Category: Thought Leadership

Our take on the Women in Technology Online Festival 2021

The Women In Technology Online Festival is a global festival celebrating the power and resilience shared amongst female tech professionals. For the second year in a row, we made sure that any of our female colleagues who were keen to attend were given the opportunity to do so.

As part of the event, we asked our colleagues in attendance to give their feedback on the sessions they attended – as well as their overall experience of being a woman working in the technology field. You can find a video focusing on that latter part here, but in this blog we’ll look at the feedback our team gave for the sessions they joined.

It was a jam-packed event this year with a keynote from Michelle Obama, and speakers including Whitney Wolfe Herd of Bumble, Lori Beer of JP Morgan, and further speakers from household names such as VMWare, Zalando, Cisco, and more.

Below, you’ll find feedback from Charlotte, Emily, Erin, and Alexandra, who were among some of the team from Enigen who attended!


Enigen Marketing Director

“Key takeaways for me were around Networking & Confidence in Leadership. Early on in the week I joined J. Kelly Hoey’s session, author of Build Your Dream Network: Forging Powerful Relationships In A Hyper-Connected World. This session was a breath of fresh air, a take on networking where it is still personal. The key here was her suggestions mean you don’t lose out on the opportunity to forge meaningful, lasting connections in virtual settings. It was so good I bought her book!

Confidence is something I think we all struggle with, just in different ways. I really enjoyed hearing examples of ways to prepare in a more virtual environment, that helps to keep you inspiring, on track and engaging.

There were some great ‘exercises’ to help with feeling confident, particularly in your leadership style. We all need a reminder sometimes on what we bring to the table.

I have gone away with 3 exercises to help me mentally keep that good old ‘PMA’ (Positive mental attitude):

  • What are my top 3 successes?
  • What are my top 3 strengths?
  • Create a power pose like the ‘Fearless Girl’  a 4-foot girl —hands on her hips and wind whipping her hair—opposite the New York Stock Exchange at 11 Wall Street. I can now be found adopting that pose before my calls!”


“This was my second year attending the Women in Technology festival, and by complete accident the sessions I stumbled upon were either incredibly interactive, and or else very informative.

In terms of informative – did you know, for instance, that the average person’s attention span has gone down from 12 to 8 seconds? Or that a recipient of an email is 20% more likely to open it if their name is in the subject line? Thanks to these sessions, I have pages of notes and tips which were freely bestowed by these successful women, and what struck me was how passionate and enthusiastic this community was in seeing others succeed – regardless of gender.

In terms of the more interactive sessions, I was convinced they would not be for me, but I was mistaken. It was so engaging to see, not only the speakers, but the audience speak up to share their experiences and opinions on the industry. It was so interesting to hear their varied perspectives, especially when I compared them against my own experiences of being a Women in Technology. I feel fortunate to say that my own company does not reflect the realities that most have endured. For example, in one session, the host recounted that she had always been the only female on any leadership team she had ever worked at. In my own company, half of our directors are female, and while females remain the minority, I have not once felt discriminated against because of my gender.

Given the continuation of global events such as these, I hope this will continue throughout my career.”


“It was great to attend the Women In Tech festival for the second year running. This year’s key note speech was from Michelle Obama, she spoke passionately about women’s health, working mothers, the importance of flexibility and having women leaders and decision makers in the workplace so solutions address the real needs of women, rather than hypothetical needs. It was an empowering and inspirational session!

Another session I found really interesting was ‘Creating Gender Equality in a Post COVID World‘. The speaker, Asif Sadiq, focused on the importance of diversity, inclusion and belonging. Asif highlighted that diversity is the right thing morally –  and legally there are implications of not doing equality right – but beyond the moral and legal case, the business case has never been as important as before. Having inclusion in the workplace means better results, better profitability and better engagement. One point that struck me was the importance of moving from inclusion to belonging – unless individuals can be their true authentic self, use their voice and bring their unique lived experiences, we are not truly benefiting from inclusion.

One key takeaway that I took from the session was the biggest things that have an impact to embed inclusion are the day to day behaviours – giving someone a voice in a meeting that hasn’t spoken up, saying hi, engaging in conversation and being authentic.”


“I attended many sessions, but one of my favourites was Former First Lady Michelle Obama’ Speech. I have empathized with her view of focusing more on flexibility at our workplaces, where employers are able to embrace the entire life of the employee and not just see them as a simple worker, as a machine, but as people with challenges, with ‘life happening’.

After the pandemic, workplace has started to resume normal schedule, but many employers have not considered where families are. Families are facing different challenges at different times, but has the workplace figure it out what to do to meet employees where they need to be? Is this possible only for professionals? How many employers have asked the question to their employees: ‘How are you doing? What challenges are you facing at home?’ Challenges of childcare or dealing with small children. I am one of the lucky professionals, to have been employed by one of those open minded, empathic, and upstanding employers. But what about the rest?

I believe this strange time we are all living has unconsciously pushed more employers to understand the value to their bottom line in creating family flexible workforces, which will not only help women, but will help the entire workforce. Obama’s words empowered me and strengthened my believe that ‘balance’ is the key in life!

I also liked ‘Thinking Space: Using Neuroscience to Coach and Calm Your Teams‘ by Mika Kioussis, session that reminded me how important it is to focus our attention on the present emotional state. I strongly believe in the power of Mindfulness Training, and I think that companies should integrate mindfulness into their regular meeting routines.

How to Lead with Humanity‘ by Niamh Graham has reminded me that respect is one of the magic ingredients to create a perfect human experience and that ‘Positivity fuels positivity’.

Through ‘The Good, Bad and Uncertain of being a Woman in Tech‘ session, I have understood that surviving into the tech industry as women, we must make our emotions our strengths. Even though expectations are thrown at you in a positive way, it can still feel like a burden to the individual, so you need to be comfortable with yourself and set your own expectations.

WITF week has given me a genuine mental refresh, enlightening me on how important it is to know your own worth, to always stand up for your values in any situation and never forget that everything comes from within!”

Our take on the Women in Technology Festival

Women in Technology Festival Enigen CX

The Women In Technology World Series Online Festival is a global festival celebrating the power and resilience shared amongst female tech professionals.

This year we made sure that any of our female colleagues who were keen to attend were given the opportunity to do so. So between the 16th-20th November our colleagues Emily Smakowski, Charlotte Baillie, Irina Ashdown, Erin Shaw, Swapnaja Gholap, and Alexandra Luca all took part in a number of sessions and listened to the inspiring speakers that took the stage.

We asked some of the team if they would be happy to share their favourite anecdotes, their notes on the sessions, and the thoughts that stuck with them after the event so that we could publish them for others to see. Below you’ll find a collection of their highlights from the week.


“I attended many sessions, but one of my favourites was Igniting Inclusion through Intersectionality (Alix Fitzgerald, Senior Product Manager and Mindy Khakra, Technology Manager, Expedia Group). This session on igniting intersectionality (a framework for understanding how aspects of a person’s social identities such as gender, race, sexuality, class, etc combine to create different types of discrimination or disadvantage) was really thought-provoking, and the speakers were really honest about their own experiences of intersectionality.

One point they made that struck me was to recognise that in our personal lives we choose who we surround ourselves with, we choose the people that make us feel safe. In a company and business setting we don’t always get to choose who we surround ourselves with, yet we spend a considerable amount of our time in the work environment – so it’s important to make it a safe space. I am fortunate that both my female and male colleagues at Enigen are really excellent at creating that feeling in the workplace.

My key takeaways were the importance of having these types of conversations at work and the session inspired me to educate myself more as an act of solidarity.”


“I attended several sessions, but as a Consultant I was naturally drawn to the tech-oriented presentations. I thought all of the presentations I watched were brilliant, they are superstars in their organisation. I might not know a lot about AI or blockchain just yet, but I think it was good to know/hear from the experience of other women.

Conferences like these are a great way to get out of my bubble and immerse myself in the outside world – technology trends, engineering, leadership, and cultural drivers. It really left me feeling inspired to try new things and explore more.”


Enigen Marketing Director

“My favourite session was probably one of the Friday Focus workshops; Masterclass: Confident speaking in a virtual environment. The presenter was really engaging and particularly now, when everything is remote, it was very timely.

What I took away from it is how little time and opportunity we have to really engage our audiences via Zoom, Teams etc.

The thing that stuck with me most was that I feel newly confident in making a proposal or request in 30-seconds. It was great to be able to get “hands-on” and it really worked. I definitely feel more confident with remote presenting and feel it will make me a better communicator in the future.”

Enigen Alliances Exec


“The most impactful statement I heard was as follows: ‘None of us are immune from bias, we all have work to do.’ This phrase was spoken by Sophie Edmond (Founder, The Art of Women’s Leadership) whose thought-provoking, research-driven workshop gave me intense clarity in regards to the power of shame-free promotion, and how, as women, it is not only beneficial for our professional advancement to shamelessly self-promote, but essential.

To combat this, a woman must work twice as hard… But as millions of amazing women have demonstrated again, and again, and again… we are not afraid of hard work. Weighed down by centuries of inherent bias, women are expected to be kind, women are expected to be likeable, women are expected to be maternal… And yet, if a woman possesses any one of these traits, she is seen as inherently ineffective in the workplace.

Thank you to all the amazing professional women out there who are not just passive bystanders, but leaders and enablers of change!”

The Age of Connectivity: When IoT Devices Supercede Human Presence on the Web

During 2008, there was a seismic shift that would predestine how we’d continue to interact with technology. It was at this point that it was estimated that more devices were connected to the internet than people. Ever since then, the ‘Internet of Things’ (IoT) has only continued to grow. What’s gone from the novel use of sensors to connect them to the internet for simple information purposes has turned into one of the most powerful ways to gather data on product usage in both B2C and B2B environments. (Source)

So, what is the Internet of Things? To break it down, IoT is the acronym used for the extension of the internet to any other ‘Thing’ beyond ‘traditional’ connected devices (First PCs, now also Smartphones). Those connected ‘Things’ gather information, send information back, or both. This usually takes the form of a small chip embedded into whatever device it is you want to gather information from or send information via, enabling data transfer for a number of different mediums; usage, GPS location, temperature, stress indication and so on.

In a recent article in The Manufacturer publication, our MD Alex Love touched on the data-driven society we inhabit. Acquiring, and mobilising, product usage data is one of the most effective ways to improve the customer experience – and because of this, we can only expect IoT use to expand. In fact it has been predicted by IDC in their Worldwide Semi-annual Internet of Things Spending Guide that IoT spending will reach $745 billion in this year alone and it is expected to surpass the $1 trillion mark by 2022 – a 15% increase on spending compared to 2018.

The fact that expenditure on IoT is increasing highlights the growth in the market for this technology and signifies the need for businesses to adopt it in order to thrive. That’s why Enigen have invested in providing consultancy around IoT. We see IoT as an important channel within CX. Below are just a few examples of how IoT is benefiting businesses, while improving their customer experiences:

Identifying technology faults rapidly to deliver better customer service

Because of the nature of connected devices, it’s much easier to identify any faults with products, technology or user errors. For example, manufacturers can use this technology in a process of predictive maintenance, servicing technical problems before they occur. In a business model where servitisation – the model of selling the license to a product for a set period as opposed to selling it outright – is highly prevalent, IoT can be deployed to effectively service these goods – reducing unplanned downtime on the customer end, and improving the customer experience.

Connected Devices CX Oracle Customer

Accurate, automated communication in Transport & Logistics

In the transport & logistics industry, IoT provides an opportunity to make end customers aware of delivery times and unplanned delays. For example, the use of IoT and Marketing Automation has enabled lorries to be tracked throughout their journey and when a shipment is running late, that lorry can pass that information on to the customer with an ETA so that they can plan accordingly. (Source).

IoT Customer Experience Oracle CX

Modernising Construction

A challenge we hear from our customers in the construction industry is one of projects running over time or over budget. With IoT, we can track materials as they move around sites and from stock yard to site, ensuring a more efficient project. Throughout the building, we can add IoT sensors to the electrics, the pipes, the heating – all in an effort to continually maintain these remotely without the need for as many manual inspections, while containing damaging faults throughout the building.

IoT CX Customer Experience

Creating an ethical alternative to ‘traditional’ methods

In an age where many consumers are thinking ethically about what they consume, the agriculture industry has had to adapt. Farm animals can now have a biochip transponder inserted under their skin to give them a unique identification number, which can also give them a GPS tracker, allowing the animals to roam without chance of them getting lost or stolen, and without causing the animal pain with the traditional uses of ear-tags, brands or tattoos.

CX Oracle IoT

IoT can benefit every business, because it forces a complete re-think of what “technology” can accomplish and as a result, there is an unlimited number of possibilities for customer experience improvement across many different business sectors. IoT has made it possible to identify technology faults quicker, it’s improved logistics and transport, created more efficient construction processes and driven ethical solutions in agriculture, to name but a few.

If you want to discover how IoT could be employed in your industry, or in your business specifically – Enigen’s IoT Consultancy package gives you the ability to do so. On a fixed price contract for a set period, Enigen will review your current IoT usage/processes (if you have devices already in place)  and make recommendations on how these can be integrated into your business successfully, seamlessly, whilst delivering ROI back into the business.



Image credit: Pexels

CX Digital Transformation in Sales pt. 1 – An #EnigenReadinar

The following blog is part of our #EnigenReadinar series, designed as a selection of condensed, text-based Webinars for you to read in your own time. In this two-part blog, we revisit our Webinar for the Nordics region in partnership with Oracle, titled ‘CX Digital Transformation in Sales’.

In the Webinar, Enigen UK’s MD Alex Love joined Oracle’s Director of Sales Strategy EMEA for Commerce, CPQ & Loyalty Cloud, Neil Pridham, in a discussion on how the digital landscape is transforming customer experience in B2B sales, and the steps your business needs to take to adapt to this transformation.

What’s all this fuss about Digital Transformation?

B2C businesses are used to the prioritisation of the customer and the focus on eCommerce that digital change has brought about, but the focus on an easy sales system, overnight delivery, and purchasing automation is imprinting on the minds of B2B customers as they go about making transactions in the B2C space. The drive for simplicity and self-sufficiency that is emerging in B2B transactions is originating from the customer and their experiences outside of B2B sales, and all of this is made possible by digital transformation.

In this new realm of B2B sales that are customer-driven, Neil says we have two choices. Traditional, and Self-Sufficient;

Digital Transformation in Sales

Traditionally, B2B sales takes the approach of using sales reps to outreach to customers. While this direct method is a great way to stay in touch with your customers, it’s expensive, regardless of whether these reps are direct or on-demand. The traditional alternative to reps is indirect sales; advertising, word-of-mouth, and social media.

On the other hand, self-sufficiency of sales is allowing the customer to approach your business; to diagnose their own problems and find their own solutions via independent perusal of websites and eCommerce stores. This method can be more convenient for the customer, and less expensive for you, but it can mean you lose contact with your target audience. The alternative to self-sufficiency in sales is assisted sales, where you maintain a customer’s anonymity but guide them towards a specific product.

Both choices – traditional or self-sufficient sales – are moving towards a digital environment, and underpinning this is the fact that customer experience is key. Increasingly, B2B businesses are expected to be consistent and adopt an omnichannel approach much like their B2C counterparts. When you browse a fashion retailer’s website on your mobile on the train and lose connection, the retailer knows where you were in your buyer’s journey when you pick back up on your desktop computer later in the day. Neil confirmed that this kind of approach is rapidly becoming the way B2B businesses are expected to operate – A 2014 Forrester report shows B2B buyers expect to analyse activities, view product information, take delivery, and return or exchange products across all channels through one source.

Underpinning all of this – Traditional and Self-Sufficient Sales, the effect of the Digital Environment – is Intelligence; Chat Bots, Artificial Intelligence, the Internet of Things – Data. We need this Intelligence to help build knowledge of our B2B customers to better shape the way we interact with them.

Digital Transformation Enigen CX

So, What’s Really Changing?

These are the key areas Neil suggests B2B businesses need to consider to stay ahead of the competition in the evolving digital landscape;

  • Marketing – There are increasingly personalised marketing channels available to B2B businesses that utilise aggregated data we could never have dreamed of having access to before, such as specific interests and behaviour. This data can be used to improve the B2B sales process in terms of identifying what specific customers are looking for, as soon as they arrive on your website.
  • Sales – According to Gartner, in B2B sales, “57% of the buying cycle is complete before speaking to a sales rep”. What B2B businesses need to be thinking about is how to access the influencers of the people making purchasing decisions.
  • Service – In the B2B space, the Internet of Things has opened up the possibilities of self-service and self-diagnosis on a macro level; for example, many hospital scanners are able to diagnose themselves and request maintenance or parts before they break down, and B2B businesses must adapt to accommodate these opportunities. Additionally, it is important for businesses to transform their service centres into profit centres (please read our ‘Mind The Gap’ EnigenReadinar for a further explanation).
  • eCommerce – Businesses must ensure that their self-service systems are cutting edge. Enabling your customers to buy directly and improving the sales process by removing third partners and offering customisation will soon shift from a desirable trait in B2B sales to a necessary requirement.

In Part 2 of this #EnigenReadinar, we’ll take a look at what Enigen UK’s MD, Alex Love, had to say on the topic of Digital Transformations in Sales. Read it here: CX Digital Transformation in Sales pt. 2

Are You Embracing Member Experience in Private Healthcare?

Customer Experience (or in the case of Private Healthcare, Member Experience) has become the hallmark of the successful modern organisation. Netflix, Amazon and Uber are 3 of the most well-known, most successful convenience-embracing businesses of the 21st century. As consumers become more empowered through the ‘always connected’ philosophy, we see this demand for convenience, ease-of-use, and joined-up services spread across all consumer-facing industries.

So where does that leave Private Healthcare in the UK? According to LaingBuisson, PMI sales in Britain are on the climb following the post-2008 slump, with 10.6% of the population involved in a plan – 76.3% of those through their employee medical insurance. With increasing PMI membership comes increased opportunities:

  • To attract new members who switch or begin a plan
  • To retain your members by standing out from your competitors

These two key opportunities for Private Healthcare Insurers and Providers can be best approached in much the same way Netflix, Amazon and Uber have developed their market share; by revolutionising the “Customer/Member Experience” – providing an easy-to-use service that is consistent and frustration-free.

The issue with member experience is that it’s a broad field – one that reaches almost every corner of the business. Every aspect matters; from the way your website works, to the ease of renewing a plan or comparing healthcare options, to the level of personalised messaging members receive, not forgetting excellent patient care. It can be easy to pump cash into one part of the business, expecting to boost the member experience, while neglecting simple issues like well-structured FAQs or a personalised website experience.


There are two primary methods which can be used to understand the issues your members face in purchasing or renewing their healthcare plans.

  1. Customer Feedback Surveys
  2. Customer Experience Journey Mapping

Customer feedback surveys are a tried-and-tested method to gain qualitative data from your existing members. They provide feedback on the positives or negatives of your member’s experiences. The primary issue with this is that they tend to only reach two particular types of member:

  • Members with glowing reviews
  • Members with harsh reviews

The key section of members your feedback surveys miss is those customers who never make it to membership. So, how do we investigate the issues this segment of your customer base experience?

Brain scan image for CXJM session Private Healthcare CXJM Customer Experience Journey Mapping

Customer Experience Journey Mapping (CXJM) is the process of mapping your member’s journeys; from their first point-of-contact with your organisation, through enquiring about and purchasing a plan, to post-sale contact. It’s a toolkit that allows you to walk in the shoes of your members, understand the pain-points in the buying cycle, and identify upselling opportunities.

At Enigen, we’ve led numerous CXJM workshops across a variety of industries, and time and time again they prove to be invaluable to those organisations who attend in understanding their customer’s journey.

Our next Customer Experience Journey Mapping workshop has been crafted specifically for the Private Healthcare sector, in partnership with Oracle. If your organisation is serious about revolutionising your Member Experience, or even just intrigued to find out more, make sure you come along to this free workshop on the 21st September in Moorgate, London, and we’ll help you understand the journeys your members are making, and how to improve them.

If you’re interested, make sure you register on our events page: You’ll have an opportunity to engage with peers and our expert coaches, while gaining first-hand knowledge of an emerging human centred outside-in approach to customer experience design. Take the toolkit to your organisation and be confident in your knowledge of the issues in your customer experience, and how to tackle them.

‘Mind The Gap’ – Bridging the Gap between Marketing & Customer Service Teams – An #EnigenReadinar

The following blog is part of our #EnigenReadinar series, designed as selection of condensed, text-based Webinars for you to read in your own time. In this particular blog, we revisit our Webinar in partnership with Oracle’s CX team, titled ‘Mind The Gap’.

In the Webinar, Enigen UK’s MD Alex Love joined Oracle’s Customer Experience Director Matt Bateson, and CX Development Leader Steve Benton, to hold a discussion on and answer the question of how we bridge the gap between the Marketing & Customer Service teams, and why it’s so important for your business to do so.

Mind the Gap Marketing Customer Service


When it comes to driving levels of customer engagement, investment and creativity is poured into marketing. Yet customer services, who see high levels of engagement, are encouraged to reduce time spent in contact with a customer. Why is this, and how can we take advantage of the time customer services spends with customers to improve the customer experience?

In the fast-paced and rapidly changing modern world, each new technological innovation can have a knock-on effect to how customers expect to be sold to, marketed to and engaged with. In this respect, we need to take an outside-in view of the customer experience and take the customer viewpoint into account.

Different areas of a business have a great deal of information for and about their customers, but often these areas aren’t joined up; they are silos. A siloed approach goes against what we know about customers; that they want a cohesive experience that holds continuity across all channels. So, what we need is a joined-up buying cycle to ensure the same message is being delivered to the customers at every step of their journey, regardless of the channel(s) they use.


We need to turn our service channels into marketing channels, and we need to break down our business silos to develop that cohesive, joined-up experience that our customers are looking for. This will ensure that customers and users of different service channels are getting a consistent service, and that people in these service channels have access to the same information as those in marketing.

The reason this is so important is because of the way customer service teams acquire the undivided attention of a customer for 5-10 minutes at a time. This is an incredible amount of time to make a positive impression on someone, especially in business-to-customer relations. Marketing teams are shifting away from the idea that impressions (the amount of times your message is seen) are everything, and are slowly embracing the attitude that attention (the amount of time spent looking at your message) is king. Yet we simultaneously have customer service teams actively trying to reduce the amount of time they spend in contact with a customer, to diminish that attention.

What this should tell you is that we need to shift the perspective of the customer service team from cost centre to revenue centre. To do this, it’s clear we need to re-imagine customer service and turn incidents into impressions.

Charles Darwin Customer Experience Business Evolution

Charles Darwin said; “It’s is not the strongest Species that survives, nor the most intelligent, but the one most responsive to change.” This could not be more true of businesses of today; whichever is the most responsive will be the most successful. So, make sure your business is the one that embraces the time customer service spends holding your customer’s attention, and ensure that you knock down the silos to create a cohesive, joined-up, cross-channel customer experience.

Oracle Service Cloud allows you to join up your CX service – the key capabilities include delivering web customer service; enabling a ‘cross-channel contact centre’ which is multi-platform, and developing a single knowledge base for your entire business to help empower customers and agents, unifying customer and business data in a single location. The power of Service Cloud lies in its ability to knock down internal silos, connecting your teams and amalgamating the data they are provided with. For bridging the gap between your marketing & customer service teams, there’s no better tool.

Want to hear about how our customer T H March ‘bridged the gap’? Take a look at their customer testimonial on YouTube:

PRESS RELEASE: Enigen Launch new “ActAsOne” Cloud Proposition

A Digital Transformation Roadmap for Customer Experience (CX)

#ActAsOne delivers a roadmap of technology innovation and a complete customer experience solution. This futureproofs any application investment from the start, using a consultative methodology of iterative technology developments, over a 24 to 36-month period, in line with market change.

The concept takes Enigen and Oracle’s joint customers through an assessment, which helps them meet their commercial challenges and improve the overall Customer Experience. Through a combination of journey mapping and business capability assessments an ROI business case is developed prior to any future spend.

Alex Love, Enigen UK Managing Director, had the following to say about the launch of ActAsOne: “In the past organisations have made tactical buying decisions at departmental level, but CX doesn’t work through one department, it needs to be standardised across the organisation – ‘ActAsOne’ delivers our customers that vision, with the flexibility to change but ensuring that there is a cohesive technology investment throughout.”

The full Press Release can be found via here. 

Is Your CX Strategy Coming from the Top?

To continue our series of CX (Customer Experience) trends for 2017, based on CX Networks great report, we will be discussing the importance of a company’s CX strategy coming from the very top of the organization. The boardroom should be leading the way to empower the rest of the company to provide the CX that your customers are demanding.


It’s important to include all of the year’s top trends, as the CX strategy encompasses all of the above. Creating a CX strategy from boardroom level should take into account all of these areas.


Creating a CX strategy that is driven from the very top of the organization (C-level) will have a number of benefits. Here are some examples:

  • Reduces the likelihood of siloed strategies emerging within different parts of the company. This minimizes the risk of a disjointed and confusing experience reaching the customers.
  • Creation of more senior roles within the organization that are entirely customer-focussed (e.g. Chief Customer Officer, Head of Customer Experience, etc.). This will help drive the strategy throughout the company and lead to a more established CX strategy hierarchy.
  • Willingness to change technology and processes with emphasis on the customer.
  • Changing of antiquated company policies that may be holding back employee’s ability to provide an excellent CX.


Jens-Ole Boelsen, Head of User Experience at Otto Group, explained in an interview with CX Exchange that companies should “… start from the top, and management needs to recognize that we make sure we put one person in charge of managing the customer journey. Whenever a business decision is being taken […] the question that should always be asked is: ‘What is in it for the customers?'”.


By creating ownership for the customer journey from the top of the organization, decisions in the boardroom will be more likely to take the customer into account. Furthermore, by having a Chief Customer Officer, accountability is created for the quality of the customer journey and the experiences they have during that journey. Accountability creates a need for improvement and will improve the customer journey over time.


For more information on this topic, and other CX predictions, please see CX Network’s report.

If you’re interested in finding out how you can improve your customer journey, feel free to get in touch with us via

Are You Emotionally Engaging Your Customers?

To continue our series of CX (Customer Experience) trends for 2017, based on CX Networks great report, we will be discussing how important it is to emotionally engage your customers across the entire experience they have with your company.


18% of the experts that responded to CX Network’s survey on CX trends in 2017 agreed that emotional engagement was important.


It’s important to define what is meant by emotional engagement within CX. Fundamentally, this is the practise of providing an experience for your customers throughout the buying cycle that fosters feelings of positivity in the prospective customer. This emotional engagement message should be cohesive throughout, from Marketing to Retention efforts.

Emotional engagement could take the form of Marketing towards significant life events, poignant relationships, or simply a correlation between the product and emotions that inspire consumers (love, excitement, well-being, etc.) If done right, emotional engagement within your CX can create a more lasting and meaningful relationship with your customers.

However, creating positive emotions is only going to be as effective as your ability to prevent negative ones. Joana van den Brink-Quintanilha, Senior Analyst at Forrester, explains that:

“… customers remember negative experiences more than positives experiences. […] For many companies this means looking first and foremost at the worst [parts] in the key journeys…

By identifying and eliminating these weaknesses within your key customer journeys, you can ensure that your positive efforts are making the differences they are designed to make.

Once your customers finish their journey, it’s important to feed these emotional changes into your retention efforts. This creates a seamless experience that will promote your brand and endear you to your customers, even when they aren’t actively in the buying cycle.


Alternatively, if you’re interested in finding out how you can improve your customer journeys with the use of emotional engagement, feel free to contact us to find out more.

How Do You Retain Your Customers?

Predicting the future of CX (customer experience) is difficult at the best of times. The innovation of current technology and invention of new technology is prevalent in the 21st century. Therefore, predicting how industries will change in a year is very difficult. The same can be said for CX due to the modern customer’s continuous uptake of popular technological advances.

Despite this, it’s important to prepare as much as possible for what may come in 2017. CX Network has produced an excellent CX Prediction report for 2017 with views from experts at Facebook, Forrester, and more.

Over the course of several blogs, we will be exploring some key insights from this report and what it means for us and many other companies within the CX industry.

Firstly, the current trends that experts believe will be key considerations for CX practitioners in 2017 were presented in the report. Below are two of the most agreed upon trends and from the 300+ experts whose opinions were polled:

  • Customer loyalty/retention
  • Providing an excellent digital customer experience


36% of the experts that responded to CX Network’s survey on CX trends in 2017 agreed that “Customer Loyalty & Retention” and “Digital Customer Experience” were the two most important trends this year.


These are 2 large and ever-evolving subjects within CX, and two common objectives that our customers mention frequently. Customer retention often defines a company’s ability to succeed in an industry with fierce competition. Therefore, it’s important to make sure you’re offering your customers a reason to come back again and again. It also ties in with many other areas of CX as without a strong overall CX, your customer retention levels will often be low regardless of what loyalty schemes you have in place.

This feeds into customers increasing demand for a coherent, omnichannel digital CX. By adopting new, popular technologies that resonate with a company’s target audience, they can provide an easier way for customers to enter the buying cycle and improve their customer retention through the targeted use of these technologies.

It’s easy to see why these two subjects have reached the top of many expert’s lists. By placing the digital customer journey at the top of your CX list this year, as well as focusing this journey on rewarding customer loyalty, you can enjoy an exciting and prosperous 2017.

Make sure you download the Full Report. It’s well worth the read, so just click here and head to CX Network.