Our Thoughts

TLF Gems Newsletter January 2020

2nd January 2020

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Your monthly CX and insight update from TLF Research

“Rough layouts sell the idea better than polished ones.”

Paul Arden

 

Happy New Year! That went fast didn't it?

Not just a new year, but a new decade - what will the 2020s bring, from a customer experience and insight perspective? We could easily list the usual suspects (AI, digital, personalisation, etc., etc.), but one thing I'd like to see is more organisations adopting a strategy based on customer loyalty.

Customer satisfaction as a tactical good is accepted by most, but it's still quite rare to find organisations that genuinely prioritise customer experience over short-term revenue (with the understanding that the rewards will be greater in the long term). I predict big disruption for sectors which have relied on price wars and inertia to win and keep customers until now. Bring it on!

Thanks for reading,

Stephen

Stephen Hampshire

Client Manager, TLF Research

stephenhampshire@leadershipfactor.com

 

Here's 7 things we think are worth your time this month...

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In this excellent article Scott Young highlights the correlation between success and the simple fact of taking action, and asks "...why do many of us get caught in loops of laziness, self-sabotage and procrastination?" He outlines multiple possible explanations for why we so often fail to take action, and points towards ways to get better - maybe just in time for your resolutions?

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Interesting look back at the 2010s as predicted in 2010, with some reflections on the "numinous art" of futurology. I think there's something important about the difference between spotting societal trends and predicting specific technological wins and losses, which tends to be very hit and miss. "It’s not hard to predict these things. What’s hard is to get companies to move in time."

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This Marketing Week podcast takes a look at NPS. Much of it is pretty basic, but good to hear from Reichheld himself with some criticisms we'd share of organisations who obsess about the aggregate score “as if it’s magic”. We would also agree that linking scores to behaviour is crucial. “The most important thing is to make sure everyone understands the purpose.”

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Interesting CBI Report on the importance of innovation, and government's role in fostering it through the Catapults and other measures. "To capture the benefits that flow from innovation-led growth and realise ambitions to lead the world in challenges like clean growth, healthy ageing and the future of mobility, the UK must take action to catalyse an R&D movement throughout the UK."

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Andy Kirk, the Yorkshire dataviz guru, has put online his slides from a recent talk on the state of the union for data visualisation at the end of 2019. It's an excellent summary filled with wonderful examples, and it's particularly useful to see the trends that Andy identifies for us which are likely to keep growing.

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A fascinating article on new ways people are finding to derive data from pictures, both satellite images and street-level photography, in order to build models. This intersection of geography, big data, and social research has obvious implications for organisations who want to understand their customers better. "A new frontier of discovery, and a thrilling place to be."

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It's interesting, looking at the reviews, to see how polarising this book is. I can see why, although I'm firmly in the 5 star camp. Don't expect much detail, but if you need a quick dose of creative inspiration it's hard to go wrong with Paul Arden's thought-starting little classic. "Don't give a speech. Put on a show."

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