

I recently got an email about an online service I’d once signed up for. The email detailed new product features. There was also a call to action. “It’s been 3.2 Years since you updated your profile.” This was the first time I’d heard from the company in over three years. I’d never once engaged with…

Read More