Many companies I work with are in some kind of transition. They’ve trying to change how they work to deliver a better customer experience. Some find this very challenging, and with good reason. Managers are generally well equipped to handle the status quo and carve out incremental improvement to things like commercial strategy or operational […]
Much is made of the impact of digital disruption on the role, relevance and value of brands, with some even suggesting that brands are drowning in a whirlpool of digital channels, social media and online intermediaries. A whirlpool where price is king and brands are yesterday’s news. However, nothing could be further from the truth. There’s overwhelming […]
A recurring theme of the programmes I run with customer experience teams all over the world is that in today’s volatile and ultra-competitive environment, good is rarely good enough to win. The quest for brand managers and customer experience specialists is to deliver a value proposition that’s different (from their competitors), in ways that are relevant and […]
Corporate speak and clichés – don’t you just love ‘em? Among the most commonly used and abused is “customer centricity”. Now don’t get me wrong, the idea of customer centricity is spot on. It’s just that the more I hear about it the less I see it in action in the way businesses treat customers. […]
Ashton Brand Consulting Ltd