Blog

Face-to-face interviews remain one of the most powerful tools in B2B customer understanding. While surveys tell you what is happening, in-person conversations reveal why. With as few as 5 to 10 carefully conducted interviews per segment, you can uncover up to 80% of your clients’ critical pain points, without enormous resources. Investing in these human connections not only delivers richer insights but also strengthens trust and transforms business relationships into lasting

It's important to understand how you can transform raw data into actionable insights. In this article, you'll discover how actively listening to data can shift your perspective, enabling you to extract meaningful patterns that drive informed decision-making.

We waste too much breath in customer experience circles debating the "perfect" metric. Is it NPS? CSAT? CES? Which one holds the real key to the customer's heart? Which deserves the throne in your strategy deck? Here's the uncomfortable truth: It doesn't matter. That's right. The number itself,  whether it's a 47 NPS, a 6.8 CSAT, or a 2.3 CES,  isn't the engine of customer-centric transformation. It's merely the dashboard light.

The first in a multi-part series designed to help organisations understand, implement, and evolve effective Voice of the Customer (VoC) programmes.

Can AI and data analytics really replace first-hand customer feedback?

Introduction: In the world of business metrics, the Net Promoter Score (NPS) has long been a popular choice for measuring customer...

The reasons why AI falls short in this specific context, highlighting why face-to-face customer interactions remain essential

When evaluating customer satisfaction scores, don't fixate on the number. Become obsessed with fixing the issues!