Everyone says "engage all staff in the customer feedback process" — and almost nobody actually does it. Our research across 80 organisations gives the chart that shows what happens when you do: significantly higher overall success. Here's why customer feedback isn't Marketing's, Strategy's or Customer Service's job alone, and how to genuinely get everyone involved without sliding into theatre.
Your dashboard says NPS is up 15 points week-on-week. Email's already drafted. Then you stop — was that real, or just sampling noise? Take credit for the rise this week and you'll be taking blame for the drop next week. Here's how to tell whether NPS has really changed, with a downloadable spreadsheet to check for yourself.
When the marketing team is the only source of campaign ideas, you're leaving the best ones on the table. Contact centre staff, customers, Q&A and your support teams all see things marketing can't — and most of them are willing to contribute if asked. Here's how to plug them into campaign design without bogging the process down.
By the time a campaign hits the call centre, most of the decisions that decide its success are already locked in. Skip a check at this stage and you'll wear the result for the next eight weeks. Here are the five set-up questions every marketer should ask the call centre before handing over — small interventions, outsized impact.
Most contact centres see service as a cost line and sales as a separate team. That separation leaves money on the table — good service is one of the cheapest sales channels a business has. Here are six ways to use service to lift sales and cut costs at the same time, including a real FMCG example where four query categories explained 70% of inbound.
Most contact centres have a stable Quality & Assurance program — and don't use it to inform staffing. That's a missed lever. Here are seven resourcing tips that consistently move the dial, starting with using Q&A scores to identify your high-performers and propagate what they do across the team.