Marketing automation is one of the great efficiency multipliers — and one of the great time-wasters when set up badly. After 20 years and six different platforms, here are nine best practices that survive a platform change: start with the journey map, automate processes not campaigns, build over time, test relentlessly, and keep the system count down even if it means compromising on features.
CSAT has been around since the 1980s, so it must be the safe choice — right? Not quite. Here's why customer satisfaction is a poor predictor of customer loyalty, what NPS does differently, and which one to choose when you can only run one survey.
Most training feedback forms ask 15 questions and tell you nothing actionable about the course. After analysing tens of thousands of responses across hundreds of training surveys, six questions consistently emerge as the only ones that matter. Here's the list, why each one earns its place, and the popular questions you can confidently drop.
In B2B, a single misunderstood interaction can quietly end a relationship that took years to build. The fix isn't a heroic intervention — it's a steady commitment to learning what's not working. Here are four approaches that consistently improve customer interactions, drawn from years of B2B feedback data.
NPS isn't a metric you bolt onto an existing survey — it's a process you build into the business. Confuse the two and you get the question without the value. Here are the seven steps, refined over 15 years of NPS consulting, that take you from buy-in through to operating rhythm without skipping the bits most rollouts skip.
Roughly two-thirds of customers say they'd rather solve a problem themselves than talk to a person — but only when the self-service experience actually works. Most don't. Here's the checklist for building self-service that customers prefer, not just tolerate, across software, knowledge base, chatbots and the human safety net behind them.