Our Thoughts

TLF Gems Newsletter April 2020

1st June 2020


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Your monthly CX and insight update from TLF Research



"Protecting ourselves in every possible way from a virus that is highly transmissible and ignores every type of defense is worth the effort, to put it mildly."

Hans Rosling, Factfulness




It's fair to say that the world looks very different today than it did last time I sat down to write this newsletter. Whether or not we should have been quicker to anticipate this crisis is a question for wiser heads than mine.

What does it all mean for the customer experience? Times of crisis, whether social or individual, are a crucial moment of truth for customers. This is where you, as an organisation, get to show your true colours, and customers will remember for years how you respond in the next few weeks.

You may have seen that we've recently brought back to the forefront of our branding the phrase "doing best what matters most to customers". Now is a good time to make sure you're concentrating on the things which really matter.

Thanks for reading,

Stephen

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Stephen Hampshire

Client Manager, TLF Research

stephenhampshire@leadershipfactor.com



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Here's 7 things we think are worth your time this month...
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Seth Godin: "That depends. If we mean, 'Is everything going to be the way it was and the way I expected it to be?' then the answer is no. The answer to that question is always no, it always has been.

If we mean, 'Is everything going to be the way it is going to be?' then the answer is yes. Of course. If we define whatever happens as okay, then everything will be.

Given that everything is going to be the way it’s going to be, we’re left with an actually useful and productive question instead: 'What are you going to do about it?'"






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One of the difficult things with an epidemic is wrapping our heads around exponential growth. David Colquhoun shares a helpful illustration: "Here’s Wembley Stadium. The watering system develops a fault: in minute 1 one drop of water is released, minute 2, two drops, minute 3 four drops, and so on. Every minute the number of drops doubles. How long will it take to fill Wembley stadium?"






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In unprecedented times, do customers have unprecedented needs? We turned to our panel to find out how customers are feeling. More than ever, they want communication; but make sure it's relevant, useful, communication, not generic marketing platitudes about being there for them. Read the full report for more detail.







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Many psychologists believe that emotions are universal, but this interesting study suggests that there may be important differences in the meaning of emotional words across cultures. "...we found that words such as 'anger' and 'fear' varied widely in their meaning across cultures, far more than color concepts such as 'red' and 'blue'."







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Should you involve customers in new product development? This (quite academic) article looks at the evidence, and concludes that the timing is crucial. "The analysis reveals that involving customers in the ideation and launch stages of NPD improves new product financial performance directly as well as indirectly through acceleration of time to market, whereas customer participation in the development phase slows down time to market, deteriorating new product financial performance."







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Excellent explanation from Stephen Few about the difference between ordinal and interval scales, why ranking and quantification are very different, and why it matters. "If ordinal quantification is misleading, why is it done? Mostly, for convenience. It allows people to represent something that is difficult to measure with a simple number, but that number is inherently misleading."







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We were talking about "what matters most" long before this book was published, but there's no denying that we were pleased to see Harvard Business Review singing from the same hymn sheet. "What customers want is simply better - not more differentiated - products and services".




 

 

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