Customer Experience

What happens when there is a mismatch between what a brand promises to its consumers and their actual experience? Fiona Moss explores the promise-experience gap, the benefits of aligning the two and the pitfalls of over-promising.

A seven-step guide for organisations to derive more value from a better mystery shopping programme.

One of the most important developments facing brands today is how digital technology is fundamentally changing customer behaviour and decision-making. This paper introduces five 'Mind Economy' trends to suggest how consumer packaged goods (CPG) brands can achieve growth in this reality.

How to evoke an emotional response to leave strong branded memories. While we all know the importance of first impressions, this report highlights the significance of a good last impression.

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 bias.