Customer Perspective: An Ipsos podcast

Customer Perspective is a weekly podcast exploring all things Customer Experience, and Channel Performance.

Customer Perspective: an Ipsos podcast | CX | Mystery Shopping | RetailCustomer Perspective is a weekly podcast aimed at all of you who are concerned, in some way, with helping your organisation deliver on its Brand Promise to customers; so whether you’re a Customer Experience practitioner, lead CX measurement and management programmes, head up Mystery Shopping, are responsible for the performance of sales and service channels, or functions, and their role in delivering customer success … then this podcast is for you.

Welcome to Season 3

Subscribe today: iTunesSpotifySoundCloudAnchor

If you’d like any more information about anything discussed on this podcast or if you’d like to have a question answered, contact CustomerPerspective@Ipsos.com

Season 3: Episode 4 – Hear from Jo Causon, CEO of The Institute of Customer Service: ‘Customer Experience driving business performance’. This week of 15th February, we are delighted to welcome Jo Causon, CEO of The Institute of Customer Service, along with Jamie Thorpe, our Ipsos MORI Head of Experience Management. Their conversation covers a whole host of subjects dear to our CX heart, among them: the power of CX in delivering financial return, what it takes to create and execute great experiences, CX vs. brand promise, going beyond meeting functional needs to create emotional attachment, closing the loop, the digital and human angle, post lockdown, and what’s next for CX. A genuinely fascinating conversation around the topics that matter to anyone with even a passing interest in the CX space, let alone to those of us who are passionate about Customer Experience! Read a recent paper co-authored by Jamie: Money talks or budget walks – Delivering a Return on Customer Experience Investment: ROCXI. Find out more about Customer Experience at Ipsos, and read about our latest thinking.

Season 3: Episode 3 – CX Service Design: Designing customer experiences to drive business impact. This week of 8th February, we welcome Helen Bywater-Smith, Ipsos Global Head of CX Service Design.  Helen gives us the ‘what, when and how’ of CX Service Design, including her take on what makes for great experiences to drive that business impact – increased retention, share of spend, advocacy and operational efficiency, leading to a Return on CX Investment: ROCXI. Of course, Customer Perspective wouldn’t be complete without those all-important real-life case stories to bring the subject to life.  And thanks for your reading recommendations, Helen – ghosts and memorable moments covered!

Find out more about Customer Experience, and Channel Performance: Mystery ShoppingRetail Performance and Retail and Consumer Intelligence at Ipsos, and read about our latest thinking.


Season 3: Episode 2 – Channel Performance: Size, Measure, Drive. This week of 1st February, we welcome Craig Bradley, Ipsos Global Head of Channel Performance. Craig takes us on a ‘whistle-stop tour’ of Channel Performance, describing how we: size channel opportunities and share; measure brand promises and execution, and drive compliance and sales conversion … to improve performance across all sales and service channels – physical, contact centre, and digital – and help deliver profitable growth​.  He updates us on how the business has evolved over the past year, and plans going forward, as we address our clients’ changing business questions.  Get to know Craig, as he shares his passions, including reducing single-use plastic, and driving gender equality #betterbalanceforbetterbusiness.  Of course, we’re always up for podcast recommendations (his favourites – just behind Customer Perspective, of course).

Find out more about Channel Performance: Mystery ShoppingRetail Performance and Retail and Consumer Intelligence at Ipsos, and read about our latest thinking


Season 3: Episode 1 – Hear from Patricia Gomez at Banco de Chile: ‘Adapting to a new banking experience’ (in Spanish). This week of 25th January, we are delighted to launch Season 3, by welcoming Patricia Gomez, Head of Clients at Banco de Chile, Chile’s largest bank. Patricia joins Ipsos’ Carolina Smart, Head of Customer Experience in Argentina, and Nicolas Fritis, Head of Customer Experience and Channel Performance for our Latam business, to discuss how Customer Experience is evolving in the banking industry, as a result of the acceleration of the digital transformation, and clients’ new needs.

Patricia describes how service has moved to different channels, how new segmentations are needed to understand customers, and how relationships are shifting from account management-led to involving multiple channels.

Find out more about Customer Experience, and Channel Performance: Mystery ShoppingRetail Performance and Retail and Consumer Intelligence at Ipsos, and read about our latest thinking. Get in touch via CustomerPerspective@Ipsos.com.


Season 2

Subscribe today: iTunesSpotifySoundCloudAnchor

If you’d like any more information about anything discussed on this podcast or if you’d like to have a question answered, contact CustomerPerspective@Ipsos.com


Season 2: Episode 12 – Hear from Mariano Silveyra at Mercado Libre: ‘Becoming the marketplace with the best Customer Experience in Latam’ (in Spanish). This week of 14th December, we are delighted to welcome Mariano Silveyra, Customer Analytics Senior Manager from Mercado Libre, Latin America’s leading eCommerce technology company. Mariano joins Ipsos’ Carolina Smart, Head of Customer Experience in Argentina, and Nicolas Fritis, Head of Customer Experience and Channel Performance for our Latam business, to discuss how Customer Experience is gaining in strategic importance in eCommerce in Latin America.

Mariano describes the journey Mercado Libre has taken towards becoming the major eCommerce player in the region, and the role CX plays in their strategy. As this market evolves rapidly, Mariano comments on some of the future challenges they expect to face, and how the company is preparing for them.

Episode 12 brings us to the end of Season 2. Thank you for joining us and hope you enjoyed listening. We’ll be back with Season 3 in January. We look forward to talking you again, then. In the meantime if you have any guest/content suggestions, do get in touch with us at CustomerPerspective@Ipsos.com. Season’s greetings from Customer Perspective!

Find out more about Customer Experience, and Channel Performance: Mystery Shopping, Retail Performance and Retail and Consumer Intelligence at Ipsos, and read about our latest thinking.


Season 2: Episode 11 – Hear from Ayleen Kenrick at Walmart: ‘Retail beyond C-19’ (in Spanish). This week of 7th December, we are delighted to welcome Ayleen Kenrick, Insights, Strategy and Clients Manager from Walmart Chile, who joins Ipsos’ Carolina Smart, Head of Customer Experience in Argentina, and Nicolas Fritis, Head of Customer Experience and Channel Performance for our Latam business, to discuss the future of retail.

Ayleen explains the challenges Covid presented to Walmart’s brick and mortar business, and the action they had to take to adjust service, product and experience, as a result of the crisis. She reflects on the effect of the acceleration of the digital transformation, and how Walmart is looking to the future as a leader in the supermarket sector.

Find out more about Customer Experience, and Channel Performance: Mystery Shopping, Retail Performance and Retail and Consumer Intelligence at Ipsos, and read about our latest thinking.


Season 2: Episode 10 – The Forces of Customer Experience in Latin America. The science of strong relationships. This week of 23rd November, we are delighted to welcome Nicolas Fritis, Head of Customer Experience and Channel Performance at Ipsos in Latin America. Nico speaks about The Forces of CX, a human-centric framework that helps organisations better design and deliver customer experience, so that it drives true competitive advantage and a better Return on CX Investment (ROCXI). Building on the original Forces of CX framework, which launched earlier this year, Nico references new research conducted in seven Latin American markets: Argentina, Brazil, Chile, Colombia, Ecuador, Mexico and Peru, and demonstrates how the relative importance of the Forces in Latin America varies across markets, sectors and brands.

Learn more about The Forces of Customer Experience in Latin America – The science of strong relationships, and find out more about Customer Experience at Ipsos.


Season 2: Episode 9 – Hear from Kate Fannin at Estée Lauder Companies: ‘Immerse in the Experience’. This week of 16th November, we are delighted to welcome Kate Fannin, Executive Director, Retail Experience & Insights, North America Corporate Marketing, at Estée Lauder Companies, and from Ipsos in the US, Kristy Click, Ipsos Senior Client Officer and Reena Roy, Senior Vice President in our Ipsos Channel Performance business.

Kate talks to us about creating fabulous immersive experiences for the beauty consumer – across channels, with a call out for phygital, the power of personalisation, evolving consumer and retail trends, and what the future may hold; reinventing the future of beauty.

To hear more from Kristy, head to https://www.ipsos.com/en-us/events/CEW-Womens-Leadership-Awards for her closing speech at the prestigious CEW’s Women’s Leadership Awards – a celebration of women and achievement in the beauty industry.

Find out more about Channel Performance: Mystery Shopping, Retail Performance, Retail and Consumer Intelligence and Customer Experience at Ipsos, and read about our latest thinking.


Season 2: Episode 8 – Hear from Virginia Wigley, Manager Insights & CX Design at Trustpower, New Zealand. This week of 2nd November, we are delighted to welcome Virginia Wigley, Manager Insights & CX Design at Trustpower, New Zealand, together with Lance Webb, who leads our Ipsos CX business in New Zealand. Virginia shares Trustpower’s CX story – their goals, challenges, successes, and key learnings, especially relevant for those of you who are embarking on a new Voice of the Customer programme, or ‘refreshing’ your existing one to ensure it’s continuing to drive the right actions in these challenging times.

Read more about the steps involved in strengthening customer relationships, and how they can help to ensure brands develop along with customers throughout this crisis, in this recently published Ipsos Views paper.

Find out about Customer Experience at Ipsos, and read our latest thinking.


Season 2: Episode 7 – Hear from Keith Gait, Customer Service Director at Stagecoach Bus. This week of 26th October, we are delighted to welcome Keith Gait, Customer Service Director at Stagecoach Bus, and CX Leader of the Year Top 25 Finalist 2020, along with Lorraine Rough, Director and CX Planner in our Ipsos MORI CX business in the UK. Keith describes how he and his team at the UK’s biggest bus and coach operator are driving a shift in focus across the organisation – from bus-centric to passenger-centric, and achieving CX culture transformation at the front line. Enjoy Keith’s story and practical tips!

Find out more about Customer Experience at Ipsos, and read about our latest thinking.


Season 2: Episode 6 - Hear from Sofía Suárez, Shopper & Category Leadership Senior Manager at Nestlé Mexico. This week of 19th October, we are delighted to welcome Sofía Suárez, Shopper & Category Leadership Senior Manager at Nestlé Mexico, along with Luis Brizuela, head of our Ipsos Channel Performance Mexico business. Sofía describes the changing shopper behaviours she is seeing, how Nestlé is responding, in particular how her team have had to change the way they do business, and expectations of her partners. Worth listening in for her take on future trends alone; she got it right two years ago!

Find out more about Channel Performance: Mystery Shopping, Retail Performance, Retail and Consumer Intelligence and Customer Experience at Ipsos, and read about our latest thinking.


Season 2: Episode 5 - Hear from Leigh Hopwood, CEO of CCMA, talking all things Contact Centres. This week of 12th October, we are delighted to welcome CCMA (UK Call Centre Management Association) CEO, Leigh Hopwood, to the guest chair. Hear Leigh discussing all things contact centres, with Ipsos’ Andy Firth, self-proclaimed contact centre geek: shift to homeworking, switch to remote channels, accelerated digitisation, automation and self-service, the vital role of contact centres in delivering Customer Experience excellence, and more …

Find out more about Customer Experience, and Channel Performance: Mystery Shopping, Retail Performance and Retail and Consumer Intelligence at Ipsos, and read about our latest thinking.

Discover how a well-designed mystery calling programme to evaluate contact centre can drive loyalty and profits, in this recently published Ipsos Views paper.


Season 2: Episode 4 - When Difference doesn’t mean Different: Understanding cultural bias in global CX programmes. Running global Customer Experience studies provides both better value for money than individual country studies, and a degree of standardisation across markets. However, their validity remains at risk from an age-old research problem: cultural response bias.

This week of 5th October, we welcome Fiona Moss, Director in our Ipsos CX Global Analytics team, and Bharath (Vijay) Vijayendra, Head of Analytical Services in our US Ipsos CX business, to Customer Perspective. They take us through their recently published paper, explaining the impact of cultural bias on response – and what to do about it, to ensure the right actions are taken.

Read a copy of the paper discussed: ‘When Difference doesn’t mean Different’. Find out more about Customer Experience at Ipsos, and read about our latest thinking.


Season 2: Episode 3 - Hear from John Walker, Head of Customer Insights at Maersk. This week of September 28th, we are delighted to welcome John Walker, Head of Customer Insights at A.P. Moller – Maersk. Hear John interviewed by Jamie Thorpe, our Ipsos Head of XM in the UK. John speaks about the differences – and parallels – between B2B and B2C CX, shares his views on how CX is evolving and the ‘next challenges’ for CX professionals, as well as giving advice to those new to CX/wanting fresh thinking.

Find out more about Customer Experience at Ipsos, and read about our latest thinking.

To learn more about what makes for a great B2B relationship, and to get some advice on best practice B2B CX measurement and management, listen to Season 1, Episode 12 (link below).


Season 2: Episode 2 - Delivering a Return on CX Investment (ROCXI) – the practical steps involved in financial linkage modelling. This week of September 21st, we welcome Jean-Francois (JF) Damais, our Ipsos CX Chief Research Officer, back to the hot seat. Last week we heard Matt Cahill from McDonald’s talk about the importance of defining the end business goal and the power of analytics in making a case for CX improvements. JF builds on that, by taking us through the practical steps involved in financial linkage modelling to ‘unlock’ resources and prioritise spend, and shares examples of the specific types of business questions that can be answered by such ROCXI analytics.

Find out more about Customer Experience at Ipsos, and read about our latest thinking. If you enjoyed listening to JF so much that you want to hear more, then head to Season 1: Episode 4, where JF speaks about CX Forces – our CX ‘framework’ that captures the true building blocks of relationship strength.


Season 2: Episode 1 – Hear from Matt Cahill, Senior Director, Consumer Insights Activation at McDonald's. This week of September 14th, we are delighted to launch Season 2, with Matt in the guest chair.

Hear from Matt as he shares how McDonald’s is responding to today’s and tomorrow’s challenges, the role of research in making business decisions, achieving best in class CX, and how to drive desired customer behaviours.

Reena Roy, Senior Vice President in our US Channel Performance business enjoyed her guest appearance in Season 1: Episode 13 so much, that she came back as co-host for our opener, inviting Matt to join her. Never fear, Trevor Clarke will be back soon!

Find out more about Customer Experience, and Channel Performance: Mystery Shopping, Retail Performance and Retail and Consumer Intelligence at Ipsos, and read about our latest thinking.

Find out about Ipsos’ Consumer Health & Safety Index, as mentioned in the podcast.


Season 1

Episode 15: Mystery Shopping the Digital Channel – This week of July 20th, hear from Darren Burgess, Deputy MD of our Ipsos UK Mystery Shopping – Channel Performance business, as he speaks about the power of Mystery Shopping in evaluating and improving the performance of the digital channel, as well as the practical considerations when setting up such a programme.

Find out more about Customer Experience, and Channel Performance: Mystery Shopping, Retail Performance and Retail and Consumer Intelligence at Ipsos, and read about our latest thinking.

Episode 15 brings us to the end of Season 1. Thank you for joining us and hope you enjoyed listening. We’ll be back with Season 2 in September. We look forward to talking you again, then. In the meantime if you have any guest/content suggestions, do get in touch with us at CustomerPerspective@Ipsos.com.


Episode 14: Talking CX Tech - This week of July 13th, we invited Sven Heine, Ipsos CX Global COO, and Dan Zuckerman, VP in our US CX business, to talk ‘CX Tech’. Hear from Sven and Dan about their take on CX technology – its role in CX measurement and management programmes, factors to take into account when choosing the right platform for your business, and where it’s heading.

Find out more about Customer Experience at Ipsos, and read about our latest thinking.


Episode 13: Taking Mystery Shopping to the Next Level - This week we’re joined by Reena Roy, Vice President in our Ipsos US Channel Performance business. Hear from Reena as she talks about taking Mystery Shopping to ‘the next level’; using Mystery Shopping to address strategic as well as tactical decision-making needs, better design, better execution, and better impact, as well as the range of approaches being employed to meet clients’ needs across a range of sectors, including high-end luxury.

Find out more about Mystery Shopping, Retail Performance and Retail and Consumer Intelligence at Ipsos. Read about our latest thinking.


Episode 12: Best Practice B2B CX Measurement and Management - This week of June 29th, we’ve invited business to business (B2B) CX expert, Matthew Chatterton, to join us. He heads up B2B CX in the UK and has worked in this space for many years. Listen in to hear his views on what makes for a truly great B2B relationship, and, of course, to get some advice on best practice CX measurement and management.

Find out more about Customer Experience at Ipsos, and read about our latest thinking. Matthew mentions the Forces of Customer Experience – the science of strong relationships, which you can read about here.


Episode 11: Demystifying Behavioural Science - This week of the 22nd June, hear from two of our Ipsos’ behavioural science experts - Colin Strong, our global lead, and Tamara Ansons, who heads up the discipline in the UK. Expect a wide-ranging discussion as we get to grips with: what behavioural science actually is; when to ‘bring it to the table’, how; and the role it can play in influencing service design and customer behaviours.

Find out more about Global Science Organisation at Ipsos.


Episode 10: Latest From APAC - This week of the 15th, we’re joined by Stephane Sanchez who leads our APAC' Customer Experience and Channel Performance business, from Singapore. We ask him about some of the challenges his clients are facing and, of course, how they’re addressing them, as well as getting his take on the role of Mystery Shopping and Voice of the Customer (VoC) programmes in the wider CX measurement ecosystem.

Find out more about Mystery Shopping and Customer Experience at Ipsos.


Episode 9: From Our CX Experts in the UK, Canada, and Hong Kong – This week of 8th, hear from CX experts - Jamie Thorpe (UK), Lesley Haibach (Canada) and Richard Korn (Hong Kong) - as they talk about the business questions they’re being asked by clients in their markets and, of course, how they’re addressing them.

Find out more about Customer Experience at Ipsos, and to read about our latest thinking, head here.


Episode 8: A View From The Top - This week of 1st June, Helen Wilson and Trevor Clarke, invite Ralf Ganzenmueller, Ipsos Chairman of Customer Experience and Channel Performance, and the CEO of DACH (Germany, Austria, Switzerland), to sit in the podcast hotseat. Ralf takes ‘a look around the corner’ as to where the world might be, what that might mean for our clients, and, indeed, for Ipsos, in our role as partners.

Find out more about Customer Experience, Mystery Shopping, Retail Performance and Retail and Consumer Intelligence at Ipsos.


Episode 7: Reopen with confidence: Ensuring customers feel safe – This week of 25th May, our hosts, Helen Wilson and Trevor Clarke, welcome Nicholas Mercurio, Executive Vice President and leader of Ipsos, Channel Performance in US, to the hot seat. As we reopen the economy, brands must take steps to ensure consumers feel safe. Listen in to learn which health & safety policies build consumer confidence.

Click here if you would like to find out more about ‘The Consumer Health & Safety Index’ mentioned by Nick. We are rolling out the Index to markets across the globe, so please do get in touch with your local Ipsos' Channel Performance contact, or Tony.Smith@Ipsos.com, for further information.


Episode 6: Customer Journey Mapping - This week of 18th May, our hosts, Helen Wilson and Trevor Clarke, are delighted to welcome Helen Bywater-Smith, an Ipsos expert in journey mapping and CX service design.

Join us to learn more about customer journey mapping and the impact this can have on organisations. If you would like to find out more about ‘The Forces of Customer Experience’, as mentioned by Helen in our podcast, do join our webinar on 26th May - register here.

Learn more about Customer Experience at Ipsos.


Episode 5: Retail performance and social distancing - Welcome to Customer Perspective, recorded week of 11th May, 2020. This week, our hosts, Helen Wilson and Trevor Clarke, invited three colleagues from our Retail/Channel Performance business at Ipsos, Peter Luff, Tim Denison, and Anna Hatfield Shaw, to join them.

Our retail experts discuss the impact of the pandemic on retail traffic and consumer behaviours, how retailers are starting to come out ‘the other side’, and the challenges they are needing to address, in particular relating to measuring and managing occupancy levels to help comply with government social distancing guidelines, and keep employees and customers safe.

Learn more about Retail Performance at Ipsos and Social Distancing Live Occupancy Counter.


Episode 4: The forces of customer experience - Welcome to Customer Perspective, recorded week of 4th May, 2020. This week, our hosts, Helen Wilson and Trevor Clarke, invited Jean-Francois (JF) Damais, our CX Chief Research Officer, to ‘sit in the hot seat’.

JF speaks about CX Forces – our CX ‘framework’ that captures the true building blocks of relationship strength, to help organisations bring their CX strategy to the next level. In light of the COVID-19 crisis, understanding how the hierarchy of needs is changing is obviously crucial, so this is another ‘must-listen’ episode.

Learn more about The Forces of CX – The science of strong relationships in challenging times and find out more about Customer Experience at Ipsos.


Episode 3 - Welcome to Customer Perspective, recorded week of April 27th, 2020. This week, our hosts, Helen Wilson and Trevor Clarke, welcome Nicolas Fritis, who heads up Customer Experience and Channel Performance, Ipsos in LATAM.

We quiz Nico about the best practice measures being taken by organisations around the globe, to adapt to this new environment, to provide support, care and protection to customers, to do the right thing by employees and, indeed, to do the right thing by the world at large.

Find out more about Customer Experience, Mystery Shopping, Retail Performance and Retail and Consumer Intelligence at Ipsos.


Episode 2 - Welcome to Customer Perspective, recorded week of April 20th, 2020. This week, our hosts, Helen Wilson and Trevor Clarke, welcome Ipsos colleagues, Craig Bradley, Global Service Line Leader of Channel Performance, Ipsos and Becky Harris, Head of Channel Performance, Ipsos in Canada.

This week we’re getting to grips with Channel Performance – what this means and how we go about measuring it, including via Mystery Shopping. We take a look at some of the changes we’re seeing in this time of coronavirus and more generally, and what this might mean going forward.

Find out more about Mystery Shopping, Retail Performance and Retail and Consumer Intelligence at Ipsos.


Episode 1 - Welcome to our first episode of Customer Perspective, recorded week of April 13th, 2020. This week, our hosts, Helen Wilson and Trevor Clarke, welcome Ben Llewellyn, Global Service Line Leader of Customer Experience, Ipsos.

At Ipsos, we’re being asked for help in addressing clients’ questions about the disruption that coronavirus is having on society, on their business and customers, and its impact on their CX programmes – on measurement and management. We’re kicking off the first of our podcasts with the aim of addressing some of those tough questions we’re hearing from our clients around the world about their CX programmes, in particular.

Learn more about why Customer Experience still matters amid coronavirus and social distancing and find out more about Customer Experience at Ipsos

Customer Experience / Kundenerleben