NICOLAS MAECHLER

» The last few years have seen a huge increase in management focus on customer experience ( CX ) for business , which was seen somewhat traditionally as a consumers ’ topic . The impact has been significant as customer experience matters in all industries . Moving from simple annual surveys to real feedback loops , they have started redesigning their operating models to be more customer centric . COVID-19 accelerated this shift : when your industry is at risk , those focusing on their customers come through stronger .

» Companies of all types – airlines , banks , department stores - are still heavily reliant on survey-based tools and feedback loop systems to gather and respond to customer feedback . By touching 5-10 % of your customers , these approaches act as a good temperature check to see how the company is doing . However , it falls short of understanding and proactively addressing what the core of your customers want .