One of the things that brought me great fulfilment this year was to serve as Chair of the Inclusive CX Committee (formerly the Diversity Advancement Committee) at the CXPA. As my term comes to a close this December, I find myself reflecting on the evolution our thinking has undergone throughout 2025. The name change wasn't [...]
It's time for refreshed insights on Product‑Market Fit (PMF). If you’ve read my earlier version, this one will feel familiar—but with freshly baked data, investor realities, and real-world examples that reflect where we’re at in 2025. After building VoC programmes for several tech startups, I've seen a troubling pattern: founders obsess over product features while ignoring [...]
This year, my husband and I traveled to Italy. We wandered through Venice's canals, explored Florence's art and architecture, visited Pisa, and spent time in Rome taking in its ancient streets and iconic landmarks. Like many visitors, we were drawn to the Trevi Fountain, the Spanish Steps, the Leaning Tower—the places that have witnessed centuries [...]
Sarah had all the right credentials. MBA from a top school, five years at McKinsey, three years leading customer experience at a Fortune 500 company. Her NPS scores were solid, customer satisfaction metrics trending upward, and she'd successfully implemented two major system upgrades. So why was her CEO asking pointed questions about "transformation impact" in [...]
We've had several conversations recently with CX leaders that got us thinking. Their AI chatbots were handling thousands of interactions successfully—until one told a frustrated customer to "calm down." Sound familiar? You're not alone. This scenario is playing out in organizations worldwide, and it's exactly why responsible AI governance has moved from "nice to have" [...]
Introduction Win-loss analysis is one of the most powerful tools a customer experience or marketing leader can use to understand why deals are won or lost, improve customer journeys, and drive strategic growth. While metrics like NPS, CSAT, and CES tell you how satisfied your customers are, win-loss analysis explains why customers make the decisions [...]
I've spent the better part of two decades helping organisations navigate growth strategies—from Silicon Valley SaaS startups to global financial institutions. And if there's one thing I've learned, it's that the most heated debates in business often miss the most important point entirely. The product-led growth (PLG) vs. customer-led growth (CLG) conversation is no exception. [...]
I was doing some LinkedIn research this week and noticed a colleague I hadn’t engaged with in years was living in my old hometown. Being curious, I asked him about it and where he lived. That simple exchange brought back a flood of memories — the fun our family had, time with friends, summers at [...]
We've had several recent conversations with brands that got us thinking. They were frustrated because their customer service team was drowning in repetitive inquiries while their customers were getting increasingly impatient with response times. Sound familiar? This scenario is playing out across the globe, and it's exactly why artificial intelligence (AI) has moved from "nice [...]
Welcome to M4 Communications' Five Customer Experience Trends to Drive Value in 2025. Before we dive into the Five Customer Experience Trends to Drive Value in 2025, I want to start with a story. I recently had a similar experience to the scenario below. I tried many times to connect to a live agent, it [...]
User research has become much more vital. Organizations now realize how valuable research is to understanding behaviors and needs of users and taking those insights and making informed decisions to drive customer value and corporate growth. Research must be organized and managed in such a way that it can be used to its fullest potential. [...]
When CX teams conduct customer and user research, they use everything in their tool kit to understand customers and this understanding informs on the decisions they make to improve customer experiences. Qualitative and quantitative research make up this understanding. There are two components to this research - desk, or secondary, research and primary research. Desk [...]
Welcome to M4 Communications' Five Customer Experience Trends to Drive Value in 2023. Before we dive into this year's trends, let's review the state of Customer Experience from last year. EPSON scanner image State of CX in 2022 2022 was all about deterioration of customer trust. There was a stat a few years ago that [...]
Welcome to M4 Communications' Five Customer Experience Trends to Watch for in 2022. As we normally do before we dive into this year's trends, we take a look at the state of Customer Experience last year. EPSON scanner image State of CX in 2021 2021 was about issues in the supply chain. The only thing [...]
Prior to social media and digital tools, it was a challenge to understand who the customer was and what they wanted to satisfy their needs. Even with all the social and digital tools to help us get close to customers, learn from and listen to them, and engage with them, we still are behind to [...]
Welcome to M4 Communications' Five Customer Experience Trends to Watch for in 2021. Before we dive into what's in store for this year, let's take a look at the state of Customer Experience. If we were at the beginning of 2020, no one could have predicted how upside-down, sideways, diagonal our lives would become at [...]
Welcome to M4 Communications' Five Customer Experience Trends for 2020 To Watch. This has become an annual event here at M4. But before we dive in, let's take a look at where we are with Customer Experience. The Current State of Customer Experience So, where are we with Customer Experience (CX)? The answer to the [...]
The 7th annual CX Day is on Tuesday, October 1, 2019. It's always an exciting time for me because it's when we celebrate customers, the customer experience (CX) profession, and each other. Last week, I was a guest on a twitter chat and I said just that, and we should treat every day as CX Day. [...]
I love this time of year. It's the time of year we reflect on the journey we've taken and the journey we've yet to take. It's also when we hear many prognostications on predictions and trends. So before I provide you with the key customer experience trends for 2019 - which has become an annual [...]
I had a wonderful time in October participating as ICMI's first guest on it's new show, First Friday Fireside Chat. You guessed it - the show is on the first Friday of each month on Facebook. The show covers all things customer service and beyond. We talked about customer experience (CX). I was asked about [...]
