In this episode we feature an interview between Stephen and Irina Poddubnaia of Trackmage, a company which specialises in helping E-commerce organisations with their “post purchase experience” — delivery tracking, communication, and reviews.

Stephen and Irina talk about the missed opportunities in post-purchase communications, why organisations value new customers over existing customers, and where customer journeys begin and end.

Thanks to www.podcagent.com for arranging the interview.

In the second part of his interview with Albert Evans of ContactEngine, Stephen asked Albert for some more detail on how behavioural science can play a part in the customer experience. They talked about the importance of testing, the power of details in the experience, and how to know when to stop.

You can read Albert’s articles for Customer Insight magazine here.

We mentioned the MINDSPACE framework from the Behavioural Insights Team, and the classic paper “Why Most Published Research Findings Are False” which covers issues such as the file drawer problem and p-hacking.

Greg and Stephen discuss customer loyalty, based on Stephen’s recent webinar.

Customer loyalty is much misunderstood (it’s about far more than retention and “loyalty programmes”), but used in the right way it can be the key to linking the operational focus of customer experience to your organisation’s strategy.

If you missed the webinar, you can watch it on demand here: https://www.tlfresearch.com/webinars/understanding-customer-loyalty-attitudes-behaviour-and-value/

Can you believe Net Promoter Score is 18 years old?

Love it or hate it, you can’t deny that NPS has been the most successful movement in the history of customer research.

NPS has become a de facto standard, but like its inventor Fred Reichheld, we have reservations about the way in which it’s used. In this episode Greg and Stephen talk about some of the ways NPS is used and misused by businesses and customers.

Stephen quizzes Greg about his recent webinar “Using the Voice of the Customer to Change Your Organisations’ Culture“.

It’s not about “voice of the customer” research programmes, but about ways in which the actual voice of the customer (captured in audio, video, or in the flesh) can be used to make an impact.

We now have over three years’ worth of data about consumer sentiment in the UK from our Index of Consumer Sentiment.

In this episode Greg and Stephen discuss why TLF Research started measuring consumer sentiment, what the trends show, and why it matters.

You can download the free white paper to explore the findings in more detail: https://www.tlfresearch.com/downloads/the-index-of-consumer-sentiment-quarter-1-2022/

Greg talks to Stephen about his annual webinar on the Customer Experience Landscape, and the five themes he identified for the year: The New Normal, Trust, Ownership, Systems, and Experience.

One of Stephen’s recommendations was to sign up for Purple Tuesday, which we mentioned on the last episode. You can do that here: https://purpletuesday.org.uk/

If you missed the webinar, you can watch it on demand: https://www.tlfresearch.com/webinars/the-customer-experience-landscape-2022

Every year Purple Tuesday reminds us of the importance of creating good experiences for disabled customers. The next is on 3rd December, which gives you plenty of time to prepare!

Last year we teamed up with Purple Tuesday to survey disabled customers on our panel in order to better understand their experiences. We learned along the way that UK businesses lost over £400 million during the pandemic alone due to inaccessible websites. You can find out more about the research in this article: https://www.tlfresearch.com/purple-tuesday/

In the episode Greg and Stephen discuss some of the key themes, reflect on whether a better disabled customer experience means a better experience for all customers, and ask what more we need to be doing.

In this episode Stephen spoke to Albert Evans of ContactEngine to chat about the role of behavioural science in customer experience.

Albert is writing a series of articles on behavioural science for Customer Insight (starting with this one), and it was really good to talk it all through, compare notes, and share a few bugbears!

Understanding what you can take from theory, how to blend it with the knowledge of people on the ground, and why it’s still important to test things with customers can make a big difference to designing new customer experiences.

Like most suppliers, we’ve had some bruising experiences with procurement and tender exercises.

Is it all bad, or does procurement have an important role to play? How can suppliers and their customers build closer relationships, and make sure they both get what they want out of a project? Greg and Stephen talk it through.