Customers buy products to solve problems, so the better you understand the problems, the better the product. Pain points come in four flavours (physical, financial, productivity, process), and B2B pain points behave differently to B2C. Here's how to identify each type through surveys, support data and sales conversations, then address them through product and experience design.
Patient experience is now a board-level metric in most health systems, but the NHS Friends and Family Test and other NPS-derived patient measures all have quirks the textbook NPS playbook doesn't address. Here's how NPS adapts to healthcare, what benefits it delivers, and where the limitations bite hardest.
Banks have more customer data than almost any other industry, and still lose customers they could have kept. Here's how to match retention tactics to each stage of the banking life-cycle, and why customer feedback and personalisation only work when they're tied to the journey.
Skip the reminder and response rate drops 33%. Use an image-only survey link and it drops another 43%. Use a department in the "from" field and there goes another 43%. Fix those three things and you can lift response rates by 500%. Here's the complete guide to maximising survey response rate, with every detail mapped, calculation, contact data, pre-notification, invite copy, and timing.
"Customer journey map" has come to mean about five different things, depending on who's saying it, customer journey, user journey, buyer journey, user flow. The confusion shows up in every workshop. Here are the four main types, what each is actually for, and how to make sure you and your team are working from the same map.
Top-of-funnel, middle-of-funnel and bottom-of-funnel sound like marketing jargon, and they're three genuinely different problems that need different content, offers and metrics. Get TOFU, MOFU or BOFU wrong and the funnel quietly leaks. Here's a working definition of each, the tactics that fit each stage, and the metrics that show whether each stage is doing its job.
