Insights that move thinking.
Articles and insights on customer experience, product strategy, and the work behind meaningful change.
Weekly CX insights, articles and practical tips
Field notes from product research. Straight to your inbox.
What makes a Customer Journey Map valuable?
Google customer journey map and you'll see hundreds of different styles, different details, and arguably different purposes. It's a communication tool first and foremost, but its usefulness is purely based on what information is placed within it and to whom. We have been building journey maps for a very long time and there is a mix that seems to work for us when we ask the question about who is it for and why it exists. In the right format, it should be useful for many functions within an organisation, as well as useful for senior management and decision makers. We'll share what works for us and hopefully for your organisation as well.
Are CX Teams measuring the right things?
There was a time not long ago that all the craze was the Net Promoter Score (NPS). The allure was hard to resist: a single number that measured how likely customers would advocate an organisations USP to others in their network, and with that a link to potential growth. Whilst there are contentious debate on its effectiveness, what it did show was clear: CX needed other metrics because "happy" customers didn't give senior leadership any indication of likelihood to impact the bottom line. However, now with NPS under the microscope, the question is are we as CX practitioners measuring the right things? We'll explore some metrics in this article and some suggestions on others, especially in the world of AI.
Don't automate shit: Not everything should be left to agentic AI
Companies are rushing towards automating their processes using agentic AI, both customer facing as well as internal. Regardless, the move to find efficiencies to justify the cost of tokens is real, however this becomes dangerous when the process being automated is shit (a.k.a. really inefficient and not even that useful) in the first place. This article explores why rushing to automate processes without really understanding its value, simplifying it, or tightening quality controls would result in agentic AI amplifying inefficiencies instead of delivering benefits. We will also provide a checklist you should go through on your processes before automating it and what you can do to make sure you get the most out of your agentic AI.
The impact of EX and CX with the introduction of AI
It is a double edged sword: On the one hand, Artificial Intelligence (AI) could exponentially help employees deliver an even better customer experience, with knowledge at their fingertip and their ability to exercise greater discretion without having to engage their managers. However, tip the balance, and AI could be doing too much that it takes away jobs, employees that were spared redundancies experiencing survivor guilt, and ultimately impacting the customers experience. We’ll explore that balance and what it means for customer experience overall.
Customer Experience can unify your AI strategy and unlock its true value
Here's an uncomfortable truth: most organisations aren't ready for autonomous AI agents. That's okay because readiness was never the point. The challenge isn't whether you use AI; it's whether you're extracting full value from the maturity level you're at today. Because we live and breathe Customer Experience, we'll demonstrate this through the lens that matters most: the customer. Using our AI Value Ladder, we'll walk a standard customer journey and show how each level of AI maturity changes what the customer actually experiences and what value becomes possible at every stage.
How CX teams can supercharge your product roadmap
Are your excellent customer experience insights gathering dust? Those NPS results not getting actioned? It is a major issue with the CX function: it may have owned capturing customer sentiment, but none of the delivery accountability to make insights into reality. This guide reveals practical, actionable ways proactive CX teams can move beyond just "support" to become indispensable partners in Product Management. Learn how to transition from reactive problem-solvers to strategic asset owners for measurable user success. It is not just representing the customer at the start, but all the way through the product development process.
Donor Journey 2025: Why donor experience is more important than ever
A refreshed map of how Australians discover, research, give to, and stay with charities, and what's changed since our 2015 version. The headline: giving is flat, so donor experience and retention are now the real levers for growth.
Have a challenge you’d like to explore?
Book a 30-minute scoping conversation. No pitch - just a sharper view of what your customer research could reveal.