Human centric brands

Silicon Valley brand guru, Allen Olivo, recently spoke at an industry forum, where he highlighted how important it is for brands to be human. “You don’t want to have to keep rebuilding and rebranding your company and lose… Read More

Gatorade revitalized by reconnecting with the core customer

In a recent HBR article, David Robertson highlights how Gatorade addressed a decline in sales by re-engaging with its core customer – the elite athlete. They found that while elite athletes needed to hydrate throughout competition, they also… Read More

A Case Study In Re-branding Using Design Thinking

Earlier this year, an Australian based company specializing in helping organisations improve their customer experience using Design Thinking, The Customer Experience Company, re-branded itself after 15 years of considerable growth. They also created and moved into an entirely… Read More

Aussie and example of Australian companies that ‘get it’

It was good to see at a panel discussion at this year’s annual CMO, CIO and ADMA Executive Connections breakfast event, evidence that some Australian companies are really starting to get what it means to be customer centric…. Read More

Unlearning old ways

In a recent HBR article, Why the problem with learning is unlearning, Mark Bonchek contends that in this age of Digital disruption, companies have been too focused on learning new ways of doing things and have not paid enough… Read More

The red ocean or the blue?

I have recently read the “international bestseller” Blue Ocean Strategy and found it a very insightful read. A blue ocean is essentially an uncontested market space where there are no competitors allowing the company that creates it to excel. However, a… Read More

Big Data does not have all the answers

An insightful article by Martin Lindstrom, on why everything we learn about customers from analysing (Big) data is, well, not everything. Martin uses the example of LEGO, and the numerous ‘big data’ studies LEGO commissioned that saw the… Read More

Customer Loyalty Means What?

Annette Franz recently authored a post asking if readers new what Customer Loyalty is. You can read the full post here.  Annette ended the post by asking the question again but this time a little more closed, as to… Read More

Corporate Culture Rethink Required?

In a recent CMO article, Customer Experience Economy Requires Corporate Culture Rethink, former NAB CMO, Sandra de Castro explains that organisations need to break down the long standing silos. “There is an opportunity to create a revolution in… Read More

Segment Customers By Their Needs

Traditional market segmentation methods, including those I was taught when studying an MBA, focus on segmenting (a.k.a pigeonholing) customers based on criteria such as: demographics (age, sex, marital status, income), geographic (country, post code), behavioral (attitude towards, usage of… Read More

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