Alain Thys

Privacy: Hassle or Customer-Centric Opportunity?

When it comes to managing the digital customer experience, there’s an interesting duality all of us need to deal with:

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10 Ways to Profit from Customer Centricity

No customer-centricity programme deserves to exist without a business case. This doesn’t need to be extensive or be forensics proof. But it does need be present, if only as an estimate made on the back of an envelope. After all, any company initiative that is disconnected from the fiscal realities of business is impossible to sustain.

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The 8 Behaviours of a Customer-Centric Leader

In a major customer centricity programme I ran a number of years ago, we interviewed over 100 people at all levels of the organisation. We wanted to understand how customer-centric they considered themselves to be and compare these findings to the behaviour of the whole business.

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Is Your Customer Experience Future-Proof?

If you work in customer strategy, sales, service or marketing, there is a high probability that you stay up to date on the latest developments in your field of expertise. You read articles like this. You visit conferences. You talk to colleagues in other companies to exchanges hints, tips and practices. 

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Do Your People "Get" Your Customer Experience Strategy?

What do you think would happen if during an offsite meeting, 6 members of your 10-people strong management team came up with the most brilliant brand and customer strategy on the planet. In fact it was so brilliant, that it would give Apple, Google and Amazon a run for their money. It would go down in history as the best strategy every written.

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Valentine Is Over ... I Want a Divorce

Dear CMO,

Last weekend was Valentine. Together with many others, my wife and I celebrated the love that has come to define the 25 years that we’ve been together. But as we did, I also started thinking about that “other” relationship you tell me I should have. The relationship with your company. Your brand.

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How To Interest Your Colleagues in the Customer Voice

Customer-centricity starts by listening to the customer. But in many organisations it seems that the further you get away from the customer (research) department, the less people actually listen.

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Five Ways To Profit From Brand Advocates

As companies strive to improve their customer experience, the desire to do more than satisfy customers is becoming increasingly important. 

But at the same time it is remarkable how few companies have a programme in place to capture the profits of turning someone into a brand advocate. This is an expensive oversight. It leaves companies with the investment for improving their customers’ experiences. But they miss out on the (financial) returns this generates.

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Customer-centric Change Needs a Business Case

In many companies, customer-centric change starts as a moral debate.

"Customer-centricity will be good for us", someone says. "Customers should be at the heart of everything we do" a PowerPoint or off-site speech echoes.

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A New Year. A New Futurelab. A New Me?

My life seems to evolve in lustra. 25 years ago, I met the girl who’d become my lovely wife. 20 years ago I discovered my love for storytelling. 15 years ago I left traditional corporate life. 10 years ago Futurelab was born. 5 years ago, the company decided to focus 100% on customer-centricity. And today, it’s time for a next chapter.

2015 is the year in which Futurelab grows up to declare its ambition of wanting to become Europe’s premier service provider in the field of customer-centricity.
Companies across Europe increasingly realise that a customer-centric approach is a great path to sustainable growth and profits. We want to be there to make it happen. Not with academic concepts or complex process maps, yet with pragmatic “roll-up-your-sleeves” services, tools and advice.

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